Key Drivers Shaping China's Lingerie Industry Trends

If you're keeping an eye on fashion’s quiet revolution, the lingerie industry in China is where the real action is. No longer just about basics, it’s evolving into a bold statement of self-expression, body positivity, and tech-savvy shopping. As someone who’s tracked this market for years—both as a lifestyle blogger and brand consultant—I’ve seen firsthand how fast things are changing.

Forget the old days of one-size-fits-all cotton bras. Today’s Chinese consumers want comfort, style, and inclusivity—all wrapped in sleek packaging. Let’s break down what’s really driving the shift.

The Rise of Local Brands & Consumer Empowerment

International giants like Victoria’s Secret once dominated, but now homegrown labels like NEIWAI (内外) and Ubras are stealing the spotlight. Why? Because they speak the language of modern Chinese women—literally and culturally.

Take Ubras, for example. In 2023, they reported over ¥1.8 billion in annual GMV (Gross Merchandise Value) on Tmall alone—up 35% YoY. Their secret? Seamless wireless bras that go viral on Xiaohongshu (Little Red Book), backed by inclusive marketing featuring real bodies.

Comfort Wins Over Glamour

Data doesn’t lie. A 2023 McKinsey report found that 68% of urban Chinese women aged 18–35 prioritize comfort over design when choosing lingerie. That’s a massive jump from just 49% in 2019.

This shift isn’t just cultural—it’s commercial. Brands that adapt win loyalty. Those that don’t? They’re already fading from feeds.

Tech Meets Intimate Apparel

E-commerce isn’t new, but smart sizing tools are game-changers. Alibaba’s AI-powered bra size calculator, used by NEIWAI, reduced return rates by 22% in 2023. Augmented reality (AR) try-ons on JD.com boosted conversion rates by nearly 30% during Singles’ Day.

And let’s talk about sustainability—the next big battleground. A 2024 Kantar survey showed that 61% of Gen Z buyers would pay more for eco-friendly lingerie. Ubras launched a recycled fabric line in 2023 that sold out in under 48 hours.

What’s Next?

The future of the China lingerie market lies in personalization, digital engagement, and emotional branding. It’s not just about selling a product—it’s about building trust.

So whether you're a shopper, a startup, or a skeptic, one thing’s clear: the intimate apparel wave in China is only getting bigger, bolder, and smarter.