Key Market Trends in China's Lingerie Industry This Year

If you're keeping an eye on fashion or thinking about launching a lingerie brand, China’s market is where the real action is right now. Forget outdated notions of frilly bras and one-size-fits-all — today’s Chinese consumers want comfort, style, and personalization. As someone who’s advised brands and tracked consumer shifts for years, let me break down the real trends shaping 2024.

The Rise of Comfort-First Design

Gone are the days when women suffered through tight underwires just to look good. A 2023 survey by China Fashion Insights found that 78% of urban women aged 18–35 prioritize comfort over traditional aesthetics. That’s huge. Brands like NEIWAI (内外) and Ubras are killing it by offering wire-free, breathable designs made with eco-friendly fabrics.

And it’s not just about soft materials — it’s smart design. Seamless cuts, adaptive sizing, and gender-neutral tones are now table stakes.

Localization Beats Global Giants

You might think Victoria’s Secret would dominate here, but they’ve actually been losing ground. Why? They missed the cultural shift. While Western brands pushed glamour and ‘sexiness,’ local players focused on self-care and body positivity — values that resonate way more with young Chinese women.

Check this out:

See the pattern? The winners are those who listen to local needs.

Tech Meets Intimate Apparel

Yes, really. Some brands are now integrating smart textiles — fabrics that monitor posture, temperature, or even stress levels. While still niche, startups like Molekua are testing AI-driven fit recommendations using body scans from smartphones. It’s early, but the direction is clear: lingerie isn’t just clothing anymore. It’s part of the wearable wellness trend.

Sustainability Is No Longer Optional

Over 65% of Gen Z shoppers in China say sustainability affects their purchase decisions (McKinsey, 2023). That means organic cotton, recyclable packaging, and transparent supply chains. Brands ignoring this? They’re already falling behind.

Final Thoughts

The Chinese lingerie market is evolving fast — driven by empowered consumers, tech innovation, and cultural authenticity. If you’re in this space, ask yourself: Are you selling bras, or are you selling confidence and care?

For brands looking to succeed, the message is clear: adapt locally, design thoughtfully, and embrace change. Because in China, the future of lingerie isn’t just comfortable — it’s revolutionary.