01
Kuyambira pakukhazikitsidwa mpaka mtengo wamsika woposa 40 biliyoni wa US dollars
Zinangotenga zaka 22 zokha
Lululemon inakhazikitsidwa mu 1998. Ndikampani yolimbikitsidwa ndi yoga ndikupanga zida zamasewera zapamwamba za anthu amakono. Amakhulupirira kuti "yoga si masewera olimbitsa thupi okha pa mphasa, komanso chizolowezi chokhala ndi moyo komanso filosofi yoganizira." M’mawu osavuta, kumatanthauza kulabadira umunthu wanu wamkati, kulabadira zimene zikuchitika panopa, ndi kuzindikira ndi kuvomereza maganizo anu enieni popanda kupanga chiweruzo.
Zinatenga Lululemon zaka 22 zokha kuchokera pa kukhazikitsidwa kwake mpaka mtengo wamtengo wapatali wa $ 40 biliyoni. Simungamve kuti zili bwino pongoyang'ana manambala awiriwa, koma mupeza powafananiza. Zinatenga zaka za Adidas zaka 68 ndi Nike zaka 46 kuti zifike kukula kumeneku, zomwe zimasonyeza momwe Lululemon yakhalira mofulumira.
Lululemon a mankhwala luso anayamba ndi "chipembedzo" chikhalidwe, kulunjika akazi ndi mkulu ndalama mphamvu, maphunziro apamwamba, zaka 24-34, ndi kufunafuna moyo wathanzi monga mtundu chandamale ogula. Mathalauza a yoga amawononga pafupifupi ma yuan 1,000 ndipo amatchuka mwachangu pakati pa azimayi owononga ndalama zambiri.
02
Tsatirani mwachangu ma media ochezera padziko lonse lapansi
Njira yotsatsa imayenda bwino
Mliriwu usanachitike, madera odziwika kwambiri a Lululemon adakhazikika m'masitolo osapezeka pa intaneti kapena pamisonkhano ya mamembala. Mliriwu utayamba ndipo ntchito za anthu osapezeka pa intaneti zidaletsedwa, gawo latsamba lawo loyang'aniridwa bwino latsamba lochezera pa intaneti lidayamba kutchuka, ndipomtundu wathunthu wotsatsa wa "product outreach + lifestyle solidification" idakwezedwa bwino pa intaneti.Pankhani ya chikhalidwe cha anthu, Lululemon adagwiritsa ntchito zoulutsira mawu padziko lonse lapansi:
No.1 Facebook
Lululemon ali ndi otsatira 2.98million pa Facebook, ndipo akauntiyi imangotumiza zotulutsa, nthawi zotseka sitolo, zovuta monga #globalrunningday Strava kuthamanga mpikisano, zambiri zothandizira, maphunziro osinkhasinkha, ndi zina zambiri.
2 Youtube
Lululemon ali ndi otsatira 303,000 pa YouTube, ndipo zomwe zatumizidwa ndi akaunti yake zitha kugawidwa motere:
Imodzi ndi "kuwunika kwazinthu & hauls | lululemon", yomwe ikuphatikizapo ma bloggers 'unboxing ndi ndemanga zonse za mankhwala;
Imodzi ndi "yoga, sitima, makalasi apanyumba, kusinkhasinkha, run|lululemon", yomwe makamaka imapereka maphunziro ndi maphunziro a mapulogalamu osiyanasiyana ochita masewera olimbitsa thupi - yoga, mlatho wa chiuno, masewera olimbitsa thupi kunyumba, kusinkhasinkha, ndi kuyenda mtunda wautali.
No.3 Instagram
Lululemon yapeza otsatira oposa 5 miliyoni pa INS, ndipo zambiri zomwe zimasindikizidwa pa akauntiyi ndi za ogwiritsa ntchito kapena mafani omwe akuchita nawo malonda ake, komanso mfundo zazikulu za mpikisano.
No.4 Tiktok
Lululemon yatsegula maakaunti osiyanasiyana a matrix pa TikTok malinga ndi zolinga zosiyanasiyana za akaunti. Akaunti yake yovomerezeka ili ndi otsatira ambiri, omwe pakadali pano ali ndi otsatira 1,000,000.
The mavidiyo anamasulidwa ndi Lululemon a nkhani boma makamaka anawagawa m'magulu anayi: mankhwala oyamba, kulenga mafilimu lalifupi, yoga ndi olimba sayansi kutchuka, ndi nkhani m'dera. Nthawi yomweyo, kuti mugwirizane ndi zomwe TikTok ali nazo, zinthu zambiri zamakono zimawonjezedwa: kugawanika kwazithunzi za duet, zodula zobiriwira pofotokozera zinthu, komanso kugwiritsa ntchito mawonekedwe amaso kuti chinthucho chikhale munthu woyamba pomwe chinthucho ndi poyambira.
