太突然！在华已运营超30年，知名品牌将全面撤柜，门店：已收到通知

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 significance in their lives [1][3]. Company Overview - Triumph, founded in 1886 in Germany, is one of the largest lingerie manufacturers globally, with annual sales of $1.6 billion and production exceeding 200 million lingerie items [3]. - The brand entered the Chinese market in 1979, initially focusing on processing operations, and established local production companies in 1992 [3]. Market Dynamics - The Chinese lingerie market has undergone significant changes over the past decade, shifting consumer demand from "shaping" to "comfort," with a notable rise in the preference for wireless bras [4]. - By 2024, the market share of wireless bras in China is projected to reach 68%, a 42 percentage point increase since 2018, while Triumph's core product line has remained focused on wired bras [4]. Competitive Landscape - Local brands like ubras and NEIWAI have rapidly gained market share by emphasizing "wireless and zero constriction" products, with ubras achieving annual sales exceeding 2 billion yuan within five years [4]. - The overall market size for lingerie in China is expected to reach 223.7 billion yuan in 2024, growing by 8.3% year-on-year, with local brands capturing nearly 30% of the mid-to-high-end market [4]. Challenges Faced by Triumph - Triumph has struggled with channel adaptation, slow online presence, and pricing strategies that are generally 30% higher than local brands, leading to a market share decline to below 1% by 2024 [4]. - The brand's inability to fully adapt its designs to fit the body types of Chinese women has further hindered its competitiveness in the evolving market [4]. Industry Trends - The exit of Triumph reflects a broader trend where several international lingerie brands have withdrawn from the Chinese market due to failure to adapt to changing consumer preferences and competitive dynamics [6]. - The rise of local brands and the diversification of the market are providing consumers with more choices, emphasizing innovation and user experience as key competitive factors in the lingerie industry [6].