Consumer Demand Driving Chinese Lingerie Trends

If you're keeping an eye on global fashion markets, here’s a hot take: the Chinese lingerie scene is not what it used to be. Gone are the days when function beat style — today’s Chinese consumers want both, and they’re voting with their wallets. As a lifestyle blogger who's been tracking intimate apparel trends across Asia for over five years, I’ve seen firsthand how shifting consumer demand is reshaping the entire industry.

The Rise of Self-Expression in Lingerie

One major shift? Lingerie is no longer just about romance or tradition. It’s now a form of self-expression. According to a 2023 report by iiMedia Research, China’s lingerie market hit ¥175 billion (~$24.3 billion USD), with a projected CAGR of 8.6% through 2027. What’s fueling this growth? Young, urban women aged 18–35 who prioritize comfort, aesthetics, and body positivity.

Take brands like NEIWAI (内外) and Ubras — they’ve skyrocketed by focusing on ‘invisible’ bras, soft fabrics, and inclusive sizing. Ubras, in particular, saw a 200% YoY sales jump during the 2022 Double 11 shopping festival. Why? Because they listened to real customer pain points: underwire discomfort, limited color ranges, and lack of size inclusivity.

What Shoppers Really Want: Data That Matters

I pulled together key insights from recent consumer surveys to show exactly what drives purchasing decisions in today’s market:

As you can see, comfort is king — but design and price are close behind. This trifecta explains why minimalist, wire-free styles now dominate e-commerce platforms like Tmall and JD.com.

From Function to Fashion: How Brands Are Adapting

It’s not just startups winning. Even traditional players like Triumph China have revamped their lines with seamless technology and gender-neutral campaigns. Meanwhile, DTC brands leverage social proof via KOLs on Xiaohongshu and Douyin, where unboxing videos and ‘real-body’ try-ons build trust faster than any ad ever could.

Another trend? Localization with a global twist. While Western brands like Victoria’s Secret struggled with cultural missteps (remember the 2017 Shanghai Fashion Show backlash?), local brands got smart — promoting body diversity and everyday confidence instead of runway fantasy.

Looking Ahead: The Future Is Inclusive & Digital

By 2025, analysts predict that over 60% of lingerie purchases in China will happen online. AR fitting rooms and AI size recommenders are already being tested by Ubras and Alibaba. The message is clear: meet customers where they are — digitally, emotionally, and physically.

In short, if you’re in the intimate apparel game, ignoring Chinese consumer demand is no longer an option. Whether you're a brand, buyer, or fashion enthusiast, understanding these shifts isn’t just smart — it’s essential.