内衣自由下，爱慕需要新故事丨36氪专访

Core Viewpoint - The article discusses the evolution of the lingerie market in China, highlighting the shift towards comfort and self-expression among young consumers, as well as the challenges faced by established brands like Aimer in adapting to these changes [5][10][11]. Company Overview - Aimer, founded by Zhang Rongming in the early 1990s, has grown into a leading lingerie brand in China, leveraging technology such as memory alloy in its products [7][9]. - The company has developed a diverse brand portfolio, including Aimer, Aimer Mr., Aimer Kids, and LA CLOVER, with over 1,700 stores across China and international markets [9]. Market Trends - The lingerie market is witnessing a trend towards wire-free and simplified sizing options, driven by a growing emphasis on comfort and self-acceptance among female consumers [10][11]. - New brands like Jiao Nei, Nei Wai, and Ubras are gaining popularity, increasing competition for traditional brands like Aimer [10][11]. Financial Performance - Aimer reported a revenue of 3.163 billion yuan for the fiscal year 2024, a decline of 7.71% compared to the previous year, with net profit dropping by 46.56% to 163 million yuan [12][14]. - The company acknowledged challenges such as economic downturns and insufficient market response strategies [14]. Strategic Initiatives - 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 [14][43]. - The company is focusing on brand rejuvenation and expanding its product offerings to cater to younger consumers [14][33]. Product Development - Aimer has been innovating in materials, with a significant portion of its product line now consisting of wire-free options, which are expected to grow in response to consumer demand [51][58]. - The company emphasizes research and development, with over 6% of its workforce dedicated to R&D and annual R&D spending exceeding 3% of revenue [64]. Future Outlook - Aimer is looking to expand its presence in international markets, particularly in Asia and Oceania, as part of its brand-building strategy [65].