Market Trends in Chinese Lingerie Sector Post-Pandemic Shifts

Let’s be real — the Chinese lingerie market isn’t what it was five years ago. If you’re still thinking of it as all about basic cotton bras and mass-produced sets, you’re already behind. Since the pandemic, we’ve seen a total mindset shift: women aren’t just buying underwear to wear under clothes — they’re buying for comfort, self-expression, and even empowerment.

As someone who’s been tracking fashion consumer behavior across Asia for over a decade, I can tell you this: post-pandemic China is redefining intimacy apparel. And if you're not paying attention to these changes, you're missing out on serious opportunities.

First, let’s talk numbers. According to Statista, China’s lingerie market hit **$28.7 billion in 2023**, with an annual growth rate of **6.4%** — faster than most Western markets. But here’s the kicker: it’s not Victoria’s Secret leading the charge anymore. Local brands like NEIWAI (内外) and Ubras are dominating because they get what modern Chinese women want — minimalism, inclusivity, and body positivity.

Take Ubras, for example. In 2020, they launched their 'zero-feel' bra campaign — wireless, seamless, ultra-comfortable. It went viral on Xiaohongshu (China’s answer to Instagram + Pinterest), and sales jumped by **180% year-on-year**. That’s not luck — that’s understanding cultural shifts.

Here’s a quick breakdown of key players and their market positioning:

Notice something? The top two spots are held by homegrown brands. Why? Because they speak directly to local values. While global giants focused on glamour, Chinese consumers were craving authenticity.

Another major trend? Size inclusivity. In 2021, only 34% of brands offered extended cup sizes (D+). By 2023, that number jumped to **67%** — thanks largely to pressure from social media and real customer demand. NEIWAI now offers sizes up to 90G, and their conversion rates are through the roof.

Sustainability is also rising fast. A 2023 McKinsey survey found that **62% of urban Chinese women aged 18–35** consider eco-friendly materials a deciding factor. That’s why brands using TENCEL™ or recycled lace are gaining traction.

So where’s the market headed? Three predictions:

1. **Tech integration** – Smart bras with posture sensors or cycle tracking will move from niche to mainstream. 2. **Private labels booming** – E-commerce platforms like JD.com and Pinduoduo are launching affordable house brands, undercutting premium names. 3. **Gender-fluid designs** – More brands will follow NEIWAI’s lead, blurring lines between men’s and women’s intimate apparel.

Bottom line? The Chinese lingerie sector is no longer just about selling bras — it’s about selling identity. And if your brand isn’t adapting to comfort, inclusivity, and digital engagement, you won’t survive the next wave.

Want proof? Just check out how NEIWAI built a community through storytelling, not just ads. That’s the future.