Consumer Research Findings in China Underwear Market
- 时间：
- 浏览：4
- 来源：CN Lingerie Hub
Alright, let’s talk about something *everyone* wears but hardly anyone researches — underwear. Especially in China, where the market is booming faster than your favorite delivery app during dinner rush. As a lifestyle tech & consumer trends blogger who’s been tracking intimate apparel for over five years, I’ve dug into sales data, surveyed real users, and even visited factories (yes, really). Here’s what you need to know if you're shopping, selling, or just curious about the **China underwear market**.
First off — this isn’t your grandma’s cotton briefs anymore. The Chinese consumer today wants comfort, style, *and* smart features. Think moisture-wicking fabrics, seamless designs, and even temperature regulation. According to Euromonitor, the Chinese underwear market hit **$18.7 billion in 2023**, with an annual growth rate of **6.3%** — outpacing many other APAC regions.
But here’s the kicker: it’s not just international giants like Uniqlo or Aimer dominating. Local brands like NEIWAI (内外) and NEIWAIGUAN (内外馆) are winning hearts — and wallets — by focusing on body positivity and minimalist aesthetics. In fact, NEIWAI saw a **42% YoY revenue increase in 2023**, largely driven by their 'No Label' campaign promoting gender-neutral designs.
Let’s break down the key player segments:
| Brand Type | Market Share (2023) | Avg. Price Range (RMB) | Primary Audience |
|---|---|---|---|
| Local Premium (e.g., NEIWAI) | 28% | 150–300 | Urban women, 25–35 |
| Mass Market (e.g., Triumph China) | 35% | 80–150 | All demographics |
| International Fast Fashion | 20% | 50–120 | Youth, 18–28 |
| Luxury/Niche Imports | 17% | 300+ | High-income urbanites |
What’s driving demand? Three words: **comfort, convenience, and customization**. Over **68% of female respondents** in a 2023 McKinsey survey said they prioritize fabric breathability over brand name. Meanwhile, men’s underwear sales grew by **9.1%**, thanks to brands like [Bananain](/) pushing bamboo-based, eco-friendly options.
And don’t sleep on e-commerce. Over **74% of underwear purchases** happen online — Tmall and JD.com lead, but Douyin (TikTok’s sister app) is rising fast with live-stream try-ons. Yes, people are buying undies based on 30-second videos. Wild, right?
Another trend? **Genderless designs**. While still niche, unisex loungewear and basics are growing at **15% annually**. Younger shoppers see less need for hyper-gendered clothing, and brands that adapt — like [NEIWAI](/) — are rewarded with loyalty.
So, whether you’re a shopper looking for quality or a brand eyeing expansion, remember: in China’s underwear game, softness sells — but so does storytelling.