Nearly 1 billion in revenue in half a year! Shenzhen's big sellers exploded in the red ocean segment

The clothing market is a red ocean in the red ocean, but its huge market size has attracted a large number of sellers to continue to rush in. According to Statista data, the global clothing market size will reach 1.79 trillion US dollars in 2024.

In this red ocean track, "Men's wear" is rising as a new star. Relying on this niche track, Shenzhen has made a lot of money by selling big.

Shenzhen Dashao builds a billion-level men's clothing brand by navigating the red ocean segment

Since I started paying attention to the Amazon Top 100 sellers, there has been a Chinese seller who has been on the list, and that is Coofandy under Savi. As the only brand under Savi that focuses on men's clothing, Coofandy is also one of the only two brands under the company with revenue exceeding 1 billion, the other being Ekouaer.

When tracing the history of Coofandy, we have to mention Savi Times and its founder and chairman Chen Wenping.

According to his recollection, during an international trip during college, he saw some uniquely designed and affordable clothing in a small market, and realized that if these clothes could be brought to other countries for sale, there would definitely be a market. After returning to school, he discovered that online e-commerce platforms were a rapidly developing field, especially in the clothing industry.

After several years of wandering, Chen Wenping and his brother Chen Wenhui, with 500,000 yuan in starting capital, founded a company focusing on cross-border e-commerce - Shenzhen Zheguo Clothing Co., Ltd. (the predecessor of Savi Times), thus starting their own cross-border e-commerce journey.

Initially, the company achieved great success with its " general distribution " model. However, this model was not a long-term solution, and Savi needed a more sustainable and competitive model - branding. Thus, Coofandy came into being .

Since its establishment in 2015, Coofandy's business has successfully covered more than 30 countries and regions around the world, with more than 7 million users. It has also successfully registered related brand trademarks in Germany, France, the United States, the United Kingdom, Canada, Japan and other countries.

On Amazon, Coofandy continues to dominate multiple men's clothing subcategories and often enters the top five of Amazon Best Sellers in subcategories. Take a multi-color shirt as an example. The product has a rating of 4.2 stars on Amazon and has sold more than 1,000 pieces in the past month. Many buyers gave it similar comments such as beautiful, good, and liked.

Its independent website has also achieved impressive results. According to Similarweb data, the monthly visits to Coofandy's independent website reached 329,000 in December 2024, of which direct traffic accounted for as high as 51.26%.

In addition, Coofandy's revenue is also growing steadily. The financial report shows that from 2020 to 2023, Coofandy's annual revenue reached 260 million, 600 million, 917 million and 1.455 billion respectively, achieving a year-on-year growth of more than 50%. In the first half of 2024, Coofandy's revenue reached 950 million, a year-on-year increase of 51.11%, and the annual revenue is expected to exceed 1.5 billion.

Coofandy's winning formula

As the only brand under Savi that focuses on men's clothing, Coofandy accurately grasped the pain points of male consumers at the beginning of its establishment: with "simplicity and comfort" as the core design concept, it provides users with affordable men's clothing for multiple scenarios including business, leisure and sports styles.

In addition to being affordable and comfortable, Coofandy also puts a lot of effort into clothing patterns and colors. In terms of color, Coofandy mostly uses low-saturation pure colors as the main color, and the patterns are common geometric figures or classic art elements. The combination of the two makes the clothing simple, bright and creative in color matching, and easy to match with other clothing.

Coofandy also uses the full-link digitalization capabilities of " small front-end + large middle-end " to create a flexible supply chain. This not only helps Coofandy strictly control product quality and production processes and quickly respond to market changes, but also is the basis for the high cost-effectiveness of Coofandy products . Its product price range is mainly between US$19 and US$119 , and the price of the package is mostly between US$40 and US$90.

At the same time, in order to meet the shopping habits of male users, Coofandy's SKU settings are more streamlined, and the product descriptions are also concise and clear. Its title generally directly covers the ingredients and functions of the product, and the details section clearly marks the material proportion, fabric characteristics, and style details.

On the independent website, Coofandy also has a quick shopping button, which recommends related products based on the user's shopping frequency, preferences and other information to help them make decisions quickly. It is reported that when the user clicks "Quick Shopping", Coofandy will pop up a small shopping window, so that users can intuitively obtain the specific information of the product and add it to the shopping cart without jumping.

In terms of marketing , Coofandy has actively entered social media platforms such as YouTube, Facebook, and TikTok to build a full-platform account matrix. It also creates and publishes diversified content based on the user characteristics and tonality of different platforms to accurately reach the target audience.

At the same time, Coofandy also cooperates with various types of influencers through the "composite influencer cooperation strategy" to cover user groups from different circles. This diversified cooperation method not only expands the brand's influence, but also improves the brand's penetration among young groups.

In addition, Coofandy has also created a complete VIP points system, which encourages users to follow the brand's social media accounts or share promotional information to earn points. Users of different VIP levels can redeem corresponding discount coupons to achieve traffic interconnection and further expand brand influence.

Coofandy also actively participates in events such as New York Fashion Week. Through online and offline joint promotion, it has gained extremely high exposure and attention while enhancing its own brand value.

Through these diversification initiatives , Coofandy has successfully stood out in the men's clothing market and become a star brand under Savi Times.

Radiating vitality, the “he economy” has risen in recent years

Coofandy's success also relies on a promising market. According to Statista, the global men's clothing market will reach US$573.5 billion in 2024, and the compound annual growth rate will reach 2.76% between 2024 and 2029.

In addition to Coofandy, Heilan Home, a "national menswear" brand that announced its entry into the Southeast Asian market in 2017, has also tasted the sweetness in overseas markets. Its 2023 full-year financial report shows that Heilan Home's overseas revenue reached 272 million yuan, a year-on-year increase of 23.98%; the gross profit margin reached 68.89%, higher than the 45.56% in the domestic market.

In addition, Vuori, an American brand that focuses on men's yoga apparel , also received multiple rounds of investment and capital injection in 2019, 2021 and 2024. Its current valuation has soared to US$5.5 billion (approximately RMB 40.175 billion), setting a new record for the largest single financing in the sports field.

As men’s demand for quality of life increases, multiple tracks related to the “he economy” are beginning to burst with vitality.

For example, after the Black Myth: Wukong wave quickly swept the world, Amazon, Temu, eBay, Etsy and other e-commerce platforms successively emerged with a large number of peripheral products related to the Black Myth: Wukong game, and the sales volume was considerable. Its co-branded controller was sold out within 10 seconds of being launched on AliExpress.

Dr.Squatch, an American men's beauty brand founded in 2013 and made its fortune by selling men's soap, keenly seized the gap in the men's personal care market and created "manly soaps" with the scent of rum, pine tar, and charcoal, which became an instant hit in the market. According to the evaluation of Summit Partners, an American private equity fund, and major investment banks, the current brand value of Dr.Squatch is about 14 billion yuan.

There is also KastKing, a Chinese fishing gear brand that received investment from Anker . It quickly became the leading player in the fishing gear category on Amazon North America in the year of its establishment. Its sales have also achieved steady growth for five consecutive years, and in 2023 it exceeded the 500 million yuan mark, ranking first in the North American online fishing gear sales list.

Currently, the global men's consumer market is booming in a diversified direction, and new opportunities are constantly emerging. This trend has opened up a new growth path for cross-border e-commerce sellers. Therefore, interested sellers can deeply explore the potential needs of male consumers to achieve breakthroughs and growth in their business.

Red Sea

Shenzhen big seller

He Economic