Chinese Lingerie Market Trends Driving Consumer Demand

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  • 来源：CN Lingerie Hub

If you're keeping an eye on global fashion trends, here’s one sector that’s quietly exploding: the Chinese lingerie market. Forget outdated ideas of conservative undergarments—today’s Chinese consumers want comfort, style, and self-expression, all rolled into one. As a lifestyle blogger who's been tracking intimate apparel trends across Asia for over five years, I’ve seen this shift firsthand. Let’s break down what’s really driving demand—and where brands are succeeding (or failing).

The Rise of Body Positivity & Local Brands

Gone are the days when Western luxury labels dominated shelf space. Now, homegrown brands like NEIWAI (内外) and Ubras are leading the charge by focusing on inclusivity, comfort, and minimalist aesthetics. In 2023, Ubras reported a jaw-dropping ¥1.8 billion in annual revenue—up 42% year-over-year—thanks largely to their wire-free bras and inclusive sizing.

Why does this matter? Because Chinese women are rejecting one-size-fits-all approaches. A 2023 survey by iiMedia Research found that 68% of women aged 18–35 prioritize comfort over sexiness when buying lingerie—proof that the market is evolving fast.

Key Market Drivers (Backed by Data)

Beyond shifting mindsets, several structural factors are fueling growth:

  • E-commerce dominance: Over 80% of lingerie purchases happen online, with Tmall and JD.com leading.
  • Rising disposable income: Urban middle-class women now spend an average of ¥300–500 per bra, up from ¥150 in 2018.
  • Social media influence: Xiaohongshu (Little Red Book) reviews and KOL unboxings directly impact buying decisions.

How Top Brands Compare (2023 Performance Snapshot)

Brand Market Share (%) Primary Sales Channel Price Range (CNY) Customer Satisfaction
Ubras 18% Online 199–399 ⭐️⭐️⭐️⭐️☆ (4.6)
NEIWAI 15% Omnichannel 299–699 ⭐️⭐️⭐️⭐️☆ (4.7)
Aimer 12% Offline 399–899 ⭐️⭐️⭐️☆☆ (3.9)
Victoria's Secret 6% Omnichannel 499–1,299 ⭐️⭐️⭐️☆☆ (3.7)

As you can see, local players are outperforming international giants—not just in sales, but in customer trust. For more insights on how to choose the right brand for your needs, check out our guide to the best lingerie in China.

The Future? Customization & Sustainability

What’s next? Look for smart fabrics, AI-driven fit recommendations, and eco-conscious materials. NEIWAI recently launched a bamboo fiber line that’s both biodegradable and ultra-soft—tapping into the growing demand for sustainable underwear options.

In short: the Chinese lingerie market isn’t just growing—it’s being redefined. Whether you’re a consumer or a brand, now’s the time to pay attention.