57From ancient times to the present, the underlying logic of how merchants make money has never changed—the core is to accurately identify the real needs of users. Where there is demand, there is business; otherwise, so-called business opportunities are out of the question.
Currently, global obesity rates continue to rise, and public awareness of health management is awakening in tandem. Fitness has long become an unavoidable topic of life for all age groups.
However, real-life pain points have caused many people's fitness plans to stall: office workers finish work late, nearby gyms are scarce, commuting to exercise is time-consuming and exhausting; manyintroverts prefer solitude, and are embarrassed to exercise in public due to the crowded atmosphere of gyms...
It is precisely because of these pain points that home fitness has risen rapidly and become increasingly normalized. More and more people are pursuing time-saving, efficient, and private ways to exercise, directly driving explosive growth in the home fitness equipment segment.
Image source:Google
According to fortunebusinessinsights data,in2024, the global home fitness equipment market size has reached $12.26 billion.It is expected that the market will grow from$12.88 billion in 2025 to $19.79 billion in 2032, with a compound annual growth rate of about 6.32% during the period, showing steady growth momentum.
Image source:fortunebusinessinsights
With the track heating up, many merchants have naturally entered the field to dig for gold. In China, many fitness equipment companies have seized the opportunity to Tuke, creating several best-selling dark horse brands.
Today, we are going to talk about Merach, which is a very representative example among them.
Image source:merach
From Alibaba to Entrepreneurship: The Birth of a Brand
According to public information,the Merach brand was established in 2018. Its founder, Mr. Luo, was a senior e-commerce expert at Alibaba, leading core global e-commerce projects and accumulating solid experience in e-commerce operations.
After years of deep cultivation in major companies, Mr. Luo decided to step out of his comfort zone and embark on the road of entrepreneurship.
In 2016, he foresaw the potential for an upgrade in fitness equipment consumption and, as a distributor, helped Yijian achieve nearly 1 billion yuan in sales. This experience laid the foundation for him to later create his own brand.
In 2018, Mr. Luo led his team to officially establish Merach, positioning it in the mid-to-high-end market, with products covering a variety of home fitness equipment.
Image source:merach
Soon, the brand gained a firm foothold in China, winning the sales championship in the Chinese home fitness market for three consecutive years, with multiple products consistently ranking at the top of the market.(Data from the brand's official website)
In 2021, the Merach brand began to Tuke, quickly gaining popularity overseas with product designs that directly address user pain points. Among them, an adjustable abdominal trainer stood out, selling over 12,400 units in the past 30 days and generating sales of 6.2143 million yuan, ranking second in the TikTok sports and outdoor category.
In the following years, the brand's development momentum continued to rise. In2024, its annual revenue reached 1.6 billion yuan.(Data from Tuke.com)
Today,Merach's products are sold in more than 50 countries worldwide, with overseas annual revenue exceeding 1 billion yuan. It ranks among the top in developed markets such as Europe, America, and Japan, and is one of the top Tuke sellers among Chinese fitness brands.(Data from the brand's official website)
Image source:merach
Deeply cultivatingTikTok, building a content marketing matrix
Of course, no matter how diverse the product range or how effective the products are, if no one knows about the brand, even the best products will struggle to achieve monetization.
Social media is precisely the core medium that helps brands open up markets and build recognition.
Especially fitness content naturally has high popularity on social platforms. Just searching for #fitness on TikTok, you can see as many as 58.2 million related posts. This not only opens up a new communication path for fitness brands, but also brings rare growth opportunities.
The rise of the Merach brand in overseas markets is naturally inseparable from the strong boost of the TikTok platform.
Image source:TikTok
In its TikTok strategy, Merach did not limit itself to operating a single account, but adopted a multi-account collaborative approach to create a multi-pronged communication matrix.
From the data, through the operation of these5 accounts, the brand has achieved comprehensive coverage. So far,the 5 accountshave accumulatedover230,000followers,with a total of480,000 likes,showing greatgrowth potential.
Among them, the most outstanding account is @merach.us, which has accumulated 137,200 followers and received 188,900 likes, becoming the brand's core communication base.
Image source:TikTok
In the content layout of each account,Merachalways focusesonreal usage scenarios,deeply integrating into potential users' daily livesbyhaving real people appear on camera to try out exercise bikes, treadmills, and other products, intuitively presentingthe productexperience.
At the same time, the brand cleverly binds its brand tone with the vitality and fun of fitness life, creating a fresh label that fitness can be cool.
Through this lifestyle-oriented content strategy, users not only see the product's strength, but also can immerse themselves in the fun of fitness, successfully attracting countless potential consumers.
Image source:TikTok
Leveraging influencer marketing to drive explosive sales growth
In addition to the steady operation of 5 brand accounts,Merachalso knows how to use influencercollaborationtoleverage communication growth, helping products quickly go viral and efficiently monetize.
According to kalodataplatform data, in the past six months, its core store Merach fitnesshas sold400,000products, with total salesreaching158 million yuan. Among them,the influencerchannelcontributedsales of131 million yuan, accounting forup to83.07%.
In the past six months,the brandhas cooperated with more than11,100influencers, producing43,000promotional videos, formingastrongcommunication momentum through continuous and intensive content delivery.
Image source:kalodata
Among all the promotional videos, the brand's collaboration with TikTok fitness influencer @socially_ari achieved the most outstanding conversion results.
Image source:kalodata
In the video,@socially_ari sharesherdailyuseofMerachhigh-power vibration plate for fitness and weight loss, showing the full-body vibration effect during actual product use.
Such a video documenting the real usage process successfully ignited both communication and conversion. As of now, the video has reached 10.6486 million views, directly driving 5,480 orders and generating sales of 2.4809 million yuan.
It is clear that this type of real-person demonstration video greatly helps promote product purchase conversion.
Image source:kalodata
Now is the right time for fitness equipment to Tuke
Merach's success is by no means accidental, but rather the result of precisely seizing the dual opportunities of the global home fitness wave and the social e-commerce dividend.
Now, growth in this track continues, and the market is far from saturated. For Chinese companies, the fitness equipment category still has huge Tuke potential. It not only fits the global health consumption trend, but is also naturally suited to short video marketing and social fission, making it one of the few segmented tracks that can simultaneously meet high demand and high communication.
The advantages of China's supply chain, combined with global marketing capabilities, are giving rise to more brands likeMerach.
For companies interested in Tuke, as long as they find the right direction and use the right methods, it is entirely possible to replicate or even surpass such success in overseas markets.