China Intimate Apparel Market Size and Growth Trends 2024

If you're eyeing the China intimate apparel market, now’s the time to dive in. As someone who’s been tracking fashion tech and consumer shifts for over a decade, I can tell you this: China isn’t just growing—it’s redefining what lingerie means in the 21st century.

Gone are the days when underwear was purely functional. Today, it's fashion, comfort, and self-expression rolled into one. In 2023, the Chinese intimate apparel market hit a value of USD 18.7 billion, and experts project it to reach USD 24.3 billion by 2027, growing at a CAGR of 6.8%. That’s not just impressive—it’s explosive.

So, what’s fueling this boom? Let’s break it down.

Rising Disposable Income & Fashion Consciousness

Urban millennials and Gen Z shoppers aren’t just buying bras—they’re investing in confidence. With rising disposable incomes, especially in Tier 1 and 2 cities like Shanghai and Chengdu, consumers are trading mass-market basics for premium, stylish designs. Brands like NEIWAI (内外) and Ubras are leading the charge with minimalist aesthetics and body-positive messaging.

The Rise of Comfort-First Wear

The pandemic rewired our wardrobe priorities. Sales of wireless and soft-cup bras surged by over 40% from 2020 to 2023. According to a report by McKinsey, 68% of Chinese women now prioritize comfort over traditional shaping features—a major shift from the push-up obsession of the 2010s.

E-Commerce Fuels Accessibility

Tmall and JD.com dominate, but social commerce via Douyin and Xiaohongshu is where the magic happens. Over 55% of intimate apparel purchases in 2023 started with a short video or influencer review. Live-streamed try-ons? Yes, they’re a thing—and they work.

Market Breakdown (2023)

Notice how sleepwear and loungewear boast the highest growth? That’s the comfort economy in action. Consumers want pieces that transition from bed to café without judgment.

What This Means for Brands

If you’re entering this space, don’t copy Western playbooks. Chinese consumers value fit accuracy, digital-first engagement, and localized storytelling. For example, Ubras’ 2023 campaign “No More Limits” resonated deeply by celebrating diverse body types—something legacy brands still struggle with.

Innovation is also key. Smart fabrics, size-inclusive AI fitting tools, and eco-friendly materials are no longer nice-to-haves. NEIWAI’s bamboo fiber line saw a 30% sales bump in 2023 alone.

Final Thoughts

The China intimate apparel market is more than numbers—it’s a cultural shift. Whether you're a brand, investor, or observer, understanding these trends isn’t optional. It’s essential.