Kwiminyaka yakutshanje, iiprojekthi zokuzilolonga ziye zavela ngaphaya kwendawo ye "yoga," eyathi, ngenxa yeenzuzo zayo zempilo kunye nesibheno sefashoni, yafumana ngokukhawuleza ukuqwalaselwa okuqhelekileyo kodwa iyancipha kakhulu kwiminyaka yokukhuthaza impilo yelizwe. Olu tshintsho luvule indlela yokuma kweempahla ze-yoga ezifana neLululemon kunye ne-Alo Yoga.
Ngokutsho kwe-Statista, imarike yokunxiba ye-yoga yehlabathi kulindeleke ukuba ivelise i-37 yeebhiliyoni zeerandi kwingeniso, kunye noqikelelo olufikelela kwi-42 yeebhiliyoni zeedola ngo-2025. Ngaphandle kwale marike ikhulayo, kukho umsantsa ophawulekayo kwiminikelo yempahla ye-yoga yamadoda. Umyinge wamadoda athatha inxaxheba kwi-yoga ukhula ngokuthe ngcembe, kwaye iibrendi ezinjengeLululemon zibone ipesenti yabathengi abangamadoda inyuka ukusuka kwi-14.8% ngoJanuwari 2021 ukuya kwi-19.7% ngoNovemba waloo nyaka. Ngaphaya koko, idatha ye-Google Trends ibonisa ukuba uphendlo lwe "yoga yamadoda" luphantse lube sisiqingatha seyoga yabasetyhini, ebonisa imfuno ebalulekileyo.
I-Vuori, ibhrendi eyaqala ngokujolisa kule marike ingagcinwanga ngokunxitywa kweyoga yamadoda, uye wazuza imali kulo mkhwa. Ukusukela ekusekweni kwayo ngo-2015, uVuori ukhawuleze wenyuka waya kuqikelelo lwe-4 yeebhiliyoni zeerandi, ezimisa ngokuqinileyo phakathi kwabakhuphisana abaphezulu. Iwebhusayithi yayo ibone itrafikhi ezinzileyo, kunye notyelelo olungaphezulu kwezigidi ezi-2 kwiinyanga ezintathu ezidlulileyo. Iinzame zokukhangisa zikaVuori nazo ziye zakhula, kunye nokunyuka kwe-118.5% kwiintengiso zeendaba zoluntu kwinyanga edlulileyo, ngokutsho kwedatha yeGoodSpy.
Igama likaVuori kunye neQhinga leMveliso
I-Vuori, esekwe kwi-2015, luhlobo olutsha olugxininisa inkalo "yokusebenza" yesinxibo sayo. Iimveliso ze-brand ziyilelwe ngeempawu ezinje ngokususa ukufuma, ukomisa ngokukhawuleza, kunye nokumelana nevumba. Ukongeza, inxalenye ebalulekileyo yempahla kaVuori yenziwe ngomqhaphu ophilayo kunye namalaphu asetyenzisiweyo. Ngokubeka phambili iinkqubo "zokuziphatha" kunye nezixhobo ezizinzileyo, i-Vuori iphakamisa ixabiso leemveliso zayo kunye nezikhundla ngokwazo njengophawu olunoxanduva.
Nangona uphawu lwangaphambili lwalugxile ekunxibeni kweyoga yamadoda, iVuori ngoku ibonelela ngoluhlu olubanzi lweemveliso kuzo zonke iindidi ezili-14 zamadoda nabasetyhini. Abaphulaphuli abajoliswe kubo babonakalisa izibuko zeLululemon-abathengi abaphakathi abaxabisa amava e-brand kwaye bazimisele ukutyalomali kumgangatho ophezulu, iimveliso eziveliswe ngokuziphatha. Isicwangciso sexabiso likaVuori sibonisa oku kunye neemveliso zabo ezininzi ezixabisa phakathi kwe-$ 60 kunye ne-$ 100, kunye nesahlulo esincinci esixabisa ngaphezu kwe-$ 100.
