In-depth Lingerie Industry Analysis China 2024 Report

If you're diving into the lingerie market in China, 2024 is the year to strike. As someone who's been tracking fashion tech and consumer behavior across Asia for over a decade, I’ve seen shifts — but nothing like what we’re witnessing now. Forget outdated stereotypes: Chinese consumers today aren’t just buying bras and panties. They’re investing in self-expression, comfort, and body positivity — and brands that get this are winning big.

Last year alone, China’s lingerie market hit ¥158 billion (about $22 billion USD), according to Euromonitor. That’s a 9.3% year-on-year growth, with projections to reach ¥210 billion by 2026. What’s fueling this? Two words: e-commerce and empowerment.

Platforms like Taobao, JD.com, and Xiaohongshu have turned lingerie shopping from a private chore into a social experience. Live-streamed try-ons, real-body model showcases, and AI fitting tools are now standard. Neiwai (内外), a homegrown brand, grew revenue by 45% in 2023 by focusing on 'comfort-first' messaging and inclusive sizing — a stark contrast to Western push-up dominance.

Let’s break down the key players:

Top 5 Lingerie Brands in China (2024)

Notice something? Domestic brands own over 46% of the market. Why? Because they understand local needs. For example, Neiwai’s #NoBodyIsNobody campaign went viral by celebrating real bodies — no retouching, no shame. That kind of authenticity builds trust.

Meanwhile, Victoria’s Secret has had to pivot hard. Once dominant with its glamorized image, it lost relevance as Chinese women rejected unrealistic beauty standards. Their 2023 relaunch focused on comfort and diversity — but they still trail behind local leaders in cultural connection.

Another trend? The rise of functional lingerie. Sports bras and post-surgery wear are growing at 14% annually. Brands like Ubras are killing it with wire-free, seamless designs marketed through TikTok influencers wearing them during yoga, work, and even sleep.

So what should you do if you're entering this space?

• Prioritize comfort and inclusivity — not cup size, but mindset.
• Leverage KOLs on Xiaohongshu and Douyin with authentic storytelling.
• Invest in AR fitting tech — returns due to poor fit cost brands 12% in lost revenue.

The bottom line? The Chinese lingerie industry isn’t just growing — it’s evolving. And if your brand still thinks sexy means padded and push-up, you’re already behind.