Annual sales exceed 100 million! Niche sellers overtake others in the red ocean market

As the industry landscape continues to change, more and more sellers are beginning to overtake others through social media such as TikTok. The speed of its development is so fast that many traditional cross-border sellers are amazed.

Recently, another seller’s product became a best-seller through TikTok, and her story may bring some inspiration to the majority of cross-border sellers.

With annual sales of 20 million US dollars, it relies on a single product to harvest the European and American markets

Statistics show that as the global swimwear market continues to boom, the global swimwear market will grow to nearly $30 billion next year . Against this backdrop, many new swimwear brands have emerged.

Among them, the swimwear brand TA3 quickly became popular on TikTok with a "belly-control swimsuit". It is understood that TA3 was founded in 2020. Its founder Leila Shams is a fashion designer with more than 20 years of experience and is already well-known in the fashion circle.

Before establishing the brand, Leila found that the swimwear products currently on the market could not take into account both beauty and functionality. With the idea of ​​creating a swimsuit that was both beautiful and practical, Leila founded TA3.

In terms of brand positioning, TA3 defines itself as a swimwear brand that focuses on combining fashion with practicality. The biggest difference between its products and other swimwear brands is that TA3's swimwear has adjustable straps on the back , allowing the wearer to adjust the fit of the swimwear with simple movements. This original shapewear-style swimwear has made it quickly popular on TikTok .

But in fact, TA3's entrepreneurial journey was not smooth. At the beginning of the brand's establishment, not many consumers were willing to pay for such a novel product. After all, as a new brand with a lack of popularity, it is difficult to compete with existing big brands.

Therefore, in order to expand brand awareness as quickly as possible, Leila took TA3 to the well-known American entrepreneurial variety show Shark Tank . Although she failed to obtain investment through this show, her innovative ideas won the support of many people.

Today, TA3's products have passed the test of the market and have won wide recognition and praise from consumers. Data shows that within the first 13 months after the brand was launched, TA3 achieved sales of US$1.4 million. By 2023 , its annual sales will reach over US$20 million, equivalent to RMB 140 million.

In addition to impressive sales, TA3's ability to control costs is also quite good. As we all know, inventory and supply chain are crucial to any clothing brand, and Leila naturally understands this.

Leila once said that she has invested a lot of thought in inventory management and invented her own original supply chain model. This model not only ensures that her products can respond quickly to market changes, but also avoids various problems caused by capital and inventory backlogs.

It can be seen that Leila 's spirit of constantly polishing details has laid a good foundation for the development of TA3, but what really makes the brand stand out is its heart-touching marketing campaign.

Brand topic exposure exceeded 30 million, TA3 plays social media marketing

As a fashion expert, Leila understands the importance of social media to a brand. Therefore, in terms of marketing strategy, TA3 cleverly uses the huge traffic brought by social media, and is particularly active on platforms such as TikTok and Instagram.

After searching, it was found that TA3 's official accounts on Instagram and TikTok have 290,000 and 60,000 followers respectively. In terms of content, TA3's Instagram account mainly posts pictures of models wearing its own products. On average, each post has hundreds of likes and dozens of comments.

In comparison, TA3's TikTok account was registered later, but its traffic is not inferior at all. Through the short video mode, TA3 can better demonstrate the characteristics of its "adjustable swimsuit". In some demonstration videos, TA3 showed how to quickly change the appearance of the swimsuit through simple drawstring adjustments. Such impactful videos attracted the attention of many netizens.

So far, TA3's related topic tags on TikTok have been viewed more than 30 million times, and the most popular video has been viewed 3.6 million times. TA3's rapid popularity on TikTok is not only due to its product features, but also depends on the relationship between it and its users.

It is understood that TA3 encourages consumers to share their shopping experiences on social platforms, which not only helps TA3 gain a large amount of free exposure, but also brings the brand closer to consumers.

According to data from Google Trends, TA3 has been quite active in searches over the past 90 days, with search popularity reaching a peak on several days in April and May.

Overall, TA3 was able to stand out in the fiercely competitive swimwear category thanks to the ability of its founder Leila. Not only did she discover the unmet need in the market (beautiful and practical swimsuits), she was also very good at using social media to build momentum for her brand, which is a skill that many sellers lack.

Now that it is summer, the sales of swimwear products are expected to reach a new level. At present, the global swimwear market is still in the expansion stage. In addition to TA3, there are many other sellers who have made a name for themselves by selling swimwear.

The average purchase is 2.6 pieces per year, and the swimwear market still has huge potential

Data shows that the global swimwear market is valued at US$25.7 billion in 2023 and is expected to reach US$29.1 billion by 2025. The huge market will naturally give birth to more big sellers.

Cupshe: Cupshe was founded in Nanjing in 2015. It once tried to build a full-category women's fast fashion platform, but the effect was not good. Later, it transformed into a swimwear brand and quickly won the favor of the market. Its products are sold in more than 40 countries around the world. It also dug deeper into the swimwear market and developed larger-size swimwear with less competition. The products directly hit the pain points of consumers, making Cupshe a leader in the larger-size swimwear market.

Hilor: A Shenzhen-based brand that sells swimwear, Hilor ranked first in the category on Amazon. It has two links on the best-selling list of women's one-piece swimwear on the US site, both of which are ranked high. Hilor's products are priced between $21.99 and $34.99, and are characterized by high cost-effectiveness and excellent quality.

Albion Fit: Albion Fit is good at operating various social media for marketing, and mainly targets female consumer groups. On Pinterest, Albion Fit will attract users' attention through exquisite and uniform pictures. At present, the brand's independent website has a stable natural traffic.

Globally, the United States is the largest market for swimwear , followed by the United Kingdom and Germany. Statistics show that American women buy an average of 2.6 swimwear pieces per year. For swimwear brands going overseas, the United States must be the first choice.

Seller

USA

swimsuit

TA3