Premiumization Trend in China's Lingerie Industry Analysis
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- 来源：CN Lingerie Hub
If you've been keeping an eye on China’s fashion scene lately, you’ve probably noticed something shifting — lingerie isn’t just about function anymore. It’s becoming a statement. A luxury experience. Welcome to the era of premiumization in China's lingerie industry, where brands are trading mass-market appeal for high-end craftsmanship, emotional branding, and personalized experiences.
Let’s break it down with real data. In 2023, China’s lingerie market hit ¥145 billion (~$20.3 billion), with the premium segment (products priced over ¥300) growing at a staggering 18% year-on-year — nearly double the overall market growth. That’s not a blip; it’s a trend.
Why Are Chinese Consumers Paying More for Lingerie?
Gone are the days when underwear was hidden and forgotten. Today’s buyers — especially urban women aged 25–40 — see lingerie as self-expression. They’re influenced by body positivity movements, social media, and global trends. But more importantly, they’re willing to invest in comfort, quality materials, and brand storytelling.
A 2023 McKinsey report found that 68% of Chinese women prioritize fabric quality over price when buying bras, and 57% associate premium lingerie with self-care. That’s a massive mindset shift.
Key Players Driving the Premium Shift
International giants like Victoria’s Secret struggled to adapt, while local innovators are thriving. Brands like NEIWAI (内外) and Ubras are leading the charge by blending minimalist design, inclusive sizing, and digital-first strategies.
Take NEIWAI: since rebranding from a basicwear label to a lifestyle brand, its premium line now accounts for 45% of total revenue. Their secret? Emotional marketing — campaigns like “No Body is Nobody” resonate deeply with modern consumers.
| Brand | Premium Product Share | YoY Growth (2023) | Price Range (CNY) |
|---|---|---|---|
| NEIWAI | 45% | 32% | 300–800 |
| Ubras | 50% | 40% | 350–900 |
| Victoria’s Secret (China) | 20% | 5% | 400–1200 |
| Aimer | 30% | 12% | 280–700 |
As you can see, digitally native brands are outpacing traditional players. Why? Because they listen to their customers. Ubras, for example, uses AI-driven fit recommendations and launched the first seamless bra with biodegradable fabric — hitting both sustainability and comfort trends.
The Role of E-Commerce & Social Commerce
You can’t talk about China's lingerie market without mentioning Douyin and Xiaohongshu. These platforms aren’t just for discovery — they’re conversion engines. Live-streaming sales of premium bras grew by 60% in 2023, with hosts emphasizing fabric close-ups, wear tests, and body inclusivity.
Luxury features once reserved for high fashion — like silk linings, ergonomic design, and custom embroidery — are now selling via 90-second TikTok clips. It’s not hype; it’s hyper-relevance.
What’s Next?
The premium wave isn’t slowing. Expect more innovation in sustainable materials, smart lingerie (yes, tech-integrated bras are coming), and experiential retail. The key for brands? Stay authentic, prioritize comfort, and speak to values — not just vanity.
For savvy shoppers or investors, this is more than a trend. It’s a cultural reset. And if you’re not paying attention to how premiumization in China's lingerie industry is redefining intimacy, comfort, and self-worth — you’re missing the bigger picture.