Data Insights into China's Evolving Underwear Demand

If you're in the fashion or retail game, especially around intimate apparel, you’ve probably noticed something shifting in China’s consumer behavior—people aren’t just buying underwear to wear anymore. They’re buying it to feel good, to express identity, and yes, even to flex on social media. As a longtime lifestyle analyst and former product strategist for two major Asian lingerie brands, I’ve tracked this shift closely. Let me break down what’s really driving demand—and where smart brands should focus.

The Rise of Premium Comfort

Gone are the days when function ruled. According to a 2023 McKinsey report, over 68% of urban Chinese consumers aged 18–35 now prioritize comfort and fabric quality over price when choosing underwear. That’s up from just 49% in 2020. Why? Because loungewear culture, remote work, and body positivity movements have reshaped expectations.

Brands like NEIWAI (内外) and Ubras have capitalized on this by pushing seamless, breathable designs made with organic cotton and TENCEL™. But it’s not just about materials—it’s about messaging. These brands sell self-care, not just undergarments.

Gender-Neutral and Inclusive Sizing = Market Gold

Here’s a stat that surprised even me: searches for 'gender-neutral underwear' in China grew by 142% year-over-year in 2023 (per Baidu Index data). While still a niche segment, early adopters are reaping loyalty from Gen Z and younger Millennials.

And sizing? Traditional S/M/L labels are falling short. A survey by Alibaba’s T-Mall found that 76% of women expressed frustration with inconsistent fits across brands. The solution? Data-driven size charts and AI-powered fit recommenders—which top performers like Ubras now use.

Price vs. Value: What Consumers Really Pay For

You’d think cheaper is better, right? Not anymore. Check out this breakdown of average price points and perceived value:

Notice anything? Higher price doesn’t scare people off—if the perceived value is there. Retention jumps nearly double from budget to premium. That’s the power of branding and experience.

Where’s the Opportunity?

If you’re launching or optimizing in this space, focus on three things: authentic storytelling, inclusive fit tech, and eco-conscious materials. Also, leverage live commerce—Taobao Live sessions featuring real-fit demos drive 3x higher conversion than static listings.

In short: Chinese consumers want underwear that respects their bodies, values, and lifestyles. Get that right, and you’re not just selling a product—you’re building a community.