Ecommerce Platforms Boost Chinese Lingerie Market Revenue
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- 来源：CN Lingerie Hub
In recent years, the Chinese lingerie market has undergone a dramatic transformation—thanks largely to the explosive growth of ecommerce platforms like Tmall, JD.com, and Pinduoduo. What was once a conservative, under-the-radar industry has now become a multi-billion-dollar powerhouse, fueled by digital innovation, shifting consumer attitudes, and data-driven marketing.
According to Statista, China's lingerie market reached $28.5 billion in 2023, up from just $14.2 billion in 2018—a compound annual growth rate (CAGR) of nearly 15%. And here’s the kicker: over 78% of these sales now happen online. That’s not just impressive—it’s revolutionary.
So how did we get here? Let’s break it down.
The Rise of Female Empowerment & Body Positivity
Gone are the days when lingerie was solely about pleasing others. Chinese women today are shopping for comfort, confidence, and self-expression. Brands like NEIWAI (Undercover) and Ubras have tapped into this cultural shift by promoting slogans like “Real Comfort, Real Me” and focusing on inclusive sizing and minimalist design.
Ubras, for example, launched its zero-wire bra in 2019 and saw sales skyrocket. In 2022, they raked in over ¥1.5 billion (~$210 million) during Singles’ Day alone—proof that comfort is king.
Ecommerce: The Game Changer
Platforms like Tmall and Douyin (China’s TikTok) have redefined how lingerie is marketed and sold. With AI-powered recommendations, livestream selling, and seamless mobile checkout, brands can reach millions overnight.
Take the 2023 Singles’ Day event: lingerie ranked in the top 5 fastest-selling apparel categories on Alibaba’s platforms. Livestreams featuring real women discussing fit, fabric, and function helped build trust—and drive conversions.
| Year | Market Size (USD Billion) | Online Share (%) | Key Growth Drivers |
|---|---|---|---|
| 2018 | 14.2 | 45% | Early adoption of mobile commerce |
| 2020 | 20.1 | 63% | Rise of indie brands, livestreaming |
| 2023 | 28.5 | 78% | Body positivity, cross-border sales |
Why International Brands Are Taking Note
Global players like Victoria’s Secret have had to adapt—or risk obsolescence. After a rocky start in China due to cultural missteps (too much glamour, not enough comfort), they’ve revamped their strategy: smaller sizes, cotton-rich materials, and local collaborations.
Meanwhile, homegrown brands dominate. In 2023, Ubras captured 18% of the online market share, followed by NEIWAI at 12%. Their secret? Deep understanding of local preferences and agile digital strategies.
What’s Next?
The future is smart, sustainable, and social. We’re seeing a rise in eco-friendly fabrics, subscription models, and community-driven content. Plus, with the integration of AR fitting rooms and AI size guides, returns are dropping and satisfaction is rising.
For brands eyeing China, the message is clear: go digital, go local, and go all in on authenticity.
The Chinese lingerie revolution isn’t just about sales—it’s about self-love, empowerment, and tech-savvy shopping. And with ecommerce platforms as the engine, this trend isn’t slowing down anytime soon.