Pakati pawo, kanema wokhala ndi mtengo wapamwamba kwambiri amagwiritsa ntchito utoto wamafuta womwe wakhala wotchuka kwambiri pa intaneti posachedwa ngati chimango chachikulu. Amagwiritsa ntchito matayala a yoga ngati skateboard, fosholo yopaka mafuta ngati burashi, mathalauza a lululemon yoga ngati utoto, ndi pamwamba pake atakulungidwa mu duwa monga kukongoletsa. Kupyolera mu kusintha kwa flash, kumapereka maonekedwe a bolodi panthawi yonse ya "kupenta".
Kanemayo ndi wanzeru pamutu komanso mawonekedwe, ndipo amagwirizana ndi zomwe adapanga komanso mtundu wake, zomwe zakopa chidwi cha mafani ambiri..
Influencer Marketing
Lululemon anazindikira kufunika komanga chizindikiro kumayambiriro kwa chitukuko chake.Inamanga gulu la KOLs kuti lilimbikitse kupititsa patsogolo lingaliro la mtundu wake ndipo motero kukhazikitsa ubale wautali ndi ogula.
Kazembe wamakampaniwa akuphatikiza aphunzitsi am'deralo a yoga, ophunzitsa masewera olimbitsa thupi komanso akatswiri amasewera m'deralo. Chikoka chawo chimathandiza Lululemon kupeza ogula amene amakonda yoga ndi kukongola mofulumira ndi molondola.
Akuti pofika chaka cha 2021, Lululemon ali ndi akazembe 12 padziko lonse lapansi komanso akazembe 1,304 a sitolo. Akazembe a Lululemon ayika mavidiyo okhudzana ndi mankhwala ndi zithunzi pazambiri zapadziko lonse lapansi, ndikukulitsa mawu amtunduwu pazachikhalidwe.
Kuphatikiza apo, aliyense ayenera kukumbukira zofiira pamene gulu la dziko la Canada linawonekera pa Winter Olympics. Ndipotu, kuti anali pansi jekete opangidwa ndi Lululemon. Lululemon adadziwikanso pa TikTok.
Lululemon adayambitsa kutsatsa kwa TikTok. Othamanga ochokera ku timu yaku Canada adayika yunifolomu yatimu yawo yotchuka pa TikTok #teamcanada ndikuwonjezera hashtag #Lululemon#.
Kanemayu adatumizidwa ndi skier waku Canada Elena GASKELL pa akaunti yake ya TikTok. Muvidiyoyi, Elena ndi anzake adavina nyimbo atavala zovala za Lululemon.
03
Pomaliza, ndikufuna kunena
Chizindikiro chilichonse chomwe chimadziwika bwino kwa anthu sichingasiyanitsidwe ndi chidziwitso chozama cha ogula ndi njira zamakono zotsatsa malonda.
M'zaka zaposachedwa, mitundu yovala ya yoga yakhala ikugwiritsa ntchito kwambiri malo ochezera a pa Intaneti potsatsa, ndipo izi zachitika mwachangu padziko lonse lapansi. Kutsatsa kudzera m'malo ochezera a pa Intaneti kumathandiza kukulitsa chidziwitso cha mtundu, kukopa omvera, kuonjezera malonda, ndikupanga makasitomala okhulupirika. Pamsika wampikisano wapadziko lonse uwu,kutsatsa kwapa media media kumapereka mwayi wapadera ndipo kumabweretsa zabwino zambiri kumakampani.
Ndi chitukuko cha malo ochezera a pa Intaneti ndi kusintha kwa machitidwe a ogwiritsa ntchito, ogulitsa zovala za yoga ndi makampani akuyenera kupitiriza kuphunzira ndi kusintha, ndikusintha nthawi zonse ndikukonza njira zotsatsa. Nthawi yomweyo, akuyeneranso kugwiritsa ntchito mokwanira maubwino ndi mwayi wamasamba ochezera monga TikTok, Facebook, ndi Instagram, ndikukhazikitsa chithunzi champhamvu, kukulitsa gawo la msika, ndikukhazikitsa maulalo apafupi ndi ogwiritsa ntchito padziko lonse lapansi pokonzekera mosamalitsa ndikugwiritsa ntchito njira zotsatsa zapa media media.
Nthawi yotumiza: Dec-26-2024
