China Lingerie Market By Product Type (Bra, Knickers & Panties, Lounge Wear, Shape Wear, Others), By Sales Channel (Online, Hypermarkets/ Supermarkets, Specialty Stores, Others), By Region, Competition Forecast & Opportunities, 2020-2030F

Market Overview

The China Lingerie Market was valued at USD 22.46 Billion in 2024 and is expected to reach USD 30.37 Billion by 2030 with a CAGR of 5.22% during the forecast period. Shifting consumer preferences and rising disposable incomes among China's middle class are significantly fueling the growth of the lingerie market. A key driver behind this expansion is the growing demand for lingerie that is both comfortable and stylish a trend heavily influenced by the widespread use of e-commerce platforms. The ease and convenience of online shopping have granted consumers greater access to a diverse array of brands and designs, encouraging them to explore new options and move away from conventional purchasing patterns. This digital transformation is reshaping how lingerie is bought and worn across the region. Chinese women now spend around 10% of their clothing spending on lingerie, which illustrates a rapidly opening market.

Key Market Drivers

Rising Disposable Income and Lifestyle Upgrades

As China’s middle class continues to expand, rising disposable income has become a major driver of the lingerie market. With increased financial stability, consumers are shifting their focus from basic needs to personal well-being, self-expression, and fashion. Intimate apparel, once viewed as purely functional, is now considered an essential part of a modern lifestyle, prompting individuals especially younger women to invest more in quality lingerie. According to the 2022 White Paper on Chinese Lingerie, published jointly by the Underwear Committee of the China Textile Commerce Association and the Qianzhan Industry Research Institute, women in China only buy lingerie on average four times a year. Urbanization and the emergence of a younger, more fashion-conscious demographic have fueled this shift. Consumers are no longer just looking for affordable, practical underwear; they are demanding lingerie that combines aesthetics, comfort, and quality. This growing desire for stylish and comfortable lingerie has encouraged both local and international brands to expand their product lines and invest in better fabrics, fits, and designs tailored to Chinese tastes. Moreover, male consumers are increasingly participating in lingerie purchases for partners or themselves, a trend that further diversifies the market. With rising awareness of body positivity and self-care, lingerie is increasingly being viewed as a personal indulgence rather than a luxury.

E-Commerce and Digital Marketing Influence

The rapid rise of e-commerce and digital platforms has significantly influenced the growth of China Lingerie Market. Platforms like Tmall, JD.com, and Xiaohongshu (Little Red Book), along with live-streaming on Douyin (TikTok China), have revolutionized how lingerie is marketed, sold, and consumed. Consumers now enjoy a convenient, interactive shopping experience where they can explore product details, see real-time reviews, and make purchases instantly. ive-streaming, in particular, has become a powerful sales tool. Influencers and brand ambassadors present lingerie in relatable ways, answering questions and highlighting key features, thereby reducing consumer hesitation. This interactive format not only increases conversion rates but also helps educate consumers about product differences such as materials, support, and sizing. In addition to sales, digital platforms serve as major awareness channels. Social media content, including styling tips, comfort-focused campaigns, and body positivity messaging, drives engagement and builds brand loyalty. An increase in consumer awareness of lingerie in China is largely attributed to the country's high internet usage. The nation has the most active users across all social media platforms, including QZone (190 million active users), RenRen (over 130 million users), etc. According to the 50th China Statistical Report on Internet Development published by China Internet Network Information Center, there were 1.05 billion internet users in China in June 2022, with 99.6 percent of them using cell phones (CNNIC). 

Shift Toward Comfort, Functionality, and Inclusivity

Chinese consumers are increasingly prioritizing comfort and body acceptance when purchasing lingerie. This marks a significant shift from past preferences for overly structured, padded, or ornate styles to a demand for soft, breathable, and functional designs. The rise of athleisure and casualwear trends, influenced by global movements toward wellness and minimalism, has led consumers to seek lingerie that aligns with these lifestyles. This demand has created opportunities for brands that focus on wireless bras, seamless underwear, breathable fabrics, and adaptable sizing. The popularity of bralettes and non-wired bras is a direct reflection of this trend. Chinese consumers, particularly Gen Z and Millennials, are more informed about health and ergonomics and prefer lingerie that supports everyday comfort rather than just visual appeal. Inclusivity is also becoming a major focus. As conversations about body positivity grow, brands are increasingly expanding their size ranges and using real, diverse models in campaigns to promote self-confidence. Younger consumers value authenticity and inclusivity, rewarding brands that challenge unrealistic beauty standards and promote self-expression. Additionally, increased awareness around sustainability and ethical fashion is influencing purchasing decisions. 

