M'zaka zaposachedwa, ntchito zolimbitsa thupi zasintha kupitirira gawo la "yoga," lomwe, chifukwa cha ubwino wake wathanzi ndi kukopa kwa mafashoni, mwamsanga anapeza chidwi chambiri koma zakhala zochepa kwambiri m'zaka za kupititsa patsogolo masewera olimbitsa thupi. Kusinthaku kwatsegula njira yopangira zovala zodziwika bwino za yoga monga Lululemon ndi Alo Yoga.
Malinga ndi Statista, msika wapadziko lonse wa yoga wovala akuyembekezeka kupanga ndalama zokwana madola 37 biliyoni, zomwe zikuyembekezeka kufika $ 42 biliyoni pofika 2025. Ngakhale kuti msika ukuyenda bwino, pali kusiyana kwakukulu pakuperekedwa kwa zovala za amuna a yoga. Chiwerengero cha amuna omwe akutenga nawo gawo pa yoga chikuchulukirachulukira, ndipo ma brand ngati Lululemon awona kuchuluka kwa ogula achimuna kukwera kuchokera pa 14.8% mu Januware 2021 mpaka 19.7% pofika Novembala chaka chomwecho. Kuphatikiza apo, data ya Google Trends ikuwonetsa kuti kusaka "yoga ya amuna" ndi pafupifupi theka la yoga ya azimayi, zomwe zikuwonetsa kufunikira kwakukulu.
Vuori, mtundu womwe udayamba ndikuyang'ana msika wosasungidwa bwino ndi zovala za amuna za yoga, wathandizira izi. Kuyambira pomwe idakhazikitsidwa mu 2015, Vuori idakwera mwachangu kufika pamtengo wa $ 4 biliyoni, ndikudzikhazikitsa pakati pa omwe akupikisana nawo. Webusayiti yake yawona kuchuluka kwa anthu okhazikika, ndi maulendo opitilira 2 miliyoni m'miyezi itatu yapitayi. Zoyesayesa zotsatsa za Vuori zakhala zikukulirakulira, ndikuwonjezeka kwa 118.5% pazotsatsa zapa media mwezi watha, malinga ndi data ya GoodSpy.
Vuori's Brand and Product Strategy
Vuori, yomwe idakhazikitsidwa mu 2015, ndi mtundu watsopano womwe umatsindika za "ntchito" pazovala zake. Zogulitsa za mtunduwo zidapangidwa ndi zinthu monga kupukuta chinyezi, kuyanika mwachangu, komanso kukana fungo. Kuphatikiza apo, zovala zambiri za Vuori zimapangidwa kuchokera ku thonje wamba komanso nsalu zobwezerezedwanso. Poyika patsogolo njira zopangira "zabwino" ndi zida zokhazikika, Vuori amakulitsa mtengo wazinthu zake ndikudziyika ngati chizindikiro chodalirika.
Ngakhale mtunduwo unkangoyang'ana kwambiri pazovala za amuna za yoga, Vuori tsopano imapereka zinthu zingapo m'magulu 14 a amuna ndi akazi. Omvera awo omwe amawatsatira akuwonetseratu za Lululemon-ogula apakati omwe amayamikira chidziwitso cha mtundu ndipo ali okonzeka kugulitsa zinthu zamtengo wapatali, zopangidwa mwamakhalidwe. Ndondomeko yamitengo ya Vuori ikuwonetsa izi ndi zinthu zawo zambiri zamtengo wapakati pa $60 ndi $100, ndi gawo laling'ono lamtengo wopitilira $100.
Vuori amadziwikanso chifukwa chogogomezera kwambiri ntchito zamakasitomala. Imagawira zogulitsa zake kutengera magawo asanu oyambira - maphunziro, kusefukira, kuthamanga, yoga, ndi maulendo akunja - kuthandiza makasitomala kugula zinthu zambiri. Kuti alimbikitse kukhulupirika kwa mtundu, Vuori wakhazikitsa mapulogalamu ngati V1 Influencer Program ndi ACTV Club, omwe amapereka kuchotsera kwapadera komanso mwayi wophunzirira akatswiri kwa mamembala.
Vuori's Social Media Marketing
Ma social media amatenga gawo lofunikira pakutsatsa kwa Vuori. Mtunduwu wasonkhanitsa otsatira 846,000 pamapulatifomu monga Instagram, Facebook, ndi TikTok, pogwiritsa ntchito njirazi kulimbikitsa mgwirizano ndi olimbikitsa, kutsatsa kwazithunzi, komanso makalasi olimba. Kupambana kwa zopangidwa ngati Lululemon ali ndi ngongole zambiri za kukhalapo kwawo pawailesi yakanema, ndipo Vuori akutsatira zomwe zikukula pazama TV.
Njira Yotsatsa ya Vuori
Zoyesayesa zotsatsa za Vuori zakhala zokhazikika, ndikukankha kwakukulu komwe kumachitika pakati pa Seputembala ndi Novembala chaka chilichonse. Malinga ndi deta ya GoodSpy, ndalama zotsatsa zotsatsa kwambiri zidachitika mu Seputembala, zomwe zikuwonetsa kukula kwa 116.1% pamwezi. Chizindikirocho chinawonjezeranso malonda ake mu Januwale, kukwera 3.1% kuchokera mwezi watha.
Zotsatsa zambiri za Vuori zimaperekedwa kudzera pa Facebook, ndikufalikira kosiyanasiyana pamawayilesi osiyanasiyana. Makamaka, Messenger adawona kuchuluka kwake mu Januware, kupanga 24.72% ya zotsatsa zonse.
M'chigawo, Vuori imayang'ana kwambiri United States, Canada, ndi United Kingdom - zigawo zomwe zimatsogolera msika wapadziko lonse wa yoga. Mu Januwale, 94.44% ya ndalama zotsatsa za Vuori zidayang'ana ku US, zikugwirizana ndi malo ake apamwamba pamsika wapadziko lonse lapansi.
Mwachidule, kuyang'ana kwabwino kwa Vuori pa zovala za amuna a yoga, kupanga kosasunthika, komanso kutsatsa kwapa media media, kuphatikizidwa ndi njira yotsatsira yomwe mukufuna, zapangitsa kuti mtunduwo ukhale wopambana, ndikuwuyika ngati wosewera wochititsa chidwi pamsika womwe ukukula wa yoga.
Ndi ogulitsa ati a Men Yoga omwe ali ndi mtundu wofanana ndi Vuori?
Mukafuna ogulitsa zovala zolimbitsa thupi zokhala ndi mtundu wofanana ndi wa Gymshark, 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-04-2025
