Latest Industry News in China's Lingerie Sector 2024

If you're keeping an eye on fashion trends or thinking about breaking into the intimate apparel game, China’s lingerie sector in 2024 is where the action is. Gone are the days when 'lingerie' meant basic cotton bras and plain panties. Today, it's a bold blend of tech, sustainability, and self-expression — and the numbers don’t lie.

China’s lingerie market hit a staggering CNY 185 billion (USD 25.6 billion) in 2023, with projections to grow at a CAGR of 7.3% through 2027. What’s driving this surge? Let’s break it down like your favorite bra: supportive, stylish, and smart.

The Rise of Comfort & Body Positivity

Forget tight underwires and painful straps. Chinese consumers now prioritize comfort over convention. Brands like NEIWAI (Undercover) and Ubras are leading the charge with wire-free, seamless designs that celebrate all body types. In fact, a 2023 survey by iiMedia Research found that 68% of women aged 18–35 prefer soft-cup or sports-style bras for daily wear.

Tech Meets Intimates: Smart Lingerie Is Here

Yes, really. From temperature-regulating fabrics to posture-correcting bras embedded with sensors, innovation is heating up. Shenzhen-based startup AiLala launched a smart bra in early 2024 that tracks respiratory patterns and stress levels — think Fitbit, but for your chest. While still niche, the global smart lingerie market is expected to reach USD 2.1 billion by 2026, with China contributing nearly 30%.

Sustainability: No More Greenwashing

Eco-conscious shoppers are calling the shots. Leading brands are switching to TENCEL™, recycled nylon, and biodegradable packaging. Ubras reported a 40% increase in sales after launching its 'Zero Waste' collection made from ocean plastic. Transparency matters — 55% of Chinese millennials say they’ll pay more for sustainable lingerie.

Market Share Breakdown: Who’s Winning in 2024?

Here’s a snapshot of key players shaping the landscape:

Notice something? Homegrown brands dominate. They understand local tastes — minimalism over glamour, function over flash.

The E-Commerce Edge

Over 80% of lingerie purchases in China happen online, driven by livestream shopping on platforms like Douyin and Taobao. KOLs like Viya and Li Jiaqi aren’t just selling — they’re educating. One Ubras livestream pulled in 12 million viewers and CNY 150 million in sales in under three hours.

What’s Next?

Expect more gender-neutral lines, AI-powered fit recommendations, and circular fashion models. The future of lingerie in China isn’t just about looking good — it’s about feeling empowered, protected, and seen.

So whether you're a shopper, entrepreneur, or trend watcher, one thing’s clear: China’s lingerie revolution is just getting started.