Understanding the Evolution of the Chinese Lingerie Market

If you're keeping an eye on global fashion trends, here’s one market that’s quietly turning heads: China’s lingerie industry. Forget outdated notions of conservative tastes — Chinese consumers are redefining intimacy wear with bold style, tech-driven comfort, and a growing appetite for self-expression.

As a lifestyle blogger who’s been tracking Asian fashion shifts for over five years, I’ve seen this transformation firsthand. From Shanghai boutiques to livestream shopping frenzies, the way Chinese women buy and think about lingerie has changed — fast.

Let’s break down what’s really driving this shift, backed by real data and shopper behavior.

The Rise of the Modern Chinese Lingerie Consumer

Gone are the days when functionality ruled. Today’s Chinese lingerie buyer values fit, aesthetics, and brand ethos. A 2023 McKinsey report found that 68% of urban Chinese women aged 18–35 prioritize design and comfort over price when choosing bras — a major shift from just a decade ago.

Social media plays a huge role. Platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) are flooded with #LingerieTryOn videos and body positivity posts. This digital conversation has normalized open discussions about sizing, skin tone inclusivity, and even mental wellness tied to clothing confidence.

Key Market Trends in 2024

• Comfort-first designs — Seamless, wireless, and cotton-rich styles dominate.
• Localization of international brands — Victoria’s Secret struggled initially but rebounded by launching petite-fit lines for smaller frames.
• Rise of DTC (Direct-to-Consumer) startups — Brands like NEIWAI (内外) and Ubras lead with gender-neutral packaging and inclusive marketing.

One of the biggest game-changers? innovative e-commerce strategies. Live selling now accounts for nearly 30% of online lingerie sales in China, according to iiMedia Research.

Market Share of Top Lingerie Brands in China (2023)

Notice something? Pure-play online brands now outpace traditional giants. That’s because they speak directly to younger audiences through personalized digital experiences — think AI size guides and virtual fitting rooms.

What This Means for Global Brands

If you’re eyeing the Chinese market, don’t just translate your website. Localize your message. Highlight comfort, inclusivity, and sustainability. And invest heavily in social commerce — WeChat mini-programs and livestream collabs are no longer optional.

In short, the Chinese lingerie market isn’t just growing — it’s evolving on its own terms. Whether you're a shopper or a seller, understanding these nuances is key to staying relevant.