Consumer Preferences Evolve in China's Competitive Lingerie Space

In recent years, China’s lingerie market has transformed from a function-first industry into a dynamic arena of self-expression, body positivity, and tech-driven innovation. No longer just about fit or function, today’s Chinese consumers—especially Gen Z and young millennials—are redefining what intimacy wear means. Think less 'sexy by standards,' more 'sexy on my terms.'

According to Statista, China's intimate apparel market hit $28.5 billion in 2023, projected to grow at a CAGR of 7.3% through 2028. But here’s the twist: it’s not Victoria’s Secret leading the charge anymore. Local brands like NEIWAI (内外), Ubras, and Mamaway are dominating with inclusive messaging, comfort-centric designs, and digital-savvy marketing.

The Rise of 'Comfort Chic'

Gone are the days when lace meant pain. A 2023 McKinsey report found that 68% of Chinese women prioritize comfort over aesthetics when choosing bras—up from just 49% in 2019. This shift has fueled demand for seamless, wire-free, and sports-inspired styles. Ubras’ best-selling 'Zero Feeling' bra, made with ultra-soft Tencel blend fabric, sold over 10 million units in 2022 alone.

Social media plays a huge role. On Xiaohongshu (China’s answer to Instagram + Pinterest), hashtags like #无尺码内衣 (size-free bras) have racked up over 800 million views. Real-user reviews, body diversity, and unretouched photos dominate the conversation. Brands aren’t just selling products—they’re selling empowerment.

Size Inclusivity & Body Positivity Go Mainstream

NEIWAI made headlines by launching its 'Real Women' campaign featuring models of all shapes, sizes, and skin tones. The brand now offers cup sizes up to G and band sizes beyond standard ranges—something rare even in Western markets.

To illustrate how consumer preferences have shifted, check out this breakdown:

As you can see, sustainability and inclusivity are no longer niche concerns—they're mainstream demands.

Tech Meets Intimacy

Chinese lingerie brands aren't just soft on the outside—they're smart on the inside. Ubras introduced temperature-regulating fabric in 2022, while Mamaway launched nursing bras with app-connected sensors to track breastfeeding patterns. E-commerce integration is seamless: AI fitting tools on Taobao suggest sizes based on user-uploaded photos, reducing return rates by up to 30%.

Where Retail Is Headed

While online still dominates (76% of sales), experiential pop-ups in cities like Shanghai and Chengdu are rising. NEIWAI’s flagship store includes mood rooms, personal fitting consultants, and even mindfulness corners—turning bra shopping into a wellness experience.

The bottom line? The Chinese lingerie consumer isn’t just buying a bra. She’s voting for values: comfort, authenticity, inclusion, and innovation. For global brands eyeing this space, the message is clear—adapt or get left behind.