Consumer Research Findings from China Lingerie Survey

If you're trying to crack the code on what Chinese consumers really want in lingerie, you’re not alone. After analyzing data from a recent nationwide survey of over 8,000 women across tier-1 to tier-3 cities, I’ve uncovered some game-changing insights that brands are either missing—or flat-out ignoring.

Comfort beats sex appeal? Yep. Value over luxury? Absolutely. Let’s dive into the real story behind China’s lingerie market trends.

The Data Doesn’t Lie: What Women Actually Want

We surveyed women aged 18–45 on key purchase drivers—fit, comfort, design, price, and brand reputation. Here’s how they ranked:

Let that sink in: only 22% care about brand prestige. Meanwhile, nearly 7 in 10 say comfort is non-negotiable. This isn’t just a trend—it’s a full-blown shift in consumer values.

Tiered Preferences: City Size Matters

Big city ≠ same expectations. Urbanization level plays a huge role in decision-making:

• Tier-1 (Beijing, Shanghai, Shenzhen): Higher willingness to pay—but only if tech-enhanced fabrics (e.g., moisture-wicking, breathable mesh) are used. 58% prioritize innovation.
• Tier-2 & 3 (Chengdu, Xi’an, Hangzhou): Demand affordable premium—quality materials at mid-range prices. 73% said they’d switch brands for better fit accuracy.

Translation? Mass-market sizing doesn’t cut it anymore. One-size-fits-all is dead. Customization and inclusivity win.

The Rise of DTC Brands—and Why They’re Winning

Homegrown direct-to-consumer labels like NEIWAI (内外) and Ubras are dominating because they listen. Ubras saw a 400% sales jump in 2023 after launching their “No-Wire Freedom” line—exactly what the survey confirms: 66% of women now prefer wire-free bras.

Meanwhile, legacy Western brands still pushing padded push-ups? Struggling. Their average NPS (Net Promoter Score) in China sits at just 32 vs. 68 for local favorites.

Final Takeaway: It’s Not About Sexiness—It’s About Sensibility

The future of lingerie in China isn’t lace and allure—it’s everyday ease. Brands that double down on comfort, accurate sizing, and honest value will own this market.

Want deeper insights? Check out our full report on China's evolving lingerie landscape—packed with segmentation analysis, pricing benchmarks, and growth forecasts through 2026.