Market Analysis: Rising Demand for Premium Lingerie in China

If you're eyeing the Chinese fashion market, here’s a hot take: premium lingerie isn’t just trending — it’s exploding. Forget outdated ideas of conservative preferences; Chinese consumers, especially urban women aged 25–40, are now prioritizing comfort, self-expression, and luxury in their intimate apparel. As someone who’s tracked this shift from both brand strategy and consumer behavior angles, I can tell you — this isn’t a flash-in-the-pan trend. It’s a full-blown market transformation.

Let’s talk numbers. According to Statista, China’s lingerie market hit $17.3 billion in 2023, with premium segments (priced above ¥300 or ~$42 per piece) growing at a staggering 14.6% CAGR since 2020. That’s nearly double the growth of mass-market lines. What’s driving this? Rising disposable incomes, stronger female purchasing power, and social media influence — particularly on platforms like Xiaohongshu (Little Red Book), where unboxings and fit reviews go viral daily.

Brands like Intimissimi and NEIWAI (内外) have cracked the code by blending Western aesthetics with local cultural nuance. NEIWAI, for example, positioned itself as a feminist-forward brand with campaigns like “No Body is Unreal,” celebrating real body types. The result? Over ¥800 million in annual revenue and expansion into offline flagship stores across Tier-1 cities.

Here’s a snapshot of key players and their market positioning:

What stands out? Local brands dominate volume, but international names win on per-unit value. That means there’s room for more high-end entrants — especially those emphasizing sustainability and ethical production. In a 2023 McKinsey survey, 68% of Chinese women said they’d pay more for eco-friendly lingerie, up from 49% in 2020.

So, how do you break in? First, forget one-size-fits-all marketing. Partner with key opinion leaders (KOLs) who resonate with authenticity — not just reach. Second, localize your sizing. European cuts often don’t suit East Asian body types, leading to poor fit and returns. Third, leverage omnichannel: livestream commerce on Douyin (TikTok’s Chinese cousin) drove 31% of premium lingerie sales in 2023, per Alibaba data.

The bottom line? China’s premium lingerie market is no longer niche. It’s a high-margin, emotionally driven space where brand storytelling and trust matter more than ever. Get in early, stay culturally relevant, and you could be shaping the next chapter of intimate fashion.