Key Drivers in Chinese Lingerie Market Expansion 2024

If you're keeping an eye on global fashion trends, one thing’s for sure — the Chinese lingerie market isn’t just growing, it’s exploding. By 2024, it's projected to hit a staggering ¥185 billion (about $25.6 billion USD), up from ¥120 billion in 2020. But what’s really fueling this boom? Spoiler: It’s not just about pretty lace and bold colors.

As a lifestyle blogger who’s been tracking intimate apparel trends across Asia for over 7 years, I’ve seen firsthand how Chinese consumers are redefining what lingerie means. It’s no longer just functional or sensual — it’s a statement of self-expression, body positivity, and even feminist identity.

The Rise of Local Brands & Digital Savvy Shoppers

Forget Victoria’s Secret dominance. Homegrown brands like Ubras and NEIWAI (内外) are leading the charge by focusing on comfort, inclusivity, and digital-first strategies. In fact, Ubras reported a jaw-dropping 300% year-on-year growth in 2023, largely driven by livestream sales on platforms like Douyin and Taobao.

Here’s a quick snapshot of key players and their 2023 performance:

Notice a pattern? The winners are local, agile, and deeply embedded in China’s social commerce ecosystem. They’re also championing size inclusivity — NEIWAI offers sizes up to XXL, while Ubras launched a campaign titled “No Underwire, No Limits” that went viral among millennial women.

Changing Consumer Mindset: Comfort Over Glamour

Data from a 2023 McKinsey report shows that 68% of Chinese women aged 18–35 now prioritize comfort over sex appeal when buying bras. That’s a massive shift from a decade ago. This new mindset is driving demand for soft-cup bras, sports-style intimates, and gender-neutral designs.

Another game-changer? Social media influence. Platforms like Xiaohongshu (Little Red Book) have become go-to sources for honest reviews and styling tips. A single post from a mid-tier KOL can generate over 10,000 clicks and boost sales by 30% overnight.

What’s Next in 2024?

With rising disposable income and increasing openness around body image, the Chinese lingerie market is poised for even smarter innovation. Expect more AI-powered fit recommendations, sustainable fabric use (like bamboo fiber and recycled lace), and deeper integration with health tech — think smart bras that track posture or stress levels.

In short, if you're in the intimate apparel space, ignoring China’s lingerie revolution isn’t an option. Whether you're a brand, investor, or curious shopper, now’s the time to understand the real drivers behind this booming market.