内衣自由下，爱慕需要新故事

Core Viewpoint - The evolution of the lingerie market in China reflects changing female consciousness, with a shift towards comfort, health, and self-acceptance, leading to increased competition for established brands like Aimer [1][3]. Company Overview - Aimer has developed into a leading lingerie company in China with over 30 years of history, offering multiple brands including Aimer, Aimer Mr., Aimer Kids, and LA CLOVER, with over 1,700 stores across more than 200 cities [2]. - The company reported a revenue of 3.163 billion yuan for the fiscal year 2024, a decrease of 7.71% year-on-year, and a net profit of 163 million yuan, down 46.56% from the previous year [3]. Market Trends - The lingerie market is witnessing a trend towards wireless and simplified sizing options, with new brands like Ubras and Banana Inner gaining popularity among consumers [3]. - Aimer faces challenges in adapting to these market changes while maintaining its traditional strengths in wired bras [3]. Future Strategies - Aimer plans to open more flagship stores while increasing its online sales proportion, aiming for online sales to account for over 30% of total revenue [3][22]. - The company is focusing on brand restructuring, particularly for Aimer's sub-brand Aimer Beauty, to attract younger consumers [12][15]. Product Development - Aimer has been innovating in materials, with a significant portion of its product line now consisting of wireless bras, which account for half of its offerings [26]. - The company is also exploring sustainable materials, such as seaweed fiber, which has been introduced in its latest sleepwear line [32]. Research and Development - Aimer invests over 3% of its annual revenue in R&D, employing around 500 personnel in this area, which constitutes nearly 6% of its workforce [34]. International Expansion - Aimer has been expanding internationally since 2007, with plans to focus on markets in Asia, Southeast Asia, and Australia in its next phase of growth [35].