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Key Market Challenges

Market Saturation and Intense Competition

The China lingerie market is becoming increasingly saturated, with a wide range of domestic and international players competing for consumer attention. From global brands like Victoria’s Secret and Calvin Klein to fast-growing Chinese brands such as NEIWAI and Ubras, the market has become highly fragmented. This intense competition puts pressure on brands to constantly innovate in design, pricing, and marketing to maintain visibility and consumer loyalty. Additionally, low entry barriers in the lingerie sector have encouraged many new brands to enter the market, particularly online. While this supports variety and consumer choice, it also results in market noise, where customers are overwhelmed with options and promotions. This can lead to brand fatigue and lower consumer engagement. With the market nearing saturation in top-tier cities, brands are looking toward lower-tier cities for growth. However, this expansion comes with its own risks, including logistical challenges and differences in consumer behavior. Navigating these complexities while managing profit margins is a major hurdle for long-term success in China’s competitive lingerie market.

Cultural Sensitivity and Consumer Diversity

Despite China’s large population, the lingerie market must cater to a wide array of cultural preferences, body types, and regional values. One of the persistent challenges is addressing the diverse and often conservative attitudes toward lingerie in certain regions. In more traditional or rural areas, discussing or purchasing lingerie can still be considered taboo, limiting market penetration and consumer engagement. Designing lingerie that appeals across various age groups, lifestyles, and comfort preferences is complex. Many international brands have struggled with one-size-fits-all strategies that don’t align with local expectations. Chinese consumers also have unique sizing needs and preferences that may not be well-served by global sizing standards or styles. Furthermore, regional tastes differ greatly. Consumers in cosmopolitan cities like Shanghai or Beijing may be more receptive to bold and fashion-forward designs, while customers in second- and third-tier cities may prioritize comfort, practicality, or modesty. Balancing these preferences requires careful segmentation, data analysis, and localized product development, which not all brands are equipped to handle. Bottom of Form

Key Market Trends

Shift Toward Comfort and Minimalist Design

A prominent trend in the China lingerie market is the growing preference for comfort-focused and minimalist lingerie. Consumers, especially younger women and Gen Z, are moving away from traditional underwired bras and lace-heavy designs in favor of soft, wireless bras, seamless underwear, and breathable fabrics. This shift reflects broader lifestyle changes, where comfort, practicality, and wellness are prioritized over purely aesthetic appeal. Brands like NEIWAI and Ubras have capitalized on this trend by marketing lingerie as "second skin," emphasizing body freedom and comfort without compromising on style. Their success has inspired traditional and international brands to also introduce bralette collections, seamless lines, and versatile pieces that cater to this new mindset. Minimalist designs with neutral tones, clean cuts, and functional fabrics are gaining popularity. The pandemic also accelerated this shift as consumers became accustomed to homewear and comfortable loungewear and now expect similar comfort from their daily lingerie.

Growing Demand for Sustainable and Ethical Lingerie

Sustainability is emerging as a significant trend in the China lingerie market, driven by increasing environmental awareness and changing consumer values. As climate issues and ethical manufacturing gain attention globally, Chinese consumers—particularly younger generations are beginning to demand transparency, eco-friendly materials, and responsible production from lingerie brands. Shoppers are now more likely to question where and how their garments are made, what materials are used, and whether the brand adheres to ethical labor practices. This has created opportunities for sustainable lingerie brands that offer products made from organic cotton, bamboo fiber, recycled fabrics, and biodegradable packaging. Domestic and international brands alike are responding. NEIWAI, for example, has launched environmentally conscious collections, while global players like H&M and Oysho are including sustainable lines within their China offerings. Some brands are also adopting circular fashion principles offering recycling programs or encouraging extended use of garments through quality and durability. In addition to product-level changes, marketing campaigns now often emphasize brand values, such as social responsibility and eco-consciousness. As sustainability becomes a purchasing factor, brands that can balance ethics with affordability and style are likely to gain long-term loyalty in this evolving market.

