Lingerie Industry Analysis Reveals New Growth Areas China

China's lingerie market isn't just growing—it's exploding. Once dominated by functional, basic designs, the industry has transformed into a fashion-forward, self-expression-driven powerhouse. Thanks to rising disposable incomes, shifting cultural attitudes, and the digital boom, Chinese women are redefining what lingerie means. And brands—both local and international—are scrambling to keep up.

The Numbers Don’t Lie: Market Momentum

According to Statista and Euromonitor, China’s lingerie market hit $18.3 billion in 2023, with an expected CAGR of 9.4% through 2028. That’s faster than most global markets. What’s fueling this surge? A mix of urbanization, e-commerce penetration, and a new generation unafraid to prioritize comfort and confidence.

But here’s the twist: it’s not just about sales volume. It’s about values. Today’s Chinese consumers aren’t buying bras to hide under clothes—they’re buying them as innerwear with intention.

Who’s Driving the Change?

Meet the new decision-makers: Gen Z and young millennials. They make up over 65% of lingerie buyers in China, and they play by different rules. For them, lingerie is personal. It’s body-positive. It’s inclusive. And above all, it’s Instagrammable.

Social media platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) have turned lingerie try-on hauls and ‘bra reviews’ into viral content. Influencers now partner with brands to promote styles that celebrate natural shapes—not forced cleavage.

From Function to Fashion: The Style Shift

Gone are the days of stiff underwires and beige basics. In comes seamless sets, lace bodysuits, bralettes, and gender-neutral loungewear. Comfort is king, but style is queen.

Brands like Ubras and NEIWAI (内外) have skyrocketed by focusing on minimalist design, breathable fabrics, and messaging centered around self-love. Ubras even coined the slogan “No Underwire, No束缚 (No Restriction)” — a clever play on words that went massively viral.

Market Segmentation Snapshot

Here’s how the current Chinese lingerie market breaks down by segment:

As you can see, the demand is clearly shifting toward comfort-first, lifestyle-integrated products. Even luxury players like Victoria’s Secret are adapting—launching softer lines and featuring more diverse models in ads.

E-Commerce: The Game Changer

Over 75% of lingerie purchases in China happen online. Platforms like Tmall, JD.com, and Pinduoduo dominate, but live-stream shopping is where the magic happens. On Singles’ Day 2023, Ubras raked in over ¥500 million ($70M) in just 24 hours—largely driven by live-selling events.

The secret? Trust. Viewers watch real-time try-ons, ask questions, and get instant recommendations. It’s retail therapy with a personal touch.

Challenges Ahead

It’s not all smooth sailing. Competition is fierce. Returns due to sizing issues remain high (~30%), and brand loyalty is still forming. Plus, sustainability is becoming a bigger concern—especially among younger shoppers.

The Final Word

China’s lingerie revolution is about more than sales—it’s a cultural shift. Women are claiming ownership of their bodies, one soft cup at a time. For brands, success means understanding values, not just sizes. The future? Inclusive, tech-savvy, and unapologetically bold.

If you're watching this space, now’s the time to dive in.