01
Ho tloha ho thehoeng ho isa ho boleng ba mmaraka bo fetang lidolara tse limilione tse likete tse 40 tsa Amerika
Ho ile ha nka lilemo tse 22 feela
Lululemon e thehiloe ka 1998. Kek'hamphani e bululetsoeng ke yoga mme e theha lisebelisoa tsa lipapali tsa theknoloji e phahameng bakeng sa batho ba kajeno. E lumela hore "yoga hase feela boikoetliso holim'a mathe, empa hape ke mokhoa oa ho phela bophelo le filosofi ea kelello." Ka mantsoe a bonolo, ho bolela ho ela hloko botho ba hau bo ka hare, ho ela hloko hona joale, le ho lemoha le ho amohela mehopolo ea hau ea 'nete ntle le ho etsa liqeto leha e le life.
Ho nkile Lululemon lilemo tse 22 feela ho tloha ha e thehoa ho ea ho boleng ba 'maraka bo fetang $40 limilione tse likete. U ka 'na ua se ke ua ikutloa hore na ho monate hakae ka ho sheba lipalo tsena tse peli, empa u tla li fumana ka ho li bapisa. Ho ile ha nka Adidas lilemo tse 68 le Nike lilemo tse 46 ho fihlela boholo bona, e leng se bontšang hore na Lululemon e tsoetse pele ka potlako hakae.
Tlhahiso ea lihlahisoa tsa Lululemon e qalile ka setso sa "bolumeli", se lebisang basali ba nang le matla a ho sebelisa chelete e ngata, thuto e phahameng, ba lilemo li 24-34, le ho phehella bophelo bo botle e le bareki ba sepheo sa brand. Borikhoe ba borikhoe ba yoga bo bitsa li-yuan tse ka bang 1,000, 'me kapele bo tsebahala har'a basali ba sebelisang chelete e ngata.
02
Ka mafolofolo sebelisa mecha ea litaba ea sechaba lefatšeng ka bophara
Mokhoa oa ho bapatsa o atleha haholo
Pele ho seoa sena, sechaba se ikhethileng sa Lululemon se ne se tsepamisitsoe mabenkeleng a kantle ho naha kapa likopanong tsa litho. Ha seoa sena se qala mme mesebetsi ea batho kantle ho marang-rang e thibeloa, karolo ea leqephe la eona la mecha ea phatlalatso e laoloang ka hloko e ile ea tuma butle-butle.mokhoa o felletseng oa ho bapatsa oa "product outreach + lifestyle solidification" o khothalelitsoe ka katleho inthaneteng.Mabapi le sebopeho sa mecha ea litaba ea sechaba, Lululemon o sebelisitse mecha ea litaba ea sechaba lefatšeng ka bophara:
No.1 Facebook
Lululemon e na le balateli ba limilione tse 2.98 ho Facebook, 'me akhaonto haholo-holo e beha lihlahisoa tsa lihlahisoa, linako tsa ho koala lebenkele, liphephetso tse kang #globalrunningday Strava mathang lebelo, tlhahisoleseding ea tšehetso, lithupelo tsa ho thuisa, joalo-joalo.
No.2 Youtube
Lululemon e na le balateli ba 303,000 ho YouTube, 'me litaba tse rometsoeng ke akhaonto ea eona li ka aroloa ka lihlopha tse latelang:
E 'ngoe ke "litlhahlobo tsa lihlahisoa & hauls | lululemon", eo haholo-holo e kenyelletsang li-unboxing tsa li-bloggers le litlhaloso tse feletseng tsa lihlahisoa;
E 'ngoe ke "yoga, terene, litlelaseng tsa lapeng, ho thuisa, ho matha|lululemon", eo haholo-holo e fanang ka koetliso le lithupelo bakeng sa mananeo a fapaneng a boikoetliso - yoga, hip bridge, boikoetliso ba lapeng, ho thuisa, le maeto a malelele.
No.3 Instagram
Lululemon e bokelletse balateli ba fetang limilione tse 5 ho INS, 'me boholo ba melaetsa e hatisitsoeng tlalehong e mabapi le basebelisi ba eona kapa balateli ba ikoetlisetsa lihlahisoa tsa eona, hammoho le lintlha tsa bohlokoa tsa litlhōlisano tse ling.
No.4 Tiktok
Lululemon e butse li-account tse fapaneng tsa matrix ho TikTok ho latela merero e fapaneng ea ak'haonte. Ak'haonte ea eona ea semmuso e na le palo e kholo ea balateli, hajoale e bokella balateli ba 1,000,000.
