Local Designers Challenge Global Lingerie Brands in China

If you’ve walked into a lingerie store in Shanghai or scrolled through Taobao lately, you might’ve noticed something different: homegrown Chinese brands are stealing the spotlight from global giants like Victoria’s Secret and Triumph. And honestly? It’s about time.

For years, international labels dominated China’s intimate apparel market with flashy marketing and imported glamour. But local designers are now turning the tables — blending cultural authenticity with modern fit tech and social-savvy branding. The result? A quiet revolution that’s reshaping what Chinese women want in their underwear.

Let’s talk numbers. According to Euromonitor, domestic lingerie brands grew their market share from 28% in 2019 to 43% in 2023. Meanwhile, global players saw a drop — especially Victoria’s Secret, whose China revenue fell by 34% during the same period (Statista, 2023).

Why Are Local Brands Winning?

It’s not just patriotism. It’s precision. Chinese designers understand body types, climate, and lifestyle needs better than any overseas brand ever could.

• Fit matters: Western cuts often don’t suit smaller busts or shorter torsos common among East Asian women. Local brands like NEIWAI (内外) and Ubras use real-body data from thousands of Chinese customers to design bras that actually fit.
• Comfort over cleavage: The ‘no-wire’ trend exploded in China, led by Ubras’ 2016 launch of its wire-free bra. By 2022, it accounted for over 60% of their sales.
• Cultural relevance: From lunar new year collections to minimalist aesthetics inspired by traditional ink painting, local brands speak directly to Chinese identity.

Market Share Comparison (2023)

As you can see, homegrown lingerie brands aren’t just competing — they’re leading.

What’s Next?

The future is inclusive, digital-first, and deeply personal. NEIWAI now offers AI-powered fit quizzes. Ubras uses big data to predict regional preferences — lighter fabrics in humid Guangzhou, warmer layers in Beijing winters.

Global brands aren’t out yet — Triumph still holds strong in tier-2 cities — but to stay relevant, they’ll need to localize more than just language. They need to rethink design, messaging, and values.

So if you're choosing between imports and local craftsmanship, ask yourself: who really knows your body? Who listens to your needs? Spoiler: it’s the brand that lives where you live.

Welcome to the new era of lingerie — made in China, designed for China.