Consumer Behavior Shifts in China's Lingerie Space
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- 来源：CN Lingerie Hub
In recent years, China's lingerie market has undergone a seismic shift—driven not by runway trends, but by real women demanding comfort, inclusivity, and self-expression. Gone are the days when lace meant luxury and size 34B ruled the racks. Today’s Chinese lingerie shopper is savvy, socially conscious, and unapologetically individual.
According to Statista, China’s intimate apparel market hit $28.5 billion in 2023, with an annual growth rate of 7.3%. But what’s fueling this surge? It’s not just rising incomes—it’s changing values.
The Rise of Comfort & Body Positivity
Young consumers, especially Gen Z and Millennials, are ditching underwire for wireless bras and embracing styles that fit their bodies—not the other way around. Brands like NEIWAI (内外) and Ubras have skyrocketed by championing slogans like “Real Me, Real Comfort” and offering sizes from XS to XXXL.
A 2023 survey by Mintel found that 68% of urban Chinese women prioritize comfort over aesthetics when buying lingerie—up from just 49% in 2019. And get this: 52% now view lingerie as everyday wear, not something reserved for special occasions.
From Taboo to Talked-About
Lingerie used to be whispered about in China—bought furtively or gifted by partners. Now, it’s a topic of open conversation. Social media platforms like Little Red Book (Xiaohongshu) are flooded with #LingerieTryOn hauls, body-positive testimonials, and honest reviews. Hashtags like #MyBodyMyRules have racked up over 1.2 billion views.
This cultural thaw has opened doors for DTC (direct-to-consumer) brands. Ubras pulled in $400 million in GMV during Singles’ Day 2023, largely through livestream sales on Taobao and Douyin.
Size Inclusivity Isn’t Optional—It’s Essential
One-size-fits-all? Not anymore. With average bust sizes increasing and regional body types varying widely, brands are expanding their ranges. NEIWAI now offers over 20 bra sizes, including cup sizes up to G.
Check out how top players stack up:
| Brand | Price Range (RMB) | Max Cup Size | Eco-Friendly Materials | Singles’ Day 2023 Sales (RMB) |
|---|---|---|---|---|
| Ubras | 99–399 | F | ✓ | 2.8 billion |
| NEIWAI | 150–600 | G | ✓✓ | 1.5 billion |
| Aimer | 200–800 | E | ✗ | 980 million |
| Triumph | 250–1,200 | D | ✗ | 620 million |
Notice a trend? The winners blend affordability, inclusivity, and sustainability.
The Sustainability Factor
Chinese consumers, particularly those under 30, care where their clothes come from. 61% say they’d pay more for eco-friendly lingerie (Morgan & Co, 2023). That’s why NEIWAI uses TENCEL™ and recycled fabrics, while Ubras launched a “Zero Waste” capsule line.
What’s Next?
Expect hyper-personalization, AI fitting tools, and even more social activism. Lingerie in China isn’t just evolving—it’s leading the charge in redefining beauty, one soft bra at a time.