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Our Expertise

We have worked with several brands specialized in underwear on their market entry and market development through market research, e-commerce, consumers interviews, and social media marketing.

We help your brand understand the local shapes and complexes from Chinese consumers. Today, Chinese consumers are favoring Western brands for their material selection, shapewear, and exquisite design:

  • Forecasted revenue of $25 billion USD in 2023
  • Forecasted YoY growth rate of 4% by 2027
  • Average revenue per user of $120 USD

Key Insights

Market Data

In 2023, the underwear market is forecasted to reach $10 billion USD for men and $15 billion USD for women. The main products are boxer shorts and trunks for men. The main products are lingerie and bras with specific concerns around breast health for women.

Sales Channels

Underwear is sold both online and offline, with a strong appetite for online e-commerce platforms such as Tmall, JD, and RED. In 2022, the share of online sales was higher for women’s underwear (58%), for men’s underwear (59.1%), and for kids’ underwear (59.7%).

Favorite Brands in China

The favorite brands of Chinese consumers for underwear are Triumph, Aimer, Wacoal, Calvin Klein, Manuform, La Perla, Victoria’s Secret, Gujin, and Hodo. They purchase both Chinese and International brands for high-quality materials and practicality concerns.

Top 3 Influencers for Underwear & Lingerie in China


Chen is a business entrepreneur with 133,000 followers on Xiaohongshu, he shares loungewear outfits when WFH.


Ellie is gathering a community of 250,000 people and recommends delicate lace lingerie to style fashion outfits.


Joyce is a young dancer with 22,000 followers, she recommends underwear brands for dance and sports practice.

Top 3 Categories for Underwear in China

1. Shapewear

The trend of shapewear reached Chinese consumers with a strong appetite for underwear that can sculpt the body and feel like a second skin. The majority of Chinese brands are proposing shapewear for several years already. Local consumers are interested in Western brands proposing unique shapewear that can sculpt the bottom, breast, and waist.

2. Loungewear

After the global pandemic, the sales of loungewear has thrived in China. Now that Chinese employees are going back to work, they still enjoy a nice loungewear set for evenings, weekends, and home working days. They enjoy Western design, and especially European design and material.

3. Silk & Lace Lingerie

The silk and lace lingerie is still viral in China when the quality of the lace is perceived as high-quality. Local consumers will favor patented technology and exclusive material for this category to invest in a good-looking and delicate lingerie set.  

Best in Class


The underwear brand reached $60 million USD of GMV during 618 festival on Tmall. They converted existing customers into brand ambassadors with UGC on Xiaohongshu.

Calvin Klein

The American brand is successful in China mainly through its underwear line. The collaboration with International and Chinese celebrities went viral on Weibo.


The Japanese underwear brand opened a Tmall store and focused on its best selling shapewear item “Hug Me” that went viral to sculpt a bigger breast.

Let's Talk!

Send us an email at contact@reverse-group.com or contact us via the form and start your expansion in China today.


Email: contact@reverse-group.com

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