有门店证实，年底撤柜！知名品牌将退出中国市场，很多女生衣柜里都有它

Core Viewpoint - The German mid-to-high-end lingerie brand Triumph is set to exit the mainland China market by December 31, 2025, sparking discussions among consumers about the brand's historical significance in the lingerie sector [4][10]. Company Overview - Triumph, founded in 1886 in Germany, is one of the largest lingerie manufacturers globally, with annual sales of $1.6 billion and over 200 million lingerie items produced each year [8]. - The brand entered the Chinese market in 1979, initially focusing on processing operations, and later established local production companies in 1992 [8]. - Triumph introduced the concept of "underwire bras" to China and became a prominent player in the mid-to-high-end lingerie market, especially known for its supportive underwire products [8]. Market Dynamics - The exit of Triumph reflects significant changes in the Chinese lingerie market over the past decade, with consumer preferences shifting from "shaping" to "comfort" [10]. - Data from Euromonitor indicates that by 2024, the market share of wireless bras in China will reach 68%, a 42 percentage point increase since 2018 [10][11]. - Local brands like ubras and NEIWAI have rapidly gained market share by focusing on comfort and leveraging online sales channels, with ubras achieving annual sales exceeding 2 billion yuan in just five years [11]. - The overall market size for lingerie in China is projected to reach 223.7 billion yuan in 2024, growing at 8.3% year-on-year, with local brands capturing nearly 30% of the mid-to-high-end market [11]. Competitive Landscape - Triumph's market share has declined from 5.2% in 2015 to less than 1% in 2024 due to slow adaptation to local market needs, including online presence and pricing strategies [11]. - The brand's pricing, typically between 200-500 yuan, is about 30% higher than the average price of local brands, which has further hindered its competitiveness [11]. - The exit of Triumph is part of a broader trend where several international lingerie brands have struggled to adapt to the evolving Chinese market, leading to a reshaping of the competitive landscape [12].