Chinese Lingerie Market Focuses on Gen Z Preferences
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- 来源：CN Lingerie Hub
In recent years, the Chinese lingerie market has undergone a dramatic transformation—driven largely by the tastes and values of Generation Z. No longer just about function, today’s lingerie is a statement of self-expression, body positivity, and personal identity. Brands that once catered to conservative ideals are now pivoting hard toward youth-centric designs, inclusive sizing, and digital-first engagement.
Gen Z, roughly defined as those born between 1997 and 2012, now makes up nearly 40% of China’s consumer economy, according to McKinsey. Their influence is reshaping everything from fashion to food—and lingerie is no exception. Unlike previous generations, Gen Z shoppers prioritize comfort, authenticity, and social values over traditional notions of allure.
A 2023 survey by iiMedia Research found that 68% of young Chinese women aged 18–26 prefer soft-cup or bralette styles over underwire bras. Why? Because they’re comfortable, versatile, and align with the ‘effortless chic’ aesthetic popularized on platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok).
The Rise of Homegrown Brands
While international players like Victoria’s Secret struggled to gain traction post-2020, local brands such as NEIWAI (内外), Ubras, and CleverMade have surged ahead by listening closely to Gen Z. NEIWAI, for example, built its brand around the slogan “Real Me, Real Comfort” and avoids sexualized marketing entirely.
Ubras made headlines in 2021 by launching the first-ever zero-wire, one-size-fits-most bra that sold over 1 million units in a single year. Their success? A mix of smart design, influencer collaborations, and seamless e-commerce integration.
Key Preferences Shaping the Market
So what exactly does Gen Z want in their lingerie? Here’s a snapshot:
| Preference | Why It Matters | Market Response |
|---|---|---|
| Comfort First | Long hours working from home or studying | 90% cotton blends, wireless designs |
| Inclusivity | Demand for diverse body representation | Extended size ranges (A–F cups) |
| Minimalist Aesthetic | Aligns with clean, modern lifestyle | Neutral tones, seamless silhouettes |
| Sustainability | Eco-conscious buying habits | Recycled fabrics, reduced packaging |
Social Commerce Is King
You won’t find Gen Z flipping through print catalogs. Instead, they’re discovering new brands through KOLs (Key Opinion Leaders) and short-video content. On Douyin, lingerie-related hashtags have garnered over 3.2 billion views in the past year alone.
Live-stream shopping has become a game-changer. During the 2023 Singles’ Day event, Ubras generated more than CNY 500 million in sales through live streams—proving that trust-driven, interactive selling works.
What’s Next?
The future of lingerie in China isn’t just about what you wear—it’s about how it makes you feel. As Gen Z continues to demand transparency, inclusivity, and innovation, expect more tech-integrated fabrics, gender-neutral lines, and AI-powered fit recommendations.
One thing’s clear: the days of one-size-fits-all marketing are over. The winners will be those who see lingerie not as underwear, but as innerwear—a reflection of inner confidence and individuality.