01
Kusuka ekusungulweni kwenani lemakethe edlula ama-40 billion ama-US Dollars
Kuthathe iminyaka engama-22 kuphela
ULulelemomomon wasungulwa ngo-1998. Kunjaloinkampani ephefumulelwe yi-yoga futhi yakha imishini yezemidlalo ephezulu yabantu abanobuchwepheshe babantu banamuhla. Kukholelwa ukuthi "I-Yoga akuyona nje into yokuzivocavoca ku-mat, kodwa futhi nomkhuba wesimo sempilo nefilosofi yengqondo." Ngamagama alula, kusho ukunaka wena uqobo lwangaphakathi, unaka okwamanje, futhi unaka futhi wamukele imicabango yakho yeqiniso ngaphandle kokwenza izahlulelo.
Kuthathe uLululemon iminyaka engama-22 kuphela ukusuka ekusungulweni kwayo ngenani lemakethe lama- $ 40 billion. Awungeke uzwe ukuthi muhle kangakanani ngokubheka lezi zinombolo ezimbili, kepha uzokuthola ngokuziqhathanisa. Kuthathe iminyaka engama-68 futhi uNike iminyaka engama-46 ukufinyelela kulolu usayizi, okhombisa ukuthi i-lululemon esheshayo iye yathuthuka kanjani.
I-Lilelemon's Product Innovation yaqala ngesiko elithi "yezenkolo", okubhekiswe kwabesifazane abanamandla amakhulu okusebenzisa imali, imfundo ephakeme, eneminyaka engama-24- 34, kanye nokuphishekela ukuphila okunempilo njengabathengi abanempilo. I-pair of yoga ibhulukwe ibiza cishe i-yuan eyi-1 000 futhi ngokushesha iba ithandwa kubantu besifazane abasebenzisa imali ephezulu.
02
Faka imithombo yezokuxhumana emphakathini yomhlaba wonke
Indlela yokumaketha impumelelo i-viral
Ngaphambi kobhubhane, imiphakathi ehlukile kakhulu kaLululemon kakhulu yayigxile ezitolo ezingaxhunyiwe ku-inthanethi noma emibuthanweni yamalungu. Lapho kuqala ubhubhane futhi imisebenzi engaxhunyiwe ku-inthanethi yabantu ikhawulelwe, iqhaza lekhasi lasekhaya lakulo ngokucophelela eliphethwe ngokucophelela laba livelele, futhiImodeli ephelele yokumaketha ye- "Product Outreach + Ukuqina Kwendlela Yokuphila" kukhuthazwe ngempumelelo ku-inthanethi.Ngokuya ngesakhiwo semidiya yezenhlalo, iLulelemon esetshenziswe ngokusebenza kwezindaba zomphakathi zomhlaba wonke:
No.1 Facebook
ILulelemon inabalandeli be-2.98million ku-Facebook, futhi i-akhawunti ikakhulukazi ithumela ukukhishwa komkhiqizo, izikhathi zokuvalwa kwezitolo, izinselelo ezifana ne- #globalrunnning strava Running Race, imininingwane yokuxhasa, njulu motorials, njulu, tutorials, njulu, tutorials, njulu njr.
Cha.2 YouTube
ILulelemom inabalandeli abangama-303,000 ku-YouTube, futhi okuqukethwe okuthunyelwe yi-akhawunti yawo kungahlukaniswa cishe kulolu chungechunge olulandelayo:
Okukodwa "ukubuyekezwa komkhiqizo & hauls | ILulelemon", okubandakanya ngokuyinhloko abanye ababhulogi be-benbor 'benboxing kanye nokubuyekezwa okuphelele kwemikhiqizo;
Eyokuqala yi- "Yoga, isitimela, ezifundweni zasekhaya, ukuzindla, run | i-lululemon", enikeza ngokuyinhloko ukuqeqeshwa nezincwadi zezinhlelo zokuzivocavoca ezahlukahlukene - i-yoga, i-hip ibhuloho, nokuhamba ibanga elide.
Cha.3 Instagram
ILulelemon iqoqe abalandeli abangaphezu kwezigidi ezi-5 ku-ins, futhi iningi lezinto ezithunyelwe ezishicilelwe ku-akhawunti zibasebenzisi noma abalandeli balo ngemikhiqizo yalo, kanye namaphuzu avelele emiqhudelwano ethile.
No.4 Tiktok
ILulelemon ivule ama-akhawunti ahlukene we-matrix ku-tiktok ngokuya ngezinhloso ze-akhawunti ezahlukahlukene. I-akhawunti yayo esemthethweni inenani elikhulu kakhulu labalandeli, njengamanje baqongelela abalandeli abangu-1 ntru000.
