Monthly sales of a single product reach 130,000, and the “unknown” seller is quietly making money in the red ocean market

For example, the well-known lululemon, relying on a pair of yoga pants, surpassed Adidas in 2022 and became the world's second largest sports brand. However, the protagonist of today's article is a more niche brand. Although it is not as well-known as lululemon, its ability to attract money overseas is not bad at all.

Many items were selected into Amazon BS list, and it sold well in the United States

In Europe and the United States, the proportion of consumers with fitness needs is much higher than in China, so the popularity of related products has always been very high.

After a simple search for the keyword yoga on Amazon US , we can find that there are more than 200 related terms with high search popularity, and there is a gradual upward trend recently. There are more than 100,000 related listings, which shows that the yoga-related market is not small.

Among them, yoga clothes are the most popular sub-category. When searching for "yoga clothes" on Amazon, there are more than 40,000 listings for sale. The average monthly sales of these products exceed 10,000, and the number of reviews is far higher than that of general categories.

It is worth noting that a considerable number of these sellers are Chinese sellers, but compared with many technology companies, these sellers are indeed much more low-key. THE GYM PEOPLE is one of the representatives who made a fortune in silence.

Data shows that in recent years, the seller occupying the first place on Amazon’s US yoga apparel BSR list is not a well-known brand, but an unknown yoga apparel brand THE GYM PEOPLE .

It is understood that THE GYM PEOPLE is affiliated to Jinjiang Baowei Trading Co., Ltd. According to Qichacha information, the company was established in December 2017 with a registered capital of 1 million yuan. Its business scope includes wholesale and retail: clothing, shoes and hats, pre-packaged food, baby products, cosmetics and sanitary products, stationery, etc.; import and export of goods or technology.

After searching on Amazon, we can find that many products of THE GYM PEOPLE have been selected into the category BS list. Among them, the most popular yoga pants have sold nearly 10,000 orders in the past month and have left more than 70,000 reviews. According to data, the monthly sales of this product exceeded 130,000 orders during the peak season last year .

In terms of pricing, compared with well-known brands such as lululemon, THE GYM PEOPLE's prices are generally only over 20 US dollars, which makes it much more affordable.

In addition to this pair of yoga pants, THE GYM PEOPLE also has a sports bra that has been ranked in the top five of the BS list in the relevant category for many years. Although its monthly sales volume is not as good as its own popular yoga pants, it has also crushed many peer sellers.

Unlike many other overseas brands, THE GYM PEOPLE does not seem to pay much attention to branding, and does not even have its own independent website. After searching the keyword "THE GYM PEOPLE" on Google, the first search result shows that the first one is THE GYM PEOPLE's Amazon store, and the second one is a British sports equipment company.

In addition, unlike most overseas brands, THE GYM PEOPLE does not operate accounts on some mainstream social media to increase the brand's exposure overseas.

However, in the Google search results, you can see some articles promoting the brand's products. Through these articles, you can directly jump to THE GYM PEOPLE's Amazon store. This method may have a higher conversion rate than social media marketing.

Foreign media previously reported that THE GYM PEOPLE was selected among the top 5,000 sellers on Amazon, with an overall ranking of around 2,000.

From all the signs, it can be seen that THE GYM PEOPLE is indeed a very low-key brand. It seems that it has made a name for itself in the overseas market only by relying on its strong product strength. However, this method may not be suitable for most sellers. After all, good wine needs to be hidden in a remote alley. Only with good products and excellent marketing strategies can it be more likely to go viral.

The yoga wear market is still expanding rapidly, and a group of Chinese sellers have emerged

According to a report released by market research firm Allied Market Research, the global yoga apparel 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%.

Against this backdrop, a group of Chinese yoga wear sellers are accelerating their overseas expansion and are rapidly sweeping across Europe and the United States.

Baleaf: Amazon's official data shows that during the Black Friday and Cyber ​​Monday period last year, Baleaf's sales increased by 110% year-on-year. Among them, a short-sleeved women's yoga pants from Baleaf has accumulated more than 90,000 reviews since it was launched, and ranked 10th in the BS list of subcategories.

Statistics show that baleaf's yoga shorts are its best-selling product segment, with monthly sales of more than 40,000 pieces in summer.

In addition to its impressive sales, baleaf has also won numerous awards: Amazon's Most Popular Brand Seller in 2019, the Most Watched Brand of 2021, the Leading Brand in the CLOTHING Category of Single Products in 2022, and Amazon's Most Valuable Brand of the Year in 2023.

OQQ: OQQ is from Hangzhou, Zhejiang. It is an overseas brand that aims to "create a new healthy fashion for women" and is precisely positioned for young women. The brand first went overseas to make money through Amazon, and later became popular on TikTok with its tight-fitting one-piece yoga clothes. The secret of OQQ's success is influencer marketing. According to data from third-party platforms, OQQ has 11,300 related influencers on TikTok, and more than 3,000 influencers have promoted its popular yoga clothes.

It is worth noting that when working with influencers, OQQ will deliberately select bloggers with plump figures. There is a popular video on Tik Tok, in which the blogger boldly tried on the clothes, showing that even if you are fat, OQQ yoga clothes can well modify your body shape.

Halara : From the beginning, Halara took a different path to overseas expansion than many other sellers. By vigorously developing independent websites, Halara avoided the fierce competition from platforms such as Amazon. At first , Halara successfully entered the European and American markets as a high-quality alternative to high-end yoga pants brands by relying on the "buy two get one free" method.

Recently, Halara has begun to vigorously explore the potential of the TikTok platform. Data shows that in February this year, Halara launched a one-piece body-shaping garment on the TikTok US store. So far, its sales have exceeded 7,000 pieces, with total sales of approximately US$240,000.

These brand cases show that yoga wear, as a super category, does have the potential to produce multiple big sellers, and as the market size continues to grow, there is still the possibility for new sellers to successfully stand out in the future.

However, this does not mean that novices can easily try this category when entering the market. If there is no strong supply chain support, they should be cautious when entering this red ocean market.

Yoga Clothes

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Jinjiang