Chinese Lingerie Market Expands Through Brand Collaborations
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- 来源：CN Lingerie Hub
Move over, fast fashion—China’s lingerie market is getting a sexy upgrade, and it’s not just about lace and silk. With rising disposable incomes, evolving beauty standards, and a digital-savvy female consumer base, the Chinese lingerie industry is booming. But here’s the twist: it’s not just homegrown brands leading the charge. International players are teaming up with local influencers and designers to craft something truly unique.
In 2023, China's lingerie market hit a staggering ¥185 billion (approx. $25.6 billion), growing at a CAGR of 9.3% since 2020. What’s fueling this growth? A mix of body positivity movements, demand for comfort, and smart brand collaborations that resonate culturally.
Why Collaborations Are the New Hype
Forget one-size-fits-all marketing. Chinese consumers crave authenticity. That’s why global brands like Victoria’s Secret and Intimissimi are partnering with Chinese designers and KOLs (Key Opinion Leaders). For example, in 2022, Victoria’s Secret teamed up with Shanghai-based designer M Essential to launch a limited-edition qipao-inspired lingerie line. The result? Sold out in under 72 hours.
These collabs aren’t just about aesthetics—they’re cultural dialogues. They blend Western silhouettes with Eastern motifs, creating pieces that feel both familiar and fresh.
Who’s Winning the Game?
Let’s break it down. While international names still hold sway, domestic brands like NEIWAI (内外) and Ubras are dominating through innovation and emotional branding. NEIWAI, meaning 'inner & outer,' built its identity around self-expression and inclusivity—launching campaigns featuring real women of all shapes, sizes, and ages.
Check out how the top players stack up:
| Brand | Origin | 2023 Revenue (CNY Billion) | Key Strategy |
|---|---|---|---|
| NEIWAI | China | 12.8 | Body positivity, minimalist design |
| Ubras | China | 10.5 | No-wire bras, e-commerce focus |
| Victoria’s Secret | USA | 8.2 | Local collabs, flagship stores |
| Aimer | China | 7.6 | Luxury positioning, offline retail |
The Digital Edge
You can’t talk about lingerie in China without mentioning e-commerce. Over 78% of sales happen online, with Tmall and JD.com leading the pack. Live-streaming has become a game-changer—Ubras once generated ¥150 million in sales during a single 12-hour Douyin live session.
Social media isn’t just for selling; it’s for storytelling. Brands use platforms like Xiaohongshu (Little Red Book) to spark conversations around self-love and confidence, turning customers into loyal communities.
What’s Next?
The future is inclusive, tech-integrated, and sustainable. We’re seeing smart bras with health-tracking sensors and eco-friendly fabrics gaining traction. And as Gen Z takes center stage, expect more gender-fluid designs and bold creative partnerships.
In short, China’s lingerie revolution isn’t just about what’s underneath—it’s about empowerment, identity, and innovation. Whether you're a brand or a buyer, now’s the time to pay attention.