Chinese Lingerie Market Growth Driven by Ecommerce Expansion

In recent years, the Chinese lingerie market has blossomed into a multibillion-dollar industry, fueled by shifting consumer attitudes, rising disposable incomes, and—most importantly—the explosive growth of e-commerce platforms. No longer just about function, lingerie in China has evolved into a symbol of self-expression, body positivity, and personal empowerment. Let’s dive into what’s really driving this intimate apparel revolution.

The Rise of Digital Shopping: A Game Changer

If you think online shopping is big globally—wait until you see what’s happening in China. Platforms like Taobao, JD.com, and Pinduoduo have turned lingerie shopping from a private, often awkward experience into something seamless, discreet, and surprisingly fun. Mobile commerce (m-commerce) now accounts for over 80% of all e-commerce sales in China, making smartphones the new fitting rooms.

According to Statista, China’s lingerie market was valued at approximately $18.3 billion in 2023, with an expected compound annual growth rate (CAGR) of 9.4% through 2028. That’s not just growth—it’s a full-blown boom.

Changing Mindsets: From Taboo to Trendy

Gone are the days when buying lingerie meant blushing at the counter. Today’s Chinese women, especially those in Gen Z and Millennials, view lingerie as fashion—not just underwear. Brands like Ubras and NEIWAI (Intimissimi) have tapped into this shift by promoting comfort, inclusivity, and minimalism. Ubras even pioneered the “no-wire” bra trend, which went viral on social media and captured over 30% of the online bra market in 2022.

Social media influencers on Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) play a huge role too. Honest reviews, try-on hauls, and body-positive messaging help shoppers feel confident—even when buying online without trying anything on.

Who’s Buying? Meet the New Lingerie Consumer

It’s not just urban elites driving demand. Tier 2 and Tier 3 cities are seeing rapid adoption thanks to improved logistics and digital payment systems like Alipay and WeChat Pay. The average Chinese lingerie buyer is now between 22–35 years old, digitally savvy, and willing to pay more for quality and brand story.

As shown above, while budget options still dominate volume, the middle-tier segment is growing fastest—proof that consumers want better materials and design without luxury price tags.

What’s Next? Trends Shaping the Future

• Sustainability: Eco-friendly fabrics and ethical production are gaining attention, especially among younger buyers.
• Customization: AI-powered size recommenders and personalized shopping experiences reduce return rates and boost satisfaction.
• Cross-border e-commerce: International brands like Victoria’s Secret and Calzedonia are re-strategizing to compete with agile local players.

In conclusion, the Chinese lingerie market isn’t just growing—it’s being reinvented. With e-commerce at the helm and cultural shifts in the engine, this intimate revolution shows no signs of slowing down. Whether you're a shopper or a strategist, one thing’s clear: the future of lingerie in China is bold, digital, and beautifully diverse.