Luxury Lingerie Demand Rising in China Market 2024
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- 来源：CN Lingerie Hub
If you're keeping an eye on global fashion trends, here's a hot take: luxury lingerie isn't just trending in Paris or Milan — it's exploding in China. And no, this isn’t just about sexy lace and silk. We’re talking about a cultural shift, rising disposable incomes, and a new generation of Chinese women who see intimate apparel as self-expression, not just function.
Why Is Luxury Lingerie Popping Off in China?
Gone are the days when underwear was purely practical. In 2024, China’s luxury lingerie market is projected to hit $1.8 billion, growing at a CAGR of 9.3% since 2021 (Statista, 2024). What’s driving this? Three big factors:
- Empowerment & Body Positivity: Young Chinese women, especially Gen Z, are embracing body confidence. Brands like La Perla and Agent Provocateur are resonating because they sell attitude, not just garments.
- Rising Middle-Class Spending: Urban professionals in cities like Shanghai and Shenzhen now allocate more budget to personal luxury items — and lingerie is moving from taboo to treat-yourself.
- Digital Influence: Platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok China) are flooded with unboxing videos and styling tips. One viral post can spike sales overnight.
Luxury vs. Local: Who’s Winning?
International brands dominate the high-end segment, but homegrown players are fighting back with localized designs and aggressive e-commerce strategies. Check out this snapshot of market positioning:
| Brand | Type | Price Range (RMB) | Key Strength | Market Reach (2024) |
|---|---|---|---|---|
| La Perla | Italian Luxury | 1,500 – 6,000 | Premium craftsmanship | Top-tier malls & Tmall |
| Victoria's Secret | American Premium | 400 – 1,800 | Global brand recognition | Nationwide stores |
| NEIWAI (内外) | Chinese DTC | 300 – 1,200 | Inclusive sizing & messaging | Xiaohongshu + WeChat sales |
| Ubras | Chinese Innovator | 200 – 800 | No-wire comfort tech | JD.com bestseller |
Notice something? While luxury lingerie holds prestige, local brands win on accessibility and digital-native engagement. But here’s the twist: many Chinese consumers now mix and match — buying Ubras for daily wear and splurging on La Perla for special occasions.
Shopping Behavior: Online Rules
Over 78% of luxury lingerie purchases in China happen online (McKinsey, 2023). Why? Privacy. Many still feel awkward trying on delicate pieces in stores. Instead, they rely on detailed size guides, AR try-ons, and influencer reviews.
Tmall’s “Lingerie Pavilion” reported a 45% YoY increase in transactions over 1,000 RMB in 2023. Translation? People aren’t just browsing — they’re investing.
What’s Next?
Expect more collaborations between Western designers and Chinese influencers. Sustainability will also rise — NEIWAI already uses organic cotton and recycled lace. And as social norms evolve, men’s luxury loungewear could be the next frontier.
Bottom line? The China luxury lingerie wave is real, profitable, and culturally significant. Whether you're a shopper or a brand, now’s the time to get comfortable — in every sense.