E-commerce has become the core sales channel for close fitting underwear, profoundly changing the way brands reach consumers.

The Asia Pacific region, with its strong textile manufacturing foundation and growing consumer demand, holds a dominant position in the global intimate apparel market, and is expected to account for over 40.2% of the global women's underwear market by 2025.

The essence of fitting underwear/seamless underwear is the innovation of manufacturing technology, and digitalization is pushing this innovation to new heights.

The industry competition pattern is accelerating its restructuring. Veteran lingerie giants, represented by Triumph, are experiencing market contraction - by the end of 2025, Triumph announced its withdrawal from the Chinese market, ending its more than 30 year operation in China. Anlifang's market share decreased from 1.2% in 2014 to 0.5% in 2023, while Urban Beauty's market share decreased from 2.6% to 1.3% during the same period.

Consumer purchasing decisions are undergoing profound changes. Comfort has replaced exterior decoration as the top priority - according to a Forbes survey, 81% of consumers consider comfort as the primary factor in fashion.

The global intimate apparel market maintains a steady growth trend overall. The global lingerie market sales are expected to reach approximately 8.526 billion US dollars in 2025 and 11.39 billion US dollars in 2032, with a compound annual growth rate of 4.1%. The size of the women's underwear market is expected to reach 95.2 billion US dollars in 2025 and 154.1 billion US dollars in 2034, with a CAGR of 5.49%.