Competitive Landscape of the Chinese Lingerie Market Today

Let’s be real — when it comes to the lingerie game in China, things are shifting faster than ever. As a lifestyle blogger who’s been deep-diving into fashion trends for over five years, I’ve seen how local brands are outmaneuvering global giants by understanding Chinese women better than ever before.

Forget Victoria’s Secret — they pulled out in 2019 because they simply didn’t get the vibe. Meanwhile, homegrown brands like NEIWAI (内外) and Ubras are killing it with comfort-first designs, inclusive sizing, and killer digital marketing. In 2023, Ubras topped Tmall’s Double 11 lingerie sales with over ¥500 million — that’s not luck, that’s strategy.

So what’s really driving this market? Let’s break it down with some hard numbers.

China’s Lingerie Market Snapshot (2023)

This table says it all: we’re in a digital-first, youth-driven era. And it’s not just about selling bras — it’s about selling self-love. NEIWAI built its brand around the slogan “Comfort is the New Sexy,” which went viral on Xiaohongshu (Little Red Book). That emotional connection? Priceless.

But here’s where it gets spicy: sustainability and size inclusivity are no longer nice-to-haves. A 2023 McKinsey report found that 67% of urban Chinese women prefer brands offering sizes beyond M, and 52% check for eco-friendly materials before buying.

Now let’s talk competition. The battle isn’t between lace and cotton anymore — it’s about data and delivery. Brands using AI-powered fit recommenders (like Ubras’ virtual fitting room) see 30% higher conversion rates. Plus, same-day delivery via partnerships with Cainiao or JD Logistics? That’s the new standard.

If you're trying to understand lingerie trends in China, here’s my pro tip: follow the KOLs. One post from Viya or Liu Genghong’s wife can sell out a collection in minutes. Influencer collabs aren’t marketing stunts — they’re launchpads.

Bottom line? The Chinese lingerie market isn’t just growing — it’s evolving. It’s more personal, more digital, and way more inclusive. Whether you’re a shopper or a seller, now’s the time to tune in.