Fast Fashion Brand Halara Ranks Among The Top 5 On TikTok’s US Store List

Going overseas for fast fashion brands has always been a road that has attracted the attention of many sellers and is full of difficulties and obstacles. In the past two years, a new player has emerged from the Red Sea market and landed in the large market of the United States among many brands. It is the fast fashion sportswear brand Halara.

Halara was founded in July 2020 as a sportswear brand founded by Zhang Xiaopei. It is affiliated to Beijing Quanliang Quansu Technology Co., Ltd. It is a fast fashion export cross-border e-commerce brand similar to SHEIN. Its positioning is to be the "Chinese version of ZARA" . In just one year, Halara completed Series A and Angel round financing. On July 29, 2020, it received US$30 million in financing from Capital Today, Shanhang Capital and other investors. On June 17, 2021, it received US$100 million in financing from Capital Today, Sequoia China, IDG and other capitals.

As a DTC brand, Halara's previous sales channel was the brand's official website, and it also deployed brand content and celebrities to promote products on overseas mainstream social media such as YouTube/Facebook/Instagram/TikTok/Pinterest. In 2021, Halara opened the TikTokShop UK station and has been at the forefront of women's sportswear all year round. In October this year, Halara officially opened a TikTok Shop in the United States. With its previous successful experience and two years of brand accumulation in the United States, Halara quickly ranked among the Top 5 stores last week.

Today we will conduct an in-depth analysis of Halara’s fast fashion brand management methods. Merchants who are developing or intending to develop fast fashion brands overseas, especially in the clothing market, can use Halara as a benchmark to optimize their product structure, brand selling points and content marketing. method.

TikTokShop store data analysis

01Basic data

EchoTik data found that since Halara entered the TikTokShop US station in mid-October, it has experienced rapid growth with the Black Friday activities. As of November 16, Halara's total sales exceeded 60,000 in one month, with estimated sales reaching nearly US$1.7 million, and average daily sales of up to US$56,000.

The earliest order for Halara was placed on October 19th, and the sales volume of small stores peaked from November 6th to mid-term, with the sales trend showing rapid growth. Sales reached the highest peak of the month on November 12, with single-day sales reaching 14,300 pieces.

02Hot products

In terms of product arrangement, the store currently has 163 products, of which 82 are on-hand and 26 are for sale. The products are classified into sports and outdoor, and are also women’s products, including: sports overalls, leggings, Athletic shorts, tennis skirts, yoga tops, dresses, jackets and more.

Item prices range from $7 to $66, with the average item price being $40.77. At present, the most popular items in the store are mainly women's bottoms, such as overalls, leggings, etc. As the weather in North America turns colder, people have prepared sportswear long trousers with thermal insulation and cold protection effects.

03 Short videos and delivery experts

With the help of rich overseas marketing experience and celebrity resources, Halara’s sales model in TikTok stores mainly uses short videos to promote products, and at the same time invites a large number of experts to promote product marketing, which is a means to increase sales and exposure. In the past 30 days, 469 short videos were produced, bringing 62 million exposures to the brand, and millions of brand exposures and voices.

The total number of Halara's established experts on TikTok has reached 268, mainly mid-waist experts (100,000-1 million fans), and there are also top experts with more than one million fans. There are about 45 of these experts. -50, with the highest number of fans reaching 8 million. The experts are female, and the main categories are concentrated in sports and outdoor, followed by experts in women's clothing and beauty and personal care categories. Their common characteristics are that they love sports and fashion, have rich experience in selling goods, and have certain influence in the fan circle.

In terms of the selection of goods delivery experts, the experts who "endorse" Halara include KOLs who are in line with the American public's aesthetics, as well as some ordinary women who are willing to share, showing that the tailoring design and fabrics of clothing are highly tolerant to the body shape, and advocate Sports and an environmentally friendly lifestyle.

@Britney is a beauty blogger with 8.2 million followers. Her figure represents a mainstream aesthetic in the United States, which many girls want to achieve through exercise to lose weight, or even through plastic surgery such as butt augmentation and waist slimming. She has a dream figure, so most of her fans are women, and this is Halara's target customer group.

