Market Trends Shaping China's Lingerie Industry This Year

If you're keeping an eye on fashion in 2024, China’s lingerie market is where the real magic is happening. Gone are the days when lingerie was just about function—today, it's a bold statement of self-expression, body positivity, and smart design. With shifting consumer values and digital innovation, the industry is undergoing a stunning transformation. Let’s dive into the trends redefining China’s intimate apparel scene this year.

1. The Rise of Body Positivity & Inclusivity

Chinese consumers, especially Gen Z and Millennials, are demanding more inclusive sizing and diverse representation. Brands like NEIWAI (内外) and Ubras are leading the charge by offering extended size ranges and featuring models of all shapes, skin tones, and ages in their campaigns. It’s not just marketing—it’s movement.

2. Tech-Infused Comfort: The Smart Lingerie Boom

Yes, your bra could soon track your health. From temperature-regulating fabrics to posture-correcting bras with built-in sensors, tech integration is no longer sci-fi. According to Statista, the smart wearable market in China is projected to hit $38 billion by 2025, with intimate apparel making up a growing slice.

3. Sustainability Sells—Literally

Eco-conscious shoppers are voting with their wallets. Organic cotton, recycled lace, and biodegradable packaging aren’t just buzzwords—they’re business essentials. A 2023 McKinsey report found that 67% of Chinese consumers are willing to pay more for sustainable fashion, including lingerie.

4. E-Commerce Evolution: Livestreaming & Social Commerce

Taobao livestreams now feature lingerie try-ons with real-time Q&A, breaking taboos and boosting sales. Platforms like Xiaohongshu (Little Red Book) blend influencer reviews with shoppable posts, creating seamless discovery-to-purchase journeys. In 2023, online lingerie sales in China grew by 22% YoY, with social commerce driving nearly 40% of that growth.

Key Market Data at a Glance

The message is clear: modern Chinese lingerie isn’t just about looking good—it’s about feeling empowered, staying healthy, and protecting the planet. Whether you're a brand or a shopper, now’s the time to embrace the change.