传统内衣的困局，「运动内衣」是解药吗？

Core Insights - The traditional lingerie market in China is undergoing a significant transformation, with a shift from underwire bras to more comfortable and breathable options favored by younger women [6][32] - New local brands like NEIWAI, Ubras, and Jiao Nai are gaining market share by focusing on comfort and emotional value, while established brands like Aimer and Anita are struggling to maintain their positions [15][17] Market Trends - The demand for sports bras is rising as fitness and lifestyle trends become more integrated into daily life, with brands like Lululemon and MAIA ACTIVE gaining popularity [9][10] - Traditional lingerie brands are attempting to pivot towards the sportswear segment to revitalize their offerings, as seen with Aimer's launch of AIMER SPORTS [18][20] Consumer Behavior - There is a notable shift in women's perceptions of "sexy," moving from external validation to self-acceptance and comfort, which is influencing purchasing decisions [32][39] - Emotional satisfaction and psychological comfort are becoming key factors in women's lingerie choices, leading to a more nuanced understanding of "self-pleasure" in the market [39][46] Competitive Landscape - Established brands are losing market share to emerging local brands, with significant declines in market presence reported for companies like Aimer and Urban Beauty [15][17] - The trend of "sportsification" is not limited to lingerie but is also affecting the broader apparel industry, with brands across categories adapting to this shift [47][51]