More than 200,000 orders sold in two months, another big selling circle!

There are more sellers emerging in the segmented track.

In the clothing market, some sellers have fought their way out of the red ocean. They seek breakthroughs in differentiation, choose niche markets, and maximize their own characteristics and advantages. They have successfully penetrated the yoga clothing market, created peak sales overseas, and left behind the old American brands.

243,000 orders sold in two months , it became popular overseas

Recently, there has been a very popular yoga clothing brand on TikTok, called OQQ. It has successfully become popular with 243,000 orders sold in two months.

OQQ's performance is tangible. According to the data from the first half of this year, TikTok's sales volume reached 662,700 units, and its GMV exceeded 15.0692 million US dollars, which means that OQQ has made more than 100 million yuan in revenue in half a year, far exceeding other sellers of the same type.

Even the hit product that was launched at the end of last year is still performing strongly this year. A body shaping garment from OQQ was well received by overseas consumers for its soft and elastic fabric and fashionable ribbed square collar design. It also achieved daily sales of 54,000 pieces and daily sales of US$135,000. Until recently, this product is still in the top ten of the best-selling list.

OQQ's success in such a short period of time has a lot to do with short videos and influencers. After OQQ discovered the market potential of social media, it quickly set its sights on TikTok.

Scrumball data shows that the OQQ brand has 2,543 TikTok videos associated with it, with a total of 390 million views; the total number of associated influencers is as high as 11,300, and most of the cooperating influencers are bloggers with plump figures, which is in line with the European and American markets.

TikTok 's rich content also allows OQQ 's brand and reputation to be more widely spread. Data shows that the exposure of the TikTok tag #legging (yoga pants) exceeded 1.2 billion, so you can imagine how much traffic it has. At present, the content in TikTok's brand tag #OQQ has reached 30,000+, and @OQQ Sports has more than 194,000 subscribers , mainly focusing on sportswear and cross-dressing, and the number of works under the tag has reached 4,600.

It is not difficult to see that through TikTok , OQQ brand exposure and order conversion have increased significantly. So, how did such a brand grow?

It is understood that OQQ is an overseas brand from Hangzhou, mainly focusing on creating healthy fashion for women. Its products include body shapers, yoga clothes, yoga pants, jumpsuits, etc., with prices ranging from US$25 to US$35. As early as 15 years ago, OQQ rushed into the overseas track. At that time, OQQ mainly sold its products through Amazon. At its peak, it also rushed to the top of the Amazon BS list in the United States, but Amazon did not become the explosion point of its products. Instead, TikTok pushed it to the hot circle.

From relying on Yiwu to building its own factory and brand, OQQ has fought a good battle

Looking back at OQQ’s journey, it has not been a smooth one. In the early days of going overseas, OQQ mainly relied on the supply of goods from the Yiwu market to sell to the North American market. Later, it contracted production lines at OEM factories to make products, focusing on improving technology and product quality. After years of hard work in the market, it has accumulated rich experience.

This situation continued until 2021, when the company's orders began to increase, and OQQ decided to build its own factory and establish a complete system from product research and development to production and sales. In 2022, OQQ reached its peak through TikTok influencer marketing, and the number of orders increased dramatically. As a result, the company moved to a higher level and moved to a larger factory. In 2023, it will focus on brand building.

However, OQQ did not take the brand route at first, and it was not until 2019 that the OQQ brand was established. Soon after the brand was established, it caught up with the trend of short videos and the rise of the fitness trend. The company made great efforts to sell products through social media marketing, and successfully made OQQ enter the wardrobes of North American girls.

Searching for yoga clothes on Amazon , we can find more than 40,000 listings for sale, and the average monthly sales of these ASINs exceed 10,000, and the number of reviews far exceeds that of other categories. Among these sellers, a considerable number are Chinese sellers, and many of them are in the top 20 of BS.

CRZ YOGA: A women's sports brand from Guangzhou, founded in 2008, its yoga wear is mainly sold in the European and American markets. Because its products focus on the shockproof needs of women during exercise, it has a high reputation in the vertical field. Different from other products, its average customer price is around US$32, and it also occupies six seats in BS20.

Baleaf: Baleaf, known as the "lululemon alternative", was founded in Xiamen in 2014. It initially entered the European and American markets with multifunctional sportswear for niche tracks such as skiing, cycling and golf. Its product prices are between US$10 and US$50, and many of its products have long been ranked No. 1 in various subcategories. For example, a pair of short women's yoga pants has over 90,000 reviews and ranks No. 10 in the subcategory.

THE GYM PEOPL: A cross-border company from Jinjiang. The brand mainly sells yoga apparel. Its products are relatively affordable, generally priced at US$20. Many of its products have been selected into the BS list of the category. The most popular one is a pair of yoga pants, with monthly sales of nearly 10,000 orders and over 70,000 reviews. Other data shows that the monthly sales of this product exceeded 130,000 orders during the peak season last year.

Over $70 billion! The yoga wear market continues to expand

There are many factors that enable these sellers to continue to gain ground overseas.

First, Lululemon, a giant that used to soar in popularity with yoga clothing, is falling from grace and is no longer selling. Especially since this year, Lululemon's growth has slowed significantly. In the second quarter, its overall revenue only grew by 7%. Its market value has also shrunk by half compared to last year. Its core consumers dislike Lululemon's high prices and have begun to turn to other more professional and niche yoga brands.

But along with this comes the continued growth of the yoga clothing market. According to relevant data, the global yoga clothing market size was US$33.68 billion in 2020 and is expected to reach US$70.29 billion by 2030, with a compound annual growth rate of 7.8%. This also means that these markets need more brands to supply them.

Not only yoga clothes, but also sportswear, such as sweat suits and cycling suits, are popular in Europe and the United States. In the United States, for example, more than half of the people choose to wear sportswear. When buying sportswear, they care more about comfort, followed by price and fabric. And its market size is also growing, and it is expected to reach 410.8 billion US dollars by 2032.

Obviously, this is an opportunity for Chinese sellers. You should know that more than 60% of the world's sportswear is made in China, especially in Fujian and Guangdong, China, which have formed a relatively mature sportswear industry, which undoubtedly helps Chinese sellers to make a lot of money overseas by relying on the supply chain advantages.

However, sellers also need to note that a hot market does not mean that they can make a fortune by entering it. They must also observe consumer demand, choose a niche that suits them, and continuously improve product quality in order to successfully break through the red ocean.

Big Sell

OQQ