Chinese Lingerie Market Growth 2024 Trends and Insights
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- 来源：CN Lingerie Hub
If you thought the Chinese lingerie market was all about conservative styles and basic cotton bras, think again. In 2024, China's intimate apparel scene is exploding with bold designs, body positivity, and tech-savvy shopping habits. From homegrown brands going viral on Xiaohongshu to global giants adapting to local tastes, the landscape is shifting fast — and it’s time to get the full scoop.
The Rise of the RMB in Lace: By the Numbers
Let’s talk stats. The Chinese lingerie market hit a staggering CNY 158 billion (approx. USD 22 billion) in 2023, and experts predict a compound annual growth rate (CAGR) of 9.3% through 2027. That means we’re on track for a USD 30+ billion market by the end of the decade. What’s fueling this surge? Simple: young Chinese women are redefining intimacy, self-expression, and comfort — one bra at a time.
Who’s Buying & Why?
Meet the new face of lingerie shoppers: urban, digitally native women aged 18–35. They’re not just buying underwear — they’re investing in confidence. A 2023 McKinsey report found that 68% of Gen Z buyers prioritize fit and comfort over price, while 54% choose styles that reflect their personality.
Social media is a game-changer. Platforms like Douyin and Xiaohongshu have turned lingerie try-on hauls into mini-movements. Hashtags like #MyLingerieStyle have racked up over 1.2 billion views, proving that what happens in the dressing room doesn’t stay there anymore.
Local Brands Stealing the Spotlight
Forget Victoria’s Secret — homegrown labels like Ubras and NEIWAI (内外) are dominating. Ubras pioneered the ‘zero-feel’ bra trend (ultra-light wireless designs), selling over 10 million units in 2023 alone. NEIWAI, known for its minimalist aesthetic and inclusive sizing, saw revenue jump by 40% year-on-year.
These brands aren’t just selling products; they’re selling empowerment. Their campaigns feature real bodies, LGBTQ+ influencers, and messages like “Comfort is Beautiful” — resonating deeply in a culture once shy about discussing undergarments.
What’s Hot in 2024?
- Wireless & Seamless: 72% of consumers now prefer wireless bras for daily wear.
- Inclusive Sizing: Demand for sizes beyond 36D is up 60% since 2021.
- Eco-Friendly Fabrics: Organic cotton and recycled nylon usage has doubled in top brands.
- Smart Lingerie: Bras with posture sensors and temperature control are emerging in premium segments.
Market Breakdown: Key Players & Share
| Brand | Origin | Market Share (2023) | Key Selling Point |
|---|---|---|---|
| Ubras | China | 18% | Zero-feel wireless design |
| NEIWAI | China | 14% | Minimalist, body-positive branding |
| Aimer | China | 10% | Premium fit, wide size range |
| Victoria’s Secret | USA | 6% | Luxury image, limited local adaptation |
| Triumph | Germany | 5% | European craftsmanship |
As you can see, local brands hold over 40% combined market share — a clear sign that 'Made in China' now means cutting-edge fashion, not just mass production.
The Bottom Line
The Chinese lingerie market in 2024 isn’t just growing — it’s evolving. It’s less about seduction and more about self-love, sustainability, and smart design. Whether you're a brand looking to enter the market or a shopper chasing comfort with flair, one thing’s certain: the future of lingerie in China is bold, beautiful, and unapologetically authentic.