Core Viewpoint - Etam, a European fashion brand, is set to cease operations in China after over 30 years in the market, with its Tmall flagship store closing on November 30 due to business adjustments [1][3]. Group 1: Company Operations - The Tmall flagship store will stop operations, but orders placed before the closure will still be delivered as planned [1]. - Customers who won prizes in the Double Eleven membership challenge must redeem their rewards by December 8, after which the warehouse will stop shipping [1]. - As of December 3, the store only has a limited selection of lingerie products available for prize redemption and no new products are being supplied [1]. Group 2: Market Presence and Historical Context - Etam entered the Chinese market in 1994 and established a significant presence, opening 723 stores within two years and achieving annual sales exceeding 900 million yuan [7]. - By June 2014, Etam had 3,083 stores in China, contributing to a total of 4,246 stores globally [7]. - The brand's performance in China has declined over the years, with store closures and losses becoming common, leading to the current situation where its online store is the last remaining operation in the country [7]. Group 3: Industry Trends - Etam's exit is part of a broader trend of European fashion brands leaving the Chinese market, with other brands like the German lingerie brand Triumph also announcing their exit [8]. - The Chinese lingerie market has seen a rise in new brands such as Ubras and NEIWAI, which cater to consumer preferences for comfort and innovative designs, leading to increased competition [10]. - According to Northeast Securities, the global women's lingerie industry is entering a "comfortable and diverse period," with various subcategories like sports bras and plus-size lingerie becoming independent segments [10].

记者丨易佳颖 编辑丨高梦阳 日前，法国服饰品牌Etam艾格发布消息，宣布Etam天猫官方旗舰店于11月30日停止运营。12月2日，21 世纪经济报道记者已在天猫平台查无此店。据其工作人员透露，小红书、抖音店铺也同步关闭。 图源：Etam小红书官方账号 在公告中，艾格表示，是因公司业务调整。实际上，早在2018年，艾格已将中国市场的成衣业务Etam Weekend、ES和E&JOY出售给香港某投资机构，仅保留内衣业务。2020年，其中国市场门店数量已经 为0，此次关闭的线上店正是内衣店，这也意味着，进入中国市场31年的艾格，或将彻底退出。 记者注意到，在闭店之前，艾格在10月就开始了闭店清仓，倾销库存。但不少消费者在评论区表示，出 现了漏发、错发等各种问题，售后也处理得很不及时。亦有消费者在社交媒体平台晒出当年购买的衣 服，回忆道，"艾格是80后女生的青春回忆。" 1994年，法国品牌艾格首次进入中国市场，并在上海开设了第一家专卖店。据此前媒体报道，艾格产品 设计和生产均在中国进行，以更好地贴近中国消费者的需求，其通过加盟的方式，仅用两年时间便在中 国市场上开设了723家店，年销售额超过9亿元。 根据官方公布的 ...

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].

Group 1 - French fashion brand Etam announced the closure of its Tmall flagship store on November 30, indicating a potential complete exit from the Chinese market after 31 years of operation [1] - The brand had previously sold its ready-to-wear business in China in 2018, retaining only its lingerie segment, and by 2020, it had no physical stores left in the country [1] - Prior to the closure, Etam began a clearance sale in October, but faced customer complaints regarding order fulfillment and after-sales service [1] Group 2 - As of June 30, 2014, Etam had 4,246 stores globally, with 3,083 located in China, but its performance in the Chinese market has declined significantly since then [2] - The lingerie market in China is becoming increasingly competitive, with new brands like Ubras and NEIWAI gaining popularity due to their focus on comfort and innovative designs [2] - A report from Northeast Securities highlights that the global women's lingerie industry is entering a "comfortable and diversified" phase, with various subcategories emerging as independent segments, particularly in the Chinese market [2]

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]

Core Viewpoint - The German lingerie brand, Triumph, known as "the first lingerie for Chinese women," announced its withdrawal from the Chinese market, ceasing operations by December 31, 2025, with online and offline channels shutting down starting December 2023 [1][5]. Company Summary - Triumph has been operating in China since August 2008 and was one of the first foreign brands to introduce "underwire bras" to the market [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]. - Despite its historical significance, Triumph's market share in China has dwindled to less than 1% due to intense competition and changing consumer preferences [8][9]. Industry Summary - The Chinese lingerie market has undergone significant transformation over the past decade, shifting from "underwire shaping" to "wire-free comfort" as health awareness and consumer attitudes evolve [8]. - By 2024, the market share of wire-free bras is projected to reach 68%, a 42 percentage point increase since 2018 [8]. - The current landscape features a diverse range of products, including sports bras, seamless bras, and plus-size options, indicating a trend towards a "comfortable and diverse" phase in the global women's lingerie industry [8]. - Local brands like ubras and NEIWAI have rapidly gained popularity by focusing on "wire-free and zero constriction" designs, further challenging Triumph's market position [8][9].

