Nkhani za anthu ochita masewera olimbitsa thupi omwe atchuka nthawi zonse zimakopa chidwi cha anthu. Ziwerengero monga Pamela Reif ndi Kim Kardashian zikuwonetsa kukhudzika kwakukulu komwe anthu olimbitsa thupi angagwiritse ntchito.
Maulendo awo amapitilira kupitilira chizindikiro chawo. Mutu wotsatira m'nkhani zawo zopambana ukukhudza zovala zolimbitsa thupi, makampani omwe akukula ku Europe ndi America.
Mwachitsanzo, Gymshark, mtundu wa zovala zolimbitsa thupi zomwe zidayamba mu 2012 ndi Ben Francis wazaka 19 wokonda masewera olimbitsa thupi, zidakhala zamtengo wapatali $1.3 biliyoni nthawi imodzi. Momwemonso, mtundu wa zovala za yoga waku North America Alo Yoga, mothandizidwa ndi osonkhezera ndi owatsatira, wapanga bizinesi yamasewera ndi malonda apachaka omwe amafika mazana mamiliyoni a madola. Othandizira ambiri ku Europe ndi America, akudzitamandira mamiliyoni a mafani, ayambitsa bwino ndikuwongolera zovala zawo zamasewera.
Chitsanzo chodziwika bwino ndi Christian Guzman, wachinyamata wolimbitsa thupi wochokera ku Texas. Zaka zisanu ndi zitatu zapitazo, adatengera kupambana kwa Gymshark ndi Alo popanga mtundu wake wamasewera - Alphalete. Pazaka zisanu ndi zitatu za ntchito yake yovala zolimbitsa thupi, tsopano waposa $100 miliyoni pazopeza.
Olimbikitsa zolimbitsa thupi amapambana osati pakupanga zinthu zokha komanso m'gawo la zovala zolimbitsa thupi, makamaka m'misika yaku Europe ndi America.
Zovala za Alphalete zidapangidwa kuti zigwirizane ndi matupi a ophunzitsa, pogwiritsa ntchito nsalu zoyenera pakuphunzitsa mphamvu. Njira yawo yotsatsa imaphatikizapo mgwirizano ndi olimbitsa thupi, zomwe zathandiza Alphalete kupanga malo ake pamsika wodzaza ndi masewera.
Atakhazikitsa bwino Alphalete pamsika, Christian Guzman adalengeza mu kanema wa YouTube mu Marichi kuti akukonzekera kukweza masewera olimbitsa thupi, Alphaland, ndikuyambitsa mtundu watsopano wa zovala.
Olimbikitsa olimbitsa thupi mwachilengedwe amakhala ndi zibwenzi zolimba ku zovala zolimbitsa thupi, malo ochitira masewera olimbitsa thupi, komanso chakudya chathanzi. Kukula kwachuma kwa Alphalete kopitilira $100 miliyoni mzaka zisanu ndi zitatu ndi umboni wa kulumikizanaku.
Monga ma brand ena omwe amayendetsedwa ndi mphamvu monga Gymshark ndi Alo, Alphalete adayamba ndi kulunjika omvera olimba, kulimbikitsa chikhalidwe cha anthu ammudzi, ndikusunga ziwopsezo zakukula koyambirira. Onse anayamba ngati amalonda wamba, achinyamata.
Kwa okonda masewera olimbitsa thupi, Alphalete mwina ndi dzina lodziwika bwino. Kuchokera pa logo yake yodziwika bwino ya mutu wa nkhandwe poyambilira mpaka gulu lodziwika bwino lazovala zazimayi za Amplify m'zaka zaposachedwa, Alphalete yadzipatula pamsika wodzaza ndi zovala zophunzitsira zofanana.
Kuyambira pomwe idakhazikitsidwa mu 2015, kukula kwa Alphalete kwakhala kochititsa chidwi. Malinga ndi a Christian Guzman, ndalama zomwe mtunduwo zapeza tsopano zapitilira $100 miliyoni, ndi maulendo opitilira 27 miliyoni patsamba lawo lovomerezeka chaka chatha, komanso malo ochezera a pa Intaneti omwe adapitilira 3 miliyoni.
