Ma Brand Odziwika
M'zaka zaposachedwa, kusinthika kwamasewera osiyanasiyana kwadzetsa kutchuka kwa othamanga ambiri, monga Lululemon mu gawo la yoga. Yoga, yokhala ndi malo ochepa komanso chotchinga chochepa cholowera, yakhala njira yabwino yochitira masewera olimbitsa thupi kwa ambiri. Pozindikira kuthekera pamsika uno, mitundu ya yoga-centric yachulukirachulukira.
Pambuyo pa Lululemon wotchuka, nyenyezi ina yomwe ikukwera ndi Alo Yoga. Yakhazikitsidwa ku United States mu 2007, kugwirizana ndi Lululemon kuwonekera koyamba kugulu pa NASDAQ ndi Toronto Stock Exchange, Alo Yoga mwamsanga anapeza traction.
Dzina lakuti "Alo" limachokera ku Air, Land, and Ocean, kusonyeza kudzipereka kwake kufalitsa malingaliro, kulimbikitsa moyo wathanzi, ndi kulimbikitsa anthu. Alo Yoga, mofanana ndi Lululemon, amatsatira njira yoyamba, nthawi zambiri amagula mitengo yake kuposa Lululemon.

Msika waku North America, Alo Yoga yakhala ikuwoneka bwino popanda kuwononga ndalama zambiri pazovomerezeka, ndi zithunzi zamafashoni monga Kendall Jenner, Bella Hadid, Hailey Bieber, ndi Taylor Swift zomwe zimawonedwa pafupipafupi muzovala za Alo Yoga.
Danny Harris, woyambitsa nawo Alo Yoga, adawonetsa kukula kofulumira kwa mtunduwo, ndi zaka zitatu zotsatizana zakukula kochititsa chidwi kuchokera ku 2019, kufika pa $ 1 biliyoni pakugulitsa pofika 2022. Gwero lomwe lili pafupi ndi mtunduwo lidawululira kuti kumapeto kwa chaka chatha, Alo Yoga anali kuyang'ana mipata yatsopano yopangira ndalama zomwe zingapindule ndi malonda mpaka $ 10 biliyoni. Kuthamanga sikuthera pamenepo.
Mu Januware 2024, Alo Yoga adalengeza mgwirizano ndi a Ji-soo Kim wa Blackpink, kupanga $ 1.9 miliyoni mu Fashion Media Impact Value (MIV) mkati mwa masiku asanu oyambirira, komanso kuwonjezereka kwa kusaka kwa Google ndi kugulitsa kwachangu kwa zinthu kuchokera m'gulu la masika, zomwe zimalimbikitsa kwambiri kudziwika kwa mtunduwo ku Asia.

Mwapadera Marketing Strategy
Kupambana kwa Alo Yoga pamsika wampikisano wa yoga kumatha chifukwa cha njira zake zotsatsira.
Mosiyana ndi Lululemon, yomwe imagogomezera kuvala ndi khalidwe lazogulitsa, Alo Yoga imaika patsogolo mapangidwe, kuphatikizapo mabala okongoletsera ndi mitundu yosiyanasiyana ya mafashoni kuti apange maonekedwe apamwamba.
Pamalo ochezera a pa Intaneti, zinthu zapamwamba za Alo Yoga si mathalauza amtundu wa yoga koma m'malo mwake zolimba za mauna ndi nsonga za mbewu zosiyanasiyana. Kampani yotsatsa digito, Stylophane, idayikapo kale Alo Yoga ngati mtundu wa 46 womwe udachita nawo chidwi kwambiri pa Instagram, wopambana Lululemon, yemwe adakhala pa nambala 86.

Pakutsatsa kwamtundu, Alo Yoga imalimbikitsanso kayendetsedwe ka malingaliro, kupereka zinthu zosiyanasiyana kuchokera kwa akazi kupita ku zovala zachimuna, komanso madiresi, ndikukulitsa zoyesayesa zamalonda kunja kwa intaneti. Makamaka, malo ogulitsira a Alo Yoga amapereka makalasi ndi zochitika za mafani kuti adziwe mtundu wa ogwiritsa ntchito.
Zochita za Alo Yoga zokhudzana ndi chilengedwe zikuphatikiza ofesi yoyendera mphamvu ya dzuwa, studio yogawira kawiri tsiku lililonse, poyikira magalimoto amagetsi, pulogalamu yobwezeretsanso zinyalala, ndi misonkhano m'munda wosinkhasinkha wa Zen, kulimbitsa mphamvu ndi chikhalidwe cha mtunduwo. Kutsatsa kwapaintaneti kwa Alo Yoga ndikopadera kwambiri, kuwonetsa akatswiri osiyanasiyana a yoga omwe amachita mayendedwe osiyanasiyana m'malo osiyanasiyana, ndikupanga gulu lamphamvu la okonda.
Poyerekeza, pamene Lululemon, ali ndi zaka zoposa makumi awiri zachitukuko, akufuna kukulitsa mzere wake wa mankhwala kuti avale tsiku ndi tsiku, malonda ake amakhalabe akuyang'ana pa kuvomereza kwa akatswiri othamanga ndi zochitika zamasewera.
Kutengera mtundu wa anthu, zikuwonekeratu kuti: "Imodzi imafuna mafashoni apamwamba, ina ndi yamphamvu pamasewera."
Kodi Alo Yoga adzakhala Lululemon wotsatira?
Alo Yoga amagawana njira yofanana yachitukuko ndi Lululemon, kuyambira ndi mathalauza a yoga ndikumanga mudzi. Komabe, ndi msanga kulengeza Alo monga Lululemon wotsatira, mwina chifukwa Alo saona Lululemon monga nthawi yaitali mpikisano.
Danny Harris adanenanso ku Wall Street Journal kuti Alo akupita ku digito, kuphatikizapo kupanga malo abwino kwambiri, ndi zolinga zamalonda zomwe zikuyembekezera zaka makumi awiri zikubwerazi. "Timadziona tokha ngati chizindikiro cha digito kuposa chizindikiro cha zovala kapena wogulitsa njerwa ndi matope," adatero.
Kwenikweni, zokhumba za Alo Yoga zimasiyana ndi za Lululemon. Komabe, izi sizimachepetsa kuthekera kwake kukhala mtundu wotchuka kwambiri.
Ndi ogulitsa ati a Yoga omwe ali ndi mtundu wofanana ndi alo?
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-07-2025