Inside China's Rapidly Evolving Lingerie Industry Scene

If you're keeping an eye on global fashion trends, one thing’s for sure — China's lingerie industry is no longer just about basic cotton bras. Over the past decade, it's exploded into a dynamic, tech-savvy, and consumer-driven market that’s redefining what intimate apparel means in Asia. As someone who’s been analyzing fashion tech and consumer behavior across East Asia, let me break down why China's lingerie market is turning heads — and how brands are winning.

First, the numbers don’t lie. In 2023, China’s lingerie market hit a value of $18.7 billion, with projections to reach $26.3 billion by 2027 (Statista, 2024). That’s a compound annual growth rate (CAGR) of nearly 9%. What’s driving this? A mix of rising disposable incomes, body positivity movements, and homegrown digital platforms like Xiaohongshu and Taobao fueling demand for stylish, comfortable, and size-inclusive designs.

Unlike Western markets dominated by legacy brands, China’s scene is led by agile e-commerce-first labels. Take NEIWAI (内外) and Ubras — both launched direct-to-consumer models emphasizing minimalism, comfort, and inclusivity. Ubras, for example, reported over 3 billion RMB in GMV during the 2023 Singles’ Day festival alone.

Key Players Reshaping the Market

Here’s a snapshot of top brands and their strategic focus:

What stands out? The shift from ‘sexy’ to ‘self-care.’ Women aren’t buying bras to impress others — they’re investing in comfort and confidence. That’s why seamless, wireless styles now make up over 60% of online sales (iiMedia Research, 2023).

Another game-changer? AI-powered fit tools. Brands like Ubras use chatbot quizzes and 3D virtual try-ons to reduce return rates — which have dropped from 35% to under 18% in two years. It’s not just tech for tech’s sake; it’s solving real pain points.

And let’s talk sizing. While international brands still struggle with limited ranges, Chinese players offer up to 18 band-cup combinations. NEIWAI even launched a campaign titled “Every Body is Inner Beauty” to promote body diversity — a message that resonated deeply across social media.

The future? Expect more integration with wellness, smart fabrics, and personalized shopping via livestreams. With Gen Z making up 45% of buyers, authenticity and values matter more than ever.

In short, China's lingerie revolution isn’t just growing — it’s setting the pace for the rest of Asia. Whether you're a shopper or a brand, now’s the time to pay attention.