Industry News Reveals Shifts in Chinese Lingerie Consumer Behavior

If you're paying attention to the fashion and intimate apparel markets, you’ve probably noticed a major shift — especially in China. As a lifestyle blogger who’s been tracking consumer trends for over six years, I’ve seen how quickly preferences evolve. But nothing compares to what we’re witnessing now in the Chinese lingerie market.

Gone are the days when function ruled. Today’s Chinese consumers want style, comfort, sustainability, and personalization — all wrapped into one delicate package. And brands that don’t adapt? They’re already falling behind.

The Rise of Self-Expression Through Lingerie

One of the biggest changes? Lingerie is no longer just about romance or practicality. It's become a form of self-expression. According to a 2023 McKinsey report, 68% of women aged 18–35 in Tier 1 Chinese cities view lingerie as part of their daily self-care routine — not something hidden away.

This mindset shift has fueled demand for bold colors, unique cuts, and eco-friendly materials. Brands like NEIWAI (内外) and Ubras are leading the charge by promoting body positivity and inclusivity — and it’s working.

Key Market Trends Backed by Data

Let’s break down what’s really driving this transformation. Here’s a snapshot of current consumer behavior:

As you can see, convenience and ethics matter. Wireless designs dominate because comfort is king. But more importantly, digital-native brands are winning because they speak the language of young Chinese shoppers — through social media, KOLs, and seamless e-commerce experiences.

Why Traditional Brands Are Struggling

Legacy players like Victoria’s Secret tried to enter China with their runway glam approach. Spoiler: it didn’t work. By 2022, they closed half their stores. Why? Their messaging felt outdated. Chinese women weren’t looking for unattainable beauty standards — they wanted relatability.

In contrast, Ubras launched a campaign titled “No Body is Nobody” — celebrating real bodies with zero Photoshop. The result? A 40% increase in Q3 sales and massive social engagement.

The Role of E-Commerce & Social Platforms

You can’t talk about Chinese lingerie consumer behavior without mentioning platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok). These aren’t just apps — they’re discovery engines. Over 60% of purchases start with a video review or influencer try-on.

Smart brands invest heavily in content. For example, NEIWAI partners with mental health advocates to discuss body image, blending wellness with fashion. That kind of authenticity builds trust — and trust drives sales.

What’s Next?

Looking ahead, personalization will be key. AI-driven fit recommendations and custom packaging are already gaining traction. Sustainability will also move from ‘nice-to-have’ to mandatory, especially with Gen Z holding brands accountable.

For shoppers, this means better products and more ethical choices. For brands, adaptation isn’t optional — it’s survival.

If you're curious to explore top-rated styles that match this new wave of conscious fashion, check out our recommended picks at /.