Lingerie Industry Analysis Post-Pandemic China

Let’s be real — the lingerie game in China has changed *hard* since 2020. As a fashion industry insider who's been tracking consumer shifts since the pandemic, I’ve seen firsthand how Chinese women are redefining comfort, style, and self-expression through intimate apparel. Spoiler: it’s not just about bras and panties anymore.

Gone are the days when padded push-ups ruled the market. Post-pandemic, Chinese consumers are prioritizing comfort, health, and individuality. According to a 2023 report by iiMedia Research, China’s lingerie market hit ¥175 billion (~$24.3 billion) in sales, with a projected CAGR of 6.8% through 2027. But here’s the twist — sales of wireless bras now make up over 65% of total volume, up from just 38% in 2019.

Why the shift? Simple: work-from-home culture, rising body positivity movements, and Gen Z’s influence. Young shoppers in tier-1 cities like Shanghai and Hangzhou aren’t just buying lingerie — they’re curating identities. Brands that understand this emotional connection win.

Take NEIWAI (内外), for example. This homegrown brand ditched traditional sexy marketing and leaned into minimalism and inclusivity. Their 2022 campaign “I Am What I Wear” went viral on Xiaohongshu (Little Red Book), generating over 80 million views. Result? A 40% YoY revenue jump.

Meanwhile, international players like Victoria’s Secret stumbled. Despite their global fame, their sales in China dropped 30% between 2020–2022. Why? Their image felt outdated — too focused on ‘ideal’ bodies and not enough on real women. Lesson learned: localization isn’t optional.

Key Market Segments & Growth Trends

To really get where the market’s headed, check out this breakdown of top product categories and growth rates:

Notice something? Innovation is happening fast in functional wear. Sports bras, once a niche segment, are now mainstream thanks to China’s fitness boom. Platforms like Keep report over 300 million active users — and they’re shopping for performance + style.

Another trend? Sustainability. Over 60% of urban female consumers aged 18–35 say they’d pay more for eco-friendly lingerie. That’s why brands like Ubras launched packaging-free delivery and recycled fabric lines in 2023.

So what’s next? Expect AI-driven fit tools, more gender-neutral designs, and deeper social commerce integration. Live-streaming on Douyin already accounts for 30% of online lingerie sales — and KOLs (Key Opinion Leaders) are the new fitting room consultants.

The bottom line? The Chinese lingerie market isn’t just recovering — it’s reinventing itself. Whether you're a brand or a shopper, now’s the time to rethink what intimacy means.