Nyaya dzevafitness pesvedzero dzakasimuka kuita mukurumbira dzinogara dzichitora kufarira kwevanhu. Nhamba dzakaita saPamela Reif naKim Kardashian vanoratidza kukosha kwakakosha kusimba kwevanokurudzira vanogona kushandisa.
Nzendo dzavo dzinowedzera kupfuura kushambadza kwemunhu. Chitsauko chinotevera munyaya dzavo dzebudiriro chinosanganisira zvipfeko zvemuviri, indasitiri iri kukura muEurope neAmerica.
Semuyenzaniso, Gymshark, rudzi rwezvipfeko zvemuviri rwakatanga muna 2012 neane makore 19 okuberekwa anofarira zvemitambo Ben Francis, yakakosheswa madhora bhiriyoni 1.3 pane imwe nguva. Saizvozvo, iyo yekuNorth America yoga yezvipfeko brand Alo Yoga, inotsigirwa nevanofurira nevateveri vavo, yakavaka bhizinesi rezvipfeko zvemitambo nekutengesa kwepagore kunosvika mazana emamiriyoni emadhora. Vazhinji vapesvedzeri vekusimba muEurope neAmerica, vachizvikudza mamirioni evateveri, vakabudirira kuburitsa uye kutonga yavo yezvipfeko zvemitambo mhando.
Muenzaniso unozivikanwa ndiChristian Guzman, mudiki akasimba wekusimba anobva kuTexas. Makore masere apfuura, akatevedzera budiriro yeGymshark naAlo nekugadzira brand yake yemitambo - Alphalete. Kwemakore masere ekushanda kwake kwezvipfeko zvekusimbisa muviri, iye zvino adarika madhora zana emamiriyoni emari.
Mafitness influencers anokunda kwete mukugadzira zvemukati chete asiwo muchikamu chezvipfeko zvekusimba, kunyanya mumisika yeEurope neAmerica.
Chipfeko cheAlphalete chakagadzirirwa kuenderana nemuviri wevarairidzi, vachishandisa machira akakodzera kudzidziswa kwesimba. Zano ravo rekushambadzira rinosanganisira kushandirapamwe nevanokurudzira kusimba, izvo zvakabatsira Alphalete kuveza nzvimbo yayo mumusika wakazara wezvipfeko zvemitambo.
Mushure mekubudirira kumisikidza Alphalete mumusika, Christian Guzman akazivisa muvhidhiyo yeYouTube munaKurume kuti anoronga kusimudzira gym yake, Alphaland, uye kuvhura chipfeko chitsva.
Vanoita zvekusimbisa muviri vane hukama hwakasimba kune zvipfeko zvekusimbisa muviri, magyms, uye chikafu chine hutano. Kukura kwemari yeAlphalete inopfuura mamirioni zana mumakore masere chiratidzo chekubatana uku.
Kufanana nemamwe marudzi anofambiswa nepesvedzero akadai seGymshark neAlo, Alphalete yakatanga nekutarisa niche kusimba vateereri, ichikurudzira tsika yenharaunda ine shungu, uye kuchengetedza kukura kwakakwira mumatanho ekutanga. Vese vakatanga sevanamuzvinabhizimusi vechidiki.
Kune vanofarira kusimba, Alphalete ingangove zita rinozivikanwa. Kubva paiyo iconic wolf head logo payakatangwa kusvika kune yakakurumbira yevakadzi zvipfeko zvemitambo Amplify series mumakore achangopfuura, Alphalete yakazvisiyanisa mumusika wakazadzwa nezvipfeko zvakafanana zvekudzidzisa.
Kubva payakavambwa muna 2015, kukura kweAlphalete kwave kunakidza. Sekureva kwaChristian Guzman, mari yemhando iyi yadarika madhora zana emamiriyoni, nekushanya kwemamiriyoni makumi maviri nemanomwe kune webhusaiti yayo yepamutemo gore rapfuura, uye social media zvichitevera kupfuura mamirioni matatu.
