Social Media Influences Chinese Lingerie Market Preferences

In recent years, the Chinese lingerie market has undergone a dramatic transformation—fueled not by traditional advertising, but by the unstoppable rise of social media. Platforms like Xiaohongshu (Little Red Book), Douyin (China’s TikTok), and Weibo have become digital runways where influencers shape tastes, redefine beauty standards, and drive purchasing decisions.

Gone are the days when lingerie was a private affair. Today, it’s a statement. And who better to make that statement than China’s top KOLs (Key Opinion Leaders) and micro-influencers? From soft pastel bras to body-positive campaigns, social media is redefining what women in China want—and why they want it.

Take Xiaohongshu, for example. With over 200 million monthly active users, it's the go-to platform for lifestyle inspiration. A single viral post featuring a lace bralette can send sales soaring by up to 300% within days. Brands like NEIWAI (内外) and Ubras have capitalized on this trend, partnering with influencers to promote comfort, self-expression, and inclusivity.

But it’s not just about aesthetics. Social media has sparked open conversations around body image, sustainability, and fit. Women are no longer settling for one-size-fits-all designs. They’re demanding sizes that match their real bodies, fabrics that breathe, and styles that reflect their personalities.

The Data Behind the Hype

To understand just how powerful social media influence is, let’s look at some key numbers:

As you can see, the numbers don’t lie. Social media isn’t just influencing preferences—it’s reshaping the entire industry.

From Push-Up to Comfort: The New Ideal

Remember the era of padded push-up bras dominating shelves? That’s fading fast. Thanks to influencer-led content emphasizing wellness and authenticity, demand for seamless, wireless, and cotton-rich designs has surged. Ubras’ bestselling ‘Zero Feel’ bra, promoted heavily on Douyin, sold over 10 million units in 2022 alone.

And it’s not just young urbanites driving change. Women across tiers—from Tier 1 cities like Shanghai to emerging markets in Henan—are engaging with content that feels relatable, honest, and empowering.

What’s Next?

The future of lingerie in China is digital, diverse, and driven by trust. As algorithms get smarter and live-stream shopping grows (projected to hit $500 billion in GMV by 2025), brands must stay agile. Authentic storytelling, inclusive sizing, and influencer partnerships aren’t optional—they’re essential.

In short: if your brand isn’t on Xiaohongshu or Douyin, you’re not in the game.