On May 25, public figures Will Liu and Vivi Wang officially opened the first flagship store of Vivicycle, their newly launched sports and lifestyle brand, at Hubin Yintai IN77 in Hangzhou. This marks Vivicycle’s debut brick-and-mortar store in China.
Launched in 2022, Vivicycle focuses on offering sports and lifestyle products for women. The brand emphasizes affordability, with the average price of its products under RMB 200 (USD 28) and no item priced above RMB 400 (USD 56), except for its winter down collection.
Notably, the couple’s entry into the fitness consumer goods market comes at a pivotal moment, as the domestic sportswear landscape undergoes a significant reset. Chinese consumers are becoming more rational in their spending, and the appeal of international brands is beginning to wane. These shifts are creating new opportunities for emerging domestic labels.
The Hangzhou opening is only the beginning of Vivicycle’s expansion in China. Its next store will launch in Xuzhou, Jiangsu, with a Shanghai location also in the works. According to a brand representative, Vivicycle aims to open 100 stores across China this year, through a mix of company-owned and franchised outlets.
“We estimate that by 2025, offline retail will contribute 35–40% of our annual revenue. Especially in the later stages, strategies like community-based referrals and private domain conversions will turn brick-and-mortar into a key engine for steady growth,” the spokesperson said.
Liu returned to the public spotlight in April 2022 with a viral live stream in which he exercised in a down jacket, which viewers saw as an odd but eye-catching choice. His original routine, combining calisthenics-style moves with Jay Chou’s hit song Chinese Herbal Manual in a rhythmic shuttlecock dance, quickly caught fire on Douyin, sparking a nationwide home workout craze.
Behind the viral moment was a striking growth curve: Liu’s live stream earnings on the platform soared from RMB 260,000 (USD 36,400) on April 10 to RMB 2.4 million (USD 336,000) by April 19, representing a nearly tenfold spike in just ten days. Individual streams during this period drew over 15 million viewers.
What made it work? The striking visual contrast of Liu’s workout attire generated immediate buzz, while his use of nostalgic pop music resonated with younger viewers. The timing, amid peak lockdowns, tapped into widespread demand for home fitness content. Together, these factors created a cultural flashpoint primed for virality.
That fame laid the groundwork for Liu’s expansion into physical retail. And he wasn’t exactly new to the spotlight. A former singer, songwriter, host, and actor, Liu was also Jay Chou’s personal trainer and a coach on various fitness variety shows. Following his livestream success, celebrities and influencers such as Christy Chung, Cherrie Ying, Benny Chan, and Wang Yuexin filmed collaborative videos with him, boosting his popularity further.
While celebrity-led brands are quite common, not all succeed. According to Chen Zhe, deputy general manager at Ruxing Group, Vivicycle’s edge isn’t limited to Liu’s star power. Instead, it lies in the brand’s targeted focus on sportswear for women aged 25 and older, a segment often overlooked by traditional players who typically prioritize male consumers or advanced fitness enthusiasts.
“Vivicycle positions itself in the sweet spot between Lululemon’s brand cachet and Taobao’s no-name affordability,” Chen said. “By channeling the power of celebrity-driven content into a light workout lifestyle, we’re aiming to grow alongside our consumers.”
As global sportswear giants pivot to “in China, for China” strategies, Vivicycle is already tailoring its products at the regional level. For example, Chen noted that the Hangzhou store offers localized SKUs such as commuter vests and light compression pants designed for the city’s urban lifestyle. Looking ahead, the company plans to introduce more quick-dry, breathable fabrics to better serve consumers in southern China’s humid climate.
From viral live stream IP to real-world retail, Vivicycle is working to build a next-generation Chinese sports lifestyle brand, anchored by a triad of content, product, and experience.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by He Zhexin for 36Kr.