Core Insights - The article discusses the evolution of Aimer, a leading Chinese lingerie brand, highlighting its technological innovations and market challenges in the context of changing consumer preferences and increased competition [1][2][3]. Company Overview - Aimer was founded by Zhang Rongming in the early 1990s, leveraging memory alloy technology to create innovative lingerie products [1]. - The company has grown to encompass over ten brands, including Aimer, Aimer Mr., Aimer Kids, and LA CLOVER, with more than 1,700 stores across China and international markets [2]. Market Trends - The lingerie market is shifting towards comfort and self-expression, with a growing preference for wireless and simplified sizing options, leading to increased competition from emerging brands like Ubras and Nainai [3]. - Aimer reported a revenue of 3.163 billion yuan for 2024, a decline of 7.71% year-on-year, and a net profit of 163 million yuan, down 46.56% from the previous year [3]. Strategic Initiatives - The company 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][20]. - Aimer is focusing on brand rejuvenation and expanding its product offerings to cater to younger consumers, particularly through the Aimer brand and its sub-brands [12][35]. Product Development - Aimer has been innovating in fabric technology, introducing products made from seaweed fiber and milk fiber, which align with sustainability trends [32][34]. - The company has a strong emphasis on research and development, with approximately 6% of its workforce dedicated to R&D and an annual investment of over 3% of revenue in this area [34]. Consumer Insights - The company has collected extensive data on Chinese women's body shapes, allowing it to create products that better meet local consumer needs compared to Western brands [29][31]. - There is a notable shift in consumer preferences towards comfort and practicality, with a significant demand for wireless bras, which now constitute half of Aimer's product offerings [25][22].
内衣自由下 爱慕需要新故事
3 6 Ke·2025-08-02 00:34