PostPandemic Recovery Shapes Chinese Lingerie Market Trends

China's lingerie market is bouncing back with a bold new attitude. After the pandemic shook consumer habits, the industry isn't just recovering—it's reinventing itself. Forget frilly lace and one-size-fits-all ideals. Today’s Chinese shoppers want comfort, inclusivity, and self-expression. And brands that get it are winning big.

According to Euromonitor International, China’s lingerie market reached $12.8 billion in 2023, up nearly 9% from 2021. But the real story isn’t just growth—it’s transformation. The post-pandemic era has shifted priorities: loungewear blends with lingerie, body positivity is trending, and digital platforms dominate discovery and sales.

The Rise of Comfort & Functionality

Gone are the days when bras were about looking good at the expense of feeling good. Now, seamless bras, cotton-rich fabrics, and wireless designs rule. A 2023 survey by iiMedia Research found that 76% of Chinese women aged 18–35 prioritize comfort over style when buying lingerie.

This mindset shift has fueled demand for 'sleepwear that works' and 'loungewear that looks chic.' Brands like NEIWAI (Undercover) and Ubras have capitalized on this trend, promoting slogans like 'Wear what feels right' and dominating social media with relatable messaging.

Inclusivity Is No Longer Optional

Skin tone diversity, plus-size ranges, and gender-neutral options are gaining traction. While traditional brands stuck to narrow beauty standards, digitally native players embraced size inclusivity early. Ubras launched sizes up to XXL and used real women—not models—in campaigns. Result? Their GMV (Gross Merchandise Value) on Tmall surged by 142% YoY in 2022.

Here’s how key brands compare in inclusive sizing:

Digital-First Wins the Game

E-commerce isn’t just a channel—it’s the battleground. In 2023, over 68% of lingerie sales in China happened online, per Statista. Live streaming on Douyin and Taobao Live has become a game-changer. One Ubras livestream session in 2022 generated over ¥50 million ($7M) in sales in under three hours.

Social media fuels desire. KOLs (Key Opinion Leaders) and micro-influencers share unfiltered try-ons, boosting trust. NEIWAI’s partnership with lifestyle bloggers helped grow its WeChat community to over 2 million engaged followers.

What’s Next?

The future is personalization and sustainability. Smart bras with health-tracking features are emerging, while eco-conscious buyers favor brands using recycled materials. Expect AI-driven fit recommendations and virtual fitting rooms to go mainstream by 2025.

The bottom line? The Chinese lingerie market isn’t just recovering—it’s evolving with purpose. Brands that listen, adapt, and empower will lead the next chapter.