爱慕推出“封面文胸”，引领“内衣时装化”全新趋势

Core Insights - Aimer, a high-end domestic lingerie brand, has officially launched a brand renewal, introducing a new positioning of "Underwear as Fashion" and the first "Cover Bra" product, with actress Wen Qi as the brand ambassador [1][2][12] Brand Positioning - The brand aims to transition from being a "functional expert" in lingerie to a leader in the trend of "underwear fashion," redefining intimate apparel with fashion standards to provide modern women with stylish and comfortable options [1][12] Brand Ambassador - Wen Qi, a rising actress, has been announced as the brand ambassador, resonating with contemporary women through her multifaceted persona, which aligns with Aimer's new positioning [2][4] Product Innovation - The "Cover Bra" is designed to be a key fashion item that can be worn as outerwear, combining aesthetics and comfort, and is positioned as a means for women to express their style and confidence [5][8] Product Features - The initial launch includes three series of "Cover Bras": "Split," "Cappadocia," and "Critical Boundary," each inspired by different cultural aesthetics and designed to meet diverse women's preferences and styling needs [5][6] Market Strategy - Aimer plans to open over 1,000 stores nationwide featuring a "Cover Theme Area" for professional fitting services and product trials, promoting the concept of "Underwear as Fashion" [10] Industry Impact - Aimer's brand renewal is not only a strategic upgrade for the company but also aims to advance the Chinese lingerie industry by establishing new standards for "underwear fashion" and shifting from price competition to value competition [13] Future Vision - The company envisions becoming a global leader in intimate apparel, responding to consumer demand for upgraded experiences and showcasing the innovation and aesthetic strength of Chinese brands on the international stage [13][14]