Nkhaniyi ikufanana ndi ya yemwe adayambitsa Gymshark, zomwe zikuwonetsa momwe zimakulirakulira pakati pa mitundu yatsopano yolimbitsa thupi.
Pamene Christian Guzman adayambitsa Alphalete, anali ndi zaka 22 zokha, koma sikunali bizinesi yake yoyamba.
Zaka zitatu zapitazo, adapeza ndalama zake zoyambirira kudzera pa njira yake ya YouTube, komwe adagawana maupangiri ophunzitsira komanso moyo watsiku ndi tsiku. Kenako adayamba kupereka maphunziro a pa intaneti komanso malangizo azakudya, ngakhale kubwereka fakitale yaying'ono ku Texas ndikutsegula malo ochitira masewera olimbitsa thupi.
Pofika nthawi yomwe njira ya Christian pa YouTube idapitilira olembetsa miliyoni miliyoni, adaganiza zoyamba bizinesi yopitilira mtundu wake. Izi zidapangitsa kuti pakhale CGFitness, kalambulabwalo wa Alphalete. Pafupifupi nthawi yomweyo, adakhala chitsanzo cha mtundu wolimbitsa thupi waku Britain womwe ukukula mwachangu Gymshark.
Mouziridwa ndi Gymshark ndipo akufuna kupitilira chizindikiro cha CGFitness, Christian adasinthanso zovala zake kukhala Alphalete Athletics.
“Zovala zamasewera si ntchito, koma ndi chinthu, ndipo ogula amathanso kupanga malonda awoawo,” adatero Christian mu podcast. "Alphalete, wophatikizika wa 'alpha' ndi 'wothamanga,' cholinga chake ndikulimbikitsa anthu kuti adziwe zomwe angathe, kupereka zovala zapamwamba komanso zovala zatsiku ndi tsiku."
Nkhani zamabizinesi zamitundu yamasewera ndizosiyana koma zimagawana malingaliro amodzi: kupanga zovala zabwinoko zamagulu odziwika bwino.
Monga Gymshark, Alphalete adayang'ana achinyamata okonda masewera olimbitsa thupi kuti akhale omvera awo oyamba. Pogwiritsa ntchito maziko ake oyambira, Alphalete adalemba $ 150,000 pakugulitsa mkati mwa maola atatu atakhazikitsidwa, motsogozedwa ndi Christian ndi makolo ake panthawiyo. Ichi chinali chiyambi cha Alphalete kukula mofulumira njira.
Landirani Zovala Zolimbitsa Thupi ndi Influencer Marketing
Mofanana ndi kukwera kwa Gymshark ndi mitundu ina ya DTC, Alphalete amadalira kwambiri njira zapaintaneti, makamaka pogwiritsa ntchito malonda a e-commerce ndi malo ochezera a pa Intaneti kuti agwirizane mwachindunji ndi makasitomala, motero kuchepetsa njira zapakatikati. Mtunduwu umagogomezera kulumikizana kwa ogula, kapangidwe kake, ndi magwiridwe antchito, kuwonetsetsa kuti sitepe iliyonse kuchokera pakupanga zinthu kupita kumalingaliro amsika imakhudza makasitomala mwachindunji.
Zovala zolimbitsa thupi za Alphalete zimapangidwira makamaka okonda masewera olimbitsa thupi, zomwe zimakhala ndi mawonekedwe owoneka bwino omwe amalumikizana bwino ndi matupi othamanga komanso mitundu yowoneka bwino. Zotsatira zake ndi kuphatikiza kochititsa chidwi kwa zovala zolimbitsa thupi komanso matupi oyenerera.
Kupitilira pazogulitsa, Alphalete ndi woyambitsa wake, Christian Guzman, amapitiliza kupanga zolemba ndi makanema ambiri kuti awonjezere omvera awo. Izi zikuphatikizapo mavidiyo olimbitsa thupi omwe ali ndi Christian mu zida za Alphalete, maupangiri atsatanetsatane, ndemanga zamalonda, zoyankhulana ndi othamanga omwe amathandizidwa ndi Alphalete, ndi magawo apadera a "A Day in the Life".
