508While the home fitness track is still focused on treadmills,Flybird has shocked the industry with a set of data:
The vibration plate fitness machine, priced at $139, sold 39,000 units in a single day,During Black Friday, the GMV of self-operated live streaming rooms accounted for 27%, and three live streaming rooms entered the TOP10 of TikTok category rankings!
With the penetration rate of home fitness in North America exceeding 38%, Flybird is using the "Ironman anchor + scenario-based live streaming" model to break into a market worth tens of billions...
Image source: Flybird Fitness
A "Pain Point Driven" Entrepreneurial Sample
The birth of the Flybird brand originated from the personal experience of founder Shane Draw.
In 2016, fitness enthusiast Shane Draw was unable to adapt to the gym environment due to allergic rhinitis. He tried to purchase home equipment but was repeatedly frustrated, as these products were either overpriced or had "chicken rib" (useless) functions.
So, he designed Flybird's first folding weight training bench, which could both adjust height and fold for storage. After launching on Amazon, this folding bench quickly received high ratings.
Image source: Amazon
Since then, the Flybird brand has gradually expanded its product line to include adjustable dumbbells, vibration plates, steppers, and other home scenario-based equipment. As of 2024, its products have served more than 10,000 households.
In the second half of 2023, with the official opening of the TikTok Shop US cross-border POP model, Flybird quickly seized the opportunity and formed a professional localized operations team. During the 2024 Black Friday promotion, the brand's self-operated live streaming roomachieved a single-day sales of over $50,000,with order volume increasing by more than 100% compared to usual.
Image source: TikTok shop cross-border e-commerce
Multi-platform Layout: TikTok Breakout and Omnichannel Penetration
The explosive popularity of the Flybird brand is by no means accidental. Its core lies in the "traffic decentralization" strategy, not relying on a single platform, but instead building a three-dimensional network ofsocial media + e-commerce + independent site.
1. TikTok
Mr. Xie, the person in charge of Flybird (Hangzhou), mentioned in a platform interview that sports and fitness products are highly homogeneous, and traditional shelf e-commerce relies on parameter comparison, while TikTok can more intuitively convey product value through scenario-based displays.
Based on this insight, Flybird quickly shifted from a "shelf mindset" to a "content mindset," focusing on the combination of user experience and product features, improving user reach efficiency and brand communication effectiveness.
Image source: TikTok
This is reflected in Flybird's TikTok self-operated account @flybird.officialus, whose videos mainly focus on product usage demonstrations. Every once in a while, Flybird selects different women to do the demonstrations.
This content strategy not only further demonstrates product effectiveness through the periodic usage results of women of different body types, but also
strengthens the sense of freshness for users, thereby bringing the brand more stable traffic.
Image source: TikTok
Currently, the account has gained 33,400 followers, with video views in the past 30 days exceeding427,800 times, and the average daily video views11,300 times.
Image source: TikTok
In addition to video traffic, a large part of Flybird's sales on TikTok comes from its self-operated live streaming rooms. According to third-party data, the account's live streaming traffic in the past thirty days was840,700, with live streaming transaction amounts exceeding$33,700.
Image source: kalodata
This is inseparable from Flybird's "sun-never-sets live streaming" strategy, that is, by having anchors take shifts, the live streaming room achieves "24-hour non-stop broadcasting," allowing traffic to cover all prime times for European and American consumers.
Image source: Echotik
Currently, Flybird's self-operated live streaming rooms focus on the single product strategy of the vibration plate. The background of the live streaming room plays product function demonstration videos on a loop via TV, intuitively displaying usage effects. In daily live streaming, the team focuses on highlighting the product's cost-effectiveness, while during major promotions, they further reinforce price information and coupon activities through pop-up ads and banner designs to attract consumers to place orders.
This strategy maintains daily professionalism while capturing the needs of price-sensitive users during major promotions.
Image source: TikTok
2. Independent Site and Amazon: Dual Approach
In addition to the 24-hour TikTok live streaming strategy, Flybird's dual layout on Amazon and its independent site also forms differentiated and complementary advantages.
On Amazon, Flybird focuses on refined operational strategies, focusing on star products such as folding weight benches and vibration plates, further optimizing ad placement and keyword layout to accurately reach target customer groups.
In addition, the brand actively participates in Amazon's promotional events, such as Prime Day and Black Friday, leveraging the platform's traffic dividends to further expand brand exposure and enhance market competitiveness.
Image source: Amazon
Flybird's independent site takes "home fitness solutions" as its core narrative, strengthening brand trust through user reviews, eco-friendly packaging commitments, and other content.
This strategy not only meets consumers' needs for home fitness products, but also further enhances users' sense of identity and trust in the brand through real user feedback and the transmission of environmental protection concepts.
Image source: Flybird Fitness official website
According to third-party platform data, Flybird's independent site receives more than 101,000 monthly visits, with direct traffic accounting for 34.06%, indicating that the brand has initially established a stable user awareness base.
Image source: similarweb
The "Long Slope and Thick Snow" of Home Fitness and Brand Opportunities
Looking at Flybird's development process, it is clear that the home fitness equipment market is undergoing a period of structural transformation.
According to third-party data, the global home fitness equipment market size was about $11.6 billion in 2023. Starting from 2024, the market size will grow year by year, and is expected to reach $18.94 billion by 2032, with a compound annual growth rate of 5.8% during the forecast period.
This growth is driven by multiple factors: consumers' demand for fitness in home scenarios continues to rise, the deep integration of smart devices and fitness content accelerates product iteration, and social platforms (such as TikTok fitness challenges) further catalyze mass consumption trends.
It can be seen that as the market continues to expand, the home fitness track is still full of opportunities. For brands aspiring to go global, this is an excellent opportunity to seize the global market and expand their territory.
Image source: FORTUNE BUSINESS INSIGHTS
Conclusion: Going Global Is Not a Choice, but an Inevitability
As the Flybird brand leverages a folding training bench to pry open the European and American markets, more Chinese manufacturing companies are standing at a new starting point of globalization.
Currently, the expansion of the middle class in emerging markets such as Southeast Asia and the Middle East, combined with the improvement of social e-commerce infrastructure, provides incremental space for high cost-performance products. For domestic companies, the real challenge is no longer "how to go global," but how to combine Chinese efficiency with local insights and take root and grow in overseas markets.
(Note: All information in this article comes from public reports and platform data. The actual situation is subject to official information.)
