拥有130余年历史的德国内衣品牌黛安芬宣布将于2025年12月31日关闭中国内地全部线下门店，包括天猫、京东、拼多多、抖音、唯品会 在内的线上商店也将在12月5日前全部关闭。截至发稿，其天猫旗舰店所有商品已下架，店铺粉丝数为240万+。此次大规模撤店，被业内 普遍视为品牌战略性收缩的信号，原因与市场格局的剧烈变化相关。目前内衣市场竞争激烈，消费者需求向舒适化和功能化迭代，无钢圈 内衣、超薄内衣、运动内衣等品类走红，而黛安芬未能及时适应这一趋势。 近十年来，中国内衣市场经历了翻天覆地的变化。随着健康理念广泛传播，以及消费观念的持续升级迭代，内衣市场的主流趋势悄然发生转变，从曾 经追求"钢圈塑形"的刻板审美，逐步迈向"无钢圈舒适化"的普遍认同。中纺联权威数据显示，2024年中国内衣市场规模已达2237亿元，本土品牌CR5 （行业集中率）首次超越外资品牌，彰显本土品牌崛起之势。欧睿咨询数据进一步表明，2024年中国无钢圈内衣市场占比已攀升至68%，相较于2018 年，这一数字增长了42个百分点，足见其发展之迅猛。 以Ubras、内外、蕉内为代表的本土品牌，凭借"无钢圈、零束缚"的理念迅速崭露头角。同时，超薄内衣、运 ...

中国商报（记者 于佳鑫）率先将"钢圈内衣"引入中国的德国内衣品牌黛安芬（Triumph），或将暂别中国内地线下市场。 曾是不少女性钢圈内衣首选的黛安芬，近日传出将于今年12月31日前在中国内地全面撤柜的消息。 这一消息引发不少消费者关注。11月20日，中国商报记者致电上海、杭州、广州等多家黛安芬门店，其中有多名店员向记者表示撤店情况属实，但不方便透 露撤店原因。不过，也有一名黛安芬广州某奥莱门店的工作人员对记者表示，暂未收到撤店相关信息。 记者在社交媒体看到，11月20日，一个用户名为"广百中怡八楼黛安芬"的账号发布内容称"黛安芬公司将退出中国市场，12月结束营业。" 近日，有消息称，黛安芬将于今年年底全面撤出中国内地线下市场。目前，已有上海、广州等地的多名门店工作人员向记者证实了该消息。但对于线上渠道 是否将继续运营，黛安芬客服表示，仍需等待官方具体通知。 年底前或将全面撤柜 黛安芬门店账号显示公司将退出中国市场。（图片截自社交媒体平台） 在线上业务方面，黛安芬天猫旗舰店客服对记者表示，对实体店的情况不了解，天猫旗舰店"暂时没有具体时间通知"。抖音官方旗舰店AI智能客服称："当 前店铺正常运营中，"官方小程 ...

知名战略定位专家、福建华策品牌定位咨询创始人詹军豪接受北京商报记者采访时表示，黛安芬此番的 撤退，是没能跟上内衣市场的变革节奏。黛安芬长期主打钢圈内衣，虽补推舒适系列，但难改消费者心 中的固化印象，错失无钢圈主流赛道。且其线上布局迟缓，单价还比本土品牌高30%，版型也不符合中 国女性体型，种种因素之下，只能选择退场。 要客研究院院长周婷表示，老牌内衣品牌走下坡路，是由内因和外因共同造成的，老品牌自身普遍存在 品牌形象老化、产品创新乏力门店依赖度过高、客群定位模糊等问题。外部则主要来源于消费需求变化 以及市场竞争，舒适安全环保已经代替塑形搭配审美成为内衣行业新趋势，但老品牌一般无法对市场变 化做出快速反应。 老牌内衣品牌集体发展不佳，和消费者对于内衣不同需求以及更注重自我感受等变化趋势有着直接的关 系。在社交平台，有不少消费者认为黛安芬穿着不舒适，码数不合身，难穿又贵。根据黛安芬旗舰店信 息，大部分文胸产品的单价在200-300元之间，少部分产品单价高达600元左右。虽然黛安芬在近几年尝 试推出了无钢圈舒适型内衣，但钢圈内衣依然是该品牌的主要产品。 事实上，黛安芬的撤退收缩并不是个例。此前，日本内衣品牌华歌尔集 ...

