Young Consumers Fuel Chinese Lingerie Market Expansion
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- 来源：CN Lingerie Hub
China's lingerie market is heating up, and guess who’s pulling the strings? Not the usual suspects — it’s Gen Z and young millennials rewriting the rules. Forget frilly, uncomfortable sets meant for someone else’s gaze. Today’s Chinese youth want comfort, self-expression, and a dash of rebellion against traditional beauty norms. And brands are scrambling to keep up.
According to Euromonitor International, China’s lingerie market hit a whopping $18.3 billion in 2023, with an annual growth rate of nearly 9.4% — largely driven by consumers under 30. That’s not just growth; that’s a full-blown revolution in silk and lace.
What’s fueling this boom? It’s simple: young Chinese women aren’t buying lingerie for their partners anymore. They’re buying it for themselves. The mindset has shifted from ‘seduction’ to ‘self-love.’ And brands like NEIWAI (内外), Ubras, and Curvy Mei are cashing in by promoting body positivity and functional fashion.
Take Ubras, for example. In 2023, they reported over ¥6.5 billion ($900 million) in sales — a 35% year-on-year jump — thanks to their seamless, wire-free bras marketed with slogans like “Wear what feels right.” NEIWAI, meanwhile, launched campaigns featuring real women of all shapes, ages, and skin tones, boosting engagement by 72% on social platforms.
Why Young Shoppers Are Changing the Game
- Comfort > Couture: 68% of women aged 18–30 prefer soft, wireless bras over structured ones (Source: iiMedia Research).
- Social Media Influence: Douyin and Xiaohongshu are hotbeds for lingerie reviews and styling tips. #LingerieTryOn videos have amassed over 4.2 billion views.
- Body Positivity: Plus-size and inclusive sizing now account for 27% of online lingerie sales, up from 14% in 2020.
Market Breakdown: Key Players & Performance (2023)
| Brand | Origin | 2023 Revenue (USD) | Target Audience | Key Selling Point |
|---|---|---|---|---|
| Ubras | China | $900M | Women 18-35 | Wire-free, minimalist design |
| NEIWAI (内外) | China | $480M | Urban professionals | Inclusivity, sustainability |
| Curvy Mei | China | $210M | Plus-size women | Extended sizing, bold styles |
| Triumph | Germany | $320M | Mature shoppers | Heritage, fit technology |
| Victoria's Secret | USA | $280M | Trend-followers | Brand prestige |
The data speaks volumes: homegrown brands dominate when it comes to capturing the youth market. While Victoria’s Secret still has name recognition, its sales have plateaued due to outdated marketing that feels out of touch with modern Chinese values.
Another game-changer? E-commerce. Over 80% of lingerie purchases in China are made online, with livestream shopping contributing to nearly 40% of total sales. Platforms like Taobao Live allow brands to demo products in real-time, answer fit questions, and build trust — something brick-and-mortar stores struggle to match.
But it’s not all smooth sailing. Challenges around accurate sizing, return rates, and privacy still linger. Yet innovation is on the rise: AI-powered size recommenders and virtual fitting rooms are being adopted by top players to reduce friction.
So where do we go from here? The future of China’s lingerie market isn’t about pushing unrealistic ideals — it’s about empowerment, authenticity, and letting women choose what makes them feel confident. As long as young consumers keep demanding more, the industry will keep evolving — one soft bra at a time.