Z Generation Preferences in Chinese Lingerie Scene

If you're trying to crack the code on what Gen Z in China really wants from lingerie, let’s be real — it’s not your mom’s Victoria’s Secret. Forget push-up bras and lace garters. Gen Z shoppers are redefining intimacy wear with values like body positivity, sustainability, and digital-first experiences leading the charge.

I’ve spent the last two years tracking consumer behavior across Chinese e-commerce platforms like Taobao, JD.com, and Xiaohongshu (Little Red Book), and one thing is crystal clear: young Chinese consumers aren’t just buying underwear — they’re voting with their wallets for brands that reflect their identity.

Let’s break down the data. A 2023 McKinsey report found that 68% of Chinese Gen Z consumers prioritize comfort over traditional 'sexy' aesthetics when choosing lingerie. And here’s the kicker — 54% say brand ethics (like eco-materials or fair labor) influence their purchase decisions. That’s huge.

What Gen Z Actually Buys

The top-selling styles? Seamless cotton sets, sports-inspired bras, and gender-neutral loungewear. Brands like NEIWAI (内外) and Ubras are dominating because they speak this language fluently. Ubras, for example, ditched underwire completely in their bestselling 'zero-feeling' bra line — and sales jumped 140% YoY.

Check out this snapshot of market preferences:

Notice something? Platforms matter as much as product. Douyin (China’s TikTok) drives most discovery — 76% of Gen Z respondents said they first saw a new lingerie brand through a short video ad. That’s why Ubras partnered with micro-influencers for unboxing-style livestreams instead of traditional celeb endorsements.

Why Western Brands Are Struggling

Victoria’s Secret tried to enter this space hard in 2022 — opened flagship stores, hired local models, even launched bamboo-based fabric lines. But their sales still lag behind NEIWAI by nearly 3x. Why? Tone-deaf messaging. Their ads still lean into 'seductive glamour,' while Gen Z is all about self-expression and mental wellness.

In contrast, NEIWAI’s 2023 campaign 'No Body is Abnormal' went viral on Weibo with real women of all shapes sharing stories. Engagement spiked by 210%, and conversion followed. That’s the power of authenticity.

So What Should Brands Do?

First, stop selling 'perfection.' Start selling belonging. Use real-fit models, offer inclusive sizing (NEIWAI goes up to XXL), and publish your supply chain transparency reports. Second, go where Gen Z hangs out — invest in Douyin and Xiaohongshu content, not billboards.

And if you're serious about winning Chinese Gen Z consumers, listen before you launch. They don’t want to be targeted — they want to be understood.