知名服装品牌天猫、抖音、小红书店铺停运，或将彻底退出中国市场

Core Viewpoint - The French fashion brand Etam has announced the closure of its Tmall flagship store effective November 30, 2025, indicating a significant business adjustment and potential exit from the Chinese market after 31 years of operation [1][5]. Group 1: Company Operations - Etam's Tmall flagship store and other online platforms like Xiaohongshu and Douyin will cease operations, with customer service available until December 15, 2025 [1][4]. - The brand has a history of business restructuring, having sold its ready-to-wear lines in China back in 2018, retaining only its lingerie business [5][6]. - The closure follows a period of inventory clearance in October 2025, during which customers reported issues such as incorrect shipments and slow customer service responses [5]. Group 2: Market Context - Etam entered the Chinese market in 1994 and quickly expanded to 723 stores within two years, achieving annual sales exceeding 900 million yuan [5]. - By June 2014, Etam had 4,246 stores globally, with 3,083 located in China, but the brand's performance in the Chinese market has declined significantly since then [6]. - The lingerie market in China is becoming increasingly competitive, with new brands like Ubras and NEIWAI gaining popularity by focusing on comfort and innovative designs, contrasting with traditional brands like Etam and the German brand Triumph, which also plans to exit the market by December 31, 2025 [6].