Lululemon Temporarily Shut Down Stores And Set Up Live Group In Such Platforms As Jitter.

In the afternoon of February 5th, the lululemon (demand area: 200-350 square meters, 23 shopping centers and 10 planned for this year) released a message that the lululemon will temporarily shut down 29 stores in mainland China based on recent public health considerations in preventing the epidemic, including 5 in Beijing, 9 in Shanghai, 2 in Chengdu, 3 in Guangzhou, 3 in Shenzhen, and 1 in Chongqing, Xi'an, Xiamen, Shenyang, Hangzhou, Hangzhou, and Hangzhou.

The opening time of stores in Wuhan is tentatively scheduled for February 14th, and the rest of the stores will be resumed in February 10th. The actual opening hours will be based on actual notification.

At the same time, lululemon also announced in the WeChat public number. During this special period, lululemon set 28 national sports ambassadors and team members to set up live group on the platform of jitter, Keep fitness App and so on, to provide online yoga courses for Chinese consumers.

According to the GymSquare scouring report, the gym, including Wade, PURE Fitness, super gorilla, SPACE and Shape, has also been declared closed. The opening time has been postponed to sixteen in the first month of February 9th. Many brands have turned to online live broadcasting, and achieved good results. For example, 190 thousand people watch online at the peak time of the super gorilla's shaking platform "super crouch" account, while the number of playlists on the quick play platform is 190 thousand million.

It is not hard to see that online live broadcasting is becoming an important link between gym and sportswear brands in maintaining users during the epidemic.

In other words, in mid January of this year, lululemon announced the appointment of Nikki Neuburger as the chief brand officer. Nikki Neuburger will be responsible for developing strategies for brand upgrading, leading marketing, creativity, communication and sustainability. Nikki Neuburger has worked in Nike for 14 years, and has served as global vice president of Nike running company, which is mainly responsible for product innovation and digital services, and has rich experience.

Some people think that lululemon regards Nike as a competitor.

As for yesterday, Nike also announced that it decided to close nearly 50% stores in China. The remaining stores will also shorten the business hours. Some people think that the Chinese market is one of the important markets of Nike. The store will have a substantial impact on the short-term performance of Nike. At this time, the layout of Nike on the China online market will be the key. It is reported that in addition to setting up China's official website, Nike has also set up an official flagship store in Tmall (now has more than 23 million 900 thousand fans), and has WeChat's official boutique and fitness experience rooms.

Lululemon also has high hopes for the Chinese market. Apart from opening dozens of offline stores, it has also laid out online channels. For example, last year, lululemon's Chinese official website opened an e-commerce service, with more than 1 million 130 thousand fans in Tmall's official flagship store.