Category Growth Data for Bras and Underwear in China
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- 来源：CN Lingerie Hub
If you're diving into the lingerie market in China, especially bras and underwear, now’s the time. Forget what you knew five years ago—this market isn’t just growing, it’s evolving fast. As a lifestyle blogger who’s tracked fashion e-commerce trends across Asia for nearly a decade, I’ve seen how consumer preferences here have shifted from function to fashion, comfort to self-expression.
Let’s cut through the noise with real data. According to Statista and Euromonitor, the Chinese bras and underwear market hit ¥142 billion (about $19.6 billion) in retail sales in 2023, with a projected CAGR of 6.8% through 2027. That’s not just impressive—it’s opportunity knocking.
But here’s the kicker: it’s not about pushing Western styles anymore. Local brands like NEIWAI (内外) and Ubras are dominating because they get the culture. They’re selling body positivity, seamless designs, and inclusivity—all wrapped in minimalist aesthetics that resonate with urban Chinese women.
Why Traditional Brands Are Losing Ground
International giants like Victoria’s Secret struggled because they leaned too hard on glamour and sizing norms that don’t fit local bodies. Meanwhile, Ubras launched the first “zero-feel” (无感) bra in 2016, which went viral. By 2023, Ubras captured over 15% of the online bra market—beating out all foreign competitors.
Check out this breakdown of market share in China’s online bra segment:
| Brand | Market Share (2023) | Primary Sales Channel |
|---|---|---|
| Ubras | 15.3% | Tmall, Douyin |
| NEIWAI (内外) | 12.7% | Self-site, Tmall |
| Aimer | 9.1% | Offline stores |
| Victoria’s Secret | 3.2% | Tmall, physical outlets |
| Triumph | 4.0% | Multi-channel |
Notice something? The top performers are either digital-native (Ubras) or hybrid (NEIWAI). Physical retail still matters, but online is where the growth is—especially via live commerce on Douyin and Kuaishou.
What’s Driving Consumer Behavior?
- Comfort > Glamour: 68% of women aged 18–35 prefer soft, wire-free bras (source: McKinsey 2023 survey).
- Sizing inclusivity: Brands offering extended cup sizes (C-DD+) grew 2.3x faster than average.
- Social proof: 57% of purchases are influenced by KOL reviews or short video demos.
If you’re launching or scaling in this space, ignore these trends at your own risk. The winning formula? Seamless design + strong storytelling + community engagement.
Bottom line: The Chinese lingerie market isn’t just expanding—it’s redefining itself. Whether you’re a brand, reseller, or content creator, aligning with local values and digital-first strategies is no longer optional. It’s essential.