Purchase Motivation Behind China's Lingerie Demand

If you're trying to understand the purchase motivation behind China's lingerie demand, you’re not just looking at fashion—you're diving into a cultural and economic shift. Over the past decade, Chinese women have moved from viewing lingerie as purely functional to seeing it as a form of self-expression, empowerment, and even luxury. Let’s break down what’s really driving this booming market.

Why Are Chinese Women Buying More Lingerie?

Gone are the days when underwear drawers were filled with plain white cotton bras. Today’s Chinese consumer—especially Gen Z and millennial women—is spending more, choosing bolder designs, and prioritizing comfort and fit. According to Euromonitor, China’s lingerie market hit $15.3 billion in 2023, growing at a CAGR of 7.2% since 2018. That’s not just growth—it’s a revolution.

So what’s fueling this? Three big factors: rising disposable income, digital influence, and shifting gender norms. Women now control more purchasing power than ever, and they’re using it to invest in themselves. Social media platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) are flooded with lingerie try-on videos, styling tips, and body positivity content—all normalizing open conversations about intimate apparel.

Brands Winning the Chinese Market

It’s not just international giants like Victoria’s Secret making moves. Local brands such as NEIWAI (内外) and Ubras are dominating by focusing on comfort, inclusivity, and authenticity. In fact, Ubras reported a 200% year-on-year sales increase during the 2022 11.11 shopping festival. Why? Because they listen to real women.

Here’s a quick look at how top players stack up:

As you can see, homegrown brands are outpacing Western ones by aligning with local values. They’re not selling sex appeal—they’re selling self-care. And that resonates.

The Role of E-Commerce & Personalization

Another key driver? Hyper-personalized shopping experiences. AI-powered size recommenders, private messaging consultations, and seamless returns make buying lingerie online less intimidating. Tmall reports that over 68% of lingerie purchases in China are now made digitally.

But here’s the real kicker: women aren’t just buying for romance or marriage anymore. A recent survey found that 61% of buyers choose styles based on personal preference, not partner approval. That’s a massive cultural shift—and a golden opportunity for brands that champion individuality.

Want to learn more about the psychology behind lingerie choices in modern China? It all comes back to autonomy, identity, and confidence. This isn’t just about fabric and lace—it’s about freedom.