China Lingerie Market Expansion and Retail Shifts

If you're keeping an eye on global fashion trends, here’s one sector that’s quietly booming: the China lingerie market. Forget outdated stereotypes — today’s Chinese consumers want comfort, style, and inclusivity. As a lifestyle blogger who’s tracked intimate apparel trends across Asia for over 8 years, I’ve seen firsthand how rapidly this market is evolving.

Gone are the days when lingerie meant basic cotton bras from local department stores. In 2023, China’s lingerie market hit $14.2 billion in revenue — and it’s projected to grow at a CAGR of 9.3% through 2028 (Statista). What’s driving this? A mix of rising disposable incomes, digital-savvy Gen Z shoppers, and homegrown brands challenging Western giants.

Let’s break down what’s really happening — and where smart retailers should focus.

The Rise of Local Players

International names like Victoria’s Secret once dominated malls in Beijing and Shanghai. But after misreading cultural preferences (looking at you, Fantasy Bra), they’ve lost ground. Enter Ubras and NEIWAI — two homegrown brands prioritizing comfort, minimal design, and body positivity.

Ubras, for example, reported over ¥800 million in sales during Singles’ Day 2023 alone. Their secret? Seamless, wire-free bras marketed with real women — not models. This shift reflects a broader trend: Chinese consumers now value function over flash.

Retail Transformation: From Malls to Mini Programs

Physical retail isn’t dead — it’s changing. While traditional department store lingerie sections are shrinking, experiential pop-ups and brand-owned boutiques are thriving in Tier-1 cities.

But the real action? Mobile commerce. Over 76% of lingerie purchases in China start on WeChat or Douyin (China’s TikTok). Brands using mini-programs see conversion rates up to 3x higher than standard e-commerce sites.

Source: McKinsey China Digital Consumer Report 2023

What Global Brands Get Wrong

Many foreign labels still push padded, sexy styles — but that’s not what modern Chinese women want. A 2023 survey found that 68% prioritize “breathable fabric” and “natural shape enhancement” over push-up effects.

Sustainability also matters. Nearly half of urban buyers say they’d pay more for eco-friendly packaging or organic cotton — a trend accelerating among China lingerie market leaders like NEIWAI.

Where to Invest in 2024?

If you’re entering or expanding in this space, here’s my advice:

• Go mobile-first: Build a WeChat mini-program with AR try-ons.
• Localize messaging: Ditch overly sexualized ads. Focus on wellness and self-expression.
• Partner with KOCs (Key Opinion Consumers), not just celebrities. Authentic reviews win trust.

The bottom line? The lingerie market in China isn’t just growing — it’s redefining what intimacy wear means in the 21st century. Whether you’re a brand or a shopper, now’s the time to pay attention.