In recent years, the sportswear market has exploded, among which yoga clothing products are the most eye-catching, and a number of well-known brands have emerged in related tracks.
For example, lululemon, which is well-known to the public, surpassed Adidas in 2022 to become the world's second largest sports brand with a pair of yoga pants. But the protagonist of today's article is a more niche brand, and although it is not as well-known as lululemon, its ability to attract money overseas is not bad at all.
A number of items have been selected on the Amazon BS list, and it has sold out in the United States
In Europe and the United States, the proportion of consumers with fitness needs is much higher than that in China, so the popularity of related products has always been very high.
After a simple search for the keyword yoga (yoga) on Amazon's US station, it can be found that there are more than 200 related terms whose search popularity is not low, and there is a gradual upward trend in the near future, and the related listing is more than 10w+, which shows that the yoga-related market is not small.
Among them, yoga clothes are the most popular sub-categories, with "yoga clothes" as the keyword searched on Amazon, and there are more than 40,000 listings for sale. The average monthly sales of these products exceed 10,000, and the number of reviews far exceeds that of general categories.
IT'S WORTH NOTING THAT A SIGNIFICANT NUMBER OF THESE SELLERS ARE CHINESE SELLERS, BUT THEY ARE MUCH MORE LOW-KEY THAN MANY TECH COMPANIES, AND THE GYM PEOPLE IS ONE OF THEM.
DATA SHOWS THAT IN RECENT YEARS, THE SELLER WHO OCCUPIES THE FIRST PLACE ON THE BSR LIST OF YOGA CLOTHES ON AMAZON IN THE UNITED STATES IS NOT A WELL-KNOWN BRAND, BUT AN UNKNOWN YOGA WEAR BRAND THE GYM PEOPLE.
It is understood that THE GYM PEOPLE belongs to Jinjiang Baowei Trading Co., Ltd., which was established in December 2017 with a registered capital of 1 million yuan, and its business scope includes wholesale and retail: clothing, shoes and hats, pre-packaged food, baby products, cosmetics and sanitary products, stationery, etc.;
After searching on Amazon, it can be found that many of THE GYM PEOPLE'S PRODUCTS HAVE BEEN SELECTED INTO THE CATEGORY BS LIST, AMONG WHICH THE MOST POPULAR YOGA PANTS HAVE SOLD NEARLY 10,000 ORDERS IN THE PAST MONTH, LEAVING MORE THAN 70,000 REVIEWS. According to data, the monthly sales of this product exceeded 130,000 orders during the peak season last year.
In terms of pricing, compared to well-known brands such as lululemon, THE GYM PEOPLE IS GENERALLY ONLY PRICED AT JUST OVER $20, WHICH IS MUCH MORE AFFORDABLE.
In addition to this yoga pants, THE GYM PEOPLE ALSO HAS A SPORTS BRA THAT ALSO DOMINATES THE TOP FIVE BS LIST OF RELATED CATEGORIES ALL YEAR ROUND, ALTHOUGH THE MONTHLY SALES ARE NOT AS GOOD AS THEIR OWN POPULAR YOGA PANTS, BUT THEY ALSO CRUSH MANY PEER SELLERS.
Unlike many other overseas brands, THE GYM PEOPLE doesn't seem to pay much attention to brand effect, and even hasn't built its own independent station. AFTER GOOGLE THE KEYWORD "THE GYM PEOPLE", THE SEARCH RESULTS SHOWED THAT THE FIRST WAS THE GYM PEOPLE AMAZON STORE, AND THE SECOND WAS A BRITISH SPORTS EQUIPMENT COMPANY.
In addition, THE GYM PEOPLE did not operate accounts on mainstream social media like most overseas brands to increase the brand's exposure overseas.
HOWEVER, IN THE GOOGLE SEARCH RESULTS, YOU CAN SEE SOME ARTICLES PROMOTING THE BRAND'S PRODUCTS, THROUGH WHICH YOU CAN JUMP DIRECTLY TO THE GYM PEOPLE'S AMAZON STORE, WHICH MAY HAVE A HIGHER CONVERSION RATE THAN SOCIAL MEDIA MARKETING.
PREVIOUSLY, FOREIGN MEDIA HAD STATISTICALLY SAID THAT THE GYM PEOPLE WAS SELECTED AS ONE OF THE TOP 5,000 SELLERS ON AMAZON, WITH AN OVERALL RANKING OF AROUND 2,000.
From all indications, it can be seen that THE GYM PEOPLE is indeed a very low-key brand, and it seems that it has made a name for itself in the overseas market only by relying on its strong product strength. However, this method may not be suitable for most sellers, after all, the aroma of wine is also afraid of deep alleys, and it is more likely to be out of the circle with good products and excellent marketing strategies.
The yoga clothing market is still expanding at an accelerated pace, and a number of Chinese sellers have been out of the circle
According to a report released by market research agency Allied Market Research, the global yoga clothing market size was $33.68 billion in 2020 and is expected to reach $70.29 billion by 2030, with a compound annual growth rate of 7.8%.
In this context, a number of Chinese yoga clothing sellers are accelerating their overseas expansion and quickly sweeping Europe and the United States.
Baleaf: Amazon's official data shows that during the Black Friday Network last year, baleaf's sales increased by 110% year-on-year. Among them, a short women's yoga pants by baleaf has accumulated more than 90,000 reviews since it was put on the shelves, and it ranks 10th in the BS list of sub-categories.
According to some data, Baleaf's yoga shorts are the best-selling segment, and the monthly sales of single products in summer can even exceed 40,000 pieces.
In addition to gratifying sales, baleaf also won many awards: Amazon's Most Popular Brand Seller in 2019, the Most Concerned Brand in 2021, the Leading Brand in the Single Product CLOTHING category in 2022, and Amazon's Most Valuable Brand of the Year Award in 2023.
OQQ: OQQ from Hangzhou, Zhejiang, is a global brand with the purpose of "creating a new women's healthy fashion", and is precisely positioned for young women. The brand first went overseas through Amazon to make money, and later became popular on TikTok with its tight one-piece yoga clothes. And the secret of OQQ's success is influencer marketing. According to data from third-party platforms, OQQ has 11,300 associated influencers on TikTok, and more than 3,000 influencers have brought its popular yoga clothes.
It's worth noting that when working with influencers, OQQ deliberately selects bloggers with plump bodies. There is a viral video on Tik Tok, where the blogger boldly tries on top, showing that even if you are obese, OQQ yoga clothes can modify your body shape well.
Halara: In the beginning, Halara took a different path to the sea than many sellers. By vigorously developing independent stations, Halara has avoided the fierce competition of platforms such as Amazon. At the beginning, relying on the "buy two get one free" method, Halara successfully entered the European and American markets as a high-quality replacement for high-end yoga pants brands.
Recently, Halara has started to tap into the potential of the TikTok platform again. According to the data, in February this year, Halara put a one-piece shapewear on the shelves of TikTok's small store in the United States, and its sales have exceeded 7,000 pieces so far, with a total sales of about 240,000 US dollars.
These brand cases show that yoga wear, as a super category, does have the potential to breed multiple big sellers, and with the continuous development of the market scale, there is still the possibility of new sellers successfully out of the circle in the future.
However, this does not mean that novices can easily try this category when entering the game, and if there is no strong supply chain support, this red sea market should still be cautious to enter the pit.