在华已运营超30年，黛安芬将全面撤柜，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][7]. 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 engaging in 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 the no-wire lingerie segment expected to account for 68% of the market by 2024, a 42 percentage point increase since 2018 [4]. - Local brands like ubras and NEIWAI have rapidly gained market share by focusing on "no-wire, zero constriction" products, with ubras achieving annual sales exceeding 2 billion yuan within five years [4]. Competitive Landscape - The Chinese lingerie market is projected to reach 223.7 billion yuan in 2024, growing at 8.3% year-on-year, with market share increasingly concentrated among local brands [5]. - Established local brands like Aimer and Maniform hold nearly 30% of the mid-to-high-end market due to their multi-channel strategies and competitive pricing [5]. - Triumph and other foreign brands have seen their market share decline to less than 1% by 2024, hindered by slow online channel adaptation, higher price points, and inadequate local design [5]. Industry Trends - Triumph's exit reflects broader challenges faced by international lingerie brands in adapting to evolving consumer preferences and competitive dynamics in China [7]. - The rise of local brands and market diversification offers consumers more choices, with a focus on sustainability, comfort, and personalization becoming central to lingerie consumption [7].