In-depth Lingerie Industry Analysis for Chinese Consumers

If you've been scrolling through your feed lately, you’ve probably noticed something: lingerie isn’t just about function anymore—it’s a full-blown fashion statement. And in China, this trend is exploding faster than a perfectly fitted push-up bra on a confidence boost. Let’s dive deep into the Chinese lingerie market, where culture, comfort, and cash collide.

The Rise of the Chinese Lingerie Consumer

Gone are the days when underwear was hidden away in drawers. Today’s Chinese women—especially Gen Z and millennials—are redefining intimacy wear with bold choices, body positivity, and a hunger for quality. According to Statista, the Chinese intimate apparel market hit $18.3 billion in 2023, with an expected CAGR of 6.4% through 2028. That’s not just growth—that’s a revolution in silk and lace.

Why the surge? Simple: rising disposable incomes, digital empowerment, and a cultural shift toward self-expression. Women aren’t buying bras to please others—they’re doing it for themselves.

Key Players & Market Trends

International giants like Victoria’s Secret once ruled, but local brands are now stealing the spotlight. Take NEIWAI (内外) and Ubras—both championing minimalism, comfort, and inclusivity. Ubras even pioneered the wire-free bra category, which now accounts for over 40% of online sales in the sector.

Social commerce is also fueling the fire. On platforms like Xiaohongshu and Douyin, influencers unbox bras like they’re revealing treasure. Live-streamed launches sell out in minutes. It’s not shopping—it’s entertainment.

Consumer Behavior Breakdown

Let’s get real with the numbers. Here’s how Chinese consumers are spending:

Notice a pattern? Affordability meets aesthetics. But don’t sleep on the premium segment—high-end buyers may be smaller in number, but they spend big and influence trends.

Cultural Shifts Driving Change

Traditionally, lingerie in China carried conservative undertones. Not anymore. Campaigns now feature diverse body types, LGBTQ+ visibility, and slogans like “My Body, My Rules.” NEIWAI’s 2023 campaign celebrated unretouched skin and natural shapes, sparking viral conversations.

This isn’t just marketing—it’s movement-building. As urbanization increases and feminism gains traction, personal choice becomes political.

What’s Next?

Sustainability is the next frontier. Brands using recycled fabrics and eco-packaging are gaining trust. Meanwhile, AI-powered fit tools—like virtual try-ons—are reducing return rates by up to 30%.

The future? Think smart lingerie with health-tracking sensors or temperature control. The line between fashion and function is blurring—and Chinese consumers are leading the charge.

So whether you're a shopper, seller, or just curious, one thing’s clear: the Chinese lingerie scene is no longer whispering. It’s shouting—in lace, in liberty, in loud, proud color.