Analyzing Shifts in the Chinese Lingerie Consumer Market

If you've been watching the Chinese lingerie market over the past few years, one thing’s crystal clear: it's not your grandma’s shapewear aisle anymore. We’re seeing a massive cultural and commercial shift — driven by younger consumers, body positivity, and digital commerce. As someone who’s tracked intimate apparel trends across Asia for over a decade, let me break down what’s really changing — and where smart brands should focus.

The Rise of Self-Expression Over Size

Gone are the days when buying lingerie in China meant picking from a narrow range of skin-toned bras in crowded department stores. Today’s Chinese consumers, especially Gen Z and young millennials, treat lingerie as fashion — not function alone. According to a 2023 report by iiMedia Research, the Chinese lingerie market hit ¥158.9 billion (~$22.1 billion) in sales, with online channels accounting for over 67% of transactions.

What’s fueling this? Social media. Platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) have turned bra reviews, unboxings, and ‘get ready with me’ videos into serious influence engines. And unlike Western markets that still wrestle with modesty norms, Chinese youth are openly discussing fit, comfort, and aesthetics — reshaping demand.

Key Trends Reshaping the Market

• Comfort-first design: Wireless bras and cotton-rich fabrics now dominate searches.
• Inclusivity: Demand for extended cup sizes (D+) grew 43% YoY on Tmall in 2023.
• Aesthetic branding: Pastels, lace hybrids, and gender-neutral lines are trending.

Market Share Breakdown: Top Players in 2023

Notice something? Legacy players like Aimer still hold ground, but digitally native brands like Ubras and NEIWAI are winning through community-driven marketing and agile supply chains. Ubras, for instance, pioneered the ‘no wire, no hassle’ campaign — now a market standard.

Why Localization Beats Global Glamour

International giants like Victoria’s Secret struggled initially because they underestimated local preferences. While their runways screamed glamour, Chinese consumers wanted breathable fabric and natural silhouettes. VS has since rebooted with localized designs — but they’ve lost first-mover advantage.

The real winners? Brands that listen. NEIWAI’s ‘No Body is Wrong’ campaign resonated deeply, blending activism with product innovation. Their seamless bras now account for 61% of revenue — up from 38% in 2020.

Final Takeaway

The new era of the Chinese lingerie consumer isn’t about seduction — it’s about selfhood. Whether you're a brand entering the market or a shopper navigating choices, understanding this mindset shift is key. Prioritize comfort, inclusivity, and authenticity — or risk being left behind.