Emerging Opportunities in the Chinese Lingerie Market

China's lingerie market is no longer just about basics—it’s a booming, billion-dollar playground of innovation, self-expression, and shifting consumer values. With rising disposable incomes, evolving beauty standards, and digital empowerment, women across China are redefining what intimacy means—and brands that get it right are cashing in.

Gone are the days when functionality ruled. Today’s Chinese lingerie shopper wants style, comfort, and inclusivity. According to Statista, the Chinese intimate apparel market hit $28.3 billion in 2023, with an expected CAGR of 7.2% through 2028. That’s not just growth—that’s a runway show on fire.

What’s fueling this surge? Three key trends: feminine empowerment, e-commerce dominance, and body positivity. Younger consumers—especially Gen Z and Millennials—are rejecting one-size-fits-all designs. They want bras that fit their bodies, not someone else’s ideal. They’re shopping online, influenced by KOLs (Key Opinion Leaders), and demanding sustainability and ethical production.

Take the rise of homegrown brand NEIWAI (内外). Translating to 'Inside & Outside', NEIWAI built its empire on comfort-first designs and inclusive messaging. Their 'No Wire, No Worry' campaign resonated deeply, helping them grow revenue by over 40% year-on-year. They’ve also cracked the code on localization—offering sizes tailored to Asian body types, something global giants often overlook.

Meanwhile, international players like Victoria’s Secret are scrambling to adapt. After a rocky entry, they’ve shifted from supermodel glamor to real-women storytelling and launched petite-fit collections. But local brands still dominate sentiment. A 2023 McKinsey survey found that 68% of Chinese consumers prefer domestic lingerie brands for better fit and cultural relevance.

Let’s break down the competitive landscape:

So, what does this mean for brands eyeing this space? First, localization isn’t optional—it’s essential. From sizing to marketing tone, understanding Chinese aesthetics and social dynamics is non-negotiable. Second, go digital or go home. Over 80% of lingerie purchases happen online, with Tmall and JD.com leading, but Douyin and Xiaohongshu driving discovery.

Influencer collabs are gold. Ubras skyrocketed after partnering with popular female hosts on livestreams, selling out new launches in minutes. Authenticity wins—consumers trust real stories over polished ads.

And let’s talk sustainability. While still emerging, eco-consciousness is growing. Brands using recycled fabrics or plastic-free packaging saw a 23% higher engagement rate on social platforms in 2023.

The bottom line? The Chinese lingerie market isn’t just expanding—it’s transforming. It’s no longer about seduction for others, but comfort and confidence for oneself. For forward-thinking brands, the opportunity isn’t just to sell bras—but to stand for something.