Samyama Makes Yoga A Popular Sport.

In recent years, more and more women have been yearning for yoga, a sport that can help build up their body and relieve the lumbar neck and neck discomfort caused by prolonged sitting. 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 krypton that less than 30% of the group of yoga practitioners in China wore yoga clothes, which is still in the stage of further education. 36.

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 price to reduce the threshold of consumers' purchase and cultivate the market. The unit price of the product is 200-300 yuan, making the sport more close to the public.

According to statistics, the current size of the Chinese Yoga market is about 40 billion yuan.

In this field, there are many entrepreneurs who test water, besides yoga, lemon, daily yoga, Wake and a host of APP video teaching. Many of them choose to start from the sports equipment market. For example, the personal sports brand "Balanpie balance" created by the former Olympic champion, Keep, which 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%.

In the supply chain, samyama found Lululemon and

And so on.

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.

The solution of samyama is to place orders in 1-2 factories, and the other is "less quantity but 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 did not think so. In his view, the success of Lululemon was to make subversive products: when everyone thought that Yoga suits were knickers, the first one launched tight pants and set off 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 provided by the team, the current samyama's SKU is around 300, with an average of 20 new releases per month.

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, of which 70% comes 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 a number of new developments.

The birth of sports brand, 36 krypton before also reported EDCO, particle fanaticism, excellent pole UG, MAIA ACTIVE, exciTING.

For these brands, the biggest opportunity is to seize the moment of the outbreak of sports shoes and clothing, find a group of accurate subdivision crowd, and then use product and brand connotation to firmly encircle them.