看见2026 | 内衣行业迎来“新拐点”，爱慕交出“中国答卷”

Core Viewpoint - The article discusses the evolution of the lingerie industry in China, highlighting the transformation from basic functionality to a focus on comfort, aesthetics, and self-expression, with Aimer leading this change through its brand upgrade and innovative products [2][10]. Group 1: Industry Evolution - Thirty years ago, lingerie was merely functional, but it has now become a significant part of self-expression, requiring comfort, health, and aesthetics [2]. - Aimer launched its brand upgrade on February 26, introducing the new "Cover Bra" and positioning itself with the slogan "Lingerie as Fashion," marking a new phase in the industry [2][10]. - The traditional lingerie manufacturing process is complex, involving over 40 components and 50-100 production steps, making industry upgrades challenging [5]. Group 2: Technological Advancements - In 1991, Aimer's chairman Zhang Rongming developed a memory alloy bra underpinned by his materials science background, enhancing the comfort and support of lingerie for Chinese consumers [5][8]. - Aimer established the "Beijing Institute of Ergonomics" in collaboration with Beijing Institute of Fashion Technology in 1999, focusing on the relationship between body shape, aesthetics, and product design [7]. Group 3: Market Dynamics - The rise of the "she economy" and "self-consumption" trends have shifted the domestic lingerie market from functional to emotional consumption, with local brands capturing 90% of the top 20 sales on Tmall's "Double 11" [10]. - The rapid market expansion has led to product homogenization and price competition, creating challenges for brands [10][11]. Group 4: Aimer's Strategic Positioning - Aimer's new strategy emphasizes the transition from functional satisfaction to fashion expression, aiming to redefine lingerie as a key part of daily outfits [11][12]. - The company focuses on aesthetics, technology, and quality to set industry standards, moving beyond the common narrative of "simple comfort" [12]. - Aimer maintains a self-owned production model, ensuring quality control and innovation through its five production bases and a national-level testing laboratory [12][13]. Group 5: Long-term Vision and Global Expansion - Aimer aims to maintain its leading market share in China while expanding its presence in the global intimate apparel market [15]. - The company has developed a product matrix to cater to diverse consumer needs and is committed to sustainable practices, including green manufacturing and social responsibility initiatives [15][16]. - Aimer is actively pursuing international markets, with plans for a production base in Vietnam by 2026 and expansion into Southeast Asia, the Middle East, and Australia [16].