Gen Z Influence on Chinese Lingerie Market Trends
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- 来源：CN Lingerie Hub
If you're not watching Gen Z, you're missing the fashion revolution. In China, this tech-savvy, values-driven generation is reshaping the lingerie market from scratch—less about seduction, more about self-expression and comfort.
Forget lace-and-push-up stereotypes. Gen Z consumers in China prioritize fit, inclusivity, and sustainability. According to a 2023 McKinsey report, 68% of Chinese Gen Z shoppers consider brand ethics when buying intimate apparel. That’s a seismic shift from previous generations.
Brands like NEIWAI (内外) and Ubras have skyrocketed by aligning with these values. NEIWAI, which means 'inner and outer,' built its identity around body positivity and gender-neutral designs. Their 2022 campaign featuring unretouched models went viral, boosting sales by 45% year-on-year.
Let’s talk numbers. The Chinese lingerie market hit $14.3 billion in 2023, with Gen Z accounting for nearly 37% of total revenue. What’s fueling this growth? Digital-first strategies. Over 80% of Gen Z purchases start on social platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok).
Key Brand Shifts Driven by Gen Z
| Brand | Gen Z Market Share | Core Value Proposition | Social Media Engagement Rate |
|---|---|---|---|
| Ubras | 42% | No-wire comfort, minimalist design | 9.6% |
| NEIWAI | 38% | Body positivity, sustainability | 8.3% |
| Aimer | 22% | Traditional fit, premium fabrics | 4.1% |
| Triumph | 18% | European craftsmanship | 3.7% |
Notice a trend? The highest engagement and Gen Z share belong to brands that speak authenticity. Ubras dominates with its ‘no padding, no wires’ slogan—perfect for a generation rejecting discomfort in the name of beauty.
But it’s not just about product. It’s about narrative. Gen Z wants brands that reflect their worldview. A 2023 survey by YOHO! Group found that 74% of Gen Z respondents prefer lingerie ads showing diverse body types, versus only 49% of Millennials.
And let’s not overlook price sensitivity. While willing to pay for quality, Gen Z still hunts value. The sweet spot? RMB 99–199 ($14–28). Ubras nails this range, offering seamless sets at RMB 129—affordable, stylish, and Instagram-ready.
Influencer collabs are also key. When NEIWAI partnered with lifestyle blogger @Sasa on Xiaohongshu, the post garnered over 2.3 million views and sold out three styles in 48 hours. Authenticity + reach = conversion gold.
So what’s next? Expect more gender-fluid collections, AI-powered fit tools, and circular fashion models. Gen Z isn’t just buying lingerie—they’re voting with their wallets for a more inclusive, conscious industry.
In short: if your brand still pushes push-ups and perfection, it’s time to evolve. The future of lingerie in China is soft, sustainable, and unapologetically real.