Group 1: Exit Plan and Timeline - Triumph will close all offline counters in mainland China by December 31, 2025, as confirmed by multiple store employees [1] - Some stores have already indicated they will cease operations by the end of this month [1] Group 2: Official Stance - As of November 20, 2025, Triumph's official website in China has not released any public statements, although internal notifications have been sent to some stores [2] - The status of online channels remains unclear, with customer service indicating no relevant information available [2] Group 3: Clearance Progress - Most stores are currently offering regular discounts (5-30%), with some locations like Shanghai Jiu Guang Department Store advertising promotions as low as 30% [3] Group 4: Brand History and Market Position - Triumph entered the Chinese market in 1979 and established factories in 1992, officially entering the retail market in 2008, reaching peak sales of 3.5 billion yuan with over 900 stores [5] - The brand is known for its underwire bras, priced between 200-500 yuan, and is considered a "first bra" brand for many consumers [7] Group 5: Reasons for Exit - The shift in consumer demand towards wireless bras, which are projected to capture 68% of the market share by 2024, has negatively impacted Triumph, which has struggled to change its "underwire specialist" image [7] - Local brands like Ubras and NEIWAI have gained market share with innovative products and strong online sales, while Triumph's online sales account for only 14% [7] - Triumph's market share has plummeted from 5.2% in 2015 to less than 1% in 2024, with a significant drop in sales during the 2023 618 shopping festival due to a product safety issue [8] Group 6: Consumer Reactions and Industry Impact - Consumer sentiment is divided, with nostalgic customers reminiscing about their first bras while practical consumers criticize the brand for high prices and poor fit for Asian body types [9] - Local brands are quickly filling the void left by Triumph, with companies like Victoria's Secret planning to open new stores and others like Bananain and NEIWAI taking over Triumph's former locations [10] Group 7: Summary and Industry Insights - Triumph's exit signifies a shift in the Chinese lingerie market from foreign dominance to local innovation, highlighting failures in product strategy, channel adaptation, and cost competitiveness [11] - Future competition will focus on agile responses to consumer needs, integrated multi-channel strategies, and personalized experiences, indicating ongoing industry reshuffling [12]