More and more sports brands are entering the yoga suit track.

Anta's brand is first trying to find new growth points in yoga pants. FILA's # Latte Girls' # Yoga Suit series has gained momentum on Women's Day on March 8th, and outdoor high-end brand Descente is vigorously launching the 2022 Spring Women's Sports Series in the context of comprehensive training, lifestyle, and boxing. Of course, Li Ning also launched the yoga pants category earlier.

Not only are new players joining, NIKE, as the leader of sports brands, has also released new leggings, focusing on the women's sportswear market.

Before the new yoga pants rushed into the track, the sports yoga pants market was already very lively. According to QYResearch research, the Chinese yoga pants market has reached 1.623 billion US dollars in 2021, accounting for approximately 22.92% of the global market share. It is expected to increase to 3 billion US dollars in 2028, accounting for 26.44% of the global market share. In 2022, North America remains the world's largest yoga clothing market, accounting for over 41% of the global market share.

In an environment where yoga pants are highly popular, in addition to traditional Nike Adiantma, North America also has more diverse choices - Aritzia with a sporty and casual style, Athleta with a casual and minimalist style, Bombshell with a sexy and wild style, Alo Yoga with a goddess collection, and Vuori with a focus on men's yoga suits.

Observing the newly launched yoga pants series, it is not difficult to find that the functional segmentation of yoga pants is becoming increasingly clear. The popular yoga pants product line typically includes features such as insensitivity, shaping, and breathability, corresponding to static exercise, iron training, and aerobic running scenarios.

The entry of sports brands is also rewriting the price disdain chain of domestic yoga suits. Lululemon, the only company in the thousand yuan range, has encountered a high-end outdoor Nissan. Alo Yoga, Sweaty Betty, and Lorna Jane's expensive yoga suits are popular on e-commerce platforms. NIKE and FILA are targeting high-end yoga pants, while Maia Active and both inside and outside are entering the gap of Chinese yoga pants. Li Ning is targeting the mid-range to create affordable yoga pants that are easy to wear.

Yoga pants are becoming a must-have for sports brands, but as a common choice, yoga suits are backed by different brand styles.

Expanding the breadth of brand products, yoga clothing has become a choice for cross industry development. FILA's growth has hit a bottleneck, and in the blink of an eye, yoga clothing has opened up new brand growth; Disant's high-end demand for women's fitness scenes has made yoga training grounds the next target after outdoor activities.

Yoga suits are an important way for veteran players to regain market share in women's sportswear. For Nike, which already has a yoga pants product line, the release of new yoga clothing products year by year not only resists the fierce trend of lululemon, but also collaborates with brands to explore the field of women's sports.

The lack of brand categories and weak market competition have made it a foregone conclusion to enter the yoga clothing market. In the absence of strong competition in the offline channels of the mid end, Li Ning, who is positioned as the mid end, has launched yoga pants to fill the category gap of its own brand, while also entering the blank offline channels of the mid end.

Based on different brand strategies, they ultimately converge in the yoga pants category, and the market congestion is inevitable.

Whether it's high stakes, live streaming sales, or community activities, the bustling market has emerged with various sales methods to win attention. In a track with many players, only scammers focus on selling methods without focusing on products. When everyone steps onto the track with great effort, the trend is to diversify the product line and scene of yoga pants.

Witnessing the story of Lululemon's "yoga pants" squeezing into the top 3 of the sports brand, the sports giants couldn't bear it anymore. In recent years, major brands have launched yoga product lines and entered the yoga clothing market.

FILA, which focuses on leisure trends, added sports elements last year and launched the "Latte Girl" feature, featuring "Little Man Waist" yoga pants; The high-end outdoor brand DESCENTE has shifted to women's indoor training clothing, and the official website price of the comprehensive training pants in the "Dynamic Body Flex" series is 1280 yuan. Li Ning has launched a new leggings series of "kneading pants" and "warping pants" in the existing leggings product series.

For brands that already have a tight pants series, the process of reshaping their product line is also underway.

Puma has updated its yoga line products with the arrival of Puma Studio in China. Recently, Puma has collaborated with supermodel Cara Delevingne on yoga suits, and fitness top blogger Pamela has released a joint training suit series, continuously accumulating strength for the brand's legging.

