Photo: VCG

　　US-based premium activewear and lifestyle brand Alo stepped up its expansion in China on Wednesday, launching an exclusive flagship store on Tmall while preparing brick-and-mortar stores in cities including Beijing and Shanghai, adding to a growing number of US consumer brands entering or expanding in the Chinese market.

　　With Chinese actress Zhao Lusi featured on its homepage, Alo"s Tmall flagship store marks its first official sales channel in China and its only official e-commerce channel on the Chinese mainland, giving consumers direct access without relying on overseas agents or cross-border purchases.

　　Sales on its Tmall store topped 10 million yuan ($1.4 million) within one minute after final payments for preorders opened at 12:30 am, setting a new opening-day sales record for a new brand in Tmall"s sports and outdoor category, the Securities Daily reported.

　　Industry observers attributed Alo"s growing appeal in China to the rise of yoga and Pilates, as well as its blend of performance wear and everyday fashion, which resonates with younger consumers and lends itself to social-media-driven lifestyle marketing.

　　Industry data showed that China"s yoga apparel market is projected to reach $2.65 billion in 2026, suggesting significant growth potential despite intensifying competition from established players such as Canada"s Lululemon.

　　Alo is not an isolated case. A growing number of US consumer brands are entering China or deepening their presence, from opening their first stores to expanding retail networks and testing new formats, highlighting the enduring appeal of China"s vast market, increasingly sophisticated consumers, and diverse consumption scenarios.