Rising Demand in China's Premium Lingerie Segment
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- 来源：CN Lingerie Hub
In recent years, China's lingerie market has undergone a quiet revolution—especially in the premium segment. No longer just about function, today’s Chinese consumers are treating lingerie as a form of self-expression, body positivity, and luxury comfort. This shift is fueling a surge in demand for high-end lingerie brands, both domestic and international.
According to Statista, China’s lingerie market was valued at over $15 billion in 2023, with the premium segment (products priced above ¥500 or ~$70) growing at a CAGR of 12.3% since 2020. What’s behind this boom? Let’s dive into the trends, data, and consumer insights shaping this intimate apparel evolution.
The New Chinese Lingerie Consumer
Gone are the days when practicality ruled. Today’s buyers—largely urban women aged 25–40—are more educated, financially independent, and digitally savvy. They’re influenced by social media, KOLs (Key Opinion Leaders), and global fashion trends. For them, lingerie isn’t just for romance—it’s for confidence, comfort, and personal empowerment.
A 2023 survey by Mintel found that 68% of Chinese women prioritize fit and comfort over price when buying lingerie, while 54% are willing to pay more for sustainable materials. Brands like NEIWAI (Undercover), Aimer, and international players such as Victoria’s Secret and La Perla are capitalizing on this mindset shift.
Market Share Breakdown: Who’s Winning?
Here’s a snapshot of key players in China’s premium lingerie space:
| Brand | Origin | Price Range (RMB) | Market Share (2023) | Key Selling Point |
|---|---|---|---|---|
| NEIWAI | China | 300–800 | 18% | Minimalist design, cotton modal fabrics |
| Aimer | China | 400–1,200 | 15% | Luxury craftsmanship, local taste |
| Victoria’s Secret | USA | 500–1,500 | 12% | Global brand appeal, marketing power |
| La Perla | Italy | 1,500–5,000+ | 6% | Ultra-luxury, handcrafted elegance |
| Ubras | China | 200–600 | 10% | No-wire innovation, digital-first |
As the table shows, homegrown brands dominate in terms of adaptability and cultural relevance. NEIWAI, for instance, built its success on the ‘barely-there’ comfort trend, while Ubras went viral with its slogan “No Wire, No Worries.”
Why Premium Is Booming
- Body Positivity Movement: More brands now offer extended sizing and inclusive campaigns. NEIWAI launched a size-inclusive line up to cup size G, resonating with real-body representation.
- E-Commerce & Social Commerce: Platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) allow brands to engage directly with users through try-on videos, styling tips, and live sales.
- Sustainability Matters: Eco-conscious fabrics like TENCEL™ and recycled lace are becoming selling points. A 2022 JD.com report showed a 40% YOY increase in searches for “organic cotton lingerie.”
Challenges Ahead
Despite growth, challenges remain. High customer acquisition costs, rising material prices, and intense competition mean brands must innovate constantly. Also, Western concepts of ‘sexy’ don’t always translate—Chinese consumers often prefer subtle elegance over overt glamour.
Looking ahead, experts predict AI-powered fit tools, personalized subscriptions, and phygital (physical + digital) retail experiences will define the next phase. As one industry insider put it: “The future of lingerie in China isn’t just about what you wear—it’s how it makes you feel.”