Core Viewpoint - The German lingerie brand, Triumph, known as "the first lingerie for Chinese women," 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]. Group 1: Company Overview - Triumph was established in 1886 in Germany and entered the Chinese market in August 2008, being one of the first foreign brands to introduce "underwire bras" to China [8]. - The brand's products are positioned in the mid-to-high-end market, with basic bras priced between 200 to 500 yuan, and some premium styles reaching up to 800 yuan [8]. Group 2: Market Dynamics - The Chinese lingerie market has undergone significant changes over the past decade, shifting from "underwire shaping" to "wire-free comfort" as health awareness and consumer preferences evolve [8]. - Local brands like ubras and NEIWAI have rapidly gained popularity by focusing on "wire-free, zero constriction" products, capturing a significant market share [8]. - According to Euromonitor, the market share of wire-free bras in China is projected to reach 68% by 2024, an increase of 42 percentage points since 2018 [8]. Group 3: Competitive Landscape - The global women's lingerie industry is entering a "comfortable and diverse period," with segments like sports bras, seamless bras, and plus-size bras emerging as independent categories [8]. - The competitive landscape in China's women's lingerie market is intense and fragmented, with Triumph holding less than 1% market share [8]. - Experts suggest that Triumph's withdrawal is due to its inability to keep pace with market changes, slow online expansion, higher prices compared to local brands, and product designs that do not fit the body types of Chinese women [9].

Group 1 - Triumph Group has announced its strategic withdrawal from the mainland China market, effective December 31, 2025 [2] - Several stores in Shanghai, Hangzhou, and Guangzhou have confirmed the closure, although reasons for the withdrawal remain undisclosed [3] - Triumph was founded in 1886 in Germany and has established a significant presence in China since entering the retail market in 2008 [4] Group 2 - Triumph's associated company in China, Yancheng International Women's Fashion Co., Ltd., was established in December 1992 with a registered capital of 15 million USD, focusing on various clothing products [4] - The brand positions itself in the mid-to-high-end market, with basic lingerie priced between 200 to 500 CNY, and some premium items reaching up to 800 CNY [4] - The traditional underwire lingerie market is declining, with a shift towards comfort-oriented products such as sports bras and seamless lingerie, particularly in China [6] Group 3 - The competitive landscape in China's women's lingerie market is fragmented, with the top five brands holding only 6.2% market concentration, and Triumph's market share being less than 1% [6]

Core Viewpoint - Triumph Group has announced its strategic withdrawal from the mainland China market, effective December 31, 2025, marking the end of its operations in the region after nearly three decades of presence [1][3]. Company Summary - Triumph has been a significant player in the Chinese lingerie market since its entry in 2008, with a history dating back to its founding in Germany in 1886 [5]. - The company established production facilities in China as early as 1992, with a registered capital of 15 million USD [5]. - Triumph's product pricing positions it in the mid-to-high-end segment, with basic lingerie priced between 200 to 500 CNY, and some premium items reaching up to 800 CNY [5]. Industry Summary - The lingerie market in China has evolved, with a shift from traditional undergarments to a focus on comfort and diversity, including categories like sports bras, seamless lingerie, and plus-size options [7]. - The competitive landscape in the Chinese women's lingerie market is fragmented, with the top five brands holding only 6.2% market concentration, and Triumph's market share being less than 1% [7].

Core Viewpoint - Triumph Group announced the cessation of operations in mainland China effective December 31, 2025, with both online and offline channels gradually shutting down starting December 2025 [3][5]. Company Operations - The official notice states that the Triumph WeChat mini-program will stop after-sales service by December 10, 2025, and various online platforms will cease after-sales service by December 5, 2025 [7]. - Offline stores will gradually close, with the latest operation ending by December 31, 2025 [7]. Market Position - Triumph, founded in 1886 in Germany, has been a significant player in the lingerie market, entering the Chinese retail market in 2008 [8]. - The brand has a mid-to-high-end positioning, with basic lingerie priced between 200 to 500 yuan, and some premium styles reaching up to 800 yuan [8]. Industry Trends - The traditional dominance of underwire bras is declining, with the market shifting towards comfort and diversity, including sports bras, seamless bras, and plus-size options [11]. - The competitive landscape in the Chinese women's lingerie market is fragmented, with the top five brands holding only 6.2% market concentration, and Triumph's market share being less than 1% [11].