Future Outlook for the Chinese Lingerie Industry 2024

If you're keeping an eye on global fashion trends, here's one sector booming with potential: the Chinese lingerie industry. As consumer mindsets shift and body positivity takes center stage, this market isn't just growing—it's transforming. In 2024, we’re seeing a blend of innovation, inclusivity, and digital-savvy strategies that are redefining what lingerie means in China.

Let’s break it down with some hard numbers. According to Statista and McKinsey reports, China’s lingerie market hit $18.3 billion in 2023, with projections soaring to $25.7 billion by 2026. That’s a CAGR of nearly 12%—outpacing many other apparel segments. What’s driving this? Simple: Chinese women are spending more on self-expression and comfort, not just aesthetics.

Take sizing and fit, for example. Western brands often struggle here because they assume universal sizing. But Chinese consumers have different body types on average—petite frames, narrower shoulders, shorter torsos. Local players like NEIWAI (Inside) and Ubras get this. They’ve invested heavily in data-driven fit research and launched inclusive size ranges. The result? Higher retention and rave reviews.

Notice something? Homegrown brands dominate—even outperforming global giants in local relevance. Ubras, for instance, pioneered the “zero-pressure” bra using memory foam and stretch fabrics. It went viral on Xiaohongshu (China’s Instagram-Pinterest hybrid), racking up over 800 million views under #NoWireChallenge.

E-commerce is another game-changer. Over 70% of lingerie purchases in China happen online, thanks to live commerce on platforms like Taobao Live and Douyin (TikTok). Real-time try-ons, instant discounts, and influencer trust drive conversions. In 2023, Ubras generated 45% of its sales through live streams—a model still underutilized abroad.

But it’s not all smooth stitching. Challenges remain. Returns due to poor fit hover around 35%, higher than the global average. That’s where AI-powered fit tools come in. Brands like NEIWAI now offer virtual fitting rooms using augmented reality—cutting return rates by nearly 18% in pilot tests.

Looking ahead, sustainability and personalization will be key. Cotton cultivation and microplastics are under scrutiny. Forward-thinking brands are switching to TENCEL™, recycled lace, and biodegradable packaging. Meanwhile, customization—like choosing embroidery or strap styles—is gaining traction among Gen Z buyers who crave uniqueness.

In short, the future of the lingerie market in China isn’t just about selling bras—it’s about building trust, embracing diversity, and leveraging tech to deliver comfort with confidence. Whether you're a shopper or a strategist, 2024 is the year to pay attention.