Segmental Insights

Product Type Insights

In the China lingerie market, bras represent the dominant product segment, accounting for a significant share of both consumer demand and brand focus. This dominance is driven by the essential nature of bras in daily wear, alongside increasing consumer awareness of fit, comfort, and design. Chinese consumers, particularly women in urban areas, are becoming more discerning, seeking bras that not only offer support but also align with modern trends in comfort and aesthetics. The rise of wireless and seamless bras has further fueled growth in this segment. Brands like NEIWAI and Ubras have gained popularity by offering minimalist, soft-cup bras that cater to changing preferences—especially among Gen Z and millennial consumers who prioritize body freedom and wellness. Meanwhile, traditional wired bras still maintain relevance, particularly for consumers who value structured support and shaping. With greater focus on personalization and size inclusivity, bra brands are innovating in materials, fit technology, and customer service. Online platforms also allow for detailed fit guides and try-on tools, enhancing the shopping experience. Given its blend of necessity and fashion, the bra segment is expected to maintain its lead within the China lingerie market, evolving in step with consumer expectations for comfort, design, and self-expression.

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Regional Insights

The East region of China stands out as the dominant force in the China lingerie market, driven by its large population base, high levels of urbanization, and strong economic development. This region includes major cities such as Shanghai, Hangzhou, Nanjing, and Suzhou, which are known for their affluent consumers, modern retail infrastructure, and advanced digital commerce ecosystems. These factors make the East region a natural hub for both domestic and international lingerie brands looking to capture market share. Consumer awareness and spending power in the East are significantly higher compared to other regions, allowing brands to introduce premium, comfort-oriented, and fashion-forward lingerie products. The population in this area is also highly receptive to new trends, sustainability, and digital shopping experiences especially through platforms like Tmall, Xiaohongshu, and Douyin. As a result, lingerie brands often test and launch new collections here first before expanding elsewhere. The East’s dominance is further supported by the presence of established logistics networks and manufacturing centers, which make distribution more efficient and cost-effective. With a consumer base that values quality, fit, and lifestyle branding, the East region will likely continue to lead in lingerie consumption, setting the tone for innovation and consumer preferences across the broader Chinese market.

Recent Developments

• Cosmo Lady, an intimate wear enterprise, has announced to expand its physical retail presence significantly in 2024. The company aims to open over 1,100 new offline stores, primarily through franchising. In a recent product launch event in Dongguan, Guangdong province, Cosmo Lady unveiled a new line of intimate wear featuring advanced technologies. The company also announced a partnership with the Chinese synchronized swimming team to enhance its brand image. Currently, Cosmo Lady operates over 4,000 physical stores nationwide, with more than 3,000 being franchised outlets.
• In 2025, XIXILI, a lingerie brand has unveiled a new line of plus-size lingerie collections to coincide with Chinese New Year and Hari Raya celebrations. These collections are thoughtfully designed to complement traditional attire such as the Cheongsam, Baju Kurung, and Kebaya, ensuring a seamless and comfortable fit for festive occasions. The brand's offerings feature full-coverage bras with high side panels, double-layered power-netting, and U-back designs to provide enhanced support and a naturally lifted silhouette. Additionally, firm-fitting girdles offer high-waisted, 360-degree compression for a smooth finish under form-fitting outfits.
• Neiwai, a Chinese lingerie and loungewear brand established with the mission to create clothing that liberates both body and mind. Initially launched as an online retailer, Neiwai has since evolved into a prominent brand, offering an extensive range of leisurewear collections. As of January 2023, the brand boasts over 140 physical stores across more than 40 cities in China, with monthly sales surpassing 200 million RMB.
• In 2023, Chinese women’s underwear brand NEIWAI launched its first international store in Singapore, marking its debut in offline retail outside of China. The new store, located in Raffles City shopping centre, features NEIWAI’s full product lineup, including women’s loungewear, casualwear, sportswear, and an expanding selection of men’s apparel.

Key Market Players

• Shenzhen Huijie Group Co., Ltd.
• Cosmo Lady (China) Holdings Company Limited
• Victoria’s Secret & Co.
• Yancheng International Women's Fashion Co., Ltd.
• 6IXTY 8IGHT LIMITED
• Aimer Group
• Wacoal (China) Fashion Co., Ltd.
• Etam Group
• Chun Wing Intimate Factory Ltd.
• Embry Holdings Limited

Report Scope:

In this report, the China Lingerie Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• China Lingerie Market, By Product Type:

o   Bra

o   Knickers & Panties

o   Lounge Wear

o   Shape Wear

o   Others

• China Lingerie Market, By Sales Channel:

o   Online

o   Hypermarkets/ Supermarkets

o   Specialty Stores

o   Others

• China Lingerie Market, By Region:

o   North

o   East

o   North East

o   South Central

o   North West

o   South West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the China Lingerie Market.

Available Customizations:

China Lingerie Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).