01
Kubva pakuvambwa kusvika pamutengo wemusika unodarika mabhiriyoni makumi mana emadhora ekuAmerica
Zvakatora makore 22 chete
Lululemon yakavambwa muna 1998. Ndizvokambani inofemerwa neyoga uye inogadzira michina yemitambo yepamusoro-soro yevanhu vemazuva ano. Inotenda kuti "yoga haisi kungodzidzira pamateti, asiwo maitiro ehupenyu hwehupenyu uye huzivi hwekufunga." Mumashoko akapfava, zvinoreva kutarisisa zvauri mukati, kutarisisa kune zvazvino, uye kuona uye kubvuma pfungwa dzako dzechokwadi pasina kuita chero kutonga.
Zvakatora Lululemon makore 22 chete kubva pakuvambwa kwayo kusvika kune kukosha kwemusika kweanopfuura $40 bhiriyoni. Iwe unogona kusanzwa kuti yakakura sei nekungotarisa nhamba mbiri idzi, asi unozoiwana nekudzienzanisa. Zvakatora Adidas 68 makore uye Nike 46 makore kuti asvike ukuru uku, izvo zvinoratidza kuti Lululemon yakakurumidza sei kukura.
Lululemon's product innovation yakatanga ne "chinamato" tsika, yakanangana nevakadzi vane simba rekushandisa mari yakawanda, dzidzo yepamusoro, vane makore 24-34, uye kutsvaga kurarama kune hutano sechinangwa chevatengi. Peya yeyoga bhurugwa inodhura ingangoita chiuru cheyuan uye nekukurumidza inove yakakurumbira pakati pevakadzi vanodhura zvakanyanya.
02
Shingairira kuendesa pasi rose mainstream social media
Kushambadzira nzira zvinobudirira kuenda kuhutachiona
Denda risati rasvika, nharaunda dzeLululemon dzakasarudzika dzakaiswa muzvitoro zvisiri pamhepo kana kuungana kwenhengo. Pakatanga denda uye zviitiko zvevanhu zvisiri pamhepo zvakadzikiswa, basa repasocial media peji rayo rakanyatso tariswa zvishoma nezvishoma rakava nemukurumbira, uyeiyo yakazara yekushambadzira modhi ye "product outreach + lifestyle solidification" yakasimudzirwa pamhepo.Panyaya yekurongeka kwesocial media, Lululemon anoshingairira kuendesa pasi rose mainstream social media:
No.1 Facebook
Lululemon ine 2.98million vateveri paFacebook, uye iyo account inonyanya kutumira kuburitswa kwechigadzirwa, nguva dzekuvhara chitoro, matambudziko akadai #globalrunningday Strava kumhanya nhangemutange, ruzivo rwekutsigira, kufungisisa zvidzidzo, nezvimwe.
No.2 Youtube
Lululemon ine 303,000 vateveri paYouTube, uye zvirimo zvakatumirwa neakaundi yayo zvinogona kupatsanurwa muzvikamu zvinotevera:
Imwe ndeye "chigadzirwa wongororo & hauls | lululemon", iyo inonyanya kusanganisira mamwe mablogger 'unboxing uye yakazara wongororo yezvigadzirwa;
Imwe ndeye "yoga, chitima, kumakirasi epamba, kufungisisa, kumhanya|lululemon", iyo inonyanya kupa dzidziso uye zvidzidzo zvezvirongwa zvakasiyana-siyana zvekurovedza muviri - yoga, bhiriji rehudyu, kurovedza muviri kumba, kufungisisa, uye kufamba daro refu.
No.3 Instagram
Lululemon yakaunganidza vateveri vanopfuura mamiriyoni mashanu paINS, uye zvizhinji zvezvinyorwa zvakadhindwa paakaunti ndezvevashandisi vayo kana mafani ari kudzidzira mune zvigadzirwa zvayo, pamwe chete nepamusoro pemamwe makwikwi.
Nha.4 Tiktok
Lululemon yakavhura akasiyana matrix maakaundi paTikTok zvinoenderana neakasiyana account zvinangwa. Yayo yepamutemo account ine nhamba huru yevateveri, parizvino iri kuunganidza 1,000,000 vateveri.
Mavhidhiyo akaburitswa neakaundi yepamutemo yaLululemon anonyanya kukamurwa kuita zvikamu zvina: sumo yechigadzirwa, mafirimu mapfupi ekugadzira, yoga uye kusimba kwesainzi yekusimba, uye nyaya dzenharaunda. Panguva imwecheteyo, kuitira kuti uenderane neTikTok yemukati nharaunda, zvinhu zvakawanda zvine fashoni zvinowedzerwa: duet split-screen co-kugadzirwa, green screen cutouts paunenge uchitsanangura zvigadzirwa, uye kushandiswa kwechiso kuita kuti chigadzirwa chive munhu wekutanga kana chigadzirwa chiri chikuru chekutanga.
