Mumakore achangopfuura, mapurojekiti ekusimbisa muviri akashanduka kupfuura nzvimbo ye "yoga," iyo, nekuda kwehutano hwayo uye kukwezva kwefashoni, yakakurumidza kuwana kutariswa kweruzhinji asi yave kushoma muzera rekusimudzira kusimba kwenyika. Kuchinja uku kwakavhura nzira yekumira yoga zvipfeko zvemhando seLululemon uye Alo Yoga.
Sekureva kweStatista, musika wepasi rose weyoga wekupfeka unotarisirwa kuunza madhora mabhiriyoni makumi matatu nemanomwe emari, paine fungidziro inosvika madhora mabhiriyoni makumi mana nemaviri panosvika 2025. Pasinei nemusika uyu uri kusimukira, pane gaka rinocherechedzwa mukupihwa kwezvipfeko zvevarume zve yoga. Huwandu hwevarume vari kutora chikamu muyoga huri kuramba huchikwira, uye mhando dzakaita seLululemon dzakaona huwandu hwevatengi vechirume huchikwira kubva pa14.8% muna Ndira 2021 kusvika 19.7% panosvika Mbudzi wegore rimwe chetero. Uyezve, Google Trends data inoratidza kuti kutsvaga kwe "yoga yevarume" ingangoita hafu yeiyo yoga yevakadzi, zvichiratidza kudiwa kukuru.
Vuori, rudzi rwakatanga nekunangana nemusika uyu usina kuchengetedzwa nemapfee eyoga evarume, yakatora mari pamaitiro aya. Kubva payakavambwa muna 2015, Vuori yakakurumidza kukwira kusvika pamadhora mazana mana emadhora, ichizvisimbisa pakati pevakwikwidzi vepamusoro. Webhusaiti yayo yakaona yakagadzikana traffic, ine anopfuura mamirioni maviri kushanya mumwedzi mitatu yapfuura. Kuedza kwekushambadzira kwaVuori kwave kuwedzerawo, nekuwedzera kwe118.5% mumashambadziro ezvemagariro mwedzi wapfuura, maererano neGoodSpy data.
Vuori's Brand uye Chigadzirwa Strategy
Vuori, yakavambwa muna 2015, imhando nyowani inosimbisa "maitiro" ezvipfeko zvayo. Zvigadzirwa zvemhando yacho zvakagadzirirwa zvine maficha akadai sekunyorova-kunyorova, kukurumidza-kuomesa, uye kunhuwa kuramba. Pamusoro pezvo, chikamu chakakosha chembatya dzaVuori chinogadzirwa kubva kuorganic donje uye machira akadzokororwa. Nekuisa pamberi "etsika" maitiro ekugadzira uye zvinhu zvinogoneka, Vuori inosimudzira kukosha kwezvigadzirwa zvayo uye inozviisa pachayo semhando ine mutoro.
Kunyangwe iyo mhando pakutanga yaitarisa pakupfeka kwevarume yoga, Vuori ikozvino inopa huwandu hwakawanda hwezvigadzirwa muzvikamu gumi nemana zvevarume nevakadzi. Vateereri vavo vanoratidza magirazi eLululemon-vashandi vepakati-kati vanokoshesa ruzivo rwemhando uye vanoda kuisa mari muzvigadzirwa zvepamusoro-soro, zvakagadzirwa netsika. Vuori's pricing strategy inoratidza izvi nezvizhinji zvezvigadzirwa zvavo zviri pakati pemadhora makumi matanhatu nemadhora zana, uye chikamu chidiki chiri pamusoro pe100.
Vuori inozivikanwa zvakare nekusimbisa kwayo kwakasimba pabasa revatengi. Inoisa zvigadzirwa zvayo zvichienderana nenzvimbo shanu dzekutanga dzekuita - kudzidziswa, kusefa, kumhanya, yoga, uye kufamba kunze - kubatsira vatengi kuti vatenge vane ruzivo. Kukurudzira kuvimbika kwemhando, Vuori akatanga zvirongwa zvakaita seV1 Influencer Chirongwa uye ACTV Club, izvo zvinopa zvakasarudzika zvidzikiso uye kuwana zviwanikwa zvehunyanzvi zvekudzidzisa kunhengo.
Vuori's Social Media Marketing
Social media inoita basa rakakosha muchirongwa chekushambadzira chaVuori. Iyo mhando yakaunganidza 846,000 vateveri pamapuratifomu akaita se Instagram, Facebook, uye TikTok, vachishandisa nzira idzi kusimudzira kudyidzana nevanokurudzira, graphic marketing, uye live fitness makirasi. Kubudirira kwemhando dzakaita seLululemon kune chikwereti chikuru chekuvapo kwavo pasocial media, uye Vuori iri kutevera sutu neinokura yesocial media tsoka.
Vuori's Advertising Strategy
Kuedza kwekushambadzira kwaVuori kwave kwakatsiga, nekusundidzira kukuru kunoitika pakati paGunyana naNovember gore rega rega. Maererano neGoodSpy data, iyo yakanyanya kushambadzira mari yakaitika munaGunyana, ichiratidza 116.1% mwedzi-pa-mwedzi kukura. Iyo mhando yakawedzera kushambadzira kwayo muna Ndira, ichikwira 3.1% kubva pamwedzi wapfuura.
Mazhinji ekushambadzira kwaVuori anounzwa kuburikidza neFacebook, aine akasiyana akapararira mumatanho akasiyana enhau. Zvikuru, Messenger yakaona mugove wayo uchiwedzera muna Ndira, ichiita 24.72% yehuwandu hwekugovera ad.
Kudunhu, Vuori inonyanya kunanga United States, Canada, uye United Kingdom — matunhu anotungamira musika wepasi rose weyoga. Muna Ndira, 94.44% yekudyara kwekushambadzira kwaVuori yaive yakatarisana neUS, ichienderana nenzvimbo yayo yepamusoro mumusika wepasi rose.
Muchidimbu, kutarisisa kwaVuori pazvipfeko zvevarume zve yoga, kugadzirwa kwakasimba, uye kushambadzira kwesocial media, zvakasanganiswa neinongedzo yekushambadzira nzira, yakasimudzira mhando mukubudirira, ichiimisa semutambi anotyisa mumusika uri kukura weyoga.
Ndeupi Varume Yoga vanopfeka mutengesi ane mhando yakafanana neVuori?
Paunenge uchitsvaga wekupfeka zvekupfeka zvine hunhu hwakafanana neGymshark, ZIYANG isarudzo inofanirwa 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-04-2025
