2025/12/22
The Development of Domestic Women's Underwear Industry
The domestic women's underwear industry has a rich development history, diverse current situations, and broad future prospects, as follows:
Development history: In the early days, it mainly focused on self operated bra sections in department stores, and later transformed into joint brand counters in department stores, while also laying out chain supermarket channels. Subsequently, lingerie brands attempted to enter shopping centers and open independent stores, but the results were relatively weak. In recent years, online lingerie brands and e-commerce channels have mutually promoted each other, and the current retail channels are showing a trend of omnichannel integration.
Development status: The women's underwear market accounts for about 70% of the underwear market. Affected by the economic environment, the market size declined in 2022 and rebounded slightly in 2023. Among the consumer group, middle and high-income women born in the 85s and 90s are the main force. In terms of products, comfortable, healthy, and functional underwear is favored, and sizing free underwear is on the rise, leading to fierce market competition.
Future trend: Consumer upgrading will drive market growth. Chinese women's underwear has a gap in consumption habits compared to European and American countries, and there is great room for quantity and price increase. It is expected that the compound annual growth rate of the market size will reach 8%, and the industry will develop towards green, personalized, and intelligent directions. The trend of product segmentation in the underwear market will also become more apparent.
