183It is reported that the swimwear market size in 2025 will be about $28.29 billion, and is expected to reach $36.67 billion by 2030, with a compound annual growth rate of 5.33%.
Among them, North America, as the largest market, has a long coastline, numerous water parks, and a strong beach culture. Therefore, swimwear is in strong rigid demand among young consumers, with traffic surging every summer, firmly occupying the position of “top trending” category on major e-commerce platforms.
Image source:mordor intelligence
In such a potential-filled market, the brand Blooming Jelly from Shenzhen, China, has broken through with precise overseas deployment. From December 2023, when it entered TikTok Shop, to mid-September 2025, the brand's sales reached nearly $7.9 million, with sales exceeding 259,300 pieces. Its hot-selling one-piece swimsuit even topped the TikTok US weekly sales chart, with a single-week sales of $214,000.
Image source:Blooming Jelly
Brand Journey: From Price War to Value War
According to information, Blooming Jelly was founded in 2014 by Shenzhen Bumingjueli Company.
In the early days of entrepreneurship, the brand mainly focused on the domestic e-commerce market. Although its product design and quality were not inferior to international brands, it was deeply trapped in the low-price competition environment of “9.9 yuan free shipping”.
Continuous internal competition led to severe inventory backlog, high return rates, increasing cost pressure, and difficulty in enhancing brand value.
In an interview, founder Neo recalled this experience and admitted: “We went through the era of internal competition and ‘9.9 yuan free shipping’. At that time, there was a lot of inventory backlog, high return rates, and great cost pressure.”
But despite facing business difficulties, the team always adhered to the core concept of “Dress for Yourself”, emphasizing that women express themselves and show confidence through clothing. This concept also laid the foundation for the brand's later transformation.
Image source:Blooming Jelly
In 2022, as competition in the domestic market entered a white-hot stage, the Blooming Jelly team decided to turn to overseas markets. After comprehensively evaluating multiple cross-border platforms, they finally chose TikTok Shop as their first stop for going global.
TikTok's powerful short video ecosystem is highly compatible with the visual attributes of the swimwear category. Its “content seeding-instant purchase” closed-loop model also provides users with a smooth experience from watching videos to placing orders in just a few seconds, becoming the key engine for the brand to break the deadlock and achieve growth.
Image source:TikTok
Product Strategy: Accurate Positioning, Seizing the Plus-size Track Opportunity
The explosion of the Blooming Jelly brand in the US market is inseparable from its precise entry into the plus-size swimwear track.
In recent years, reflection on body anxiety in Western societies has promoted aesthetic diversity.
According to information, in the past 20 years, the public's definition of “ideal weight” has become more inclusive. “Freedom to dress” and “body equality” have become social consensus.
Against this market background, Blooming Jelly's product design clearly reflects inclusive consideration for diverse body types. Many of their swimwear products use elastic fabrics and adjustable designs to meet the wearing needs of different body shapes.
For example, its best-selling one-piece swimsuit series provides a more fitted body experience for consumers through adjustable drawstrings and three-dimensional tailoring. At the same time, they offer up to 27 color options to meet the aesthetic preferences of different consumers.
Image source:Blooming Jelly
In terms of pricing strategy, Blooming Jelly positions its products in the $40 range, which distinguishes them from cheap competitors and is significantly lower than high-end brands, just filling the gap in the mid-range market.
In addition, the product has also received a lot of positive feedback from consumers in terms of comfort, fit, and cost performance, which strongly proves that the value provided by its mid-range positioning has been recognized by the market.
Image source:Amazon
Multi-platform Layout: Content Seeding Drives Omnichannel Growth
At present, Blooming Jelly has built a complete marketing matrix through mainstream social platforms such as TikTok, Instagram, and Facebook, covering the entire chain from user reach, interaction to conversion.
