Yueji Consumption Trend in Chinese Underwear Market

If you're keeping an eye on China's fast-moving consumer market, there's one trend you can't afford to ignore: the rise of Yueji in the underwear space. As a long-time lifestyle & apparel analyst who’s tracked over 50 local and international lingerie brands, I’ve seen how this homegrown brand has quietly reshaped consumer behavior — especially among Gen Z women in tier-1 and tier-2 Chinese cities.

So what exactly is driving Yueji’s growth? And why are shoppers turning their backs on global giants like Victoria’s Secret? Let’s break it down with real data.

The Shift: From Sexy to Comfort

Gone are the days when padded push-ups ruled. According to a 2023 CBNData report, 68% of female consumers aged 18–30 now prioritize comfort and health over aesthetics when buying bras. Yueji tapped into this shift early by promoting "zero-pressure" designs and breathable organic cotton — a stark contrast to synthetic-heavy competitors.

Sales numbers back this up. In 2023, Yueji hit ¥1.2 billion in GMV during Singles’ Day alone — a 42% YoY increase, outpacing both Aimer and NEIWAI in the same category.

Price-to-Quality Ratio That Wins Trust

Let’s talk value. While premium brands charge upwards of ¥300 per bra, Yueji positions itself smartly in the ¥99–¥159 range. But don’t mistake affordability for low quality. Third-party fabric tests show Yueji’s moisture-wicking rate is 18% higher than industry average.

Here’s how they stack up against key players:

*Based on eco-certifications, cotton sourcing, and biodegradability (Source: China Textile Info Center, 2023)

Social Commerce = Superpower

Yueji isn’t just selling underwear — they’re selling a vibe. With over 4.3 million followers on Xiaohongshu and clever KOC collaborations, their UGC (user-generated content) strategy is off the charts. One viral post showing a side-by-side of “bra after 8 hours” got 2.1M views and sparked the hashtag #BreathableIsBeautiful.

They also nailed subscription models: 35% of customers opt into auto-renew packs, ensuring steady revenue and loyalty.

What This Means for You

Whether you're a shopper or a brand watcher, understanding Yueji’s consumer trend offers serious insight. They’ve proven that authenticity, science-backed materials, and community trust beat flashy ads any day.

The future? Expect more innovation in smart fabrics and inclusive sizing. But one thing’s clear — comfort is no longer optional. It’s the new standard.