01
Ukususela ekubuyiselwe kwixabiso lentengiso ngaphezulu kwe-40 yeedola zase-US
Kuthathe kuphela iminyaka engama-22
I-Lululemon yasungulwa ngo-1998. YiInkampani ephefumlelwe yiyoga kwaye idala izixhobo zezemidlalo eziphakamileyo zezabantu zabantu. Iyakholelwa ukuba "i-yoga ayisiyondawo yokuzilolonga kuphela kwi-mat, kodwa nendlela yokuphila kunye nentanda-bulumko yobomi." Ngamazwi alula, kuthetha ukunikela ingqalelo kwisiqu sakho, ukunikela ingqalelo ngoku, kunye nokuqonda nokwamkela iingcinga zakho eziyinyani ngaphandle kokwenza izigqibo.
Kuthathe i-LULEELEmon kwiminyaka engama-22 ukusuka kwixabiso lakhe kwixabiso lentengiso elingaphezulu kwe- $ 40 yezigidigidi. Awunakuziva ukuba mkhulu kangakanani ngokujonga la manani mabini, kodwa uya kuyifumana ngokuthelekisa. Kwathatha iminyaka engama-68 kunye ne-Nike iminyaka engama-46 yokufikelela kobungakanani, ebonisa indlela ekhawulezayo ngokukhawuleza uLul.
Imveliso yemveliso kaLululemon yaqala ngenkcubeko "yenkolo", ejolise kwabasetyhini enamandla enkcitho ephezulu, kwimfundo ephezulu, ubudala, i-20 ukuya kwi-35 ukuya kwi-35 ukuya kwi-35-3, kunye nokufumana abathengi bethagethi. Isibini seebhulukhwe ze-yoga sixabisa phantse i-1 000 yuan kwaye ngokukhawuleza ithandwa phakathi kwabasetyhini abaziintloko.
02
Ngenkuthalo i-terloy jikelele yehlabathi jikelele
Indlela yokuthengisa ngempumelelo iyonke intsholongwane
Phambi kokuba abahlali be-pandemic, oonolwazi oluqhelekileyo lwe-Lululemon lwalugxilwe kwiivenkile ezingenamsebenzi okanye kwiindibano zelungu. Xa i-phammatic yaqalisa imisebenzi engafakwanga i-intanethi ithintelwe, indima yendawo yayo yasekhaya yalo ngononophelo yaba ludumo olubalaseleyo, kwayeImodeli yokuthengisa epheleleyo ye "Imveliso yokufikelela kwimveliso + yokuqinisa indlela yokuphila" yaphakanyiswa ngempumelelo kwi-Intanethi.Ngokwemo yendawo yolwazi lwezentlalo, i-Lululemon yathumela ngenyameko imithombo yeendaba yelizwe:
No.1 Facebook
I-Lululemon inabalandeli be-2.98illion kwi-Facebook, kunye neakhawunti ikakhulu ikhutshelwe kwimveliso yemveliso, igcina amaxesha okuvala, ucelomngeni olunjengomhla wokuhlawula i-#glooldring, iNkqubo yokuCacisa, ukucamngca, ukufundisa okuzimeleyo, njl.
Hayi.2 YouTube
U-Lululemon unabalandeli abangama-303,000 kwi-YouTube, kwaye umxholo othunyelwe yiakhawunti yayo unokwenziwa ngokoluhlu olulandelayo:
Inye i "Imveliso yoVavanyo lweMveliso | I-Hauls | I-Lululemon", equka ikakhulu i-blogger 'engaphandle kwebhokisi yeBloggers kunye nokuphononongwa ngokubanzi kweemveliso;
Inye "yoga, uloliwe, kwiklasi yamakhaya, ukucamngca, ukubaleka | I-Yoga, iBridge, Ukuzilolonga, ukucamngca, kunye nokuhamba umgama omde.
No.3 Instagram
U-Lululemon uqokelele abalandeli abangaphezu kwezigidi ezi-5, kwaye uninzi lwezithuba ezipapashwe kwiakhawunti zimalunga nabasebenzisi bayo okanye abalandeli abazilolonga kwiimveliso zayo, kunye neembalasane zokhuphiswano.
No.4 Tiktok
U-Lululemon uvule iiakhawunti ezahlukeneyo ze-matrix kwi-tiktok ngokweenjongo ezahlukeneyo. Iakhawunti yayo esemthethweni inelona nani likhulu labalandeli, okwangoku liqokelela abalandeli abayi-1 000,000.