Pakati pavo, vhidhiyo ine yepamusoro-soro seyero inoshandisa pendi yemafuta iyo yakave yakakurumbira paInternet munguva pfupi yapfuura seyakanyanya hurongwa. Inoshandisa yoga mat seskateboard, foshoro yekupenda mafuta sebhurashi rekupenda, lululemon yoga pants sependi, uye yepamusoro yakapetwa kuita ruva sekushongedza. Kuburikidza nekugadzirisa flash, inopa kutaridzika kwebhodhi rekudhirowa panguva yese "yekupenda" maitiro.
Vhidhiyo iyi ine hunyanzvi mune zvese nyaya uye chimiro, uye ine hukama nechigadzirwa uye mhando, iyo yakwezva kutarisisa kwevateveri vazhinji..
Influencer Marketing
Lululemon akaziva kukosha kwekuvaka brand mumatanho ekutanga ekukura kwayo.Yakavaka timu yeKOL kusimbisa kusimudzirwa kweiyo brand concept uye nekudaro kumisa hukama hwenguva refu nevatengi.
Vamiriri vemhando yekambani iyi vanosanganisira vadzidzisi veyoga veko, varairidzi vekusimba uye nyanzvi dzemitambo munharaunda. Simba ravo rinogonesa Lululemon kuwana vatengi vanoda yoga uye runako nekukurumidza uye nemazvo.
Zvinonzi kubva muna 2021, Lululemon ine vamiriri vepasi rose gumi nevaviri uye 1,304 vamiriri vezvitoro. Nhume dzaLululemon dzinotumira mavhidhiyo ane chekuita nezvigadzirwa uye mapikicha pane makuru epasirese social media, zvichiwedzera kuwedzera izwi rechiratidzo pasocial media.
Mukuwedzera, munhu wose anofanira kuyeuka tsvuku apo chikwata chenyika yeCanada chakaonekwa paWinter Olympics. Muchokwadi, iyo yaive pasi jekete rakagadzirwa naLululemon. Lululemon zvakare yakave yakakurumbira paTikTok.
Lululemon akatanga mutambo wekushambadzira paTikTok. Vamhanyi vechikwata cheCanada vakaisa mayunifomu echikwata chavo ane mukurumbira paTikTok #teamcanada uye vakawedzera hashtag #Lululemon#.
Vhidhiyo iyi yakatumirwa neCanada freestyle skier Elena GASKELL pane yake TikTok account. Muvhidhiyo, Elena nevamwe vake vakatamba kumumhanzi vakapfeka yunifomu yeLululemon.
03
Pakupedzisira, ndinoda kutaura
Chero mhando inozivikanwa kune veruzhinji haina kupatsanurwa kubva kune zvakadzama manzwisisiro muvatengi uye hunyanzvi hwekutengesa nzira.
Mumakore achangopfuura, mhando dzekupfeka dzeyoga dzakawedzera kushandisa masocial media mapuratifomu ekushambadzira, uye maitiro aya akakurumidza kubuda kutenderera pasirese. Kushambadzira kuburikidza nesocial media mapuratifomu kunobatsira kuwedzera ruzivo rwemhando, kukwezva vateereri vanonangwa, kuwedzera kutengesa, uye kuvaka hwaro hwevatengi vakavimbika. Mumusika uyu wepasi rose wemakwikwi,social media marketing inopa mikana yakasiyana uye inounza akawanda mabhenefiti kumabhizinesi.
Nekuvandudzwa kwesocial media uye shanduko mumaitiro evashandisi, vatengesi vezvipfeko zveyoga uye makambani anofanirwa kuenderera mberi nekudzidza uye kugadzirisa, uye kugara vachigadzira uye nekugonesa nzira dzekushambadzira. Panguva imwecheteyo, ivo vanofanirwawo kushandisa zvizere mabhenefiti nemikana yesocial media mapuratifomu akadai seTikTok, Facebook, uye Instagram, uye nekumisikidza yakasimba brand mufananidzo, kuwedzera musika wekugovaniswa, uye kutanga hukama hwepedyo nevashandisi vepasirese kuburikidza nekunyatsoronga uye kuita kwesocial media ekushambadzira mazano.
Nguva yekutumira: Zvita-26-2024
