Young Consumers Fueling China Lingerie Demand
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- 来源：CN Lingerie Hub
China's lingerie market is heating up — and it’s not just about lace and silk. A new wave of young, fashion-forward shoppers is rewriting the rules, turning intimate apparel into a statement of self-expression, confidence, and body positivity. Forget outdated notions of modesty; Gen Z and Millennials are driving a lingerie revolution across China.
According to recent data from Euromonitor, China’s lingerie market was valued at over $15 billion in 2023, with an annual growth rate of nearly 8.5%. What’s more surprising? Over 60% of sales now come from consumers under 35. That’s right — young Chinese women (and increasingly men) aren’t just buying lingerie; they’re reshaping the industry.
The Rise of the Confident Consumer
Gone are the days when lingerie was hidden away or purely functional. Today’s buyers want style, comfort, and inclusivity. Brands like NEIWAI (内外) and Ubras have tapped into this mindset, promoting slogans like “Real Me, Real Comfort” and embracing diverse body types in their campaigns.
Social media plays a huge role. Platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) are flooded with #LingerieTryOn hauls, body-positive testimonials, and unfiltered reviews. Influencers aren’t just modeling products — they’re starting conversations about self-love and breaking taboos.
What’s Driving the Boom?
- Urbanization & Rising Incomes: More young people moving to cities means greater exposure to global trends and higher disposable income.
- E-commerce Dominance: Over 75% of lingerie purchases happen online, thanks to private packaging and discreet delivery.
- Western Influence Meets Local Taste: While inspired by Victoria’s Secret or Savage X Fenty, Chinese brands blend Western aesthetics with Eastern minimalism.
Market Breakdown: Who’s Leading the Race?
Here’s a snapshot of key players and their market positioning:
| Brand | Origin | Key Selling Point | Price Range (RMB) | Target Age |
|---|---|---|---|---|
| Ubras | China | No-wire comfort, minimalist design | 99–299 | 20–30 |
| NEIWAI | China | Body positivity, eco-friendly fabrics | 150–400 | 25–35 |
| Victoria’s Secret | USA | Luxury image, celebrity collabs | 200–800 | 22–38 |
| Amoorea | China | Plus-size inclusivity | 120–350 | 25–40 |
This shift isn’t just about women, either. The men’s lingerie segment — yes, that’s a thing — is quietly growing. From compression wear to stylish boxers marketed as “inner fashion,” brands are expanding definitions of intimacy and masculinity.
Challenges & Opportunities Ahead
Despite rapid growth, challenges remain. Returns due to sizing issues hover around 30%, highlighting the need for better size guides and virtual fitting tech. Plus, sustainability is becoming a bigger concern — only 15% of brands currently use recycled materials.
But the future? Bright. Analysts predict the market could hit $25 billion by 2028, fueled by innovation, digital engagement, and a generation that sees lingerie as empowerment, not indulgence.
So whether you're a brand looking to enter China or a shopper celebrating your shape, one thing’s clear: the intimate apparel game has changed. And it’s being led by fearless, young voices saying, “This is me — comfortable, confident, and in control.”