Young Consumers Fuel Demand in China's Lingerie Market
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- 来源：CN Lingerie Hub
China’s lingerie market is undergoing a major transformation — and guess who’s leading the charge? You got it: young consumers. Forget outdated notions of conservative tastes; today’s Gen Z and young millennials are redefining intimacy wear with bold choices, body positivity, and a fierce demand for comfort and style.
According to Statista, China's intimate apparel market hit a value of over $18 billion in 2023, with projections soaring past $25 billion by 2028. What’s driving this surge? A cultural shift led by digitally savvy youth who see lingerie not just as underwear, but as self-expression.
The Rise of Youth-Driven Lingerie Trends
Gone are the days when functionality ruled. Young Chinese shoppers want pieces that feel good, look great on social media, and reflect their identity. Brands like NEIWAI (内外), Ubras, and Curvy have exploded in popularity by tapping into this mindset — offering wire-free bras, gender-neutral designs, and inclusive sizing.
In fact, a 2023 survey by Mintel found that 68% of women aged 18–30 prefer comfort over traditional shaping support, and 57% are willing to pay more for sustainable materials.
Why Are Young Shoppers So Influential?
- Digital Natives: They shop via livestreams, Douyin (TikTok), and Xiaohongshu (Little Red Book), where influencers showcase real-fit reviews and styling tips.
- Body Positivity: There’s less obsession with ‘perfect’ shapes. Curves, asymmetry, scars — all celebrated.
- Privacy & Empowerment: Buying lingerie online gives them control, away from judgmental eyes. It’s personal, private, and powerful.
Market Share Breakdown: Key Players in 2023
| Brand | Market Share (%) | Key Selling Point | Target Age Group |
|---|---|---|---|
| Ubras | 14.3% | No-wire innovation, minimalist design | 18–30 |
| NEIWAI | 12.1% | Sustainability, inclusivity | 22–35 |
| Triumph | 9.8% | International brand trust | 25–40 |
| Curvy | 7.5% | Plus-size focus, bold aesthetics | 20–32 |
| Aimer | 6.2% | Traditional elegance | 30–45 |
This table shows how youth-centric brands now dominate — Ubras and NEIWAI alone hold nearly 27% of the market.
The E-Commerce Edge
Over 75% of lingerie sales in China happen online, thanks to privacy, variety, and personalized recommendations. During the 2023 Singles’ Day event, Ubras raked in over 800 million RMB ($110M) in just 24 hours — proof that young consumers aren’t just browsing, they’re buying big.
What’s Next?
Expect more tech integration — think smart fabrics, AR fitting rooms, and AI size guides. Also, gender-fluid collections are on the rise, with unisex loungewear lines gaining traction among Gen Z.
In short, China’s lingerie market isn’t just growing — it’s evolving. And the driving force? A generation that values comfort, confidence, and authenticity. As one 24-year-old shopper put it: “My bra isn’t for anyone else. It’s for me.”