2024 Market Trends in China's Lingerie Industry Revealed

If you're keeping an eye on fashion or e-commerce in 2024, here’s a hot take: China’s lingerie market is not just growing — it’s transforming. As a lifestyle blogger who’s been tracking intimate apparel trends for over five years, I’ve seen the shift from Western-inspired designs to homegrown Chinese brands that prioritize comfort, cultural relevance, and digital-first strategies.

Last year alone, China’s lingerie market hit $18.3 billion in retail sales, up 9.4% from 2022 (Statista, 2023). But the real story isn’t just the number — it’s *who* is driving demand. Spoiler: It’s Gen Z and young millennial women who value self-expression over sex appeal.

Let’s break down what’s shaping 2024 with hard data and real insights.

The Rise of Comfort-First Brands

Gone are the days when push-up bras ruled. In a 2023 consumer survey by iiMedia Research, 68% of women aged 18–35 said they prioritize ‘all-day comfort’ over style when choosing bras. That’s why brands like NEIWAI (Inside Out) and Ubras are dominating. These companies launched ‘zero-pressure’ wireless bras early and now control over 40% of Tmall’s top-selling bra category.

Social Commerce Is King

Douyin (China’s TikTok) isn’t just for dances — it’s a major sales channel. In 2023, lingerie brands spent 35% more on Douyin influencer campaigns than in 2022. Live-streamed product demos, especially those showing fabric stretch and fit, boost conversion rates by up to 3.2x compared to static images.

As you can see, while Tmall still leads in average spend, Douyin wins on engagement and speed-to-purchase. Smart brands are now using Douyin to launch new colors or limited editions, then funnel loyal customers to their Tmall旗舰店 (flagship stores) for full collections.

Sustainability? Not Just a Buzzword

Another trend flying under the radar: eco-conscious materials. A recent report by McKinsey China found that 52% of urban female consumers are willing to pay a 10–15% premium for lingerie made with organic cotton or recycled fibers. Ubras introduced a bamboo-based line in Q1 2024 — it sold out in 72 hours.

What This Means for You

Whether you’re a shopper or a brand, understanding these shifts is key. The new Chinese lingerie consumer doesn’t want to be objectified — she wants empowerment, comfort, and authenticity. And she’s voting with her wallet.

So if you're exploring options in this space, check out what’s happening in China’s intimate apparel scene — it might just redefine your definition of sexy.