In this 1-minute video, @Britney recommends these Halara leggings to everyone in terms of comfort and beauty. She first told about the pain points of wearing similar-style high-waisted tights before, such as "the waistband is too loose, easy to curl, and the belly is highlighted when sitting down" and "the pants often fall down", which aroused the resonance of the public. Then he showed everyone the body-shaping effect of Halara's tights, as well as the convenient pocket design.

This video received 2 million exposures, 387,000 likes, 18,600 favorites and nearly 900 comments. Many female netizens praised her figure in the comment area. Compared with the number of her fans, the conversion rate of this video is average. However, the main purpose of the brand inviting the head master is to increase the brand's popularity and exposure. The main realization and profit still come from the mid-waist and tail. talent. At the same time, the brand's official account can forward the expert's video to the homepage to achieve secondary exposure.

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Brand operation strategy

Founder Zhang Xiaopei defines Halara as a "technology-driven clothing e-commerce company." Its underlying logic is: use technology to empower the supply chain, solve industry pain points, and create more value. "Technology" runs through the entire brand from category layout, product performance to content operation and other aspects.

In terms of category layout, Halara is different from other full-category fast fashion brands that have reached a feverish stage of development. Halara has entered the segmented track of sports and leisure categories, filling the gap in the affordable market of fast fashion sports brands in overseas markets. Its clothing style and style are similar to the well-known affordable luxury sportswear brand Lululemon, but the price is only a fraction of the latter. The strict cost control behind this comes from the brand's exclusively developed Predictive Inventory Analysis (PIA) software. It is understood that it can achieve almost zero inventory of brand products, allowing it to provide products at a lower price than competitors, passing on inventory costs to consumers, thereby achieving zero waste of resources.

But price advantage alone is far from enough. On the product research and development side, Halara not only keeps up with popular trends in product design, but also focuses on improving product performance. In terms of fabrics, Halara has developed two product lines, namely PetitoffFabric and CloudfulFabric, and focuses its marketing on this – the former focuses on the property of not sticking to pet hair, bringing convenience to women who keep pets at home; the latter focuses on Comfortable to wear, suitable for those who want a better experience when exercising.

In terms of content marketing and communication methods, the main way for Halara to achieve rapid growth is through multi-channel layout and content marketing. According to Similarweb statistics, the total monthly visits to Halara’s official website are nearly 2.6 million, with visits mainly coming from overseas social media.

On TikTok alone, in addition to the brand's official account, Halara has also deployed multiple brand matrix accounts for different national markets, and the homepages of these accounts will add links to the brand's official website and add shopping discount information to attract traffic.

The main update content of the account comes from short video content shot by experts and users trying on brand clothes. When publishing content, Halara will also add its own brand community tags, such as #Halarahaul, #Halaraeveryday, #Halaralegging, etc. In addition to expanding the brand's voice, it also encourages everyone to interact in the community and cultivate the stickiness between the brand and fans. In terms of marketing content, Halara will emphasize the brand's environmental protection and technological concepts to help them attract and retain loyal customers who share the same belief, thereby increasing the repurchase rate.

Market opportunities in the sports and fitness industry

In recent years, thanks to the increase in awareness of fitness and active lifestyles, people have paid more and more attention to physical health and actively carried out fitness exercises.

According to data from "Sportswear Market 2023-2032: Global Opportunity Analysis and Industry Forecast" released by AlliedMarketResearch: the global sportswear market will be US$230.6 billion in 2022 and is expected to reach US$410.8 billion by 2032. From 2023 to 2032 The annual compound growth rate is 6.0%.

The report points out that the increasing public demand for sportswear and the rise of sports and leisure styles have also expanded the market's appeal beyond the sports circle. In addition, consumers are more inclined to choose sustainable and environmentally friendly materials, and are more interested in innovative fabrics with moisture-wicking, antibacterial and temperature-regulating properties that ensure performance and comfort. Therefore, sellers and brands in the clothing industry can consider identifying selling points from the sportswear track and entering the market.

In addition to the sportswear analyzed in this article, among last week’s best-selling products, we can also see the rapid surge in sales of protein powder and other fitness supplements in the United States, which further shows that sports and fitness as a lifestyle are becoming more and more popular. TikTok has become popular in the United States, thus driving the conversion of related products. Under the general trend, many related high-potential products, such as: fitness food, protein powder, nutritional supplements, sports equipment, equipment, etc., have the potential to usher in rapid growth through TikTok.