Cultural Shifts Influence Chinese Lingerie Market Demands
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- 来源：CN Lingerie Hub
China's lingerie market isn't just growing—it's transforming. Forget the days when function ruled over fashion. Today, Chinese consumers are redefining what intimacy means through their underwear drawer. Thanks to shifting cultural norms, rising female empowerment, and digital influence, the demand for lingerie in China has evolved from basic necessity to bold self-expression.
Let’s talk numbers. The Chinese lingerie market was valued at USD 18.7 billion in 2023, with an expected CAGR of 9.3% through 2030 (Statista, 2024). But it’s not just about growth—it’s about why it’s growing. And that story lies deep in cultural transformation.
From Modesty to Body Positivity
Just a decade ago, many Chinese women prioritized coverage and comfort over style. Lingerie was hidden, rarely discussed, and often bought by men for their partners. Fast forward to today: social media, body positivity movements, and homegrown influencers have ignited a revolution. Now, wearing lace, bright colors, or even bralettes as outerwear is not just accepted—it’s celebrated.
A 2023 survey by TalkingData found that 68% of urban Chinese women aged 18–35 buy lingerie primarily for themselves—not for a partner. This shift toward self-purchase reflects greater autonomy and personal identity.
The Rise of Homegrown Brands
International giants like Victoria’s Secret once dominated, but now local players like NEIWAI (内外), Ubras, and Curvy Mei are stealing the spotlight. Why? Because they speak the cultural language.
NEIWAI, founded in 2012, built its brand on the slogan “Comfort is the New Sexy” and champions inclusivity with extended sizing and gender-neutral campaigns. In 2023, NEIWAI reported over CNY 1.5 billion in annual revenue, proving that authenticity sells.
Key Market Trends at a Glance
| Trend | Description | Consumer Impact |
|---|---|---|
| Body Positivity | Brands feature diverse body types in ads | +42% engagement on inclusive campaigns (2023) |
| Sustainable Fabrics | Organic cotton, recycled materials gaining traction | 57% of Gen Z willing to pay more for eco-lingerie |
| Seamless & Wireless | Comfort-driven designs dominate sales | Wireless bras account for 65% of online sales |
| DTC E-commerce | Direct-to-consumer via Taobao, Xiaohongshu | Online channels = 78% of total lingerie sales |
Why Culture Drives Design
Chinese consumers aren’t just buying bras—they’re voting with their wallets. Traditional push-ups? Declining. Minimalist, breathable sets in calming hues like oat, blush, and sage? Skyrocketing. Ubras’ 2023 bestseller, the “Zero Gravity” bra, sold over 2 million units—a testament to the craving for invisible comfort.
And let’s not ignore the role of holidays. Singles’ Day (Nov 11) isn’t just about discounts—it’s a cultural moment. In 2023, lingerie sales during the Tmall festival hit USD 410 million, with Ubras and NEIWAI ranking top 3 in apparel categories.
The Future is Inclusive—and Digital
As China’s middle class expands and digital lifestyles deepen, lingerie brands must stay culturally agile. Virtual fitting rooms, AI size recommenders, and livestream try-ons are no longer gimmicks—they’re expectations.
The bottom line? The Chinese lingerie market isn’t just responding to trends—it’s shaping them. From quiet luxury to loud self-love, every stitch tells a story of changing values.
If you're eyeing this market—whether as a brand, investor, or curious observer—remember: it’s not just about selling lingerie. It’s about understanding a culture unbuttoning its past and embracing a more confident, comfortable future.