1. TikTok
On the TikTok platform, Blooming Jelly has implemented a refined account operation strategy, setting up dedicated vertical accounts according to different product lines:
@bloomingjelly_official serves as the main account, responsible for comprehensive product display and live streaming activities;
@bloomingjelly_fashion focuses on workplace elite fashion, attracting urban white-collar groups;
@bloomingjelly_swim specializes in operating the swimwear category, deeply exploring niche markets.
This account matrix strategy enables the brand to accurately reach user groups with different needs, improving content relevance and conversion efficiency.
Image source:TikTok
Although each account has a different positioning, Blooming Jelly's content strategy is consistent, with high-frequency releases covering workplace, daily, vacation and other dressing scenarios to meet users' diverse needs.
Taking the brand's main account @bloomingjelly_official as an example, in addition to posting live stream clips, the content also revolves around product try-on effects, intuitively presenting the clothing's fit, fabric texture, and matching possibilities through multi-angle model displays and dynamic runway shows.
So far, this account has gained 52,100 followers and a total of over 7.21 million views.
Image source:TikTok
In addition to refined operation of its own account matrix, Blooming Jelly has also deeply deployed influencer cooperation ecology, making it the core strategy of TikTok operation.
So far, its US store has connected with nearly 9,561 influencers, with a total of 32,200 product promotion videos and 2,831 live streams.
Of the total sales of $7.8916 million obtained, 74% came from influencer cooperation, fully highlighting the dominant position and strong effectiveness of influencer marketing in its overall sales.
Image source:Fastmoss
From the influencer profile (in the past 28 days), 36.08% of Blooming Jelly's cooperating influencers have more than 100,000 followers, and 14.93% have between 10,000 and 50,000 followers, covering fashion, beauty, home and other fields.
The content of brand cooperation mainly features a fun and approachable style, allowing influencers of different body types and skin tones to share their personal experiences and resonate emotionally with consumers.
Image source:Fastmoss
TikTok influencer @isabellaaaanero is a good example. She is a breastfeeding mother, and both her account positioning and video style are highly consistent with Blooming Jelly's “Dress for Yourself” philosophy.
In the video in cooperation with Blooming Jelly, she naturally showcased the comfortable fit and inclusivity of the brand's plus-size swimwear, and her confident appearance quickly attracted many users in need to watch.
So far, the video has exceeded 9.7 million views, bringing the brand an estimated sales of nearly $240,000.
Image source:TikTok
2. Facebook
On Facebook, Blooming Jelly's strategy is more targeted and conversion-oriented, precisely targeting professional women and young women who pursue high cost performance, reducing user selection costs through clear product positioning.
In terms of content, they pay special attention to scenario-based presentation, using image materials of daily life scenes such as office wear and casual afternoon tea, combined with regular update frequency, as well as the combination of brand tags, scene tags, and trend tags, to make the content closer to the real life of target users.
This type of content strategy is very helpful for maintaining account activity, and also helps to enhance the natural exposure effect of the content.
Image source:Facebook
3. Instagram
Unlike the previous two, on the visually-oriented Instagram, Blooming Jelly presents a completely different content aesthetic.
The brand naturally integrates swimwear with vacation scenes through carefully composed visual images. The confident posture and joyful expression of the model at the seaside silently convey the lifestyle advocated by the brand.
This visual narrative strategy makes Instagram an important window for brand image display, continuously strengthening its fashionable and high-end market positioning.
Image source:Instagram
Conclusion: Be a Co-creator of Value
From the case of Blooming Jelly, it can be seen that Chinese brands going overseas is no longer just about product export, but a comprehensive export of concepts, culture, and brand value.
Facing the increasingly competitive overseas market, domestic enterprises need to tap into their unique advantages, deeply understand the cultural background and consumer psychology of the target market, and at the same time convey brand value through localized expression to build a complete omnichannel marketing system.
The global market has never been as eager for diverse voices as it is today, and Chinese brands now have such an opportunity. We look forward to everyone redefining the competitive landscape as innovators!
