Exploring Growth in the Chinese Lingerie Market 2024
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- 来源：CN Lingerie Hub
China's lingerie market is heating up — and it’s not just about lace and silk anymore. In 2024, the industry is undergoing a full-blown transformation, driven by shifting consumer values, rising disposable incomes, and a bold new wave of homegrown brands redefining intimacy wear. Forget outdated notions of modesty; today’s Chinese women are shopping for comfort, self-expression, and confidence — and they’re spending big.
By 2024, the Chinese lingerie market is projected to hit USD 18.7 billion, growing at a CAGR of 9.3% since 2020 (Statista, 2023). What’s fueling this surge? A mix of digital empowerment, body positivity movements, and savvy e-commerce strategies that speak directly to younger, urban consumers.
The Rise of Homegrown Heroes
International giants like Victoria’s Secret once dominated mall storefronts, but local players are now stealing the spotlight. Brands like NEIWAI (内外), Ubras, and Shanghai Peach are winning hearts with inclusive sizing, minimalist designs, and messaging that celebrates real bodies.
Take Ubras: in 2023, they reported over CNY 3 billion in annual sales on Tmall alone, thanks to their best-selling 'zero-feeling' bras — wireless, seamless, and designed for all-day comfort. NEIWAI, meanwhile, has built a loyal community through storytelling campaigns focused on emotional wellness and female autonomy.
What Are Consumers Really Looking For?
Gone are the days when push-up bras ruled the roost. Modern Chinese shoppers prioritize:
- Comfort (78% of buyers cite this as top factor)
- Health-conscious materials (organic cotton, breathable fabrics)
- Inclusivity (sizes from AA to G cups now standard among top brands)
- Social alignment (brands supporting gender equality or sustainability score higher trust ratings)
Market Breakdown: Key Players & Performance (2023)
| Brand | Origin | 2023 Revenue (CNY) | Key Product | Market Share |
|---|---|---|---|---|
| Ubras | China | 3.2 billion | No-wire Comfort Bra | 18% |
| NEIWAI | China | 2.1 billion | Cotton Modal Sets | 12% |
| Victoria’s Secret | USA | 1.4 billion | Push-up Bras | 8% |
| Maniform | China | 980 million | Sports Bras | 6% |
As the table shows, domestic brands now control over 50% of the premium segment, outpacing foreign competitors by focusing on localized needs and digital-first engagement.
Digital Dominance: Where Sales Happen
Over 85% of lingerie purchases in China happen online — primarily via Tmall, JD.com, and Douyin. Live-stream commerce is especially powerful: in 2023, Ubras generated nearly 40% of its revenue through Douyin live sessions, where hosts discuss fit, fabric, and self-love in real time.
Social media isn’t just for selling — it’s shaping identity. KOLs (Key Opinion Leaders) like @LindaBeautyLab break down bra anatomy in short videos, while WeChat communities foster open chats about breast health and body image.
Challenges & The Road Ahead
Despite growth, challenges remain. Returns due to incorrect sizing hover around 30%, pushing brands to invest in AI fitting tools and virtual try-ons. Sustainability is another frontier — only 12% of brands currently use eco-certified materials, but that number is expected to double by 2025.
Looking ahead, the fusion of tech, wellness, and personalization will define the next chapter. Smart bras with posture sensors, menstrual cycle tracking, and even mood-responsive fabrics are already in beta testing.
In 2024, China’s lingerie market isn’t just growing — it’s evolving into something deeper: a mirror of women’s changing roles, desires, and voices in society. And that’s a trend worth investing in.