With monthly sales exceeding 40,000, this brand is on fire!

In the best-selling list of yoga products on Amazon, a sports brand from China has always topped the list. With its affordable prices and outstanding sales, this brand called BALEAF has successfully caught the attention of European and American consumers and received new financing worth hundreds of millions of yuan this year. When the fitness trend swept the world, it was not only the clothing that was popular, but also the small and light fitness equipment, which was sold out with 250,000 orders in one year.

BALEAF has been on the top of Amazon BSR for many years.

It is understood that BALEAF is affiliated to Xiamen Junyi Supply Chain Co., Ltd. Since its establishment in 2014, it has focused on sportswear and accessories, covering multiple categories such as yoga, running, outdoor, swimming, cycling, golf & tennis, and work and leisure . The price of its products is mostly between 30 and 50 US dollars. It also has its own brands including MOOHARA, BETTICOO, and SPEXIAL. Its products are mainly sold to North America, Europe, Japan, and South Korea through Amazon, AliExpress, Ebay, Walmart, and its own platform .

On the Amazon platform, BALEAF's yoga shorts have always ranked first in its market segment, with monthly sales exceeding 40,000 in the summer, and in the winter it maintains its top sales position through price reduction strategies. Currently, many products of the brand are on the Amazon bestseller list, with more than 10,000 consumer reviews, and many consumers say that the products are comfortable and breathable, very suitable, and often have surprising small features such as hidden pockets.

In addition, BALEAF has achieved remarkable results on its independent website. Its men's yoga wear and sportswear are sold well in many foreign regions. Among them, the brand's sales in the United States account for more than 88%, and its category ranking is around 1000. SimilarWeb data shows that when the website traffic is high, it soars to 203K.

At the beginning of this year, the company also completed a financing of 100 million yuan . For Junyi, one of the reasons for obtaining such a large amount of financing is that the industry has ushered in a bonus period. Relevant data shows that the sales volume of the global sportswear market last year was 193 billion US dollars, and it is expected to grow in the future. By 2028, the market size of sportswear may reach 267.5 billion US dollars.

In addition to being in a period of dividends, it also has strong strength. It is understood that in the early days of its establishment in 2009, BALEAF was a factory that mainly engaged in foreign trade wholesale and B2B business; in 2014, it transformed into B2C and began to enter Amazon and build an independent website ; since 2015, it has been committed to DTC and social media layout , and has now become a well-known brand in the industry.

Under such circumstances, BALEAF's overseas strategy has also attracted much attention. As a company transformed from a factory, BALEAF has mature supply chain support and industry resources, and mainly adopts the OBM model of "independent research and development + outsourcing production". Since 2018, Junyi has invested a lot of resources to build its own digital system to empower the supply chain, and has helped a large number of suppliers grow from small workshops to companies with annual revenues of millions or tens of millions.

In terms of independent research and development, it has opened up the entire link from front-end to back-end through its own developed IT platform , and established the Junyi Research and Study Center to build a complete talent training system.

At the same time, the company is also adjusting and upgrading its product strategy to meet market demand. In terms of marketing, it has insight into traffic trends. In addition to traditional keyword optimization, it also conducts brand marketing through advertising on social media such as Instagram and Facebook, cooperation with influencers, and UGC.

The fitness market is hot, with big sellers selling 250,000 units a year

As the fitness trend sweeps the world, not only are some clothing brands reaping great rewards, but some big sellers of fitness-related products have also delivered satisfactory results, with sales increasing significantly in the past two years.

One of the cross-border listed companies , Chuangyuan Holdings, has a subsidiary called American Ruitifi , which mainly sells fitness products such as dumbbell benches, trampolines, gantry racks, etc. through Amazon and its own website. In 2021, the company's revenue was 1.383 billion yuan, and the number of orders for sports and fitness products exceeded 250,000 , a year-on-year increase of 22.66%.

The fitness giant , which has an annual revenue of over 3.5 billion yuan, mainly sells dumbbells, yoga mats, exercise bikes, treadmills and other categories, which are sold to North America, Europe and other regions. In 2021, the company's revenue was 3.52 billion yuan and its net profit reached 442 million yuan. Among them, the best-selling product was the exercise bike, with sales of 1.3 million units that year.

Another big seller, Kangliyuan, has seven major product series, including treadmills, exercise bikes, strength trainers, free weight trainers, outdoor paths, and group activity equipment. Its overseas revenue in 2021 was 570 million yuan, accounting for 81.60% of its total revenue. It is currently focusing on developing the North American online market and deploying various Amazon sites.

As far as the above sellers are concerned, the performance of most companies that have been deeply involved in the export of fitness equipment is on the rise, but there are also some drawbacks. Most of these companies are mainly engaged in OEM, and their own brands are still in the development stage . The transformation of future businesses is a major challenge. In addition, with the rise of emerging technologies such as artificial intelligence, AR, and VR, fitness is becoming more intelligent. There is no doubt that the dual layout of branding and intelligence can help sellers win in the overseas market.

Compared with China, fitness sports abroad are more popular and the market system is relatively mature. Camping, cycling, yoga and other sports have become a daily routine for most consumers. According to Ipsos research , about 79% of consumers around the world have purchased fitness products . The Dutch spend an average of about 13 hours per week on sports , while Americans spend an average of about 6.3 hours per week.

The editor learned that currently in Europe and the United States, treadmills, exercise bikes, rowing machines, elliptical machines, dumbbells, etc. are all hot-selling fitness equipment. However, for small and medium-sized sellers, it is difficult to layout on large-volume fitness equipment. They can choose some small, light and relatively cheap products, such as sports water cups, yoga mats, skipping ropes, sports watches and other related small accessories.

According to Google Trends, the demand for construction equipment among American consumers is still on the rise, with searches for weighted hula hoops, yoga balls and resistance bands all increasing, with the highest increase being 590%.

Since the demand for fitness equipment from European and American consumers mainly relies on imports, and China has become the world's largest exporter of fitness equipment by relying on its supply chain and cost advantages, there are undoubtedly huge business opportunities for sellers. According to statistics from the General Administration of Customs of China, from 2017 to 2021, the total value of China's fitness equipment exports had an annual compound growth rate of 32.88%, showing a trend of sustained growth.

Sellers who want to delve deeper into sports and fitness related products can segment market demand, delve deeper into the vertical track, and promptly develop products that meet fitness needs. They can also improve product competitiveness through innovation. At the same time, they should pay attention to brand building, shape the brand image, and promote successful overseas expansion.

fitness

clothing

Amazon