Will The Ceiling Of Yoga Suit Be Low?

Lululemon the price of a pair of tights is 920 yuan at Tmall.

Yoga, apart from the great temptation of plastic self-cultivation to women, can also relieve the uncomfortable feeling of lumbar shoulder and neck caused by long sitting time, thus attracting a large number of urban white-collar workers to join the "stretch" army vigorously.

Data show that Chinese Yoga

The current scale is about 40 billion yuan.

In this field, there are many entrepreneurs who test water in addition to a group of APP video teaching, such as yoga lemons, daily yoga, Wake and so on, and many have chosen from the sports equipment market, such as those created by the former Olympic champion.

"Balanpie balance", Keep, who has just completed the C round of financing, has also sold its own brand yoga mat.

The reason behind it is not difficult to understand. According to the State Sports General Administration, current sports goods occupy 79% of the total value of sports industry, while the ceiling is the highest, while sports services account for only 21%.

Samyama was founded in 14 years.

The founder of the brand, Chen Hongjun, is a senior yoga enthusiast who has studied architecture for 12 years.

He told reporters that the group of yoga practitioners in China has less than 30% wearing yoga clothing, and is still in the stage of further education.

On the market, yoga suits that look good and nice are expensive, such as Lululemon, a pair of tight pants, which cost 920 yuan at Tmall.

Therefore, the strategy of samyama is to use less expensive prices to reduce the threshold of consumers' purchase and cultivate the market. The unit price of the product is 200-300 yuan.

In terms of supply chain, samyama has found large suppliers of fabrics such as Lululemon and Nike.

Chen Hongjun said that because of the complexity of yoghurt fabrics, the best way to make good products is to make Nike, UNIQLO and HM a large supply chain, but these big factories basically do not receive small orders.

Samyama's solution is to concentrate orders on 1-2 factories, and the other is "less quantity, more money", and there is no shortcut.

But after all, the Yoga suit is limited by the scene, and the crowd is too small. Will its ceiling be low?

Chen Hongjun doesn't think so. In his view, Lululemon's success is in making subversive products: when everyone thinks that Yoga suits are knickers, the first one is the introduction of tights and a fashion trend for sportswear.

Nowadays, yoga Bottomwear in the United States has replaced jeans as the most popular fashion.

"Our team is also developing new products, such as Tai Chi Yoga suits for travel.

The purpose is to integrate Yoga Culture into life, and in the future there may be an opportunity to replace the so-called casual wear in the female market.

Chen Hongjun said.

According to the data: at present, SKU of samyama is around 300, with an average of 20 new monthly launches.

In terms of sales channels, the brand has entered the Zambia platform in 14 years, and has been on the line of Tmall and vip.com in 15 years. The brand is expected to sell 60 million this year, and 70% of them are from Tmall and vip.com.

The samyama team is located in Guangzhou, with a scale of 40 people, including 6-7 design teams.

The upsurge of consumption upgrading + the national sports movement has led to the emergence of a number of new Internet sports brands.