Lululemon Unlock The Male Yoga Market, What Is The Future?

According to the world clothing shoes and hats net, in 2004,

It's still a small business with an annual income of $18 million, but by the year 2017, Lululemon's global sales had exceeded $2 billion 600 million, which has become yoga.

Worthy of the name of the head enterprise.

Lululemon, who won the women's market in 2016, sounded the bugle call to enter the male market. The reason for its decision is a performance analysis report from fiscal year 2015.

Thanks to the hot selling of ABC men's trousers, Lululemon

Market revenue increased by 17% in the fourth quarter of the year, and increased by 15% over the whole year.

01

Nike can't sit still.

Lululemon has begun to harvest male consumers in the market, so that Nike can see new business growth.

In January 2019, Nike officially launched the first male Yoga equipment. It was interpreted by the media as Nike and Lululemon to compete for the Yoga market.

Obviously, Lululemon touches the core interests of Nike.

As the leading brand in the sports market, more than 60% of Nike's products are male.

Although Nike launched the Female Yoga product in 2017, Nike did not build yoga as a series of products at that time.

At this time, Nike is willing to gather fitness stars, Paralympic track and field athletes, WNBA stars and skateboard athletes to create an advertising campaign for their yoga products, which highlights the Nike's overall scramble for the vertical segmentation of yoga.

Nike director Ryan Flaherty even claims that yoga is a basic training program for all professional athletes.

Nike's attitude towards yoga is arrogant and respectful.

Nike, famous for basketball, did not pay much attention to the field of Yoga until 2017. Although Lululemon had more than 400 offline stores in the North American market, and global sales exceeded $2 billion, the proportion of Lululemon revenue showed that female consumers provided more than 80% of revenue for Lululemon, and it is a well deserved main force.

Nike also put forward "her economy" in 2014, but it was restrained by the original consumer groups. Nike's "her economy" strategy did not make much progress.

Therefore, in 2017, although Nike first entered the Yoga market, its products mainly focused on women's sports underwear, and the series of yoga products were not launched.

The reason why Nike has not paid enough attention to the rapid growth of Lululemon's pre market is related to the history of Lululemon itself.

Lululemon, founded in 1998, has caught up with the fashionable clothing style of Athleisure. This style of dress that combines functional and fashionable clothing fills the market gap of the lack of popular elements in sports costumes.

Lululemon's clothing designed for women's yoga exercises is almost the same as the rise of fashion and sporty style in fashion.

Thanks to the popularity of entertainment stars in sports and leisure wear, Lululemon has been in the vogue of the fashion world and has successfully taken off.

In short, although Lululemon is positioning the women's yoga clothing market, its success is due to its demand for sports fashion rather than Yoga itself.

As the leader of the sports market, if yoga is becoming a global trend, Nike will not wait until 2019 to launch yoga as a series of products. After all, Nike knows that Lululemon's success is fashion instead of sports. Therefore, in the past history, Lululemon's market share has been expanded step by step.

After all, the core interests of Nike are not in the female market.

But when Lululemon now puts the male market in its future direction, Nike finally can't sit still.

02

Lululemon is in the firing line.

The reason why Lululemon didn't attract Nike's counterattack was not related to its consistent marketing strategy.

Nike on the marketing level, pay attention to the appeal of athletes.

Lululemon, instead of spending money on signing celebrity endorsements, instead takes the yoga hall as the driving force, takes yoga instructors as the traffic entrance, and sells the brand by the coach's sales.

This practice has nothing to do with yoga.

Yoga, a philosophical faction originating in India, was proved by the European and American countries in 2000 to be effective at the fitness level. After weakening its religious attributes, yoga was finally pformed into a fitness campaign to create quality of life.

This positioning made it hard to find a suitable top sports star to develop its market at the beginning of its birth. It is not a traditional competitive sport, but a philosophy of life.

