对话爱慕创始人张荣明：内衣混战，消费分化，但价格战不是出路｜独家

Core Viewpoint - The article discusses the evolution of the lingerie industry in China, focusing on the brand Aimer, founded by Zhang Rongming, and its adaptation to changing consumer preferences and market dynamics [2][5][26]. Company Overview - Aimer was founded in 1993 by Zhang Rongming, who initially developed a high-performance memory alloy bra under the brand [5][6]. - The company has grown to become a leading player in the domestic lingerie market, with a diverse product line that includes various sub-brands [5][6][10]. Market Trends - The lingerie market is experiencing a shift in consumer preferences, with a growing emphasis on comfort and practicality over traditional notions of beauty and allure [6][8][10]. - New brands are emerging with innovative concepts such as "wireless" and "size-free" designs, challenging established players like Aimer [6][12][17]. Competitive Landscape - Aimer has historically been a pioneer in the use of memory alloy materials for bras, but it faces increasing competition from new entrants that leverage modern marketing strategies and consumer trends [6][12][17]. - The brand has maintained its market position despite the entry of global competitors like Victoria's Secret, which struggled in the Chinese market due to cultural differences [8][9][12]. Consumer Behavior - The new generation of Chinese female consumers is shifting from a desire to please others to a focus on self-expression and comfort in their lingerie choices [6][10][12]. - Aimer recognizes the importance of adapting to these changing consumer values while maintaining its brand identity [17][25]. Production and Supply Chain - The lingerie industry is moving towards more efficient production methods, such as bonding technology, which reduces labor costs and increases production capacity [12][24]. - Aimer is exploring new manufacturing techniques while balancing the need for quality and brand integrity [12][24]. Strategic Direction - Aimer's strategy emphasizes maintaining brand consistency across online and offline channels, resisting the urge to engage in price wars [19][21][26]. - The company is focused on building a strong brand presence and adapting to market changes without compromising its core values [17][26].