Customer Loyalty Programs Reshape Chinese Lingerie Shopping Trends

If you're not paying attention to how customer loyalty programs are changing lingerie shopping in China, you're missing a massive shift. As someone who's been analyzing consumer behavior in Asia's fashion markets for over a decade, I’ve seen trends come and go—but this one’s different. We’re talking real data, real spending, and real influence.

In 2023, China’s intimate apparel market hit $18.7 billion—and it’s projected to grow at 6.4% annually through 2027 (Statista). What’s fueling that growth? Not just better fabrics or influencer collabs. It’s loyalty. Specifically, brands that reward repeat buyers with points, VIP tiers, and exclusive access.

Take Neiwai (内外), for example. Since launching their tiered membership system in 2021, they’ve seen a 39% increase in customer retention. Their secret? Points don’t just get you discounts—they unlock early product drops, personalized styling sessions, and even offline wellness events. That emotional connection turns casual shoppers into brand advocates.

Compare that to traditional players like Aimer, who only introduced a full digital loyalty program in 2022. The gap shows: Neiwai’s repeat purchase rate sits at 52%, while Aimer’s lags at 34%. See the difference below:

Notice Ubras crushing the competition? They were early movers—launching a mobile-first rewards app before most even had WeChat mini-programs. Now, 70% of their sales come from members, and their average order value is 2.3x higher than non-member purchases.

So what should brands—or savvy shoppers—take from this? If you’re building a lingerie brand in China, your customer loyalty strategy isn’t optional. It’s your core growth engine. And if you’re shopping smart, always join the program. Those ‘free’ birthday bras? They’re just the start.

But here’s the insider tip: not all programs are equal. Look for ones that offer experiential rewards—not just coupons. Why? Because brands that invest in emotional loyalty (think: community, identity, self-expression) outperform those pushing transactional perks.

And for consumers, joining a strong program means more than savings—it gives you a voice. Neiwai surveys its top-tier members before designing new collections. That kind of influence? That’s power.

In short, the future of lingerie in China isn’t just about lace and fit. It’s about belonging. And the brands winning right now are the ones turning customers into a community. Want proof? Just follow the data—and the dollars.

Bottom line: Whether you're scaling a brand or choosing where to spend, prioritize platforms with deep loyalty engagement. The returns—emotional and financial—are undeniable.