知名品牌将停止运营 旗舰店商品全部下架 网友：好突然

Core Insights - The German lingerie brand, Triumph, announced its withdrawal from the Chinese market, ceasing operations by December 31, 2025, with online and offline channels shutting down starting December 2023 [1][4] - Triumph was once a leading lingerie brand for Chinese women, particularly among the "post-80s" and "post-90s" generations, and its exit has surprised many consumers [6] Company Overview - Triumph, founded in 1886, entered the Chinese market in August 2008 and was one of the first foreign brands to introduce underwire bras [8] - The brand's products are positioned in the mid-to-high price range, with basic bras priced between 200 to 500 yuan, and some premium styles reaching up to 800 yuan [8] Market Dynamics - The Chinese lingerie market has undergone significant changes over the past decade, shifting from underwire bras to a preference for wire-free, comfortable options [9] - According to Euromonitor International, the market share of wire-free bras in China is projected to reach 68% by 2024, a 42 percentage point increase since 2018 [10] - The current landscape of the women's lingerie market is competitive and fragmented, with Triumph holding less than 1% market share [10] Strategic Misalignment - Triumph's focus on underwire bras and delayed adaptation to market trends, including a slow online presence and higher pricing compared to local brands, contributed to its decision to exit the market [11] - The brand's late introduction of comfort-focused products was deemed insufficient to compete effectively in the evolving market [11]