Nyob rau hauv xyoo tas los no, cov haujlwm qoj ib ce tau hloov zuj zus dhau qhov "yoga," uas, vim nws cov txiaj ntsig kev noj qab haus huv thiab kev thov zam, tau txais kev nyiam sai sai tab sis tau dhau los ua tsis tshua muaj hnub nyoog ntawm kev txhawb nqa kev noj qab haus huv hauv tebchaws. Qhov kev hloov no tau ua rau txoj hauv kev rau cov khaub ncaws yoga zoo li Lululemon thiab Alo Yoga.
Raws li Statista, lub ntiaj teb yoga hnav kev lag luam yuav tsum ua kom tau $ 37 nphom hauv cov nyiaj tau los, nrog kev kwv yees nce mus txog $ 42 nphom los ntawm 2025. Txawm tias muaj kev lag luam loj, muaj qhov sib txawv tseem ceeb hauv kev muab rau cov txiv neej yoga khaub ncaws. Qhov feem pua ntawm cov txiv neej koom nrog yoga tau nce tsis tu ncua, thiab cov npe xws li Lululemon tau pom feem pua ntawm cov txiv neej cov neeg siv khoom tau nce los ntawm 14.8% thaum Lub Ib Hlis 2021 txog 19.7% thaum lub Kaum Ib Hlis ntawm tib lub xyoo. Tsis tas li ntawd, Google Trends cov ntaub ntawv qhia tau hais tias kev tshawb fawb "txiv neej yoga" yog ze li ib nrab ntawm cov poj niam yoga, qhia txog qhov xav tau tseem ceeb.
Vuori, ib hom khoom lag luam uas tau pib los ntawm kev tsom mus rau qhov kev lag luam tsis muaj txiaj ntsig nrog cov txiv neej yoga hnav, tau nqis peev rau qhov sib txawv no. Txij li thaum nws tau tsim nyob rau hauv 2015, Vuori tau nce sai sai rau $ 4 billion tus nqi, ruaj khov tsim nws tus kheej ntawm cov neeg sib tw sab saum toj. Nws lub vev xaib tau pom kev ruaj khov, nrog ntau dua 2 lab mus ntsib hauv peb lub hlis dhau los. Vuori txoj kev tshaj tawm kev tshaj tawm kuj tau nce zuj zus, nrog rau 118.5% nce hauv kev tshaj tawm xov xwm lub hli tas los, raws li GoodSpy cov ntaub ntawv.
Vuori's Brand thiab Product Strategy
Vuori, tsim nyob rau hauv 2015, yog ib lub npe tshiab uas hais txog "kev ua tau zoo" nam ntawm nws cov khaub ncaws. Cov khoom lag luam yog tsim los nrog cov yam ntxwv xws li ya raws-wicking, ceev-drying, thiab tsw kuj. Tsis tas li ntawd, ib feem tseem ceeb ntawm Vuori cov khaub ncaws yog tsim los ntawm cov paj rwb organic thiab cov ntaub siv dua tshiab. Los ntawm qhov tseem ceeb ntawm "kev coj ncaj ncees" cov txheej txheem tsim khoom thiab cov khoom siv ruaj khov, Vuori txhim kho tus nqi ntawm nws cov khoom thiab ua haujlwm nws tus kheej ua lub luag haujlwm hom.
Txawm hais tias lub hom phiaj qub tau tsom mus rau cov txiv neej yoga hnav, Vuori tam sim no muaj ntau yam khoom siv thoob plaws 14 pawg rau cov txiv neej thiab poj niam. Lawv lub hom phiaj cov neeg tuaj saib tsom iav ntawm Lululemon - cov neeg siv khoom nruab nrab uas muaj txiaj ntsig zoo rau cov khoom lag luam thiab txaus siab los nqis peev hauv cov khoom lag luam zoo, tsim kev ncaj ncees. Vuori tus nqi lub tswv yim qhia txog qhov no nrog rau feem ntau ntawm lawv cov khoom raug nqi ntawm $ 60 thiab $ 100, thiab ib qho me me nqi siab dua $ 100.
