Top Trends Influencing China's Lingerie Industry This Year

If you're keeping an eye on fashion or e-commerce in Asia, you’ve probably noticed how fast the lingerie industry in China is evolving. It’s not just about lace and sizing anymore — it’s a full-blown cultural and commercial shift. As someone who’s been analyzing consumer behavior and brand strategies across Chinese digital platforms for years, I can tell you: this market is rewriting the rules.

Forget the old-school idea that lingerie is purely functional or taboo. In 2024, Chinese consumers — especially Gen Z and young millennials — are treating underwear as self-expression. And brands? They’re stepping up with data-driven designs, inclusive marketing, and social-first launches.

The Rise of “Comfort Chic”

Gone are the days when tight, structured bras ruled. A 2023 survey by iiMedia Research found that 68% of urban Chinese women now prioritize comfort over traditional aesthetics. That’s why brands like NEIWAI (内外) and Ubras are killing it — they built their entire identity around soft fabrics, wire-free silhouettes, and gender-neutral packaging.

But here’s the kicker: comfort doesn’t mean boring. These brands use minimalist design and premium materials to create pieces that feel luxurious while being wearable all day. Think organic cotton, bamboo fiber, and moisture-wicking blends.

Inclusivity Is No Longer Optional

One major trend reshaping the lingerie industry in China is size inclusivity. While Western brands still struggle with extended sizing, local players are moving faster. Ubras launched a campaign featuring real customers of all body types — no retouching — and saw a 40% increase in conversion rates during the 2023 Singles’ Day sale.

Here’s a quick look at how top brands compare:

As you can see, there’s something for every budget and body type — a big reason why online sales have surged.

Social Commerce Is Driving Discovery

You won’t find many billboards for these brands. Instead, they thrive on Little Red Book (Xiaohongshu), Douyin (TikTok), and WeChat mini-programs. Influencer unboxings, try-on hauls, and even 'day-in-the-life' content featuring loungewear are fueling discovery.

Take NEIWAI’s 2023 campaign: they partnered with 150+ micro-influencers to share honest reviews. Result? Over 20 million video views and a 27% spike in new user sign-ups.

What’s Next?

The future of the Chinese lingerie market lies in personalization and tech integration. Some startups are already testing AI-powered fit quizzes and AR virtual fitting rooms. With 74% of consumers saying they’d trust AI sizing advice from a brand they follow, the blend of data and intimacy is becoming irresistible.

Bottom line? Whether you're a shopper, marketer, or entrepreneur, understanding these shifts isn’t optional — it’s essential. The lingerie industry in China isn’t just growing; it’s redefining what intimacy, comfort, and style mean in the digital age.