Size Inclusivity in Chinese Lingerie Market 2024

If you're shopping for lingerie in China in 2024, there's one trend that’s impossible to ignore: size inclusivity. Gone are the days when brands only catered to XS–M bodies. Today, more Chinese consumers are demanding options that fit *real* bodies—and smart brands are stepping up.

As a lifestyle blogger who’s tested over 50+ lingerie lines across Asia, I’ve seen the shift firsthand. Just five years ago, finding a bra size above 80C in a mainstream store was like hunting for a unicorn. Now? Brands like NEIWAI (内外) and Ubras are leading the charge with extended sizing, body-positive campaigns, and data-backed design.

Let’s break down what’s changed—and where the market still has room to grow.

The Data Doesn’t Lie: Demand Is Rising

A 2023 McKinsey report found that 68% of Chinese women wear size M or larger—yet only 32% of mass-market lingerie SKUs accommodated them. That gap is closing fast. According to iiMedia Research, the plus-size intimate apparel market in China grew by 19.3% year-on-year in 2023, reaching ¥14.7 billion (~$2 billion USD).

Here’s a snapshot of how key brands compare in size offerings:

Notice a pattern? The disruptors—Ubras and NEIWAI—are winning not just on size range, but on messaging. They feature diverse body types in ads and use social media to spark conversations about body acceptance.

Why This Shift Matters

It’s not just about fitting more bodies—it’s about respect. For too long, larger sizes were treated as an afterthought: thicker seams, less fabric choice, zero style. Now, inclusive brands offer lace, wireless comfort, and even matching sets in sizes up to XXXL.

Take Ubras’ 2023 “No Size” campaign. By removing size labels from packaging and focusing on fit instead, they normalized diversity. Sales jumped 34% quarter-over-quarter. Clearly, size inclusivity isn’t just ethical—it’s profitable.

Challenges Ahead

Despite progress, hurdles remain. Many smaller e-commerce sellers still use vanity sizing or lack accurate measurement guides. And while tier-1 cities embrace inclusivity, rural areas often have limited access to extended sizes.

Also, true inclusivity means more than just size. We need better representation for transgender, non-binary, and post-surgery customers. A few indie brands like Feitiao are starting here—but it’s early days.

The Bottom Line

In 2024, if you’re a lingerie brand in China and you’re not offering size-inclusive options, you’re leaving money—and meaning—on the table. Consumers are voting with their wallets, and the data shows they want comfort, confidence, and choice.

So whether you're shopping for yourself or building a brand, remember: size inclusivity isn’t a trend. It’s the future.