Head over heels for underwear

Aimer's founder and CEO Zhang Rongming.

It markets itself as graceful, delicate and detail-oriented. But it's too expensive for average consumers.

Imi's has tapped market demand for greater afford-ability. And its value-for-money appeal has propelled it to emerge as the group's fastest-growing brand, Zhang says.

It currently contributes about 10 percent of the group's sales. But that's expected to grow to a third in the near future, he adds.

Zhang, who earned a master's in metallurgy from the University of Science and Technology Beijing, claims to have invented bras with memory metals－smart alloys that pop back into place when bent.

He founded Aimer in 1993－a time when lingerie was rarely talked about in China.

It's a profound understanding of the domestic market that has enabled Aimer to withstand competition from such international brands as Germany's Triumph and Japan's Wacoal, Zhang says.

"Chinese customers tend to have more confidence in foreign brands. So we try to develop products that better suit their shapes and sizes," Zhang says.

Products are produced based on the research and development undertaken by the Aimer Ergonomics Laboratory, a joint program with the Beijing Institute of Fashion Technology.

The lab gathers and analyzes data on the human body across China and Asia.

Product development is also supported by the Aimer Materials Detection Laboratory and the Aimer Lingerie Culture Research Institute

Indeed, it seems the company has invested a lot into researching the science of sexy.

Zhang estimates the brand accounts for over 10 percent of China's lingerie market, although it's difficult to determine specific figures.

It helps that actress Gong Li serves as its spokeswoman, and it stages fashion shows that call to mind those run by Victoria's Secret.

Its new move is to shift toward a family-based approach.

The company has opened Aimer Homes lifestyle shops that offer inner wear for all ages from lines including Aimer, La Clover, Imi's and Aimer Men.

It's currently developing cosmetics and skin-care products.

Less than 10 percent of sales come from online stores, but the company aims for e-commerce to account for 15 percent in the future, Zhang says.