Chinese Lingerie Market Trends Shaping 2025

If you're eyeing the Chinese lingerie market in 2025, buckle up—this isn’t your grandma’s bra game. China’s intimate apparel scene is exploding with innovation, cultural shifts, and digital disruption. From body positivity to smart fabrics, let’s dive into what’s really shaping this $15 billion industry.

The Rise of Self-Expression Over Sex Appeal

Gone are the days when Chinese lingerie meant lacey, barely-there pieces for male gaze appeal. Today’s consumers—especially Gen Z and millennials—are all about comfort, confidence, and personal style. A 2024 McKinsey report found that 68% of urban Chinese women prioritize fit and fabric over design flashiness.

Brands like NEIWAI (内外) and Ubras have tapped into this shift perfectly. NEIWAI’s 'No Body is Wrong' campaign went viral, pushing inclusivity across sizes and skin tones. Ubras, meanwhile, ditched underwire entirely and saw a 40% YoY sales jump in 2023.

E-Commerce & Social Selling: The Real Game-Changers

You can’t talk lingerie in China without mentioning livestreaming. Platforms like Douyin (TikTok) and Xiaohongshu (Little Red Book) aren’t just for makeup hauls—they’re full-blown shopping stages. In 2024, over 55% of lingerie purchases started with a social media discovery.

Live sellers don’t just show products—they demo comfort, stretch fabrics, and even discuss breast health. That trust translates to sales: during Singles’ Day 2023, Ubras raked in CNY 800 million (~$110M) in under 10 hours via livestreams.

Size Inclusivity? Finally Getting Real

China’s average bra size has increased from 75A to 75B over the past decade (Nielsen, 2023), but sizing diversity still lags. That said, premium brands are stepping up. NEIWAI now offers sizes up to 90D, while startups like Goowool use AI fitting tools to reduce returns by 30%.

Tech Meets Intimacy: Smart Lingerie Emerges

Yes, smart bras are a thing. Some monitor posture; others track respiratory patterns for stress management. While still niche (<5% market share), tech-integrated lingerie is growing at 22% annually. Expect more health-focused wearables by 2025, especially as Chinese consumers blend wellness with fashion.

Market Breakdown: Key Players & Growth Projections

As of 2024, local brands dominate over 60% of the market, proving that global names must adapt or exit.

What’s Next in 2025?

Sustainability will go mainstream. Expect biodegradable packaging, recycled fabrics, and carbon-neutral supply chains. Also watch for AI-driven customization—think apps that recommend styles based on body scans and lifestyle.

The bottom line? The Chinese lingerie market isn’t just growing—it’s evolving. It’s no longer about seduction; it’s about self-love, tech-savviness, and digital fluency. Brands that get this will thrive. Those stuck in the past? They’ll be left out in the cold… or worse, out of stock.