Iyi rondedzero inoratidzira iyo yemuvambi weGymshark, inoratidzira yakajairika yekukura maitiro pakati pezvitsva zvekusimba zvinopesvedzera mhando.
Christian Guzman paakatanga Alphalete, aingova nemakore makumi maviri nemaviri, asi kakanga kasiri kake kekutanga bhizimusi.
Makore matatu apfuura, akawana mari yake yekutanga yakakosha kuburikidza neYouTube chiteshi, kwaakagovana matipi ekudzidzisa uye hupenyu hwezuva nezuva. Akazotanga kupa online kudzidziswa uye kutungamira kwekudya, kunyangwe kuhaya fekitori diki muTexas nekuvhura imba yekurovedza muviri.
Panguva iyo chiteshi cheChristian YouTube chaive chapfuura miriyoni vanyoreri, akafunga kutanga bhizinesi rinopfuura rekwake. Izvi zvakakonzera kusikwa kweCGFitness, inotangira kuAlphalete. Panguva imwecheteyo, akave muenzaniso weiyo inokurumidza kukura yeBritish fitness brand Gymshark.
Afemerwa naGymshark uye achida kutama kupfuura kuratidzwa kweCGFitness, Christian akachinja tambo yake yembatya kuAlphalete Athletics.
“Zvipfeko zvemitambo harisi basa, asi chigadzirwa, uye vatengi vanogonawo kugadzira mhando dzavo,” Christian akadaro mune imwe podcast. "Alphalete, musanganiswa we'alpha' uye 'mumhanyi,' ine chinangwa chekukurudzira vanhu kuti vaongorore zvavanogona, vachipa zvipfeko zvemitambo zvemhando yepamusoro uye zvipfeko zvemazuva ese."
Nyaya dzemabhizimusi dzemhando dzezvipfeko zvemitambo dzakasiyana asi dzinogovana pfungwa dzakafanana: kugadzira zvipfeko zviri nani zvenharaunda dzeniche.
Kufanana neGymshark, Alphalete yakanangana nevadiki vanofarira zvekusimba sevateereri vavo vekutanga. Nekusimudzira hwaro hwayo hwemushandisi, Alphalete yakarekodha $150,000 mukutengesa mukati memaawa matatu ekutanga kwayo, yaitungamirirwa panguva iyoyo naChristian chete nevabereki vake. Izvi zvakaratidza kutanga kwekufamba kweAlphalete nekukurumidza.
Gamuchira Fitness Clothing neInfluencer Marketing
Zvakawanda sekusimuka kweGymshark nemamwe mabhureki eDTC, Alphalete inovimba zvakanyanya nematanho epamhepo, ichinyanya kushandisa e-commerce uye social media kuita zvakanangana nevatengi, nekudaro ichidzikisa matanho epakati. Iyo mhando inosimbisa kudyidzana kwevatengi, dhizaini, uye kushanda, kuve nechokwadi chekuti nhanho imwe neimwe kubva pakugadzirwa kwechigadzirwa kuenda kumusika mhinduro inotarisana nevatengi.
Chipfeko cheAlphalete chekugwinya chakanyatsogadzirirwa uye chakagadzirirwa vanofarira kusimba, chine madhizaini anoyevedza akabatana zvakanaka nemuviri wemitambo uye mavara anoyevedza. Mhedzisiro iyi inobata maziso musanganiswa wezvipfeko zvekusimba uye miviri yakakodzera.
Kupfuura mhando yechigadzirwa, vese Alphalete uye muvambi wayo, Christian Guzman, vanogara vachigadzira hupfumi hwezvinyorwa uye vhidhiyo zvemukati kuti vawedzere vateereri vavo. Izvi zvinosanganisira mavhidhiyo ekurovedza muviri ane Christian muAlphalete giya, akadzama saizi madhairekitori, wongororo yechigadzirwa, kubvunzurudzwa nevatambi vanotsigirwa neAlphalete, uye zvikamu zvakakosha zve "A Day in the Life".