Iividiyo ezikhutshwe yi-akhawunti yaseburhulumenteni yaseLulupimon ikakhulu zahlulwe zahluzi ezine: Intshayelelo yemveliso, iifilimu ezimfutshane zokuyila, i-yoga kunye namabali oluntu. Kwangelo xesha, ukuze kulungelelaniswe kumxholo weTiktok, izinto ezininzi zothumo zongezwa: i-DUET Split-Split-Screen, i-Screen Screen, i-Screen Screen, i-Screen Screen, kunye nokusetyenziswa kweempawu zobuso ukwenza inqaku lokuqala.
Phakathi kwazo, ividiyo enelona nqanaba liphezulu lisebenzisa umzobo weoyile edume kakhulu kwi-Intanethi kutsha nje ngokwesikhokelo esiphambili. Isebenzisa i-yoga njenge-skiteboard, ifosholo yokupeyinta ioyile njengebrashi yepeyinti, i-youleramon yoga yepeyinti, kwaye i-topt igobile njengentyatyambo. Ngokuhlela ukuhlelwa kwefleshi, ibonisa ukubonakala kweBhodi yomzobo ngexesha lenkqubo "yokupeyinta".
Ividiyo inobuchule kuwo omabini umbandela kunye nefom, kwaye inxulumene nemveliso kunye ne-rab, etsala ingqalelo yabalandeli abaninzi.
Intengiso yeNtengiso
U-Lullelemon wakuqonda ukubaluleka kwesakhiwo sophawu kumanqanaba okuqala kuphuhliso lwayo.Yakhela iqela le-kol ukomeleza ukukhuthaza umxholo wayo kwaye emva koko kusekwe ubudlelwane bexesha elide nabathengi.
Abameli bophawu lweNkampani babandakanya ootitshala baseKhaya, abaqeqeshi bobuchule kunye neengcali zezemidlalo ekuhlaleni. Impembelelo yabo yenza ukuba uLululemon afumane abathengi abathanda i-yoga nobuhle ngokukhawuleza nangokuchanekileyo.
Kuxelwe ukuba nge-2021, uLululemon unabantu abayi-12 yehlabathi kunye no-1,304 bagcina oonozakuzaku. Abathunywa bakaLululemon bathumela iividiyo ezinxulumene nemveliso kunye nemifanekiso ephambili kwi-Wiptal yeHlabathi yeHlabathi, ngakumbi ukwandisa izwi le-Break kwizidindaba zentlalo.
Ukongeza, wonke umntu kufuneka akhumbule i-Red xa iqela lesizwe laseCanada lavela kwiiOlimpiki zasebusika. Ngapha koko, leyo yayiyijacket ephantsi eyenziwe nguLululemon. U-Liulemon wathandwa kwi-tiktok.
U-Lululemon wasungula i-wave yentengiso kwi-tiktok. Iimbaleki kwiqela laseKhanada lathumela iyunifomu yabo ethandwayo kwi-tiktok #taamcanada kwaye yongeza i-hashtag # i-nululemon #.
Le vidiyo yathunyelwa yi-Canada Skiter elena gaskell kwi-akhawunti yakhe yeTiktok. Kwividiyo, uElena kunye neqela lakhe badanisa kumculo onxibe iyunifomu yaseLuluplemon.
03
Okokugqibela, ndifuna ukuthetha
Nawuphi na uphawu olwaziwaleleyo kuluntu alunakuba nakho ulwazi olunzulu kubathengi kunye neendlela zokuthengisa zentengiso.
Kwiminyaka yakutshanje, i-yoga ithwala ii-rands zisebenzisa amaqonga eendaba zentlalo yokuthengisa, kwaye le meko ivele ngokukhawuleza kwihlabathi liphela. Ukuthengisa ngamaqonga eendaba zentlalo kunceda ukwanda kolwazi lokwazisa, kutsala abaphulaphuli, ukwanda kwentengiso, kunye nokwakha isiseko somthengi othembekileyo. Kule ntengiso yehlabathi,Intengiso yeendaba zentlalo zibonelela ngamathuba ahlukeneyo kwaye izisa izibonelelo ezininzi kumashishini.
Ngokuphuhliswa kwemithombo yeendaba zentlalo kunye notshintsho kwindlela yokuziphatha yomsebenzisi, i-yoga inxiba abathengisi kunye neenkampani kufuneka ziqhubeke nokufunda nokuziqhelanisa nezicwangciso zokuphucula. Kwangelo xesha, kufuneka bazisebenzise ngokupheleleyo izibonelelo kunye namathuba amanqanaba eendaba ezentlalo ezifana neTiktok, i-Facebook, kunye ne-Instagram, kunye nokuseka ubudlelwane obusondeleyo, kunye nokuseka iindlela zokucwangciswa kwezentlalo.
Ixesha lePosi: NgoDE-26 ukuya ku-2424
