{"id":52487,"date":"2021-08-10T05:06:00","date_gmt":"2021-08-09T21:06:00","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=52487"},"modified":"2022-10-13T18:36:45","modified_gmt":"2022-10-13T10:36:45","slug":"maia-active-china-market-strategy","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/maia-active-china-market-strategy\/","title":{"rendered":"Maia Active: An Asian women-oriented active-wear brand"},"content":{"rendered":"\n<p>Maia Active was founded in 2016 by Lisa Ou and Mia Wang and is a Chinese designer sportswear brand for Asian women. Through the development of technical sports fabrics and the use of<a href=\"https:\/\/daxueconsulting.com\/neiwai-global-market-strategy\/\"> fashionable elements<\/a> and colors, the Chinese fitness apparel brand designs active-wear that fits Asian bodies and is regarded as a fashionable brand.<\/p>\n\n\n\n<p>In 2020, the brand has received the \u201cconsumer brand of the year\u201d at the<a href=\"https:\/\/baike.baidu.com\/item\/MAIA%20ACTIVE\/22169111?fr=aladdin\"> EDGE awards<\/a>, only 4 years after Maia Active was established.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1530\" height=\"608\" src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-timeline.png\" alt=\"timeline of Maia Active major achievements\" class=\"wp-image-52489\" srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-timeline.png 1530w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-timeline-300x119.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-timeline-800x318.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-timeline-768x305.png 768w\" sizes=\"(max-width: 1530px) 100vw, 1530px\" \/><\/figure><\/div>\n\n\n\n<p>S<em>ource: <a href=\"https:\/\/daxueconsulting.com\/\">Daxue consulting<\/a> and <a href=\"https:\/\/www.doublevconsulting.com\/\">Double V. Training &amp; Consultancy<\/a>; <a href=\"https:\/\/daxueconsulting.com\/rising-chinese-fashion-brands\/\">China rising fashion brands report<\/a>, timeline of Maia Active major achievements<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-dots\"\/>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/Maia-Active-China-market-strategy-daxue-consulting-and-double-V-consulting.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Embed of Embed of Download our full analysis on Maia Active&apos;s China market strategy..\"><\/object><a id=\"wp-block-file--media-f61b82c9-a006-44c2-90b1-eee0da3e136d\" href=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/Maia-Active-China-market-strategy-daxue-consulting-and-double-V-consulting.pdf\">Download our full analysis on Maia Active&#8217;s China market strategy<\/a><a href=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/Maia-Active-China-market-strategy-daxue-consulting-and-double-V-consulting.pdf\" class=\"wp-block-file__button\" download aria-describedby=\"wp-block-file--media-f61b82c9-a006-44c2-90b1-eee0da3e136d\">Download<\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Designed for Asian women\u2019s bodies<\/h2>\n\n\n\n<p>Maia Active\u2019s products are inspired by the problems that Asian women face while exercising. This has led to the development of the sports bra with a zipper in front of the body and the waist-cinching legging which pulls in belly fat and makes girls look slimmer. Due to its unique design, this brand has become popular in a short time and has gained a good reputation.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"618\" height=\"622\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-body-difference.png\" alt=\"In depth interview by Brandstar designed by Daxue consulting Maia Ac\" class=\"wp-image-52491 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-body-difference.png 618w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-body-difference-298x300.png 298w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-body-difference-150x150.png 150w\" data-sizes=\"(max-width: 618px) 100vw, 618px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 618px; --smush-placeholder-aspect-ratio: 618\/622;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: In depth interview by Brandstar designed by Daxue consulting<\/em>, <em>Maia Active was designed for Asian women<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 1: Actively manage consumer relationships with events and surveys<\/h2>\n\n\n\n<p>The brand applies a <a href=\"https:\/\/daxueconsulting.com\/direct-to-consumer-dtc-in-china\/\">DTC (direct-to-consumer) strategy<\/a> by collecting consumers feedback of brand\u2019s clothing quality and <a href=\"https:\/\/daxueconsulting.com\/huawei-social-experiment\/\">shopping experience<\/a> through questionnaires every three months. Then the brands adapts products based on this feedback.<\/p>\n\n\n\n<p>All consumer feedback is collected and used as the basis for design and product iteration. For example, the popular leggings \u5c0f\u8170\u7cbe were adjusted at least 10 times based on consumers feedback and opinions.