Amavidiyo akhishwe yi-akhawunti esemthethweni yeLulelemon ahlukaniswe izigaba ezine: Isingeniso somkhiqizo, amafilimu amafushane wokudala, i-Yoga kanye nokuqina kwesayensi yokuthandwa, kanye nezindaba zomphakathi. Ngasikhathi sinye, ukuze uzivumelanise nemvelo yokuqukethwe kweTiktok, kufakwa izinto eziningi ezithambekele: Ukuhlukaniswa kwesikrini kwe-Duet Split lapho uchaza imikhiqizo, kanye nokusetshenziswa kobuso ukwenza umkhiqizo wokuqala.
Phakathi kwazo, ividiyo enesilinganiso esiphakeme kunazo zonke isebenzisa umdwebo kawoyela obedumile kakhulu kwi-Intanethi muva nje njengohlaka oluphambili. Isebenzisa i-yoga mat njenge-skateboard, ifosholo lokupenda lamafutha njengebhulashi lokupenda, ibhulukwe le-lululemon yoga njengopende, bese kusongelwa phezulu kube imbali. Ngokuhlelwa kwe-Flash, kuveza ukubonakala kwebhodi lokudweba ngesikhathi senqubo yonke "yokupenda".
Ividiyo iyinto entsha kuzo zombili lezi zifundo kanye nefomu, futhi ihlobene nomkhiqizo kanye nomkhiqizo, odonsele ukunakwa kwabalandeli abaningi.
Ukumaketha Okuthonya
ILulelemon yabona ukubaluleka kwesakhiwo somkhiqizo ezigabeni zokuqala zokuthuthuka kwayo.Yakhe iqembu lamaKols ukuqinisa ukukhushulwa komqondo walo womkhiqizo futhi ngaleyo ndlela asungule ubudlelwano besikhathi eside nabathengi.
Amanxusa wenkampani yenkampani afaka othisha bendawo ye-Yoga, abaqeqeshi bokuqina kanye nochwepheshe bezemidlalo emphakathini. Ithonya labo lenza i-lululemon ukuthola abathengi abathanda i-yoga nobuhle ngokushesha okukhulu nangokunembile.
Kubikwa ukuthi kusukela ngonyaka we-2021, uLulelemon unamanxusa ayi-12 omhlaba jikelele kanye nama-Ambassadors ayi-1,304 esitolo. Amanxusa weLululemon athumela amavidiyo ahlobene nomkhiqizo nezithombe ku-Maintream International Social Media, eqhubeka nokwandisa izwi lomkhiqizo kwabezindaba zenhlalo.
Ngaphezu kwalokho, wonke umuntu kumele akhumbule okubomvu lapho iqembu lesizwe laseCanada livela kuma-Olimpiki asebusika. Eqinisweni, lokho kwakuyibhantshi eliphansi elenziwe nguLululemon. ULulelemon ubuye wathandwa kuTiktok.
ULulelemomon wethula igagasi lokumaketha ku-tiktok. Abasubathi beqembu laseCanada bathumele umfaniswano wabo weqembu elidumile ku-Tiktok #teamcanada futhi bangeze i-hashtag # lululemon #.
Le vidiyo yathunyelwa yiCanada Frenesyle skier elena gaskell ku-akhawunti yakhe ye-tiktok. Kule vidiyo, u-Elena kanye nabalingani bakhe beqembu badansa emculweni ogqoke umfaniswano weLululemon.
03
Ekugcineni, ngifuna ukusho
Noma yiluphi uhlobo owaziwa kakhulu ngumphakathi aluhlukaniswa kusuka ekubukekeni okujulile kubathengi namasu wokumaketha amasha.
Eminyakeni yamuva nje, izinhlobo ze-Yoga ezigqokwa zisebenzise kakhulu amapulatifomu ezokuxhumana okumaketha, futhi lo mkhuba uvele ngokushesha emhlabeni jikelele. Ukumaketha ngokusebenzisa amapulatifomu ezenhlalo kusiza ukunwebisa ukuqwashisa ngomkhiqizo, ukuheha izithameli eziqondiwe, ukukhulisa ukuthengisa, futhi wakhe isisekelo samakhasimende athembekile. Kule makethe yomhlaba wonke yokuncintisana,I-Social Media Marketing inikeza amathuba ahlukile futhi iletha izinzuzo eziningi kumabhizinisi.
Ngokuthuthukiswa kwemithombo yezokuxhumana kanye nezinguquko ekuziphatheni komsebenzisi, abathengisi be-yoga be-Wears kanye nezinkampani kudingeka baqhubeke nokufunda nokuzivumelanisa nezimo, futhi bavuselele njalo futhi basebenzise amasu okumaketha. Ngasikhathi sinye, kufanele futhi basebenzise ngokugcwele izinzuzo namathuba amapulatifomu ezokuxhumana anjengeTiktok, i-Facebook, ne-Instagram, futhi asungule ukuxhumeka okuqinile nabasebenzisi bomhlaba wonke ngokuhlela ngokucophelela namasu wokukhangisa wezenhlalo.
Isikhathi sePosi: Disemba-26-2024
