关闭线上渠道 艾格退场

Core Viewpoint - The closure of Etam's online flagship store on Tmall and other platforms signals potential withdrawal from the Chinese market, raising concerns about the brand's future in a competitive landscape [1][2]. Company Summary - Etam, a French apparel brand, has been in the Chinese market for over 30 years, establishing its first store in Shanghai in 1995 and reaching a peak of 723 stores with annual sales exceeding 900 million yuan [2]. - The brand has faced declining performance due to increased competition from both foreign and domestic brands, leading to frequent reports of losses and store closures [2]. - In 2017, Etam delisted from the Paris stock exchange and sold its ready-to-wear business in China, retaining only its lingerie segment [2]. - The company has made limited moves in the lingerie market since then, with no new physical stores established despite previous announcements [2]. Industry Summary - The lingerie industry is experiencing intensified competition, with brands like Dianfin also closing all physical stores [3]. - New emerging brands focusing on comfort and functionality, such as ubras and NEIWAI, have gained popularity and market share, posing challenges to established brands like Etam [3]. - Research indicates that traditional lingerie companies struggle with outdated brand images, lack of product innovation, and unclear target demographics, making it difficult to adapt to changing consumer demands [3].