Chinese Lingerie Market Growth 2024 Industry Trends Analysis
- 时间：
- 浏览：29
- 来源：CN Lingerie Hub
If you're eyeing the Chinese lingerie market in 2024, let me tell you — it’s not just growing, it’s *transforming*. As a lifestyle blogger who’s been tracking intimate apparel trends across Asia for over 6 years, I’ve seen how fast consumer mindsets shift. And right now? China is leading the charge with a blend of cultural evolution, digital innovation, and homegrown brands that are giving international giants a serious run for their money.
Gone are the days when lingerie in China meant basic cotton bras sold at department stores. Today, women are demanding style, comfort, *and* self-expression. According to Statista, the Chinese lingerie market hit $18.3 billion in 2023 and is projected to grow at a CAGR of 9.4% through 2027. That’s not just impressive — it’s explosive.
So what’s driving this boom? Let’s break it down.
The Rise of Local Brands
International players like Victoria’s Secret once dominated, but they’ve lost ground. Why? Misreading local tastes. Enter homegrown heroes like NEIWAI (内外) and Ubras. These brands speak directly to modern Chinese women — promoting body positivity, minimalism, and inclusivity. Ubras, for example, saw a 150% YoY revenue jump in 2023 after launching its “No Wire, No Worry” campaign.
Digital-First = Consumer-First
We can’t talk about China without talking e-commerce. Over 85% of lingerie purchases happen online, mostly via Tmall and Douyin. Live-streamed try-ons, AI size recommenders, and KOL unboxings aren’t gimmicks — they’re essential tools building trust in a category where fit matters.
| Brand | 2023 Revenue (USD) | Primary Sales Channel | Key Differentiator |
|---|---|---|---|
| Ubras | $410M | Douyin & Tmall | Wireless comfort wear |
| NEIWAI | $320M | Omnichannel | Inclusive sizing & design |
| Victoria's Secret (China) | $98M | Offline Stores | Luxury image |
| Maniform | $205M | Tmall | Fashion-forward styles |
Notice a pattern? The top performers are digitally native. They listen. They adapt. And they’re winning.
Consumer Shifts You Can’t Ignore
- Comfort > Glamour: 68% of women aged 18–35 prefer soft-cup or wireless bras (McKinsey, 2023).
- Body Positivity: Size inclusivity isn’t niche — it’s expected. NEIWAI offers sizes up to XXL and features real women in ads.
- Sustainability: 61% of urban consumers say eco-materials influence purchase decisions.
Bottom line? The future of lingerie in China isn’t about seduction — it’s about self-care. If you’re a brand trying to enter this space, forget copying Western models. Localize your message, invest in social commerce, and above all, respect the consumer.
Want to stay ahead? Follow the data, follow the culture, and definitely follow where the Chinese lingerie market is headed — because it’s moving fast.