Insights into Lingerie Industry Analysis for China 2024
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- 来源：CN Lingerie Hub
If you're diving into the lingerie industry in China, 2024 is the year to watch. As someone who's been tracking fashion tech and consumer behavior across Asia for over a decade, I can tell you—this market isn’t just growing, it’s evolving fast. Forget outdated notions of conservative preferences; Chinese consumers now demand comfort, style, and inclusivity—all wrapped in smart branding.
Let’s break it down with real data. In 2023, China’s lingerie market hit ¥185 billion (about $25.6 billion), and it’s projected to grow at a CAGR of 8.3% through 2027 (Nielsen & Alibaba Joint Report, 2023). What’s fueling this? Rising disposable incomes, Gen Z shoppers, and social commerce on platforms like Xiaohongshu and Douyin.
The Shift From Sexy to Supportive
One major trend: the move from 'sexy' lace sets to functional, body-positive designs. Brands like NEIWAI (内外) and Ubras are killing it by promoting slogans like “Comfort Over Conformity.” Ubras saw a 40% YoY sales jump in 2023 during Double 11, largely driven by their zero-wire bras.
Check out how key players stack up:
| Brand | 2023 Revenue (¥B) | Market Share (%) | Key Product |
|---|---|---|---|
| Ubras | 9.2 | 18.5 | Wireless Bra |
| NEIWAI | 6.8 | 13.7 | Cotton Modal Line |
| Aimer | 5.1 | 10.3 | Push-up Series |
| Victoria's Secret (China) | 2.9 | 5.8 | Luxury Lace |
Notice something? International names are losing ground. Why? They’re slow to adapt. While Victoria's Secret still pushes padded glamour, local brands offer size-inclusive ranges and eco-materials—exactly what young Chinese women want.
Where Tech Meets Intimate Apparel
Innovation isn’t just in fabric—it’s in fit. AI-powered sizing tools are now standard. Ubras’ virtual fitting room reduced return rates by 32%. Meanwhile, NEIWAI uses big data from Tmall to predict regional preferences (e.g., looser fits in southern provinces).
And let’s talk sustainability. 68% of urban female shoppers aged 18–35 say they’d pay more for eco-friendly lingerie (McKinsey China Consumer Survey, 2023). That’s why brands using TENCEL™ or recycled nylon are gaining trust—and traffic.
How to Win in This Market
If you're entering or scaling in this space, here’s my no-BS advice:
- Localize messaging: Ditch Western sex appeal. Embrace wellness and self-love.
- Leverage KOLs on Xiaohongshu: Micro-influencers drive 3x higher engagement than celebrities.
- Optimize for mobile-first shopping: 85% of purchases start on apps.
The bottom line? The lingerie industry in China isn’t just about selling bras—it’s about selling confidence, comfort, and cultural relevance. Get that right, and you’re not just part of the market—you’re leading it.