Chinese Lingerie Market Sees Growth in PlusSize Collections
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- 来源：CN Lingerie Hub
Move over, one-size-fits-all—China's lingerie market is getting a bold new upgrade, and it’s all about inclusivity. In recent years, the demand for plus-size lingerie has skyrocketed, pushing brands to rethink their designs, marketing strategies, and even body image narratives. No longer just an afterthought, plus-size collections are now leading the charge in innovation and consumer engagement.
According to a 2023 report by Statista, China's lingerie market is projected to hit $18.6 billion by 2025, with plus-size segments growing at a CAGR of 9.4%—faster than the overall market average. This surge isn’t just about numbers; it reflects a cultural shift. Chinese women are demanding comfort, style, and confidence—regardless of size.
The Rise of Body Positivity in China
Gone are the days when slim silhouettes dominated fashion ads. Social media platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) are flooded with influencers celebrating curves and promoting self-love. Hashtags like #MyBodyMyRules and #BigIsBeautiful have millions of views, fueling a grassroots movement that’s impossible to ignore.
Brands are listening. Major players like NEIWAI (内外) and Maniform have launched dedicated plus-size lines, using real women—not airbrushed models—in their campaigns. NEIWAI reported a 40% year-on-year increase in sales for its extended sizes in 2023, proving that inclusivity sells.
What’s Driving the Change?
- Changing Demographics: Urbanization and rising incomes mean more women are investing in quality undergarments.
- Health Awareness: Better understanding of posture and breast health has increased demand for supportive, well-fitted bras.
- E-commerce Boom: Online shopping allows discreet browsing and easy access to niche sizes.
Market Breakdown: Plus-Size Lingerie Performance (2023)
| Brand | Plus-Size Range (Cup Size) | Sales Growth (YoY) | Customer Satisfaction Score |
|---|---|---|---|
| NEIWAI | D–G | 40% | 4.7/5 |
| Maniform | C–F | 32% | 4.5/5 |
| Aimer | D–E | 25% | 4.3/5 |
| Ubras | B–E | 50% | 4.6/5 |
As the table shows, brands embracing broader sizing are not only growing faster but also earning higher customer loyalty. Ubras, known for its wire-free designs, saw a staggering 50% growth, thanks to its early bet on size inclusivity and digital-first strategy.
Challenges Remain
Despite progress, challenges persist. Many smaller brands still cap cup sizes at D, and fit consistency across brands can be hit or miss. Also, while urban consumers embrace change, conservative attitudes linger in rural areas.
But the momentum is clear. With Gen Z driving demand for authenticity and diversity, the future of lingerie in China isn’t just bigger—it’s bolder, smarter, and more inclusive than ever.
So whether you're a brand strategist, a fashion enthusiast, or just someone who loves a good bra, one thing’s certain: the Chinese lingerie revolution is here, and it fits everyone.