Chinese Lingerie Market Trends and Consumer Behavior

If you're trying to crack the code on the Chinese lingerie market, let me tell you—things are changing fast. As someone who's been tracking fashion consumer behavior across Asia for over a decade, I’ve seen a massive shift: Chinese women aren’t just buying lingerie to wear under clothes—they’re buying it to feel confident, empowered, and stylish. And brands that don’t get this? They’re already falling behind.

The Rise of Local Brands vs. International Giants

Gone are the days when Victoria’s Secret dominated the conversation. While it once held a 15% mindshare among urban Chinese millennials in 2018 (per McKinsey), that number has dropped to just 6% in 2023. Why? Because homegrown brands like NEIWAI (内外) and Ubras are redefining comfort, inclusivity, and aesthetics.

These local players focus on minimal design, body positivity, and seamless wear—exactly what Gen Z and younger millennials want. In fact, Ubras reported a jaw-dropping ¥1.5 billion in sales during Singles’ Day 2023 alone, up 40% year-on-year.

What Are Consumers Really Looking For?

Let’s cut through the noise. Based on a 2023 survey of 2,000 Chinese women aged 18–35, here’s what tops their shopping list:

Notice something? Function beats flashiness. That’s why wireless bras and cotton-rich sets are now 70% of total volume sales in the category (Nielsen, 2023).

Social Commerce Is King

You won’t find these trends on Taobao search alone. The real action is on Xiaohongshu (Little Red Book) and Douyin. Over 60% of first-time buyers say they discovered their favorite lingerie brand in China through short videos or influencer reviews. One viral Douyin campaign by NEIWAI, featuring real women of all body types, generated 12 million views and a 30% conversion bump in just one week.

Where’s the Market Headed?

Three words: comfort, customization, community. Brands that offer personalized fit quizzes, eco-friendly packaging, and user-generated content campaigns are seeing higher retention. Ubras even launched a ‘No Label’ line to eliminate size stigma—now 25% of their new product lines.

And let’s talk sustainability—while still emerging, 44% of urban consumers say they’d pay 10–15% more for organic cotton or recycled materials. That’s a shift from just two years ago when price ruled all.

Final Thoughts

The Chinese lingerie market isn’t just growing—it’s evolving. With a projected value of $18.3 billion by 2026 (CAGR of 9.2%), success now hinges on emotional connection, not just product. Whether you're a global brand entering the space or a local startup, listen to real users, leverage social proof, and prioritize comfort without sacrificing style.

Because in today’s China, lingerie isn’t intimate apparel—it’s self-expression.