Consumer Behavior Shifts in Chinese Lingerie Market 2024

If you're keeping an eye on the Chinese lingerie market, 2024 has thrown some fascinating curveballs. Forget what you knew about lace, sizing, and shopping habits — today’s Chinese consumers are rewriting the rules. As a longtime observer of fashion tech and consumer trends, I’ve dug into the latest data, surveyed top brands, and even chatted with real shoppers to bring you a no-BS guide on what’s really driving change.

Let’s start with the big shift: it’s not just about looking hot anymore. Comfort, self-expression, and body positivity are now at the core of purchasing decisions. In fact, a 2023 McKinsey report found that 68% of urban Chinese women aged 18–35 prioritize comfort over style when choosing lingerie. That’s a 22% jump from just three years ago!

And here’s where it gets juicy — e-commerce isn’t just dominant; it’s evolving. Platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) aren’t just for discovery. They’re full-blown conversion engines. Over 74% of first-time lingerie buyers in tier-1 cities say they made their purchase after watching a live-streamed try-on session.

The Rise of Niche Brands

Megabrands like Aimer and Embry Form still hold market share, but agile DTC (direct-to-consumer) startups are stealing the spotlight. Brands like NEIWAI (内外) and Ubras have nailed the combo of minimalist design, inclusive sizing, and emotional branding. Ubras, for example, saw a 300% YoY growth in 2023 during China’s Singles’ Day, largely due to their ‘no wire, no hassle’ campaign.

But don’t sleep on private labels. Pinduoduo’s luxury-leaning sub-brand, Temu, quietly launched a lingerie line that’s gaining traction among budget-savvy Gen Zers. Quality? Surprisingly decent. Price? Under ¥79. It’s a threat traditional players can’t ignore.

What Shoppers Really Want: Data Breakdown

Beyond anecdotes, let’s look at hard numbers. Here’s a snapshot of key consumer preferences in 2024:

Notice anything? The demand for inclusive sizing is skyrocketing. Yet, only 30% of mainstream brands offer consistent DD+ options. That’s a massive gap — and a golden opportunity.

Another underrated trend? Sustainability. Not as a buzzword, but as a purchase driver. Over 60% of respondents in a 2024 Alibaba Consumer Insights poll said they’d pay 10–15% more for eco-certified fabrics.

So, What Should You Do?

Whether you’re a brand, retailer, or curious shopper, here’s my take: adapt or get left behind. Focus on authenticity, leverage social commerce, and listen to real customer feedback. And if you’re building a product line, make sure your fit model represents real bodies — not runway dreams.

For deeper insights, check out our breakdown on consumer behavior shifts shaping 2024’s fashion economy. The future of lingerie in China isn’t just about bras and panties — it’s about identity, comfort, and choice.