As Lululemon takes to the altar, Nike's offensive and defensive battle in women's sportswear has never stopped. In 2020, Infinilton yoga pants were launched with a brand new fabric, followed by the release of the maternity exclusive Nike (M) series. Recently, NIKE has released a series of "Empty" and "Furious" yoga suits, targeting different static and dynamic exercise scenarios.

It can be said that the yoga clothing market has become a hot spot for current sports giants.

According to a survey conducted by QYResearch, the current market size of yoga pants in China has exceeded 1.6 billion US dollars and will maintain an annual growth rate of 10% for expansion in the next two years. After the phenomenon of "yoga pants can accommodate three rooms and one living room" became popular, the yoga pants market became even more popular.

Seeking brand growth, exploring new sports fields, and entering the yoga suit track have become the key to breaking the game.Before 2021, FILA, which was in full swing, supported Anta Group with almost half of its strength. However, after entering 2022, FILA began to stall and recorded negative growth in low numbers for the first time, becoming an important factor in slowing down Anta's pace.

The emergence of bottlenecks means that FILA has half the ceiling in the leisure trend field, and now needs to find new growth curves to bring the brand a second spring. The theme of launching the sports series # Latte Girl # is the answer provided by FILA. With the help of sports methods, we continue to export the positioning of mid to high-end brands and promote fitness users to purchase yoga pants and yoga clothing products.

DESCENTE, also known as the "next FILA" under Anta Group, is exploring yoga clothing categories. Based on the genes of the skiing brand, with a high-end positioning and a focus on functional clothing, the combination of the three is destined to create a "small and refined" business.

This exploration of yoga pants can be seen as breaking through outdoor brand stereotypes, expanding sports scenes and product widths, and moving towards mass sports. Last spring, Di Sant launched women's fitness clothing for comprehensive training, daily life, and boxing scenes, gradually filling the high-end demand for women's fitness scenes.

Yoga clothing is a representative of women's sportswear. For traditional sports brands, it is time to revitalize the yoga clothing product line and regain the lost female market.

NIKE has been conducting a series of commercial activities with a yoga background since 2019, such as launching its first yoga series, launching yoga courses, developing new fabrics, and launching its first maternity exclusive series. In the near future, NIKE has launched a new series of leggings called "Empty" and "Blooming", priced at 799 yuan, which is equivalent to the average price of the lululemon of 850 yuan.

On the one hand, Lululemon is bucking the trend, and Nike is revitalizing its fitness pants product line to meet Lululemon's challenges; On the other hand, it is also a major direction for matching brands to explore the field of women's sports. In the fiscal year 2021, Nike's women's clothing business grew by 20%, almost twice the growth rate of men's clothing business, but sales were less than half of men's clothing.

NIKE executives stated in an interview that the decade after 2020 will be seen as a decade of women's movement, and the entire organization unanimously sees the women's business as a huge growth opportunity.In addition to territorial competition, there are still blank areas in the yoga pants industry, and filling the category gap and market gap has become Li Ning's biggest attraction for entering the yoga pants track.The national brand Li Ning is based on the mid range and focuses on new first and second tier cities. Its brand strategy of "single brand, multi category, and multi-channel" has made Li Ning stand out from sports brands.

Sports brands have chosen yoga pants based on different brand strategies, but in the yoga suit track, the winner is the one that sells quickly.Based on brand tone, each seller has different selling methods. Raise high and fight high, becoming a common method for positioning high-end brands. Lululemon and Di Sant yoga pants with a unit price of over a thousand actually have technological fabrics, superior design, and you get what you pay for.

Community experience is the key selling method for more sports brands. Puma's yoga product line starts with experience and increases user stickiness through branded yoga parlors, yoga courses, and yoga parties.

As more and more players join, it will also bring new changes to the yoga pants category.The scenes are more diverse, allowing yoga pants to appear not only in daily life and sports venues, but also in other scenes. In terms of outdoor scenes, yoga pants need to be more durable and give them more functionality. Entering the blank of outdoor yoga pants, functional brand Rexing is embarking on the women's outdoor market of "outdoor+yoga pants".

For brands, the product line will move towards diversification. A brand can also have multiple product lines, in addition to the existing "gender differentiation", there will also be lightweight product lines with different price points, reducing the threshold for brand entry and covering a wider user base.The yoga suit track cannot feed all the participants, what they sell is fragrant cakes, and what they cannot sell is the market's big cakes.