Core Viewpoint - Triumph Group, a well-known German lingerie brand, announced its strategic withdrawal from the Chinese mainland market, effective December 31, 2025, due to significant market changes and competition from local brands [1][4]. Company Summary - Triumph Group has been operating in the Chinese market since 2008, being one of the first foreign brands to introduce underwire bras [4]. - The company has struggled to adapt to the evolving consumer preferences in China, where demand has shifted from "shaping" to "comfort" [4]. - Despite launching a comfort line, Triumph's core product line has remained focused on underwire bras, which has hindered its ability to capture the growing market for wireless bras [4]. Industry Summary - The Chinese lingerie market has undergone significant transformation, with the wireless bra segment expected to account for 68% of the market by 2024, a 42 percentage point increase since 2018 [4]. - The overall market size is projected to reach 223.7 billion yuan in 2024, growing at 8.3% year-on-year, but market share is increasingly concentrated among local brands [4]. - International lingerie brands, including Triumph, have seen their market share decline to less than 1% by 2024 due to lagging in channel adaptation, pricing strategies, and localized design [4][5].

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][3]. 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 focusing on 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 a notable rise in the preference for wireless bras [4]. - By 2024, the market share of wireless bras in China is projected to reach 68%, a 42 percentage point increase since 2018, while Triumph's core product line has remained focused on wired bras [4]. Competitive Landscape - Local brands like ubras and NEIWAI have rapidly gained market share by emphasizing "wireless and zero constriction" products, with ubras achieving annual sales exceeding 2 billion yuan within five years [4]. - The overall market size for lingerie in China is expected to reach 223.7 billion yuan in 2024, growing by 8.3% year-on-year, with local brands capturing nearly 30% of the mid-to-high-end market [4]. Challenges Faced by Triumph - Triumph has struggled with channel adaptation, slow online presence, and pricing strategies that are generally 30% higher than local brands, leading to a market share decline to below 1% by 2024 [4]. - The brand's inability to fully adapt its designs to fit the body types of Chinese women has further hindered its competitiveness in the evolving market [4]. Industry Trends - The exit of Triumph reflects a broader trend where several international lingerie brands have withdrawn from the Chinese market due to failure to adapt to changing consumer preferences and competitive dynamics [6]. - The rise of local brands and the diversification of the market are providing consumers with more choices, emphasizing innovation and user experience as key competitive factors in the lingerie industry [6].

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 historical significance in the lingerie sector [4][10]. Company Overview - Triumph, founded in 1886 in Germany, is one of the largest lingerie manufacturers globally, with annual sales of $1.6 billion and over 200 million lingerie items produced each year [8]. - The brand entered the Chinese market in 1979, initially focusing on processing operations, and later established local production companies in 1992 [8]. - Triumph introduced the concept of "underwire bras" to China and became a prominent player in the mid-to-high-end lingerie market, especially known for its supportive underwire products [8]. Market Dynamics - The exit of Triumph reflects significant changes in the Chinese lingerie market over the past decade, with consumer preferences shifting from "shaping" to "comfort" [10]. - Data from Euromonitor indicates that by 2024, the market share of wireless bras in China will reach 68%, a 42 percentage point increase since 2018 [10][11]. - Local brands like ubras and NEIWAI have rapidly gained market share by focusing on comfort and leveraging online sales channels, with ubras achieving annual sales exceeding 2 billion yuan in just five years [11]. - The overall market size for lingerie in China is projected to reach 223.7 billion yuan in 2024, growing at 8.3% year-on-year, with local brands capturing nearly 30% of the mid-to-high-end market [11]. Competitive Landscape - Triumph's market share has declined from 5.2% in 2015 to less than 1% in 2024 due to slow adaptation to local market needs, including online presence and pricing strategies [11]. - The brand's pricing, typically between 200-500 yuan, is about 30% higher than the average price of local brands, which has further hindered its competitiveness [11]. - The exit of Triumph is part of a broader trend where several international lingerie brands have struggled to adapt to the evolving Chinese market, leading to a reshaping of the competitive landscape [12].