Nepo mhando yechigadzirwa yakasarudzika uye zvemukati zvepamhepo zvinoumba hwaro hwebudiriro yeAlphalete, kushandirapamwe nevatambi vane hunyanzvi uye kusimba maKOL (Mafungiro Akakosha Vatungamiri) kunosimudza mukurumbira wemhando.
Pakuvhurwa kwayo, muChristu akabatana nevanokurudzira kusimba uye maKOL kugadzira zvemagariro media zvakasimudzira mhando pamapuratifomu seYouTube ne Instagram. MunaNovember 2017, akatanga kugadza zviri pamutemo Alphalete's "influencer timu."
Panguva imwe cheteyo, Alphalete yakawedzera kutarisa kwayo kuti ibatanidze zvipfeko zvevakadzi. “Takaona kuti mitambo yava kuita fashoni, uye vakadzi vava kuda kuisa mari mairi,” akadaro Christian mubvunzurudzo. "Nhasi, zvipfeko zvevakadzi zvemitambo zvakakosha mutsara wechigadzirwa cheAlphalete, nevashandisi vechikadzi vari kuwedzera kubva pa5% pakutanga kusvika ku50% ikozvino. Pamusoro pezvo, kutengeswa kwembatya dzevakadzi ikozvino kwava kuda kusvika 40% yezvose zvatinotengesa."
Muna 2018, Alphalete akasaina wekutanga kusimba kwechikadzi, Gabby Schey, achiteverwa nevamwe vatambi vechikadzi vane mukurumbira uye mabloggi ekusimba akadai saBela Fernanda naJazzy Pineda. Padivi pekuedza uku, mhando yacho yakaramba ichivandudza magadzirirwo ayo echigadzirwa uye nekudyara zvakanyanya muR&D yembatya dzevakadzi. Kutevera kuvhurwa kwakabudirira kweakakurumbira emitambo yevakadzi leggings, iyo Revival nhevedzano, Alphalete yakaunza mimwe mitsara yaitsvakwa seAmplify uye Aura.
Sezvo Alphalete yakawedzera "chikwata chevapesvedzera," yakaisawo mberi kuchengetedza nharaunda yakasimba yemhando. Kune vari kusimukira mhando dzemitambo, kuumba nharaunda yakasimba yemhando kwakakosha kuti uwane chinhanho mumusika wemakwikwi ezvipfeko-kubvumirana pakati pezvitsva.
Kuvhara mukaha uripo pakati pezvitoro zvepa online nenharaunda dzisiri pamhepo uye kupa vatengi ruzivo rwekutarisana, chikwata cheAlphalete chevapesvedzera chakatanga rwendo rwepasi rose mumaguta manomwe muEurope neNorth America muna 2017. Kunyange zvazvo rwendo rwepagore urwu runoshanda sezviitiko zvekutengesa kusvika pamwero wakati, mhando nevashandisi vayo vanotarisa zvakanyanya pakuvaka nharaunda, vachigadzira social media buzz, uye kusimudzira mhando yemhando.
Ndeupi Yoga kupfeka mutengesi ane mhando yakafanana neAlphalete?
Paunenge uchitsvaga wekusimba kupfeka mupi ane mhando yakafanana kuneAlphalete, ZIYANG isarudzo yakakodzera kutariswa. Iri muYiwu, guta guru repasirese, ZIYANG inyanzvi yekupfeka yeyoga fekitori inotarisana nekugadzira, kugadzira, uye kushambadzira kwekutanga-kirasi yoga kupfeka kwemhando dzepasirese uye vatengi. Ivo vanosanganisa zvisina musono hunyanzvi uye hunyanzvi kuti vagadzire emhando yepamusoro yehuyo yoga inopfekwa, ine fashoni, uye inoshanda. Kuzvipira kweZIYANG kuita zvakanaka kunoratidzwa mukusona kwese kweungwaru, kuve nechokwadi chekuti zvigadzirwa zvayo zvinodarika zviyero zvepamusoro zveindasitiri.Bata nekukurumidza
Nguva yekutumira: Jan-06-2025