I-Vuori yaziwa nangokugxininisa ngamandla kwinkonzo yabathengi. Ikwahlula iimveliso zayo ngokusekwe kwiinkalo ezintlanu zokusebenza eziphambili-uqeqesho, ukusefa, ukugijima, i-yoga, kunye nokuhamba ngaphandle-ukunceda abathengi ukuba bathenge ulwazi olungakumbi. Ukukhuthaza ukunyaniseka kwegama, uVuori uqalise iinkqubo ezifana neNkqubo ye-V1 Influencer kunye neKlabhu ye-ACTV, enikezela ngezaphulelo ezikhethekileyo kunye nokufikelela kwizibonelelo zoqeqesho lobuchwephesha kumalungu.
UkuThengisa iMedia Media kaVuori
Imidiya yoluntu idlala indima ebalulekileyo kwiqhinga lokuthengisa likaVuori. Uphawu luqokelele abalandeli abangama-846,000 kuwo onke amaqonga anje nge-Instagram, Facebook, kunye neTikTok, kusetyenziswa ezi jelo ukukhuthaza intsebenziswano nabaphembeleli, ukuthengisa ngemizobo, kunye neeklasi zokuqina komzimba. Impumelelo yeebrendi ezifana neLululemon inetyala elikhulu kubukho babo kumajelo eendaba ezentlalo, kwaye uVuori ulandela ngokukhula kwawo amajelo eendaba ezentlalo.
IQhinga leNtengiso likaVuori
Iinzame zokubhengeza zikaVuori bezizinzile, olona tyhalo lukhulu lwenzeka phakathi kukaSeptemba noNovemba nyaka ngamnye. Ngokutsho kwedatha yeGoodSpy, utyalo-mali oluphezulu lwentengiso lwenzeka ngoSeptemba, lubonisa ukukhula kwe-116.1% ngenyanga. I-brand nayo yandisa umthamo wayo wentengiso ngoJanuwari, inyuka nge-3.1% ukusuka kwinyanga edlulileyo.
Uninzi lweentengiso zikaVuori zihanjiswa ngoFacebook, ngokusasazwa okwahlukeneyo kumajelo osasazo ahlukeneyo. Ngokucacileyo, i-Messenger yabona isabelo sayo sonyuka ngoJanuwari, yenza i-24.72% yokusasazwa kweentengiso.
Ngokwengingqi, i-Vuori ijolise ikakhulu e-United States, eCanada, nase-United Kingdom-iindawo ezikhokela imakethi yeyoga yehlabathi. NgoJanuwari, i-94.44% yotyalo-mali lwentengiso ye-Vuori yayigxile e-US, ihambelana nesikhundla sayo esiphezulu kwimarike yehlabathi.
Isishwankathelo, ugqaliselo lweqhinga likaVuori kwisinxibo seyoga yamadoda, imveliso ezinzileyo, kunye nentengiso yemidiya yoluntu, kudityaniswe nendlela ekujoliswe kuyo yentengiso, iluqhubele phambili uphawu empumelelweni, elubeka njengomdlali owoyikekayo kwimarike yokunxiba yeyoga ekhulayo.
Ngowuphi umthengisi wokunxiba waMadoda weYoga onomgangatho ofanayo noVuori?
Xa ukhangela umthengisi wokunxiba onomgangatho ofanayo nowaseGymshark, i-ZIYANG lukhetho olufanele ukuqwalaselwa. Ifumaneka eYiwu, ikomkhulu leemveliso zehlabathi, i-ZIYANG ngumzi-mveliso wokunxiba weyoga ogxile ekudaleni, ekwenziweni, nasekuthengiseni ukunxitywa kweyoga yodidi lokuqala lwemveliso kunye nabathengi. Badibanisa ngaphandle komthungo ubugcisa kunye nokuyila ukuvelisa ukunxiba kweyoga ekumgangatho ophezulu okhululekileyo, osefashonini, kunye nokusebenzayo. Ukuzinikela kukaZIYANG ekugqweseni kubonakala kuko konke ukuthunga ngocoselelo, eqinisekisa ukuba iimveliso zayo zingaphezulu kweyona migangatho iphezulu yoshishino.Qhagamshelana kwangoko
Ixesha lokuposa: Jan-04-2025