Vuori tseem paub txog nws qhov tseem ceeb ntawm kev pabcuam cov neeg siv khoom. Nws categorizes nws cov khoom raws li tsib yam kev ua ub no - kev cob qhia, surfing, khiav, yoga, thiab sab nraum zoov mus ncig teb chaws - pab cov neeg muas zaub paub ntau yuav khoom. Txhawm rau txhawb nqa kev ntseeg siab, Vuori tau tshaj tawm cov haujlwm xws li V1 Influencer Program thiab ACTV Club, uas muab cov luv nqi tshwj xeeb thiab nkag mus rau kev cob qhia kev cob qhia rau cov tswv cuab.
Vuori's Social Media Marketing
Kev tshaj xov xwm ua lub luag haujlwm tseem ceeb hauv Vuori lub tswv yim kev lag luam. Lub hom lag luam tau nce 846,000 tus neeg ua raws thoob plaws lub platform xws li Instagram, Facebook, thiab TikTok, siv cov channel no los txhawb kev koom tes nrog cov neeg muaj kev cuam tshuam, kev lag luam duab kos duab, thiab cov chav kawm kev noj qab haus huv. Kev vam meej ntawm cov hom lag luam zoo li Lululemon tshuav nqi ntau rau lawv cov kev tshaj tawm hauv zej zog, thiab Vuori tau ua raws li nws tus kheej loj hlob hauv kev tshaj tawm xov xwm.
Vuori's Advertising Strategy
Vuori txoj kev tshaj tawm kev tshaj tawm tau ruaj khov, nrog kev thawb loj tshaj plaws tshwm sim thaum lub Cuaj Hli thiab Kaum Ib Hlis txhua xyoo. Raws li GoodSpy cov ntaub ntawv, kev tshaj tawm kev lag luam siab tshaj plaws tau tshwm sim nyob rau lub Cuaj Hli, uas qhia txog 116.1% kev loj hlob ntawm lub hli. Lub hom phiaj tseem ceeb tau nce nws qhov kev tshaj tawm hauv lub Ib Hlis, nce 3.1% ntawm lub hli dhau los.
Feem ntau ntawm Vuori cov kev tshaj tawm raug xa tawm los ntawm Facebook, nrog rau kev sib txawv ntawm ntau qhov kev tshaj tawm. Tshwj xeeb tshaj yog, Messenger pom nws qhov kev sib faib tau nce rau lub Ib Hlis, ua rau 24.72% ntawm tag nrho cov tshaj tawm.
Hauv cheeb tsam, Vuori feem ntau yog tsom rau Tebchaws Meskas, Canada, thiab United Kingdom - cov cheeb tsam uas ua lag luam yoga thoob ntiaj teb. Thaum Lub Ib Hlis, 94.44% ntawm Vuori qhov kev tshaj tawm kev lag luam tau tsom mus rau Asmeskas, ua raws nws txoj haujlwm tseem ceeb hauv kev lag luam thoob ntiaj teb.
Hauv cov ntsiab lus, Vuori lub tswv yim tsom rau cov txiv neej yoga khaub ncaws, kev tsim khoom ruaj khov, thiab kev tshaj tawm kev lag luam, ua ke nrog cov phiaj xwm kev tshaj tawm, tau txhawb nqa lub hom phiaj kom ua tiav, tso nws ua tus neeg ua si loj hauv kev loj hlob yoga hnav ua lag luam.
Tus txiv neej Yoga hnav cov khoom lag luam twg zoo ib yam li Vuori?
Thaum tab tom nrhiav rau cov khoom siv qoj ib ce uas zoo sib xws rau Gymshark, ZIYANG yog qhov kev xaiv tsim nyog xav txog. Nyob rau hauv Yiwu, cov khoom lag luam peev ntawm lub ntiaj teb, ZIYANG yog lub koom haum yoga hnav ua haujlwm uas tsom rau kev tsim, tsim khoom, thiab kev muag khoom thawj chav kawm yoga hnav rau cov khoom lag luam thoob ntiaj teb thiab cov neeg siv khoom. Lawv seamlessly muab craftsmanship thiab innovation los tsim high-zoo yoga hnav uas xis, fashionable, thiab tswv yim. ZIYANG txoj kev mob siab rau kev ua tau zoo yog pom nyob rau hauv txhua txoj kev xaws, kom ntseeg tau tias nws cov khoom tshaj li cov qauv kev lag luam siab tshaj plaws.Hu rau tam sim ntawd
Post lub sij hawm: Jan-04-2025
