How Did Samyama Win The "Double" Champion Of Yoga In The New Two Years?

In a month, it has opened 3 stores in Beijing and Shanghai.

brand

Decided to develop the Chinese market well.

Facing the giant, the new two years of local

Samyama has been quite calm, because it beat Lululemon in double 11 and double 12 this year, and won the "double" champion of yoga.

The brand of Chinese Yoga market can be roughly divided into two categories, one is the brand that focuses on yoga products, the other is the famous sports brand, even the underwear brand, such as Nike and Lining. Yoga products only occupy a small part of their product lines.

Such a relatively small and scattered market brand concentration is low, consumers have not yet formed a collective sense of trend, so it will be the opportunity for the brand to stand out.

10 years of yoga practice also let Samyama founder Chen Hongjun see the potential of the domestic Yoga Market: "in yoga, students wearing professional yoga suits are actually less than 30%."

In 2014, he stripped the brand Samyama to focus on training, and chose to further incubate the brand with online channels.

In 2015, Samyama sold 20 million yuan in the first year on the line, and it doubled again in 2016.

Samyama brand founder: Chen Hongjun

"Vertical products, the recommendation of daring people and opinion leaders is very important."

In the promotion of Samyama, Chen Hongjun invited a large number of professionals in the industry to try on the experience, sponsor professional yoga activities, so as to start the industry's popularity. At the same time, the distribution system was moved to online, and Tmall promoted to form online and offline interaction.

"Contradiction" of distribution and retailing

A distribution system similar to "Taobao customer" is an important reason for the rapid spread of Samyama, which is a continuation of Chen Hongjun's pioneering experience in selling yoga clothes through wholesale.

In 2009, Chen Hongjun has sought a way out in the Yoga equipment industry. He has established a cooperative relationship with hundreds of yoga centers throughout the country. Yoga teachers can get Yoga wear from yoga teachers, and yoga teachers can get a sales commission for Yoga wear.

Unlike general clothing, yoga suits need to be put on the skin. When they reach the buttocks and legs, they also need to protect consumers' comfort when doing yoga activities. The products are more professional and the entry threshold is relatively high.

"This way of promoting products by word-of-mouth, one of the central decisions depends on the quality of the product."

Chen Hongjun, who was born in the study of architectural design, has certain advantages in controlling the style of the product. However, he lacks some estimation in the production difficulty of the Yoga costume, and the market feedback effect of the early product is not satisfactory.

"At this point, I choose to stop first and overcome my shortcomings."

Chen Hongjun spent two years with the team in the yoga clothing version and fabric. "When the quality was conquered almost, it was just talking with Fang Zhong (Chairman and CEO Fang Jianhua)."

Chen Hongjun, who restarted, co founded a new company in 2014 with the Hui Mei Group to separate the brand Samyama from its independent operation.

In 2015, Samyama moved the distribution system to online.

In the first place, the opening mode of the whole shop was opened, and the yoga teachers were invited to distribute the products with the VIP customers of the products, so that they could get the Commission split.

Among them, a small shop called yoga is 220 thousand in 4 days, with a commission of up to 100 thousand.

However, the interests of the online and offline businesses are also somewhat unprepared.

"Distribution is equal to wholesale, while Tmall is retail, and price coordination is not good enough, so it is easy to conflict."

Chen Hongjun said that due to the lack of experience in the team, yoga teachers had sold higher prices than Tmall's products during the active period. "This is likely to cause a crisis of confidence between teachers and trainees, which is not conducive to long-term development."

To this end, Samyama closed the offline distribution system in August this year.

Please, yoga instructor.

The closure of offline distribution system does not mean that the original yoga teacher relationship network has been discarded.

Samyama still put his competition in yoga.

"These people are the potential customers who are most likely to become brand consumers."

According to Chen Hongjun analysis, the output of the brand through yoga instructors and professionals is more conducive to yoga learners' trust.

Samyama sponsors yoga hall activities, including helping yoga teachers to set up courses, opening yoga teaching videos, etc.

Compared with the general dress, yoga needs more cultural recognition. For example, Lululemon provides free yoga courses to customers, organizes runners clubs, creates a sense of partnership between consumers and brands, and Lululemon is good at community operation. At the same time, it is also urgently needed to do Samyama in a single way.

In Chen Hongjun's view, the creation of Yoga spirit like Lululemon and the operation based on community-based mode are very important in the minority vertical category: "if we want to generate high rate of return, we need to interact with the vertical population so that consumers can have a sense of participation".

According to the world clothing and shoe net, Samyama's later distribution system will be open again, but it will take the line of not hoarding goods: "when the goods arrive, the price will die."

Samyama plans to open up the backstage system and the yoga hall membership system, and use the member cell phone number as the identification information. After being bound by the members in the Tmall flagship store, the brand will refund the product to the yoga hall, so as to ease the online and offline price conflict.

Of course, the community operation mentioned previously is still based on products.

In the face of Lululemon's strong entry into China, the reason why most local Yoga brands are calm is that the target consumers are different.

"Samyama's strategy is to use the price of the people to reduce the threshold of consumers' purchase and cultivate the consumer market".

Chen Hongjun, for example, in Lululemon, the price of a lady's yoga pants is 750 yuan ~1000 yuan, while the Samyama unit price is in 200~300 yuan.

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However, due to the complexity of Yoga dress fabrics, the large factories that produce these big brands for Lululemon are more stable, but their orders are deeper than those of small and medium-sized factories.

Samyama has chosen to concentrate on seasonal orders that are not particularly clear, and to make production in 1~2 factories. Smaller orders can often invest more money. "There is no special shortcut, because business is about mutual benefit".

Adhering to this train of thought, Samyama has gradually established cooperation with big suppliers such as Lululemon and Nike.

Yoga is also done without yoga.

Lin Hao, a 25 year old girl, is not so keen on yoga.

For her, yoga pants are not sports equipment, but everyday clothes.

"Yoga pants are very good to wash, do not need to iron, wear comfortable and comfortable.

And it's cheaper than jeans, and it helps a lot, "she said.

And for many men, Gacu can also be used as running equipment - sweat absorption and tightness of trouser legs.

Not only can it be worn in physical exercise, but also can become a daily trend of matching. At this time, the trend of sports and leisure is catching up. When products are limited to the Yoga crowd, creating products with richer application scenarios may overcome the low level of subdivision ceilings.

"Yoga is actually playing underpants, which is more comfortable than bottomless trousers." it's just like Lululemon's replacement of knickers with tight yoga pants. It has created a fashion trend for American sports and leisure. Samyama also plans to expand its product line to fashion fashion in the future.

"The team is developing new products to make products more suitable for many occasions, such as work and sports, and we hope to integrate Yoga Culture into life to pry women's casual wear market".

Chen Hongjun introduced new products for Samyama with different scenes and crowds.

At present, nearly 40 of the brand's team, 70% of the manpower has invested in products and design, so as to ensure that the brand launches 300 new models every year, with an average of about 20 new lines per month.

Such product line expansion and new guarantee are also important reasons for the brand recovery rate to maintain more than 30%.

More interesting reports, please pay attention to the world clothing shoes and hats net.