Chinese women redefine sexy – and create a booming market at home for feel-good bras
China’s highly fragmented lingerie market is expected to reach around US$64.69 billion by the end of 2022, with over 3,000 foreign and domestic players battling each other to maximise their market share.
Chinese women are increasingly saying goodbye to push-up bras – and reshaping one of the world’s most important lingerie markets.
Feeling good is in. And feeling sexy is no longer equated with cleavage.
The change in mindset, catching up to a trend already seen in fashion-setting western markets, is creating opportunities in China, with a rush of domestic start-ups targeting women who prefer bras that are softer, wireless, seamless and comfortable. Global brands are also taking note.
“Younger generations are the driving force of this market,” Pascal Martin, a partner at OC&C Strategy Consultants, said about China. “The insatiable curiosity of younger women for global trends and brands, combined with their strong consumption power, makes them very attractive customer targets for lingerie brands.”
The overall intimate-wear market in China is expected to reach US$64.69 billion by the end of 2022, up from about US$43.42 billion in 2017, according to Frost & Sullivan. Tier-1 cities including Beijing, Shanghai, Guangzhou and Shenzhen serve as the main drivers for sales of intimate wear, accounting for more than 30 per cent of total sales in the country.
