406In recent years, the global yoga apparel market has experienced explosive growth.
According to data from market.us, in 2023, the global yoga apparel market was valued at $32.3 billion. During the forecast period from 2024 to 2033, the compound annual growth rate is expected to reach 9.5%. By 2033, the global yoga apparel market size is projected to exceed $80 billion.
Image source: market.us
Behind this trend, on one hand, consumers’ dual demand for “functionality + comfort” in sportswear continues to rise; on the other hand, consumption is becoming more rational, and high cost performance has become an important reference factor for more and more users when making purchases, creating breakthrough opportunities for brands that emphasize quality and price ratio.
It is in such a market environment thatGuangzhou brand CRZ YOGAhas precisely tapped into user psychology with its “affordable alternative to big brands” product positioning, coupled with flexible responses to cross-border markets, gradually opening up growth channels in overseas markets.
Reportedly, in 2020, the brand’s sales exceeded 1 billion yuan, and it was awarded Amazon’s Most Valuable Brand of the Year; in 2023, its sales steadily grew to 1.5 billion yuan, selling well in multiple overseas markets.
So, how did the CRZ YOGA brand successfully stand out in the fiercely competitive overseas market? What aspects of its overseas strategy are worth learning from for domestic brands?
Let’s break it down from three dimensions: brand transformation, social media marketing, and channel layout.
Image source: CRZ YOGA
A Correct Brand Transformation
According to reports, CRZ YOGA’s parent company, Guangzhou Qianluo Trading Co., Ltd., was established in 2006. When the brand was officially founded in 2008, it initially focused on sports underwear as its main product.
By 2010, it had become one of eBay China’s Top 10 sellers in the underwear category, initially validating the potential of overseas markets. Subsequently, in 2012, the brand chose to enter Amazon, further expanding its global layout.
After several years of exploration, CRZ YOGA realized the need to find a more breakthrough development direction. Thus, in 2017, it made a key transformation: shifting from sports underwear to the professional yoga apparel market.
At that time, the overseas yoga apparel market was already dominated by brands like Lululemon, LORNA JANE, and Alo Yoga, but CRZ YOGA found that many consumers, while pursuing quality, were also beginning to pay attention to reasonable pricing. So the brand decided to take the “affordable alternative to big brands” route, focusing on high cost-performance products.
In addition, the brand observed two trends: first, female consumers’ demand for shockproof functionality in sports underwear; second, the rise of environmental protection concepts. To this end, CRZ YOGA launched the Ocean Y series, using recycled ocean plastic fibers, meeting both functional needs and environmental trends.
It is precisely this accurate grasp of market demand that has enabled the brand to gradually gain a foothold in the fiercely competitive yoga apparel market.
Image source: CRZ YOGA
Social Media Marketing: Winning Consumers with Real Experiences
In overseas markets, relying solely on product strength is not enough; effective communication is also needed. Therefore, CRZ YOGA joined the two major social media platforms, TikTok and YouTube, adopting differentiated strategies and attracting target users through content marketing.
TikTok: Showcasing Product Diversity
CRZ YOGA’s official TikTok account @crzyoga currently has 31,800 followers and 22,400 likes.
Image source: TikTok
The videos posted on the account mainly focus on product displays, with each video presenting various colors and designs of the same style, making it easy for users to quickly compare and choose.
Image source: TikTok
CRZ YOGA has also established deep cooperation with mid-tier and long-tail influencers on TikTok, enhancing persuasiveness by showcasing how the products look when worn.
TikTok influencer @_withsarah, who has 153,100 followers, filmed a sharing video for CRZ YOGA’s yoga apparel.
Image source: TikTok
In the video, the influencer showcases the fit and versatility of CRZ YOGA’s yoga apparel. Whether worn alone or paired with scarves and other daily accessories, it presents a naturally coordinated overall effect. So far, the video has reached 86,900 views, which is quite good for the CRZ YOGA account, which doesn’t have a large following.
Many users asked about purchase details in the comments section, directly driving conversions:
“What’s the difference between high waist and super high waist?”
“What sizes are available for this style?”
“What is the color name?”
“Where can I buy it?”
Image source: TikTok
YouTube: In-depth Reviews Build User Trust
On YouTube, CRZ YOGA also collaborates with long-tail influencers for promotion. However, unlike TikTok, the brand’s YouTube videos mainly focus on reviewing product performance.
Fashion blogger Julia Merwin, who has 15,700 subscribers, is one of the collaborators. She filmed a try-on review video for CRZ YOGA’s 2024 autumn yoga pants and basic tops, detailing the elasticity, support, and daily wear scenarios of the products.
Image source: YouTube
Although the video only has 19,000 views, many users in the comments section said they had already placed orders, proving that this type of content has a more direct impact on decision-making:
“I always love watching your yoga gear shares, thank you!”
“Julia, I’m obsessed with the outfit you recommended! Thank you for the 20% discount, I’ve used it and just purchased it. I can’t wait to wear it! This outfit feels so autumnal, perfect for casual wear, running errands, or even going for a walk. Thanks again!”
“This is a very helpful video because I’m not very familiar with yoga apparel, but after watching I just added some items to my cart. Thank you!”
“Love this video, babe! Just placed an order with your coupon and subscribed.”
Image source: YouTube
Channel Layout: Independent Website and E-commerce Platforms in Parallel
In the process of expanding overseas markets, in addition to active marketing on social media platforms, CRZ YOGA has also focused on building a diversified sales channel system.
1. Third-party Platforms: Leveraging Traffic and Logistics Advantages
In the early days, the brand quickly opened up the market through e-commerce platforms such as Amazon. Amazon’s FBA logistics system solved the problem of cross-border delivery, and the platform’s traffic support further increased CRZ YOGA’s exposure.
Image source: Amazon
2. Independent Website: Building Brand Assets
As its scale gradually expanded, CRZ YOGA also built its own overseas independent website. On one hand, it can accumulate loyal users; on the other hand, it can reduce reliance on third-party platforms.
The design of its independent website highlights a “simple shopping experience,” with product pages clearly indicating fabric composition and size guides, and regularly pushing member discounts, which can effectively increase repurchase rates.
In addition, the independent website can flexibly place ads, accurately reaching people interested in yoga and environmental topics, which is highly beneficial for CRZ YOGA’s long-term development.
Image source: CRZ YOGA
Inspiration for Domestic Brands: Going Overseas Requires Systematic Capability
The case of CRZ YOGA shows that successful overseas expansion is not a single-point breakthrough, but a full-chain collaboration from product positioning to channel operation. For other domestic brands intending to go overseas, these points are especially critical: finding the right differentiated entry point, localizing content, and diversifying channel risks.
Opportunities in overseas markets always exist, but the dividends belong only to brands willing to cultivate deeply. CRZ YOGA’s path proves that Chinese brands are fully capable of gaining a share in overseas markets through precise strategies and solid operations.
For companies still on the fence, perhaps now is the best time to take action.
