Young Consumers Driving Change in China's Lingerie Sector

If you’ve been keeping an eye on China’s fashion retail scene, you’ve probably noticed a quiet revolution happening in the lingerie aisle — and it’s being led by young consumers. No longer just about function or tradition, today’s Chinese Gen Z and millennials are redefining what intimacy wear means, pushing brands to innovate, localize, and above all, listen.

As someone who’s tracked consumer behavior in Asian markets for over a decade, I can tell you this shift isn’t just trendy — it’s transformative. Let’s break down how young shoppers are reshaping China's lingerie market, backed by real data and shopper insights.

The Rise of the Young Lingerie Shopper

Gone are the days when lingerie was bought once a year during seasonal sales. According to a 2023 report by iiMedia Research, 68% of Chinese women aged 18–30 purchase lingerie at least four times a year, with an average spend of ¥280 per transaction. That’s not just frequent — it’s habitual.

What’s driving this? Comfort, self-expression, and social media influence. Platforms like Xiaohongshu (Little Red Book) and Douyin have turned bra shopping into a lifestyle statement. Hashtags like #MyLingerieStyle have racked up over 1.2 billion views, showing that young users aren’t just buying products — they’re curating identities.

From Western Standards to Local Preferences

International brands like Victoria’s Secret once dominated, but their one-size-fits-all approach is falling short. A 2022 McKinsey survey found that 74% of young Chinese consumers prefer local brands like NEIWAI (Undercover) and Ubras because they offer better fit for Asian body types and emphasize comfort over glamour.

Take NEIWAI, for example. Since launching in 2014, they’ve grown revenue by 40% YoY and now hold 12% of the premium intimate apparel segment. Their secret? Positioning lingerie as ‘emotional wellness’ rather than seduction — a narrative that deeply resonates with younger audiences.

Key Market Trends at a Glance

Here’s a snapshot of how the market has evolved:

This table says it all: the market is growing fast, going digital, and local players are winning trust. And let’s be clear — this isn’t just about bras. It’s about cultural alignment. As one 24-year-old shopper told me, “I want to feel good, not look sexy for someone else.” That mindset is rewriting the rules.

What Brands Need to Do Now

If you're in the lingerie industry in China, ignoring youth sentiment is a death sentence. Here’s your action plan:

• Prioritize comfort and inclusivity — Offer extended sizing and breathable fabrics.
• Go digital-first — Invest in livestreaming, KOL collabs, and social commerce.
• Embrace authenticity — Ditch airbrushed models; real bodies sell better now.

The bottom line? The future of lingerie in China isn’t being shaped in boardrooms — it’s being decided by 20-somethings scrolling their phones. Adapt, or get left behind.