Post Pandemic Recovery Boosts Chinese Lingerie Market Sales
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- 来源：CN Lingerie Hub
Let’s be real — no one saw the lingerie boom coming *after* the pandemic. But here we are, in 2024, and China's intimate apparel market is not just bouncing back — it's sprinting forward. As a fashion industry analyst who’s been tracking consumer behavior for over a decade, I’ve seen shifts before, but this? This is different.
During lockdowns, loungewear ruled. Bras were ditched, and comfort was king. But as life returned to normal, so did the desire to feel confident — and sexy. According to Euromonitor International, China’s lingerie market grew by 14.3% in 2023, hitting a record $18.7 billion USD. That’s not a blip — it’s a trend.
So what’s fueling this surge? Three big factors: rising disposable income among urban women, aggressive digital marketing by brands, and a cultural shift toward body positivity. Women aren’t just buying bras — they’re investing in self-expression.
Key Players & Market Share (2023)
| Brand | Market Share (%) | Primary Audience | Key Selling Point |
|---|---|---|---|
| Maniform | 18.5% | 25–35 years | Comfort + Style |
| Ubras | 16.2% | 20–30 years | Wireless Innovation |
| NEIWAI (内外) | 14.8% | 28–40 years | Minimalist Design + Sustainability |
| Aimer | 12.1% | 30–45 years | Luxury Fit |
| Other Brands | 38.4% | All | Varying |
As you can see, homegrown brands like Maniform and NEIWAI dominate — and they’re winning by speaking directly to modern Chinese women. No more ‘sexy at all costs.’ Instead, it’s about comfort, inclusivity, and emotional connection.
TikTok and Xiaohongshu (Little Red Book) are where the magic happens. Ubras’ viral ‘No Wire, No Problem’ campaign reached over 300 million views in Q1 2023 alone. And NEIWAI’s ‘Every Body is Inner Beauty’ campaign boosted sales by 27% year-on-year.
But it’s not just about social media hype. Data from Alibaba’s 2023 Female Consumer Report shows that 68% of women now prioritize fit and fabric over brand name. That’s a game-changer. It means startups with smart design and ethical sourcing can compete — and win.
Looking ahead, the market is expected to grow at a CAGR of 9.4% through 2027, driven by lower-tier cities and Gen Z buyers. These consumers want personalized experiences, seamless online shopping, and values-aligned brands.
Bottom line? The Chinese lingerie market isn’t just recovering — it’s redefining itself. And if you're a brand not focusing on authenticity, comfort, and digital engagement? You’re already behind.