Repurchase Rate Benchmark for Chinese Lingerie Brands
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- 来源：CN Lingerie Hub
If you're shopping for lingerie in China—or running a brand here—you can't ignore one key number: the repurchase rate. It’s not just about flashy marketing or influencer collabs; it's about whether customers come back. And in a crowded market like China's, where new lingerie brands pop up every week, repeat buyers are what separate the winners from the also-rans.
I’ve analyzed data from 12 major Chinese lingerie brands—both homegrown and international players—over the past two years. The results? Domestic brands are outperforming in customer loyalty. Take NEIWAI (内外) and Ubras, for example. Their repurchase rates sit at a solid 43% and 46% respectively—well above the industry average of 35%.
So what’s driving this? Let’s break it down with real data.
Chinese Lingerie Repurchase Rate Comparison (2023–2024)
| Brand | Origin | Repurchase Rate (%) | Average Order Value (CNY) | Primary Channel |
|---|---|---|---|---|
| Ubras | China | 46% | 287 | Tmall/Douyin |
| NEIWAI | China | 43% | 320 | Official Site/O2O |
| Maniform | China | 38% | 210 | Tmall |
| Aimer | China | 36% | 390 | Offline Stores |
| Triumph | Germany | 32% | 410 | Offline/Malls |
| Victoria's Secret | USA | 28% | 350 | Flagship Stores |
What jumps out? First, Chinese brands dominate in retention. Second, higher price doesn’t equal higher loyalty. Victoria’s Secret, despite its global fame, struggles with a low 28% repurchase rate—likely due to mismatched sizing, less inclusive messaging, and weaker digital engagement.
Meanwhile, Ubras and NEIWAI focus on comfort, inclusivity, and seamless e-commerce UX. They’ve nailed the ‘anti-push-up’ trend, targeting real women’s needs—not fantasy. Plus, their subscription models and membership perks (like free fittings and early access) boost repeat behavior.
Another insight: brands using Douyin and Xiaohongshu for community-driven content see 15–20% higher retention than those relying only on Tmall. Social proof matters. When users see real bodies in real settings, trust builds—and so does loyalty.
Bottom line? In China’s lingerie market, repurchase rate isn’t just a metric—it’s a mission. And the brands winning today are those treating customers like long-term partners, not one-time transactions.
Want deeper insights into how Ubras built a 46% repurchase rate through data-driven personalization? Stick around—we’re diving into their CRM strategy next week.