Since the opening of TikTok Shop's beauty zone, women's underwear has consistently ranked among the top sellers in the TikTok beauty zone's electronic product category, holding a pivotal position on the platform and becoming one of the categories that many cross-border merchants focus on expanding into. What are the market trends and opportunities for women's underwear in 2025, and what are the new growth drivers?
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The lingerie category on the list is hot, and new business opportunities are emerging in segmented fields
According to a TikTok Shop category data report released by data agency GlodaStory in October last year, the market share of women's clothing and underwear categories reached 13.06%; The category GMV is approximately 113.44 million US dollars, with a month on month growth of 16.83%; Category sales reached 6.12 million units, a month on month increase of 10.42%; The average transaction price was $18.53, a month on month increase of 5.8%.
From the distribution of sub category sales, women's tops (38.63%), women's underwear (18.6%), and women's bottoms (17.57%) are the mainstream sales categories, accounting for over 70% of the market share. Following closely behind are women's suits/jumpsuits (9.55%), dresses (6.3%), sleepwear and home wear (4.78%), and special clothing (0.96%).
Overall, the women's underwear subcategory has performed well in the market, with sales growth fluctuating around 20% month on month. However, the sales growth of some products such as women's dresses is relatively slow, with a month on month growth of only 7.06%. Merchants need to further optimize product design and marketing strategies to meet the diverse needs of consumers. The sales of women's pajamas and home wear have increased significantly, with sales increasing by 33.08% and 154.37% respectively on a month on month basis, indicating an increased demand from consumers for a combination of comfort and fashion, as well as a preference for diversified choices.
In the soaring growth chart of new products, the month on month growth index of women's bras, women's suits, and women's sweaters is more prominent, with growth rates fluctuating around 2000%, demonstrating strong consumption potential. In the hot selling list, the sales performance of women's bras, women's leggings, and women's bottoms is even more prominent. For example, a CAKE bra achieved sales of $1.58 million in October, despite a 31.58% decrease in sales compared to the previous month, it still firmly held the top spot on the bestseller list.
It is not difficult to see that bras and underwear, as the most commonly used clothing products by women, have always been in a dominant position in the women's underwear category, with a huge consumption volume. However, there are still many untapped business opportunities in the subdivision field of underwear, which have extremely considerable potential for consumer upgrading, such as the field of erotic underwear.
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Selling millions of dollars annually, erotic lingerie is booming overseas
In the lingerie market, erotic lingerie refers to a niche market specifically designed to stimulate sexiness and desire. Products focus more on provocative aesthetics and exquisite craftsmanship, aiming to enhance the wearer's confidence and attractiveness. Their designs often have obvious and attractive features.
Women have always been the main target audience for erotic lingerie. According to Verified Market data, the global market size for women's lingerie is expected to reach $14.72 billion in 2023, and is projected to continue growing at a compound annual growth rate of 9.7% from 2024 to 2030, reaching $23.7 billion. Under the driving force of domestic and international demand, Guanyun County in Lianyungang, known as the "sex town" in China, has also made a comeback by producing sex underwear to lift itself out of poverty.
Taking the United States as an example, in the past five years, keywords such as "sexy underwear" and "lingerie" have been at a high search volume on Google, with search peaks occurring from before Christmas to February of the following year.
In terms of types, underpants (mainly open style), nightdress, three-point style, one-piece style, suspenders, etc. are popular sexy underwear styles in the United States, and the corresponding "basic style" can be bought in offline stores such as Wal Mart, Marks&Spencer, as well as e-commerce platforms such as Amazon, SHEIN, etc
On TikTok, which is open and passionate about love, there are plenty of videos showcasing erotic lingerie outfits. Most influencers or users share erotic lingerie videos that are labeled according to the formula of # sexy # lingerie+people+events+themes, fully leveraging the curiosity of erotic lingerie. The related popular videos with traffic halo have up to millions of views.
In fact, with significant advantages such as low entry barriers, low investment, and high growth, the lingerie market has been continuously attracting numerous sellers and brand bestsellers to flock in.
On July 18, 2024, Saiwei Times released a performance forecast stating that it is expected to achieve operating revenue of 4.15-4.25 billion yuan in the first half of 2024, up from 6.564 billion yuan for the full year of 2023. Its two major sub brands, Avidlove and Ekouaer, have been selected as the top 10 brands in terms of sales revenue. Avidlove has an annual sales total of approximately 75 million US dollars and has maintained its position as the top brand of American lingerie with nearly 66% market share.
It is understood that Avidlove's products cover almost all types of erotic underwear, including jumpsuits, pajamas, underwear, uniforms, etc., earning a lot of money through "brand+flexible supply chain".