Chinese Lingerie Market Growth Driven by Local Brands Innovation
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- 来源：CN Lingerie Hub
If you’ve been scrolling through Chinese e-commerce platforms lately, you might’ve noticed something: local lingerie brands are absolutely killing it. Forget the days when Victoria’s Secret dominated the conversation — today, homegrown names like NEIWAI (内外), Ubras, and NEIYI are redefining what comfort, style, and inclusivity mean in the Chinese lingerie market.
So what’s behind this surge? It’s not just about pretty designs. It’s data-driven innovation, cultural insight, and a deep understanding of real women’s needs.
The Rise of Comfort-First Fashion
Gone are the push-up pads and underwires that promised allure but delivered discomfort. A 2023 survey by iiMedia Research found that over 68% of Chinese women aged 18–35 now prioritize comfort over traditional ‘sexy’ aesthetics. That shift has fueled explosive growth for brands embracing the ‘invisible wear’ trend — think seamless bras, cotton-rich fabrics, and gender-neutral packaging.
Ubras, for example, skyrocketed to fame with its no-hook wireless bra. In 2022, they pulled in over ¥1.5 billion in annual GMV on Tmall alone. Meanwhile, NEIWAI reported a 40% year-on-year revenue increase in 2023, thanks to their inclusive sizing and mindfulness around body positivity.
Why Local Brands Are Winning
International giants misread the market. They pushed fantasy; Chinese consumers wanted function. Local brands listened. They leveraged social commerce, leaned into KOLs on Xiaohongshu and Douyin, and used real customer feedback to iterate fast.
Check out this snapshot of key players in the current landscape:
| Brand | Founded | Key Product | 2023 GMV (Est.) | Unique Selling Point |
|---|---|---|---|---|
| Ubras | 2016 | No-wire Bra | ¥1.5B | Silicone-free comfort tech |
| NEIWAI (内外) | 2012 | Cotton Modal Sets | ¥1.2B | Inclusivity & mental wellness focus |
| NEIYI | 2008 | Linen Bras | ¥600M | Minimalist, sustainable design |
| Victoria’s Secret (China) | 2015 | Push-up Bras | ¥320M | Legacy brand recognition |
Notice a pattern? The top performers aren’t selling dreams — they’re selling solutions. And they’re doing it through digital-first strategies. Over 75% of Ubras’ sales come from live-streaming sessions, where real women demo products in real time.
What’s Next?
The future is personalized, eco-conscious, and community-led. Brands investing in AI fit tools, recycled materials, and user-generated content are setting the pace. For savvy shoppers looking to buy better, my advice? Skip the imported hype. Explore what’s brewing locally — you’ll get more comfort, better value, and support a movement reshaping the lingerie industry in China.
Bottom line: innovation isn’t coming from New York anymore. It’s rising from Shanghai, Hangzhou, and Shenzhen — one wireless bra at a time.