Lululemon Sign Chu Xiao To Become China's First Spokesperson To Increase Male Market Promotion

In April 16th, lululemon announced that young actor Qu Chuxiao served as the brand spokesperson, who played one of the leading roles in the movie "wandering planet" at the box office record of the 2019 year old.

Lululemon said in an official press release, "Qu Chu Xiao does not enter into sports, he is full of confidence and the spirit of striving for goals is consistent with the brand concept.

This connection with Qu Chu Xiao also hopes to inspire more people to participate in the positive lifestyle of sports.

The sponsorship of the endorsement revealed two signals.

First, lululemon, who has always been independent and does not adopt a spokesperson, seems to have begun to adopt a more popular and marketable behavior.

Second, lululemon will expand the male market in China.

Lululemon calls their expansion a "disciplined way". They usually use them closer to the local customers' channels to get them to contact the products, establish a more real relationship, do not use overwhelming advertisements, and have no high-profile spokesmen.

In cooperation with star actors, lululemon has been very cautious. From Chen Yao to Xin Zhi Lei to He Sui, who appeared together with Qu Chu Xiao, in all official expressions, he appeared as ambassador, community partner or guest.

This is the first time lululemon has put forward a spokesperson in China.

It seems that we can see lululemon's emphasis on Qu Chu Xiao and some changes in his way of promotion.

In addition, the cooperation between lululemon and artistes in the past was mostly in the range of female artists. As a male Qu Chu Xiao became the spokesperson of lululemon, marking the Canadian brand to expand the male market in China.

This is in line with lululemon's actions and ambitions in the North American market and the global market.

In March 12th, Nick Fowles, the former Quartermaster of Philadelphia hawks, and Nick Foles, who won the fifty-second Super Bowl MVP, became the first Lululemon male professional athlete ambassador.

The company's previous goal was to achieve $1 billion in sales of male products in 2020, accounting for 25% of the total target revenue.

At present, the male product line accounts for a slightly higher proportion of Lululemon's revenue than 20%.

Lululemon chief executive Calvin MacDonald (Calvin McDonald) said earlier that the company was already taking relevant measures. "We firmly believe that Lululemon can become a bisexual brand. Our male business can eventually be as big as that of women."

Obviously, under such a goal, China's male market also needs to be further increased.

It can be seen from the official press release that the signing of the contract is also a marketing activity with the April 30th lululemon Tmall super brand day event. Lululemon said, "Qu Chu Jiang joined hands with the special guest ho Sui to lead 300 hot sweats to celebrate our double eleven."

In 2018, lululemon's electricity business in China grew by more than 150%, and Macdonald believes that in the next few years, China's online channel sales will account for 50% of the total business.

In fiscal year 2018, Lululemon achieved a revenue of $3 billion 300 million, an increase of 25% over the previous year, a net profit of 484 million US dollars and a gross profit margin of 55.2%, an increase of 240 basis points over the previous year.

Especially in the fourth quarter of fiscal year 2018, Lululemon's revenue reached $1 billion 200 million, an increase of 27% compared with the same period last year, and the gross profit margin was as high as 57.3%.

Author: Liu Nanqi