Ngakhale zinthu zapadera zapaintaneti zimapanga maziko a chipambano cha Alphalete, kuyanjana ndi akatswiri othamanga komanso ma KOL olimba (Otsogolera Otsogolera) kumakweza kutchuka kwa mtunduwo.
Itangokhazikitsidwa, akhristu adagwirizana ndi olimbikitsa zolimbitsa thupi ndi ma KOLs kuti apange zinthu zapa TV zomwe zimalimbikitsa mtunduwo pamapulatifomu monga YouTube ndi Instagram. Mu Novembala 2017, adayamba kukhazikitsa "timu ya influencer" ya Alphalete.
Nthawi yomweyo, Alphalete adakulitsa chidwi chake ndikuphatikizanso zovala zachikazi. “Tinaona kuti maseŵera akukhala chizoloŵezi cham’fashoni, ndipo akazi ali ofunitsitsa kuloŵerera m’maseŵerawo,” anatero Christian pofunsidwa. "Masiku ano, zovala zamasewera za amayi ndizofunikira kwambiri kwa Alphalete, ndipo ogwiritsa ntchito akazi akuwonjezeka kuchoka pa 5% poyamba mpaka 50% tsopano. Kuwonjezera apo, malonda a zovala za amayi tsopano akuwerengera pafupifupi 40% ya malonda athu onse."
Mu 2018, Alphalete adasaina woyambitsa masewera olimbitsa thupi achikazi, Gabby Schey, kutsatiridwa ndi othamanga achikazi ena odziwika bwino komanso olemba mabulogu olimba monga Bela Fernanda ndi Jazzy Pineda. Pamodzi ndi izi, mtunduwo udapitilira kukweza mapangidwe ake ndikuyika ndalama zambiri mu R&D ya zovala za azimayi. Kutsatira kukhazikitsidwa bwino kwa ma leggings amasewera a azimayi otchuka, mndandanda wa Revival, Alphalete adayambitsa mizere ina yomwe ankafunidwa ngati Amplify ndi Aura.
Pamene Alphalete adakulitsa "gulu lachisonkhezero," idayikanso patsogolo kukhala ndi gulu lamphamvu. Kwa otsatsa masewera omwe akubwera, kukhazikitsa gulu lolimba ndikofunikira kuti tipeze msika wampikisano wampikisano wamasewera - mgwirizano pakati pa mitundu yatsopano.
Kuti athetse kusiyana pakati pa malo ogulitsa pa intaneti ndi anthu omwe alibe intaneti ndikupatsa ogula mwayi wokumana nawo maso ndi maso, gulu la Alphalete linayamba ulendo wapadziko lonse kudutsa mizinda isanu ndi iwiri ku Ulaya ndi North America mu 2017.
Ndi ogulitsa ati a Yoga omwe ali ndi mtundu wofanana ndi Alphalete?
Pamene mukuyang'ana wogulitsa zovala zolimbitsa thupi ndi khalidwe lofanana ndiAlphalete, ZIYANG ndi njira yoyenera kuiganizira. Ili ku Yiwu, likulu lazinthu zapadziko lonse lapansi, ZIYANG ndi fakitale yovala yoga yomwe imayang'ana kwambiri kupanga, kupanga, ndi kugulitsa zovala zapamwamba za yoga zamitundu ndi makasitomala apadziko lonse lapansi. Amaphatikiza ukadaulo ndi luso kuti apange zovala zapamwamba za yoga zomwe zimakhala zomasuka, zapamwamba, komanso zothandiza. Kudzipereka kwa ZIYANG pakuchita bwino kumawonekera pakusoka kulikonse, kuwonetsetsa kuti zogulitsa zake zimaposa miyezo yapamwamba kwambiri yamakampani.Lumikizanani nthawi yomweyo
Nthawi yotumiza: Jan-06-2025
