Industry Analysis of China's Lingerie Market Size

If you're eyeing the Asian fashion market, here’s a hot take: China's lingerie market isn’t just growing — it’s exploding. As a lifestyle blogger who’s tracked intimate apparel trends from Shanghai to Shenzhen, I’ve seen firsthand how shifting consumer mindsets and rising disposable incomes are reshaping this industry. Forget outdated notions of conservative tastes — today’s Chinese women want comfort, style, and self-expression, all wrapped in one lace-trimmed package.

Let’s talk numbers. According to Statista and Euromonitor data, China's lingerie market size reached approximately $28.5 billion USD in 2023, with a projected CAGR of 7.3% through 2028. That means we’re on track to hit over $40 billion in annual revenue within five years. To put that in perspective, it’s now larger than Germany’s entire apparel market. Yeah, it’s that big.

What’s driving this surge? Three key factors:

1. Young, urban females (ages 20–35) are leading demand, prioritizing fit and body positivity.
2. E-commerce dominance — platforms like Tmall and JD.com account for over 65% of lingerie sales.
3. Localization of global brands — Victoria’s Secret struggled initially but adapted;新兴 players like NEIWAI (内外) and Ubras are killing it with minimalist designs and inclusive messaging.

Check out this breakdown of market share among top brands in 2023:

Notice something? Digital-native brands dominate. Ubras, known for its ‘wireless bra’ campaign, leveraged Douyin (TikTok) marketing and KOL collaborations to skyrocket sales. Their 2023 GMV? Over ¥9 billion (~$1.25B). That’s not luck — it’s strategy.

Now, if you're comparing options or looking to enter this space, focus on authenticity. Chinese consumers distrust overly sexualized branding. Instead, they respond to messages around self-care, comfort, and empowerment. NEIWAI’s slogan “Love Myself Every Day” resonates because it aligns with real values — not just aesthetics.

Another game-changer? The rise of functional lingerie. Think post-surgery bras, nursing-friendly styles, and temperature-regulating fabrics. This niche grew by 18% YoY, fueled by health awareness and better product innovation.

Looking ahead, sustainability will be key. A 2023 McKinsey survey found that 61% of Chinese shoppers prefer eco-friendly materials when choosing underwear. Brands using recycled nylon or organic cotton see higher retention rates — up to 34% more repeat buyers.

In short, China's lingerie market size reflects a cultural shift as much as an economic one. It’s no longer about seduction — it’s about self-respect. Whether you’re a retailer, investor, or trend watcher, this is one sector where staying informed pays off — big time.