Thanks to a swimsuit, a domestic brand has become a global hit and topped the Amazon BSR charts!

For cross-border sellers who want to make a fortune in summer , swimsuits are definitely a must-have product .

In recent years, global swimwear market consumption has continued to boom, and it is expected that the global swimwear market will grow to nearly US$30 billion in 2025.

Some sellers noticed this popular category early on, entered the market quickly, and accelerated their growth in overseas markets. Cupshe is one of them.

The dark horse brand Cupshe focuses on the swimwear category. Its products are popular all over the world. Its independent website has more than 6 million monthly active users . Its products have been on the Amazon Best Seller list for many years and it has become a leading brand in the overseas swimwear market .

Dark horse brand Cupshe has become popular all over the world by selling swimsuits!

Cupshe was founded in 2015. The brand belongs to Nanjing Cupshe Network Technology Co., Ltd., with its headquarters in Nanjing and its supply chain in Guangzhou. The brand takes swimwear as its entry point and is committed to providing the most attractive swimwear products to consumers around the world, striving to create the world's No. 1 and most popular beach brand. In addition to swimwear, Cupshe continues to expand its product categories, involving fashion apparel, sports and leisure apparel, etc. Cupshe 's products have been sold in more than 40 countries around the world, including the United States, Canada, Germany, the United Kingdom, France, etc. , and its annual revenue is expected to exceed US$250 million.

(Image source: Cupshe official website)

The company started operating an independent website in 2015, when it was first established, but the categories of products sold in the early days were relatively complicated .

In 2016, Cupshe began to focus on the market segment, take the path of branding, create a professional swimwear brand line, and successfully open up the North American market .

In 2017, Cupshe became the No. 1 online sales brand in the North American swimwear market . With strong development momentum, Cupshe quickly expanded into the European and Australian markets, achieving a doubling of expansion .

In 2018, Cupshe's global customer base exceeded 10 million, making it one of the most popular apparel brands in the United States .

In 2019, Cupshe discovered the increase in global obesity rates and began to enter the plus-size swimwear market . In the same year, it was successfully selected as one of the top 100 Chinese import and export cross-border brands .

In 2020 , Cupshe was named one of the top 15 most global brands in China by Google's 2020 BRAND Z, with annual revenue reaching US$150 million .

In 2021 , Cupshe 's official software became the most downloaded swimwear shopping app in the United States, and it is also the only swimwear app on the list of top 500 shopping apps . This year, Cupshe also received a strategic investment of more than 100 million yuan from Jiayu Fund.

Currently on the Amazon platform, Cupshe has become a first-tier brand in the swimwear category .

Cupshe 's winning formula in the swimwear market

From being unknown to being a global bestseller, what is so special about Cupshe ?

First of all, the product advantages.

In order to be closer to the needs of overseas consumers, Cupshe has done a lot of market research and user research to design swimsuits that are more in line with the aesthetics of European and American consumers. In addition, in order to capture the latest fashion trends and design inspirations, Cupshe 's design team is based in the United States.

For example, European and American consumers prefer styles that can directly show off their body curves, so Cupshe pays great attention to details when designing products , with some special designs on areas such as the neckline and waist .

(Image source: Cupshe official website)

Cupshe will also implant some functional selling points in its products , such as light and breathable, antibacterial, detachable soft cup, gather, no underwire, etc., to meet the diverse needs of users and enhance the added value and market competitiveness of the products.

It is worth noting that Cupshe is one of the earliest domestic brands to systematically produce large-size swimwear. Since 2019, Cupshe's swimwear products have covered all sizes from S to XXL , which can meet the needs of consumers of different body shapes .

Secondly, the channels. Cupshe chose to develop its products through two channels: Amazon and independent websites .

From the Amazon store and independent website, Cupshe divides its products into categories such as one-piece swimsuits, bikinis, tankinis, dresses, cover-ups, and plus-size swimsuits. Among them, one-piece swimsuits and plus-size swimsuits have the highest sales.

On the independent site, Cupshe updates new products very quickly with a wide range of styles and fashionable designs. It conveys product selling points to consumers through scenario-based marketing , improves the brand 's favorability in consumers' minds, and promotes purchase conversions.

Moreover, Cupshe has established a complete membership system and reward mechanism on the independent website, including points for registration and rewards for inviting friends to register as members. With the membership system, various means can be used to increase the repurchase rate, such as regular and irregular coupon distribution, and email marketing.

On the Amazon platform , Cupshe mainly sells old and basic products with high cost-effectiveness , a 97% positive review rate , and monthly sales exceeding US$5 million.

In short , compared with Amazon, Cupshe's independent website has more diversified marketing methods and is easier to build its own private traffic.

Through the dual channels of Amazon platform and independent website, Cupshe has successfully occupied a place in the overseas market during the process of brand expansion.

The third is social media promotion.

Cupshe has greatly increased its brand awareness through social media marketing, taking brand traffic growth to a new level.

It is understood that the brand has marketing promotions on multiple social media platforms, including Facebook, YouTube, TikTok, Instagram, Reddit, etc.

Cupshe does not simply introduce the product during promotion. It also uses videos to highlight the fashion sense, wearing scenarios and fitting effects of the product, showing women confidently wearing swimsuits. At the same time, it also uses product copywriting, pictures and other details to show the brand value of "female self-worth recognition" to further attract potential customer groups.

In addition, Cupshe invites users to post swimsuit fitting videos on TikTok , YouTube, Facebook, and Instagram every year , and also attaches great importance to the reviews of Cupshe swimsuit products by KOLs on various platforms .

In recent years, the global swimwear market has experienced rapid growth.

According to Statistic 's research data, the global swimwear market size reached US$25.7 billion in 2023 , and it is expected to grow to US$29.1 billion by 2025 .

From a regional perspective, the United States is currently the world's largest swimwear market. Local Americans are very keen on swimming. According to research data from the American non-profit organization Livestrong Foundation , an average of more than 91 million Americans swim in the ocean, lakes and rivers each year, accounting for about 30% of the total U.S. population.

Google Survey once released data showing that the average American woman buys 2.6 swimsuits per year .

Europeans love swimming and water sports in their daily lives . At the same time, they also like to engage in leisure activities in spas and hot spring baths . So many scenes have given rise to a large demand for swimsuits.

The rapid growth of the swimwear market has also brought new development opportunities to Chinese sellers. In addition to Cupshe, there are many other sellers who have become popular overseas with their swimwear products , and Hilor is one of them.

Hilor is a big-selling swimwear brand from Shenzhen. Its products focus on high quality and cost-effectiveness. It has already ranked first in the category on Amazon. Currently, there are 2 links on the Amazon US site one-piece swimsuit bestseller list, and both are ranked high.  

Sellers who want to enter the market can seize market opportunities and find the right positioning and direction .

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