Premium Lingerie Segment Expands Rapidly in China

China's lingerie market is undergoing a quiet revolution — and it's not just about lace and silk. The premium lingerie segment is booming, driven by rising disposable incomes, evolving beauty standards, and a new generation of confident, fashion-forward women.

According to Euromonitor, China’s lingerie market hit $12.8 billion in 2023, with the premium segment (priced above ¥500 per piece) growing at a CAGR of 14.3% over the past five years — nearly double the pace of the mass-market sector. This surge reflects a cultural shift: lingerie is no longer seen as purely functional, but as an expression of self-care, empowerment, and personal style.

Brands like NEIWAI (内外), Ubras, and SangSang are leading the charge, blending minimalist design with comfort-driven innovation. International players such as Victoria’s Secret and La Perla are also adapting, launching localized collections that cater to Chinese aesthetics — think softer silhouettes, breathable fabrics, and neutral palettes.

What’s fueling this growth? Let’s break it down:

1. Rising Female Empowerment

Chinese women today are more financially independent than ever. In 2023, women accounted for 49% of high-net-worth individuals in China (Hurun Report). They’re spending on products that make them feel good — and premium lingerie fits the bill.

2. E-Commerce & Social Commerce Boom

Tmall and JD.com report a 67% year-on-year increase in online premium lingerie sales. Meanwhile, livestream shopping on Douyin and Kuaishou has become a game-changer. One Ubras livestream in 2023 generated over ¥100 million in sales in under two hours.

3. Shift from Sexy to Comfort

Gone are the days when push-up bras ruled. Now, seamless, wire-free designs dominate. A 2023 survey by iiMedia Research found that 78% of urban Chinese women aged 25–40 prioritize comfort over appearance when choosing lingerie.

The future? Even brighter. Analysts predict the premium segment will capture 35% of China’s total lingerie market by 2027, up from 22% in 2022. As consumer tastes mature, brands that emphasize authenticity, inclusivity, and emotional connection — like those championing body positivity and eco-friendly materials — will thrive.

For global retailers eyeing this space, the message is clear: tap into the values driving Chinese consumers. It’s not just about selling bras — it’s about selling confidence. And in today’s China, that’s a product flying off the shelves.

Want to stay ahead of the curve? Explore how the luxury intimate apparel trend is reshaping retail strategies across Asia.