Livideo tse lokollotsoeng ke ak'haonte ea molao ea Lululemon li arotsoe haholo ka mekhahlelo e mene: kenyelletso ea lihlahisoa, lifilimi tse khutšoane tsa boqapi, yoga le ho tsebahala ha mahlale a boikoetliso, le lipale tsa sechaba. Ka nako e ts'oanang, molemong oa ho ikamahanya le tikoloho ea litaba tsa TikTok, ho eketsoa lintho tse ngata tse fesheneng: tlhahiso e kopanetsoeng ea "duet-split-screen", li-screen cutouts tse tala ha u hlalosa lihlahisoa, le ts'ebeliso ea likarolo tsa sefahleho ho etsa hore sehlahisoa e be motho oa pele ha sehlahisoa e le qaleho ea mantlha.
Har'a bona, video e nang le tekanyo e phahameng ka ho fetisisa e sebelisa penta ea oli e 'nileng ea tsebahala haholo Inthaneteng morao tjena e le moralo o ka sehloohong. E sebelisa 'mathe oa yoga joalo ka skateboard, kharafu ea ho penta ka oli e le borashe ba ho penta, borikhoe ba yoga ea lululemon joalo ka pente, le bokaholimo bo mennoeng ho ba palesa e le mokhabiso. Ka ho hlophisa ka flash, e fana ka ponahalo ea boto ea ho taka nakong eohle ea "penta".
Video ena e na le mekhoa e mecha litabeng tsa thuto le sebopeho, 'me e amana le sehlahisoa le lebitso, tse hohetseng tlhokomelo ea balateli ba bangata..
Influencer Marketing
Lululemon o ile a hlokomela bohlokoa ba ho haha marang-rang nakong ea pele ea tsoelo-pele ea eona.E thehile sehlopha sa li-KOL ho matlafatsa nts'etsopele ea mohopolo oa lebitso la eona mme ka hona ho thehe likamano tsa nako e telele le bareki.
Baemeli ba mofuta oa k'hamphani ba kenyelletsa matichere a lehae a yoga, bakoetlisi ba boikoetliso ba 'mele le litsebi tsa lipapali sechabeng. Tšusumetso ea bona e nolofalletsa Lululemon ho fumana bareki ba ratang yoga le botle ka potlako le ka nepo.
Ho tlalehoa hore ho tloha ka 2021, Lululemon e na le baemeli ba lefats'e ba 12 le baemeli ba mabenkele ba 1,304. Manģosa a Lululemon a beha livideo le litšoantšo tse amanang le lihlahisoa ho mecha ea litaba ea sechaba ea machaba, e ntse e atolosa lentsoe la brand ho mecha ea litaba ea sechaba.
Ho phaella moo, motho e mong le e mong o tlameha ho hopola bofubelu ha sehlopha sa naha sa Canada se hlaha Liolimpiki tsa Mariha. Ha e le hantle, e ne e le seaparo se tlaase se entsoeng ke Lululemon. Lululemon le eona e ile ea tsebahala ho TikTok.
Lululemon e phatlalalitse leqhubu la papatso ho TikTok. Baatlelete ba tsoang sehlopheng sa Canada ba kentse junifomo ea bona e tsebahalang ea sehlopha ho TikTok #teamcanada mme ba eketsa hashtag #Lululemon#.
Video ena e ngotsoe ke skier ea mahala oa Canada Elena GASKELL akhaonteng ea hae ea TikTok. Ka video, Elena le basebetsi-'moho le eena ba ile ba tantša 'mino ba apere junifomo ea Lululemon.
03
Qetellong, ke batla ho re
Letšoao lefe kapa lefe le tsebahalang ho sechaba le ke ke la arohanngoa le temohisiso e tebileng ea bareki le maano a macha a ho bapatsa.
Lilemong tsa morao tjena, li-brand tsa yoga li 'nile tsa sebelisa li-platform tsa marang-rang bakeng sa ho bapatsa,' me mokhoa ona o hlahile ka potlako lefatšeng ka bophara. Ho bapatsa ka li-platform tsa media tsa sechaba ho thusa ho holisa tlhokomeliso ea lebitso, ho hohela bamameli, ho eketsa thekiso, le ho theha motheo oa bareki ba tšepahalang. Mmarakeng ona oa tlholisano oa lefats'e,papatso ea litaba tsa sechaba e fana ka menyetla e ikhethang mme e tlisa melemo e mengata ho likhoebo.
Ka nts'etsopele ea mecha ea litaba ea sechaba le liphetoho boitšoarong ba basebelisi, barekisi ba liaparo tsa yoga le lik'hamphani ba hloka ho tsoela pele ho ithuta le ho ikamahanya le maemo, le ho lula ba qapa le ho ntlafatsa maano a ho bapatsa. Ka nako e ts'oanang, ba tlameha ho sebelisa ka botlalo melemo le menyetla ea li-platform tsa litaba tsa sechaba tse kang TikTok, Facebook, le Instagram, 'me ba thehe setšoantšo se matla, ba holise karolo ea mmaraka, le ho theha maqhama a haufi le basebelisi ba lefats'e ka ho rala ka hloko le ho phethahatsa maano a ho bapatsa litaba tsa sechaba.
Nako ea poso: Dec-26-2024
