Lingerie Industry News Highlights from China This Quarter

If you're into the lingerie trends shaping global fashion, China’s market this quarter has been nothing short of explosive. As a longtime observer and blogger covering intimate apparel, I’ve dug deep into the latest moves—from tech-driven fabrics to shifting consumer behaviors—and here’s what’s actually worth your attention.

China’s lingerie market grew 12.3% year-on-year in Q2 2024, hitting $18.7 billion in total revenue (Statista). What’s fueling this? Not just rising incomes, but a cultural shift: women are prioritizing comfort, self-expression, and body positivity over outdated notions of 'sexy.' Brands that get this are winning big.

Take Neiwai (内外), for example. Their ‘No Body is Nobody’ campaign went viral again this quarter, boosting sales by 29%. They’re not just selling bras—they’re selling identity. And they’re doing it with data: 68% of their customers now shop via their app, where AI recommends sizes based on fit quizzes.

Meanwhile, traditional players like EmbryForm are struggling. Their ad spend rose 15%, but revenue dipped 4%. Why? They’re still pushing padded push-ups while consumers want wireless, organic cotton styles. The message is clear: adapt or fade out.

Let’s talk materials—this is where things get geeky (in a good way). Sustainable innovation is accelerating. Check this comparison:

As you can see, TENCEL™ is leading the pack—low emissions, sky-high comfort. No wonder Ubras launched three new lines using it this quarter alone.

Another trend? Inclusivity isn’t optional anymore. Sizes now range from XXS to 3XL in top brands, and marketing reflects real bodies. On Xiaohongshu (China’s answer to Instagram), posts with #MyRealBody have 470M views—up 60% since last quarter.

But it’s not all rosy. Counterfeit lingerie is a growing issue. Alibaba’s anti-fraud team removed over 2.1 million fake product listings in March–May 2024, mostly knockoffs of popular wireless bras. Pro tip: always buy from verified旗舰店 (flagship stores) on Tmall or JD.com.

Looking ahead, expect more smart integration. Wearable tech bras—yes, really—are entering trials. One prototype from Shenzhen-based Lumi measures posture and sends alerts to your phone. It’s niche now, but could hit mainstream in 2–3 years.

In short: China’s lingerie revolution is about comfort, sustainability, and authenticity. Whether you're a buyer, brand, or just curious, pay attention—the future of undergarments is being made here.