New Middle Class Drives China Lingerie Consumption
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- 来源：CN Lingerie Hub
If you're keeping an eye on global fashion trends, here’s one that’s heating up fast: China's lingerie market is booming — and it’s not just about aesthetics anymore. With the rise of the new middle class, Chinese women are redefining what intimacy, comfort, and self-expression mean through their underwear choices.
Gone are the days when lingerie was purely functional or hidden away. Today, it’s a statement. And the numbers back it up. According to Statista, China’s lingerie market was valued at over $18 billion in 2023 and is projected to grow at a CAGR of 9.4% through 2028. That’s faster than most other APAC markets.
So who’s fueling this surge? Meet the new Chinese middle-class woman: educated, financially independent, and unapologetically focused on self-care. She’s not buying bras just because she needs one — she’s curating a collection based on fit, fabric, and how it makes her feel.
Brands like NEIWAI (Inside) and Ubras are leading the charge by ditching wires, pushing genderless loungewear, and using real women — not models — in campaigns. In fact, NEIWAI reported a 60% year-on-year increase in sales in 2023, with over 70% of customers aged between 25 and 35. That’s no accident.
Why Comfort Wins Over Couture
Western luxury brands once dominated China’s premium space, but local players are winning hearts (and bodies) by prioritizing wearability. A 2023 McKinsey report found that 68% of urban Chinese women prioritize 'all-day comfort' over 'sexy design' when choosing lingerie.
This shift is cultural as much as it is commercial. Younger consumers associate well-being with personal choice — and that includes saying no to painful underwires.
Market Breakdown: Who’s Buying What?
Beyond anecdotes, let’s look at the data. Here’s a snapshot of consumer segmentation in China’s current lingerie landscape:
| Segment | Avg. Spend (RMB/year) | Top Purchase Drivers | Preferred Brands |
|---|---|---|---|
| New Middle-Class Women (25–35) | 800–1,500 | Comfort, quality fabric, inclusive sizing | NEIWAI, Ubras, MammyPoko Intimates |
| Luxury Seekers (30–45) | 2,000+ | Premium materials, brand prestige | Victoria’s Secret, La Perla, Agent Provocateur |
| Gen Z (18–24) | 300–600 | Style, social media trends, affordability | Pink by Victoria’s Secret, Smiley Face, online DTC brands |
As you can see, the sweet spot is clear: women in their late 20s to mid-30s are spending real money on pieces they love to wear daily. They’re also more likely to shop online — especially via livestream e-commerce on platforms like Douyin and Taobao.
Another game-changer? The rise of “quiet luxury” aesthetics. Minimalist designs, neutral tones, and organic cotton blends are flying off virtual shelves. This isn’t about showing off — it’s about feeling good, privately.
What This Means for Brands
If you’re entering or expanding in China, forget one-size-fits-all strategies. Localization isn’t just language — it’s mindset. Empowerment here looks different than in the West. It’s less about bold seduction and more about bodily autonomy and everyday confidence.
Bottom line? The new middle class isn’t just driving lingerie consumption in China — they’re reshaping it. And if your brand listens, fits, and respects that shift, you’ll be part of the next chapter.