Retail Evolution in the Chinese Lingerie Industry Scene

If you're keeping an eye on global fashion trends, here’s one shift you can’t ignore: the Chinese lingerie industry is transforming fast — and it's no longer just about function. With rising disposable incomes, evolving gender norms, and digital-savvy consumers, China’s intimate apparel market is rewriting the rules of retail.

Gone are the days when bras were purely utilitarian. Today, they’re a statement. A lifestyle. And for brands? A goldmine — if you know how to play the game.

Let’s break it down with some hard numbers.

Market Growth at a Glance

The Chinese lingerie market was valued at approximately $18.3 billion in 2023, according to Statista and Euromonitor data, and is projected to grow at a CAGR of 6.4% through 2028. That puts it ahead of many Western markets in terms of momentum.

Notice something? Online sales now make up over half of all lingerie transactions — and that number keeps climbing. Platforms like Tmall, JD.com, and Douyin aren’t just convenient; they’re shaping consumer behavior through live-streamed try-ons, AI fit guides, and social proof.

What’s Driving the Change?

Three big forces are reshaping the game:

1. Youth Empowerment: Gen Z and young millennials see lingerie as self-expression, not just undergarments. Brands like NEIWAI (内外) and Ubras are winning by promoting body positivity and comfort over push-up padding.
2. Tech Integration: From smart fabrics to virtual fitting rooms, tech is reducing return rates and boosting confidence. Ubras reported a 30% drop in returns after launching their AR try-on feature in 2022.
3. DTC (Direct-to-Consumer) Surge: Local brands skip department stores and go straight to consumers via mini-programs and WeChat shops. This cuts costs and builds loyalty.

Meanwhile, international players like Victoria’s Secret have had to adapt — or exit. After struggling to resonate culturally, they shuttered dozens of stores before relaunching with localized campaigns featuring real women, not just models.

So, What Should Buyers or Brands Do?

If you're sourcing or selling in this space, don’t treat China like any other market. Here’s my take from working with suppliers in Guangdong:

• Prioritize comfort and inclusivity — wire-free, seamless designs dominate bestseller lists.
• Leverage livestream commerce — a single 2-hour session on Douyin can outsell a month of offline sales.
• Localize your messaging — avoid overt sex appeal; focus on wellness, confidence, and everyday luxury.

The bottom line? The retail evolution in China’s lingerie scene isn’t slowing down. Whether you're a buyer, brand, or observer, now’s the time to understand the shift — before you’re left behind.