Major yoga leggings brands' monthly GMV on Tmall China 2023-2024

In January 2024, Lululemon recorded a gross merchandise volume (GMV) of around 11 million yuan on Alibaba's platform Tmall, the highest among yoga pants brands. Domestic sportswear brand VFU followed far behind with 2.8 million yuan. Yoga pants' monthly online sales usually hit the highest value in November every year because of the Singles' Day sales. 

China’s Yoga market

Over two decades of development, China’s yoga industry has become mature. In 2022, its market size surpassed 50 billion yuan, showing a strong momentum for growth. Notably, yoga is especially popular among young generations and high-net-worth individuals. By comparison, the yoga leggings market is an emerging sector in China, where casual wear was more common when practicing yoga before Lululemon introduced its specialized yoga leggings. 

Lululemon or cheaper alternatives?

Lululemon’s sales in China have been skyrocketing since entering the market. In the fiscal year of 2023, Lululemon generated around 964 million U.S. dollars in net revenue in China, marking a significant year-over-year growth. In light of its previous success, the company has become more ambitious about the Chinese market, opening dozens of brand stores within a year. Due to its high pricing strategy, Chinese consumers name Lululemon "Hermès of yoga". Realizing substantial business opportunities in the yoga pants market, other sportswear companies are rushing to offer cost-effective alternatives, aiming to seize a portion of this burgeoning market. However, advocates of Lululemon are still willing to pay a premium for its branded products.