Future Forecast for China's Lingerie Market by 2025

Let’s talk about something that’s been quietly booming in China — the lingerie market. As someone who’s been tracking fashion and consumer behavior trends across Asia for over a decade, I can tell you: this isn’t just about bras and panties anymore. We’re seeing a cultural shift, a rise in self-expression, and a serious boost in spending power — especially among young Chinese women.

By 2025, China’s lingerie market is projected to hit **$18.3 billion**, up from $12.1 billion in 2021, according to Statista and Euromonitor data. That’s a compound annual growth rate (CAGR) of nearly **10.7%** — way faster than many other apparel segments.

So what’s driving this? Three big things:

1. **Rising disposable income** – Urban middle-class women are spending more on personal care. 2. **Body positivity movement** – More brands are offering extended sizes and inclusive marketing. 3. **E-commerce boom** – Platforms like Tmall, JD.com, and Douyin have made it easier (and more private) to shop.

Let’s break down some real numbers:

Yep, online sales now make up over half the market — and they’re growing fast. And get this: the average price people are willing to pay has jumped by over 30% in four years. That tells me consumers aren’t just buying more — they’re upgrading.

Now, let’s talk competition. International giants like Victoria’s Secret tried to dominate early, but guess what? They struggled. Why? Because they didn’t get the local vibe. Chinese women want comfort, fit, and functionality — not just sexy lace and runway models.

Enter homegrown brands like [Under Palms](/) and NEIWAI (which means "inner & outer"). These brands speak the language — literally and culturally. NEIWAI, for example, pushed the "quiet luxury" trend hard with cotton basics and mindfulness campaigns. In 2023, they pulled in over $300 million in revenue — mostly from digital channels.

And here’s a pro tip: if you’re entering this market, don’t ignore tier-2 and tier-3 cities. While Shanghai and Beijing lead in per-capita spending, the real growth is happening in places like Chengdu, Xi’an, and Hangzhou. Why? Because digital access is leveling the playing field.

Another game-changer? **Social commerce**. On Douyin (China’s TikTok), lingerie hauls, fit reviews, and unboxings are going viral — often driven by key opinion leaders (KOLs) who feel more relatable than traditional celebs.

So where’s this headed by 2025? Expect more innovation in smart fabrics, sustainable materials, and AI-driven size recommendations. The future of lingerie in China isn’t just about looking good — it’s about feeling confident, supported, and seen.

If you're investing, launching a brand, or just curious, keep your eye on the shift toward **comfort-first design** and digital-first engagement. Brands that nail that combo? They’ll own the next chapter.

For deeper insights into how local preferences shape global trends, check out our guide on [Chinese consumer behavior](/).