Lululemon Do You Think It'S Reliable To Open The Chinese Market By Community Yoga?

You know?

Canada?

The brand is now hoping that consumers in the Chinese market can give a positive answer.

JasonWong appeared early in the morning under the Oriental Pearl TV Tower on the Huangpu River in Shanghai.

There are hundreds of sports bicycles with him at the same time.

Lululemon wants to hold an experience activity under the landmark building in Shanghai, just like showing its desire for expansion in this market.

Lululemon opened the first store in mainland China in Shanghai.

JasonWong is this.

The trainer (educator).

His task on this day is to lead the participants to participate in the sport of cycling.

Just like Starbucks used to call a shop assistant as a partner, Nike called Store Manager (coach) and shop assistant athlete (athlete), Lululemon also told consumers their own brand story in the same way, and these shop assistants with special names were the builders of the story.

Lululemon's trainer (educator) leads the Experiencers under the Oriental Pearl.

"We are not just a brand that sells XXX."

This phrase can be applied to all brands of sports, fashion or lifestyle.

Lululemon naturally carries the genes of marketing (or story telling).

Its founder ChipWilson is a marketing genius.

Wilson sold an outdoor ski brand Westbeach, founded in 1997, and founded Lululemon in the following year.

This is the right choice, because the popularity of sports and leisure (athleisure) in the North American market in recent years has made the brand very popular.

But a Lululemon Yoga suit is not cheap. In addition to material and supply chain costs, how to make consumers accept premium is a problem that Wilson needs to solve.

Yes, Lululemon is also a way to experience marketing and tell stories.

The marketing promotion mode of Lululemon entering a market is very clear.

It first opened showroom in one place, and sent a team to do yoga or aerobics.

Then select some experienced people called Ambassadors, and put their photos in showroom, and the ambassadors will lead the experiencer to do yoga or other activities.

Lululemon hopes to let you know what kind of brand you are.

Lululemon's experience marketing makes it a big hit in the North American market.

According to the world clothing and shoe net, Lululemon has also copied this pattern in China.

Before opening the first store in China, the brand opened three showroom in Shanghai and Beijing in the first half of 2015.

In the presentation of external interviews, Lululemon will call this practice "community building". In essence, this is also a way of experiential marketing, so that consumers can understand Lululemon in a field of yoga training. At the same time, it can also be more familiar with consumers in the Chinese market.

"Education consumers (educate)".

JasonWong described to me the key point of his work. "At the same time, it also conveys some information about brands, such as fabric, function, feel and feature. These are words beginning with the letter F, and also build a sufficiently specific and clear brand differentiation image for Lululemon.

Lululemon store in Kerry Center, Shanghai

This experiential way of marketing has made Lululemon a big hit in the North American market.

This is also the brand value added by many retailers in recent years.

For example, Japanese grocery brand MUJI entered China several years later, and opened flagship stores in Chengdu and Shanghai respectively to disseminate brand stories through exhibitions and theme activities.

Nike has also launched NTC activities in the Chinese market, and several fragmented NikeLab stores have released signals about fashion and cool.

But unlike those brands that have established consumer awareness, Lululemon is still playing an entrant role in China.

It is obvious that the scale and speed of expansion will be limited by moving the community into a new market.

It may be equally important and even more important at this stage to let you know what different products Lululemon can offer.

Prior to Lululemon, Under Armour, which coveted the market, chose another marketing path, the main function of the US sports brand rather than the additional experience.

After gaining recognition quickly, it has begun to conduct some offline cooperation activities in China to make it appear brand personality while expanding rapidly.

Lululemon is expanding its product line.

Although Lululemon relies on a narrow range of yoga community culture in the North American market, it has acquired a group of sticky fans, but in fact, the brand is becoming popular.

In your Lululemon store in Shanghai, you can see the expansion of the product line - running, riding, fitness training and boxing.

In the future, it is likely to develop into a brand of sports and life.

The good news is that China is a potential but fast growing market. Only Lululemon's main Yoga project, Mintel Group, a market research firm, shows that at present, about 10 million people in China participate in yoga practice, which is 3 times faster than that in the United States.

The bad news is that the market is actually overcrowded.

In addition to Nike and Adidas, Under Armour is also catching up with the market.

The fast fashion brand that pays more attention to cost performance, UNIQLO and H&M are also providing sportswear.

Lululemon this slow immersive experience marketing strategy may not leave much time and space for the Chinese market.

More interesting reports, please pay attention to the world clothing shoes and hats net.