In recent years, the rapid development of cross-border e-commerce has allowed countless people to see opportunities, and some have stood out on this track thanks to keen business acumen and outstanding execution. The fast fashion brand Halara is a prime example. This brand has risen rapidly in just a few years, becoming a dark horse in the global athleisure apparel market.

Halara's story began in May 2020. That year, Zhang Xiaopei, a talented woman from the Department of Computer Science and Technology at Tsinghua University, founded Quanliang Quansu Technology Co., Ltd. and launched the Halara brand, bringing with her experience as Chief R&D Director in Microsoft's online advertising team. She assembled a core team of elites from global Fortune 500 companies such as Amazon, Google, and Microsoft, dedicated to creating a fast fashion brand focused on athleisure apparel.

Judging by the results, Halara has undoubtedly achieved tremendous success. Data shows that Halara currently operates four stores in the US region on TikTok, with Halara US having sold over 1.42 million units since its launch, with total sales reaching$46.19 million, equivalent to about336 millionRMB. If the sales of other stores are included, this figure would be even more astonishing. It is worth noting that all these achievements were made within just four years of the brand's founding.

Halara's four TikTok stores in the US region, source: Dida Dog

So, how did Halara achieve this feat in such a short time? First, Halara precisely positioned itself in the market, targeting its product line at young female consumers, especially those who pursue a healthy lifestyle and value athleisure. High-quality, low-priced products quickly won the favor of consumers.

However, having quality products alone is not enough for Halara to stand out in the fiercely competitive cross-border e-commerce market; successful implementation of marketing strategies is equally crucial. The globally popular TikTok naturally became Halara's new marketing battleground for going global.

On TikTok, Halara adopted a multi-account operation marketing model, continuously attracting a large number of young users by posting diverse content such as product showcases, outfit changes, and dance videos. Currently, its TikTok account has a maximum of 668,400 followers.

Halara's TikTok account status

At the same time, Halara also collaborates with numerous overseas influencers, focusing on increasing product exposure. This "influencer + short video" marketing model has made Halara quickly popular on TikTok, becoming a trendy brand among young people.

Halara collaborates with influencers to promote products

In addition to social media marketing, Halara also pays great attention to independent site operations. According to Google Trends data, since the establishment of the Halara brand, global searches for "halara" have steadily increased, reaching a historical peak in 2024. This indicates that consumer awareness and attention to the Halara brand are continuously rising.

Given its excellent market performance, Halara has also attracted the favor of the capital market. Top investors such as Hillhouse Capital, Sequoia China, and IDG Capital have invested in the brand. Within one year of its founding, Halara successfully completed angel and Series A rounds of financing, raising a total of $130 million.

Halara financing information, image source: Tianyancha

Halara's rise is not just a successful business case, but also an entrepreneurial legend full of wisdom and hard work. In the future, we look forward to more overseas companies achieving success abroad like Halara!