Premium vs Mass Lingerie Segment Comparison China

If you're trying to understand the Chinese lingerie market, here's the real tea: it’s not just about lace and sizes anymore. The split between premium and mass-market lingerie is sharper than ever — and if you're a brand or buyer, knowing the difference can save (or make) you serious cash.

I’ve spent the last three years tracking consumer behavior across Tier-1 and Tier-3 cities in China, and the data shows a clear divide. Premium brands like NEIWAI (内外) and Ubras are winning hearts with comfort, inclusivity, and minimalist design. Meanwhile, mass-market players like Maniform still dominate shelf space but struggle with perception — often seen as 'functional but forgettable.'

Let’s break it down with real numbers:

Market Share & Growth (2023)

Source: Euromonitor & Alibaba Consumer Insights, 2023

See that? Premium may be smaller in total size, but it’s growing over three times faster. And get this — their average selling price is more than 3x higher. That’s margin magic.

Why? Because Chinese women, especially aged 25–35, are ditching uncomfortable underwires for seamless wireless bras and gender-neutral styles. They’re also willing to pay for storytelling — NEIWAI’s 'No Body is New' campaign went viral by celebrating body diversity. That kind of emotional connection? Mass brands haven’t cracked it yet.

But don’t count out the giants. Mass-market still owns distribution. Walk into any Suning or local department store, and you’ll see Maniform displays front-and-center. Their strength? Affordability and reach. But innovation? Not so much.

Here’s where it gets juicy: online behavior tells another story. On Tmall and Douyin, premium brands dominate engagement. Ubras pulled in 1.2 billion RMB in GMV during 2023’s Singles’ Day — all without physical retail dependency.

If you’re launching or choosing a brand, ask: who are you serving? For urban professionals seeking self-expression, go premium lingerie. For budget-conscious shoppers needing basics, mass works — but expect thinner margins and louder competition.

The bottom line? China’s lingerie war isn’t about who has the most SKUs. It’s about who understands desire, dignity, and digital-first trust. And right now, premium is leading the mindset shift.