2025年12月31日，德国内衣品牌黛安芬（Triumph）在中国市场30余年的生意，彻底宣告终结。 图源：黛安芬 作为最早将"钢圈内衣"引入中国市场的外资品牌之一，黛安芬巅峰时期曾开出上千家门店，一度占据内衣市场相当的份额。 「钢圈内衣」也以「聚拢」工艺凸显女性曲线的定位，奠定了早期内衣行业的审美范式，并成为80、90 年代中国女性的内衣启蒙。 图源：淘宝 彼时，「挺聚」的胸型符合大多数女性对性感的标准想象 —— 仿佛只要把胸部挤进钢圈，就能离理想身材更近一点。即便硬钢圈可能勒出红印，厚海绵 会闷汗，化纤会不透气，"只要看起来好看，忍一忍也行"。 但如今，新生代女性的穿衣浪潮正在更迭。 钢圈因弹力有限，逐渐暴露出空杯、跑位等剪裁问题，其压迫感也让年轻女孩们不愿再为「束缚的性感」买单，开始偏爱舒适轻薄、贴身透气、能自在跑 跳的内衣。 「性感」的内涵，也从外在「悦他」转向内在「悦己」。 于是，NEIWAI 内外、ubras、蕉内等新锐本土品牌崛起，它们以高弹锦纶、莫代尔、天丝等轻弹面料，取代传统钢圈的厚垫结构，并针对不同的胸型和身 材优化剪裁，再以"舒适悦己"的叙事，满足了年轻女性消费层面的情绪价值。 图源：N ...

11月21日，一纸来自黛安芬中国子公司的停止运营公告，为曾经的德国内衣巨头，也为曾经的钢圈内衣时代划下了一个充满仓促感的休止符。 女性消费者对内衣的需求认知已不同于十年前，以专业导购+身体塑形的传统内衣模式正式走向终结。 与其退场同步发生的，是中国内衣整体市场的萎缩。 据第三方数据显示，2025年1-11月，线上电商平台内衣市场规模突破200亿元，但同比增长仅为2.6%。 关于Triumph 集团从中国大陆市场战略撤离的告知函 来源：网络 2015-2016年是黛安芬的巅峰时期，年销售额曾达到35亿元，线下门店数量超900家，却也难逃退场的命运。 黛安芬的线上售后渠道在12月上旬全面关闭，线下门店也已进入了离场倒计时。 黛安芬的离场绝非孤例，但它无疑是一个极具象征意义的标志。 近乎停滞的增速，也侧面说明内衣市场已进入存量时代，不再有结构性增长红利。 内衣市场真正的变化在于，消费者需求从有钢圈走向无尺码，而当无尺码已成为行业标配，市场并未迎来新的增长曲线，反而陷入"内卷式"洗牌。 品牌只能在同质化的红海中，争夺几乎不再扩大的蛋糕。 钢圈不再是主流，传统内衣模式退潮 要理解黛安芬们的衰败，必须首先回溯它们赖以成功 ...

Core Viewpoint - Triumph Group, the parent company of the well-known lingerie brand Triumph, announced its decision to cease operations in mainland China by December 31, 2025, due to an inability to adapt to changing consumer demands and competitive dynamics in the market [2][4][5]. Company Summary - Triumph, founded in 1886, was one of the first foreign brands to introduce underwire bras to the Chinese market and had established over a thousand stores at its peak [4][5]. - The brand has begun closing its physical stores, with some locations already offering clearance sales and discounts ranging from 4.5% to 8.5% off [3][4]. - Online sales channels will also be phased out, with the last day for after-sales service on various platforms set for December 5, 2025 [2][3]. Industry Summary - The lingerie market in China has shifted from a focus on underwire bras to a preference for comfort, with over 70% of the market now favoring wireless bras [4][5]. - New emerging brands that emphasize comfort, such as Ubras and Neiwai, have gained significant market traction, often outperforming traditional brands like Triumph in online sales [6][7]. - The competitive landscape is characterized by a fragmented market, with Triumph holding less than 1% market share, while local brands are rapidly gaining ground [5][9]. - Traditional brands are facing challenges due to slow product innovation and reliance on outdated sales channels, while new brands leverage online marketing and innovative product designs to attract younger consumers [6][8][9].

Core Insights - The German lingerie brand Triumph, known for introducing underwire bras to the Chinese market, is set to exit mainland China after over 40 years of operation, with its last stores expected to close by December 20, 2023 [1][3] - The brand's decline is attributed to a significant market shift towards wireless bras, which now account for 68% of the online lingerie market in China, reflecting a broader trend in consumer preferences for comfort over shaping [2][4] Company Overview - Triumph entered the Chinese market in 1979, becoming one of the first international lingerie brands to establish a presence post-reform [3] - The brand peaked between 2015 and 2016, achieving annual sales of 3.5 billion yuan and operating over 900 stores, capturing a market share of 5.2% [3] - Despite attempts to adapt by launching wireless products post-2020, Triumph's market share has dwindled to less than 1% as of Q3 2024 [3] Industry Trends - The Chinese wireless lingerie market has seen explosive growth, with a market size reaching 152.1 billion yuan in 2024, a threefold increase from 38 billion yuan in 2018 [4] - Local brands such as Ubras and Jiao Nai have emerged as market leaders, dominating sales on platforms like Tmall, where they occupy the top two spots in the lingerie category [4] - The industry is evolving towards diversification and technological innovation, with new product categories like sports and sleepwear gaining traction, and the integration of advanced materials enhancing product value [4]

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, 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 - 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].