Well Done In China, Lululemon Opened Fourth Stores In 2019.

Canadian sports leisure brand Lululemon (Lulu lemon) opened in the Mixc, Xiamen in March 29th, with an area of more than 250 square meters.

This is the fourth new store that Lululemon added in 2019. It is also the first Lululemon in Fujian.

It is understood that Avril, Jennifer Jana, Bokiy, Xiao Si, Kate Hudson and other stars are lululemon's "hard core fans".

Lululemon, the brand originated in Vancouver, Canada in 1998, is inspired by the high-tech yoga movement. It has been popular in Canada and the United States. It is the first choice for people to do yoga and fitness exercises.

At the end of 2016, the brand officially entered the mainland of China.

Referring to relevant information, it is found that Lululemon, a Lululemon store in the Mixc, Xiamen today, has reached 25 stores in China.

Among them, there are 7 in Shanghai, 3 in Beijing, 2 in Chengdu, 2 in Guangzhou, 1 in Shenzhen, 1 in Nanjing, 4 in Hongkong, 2 in Taiwan, 1 in Macao, 1 in 1, and 1 in 1.

Lululemon will continue to expand the Chinese market in the future.

Looking at the foreign brands entering China, we can see that Lululemon, which is expanding the global market, has been doing well in China.

In the second quarter of 2018, Lululemon increased by 55% compared to the same period in the Asian market. The electricity business in the Chinese market increased by more than 200% over the same period last year, pushing the total sales volume of the company's electricity suppliers up 48%, and the total sales increased by 25%.

Lululemon was founded in 1998 by Chip Wilson, founder of Canada, specializing in the sale of Yoga sportswear.

It wasn't until November 2000 that Lululemon first owned its own shop near the Kitsilano beach in Vancouver.

Chip Wilson is an ambitious business entrepreneur and marketing genius. He has chosen to work with yoga instructors or fitness coaches around the world to invite them to be brand ambassadors by providing free clothing for one year.

With this innovation promotion mode and sponsorship of community yoga courses, Lululemon quickly accumulated huge fans.

Lululemon does not have a marketing department, nor does it advertise.

At first, Lululemon used the money of marketing to cooperate with yoga instructors, provide them with free costumes, and sponsor community yoga courses to achieve the goal of marketing.

In addition, Lululemon is also making a big effort through collective Yoga activities.

For example, in June 2017, more than 5000 yoga enthusiasts gathered at the Olympic Forest Park in Beijing for a spectacular Yoga Party.

Combing the opening of Lululemon stores in China, it can be found that before entering a new market, the brand will usually pass on its core idea by creating exhibition hall and community curriculum, so as to attract people who love sports and explore the market.

At the beginning, Lululemon attracted female consumers, but since 2014, the brand has seen the potential of the male market and has begun to focus on male consumer groups.

In addition to yoga dress, this product has also added different sports lines, such as running, cycling, training and other sports apparel and sports accessories for men's women.

In addition, Lululemon just released its fourth quarter financial report in fiscal 2018 yesterday.

In the three months ended February 3, 2019, global revenue grew 26% to $1 billion 170 million over the same period, exceeding analysts' expectations of $1 billion 150 million.

Lululemon chief operating officer Stuart Haselden (Stuart Haselden) mentioned that the company's operating profit margin during the period was as high as 21.5%, two years ahead of schedule.

In the 2018 fiscal year, Lululemon revenue increased 24% to $3 billion 290 million compared to the same period last year, with net profit of $484 million for the whole year, and 46% of e-commerce revenue.

And not long ago (March 18th), Lululemon announced that the brand China official website had been reopened after shutting down and refurbished, showing a better visual effect and richer content for consumers browsing at the computer side.

At the same time, the brand store and the official flagship store are fully synchronized.

In addition, Lululemon, started from women's fitness apparel, has been pushing the male market in recent years to cope with the fierce competition environment.

According to the latest financial results, CEO Calvin MacDonald said that the expansion of men's clothing is the biggest growth area of the brand in the future.

At present, the Canadian brand product line extends from yoga equipment to outdoor, running and life categories, and even into the field of body care, providing antiperspirants and moisturizing cream products.

In 2019, Lululemon also planned to open 40-50 new self operated stores, 25-30 of which will be opened to the international market represented by China.