老牌内衣品牌黛安芬撤出内地市场

Core Insights - The traditional underwire bra market is declining, with brands like Triumph announcing their exit from the Chinese market by December 31, 2025 [1] - Consumer preferences are shifting towards comfort and functionality, leading to the rise of new brands that focus on wireless and size-free options [2] Company Analysis - Triumph, known for its underwire bras, was one of the first foreign brands to introduce this concept in China, but has struggled to adapt to changing consumer demands [1] - The brand's flagship products are priced between 200-600 RMB, but many consumers find them uncomfortable and ill-fitting, contributing to declining sales [1] - The company has attempted to launch wireless comfort bras, but underwire products remain its primary offering [1] Industry Trends - Established brands like Wacoal are also experiencing revenue declines, with a reported 7.1% drop in total revenue to 173.9 billion JPY for the fiscal year ending March 31, 2025, attributed to poor sales of core women's lingerie [2] - Emerging brands such as Ubras and Bananain are gaining market share by focusing on comfort and innovative sizing solutions, reflecting a significant shift in consumer preferences [2] - The top five lingerie brands during the 2024 Double Eleven shopping festival included Ubras and Bananain, indicating a clear trend away from traditional brands [2] Expert Opinions - Experts suggest that Triumph's withdrawal is due to its inability to keep pace with market changes, particularly in the wireless segment, and its slow online expansion [3] - Factors contributing to the decline of established brands include outdated brand images, lack of product innovation, and high dependency on physical stores [3] - The shift in consumer demand towards comfort and sustainability has created challenges for traditional brands that struggle to respond quickly to market changes [3]