Chinese Lingerie Market Witnesses Increased Rivalry Among Brands

The Chinese lingerie market is heating up—fast. Once dominated by a few international giants, it's now a battlefield of innovation, culture, and fierce competition. With rising disposable incomes, evolving beauty standards, and a growing appetite for self-expression, Chinese consumers are redefining what intimacy wear means in the 21st century.

According to Statista, China’s lingerie market was valued at over $15 billion in 2023, projected to grow at a CAGR of 8.3% through 2028. But here’s the twist: it’s not just Victoria’s Secret or Triumph calling the shots anymore. Homegrown brands like NEIWAI (内外), Ubras, and Perfect Diary’s intimate line are stealing the spotlight with bold designs, inclusive sizing, and digital-first strategies.

Why the Shift? Culture Meets Commerce

Gone are the days when lingerie equaled seduction. Today’s Chinese women see it as self-care, comfort, and even feminist statement. A 2023 survey by Mintel found that 68% of urban female consumers aged 20–35 prioritize comfort over aesthetics—yes, the braless trend is real, and brands are responding.

Enter Ubras, which skyrocketed to fame with its “zero-feeling” wireless bras. In 2022, they hit ¥1.4 billion ($196M) in annual sales on Tmall alone. NEIWAI, meanwhile, built a cult following by championing body positivity and using real women—not models—in campaigns. Their revenue grew by 40% YoY in 2023.

Market Share Breakdown: Who’s Winning?

Check out this snapshot of key players in 2023:

As you can see, local brands now control nearly 35% of the premium segment. They’re winning not just on price, but on emotional resonance.

Digital Domination: The E-Commerce Edge

Social commerce is king. Platforms like Little Red Book (Xiaohongshu) and 直播带货 (live-stream selling) have become launchpads for new collections. Ubras partnered with influencers like Viya and Li Jiaqi, generating over 2 million views in one live session. NEIWAI’s content-driven approach—think essays on femininity and wellness—has built a loyal community beyond transactions.

Challenges Ahead

It’s not all smooth sailing. Supply chain pressures, copycat products, and shifting algorithms make long-term growth tricky. Plus, while younger consumers love minimalism, older demographics still favor traditional styles with padding and underwire.

The Future? Personalization & Sustainability

Forward-thinking brands are investing in AI-driven fit recommendations and eco-friendly materials. NEIWAI launched a recycled lace line in 2023, reducing water usage by 40%. Ubras introduced a custom-fit program using customer measurements from app inputs.

In short, the Chinese lingerie market isn’t just growing—it’s evolving. It’s no longer about who has the sexiest ad, but who understands the modern woman’s lifestyle, values, and voice. For global brands, adaptation isn’t optional. For local ones, the momentum is theirs to lose.