Lululemon Lacks Clear Intent To Divide Electricity Supplier Business

Although for sports and fashion industry, the sports wind that began in 2015 has indeed made many sports brand's scenery.

However, for some markets

It is clearly a dilemma that is still ambiguous.

For example, the target consumer group was positioned as a high-end Lululemon.

Under the leadership of meritorious CEO Christine Day, Lululemon has become the hottest brand in the North American market. And through yoga in Hongkong and Shanghai, Showroom also opened up the Chinese market early, as if it were only one step away from the big red.

But unfortunately, because of the quality recall of the brand, almost all the main management personnel have stepped down, and the founder has withdrawn from the company in order to explain to the public.

In November 2015, Lululemon opened an online flagship store in Tmall. It was a scratchy ending to the last step of "three years into the Chinese market".

Although it has been in the Chinese market for three years, there is still no Lululemon of a physical store today. Once, it tried to use Tmall flagship store and other e-commerce business to pry the Chinese market to defeat its competitors.

However, even if the Lululemon is replaying the same old tune, finally, even the Chinese website and entity store do not offer a dirty ending to enter the Chinese market, and the negative effects will follow.

According to industry analysts, Lululemon has not made a move into the Chinese market. On the one hand, because the brand is not in the recall event, it can not set up a suitable brand positive image. On the other hand, just after the Olympic Games, the inventory problem of the sports industry will affect the final purpose of brand entry - profit.

However, Tmall's flagship store "fooling" Chinese consumers is clearly a misstep.

Because this is not at all true.

Consistent with the "high-end" positioning, and in the face of competitors, the same e-commerce platform, Adidas, Under Armour and other prices are far lower than Lululemon, which for the global concept of the same price performance ratio, it is obvious that the latter is better than the choice of Lululemon to correct the concept of consumption.

In addition, products such as "purchasing agent" and "Hai Tao" on the top of Tmall are far cheaper than Lululemon's flagship stores.

In terms of pricing, Lululemon can't really go deep.

The reason, or the reason for stimulating business growth through electricity providers, is mostly due to the impact of the recall. For many big names, recall is not a thing to hide. But in the three years and two calls for Lululemon, how to rebuild consumer confidence in products is seriously affected.

On the other hand, Lululemon's single product category has caused one of the reasons why its brand has not been able to go deep in China.

Compared with its competitors, Adidas, Under Armour and Nike are all involved in sports category products of the whole category. At the same time, they are also committed to developing more product categories, not only limited to sportswear accessories.

In the future, where will Lululemon go? In fact, no one can be sure, but if the wave is not over, Lululemon may be able to improve its competitiveness by repositioning its sales direction, adjusting pricing and improving product quality.