Post-Pandemic Shifts in Chinese Lingerie Consumption

China's lingerie market is undergoing a quiet revolution. After the pandemic, women aren't just buying bras—they're redefining what comfort, style, and self-expression mean under their clothes. Forget tight underwires and push-up padding; today’s Chinese consumer wants breathable fabrics, body positivity, and seamless versatility.

Data from Euromonitor (2023) shows China’s lingerie market hit ¥142 billion (~$19.8B USD) in sales last year, with an annual growth rate of 6.7%—outpacing many other apparel categories. But here’s the twist: it’s not luxury brands leading the charge. Homegrown labels like NEIWAI (Undercover) and Ubras are dominating, thanks to smart digital strategies and a deep understanding of post-pandemic values.

The Rise of Comfort-First Fashion

During lockdowns, WFH (work-from-home) became the norm. Bras were swapped for soft bralettes—and women realized they didn’t miss the squeeze. A 2023 McKinsey Consumer Report found that 68% of urban Chinese women now prioritize comfort over shaping or cleavage enhancement.

This shift birthed the 'no-bra movement'—but not in the rebellious sense. It’s more about choice. Brands responded fast. Ubras launched its viral 'Zero Gravity' bra line with memory foam and no underwire, selling over 1 million units in Q1 2022 alone.

Body Positivity Goes Mainstream

Gone are the days when size S ruled. Chinese consumers now demand inclusivity. NEIWAI expanded its size range up to 40D and launched unretouched ad campaigns featuring real customers. The result? A 150% YoY increase in engagement on social media.

Social platforms like Little Red Book (Xiaohongshu) fuel this trend. Hashtags like #MyBodyMyRules have racked up over 800 million views. Authenticity sells—especially when it comes wrapped in organic cotton.

E-Commerce & Livestreaming: The New Fitting Room

Physical stores took a hit during the pandemic, but e-commerce boomed. In 2023, 74% of lingerie purchases in China happened online. Livestreaming on Taobao Live turned into a game-changer. One Ubras livestream session generated ¥20 million in sales in under two hours—thanks to real-time Q&A and try-ons.

As the table shows, agility wins. Local brands that embraced change saw explosive growth, while global players lagged due to slower innovation cycles.

Sustainability: The Next Frontier

Younger shoppers care about more than fit—they care about footprint. NEIWAI now uses recycled nylon in 60% of its products, and Ubras introduced compostable packaging. A 2023 NielsenIQ survey revealed that 57% of Gen Z buyers would pay more for eco-friendly lingerie.

What’s Next?

The future of lingerie in China isn’t just about garments—it’s about mindset. Women are investing in pieces that reflect self-worth, not societal expectations. As one Xiaohongshu user put it: 'I wear what makes me feel good—not what makes him look.'

For brands, success lies in listening: comfort, authenticity, inclusivity, and sustainability aren’t trends—they’re table stakes.