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"748\" height=\"403\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-feedback-1.png\" alt=\"how Maia Active receives feedback from consumers\" class=\"wp-image-52492 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-feedback-1.png 748w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-feedback-1-300x162.png 300w\" data-sizes=\"(max-width: 748px) 100vw, 748px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 748px; --smush-placeholder-aspect-ratio: 748\/403;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: In depth interview by Brandstar designed by Daxue consulting, how Maia Active receives feedback from consumers<\/em><\/p>\n\n\n\n<p>The Chinese fitness apparel brand also holds offline community activities under the MAIA FUN CLUB. The offline community is not sales oriented, but focuses on building a connection between the brand and its consumers and strengthening their stickiness.<\/p>\n\n\n\n<p>The core of Maia Active community activities is based on the element of \u201cfun\u201d. The brand hosts offline social activities such as yoga with dogs, belly dancing and indoor bungee jumping.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 2: Inviting diverse consumers to model in ads<\/h2>\n\n\n\n<p>In terms of connecting with consumers emotionally, the Chinese fitness apparel brand launched the \u201cI\u2019m not pretty\u201d branding project and started experimenting by using its own consumers, not just celebrities, to endorse the brand. Maia active invited 7 consumers to play in its publicity film and encouraged them to express their ideas about \u201c<a href=\"https:\/\/daxueconsulting.com\/industries\/china-beauty-industry\/\">beauty<\/a>\u201d emphasizing its brand slogan \u201cmake every size beautiful\u201d. Consequently, this special strategy succeeded in attracting more consumers to join comments on their <a href=\"https:\/\/daxueconsulting.com\/social-media-platforms-in-china\/\">social media<\/a> posts.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1502\" height=\"603\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-models.png\" alt=\"Inviting diverse consumers to model in ads \" class=\"wp-image-52493 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-models.png 1502w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-models-300x120.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-models-800x321.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-models-768x308.png 768w\" data-sizes=\"(max-width: 1502px) 100vw, 1502px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1502px; --smush-placeholder-aspect-ratio: 1502\/603;\" \/><\/figure>\n\n\n\n<p><em>Source: <\/em><em><a href=\"https:\/\/daxueconsulting.com\/\">Daxue consulting<\/a> and <a href=\"https:\/\/www.doublevconsulting.com\/\">Double V. Training &amp; Consultancy<\/a>; <a href=\"https:\/\/daxueconsulting.com\/rising-chinese-fashion-brands\/\">China\u2019s rising fashion brands report<\/a><\/em><em><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 3: Distinguish from competitors with clear product functions<\/h2>\n\n\n\n<p>The product detail pages of many big brands nowadays only have a few pictures and just tell consumers the basic information of sizes and fabrics. On e-commerce platforms such as <a href=\"https:\/\/daxueconsulting.com\/tmall-heybox\/\">Tmall<\/a> or Taobao, Maia Active uses lively and detailed description photos to explain its products\u2019 functions to the consumers, distinguishing itself from other sportswear brands.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-product-description.png\" alt=\"\" class=\"wp-image-52494 lazyload\" width=\"494\" height=\"435\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-product-description.png 658w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-product-description-300x264.png 300w\" data-sizes=\"(max-width: 494px) 100vw, 494px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 494px; --smush-placeholder-aspect-ratio: 494\/435;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: 36kr designed by Daxue consulting<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 4: Provide hands-on shopping experience in offline shops<\/h2>\n\n\n\n<p>Maia Active has 8 offline stores located in Tier 1 and Tier 2 cities in high-end areas.<\/p>\n\n\n\n<p>The offline unit price is 1.5 times higher than online because it is easier to recommend and connect orders when selling offline, resulting in high turnover and high conversion rate.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"1513\" height=\"500\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-offline-stores.png\" alt=\"Maia Active offline stores\" class=\"wp-image-52495 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-offline-stores.png 1513w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-offline-stores-300x99.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-offline-stores-800x264.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-offline-stores-768x254.png 768w\" data-sizes=\"(max-width: 1513px) 100vw, 1513px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1513px; --smush-placeholder-aspect-ratio: 1513\/500;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: In depth interview by Brandstar designed by Daxue consulting<\/em>, <em>Maia Active offline stores<\/em><\/p>\n\n\n\n<p>The \u201cFabric Lab\u201d can be found in each offline store, where consumers can feel unique fabrics used in their products.