Seize the niche market! Another Chinese brand successfully enters overseas

Seizing the niche market! This seed player successfully entered overseas markets

Seize the niche market! Another Chinese brand successfully enters overseas

Another player joins the overseas apparel market.

With the development of social economy and the impact of consumption upgrading, men's consumption awareness has also begun to rise. "Buy, buy, buy" is no longer exclusive to women, and men's consumption is becoming a hot spot. In the overseas market, there are also many men's clothing brands that are seizing the market. OMG, as a sports brand focusing on men's fitness clothing, is no exception. It has successfully established multiple independent websites and has achieved some success.

OMG expands overseas with multiple independent websites

At present, sportswear brands on the market are mainly based on the needs of female users, accounting for 60% of the market share, but this has also exacerbated the fierce competition in the women's clothing market. Under this situation, the neglected men's sportswear market is actually a gap. OMG came into being when the male consumers of Generation Z are increasingly in need of sportswear products that are both good-looking and functional .

As a new domestic sports fashion brand focusing on aesthetics , OMG was founded in 2017. The original intention of the brand design was to target the male customers of Generation Z who have greater demands for fashion design and sports aesthetics , and to provide them with clothing that can be used for fitness and meet daily fashion needs. It breaks the inherent impression of traditional sportswear while combining fashion and functionality.

Currently, OMG has two major product lines. Among them, fitness and sportswear provides highly professional products , such as sports shorts, yoga pants, sports vests and quick-drying clothes, etc.; daily clothing mainly focuses on leisure , such as fashion sweatshirts, short-sleeved tops, sports trousers, sports suits and T-shirts, etc. In addition, OMG has also launched the PRO+ advanced series of products, which is an upgrade based on the original sports functional line, serving consumers who have higher requirements for sports functionality and quality.

It is understood that OMG's current sales network has covered 36 countries, with independent sites in the United States, Japan, Australia, New Zealand and other places. Different return and exchange policies, logistics timeliness and payment accounts are set according to different sites. The site's web page layout, main pictures, models and hot-selling products are all different.

Compared with similar brands, OMG's SKUs are more abundant, with nearly 500 SKUs at present . In terms of product unit price, the unit price of its spring and summer products is mainly between 70-200 yuan, and the unit price of its autumn and winter products is mainly between 120-600 yuan.

Similar to SHEIN, OMG's supply chain also applies a flexible supply chain system of "small orders and quick returns" . According to the relevant data disclosed, its unsold inventory in 2020 accounted for 1.26%, which is lower than the industry average of 5%-10% .

At present, it has laid out social platforms such as Facebook, Instagram, Twitter, and Pinterest, and opened different Instagram accounts for different sites. As for the founder's Instagram, the number of followers has reached 723,000. He often posts himself wearing OMG brand clothing, and the average number of likes for each post exceeds 10,000+. As of now, the total number of Instagram followers is close to one million.

Its founding team also adds icing on the cake to its original design. It is understood that its founder once worked in the top domestic design college, and the founding team has done full-case design for hundreds of clothing brands. At the same time, OMG also has in-depth cooperation with Zhejiang Sci-Tech University, and has accumulated many years of experience in research and development, innovation and talent training.

As for OMG , its overall growth rate can be said to be very obvious. With almost no major promotion, its GMV doubled year-on-year in 2021. In terms of future layout, it said that it will continue to expand the women's category this year , and will further expand its overseas investment, and will also gradually enter platforms such as Amazon and Shopee .

The men's clothing market is vast, and there are 5 major categories with business opportunities

In recent years, the sportswear brand market has been continuously raising funds, but most of them are still aimed at the female group. For example, MAIA ACTIVE, which is well-known for its female sportswear, has just completed a C round of financing of nearly 100 million yuan. Particle Mania also completed a nearly 100 million yuan financing led by Hillhouse Capital at the end of last year. The only men's sportswear brand OMG is also among them, which has also made many sellers see the business opportunities.

"The men's fitness apparel market has a future," said many industry insiders. With the continuous improvement of fitness products and the catalysis of the epidemic, the demand for men's fitness is continuing to grow. Coupled with the high brand loyalty of men, there are multiple benefits for sellers who want to delve into this track.

However, as far as the current situation is concerned, most brands that focus on men's fitness apparel are foreign. For example, the American brand Vuori has a current valuation of $4 billion. The first major direction of its establishment was "design for men", and the company's first hit product was also men's yoga shorts.

LULULEMON , which started out with women's yoga pants, is also developing its men's clothing business. Among them, the revenue data for the third quarter of 2021 showed that its men's clothing business sales increased by 44% year- on-year. It stated that the men's clothing business is also a key business growth point for the company.

In the latest research report on the U.S. men's clothing market released by the U.S. market research organization NPD, the editor found that U.S. men's clothing consumption has begun to shift towards a mixture of casual and formal wear, with sales of multiple subcategories growing rapidly, such as suits, casual pants, formal pants, sports jackets, jeans, etc.

As men pay more and more attention to their image management, the demand for men's clothing is also rising. According to survey data, for every $5 Americans spend on men's clothing , $1 is spent on casual pants, jeans and casual shorts. It is expected that in the next three years, the sales of casual pants, jeans and casual shorts will soar compared to before the epidemic.

At the same time, compared with other sectors, the return rate of men's clothing is nearly half . Compared with female consumers, men can accept high prices for high quality. High quality and functionality are the core needs of men , and of course style and aesthetics are also important.

According to IMARC's research data, the global men's clothing market will have sales of US$533.3 billion in 2021, and the compound annual growth rate of the global men's clothing market is expected to be 5.92% from 2022 to 2027. In 2027, the sales of the men's clothing market will reach US$746.9 billion , which is enough to show the potential of this track.

Some industry insiders have also given advice on this track, saying that they should not rush to expand their business, but should pay more attention to user stickiness. Spending money to buy traffic is consuming the vitality of the brand, and will only be short-lived. It is recommended that brands first focus on one category, open up the market through a hit product, and then choose to expand to other categories after having a hit product. Brands should also focus on sports functional series first, and then expand after the market is relatively mature.

Independent website

overseas

apparel