Yoga shows its advantages in various aspects such as body plasticity, adjusting physiological balance, participating in low threshold and participating in high safety. It has quickly won the favor of women. Whether in Europe or the United States or in the country, the proportion of women in the yoga movement is 94%. The founder of Dennis Wilson, after capturing the key data of this market, quickly abandoned the 20 years of ski and surfing equipment manufacturing, focusing on the Female Yoga market, and finally proved the success of the pformation by the market. Lululemon

After nearly 20 years of market cultivation, Lululemon stands out in the world's more than 1.1 thousands of enterprises engaged in the production of Yoga equipment, the yoga pants made of nylon and Lycra fibers as raw materials, "meet the needs of multi scene wear," Lululemon chief product officer Sun Choe said, "it can not only enable consumers to do yoga exercises, but also enable consumers to wear shopping and shopping."

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At the same time, another problem is that Lululemon's development of the female market has been limited with the passage of time.

Although its market sales broke through 2 billion US dollars in 2016, its growth rate has entered a stable period from 2016 to 2016. It did not reproduce the magic of the compound growth rate of 52% from 2004 to 2015. This forced the bank to respond, and continued to search for new sales growth points after continuing to deepen the female market. However, the male market, which had been neglected before, began to take shape with the growth of the Millennials.

Unlike traditional men, men who grow up in the millennial generation pay more attention to their external performance.

Sales data of Tmall, Jingdong and other e-commerce platforms show that men's consumers significantly increased after 2016, with women as the main consumer mask and cosmetics.

In 2018, the first financial business data center (CBNData) released the "2018 online sports consumption trend big data report" shows that with the coming of the national sports health boom, young people's awareness of exercise and fitness has improved, and sports mode has begun to break through the gender restrictions. Traditional women's fitness methods such as dance, yoga and so on are being pursued by more and more men. Among them, yoga ranks the second highest in the 2016 to 2018 years, ranking next to diving.

In the face of this change, the brand recognition degree established by Lululemon in the early female market helped to quickly occupy the male market. From 2015 to 2018, Lululemon's sales in the male market maintained an average annual growth rate of 20%, and its total sales exceeded 330 million dollars. Its CEO Stuart Haselden believes that by 2020, the total sales of the male Yoga market will reach 1 billion dollars.

03

Market segmentation in spring?

Before the emergence of Nike as the representative of all sports equipment suppliers, there are many leaders in every sports market.

UMBRO in football, basketball in CONVERSE, Callaway in golf.

But with the rise of Nike, UMBRO, CONVERSE and Callaway were defeated in the brutal market competition and lost to Nike in their respective fields.

Can Lululemon break the monopoly of the former as the head of the Yoga market?

Foreign media said that after decades of development in sports industry, the bonus of Nike all sports equipment suppliers has already bottomed out. With the sports market becoming more and more subdivided, Lululemon will break the monopoly of enterprises such as Nike and Adidas in the near future, and will completely defeat the challengers in the Yoga market.

But Forbes magazine believes that Lululemon may not be cheap in the market competition, because its competitors are not only from the sports market Nike, Under Armour and other brands, but also have the same main sports and leisure Calvin Klein, Gap and other fashion brands.

"Lululemon's pricing power in the Yoga market is being broken."

In the article "whether Lululemon has lost its aura", the author points out that the promotion strategy of Lululemon vertical to the community has not established a competitive barrier and is easy to be duplicated. "Low price competitors are nibbling the market share of Lululemon."

No matter whether Lululemon can defeat its competitors in the market competition and retain its dominant position in the Yoga field, it is an undisputable fact that yoga, as a fitness exercise, will attract more people in the future with the entry of Nike.

This is not necessarily bad news for Lululemon.

Nike has more powerful appeal and influence than Lululemon in the sports market. With the development of Nike Yoga market, the whole yoga industry will benefit from it. Lululemon, as the leader of the industry, will surely benefit from the promotion of the Yoga market from the middle and the side of the Yoga market.

If Lululemon takes the lead, it may be able to develop its own market share in the sports market just like the fashion and leisure sports in the fashion industry.

Of course, in view of the experience of UMBRO, CONVERSE and other brands, Lululemon really wants to split the cup from Nike, which is still a bit dangerous.

If you don't change your past marketing strategy, it is not impossible for Lululemon to be knocked down by Nike in his best area. After all, compared with the developed market, those who have never set foot in yoga are the vast blue sea. Whoever can take the lead in capturing them is the last winner in the competition.

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