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].

Core Insights - The article discusses the evolution of Aimer, a leading Chinese lingerie brand, highlighting its technological innovations and market challenges in the context of changing consumer preferences and increased competition [1][2][3]. Company Overview - Aimer was founded by Zhang Rongming in the early 1990s, leveraging memory alloy technology to create innovative lingerie products [1]. - The company has grown to encompass over ten brands, including Aimer, Aimer Mr., Aimer Kids, and LA CLOVER, with more than 1,700 stores across China and international markets [2]. Market Trends - The lingerie market is shifting towards comfort and self-expression, with a growing preference for wireless and simplified sizing options, leading to increased competition from emerging brands like Ubras and Nainai [3]. - Aimer reported a revenue of 3.163 billion yuan for 2024, a decline of 7.71% year-on-year, and a net profit of 163 million yuan, down 46.56% from the previous year [3]. Strategic Initiatives - The company plans to open more flagship stores while increasing its online sales proportion, aiming for online sales to account for over 30% of total revenue [3][20]. - Aimer is focusing on brand rejuvenation and expanding its product offerings to cater to younger consumers, particularly through the Aimer brand and its sub-brands [12][35]. Product Development - Aimer has been innovating in fabric technology, introducing products made from seaweed fiber and milk fiber, which align with sustainability trends [32][34]. - The company has a strong emphasis on research and development, with approximately 6% of its workforce dedicated to R&D and an annual investment of over 3% of revenue in this area [34]. Consumer Insights - The company has collected extensive data on Chinese women's body shapes, allowing it to create products that better meet local consumer needs compared to Western brands [29][31]. - There is a notable shift in consumer preferences towards comfort and practicality, with a significant demand for wireless bras, which now constitute half of Aimer's product offerings [25][22].

Core Viewpoint - The evolution of the lingerie market in China reflects changing female consciousness, with a shift towards comfort, health, and self-acceptance, leading to increased competition for established brands like Aimer [1][3]. Company Overview - Aimer has developed into a leading lingerie company in China with over 30 years of history, offering multiple brands including Aimer, Aimer Mr., Aimer Kids, and LA CLOVER, with over 1,700 stores across more than 200 cities [2]. - The company reported a revenue of 3.163 billion yuan for the fiscal year 2024, a decrease of 7.71% year-on-year, and a net profit of 163 million yuan, down 46.56% from the previous year [3]. Market Trends - The lingerie market is witnessing a trend towards wireless and simplified sizing options, with new brands like Ubras and Banana Inner gaining popularity among consumers [3]. - Aimer faces challenges in adapting to these market changes while maintaining its traditional strengths in wired bras [3]. Future Strategies - 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 [3][22]. - The company is focusing on brand restructuring, particularly for Aimer's sub-brand Aimer Beauty, to attract younger consumers [12][15]. Product Development - Aimer has been innovating in materials, with a significant portion of its product line now consisting of wireless bras, which account for half of its offerings [26]. - The company is also exploring sustainable materials, such as seaweed fiber, which has been introduced in its latest sleepwear line [32]. Research and Development - Aimer invests over 3% of its annual revenue in R&D, employing around 500 personnel in this area, which constitutes nearly 6% of its workforce [34]. International Expansion - Aimer has been expanding internationally since 2007, with plans to focus on markets in Asia, Southeast Asia, and Australia in its next phase of growth [35].