Lululemon tau txais cov khoom siv qoj ib ce hauv tsev 'Daim iav' hauv xyoo 2020 los txhawb nqa "hybrid workout model" rau nws cov neeg siv khoom. Peb xyoos tom qab ntawd, lub npe kis las yog tam sim no tshawb nrhiav muag Daim iav vim tias kev muag khoom kho vajtse tsis pom nws qhov kev muag khoom. Lub tuam txhab tseem tab tom nrhiav kom rov qhib nws cov digital thiab app-raws li kev muab Lululemon Studio (uas kuj tau tsim tawm xyoo 2020) hloov nws cov khoom siv yav dhau los-centric qhov chaw nrog cov kev pabcuam digital app.
Tab sis hom khoom siv dag zog dab tsi ua lub tuam txhab cov neeg siv khoom nyiam yuav?
Raws li YouGov Profiles - uas suav nrog cov pej xeem, psychographic, attitudinal thiab kev coj tus cwj pwm cov neeg siv khoom ntsuas - 57% ntawm Lululemon cov neeg siv khoom tam sim no lossis cov neeg Asmeskas uas xav txog kev yuav khoom los ntawm hom tsis tau yuav cov khoom siv gym hauv 12 lub hlis dhau los. Ntawm cov neeg uas muaj, 21% tau xaiv cov khoom hnyav dawb. Los ntawm kev sib piv, 11% ntawm cov pej xeem hauv Teb Chaws Asmeskas tau yuav cov khoom siv gym no hauv 12 lub hlis dhau los los ua haujlwm tawm thiab tawm dag zog hauv lub gym lossis hauv tsev.
Tsis tas li ntawd, 17% ntawm Lululemon cov neeg tuaj saib thiab 10% ntawm cov pej xeem Asmeskas feem ntau yuav cov tshuab plawv lossis cov khoom siv xws li cov tsheb kauj vab.
Peb kuj tshawb nrhiav YouGov cov ntaub ntawv los saib seb lawv xav txog dab tsi thaum yuav khoom siv gym los siv hauv gym lossis hauv tsev. Cov ntaub ntawv qhia tau hais tias kev xav tau kev tawm dag zog thiab qhov yooj yim ntawm kev siv cov khoom siv gym yog qhov tseem ceeb tshaj plaws uas pab pawg no xav txog thaum yuav cov khoom siv gym (22% thiab 20% feem).
Rau cov pej xeem Asmeskas, qhov yooj yim ntawm kev siv cov khoom siv gym thiab tus nqi yog qhov tseem ceeb tshaj plaws thaum yuav khoom siv gym (10% txhua).
Tsis tas li ntawd, 57% ntawm Lululemon cov neeg tuaj saib thiab 41% ntawm cov pej xeem tsis tau yuav cov khoom siv gym hauv 12 lub hlis dhau los.
Thaum nws los txog rau hom kev koom tes hauv gym Lululemon cov neeg tuaj saib tam sim no muaj, 40% ua haujlwm tawm ntawm lawv tus kheej. Lwm 32% muaj kev koom tes hauv gym thiab 15% ntawm lawv muaj kev tso npe online lossis hauv tsev them nyiaj rau kev npaj qoj ib ce lossis chav kawm ua haujlwm. Nyob ib ncig ntawm 13% ntawm cov neeg tuaj saib no muaj kev tso npe rau lub studio tshwj xeeb lossis chav kawm tshwj xeeb xws li kickboxing thiab spinning.
Cov ntaub ntawv profile ntxiv qhia tau hais tias 88% ntawm Lululemon cov neeg siv khoom tam sim no lossis cov neeg uas yuav xav txog kev yuav khoom los ntawm cov khoom lag luam pom zoo nrog cov lus hais tias lawv "xav tau lub tswv yim kom haum thiab noj qab nyob zoo." Cov neeg siv khoom lag luam, 80%, pom zoo nrog cov lus hais tias "nws yog ib qho tseem ceeb rau (lawv) kom muaj lub cev ua haujlwm hauv (lawv) lub sijhawm so" thiab 78% ntawm lawv pom zoo tias lawv xav kom lawv "ua haujlwm ntau dua."
Ntxiv rau cov khaub ncaws kis las, Lululemon kuj tseem muaj cov khoom siv xws li lub plawv dhia saib ntawm nws cov npe sub, Lululemon Studio. Raws li Profiles, 76% ntawm Lululemon cov neeg tuaj saib pom zoo nrog cov lus hais tias "cov khoom siv hnav tuaj yeem txhawb kom tib neeg noj qab nyob zoo." Tab sis 60% ntawm pab pawg no kuj pom zoo nrog cov lus hais tias "kev siv tshuab siv tau yog kim heev."
Post lub sij hawm: Aug-02-2023