Core Viewpoint - The mid-to-high-end lingerie brand, Triumph, is set to withdraw from the mainland China market by December 31, 2025, as consumer preferences shift away from traditional underwire bras towards more comfortable, wire-free, and sports-oriented lingerie options [1][5][10] Company Summary - Triumph, a well-known lingerie brand from Germany, was one of the first foreign brands to enter the Chinese market, establishing a local production system in the early 1990s [5] - At its peak, Triumph operated over a thousand stores in mainland China, becoming a significant player in the lingerie market [5] - The brand's long-standing focus on underwire bras has led to a failure to adapt to changing consumer demands for comfort and functionality, resulting in its decision to exit the market [5][10] Industry Summary - The lingerie market is experiencing a transformation, with emerging brands focusing on comfort and functionality gaining popularity over traditional brands like Triumph [8][9] - New brands such as ubras and NEIWAI have successfully captured market share by offering wire-free products and innovative designs that resonate with younger consumers [9][10] - Established brands are facing declining sales and profitability, with companies like Wacoal and Aimer reporting significant revenue drops [6][7] - The shift in consumer preferences from "beauty for others" to "comfort for oneself" has created challenges for traditional brands that have not kept pace with market changes [10]

Core Insights - The report highlights a significant shift in the women's lingerie industry from "pleasing others" to "self-pleasing," indicating a deeper transformation in consumer preferences towards comfort and personal satisfaction [1][9]. Global Market Overview - The global lingerie market is projected to reach $126 billion by 2024, with women's lingerie accounting for over 70% of the market at approximately $89.3 billion, while men's lingerie is expected to reach $36.7 billion [2]. - The average annual compound growth rate (CAGR) for the global lingerie industry over the past decade has been around 1%, with future growth expected to remain stable [2]. - Regional disparities are notable, with China's lingerie market projected to reach ¥250.7 billion (approximately $34.8 billion) in 2024, growing at a CAGR of 2% over the past decade, while the U.S. market is expected to reach $23.5 billion with a 4% growth rate [2][3]. Chinese Market Dynamics - The evolution of the Chinese lingerie market reflects a transition from a focus on functionality in the 1970s to a more diversified and brand-oriented market in the 1990s, culminating in a multi-faceted landscape post-2010 driven by e-commerce [3][4]. - Traditional brands like Urban Beauty are undergoing revitalization, with a focus on product specialization and channel optimization, while new entrants leverage online platforms for rapid growth [4][5]. Traditional Brands - Urban Beauty, established in 1998, has seen a revenue recovery to ¥3.01 billion in 2024 after a strategic overhaul focusing on product and channel optimization, including a significant increase in e-commerce sales [4]. - Aimer Holdings has adopted a multi-brand strategy, expanding its product range and international presence, achieving revenues of ¥3.163 billion in 2024 [4]. Emerging Brands - Ubras, founded in 2016, has rapidly gained market share by offering "size-free" lingerie that simplifies consumer choices, achieving sales of ¥3.5 billion in 2024 [5]. - Ubras' marketing strategy includes collaborations with influencers and leveraging live-streaming sales, resulting in significant online sales growth [5]. Consumer Trends - The Chinese lingerie market is witnessing a trend towards segmentation, with younger consumers driving demand for specialized products such as sports bras and nursing bras [6]. - There is a growing integration of online and offline channels, with traditional brands enhancing their e-commerce presence while new brands recognize the importance of physical retail experiences [6]. Lessons from Overseas Leaders - The history of Victoria's Secret illustrates the importance of adapting to changing consumer preferences, as the brand has shifted from a focus on "sexy" marketing to a broader product range including sports and loungewear [7][8]. - Wacoal's success is attributed to its multi-brand strategy and robust global expansion, demonstrating resilience in the lingerie market [8]. Future Outlook - The lingerie industry is expected to continue evolving towards comfort and segmentation, with both traditional and emerging brands needing to balance product innovation and effective marketing strategies to meet consumer demands [9].