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 5: Transform into a designer brand through co-branding<\/h2>\n\n\n\n<p>In order to promote the brand\u2019s tone of fashion and give the brand more exposure opportunities toward the target consumers,  the Chinese fitness apparel brand <a href=\"https:\/\/daxueconsulting.com\/branding-china-2\/\">collaborated<\/a> with independent designer brands and brands with a large group of white-collar consumers in tier-1 cities, such as the bike-sharing brand Mobike and fitness club <a href=\"https:\/\/daxueconsulting.com\/supermonkey-gym-market-strategy\/\">SUPERMONKEY<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"1287\" height=\"595\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-co-branding.png\" alt=\"Source: Elle China designed by Daxue consulting, Maia Active co-branding campaigns\" class=\"wp-image-52496 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-co-branding.png 1287w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-co-branding-300x139.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-co-branding-800x370.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-co-branding-768x355.png 768w\" data-sizes=\"(max-width: 1287px) 100vw, 1287px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1287px; --smush-placeholder-aspect-ratio: 1287\/595;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: Elle China designed by Daxue consulting, Maia Active co-branding campaigns<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Problems: Poor after-sales service and design flaws<\/h2>\n\n\n\n<p>Many consumers complain about the poor after-service and shopping experience. In addition some people found the products such as leggings and bras are not as comfortable as Maia Active advertised.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"1513\" height=\"695\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-pain-points.png\" alt=\"Maia Active pain points\" class=\"wp-image-52497 lazyload\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-pain-points.png 1513w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-pain-points-300x138.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-pain-points-800x367.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/08\/daxue-consulting-maia-active-pain-points-768x353.png 768w\" data-sizes=\"(max-width: 1513px) 100vw, 1513px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1513px; --smush-placeholder-aspect-ratio: 1513\/695;\" \/><\/figure><\/div>\n\n\n\n<p><em>Source: Zhihu, Taobao and Weibo designed by Daxue consulting<\/em>, <em>Maia Active pain points<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key points to learn from Maia Active strategy in the Chinese sportswear market<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Maia Active focuses on creating products that fit Asian women bodies. The brand designs are fashionable and solve the problems that Asian women face while exercising such as sports bra with a front zip and waist-cinching leggings.<\/li><li>In terms of marketing, the Chinese sports apparel brand applies a direct-to-consumer strategy with constant feedback from customers and offline events that build a connection between the brand and its customers. The sportswear brand also invites consumers to be their models in ads, in that way Maia active can attract more consumers that relate to the consumers in the ads.<\/li><li>Maia Active offline shops allow customers to have a customized experience with \u201cFabric Lab\u201d despite a higher price than online stores. The brand achieves a high turnover and conversion rate in the offline stores.<\/li><li>The sportswear brand needs to work on their after sales service and design flaws as many consumers complain on social media which affects the brand image of Maia Active.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">See our full report on Maia Active&#8217;s China market strategy<\/h2>\n\n\n\n<iframe src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/n0B8IIqtc1cbpQ\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen=\"\"> <\/iframe> <div style=\"margin-bottom:5px\"> <strong> <a href=\"\/\/www.slideshare.net\/DaxueConsulting\/maia-active-china-market-strategy-report-by-daxue-consulting-and-double-v-consulting\" title=\"Maia active China market strategy report by Daxue consulting and Double V consulting\" target=\"_blank\" rel=\"noopener\">Maia active China market strategy report by Daxue consulting and Double V consulting<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/DaxueConsulting\" target=\"_blank\" rel=\"noopener\">Daxue Consulting<\/a><\/strong> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Maia Active was founded in 2016 by Lisa Ou and Mia Wang and is a Chinese designer sportswear brand for Asian women. Through the development of technical sports fabrics and the use of fashionable elements and colors, the Chinese fitness apparel brand designs active-wear that fits Asian bodies and is regarded as a fashionable brand. [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":52500,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","footnotes":""},"categories":[4822,14292,65,433,11,1042],"tags":[1106,16315,1160,3608],"daxue_industry":[16584,16585],"class_list":["post-52487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apparel-brand-in-china","category-china-market-report","category-china-reports","category-fashion-in-china","category-market-research-china","category-strategy-in-china","tag-fashion-in-china-2","tag-maia-active","tag-sportswear-in-china","tag-yoga-in-china","daxue_industry-e-commerce","daxue_industry-fashion-luxury"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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