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    How Does This Yoga Clothing Brand Stand Firmly In The Sports Market?

    2016/8/11 11:30:00 90

    Sports BrandNikeAdidas

     How does this yoga clothing brand stand firmly in the sports market?

    Speaking of famous abroad

    Sports brand

    I believe many people can say a few words in one breath.

    They should come mostly from the United States or Germany, and of course there will be Britain, France and Italy.

    In fact, Canada has a well-known brand in the US near Canada, at least in North America. Its name is Lululemon, and its Chinese name is also very pleasant to hear. It is called Lulu lemon.

    Please note that this is not a beverage brand, although it looks really sweet.

    In China, its popularity is limited, there are reasons for publicity and marketing strategy, and more importantly, its brand positioning is not so popular.

    Actually and

    Nike

    ,

    Adidas

    Compared with other brands, Lulu lemon is not so athletic, and it does not want to give people the first impression that it is a sports brand.

     How does this yoga clothing brand stand firmly in the sports market?

    Lulu lemon is a female Yoga dress, and it is also the most widely known area.

    This brand is very young, two years later than Under Armour, a person named Dennis Wilson was founded in Vancouver, Canada's west coast city.

    For Wilson, we see more names are "Chip" Wilson.

    Yoga is a very popular sport among women. From this point of view, Lulu lemon is of course an athletic brand, but leisure is more meaningful.

    Lulu lemon official website's guide language is yoga clothing + running equipment, which is the most widely used sport crowd.

    It can be said that Lulu lemon has focused its audience on women's group from the very beginning, which made it unique in the field of sports apparel.

    Because at that time, the big professional sports brand had not distracted attention to the female market, which gave Lulu lemon a good development space.

    Lulu lemon opened its first store in Vancouver in 2000, and the company went public in 2007.

    Chip Wilson has laid the market in seven years, so that more women who love yoga know their brands.

    After listing, Lulu lemon will naturally usher in a crazy expansion.

    From 2007 to 2008, there were more than 100 stores in Lulu lemon. Besides Canada and the United States, it could also be seen in Australia and Hongkong.

    Until now, these regions are still the main market of Lulu lemon.

    Lulu lemon not only provides professional dress for women who like yoga, but also regularly holds yoga courses, so that yoga enthusiasts can experience their products in training.

    Because of its feminine and athletic characteristics, it has long been honored as Canada's first sports brand.

    From 2010 to 2012, Lulu lemon appeared in the magazine's fastest growing company list for three consecutive years.

    In addition, its number of stores in the world has gradually broken through 200, and its annual sales volume can also be close to US $1 billion 400 million.

    However, just as everything was moving towards the right direction, a small episode made Lulu lemon plunge into the storm.

    In March 2013, due to excessive pparency, the company was forced to recall a large number of Luon series of yoga pants.

    Generally speaking, a similar problem is a huge blow to the overall image of the brand.

    Three months later, the company's CEO Christine Day revealed his plan to resign.

    Actually, this is not the first time that Lulu lemon has a product problem. It has always been mentioned by consumers.

    The problem of Luon quickly affects the sales of other products in the company. At a time, inventory rises and operating income drops sharply.

     How does this yoga clothing brand stand firmly in the sports market?

    At the beginning of 2013, Lulu's share price was still $74, and it fell to $59 a year later.

    The company is in urgent need of a new helmsman to replace Christine Day, who had already sprouted. At this time, the former Tom shoes CEO Laurent Potdevin turned to Lulu lemon as CEO.

    The new helmsman is in place, Lulu lemon needs to sail again.

    Before changing the relatively stable market strategy, Baldwin began to let Lulu lemon make more new attempts, and use his words to call for a defensive attack.

    In fact, in the past two years, there have been many new changes in the sporting goods market. With the trend of fitness craze, more brands began to seize the market. The brands such as Under Armour and New Balance have given great pressure to those old giants.

    Moreover, when more and more brands find that women are an urgent need to develop consumer groups, the advantages of Lulu lemon are gradually eroded, and the shortcomings of their products are exposed.

    Although Lulu lemon's user goals are accurate, it is almost impossible for Lulu lemon users to lose no time when Adidas and Nike are beginning to layout the female market.

    In fact, far more than those famous brands with amazing market share, it is the fast fashion brands such as Gap and H&M playing sports, and Lulu lemon is unwilling to see it.

    No one can change the market trend, so Lulu lemon can only start from itself and expand product categories.

    Lulu lemon, which has been relatively mature in the female market, has expanded its target users to male groups. Last year, it began to increase its male and child product lines.

    In order to stimulate more creative inspiration in product design, the company founder Chip Wilson also asked her son Duke to join the design team.

    Duke is also a sports man. Lulu lemon menswear designer believes that ideal Lulu lemon male customers should be successful and love sports.

    In this way, Duke is indeed a good reference.

    In 2015, the revenue of men's products has reached US $1 billion, accounting for about 25% of our total business.

    It took less than two years to achieve such a success. Lulu's strategic expansion was effective.

    In addition to expanding the target user community, Baldwin also advocates making its products more diversified to meet the needs of different sports and different audiences.

    In fact, after Baldwin took office, the core of its main work was concentrated on the word "expansion". The expansion of the product line is on the one hand, on the other hand, it is to enter the new overseas market, while Asia is the main target market in two.

    In the second half of 2014, the company made such a plan, and China naturally expanded its focus.

    {page_break}

    According to data from professional global market research institutions, there are over ten million yoga enthusiasts in China and are growing at a rapid rate.

    Ken Lee, general manager of Lulu lemon Asia, believes that yoga is becoming a way for the middle class in China to find ways to satisfy their spiritual life outside material life, slow down the pace of life and balance the focus of life.

    Lulu lemon also said that the reason why China has been listed as a key market in Asia is that Chinese Yoga consumers are increasing day by day and spending power is strong, hoping that the development of Chinese market can lead the brand to a new level.

    At present, Lulu lemon has opened three exhibition halls in Shanghai and Beijing.

    The exhibition hall is used for customer communication, activities, yoga courses and related products. This is also the most commonly used test strategy for Lulu lemons.

    But in the past two years, Lulu lemon has not opened a physical store in mainland China, but opened an online flagship store in Tmall at the end of last year.

    It can be seen that Lulu lemon still adopts a conservative strategy in the Chinese market. After all, many international brands are very mature here.

    The latecomers like Under Armour have attracted much attention due to the role of the stars. Lulu lemon has no advantage in brand recognition and price. Maybe it will take a long time to understand the sports consumption habits of Chinese young people.

    Moreover, unlike many sports brands, Lulu lemon has not yet paid a high price for the star's endorsement plan for its products. It still wants more consumers to experience it personally, which, to some extent, limits the speed of its influence expansion.

    After all, there is still great competition pressure in a big market like China. Brand promotion is very important.

    But under the guidance of Baldwin, Lulu's revenue grew from less than $1 billion 400 million in early 2013 to $2 billion 100 million at the beginning of this year.

    And the company pointed out that in the next five years, digital systems, e-commerce and overseas markets will be a huge growth point.

    Last year, there was a rumor that Under Armour was interested in acquiring the famous Canadian brand, but it ended up in the end.

    But it also releases a signal that the development of relatively small brands in the giant sports industry is indeed more difficult. Especially in emerging markets, perhaps the successful example of Under Armour can give some lessons to Lulu lemons.

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