Chinese Lingerie Market Growth Trends 2024 Analysis

Let’s be real — the Chinese lingerie market isn’t just growing, it’s exploding. And if you’re not paying attention in 2024, you’re missing out on one of the hottest consumer shifts in fashion. As someone who’s been deep in the intimate apparel space for over a decade — from analyzing e-commerce trends to consulting brands on localization — I’ve seen how fast this market evolves. So today, I’m breaking down exactly what’s driving growth, who’s winning, and where the opportunities are.

First, let’s talk numbers. The Chinese lingerie market was valued at $18.3 billion in 2023, and it’s projected to hit $26.7 billion by 2027, according to Statista and Euromonitor. That’s a compound annual growth rate (CAGR) of nearly 9.8%. But here’s the kicker: it’s not just about more bras and panties. It’s about changing attitudes, rising disposable incomes, and a new generation of women who see lingerie as self-expression — not just function.

Take Gen Z and young millennials. They’re driving demand for comfortable yet stylish lingerie that fits their lifestyle. Think wireless bras, seamless sets, and inclusive sizing. Brands like NEIWAI (内外) and Ubras are killing it because they get this. Ubras, for example, reported over ¥1.5 billion in GMV during Singles’ Day 2023 — largely thanks to their ultra-comfy, no-wire designs.

But it’s not just domestic brands. International players like Victoria’s Secret have had to rethink their strategy. Remember when they were all about the ‘sex sells’ angle? Yeah, that flopped hard in China. Now, they’re pivoting to comfort and inclusivity — finally aligning with local values.

Key Growth Drivers in 2024

• Rising female empowerment and body positivity
• Increased online shopping via platforms like Tmall, JD, and Douyin
• Demand for functional fashion (e.g., sports bras doubling as crop tops)
• Smaller cities catching up — tier 3 and 4 cities now account for 42% of sales

Lingerie Market Breakdown (2023–2027 Forecast)

One thing’s clear: the future of lingerie in China is comfort-first, digitally native, and culturally aware. If you’re launching or scaling in this space, your product better deliver on softness, fit, and aesthetic — and your marketing needs real authenticity.

Another trend? Sustainability. A 2023 McKinsey survey found that 68% of Chinese consumers consider eco-friendly materials when buying intimate apparel. That’s huge. Brands using TENCEL™, organic cotton, or recycled fabrics aren’t just being ‘green’ — they’re building trust.

And don’t sleep on livestreaming. On platforms like Douyin, lingerie try-ons and fit reviews go viral daily. Key opinion leaders (KOLs) aren’t just promoting — they’re educating. This builds credibility faster than any ad campaign.

So what’s the takeaway? The Chinese lingerie market in 2024 is all about meeting women where they are — emotionally, physically, and digitally. It’s not about pushing products; it’s about empowering choices. Whether you’re a brand, retailer, or investor, now’s the time to adapt — or get left behind.