Ecommerce Growth in China's Lingerie Industry 2024
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- 来源：CN Lingerie Hub
If you're keeping an eye on e-commerce trends in China, one sector that’s quietly exploding is the lingerie market. Forget what you knew about conservative attitudes—today’s Chinese consumers want comfort, style, and personal expression, all from the comfort of their smartphones.
By 2024, China's online lingerie market is projected to hit $18.3 billion, up from $12.6 billion in 2020 (CAGR of 9.8%). That’s not just growth—it’s a full-blown digital revolution happening in real time. And it’s being driven by Gen Z and young millennial women who aren’t afraid to shop boldly online.
So why is this happening now? First, shifting social norms. Second, better sizing tech and AI try-ons. Third, homegrown brands like NEIWAI (内外) and Ubras are winning trust by focusing on inclusivity and comfort over sex appeal. In fact, Ubras ditched underwire bras completely in 2020 and saw sales jump by 300% during that year’s Singles’ Day.
Let’s break down the key players and where the opportunities lie:
Top Chinese Lingerie Brands & Market Share (2023)
| Brand | Origin | Key Product | 2023 Revenue (Est.) | Online Share |
|---|---|---|---|---|
| Ubras | China | Wireless Bras | $480M | 95% |
| NEIWAI (内外) | China | Organic Cotton Sets | $320M | 90% |
| Aimer | China | Traditional Bras | $290M | 60% |
| Victoria's Secret | USA | Fashion Bras | $180M | 45% |
Notice something? The local brands dominate online. Why? Because they speak the language—not just Mandarin, but the cultural language of modern Chinese women. They promote body positivity and self-love, not unattainable beauty standards.
For global brands looking to enter, here’s my advice: go digital-first. Over 80% of lingerie purchases happen via mobile apps like Taobao, JD.com, and Xiaohongshu (Little Red Book). And don’t just translate your site—localize your message. Run campaigns around Women’s Day or 520 (China’s unofficial Valentine’s Day), not Victoria’s Secret-style fashion shows.
Also, consider the rise of smart sizing tools. Brands using AI chatbots for fit recommendations see up to 35% lower return rates. NEIWAI’s virtual fitting room has reduced size-related returns by nearly half. That’s huge when logistics eat into margins.
Finally, sustainability sells. 68% of surveyed buyers in Tier-1 cities said they’d pay more for eco-friendly fabrics. Organic cotton, TENCEL™, and recycled lace are no longer niche—they’re expected.
The bottom line? The future of lingerie e-commerce in China isn’t just growing—it’s redefining itself. If you’re not adapting, you’re already behind.