The monthly sales of a single product is over 40,000, and it is a frequent visitor to the BS list

In recent years, lululemon has gained a lot of attention.

Thanks to a pair of yoga pants, lululemon surpassed Adidas in 2022 and became the world's second largest sports brand.

The sportswear market is booming, so Nike, Anta, Li Ning and others can’t wait to increase their investment in this market. Last year, Anta also acquired the yoga apparel brand MAIA ACTIVE .

And baleaf has become the leading yoga clothing brand on Amazon by selling its yoga clothes overseas for 10 years.

Often dominates the BS list, with a single product selling 40,000 pieces per month

If you search for "yoga" as the keyword on Amazon's US site , you will find that the search popularity of 242 related terms is not low, and there is a gradual upward trend in the near future.

Obviously, in the product area with less obvious seasonality, the demand for yoga-related products has remained at a high level.

If you search for "yoga" on Amazon , it will show that there are more than 100,000 listings for sale on the platform, which shows that the market for products in this industry is not niche.

Taking "yoga mats" as an example, the monthly sales of most products can reach thousands. Among them, in the Amazon yoga mat subcategory BS list, the number one listing can achieve monthly sales of more than 20,000 pieces, and since it was put on the shelves, the listing has accumulated more than 78,000 reviews .

If we further subdivide the yoga industry, we can find more than 40,000 listings on Amazon using the keyword "yoga clothes". Some of these listings sell more than 6,000 pieces per month, and some have accumulated nearly 72,000 reviews.

In the Amazon BS TOP50 list of this category , nearly half of the listings have more than 10,000 reviews. It is obvious that yoga clothes are bonus products on Amazon.

Fertile land can naturally produce plump ears of rice, and the overseas brand baleaf has absorbed enough nutrients.

Official data from Amazon shows that during the Black Friday and Cyber ​​Monday period last year , baleaf's sales increased by 110% year -on-year . Since its establishment in 2014, baleaf has spent 10 years to gain a foothold in Amazon, and its sales data best reflects its popularity in the market.

Compared with lululemon, baleaf 's yoga clothes are more affordable. From its Amazon flagship store, baleaf 's yoga clothes are priced between $18 and $40. For a single listing, baleaf 's short women's yoga pants have received more than 90,000 reviews since they were put on the shelves, 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 markets such as Europe, the United States, Japan and South Korea, Baleaf 's yoga wear has a large audience. This can be proven by the fact that it has long been on the top of Amazon's best-selling category list and that yoga leggings ranked first in the clothing category on Amazon in 2020 .

As a brand that goes overseas, baleaf has won numerous awards in the past 10 years, such as Amazon's Most Popular Brand Seller in 2019, the Most Watched Brand of 2021 , the Leading Brand in the Single Product CLOTHING Category in 2022, and Amazon's Most Valuable Brand of the Year in 2023.

The first single product was a big hit after its launch, with tens of thousands of reviews for multiple sub-products

In fact, baleaf does not only make yoga clothes. According to information, its product matrix also covers five major categories: yoga, running, outdoor, swimming, and cycling. Golf, equestrianism, sports accessories , etc. are also its product lines.

In 2014, Xiamen Junyi Supply Chain Co., Ltd. ( hereinafter referred to as " Junyi " ) was established , targeting overseas markets .

At the beginning, Junyi did not make yoga clothes, but started from small sporting equipment . After a period of operation, Junyi began to focus its energy on Amazon .

Since then, due to the high cost of sports equipment, Junyi began to think about other products in the sports products industry, and at the same time established the overseas brand baleaf .

Did baleaf start making yoga clothes at this time? No.

It is reported that the first product launched by baleaf is a cycling cushion. Fortunately, the product received a warm response from the market as soon as it was launched. In a short period of time, its monthly sales on the Amazon website exceeded tens of thousands of pieces , becoming baleaf 's first hit product .

After that, baleaf began to test the sportswear category. After observing the popular categories on the platform, baleaf began to pay attention to the yoga market and began to design, develop and sell yoga sportswear.

At the same time, Baleaf 's other sports products such as running apparel are also selling well on Amazon.

Take baleaf 's sun-protective long-sleeved hiking top as an example. The price is $22.99. Since it was put on the shelves, the product listing has accumulated nearly 23,600 reviews, and the listing ranks 8th in the Amazon subcategory BS list of "Women's Activewear T-Shirts" .

Judging from the product listings of baleaf ’s Amazon flagship store , there are many listings in different sub-categories that are listed on the BS list of their respective categories. It can be seen that baleaf has blossomed in all the market segments involved, and both the main and auxiliary categories have gained a considerable consumer market.

An independent website is indispensable for branding, so baleaf began to build an independent website in 2019. According to data from Similarweb, the number of visits to baleaf.com has been growing over the past period of time , and the ranking of category portals in the United States and around the world has improved.

Search popularity has repeatedly reached the peak, and received 100 million yuan in financing

Some people say that 2020 was the first year of the explosion of the sportswear market, and in 2021 this category has grown to a new height .

Judging from Google search trend data, baleaf 's global search popularity began to rise significantly in 2020. In July of the same year, the brand's search popularity ushered in the first small peak . Since then, its global attention has remained high, breaking the highest search popularity value many times in 2022 and 2023.

It was during this period that lululemon began to explode and became the " Hermes " of the yoga apparel industry .

According to Euromonitor data, the market for this category will grow by 22% year-on-year to US$666.2 billion in 2021. The potential is really great, so investors began to look for more possibilities in the yoga clothing market segment .

Baleaf has rightly entered the sight of capital. In 2021, CICC Capital led the investment and gave Baleaf 's parent company Junyi RMB 100 million in Series A financing .

Now baleaf has accumulated a certain degree of popularity overseas. In order to expand the market to a greater extent, it recently tried a joint venture with OROLAY , the leading Chinese down jacket brand on Amazon . This attempt also increased the new customer rate of baleaf 's stores by more than 60% year-on-year .

The popularity of the "outdoor economy" in recent years has led to an increase in the revenue and net profit of a number of outdoor brands. For example, the aforementioned lululemon, in 2023, its full-year revenue increased by 19% year-on-year to US$9.6 billion (approximately RMB 69.5 billion).

At the same time, as of the end of fiscal 2023, lululemon had opened 711 stores worldwide.

Some people call baleaf a substitute for lululemon, while others believe that yoga clothing brands going overseas will do better in the future.

In terms of industry, China is the world's largest sportswear production base, with 65% of sportswear on the international market being made in China. Fujian and Guangdong have each formed relatively mature sportswear industry clusters . The strong industrial chain advantages may allow Chinese sellers to shine more in this market.

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