Emerging Market Trends in China Lingerie Industry 2024

If you're keeping an eye on global fashion markets, here's a hot take: the China lingerie industry is undergoing a massive transformation in 2024. Forget outdated stereotypes — this isn’t just about mass production anymore. Chinese consumers are driving demand for comfort, inclusivity, and style, and brands — both local and international — are scrambling to keep up.

I’ve been tracking intimate apparel trends across Asia for over a decade, and what’s happening in China right now is unlike anything we’ve seen. It’s not just growth — it’s evolution. Let’s break down the key shifts shaping the market.

The Rise of Comfort-First Fashion

Gone are the days when bras meant pain for beauty. A 2023 survey by Euromonitor found that 68% of urban Chinese women aged 18–35 prioritize comfort over traditional shaping or push-up features. That’s a 22% jump from just five years ago.

Brands like NEIWAI (内外) and Ubras have capitalized on this shift, promoting wire-free, seamless designs as part of a broader ‘self-care’ lifestyle. Their marketing? Minimalist, body-positive, and refreshingly real.

Size Inclusivity Is No Longer Optional

One major gap in the past? Limited sizing. But now, leading players are expanding ranges to fit diverse body types. Check out this snapshot of size availability among top brands:

As you can see, modern brands are going bigger — literally. And pricing? More accessible than ever.

Digital-First Strategies Win

E-commerce dominates. In 2023, over 74% of lingerie sales in China happened online, with Tmall and JD.com leading the pack. But it’s not just about listing products — it’s storytelling.

Social commerce via Douyin (China’s TikTok) has exploded. Ubras, for example, grew its revenue by 140% YoY in early 2024 through live-streamed try-ons and influencer collabs. Authenticity sells — especially when real women show how garments feel, not just how they look.

Sustainability Gains Traction

Younger shoppers care about impact. A recent McKinsey report showed that 57% of Gen Z consumers in China are willing to pay more for eco-friendly lingerie. Brands using organic cotton, recycled lace, and plastic-free packaging are gaining loyal followings.

NEIWAI launched a ‘Green Line’ in 2023 using 100% biodegradable materials — and sold out in under 48 hours.

What This Means for Global Brands

If you’re a foreign player eyeing the China lingerie industry, one-size-fits-all won’t cut it. Localization is key — from fit and fabric to messaging. Victoria’s Secret restructured its entire China strategy in 2023, shifting from ‘sexy’ to ‘comfortable confidence,’ and finally started seeing growth again.

The bottom line? The market isn’t just growing — it’s maturing fast. Success now depends on empathy, agility, and genuine connection with real consumer needs.