With the gradual strengthening of people's health awareness, fitness has become a national craze, which makes the yoga wear market continue to expand. Data shows that the global yoga wear market revenue was about $22.7 billion in 2021, and this figure is expected to grow to $40 billion by 2028.
The yoga wear market is global, but with the significant increase in the number of sellers entering the market, the competition in the yoga wear market is becoming more and more intense. So how can yoga clothing brands make efforts in the overseas female market?The brand we're going to analyze next might give you some inspiration!
Market & User Analysis
North America is the world's largest yoga wear market, accounting for about 40% of the global market share. North America has a developed economy, and most women are keen on physical fitness, so they are willing to spend more money on fitness. According to SimilarWeb data, Beyond Yoga's official website is 911% of the traffic comes from the United States, which shows that it is the main target market for the United States.
*：similarweb）
Europe is the world's second largest yoga wear market, which is also due to the increased health awareness, developed economy, and strong consumption powerThe Asia-Pacific region, especially India, is very keen on yoga, and the data shows that the yoga wear market in the Asia-Pacific region is growing at a CAGR of 88%, so these are all marketplaces that sellers can prioritize.
Taking the United States as an example, the ** of yoga clothing can be roughly divided into three levels, which are low-end brands, **between $20 and 50, and are mainly aimed at**sensitive consumers;Mid-range brands,** between $50 and $150 tend to have a greater focus on quality and sleek designHigh-end brands** are priced at $150 or more, with high-end fabrics and unique designs.
Beyond Yoga's yoga clothes are basically priced between $60 and $100, and according to SimilarWeb data, the proportion of female users on Beyond Yoga's official website is 8102%, and the proportion of male users is 188%, and the age is mainly between 25 and 34 years old, which shows that it is mainly aimed at young female consumers.
*：similarweb）
Yoga wear market, 60Nine percent of consumers are women, mainly due to the fact that women place a higher value on body aesthetics and are therefore more motivated to participate in yoga exercises. Of course, the yoga market for men is also expanding rapidly, so sellers can also consider finding another way to actively reduce the intensity of competition.
Traffic analysis
According to SimilarWeb data, the traffic to Beyond Yoga's official website mainly comes from direct access traffic (3239%), paid search traffic (2886%), organic search traffic (19.).17%), social ** (1203%）。
*：similarweb）
Facebook Marketing:The social platform that contributes the most traffic to Beyond Yoga's official website is Facebook, and the content published by Beyond Yoga on Facebook can basically be divided into three categories: **Activities, interactive posts, and celebrity returns.
It is worth noting that although Beyond Yoga will improve the delivery rate of **information through anti-cloth activities, it will intersperse **stickers in the middle of the other two types of posts, which can reduce the boredom of fans to a certain extent.
Influencer Marketing:Partnering with influencers is an effective way to expand brand awareness in a short period of time. Beyond Yoga has cooperated with many influencers and released a large number of promotional posts, which can make more people aware of and even buy its products.
Most of the celebrities selected by Beyond Yoga have a small number of followers, that is, what we often call amateur bloggers and long-tail celebrities. The cost of working with such influencers is relatively low, so it is easier to form a continuous and stable **. In addition, Beyond Yoga also puts influencers on the homepage, which can also act as a social proof, thereby increasing consumer trust.
Email Marketing:Email marketing is not only one of the effective channels for low-cost drainage of independent stations, but also an important means to increase the repurchase rate. But at the same time, email is also very easy to be ignored by consumers, in order to provide consumers with more favorite content and improve the email open rate, Beyond Yoga has added a mailing preference selection module in **, which can help it collect more user information, and then improve the accuracy of email marketing.
Conversion lift analysis
Improving the conversion rate is an important topic for independent station sellers, so what is there to Xi learn from Beyond Yoga in this regard?
Variety of sizes:Beyond Yoga's brand philosophy is to make a comfortable, well-fitting yoga garment accessible to all, so Beyond Yoga offers a full range of styles from XXS to 4X sizes. This can meet the needs of the vast majority of people, without dissuading some consumers due to size shortages, which is obviously able to boost sales.
**Zone:Yoga clothing that is accessible to all means that a large part of its audience must be consumers with average economic power. Obviously, for this part of consumers, there is nothing more than ** to promote their conversion. Therefore, Beyond Yoga's discount zone under $50 can bring more sales.
Fabric introduction:Since yoga clothing is intimate clothing, consumers will also pay great attention to its fabric when buying yoga clothing. Beyond Yoga has added an explanation of its original fabrics to **, which can dispel the doubts of some consumers and thus have a positive impact on conversions.
Discounts for Special Occupation Groups:Overseas consumers attach great importance to the sense of social responsibility of enterprises, and they are also willing to give more support to enterprises that take the initiative to assume social responsibility. Beyond Yoga's special professional group discounts can not only promote the conversion of this potential audience, but also increase the favorability of mass consumers, which in turn has a positive impact on conversion.
The above is some of our rough analysis of the official website of Beyond Yoga, if you want to know the detailed strategy of independent station promotion, you can send us a private message