Luxury Segment Leads Growth in Chinese Lingerie Market
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- 来源：CN Lingerie Hub
In recent years, the Chinese lingerie market has undergone a quiet revolution—one stitched with silk, lace, and rising consumer confidence. No longer just about function, lingerie in China has transformed into a symbol of self-expression, body positivity, and personal luxury. And at the heart of this transformation? The luxury segment is pulling ahead, redefining what it means to wear intimate apparel.
According to data from Euromonitor International, the Chinese lingerie market reached a value of over $12 billion in 2023, with the premium and luxury segments growing at a compound annual growth rate (CAGR) of 9.4%—nearly double that of mass-market brands. This surge isn’t just about price tags; it’s about values. Today’s Chinese consumers, especially urban women aged 25–40, are willing to invest in high-quality materials, artisanal craftsmanship, and brands that align with their lifestyle.
Why Luxury Lingerie Is Winning Hearts (and Wallets)
So, what’s driving this shift? First, there’s a cultural evolution. Social media platforms like Xiaohongshu (Little Red Book) and Douyin have normalized conversations around body image and female empowerment. Influencers openly discuss fit, fabric, and comfort—turning lingerie into a topic of pride rather than secrecy.
Second, international luxury brands like La Perla, Agent Provocateur, and Chantelle have doubled down on their presence in China, opening flagship stores in cities like Shanghai and Chengdu. Meanwhile, homegrown players such as NEIWAI (内外) and Ubras are blending minimalist design with premium materials, capturing the 'quiet luxury' trend sweeping across Asia.
Market Share Breakdown: Who’s Leading the Race?
Beyond anecdotes, let’s look at the numbers. The table below shows key player market share in China’s premium lingerie segment (2023):
| Brand | Market Share (%) | Avg. Price Range (RMB) | Primary Sales Channel |
|---|---|---|---|
| NEIWAI (内外) | 28% | 300–800 | E-commerce & Flagship Stores |
| Ubras | 22% | 250–700 | Online-First (Tmall, JD) |
| La Perla | 12% | 1,500–5,000 | Boutiques & Department Stores |
| Victoria's Secret | 9% | 400–1,200 | Physical Retail & Online |
| Others | 29% | Varies | Mixed Channels |
As the data shows, domestic brands dominate in reach and relevance, while European labels command higher price points and aspirational appeal.
The Experience Economy: It’s Not Just About the Bra
Luxury lingerie in China isn’t sold—it’s experienced. Brands are investing in immersive retail environments where customers can enjoy private fittings, skincare consultations, and even mindfulness sessions. NEIWAI’s ‘Feel the Inner Me’ campaign, for instance, pairs product launches with mental wellness workshops, resonating deeply with modern consumers who value holistic self-care.
Moreover, sustainability is no longer optional. Over 68% of Chinese luxury lingerie buyers say eco-friendly materials influence their purchase decisions (McKinsey, 2023). Brands using organic cotton, recycled lace, and biodegradable packaging are gaining traction fast.
What’s Next? The Future of Intimate Luxury
Looking ahead, personalization and tech integration will shape the next wave. AI-powered fit recommendations, AR virtual try-ons, and limited-edition collaborations with Chinese artists are already on the rise. With disposable incomes growing and stigma fading, the luxury lingerie market in China is poised to exceed $18 billion by 2027.
In short, lingerie in China is no longer hidden in drawers—it’s proudly displayed in wardrobes, shared on social feeds, and celebrated as an act of self-love. For global brands, the message is clear: if you want a piece of this booming market, go beyond beauty. Deliver meaning, quality, and empowerment—one luxurious stitch at a time.