Eminyakeni yamuva nje, amaphrojekthi wokuqina athuthuke adlula indawo ye-"yoga," okuthe, ngenxa yezinzuzo zayo zezempilo kanye nokukhanga kwemfashini, yasheshe yathola ukunakwa okujwayelekile kodwa isiye yaba namandla kakhulu eminyakeni yokukhuthazwa kokufaneleka kazwelonke. Lolu shintsho luvule indlela yemikhiqizo yezimpahla ze-yoga evelele njengeLululemon ne-Alo Yoga.
Ngokusho kwe-Statista, imakethe yezimpahla ze-yoga yomhlaba wonke kulindeleke ukuthi yenze imali eyizigidi eziyizinkulungwane ezingama-37 zamaRandi, kanti ukuqagela kuzofinyelela ku-$42 billion ngo-2025. Naphezu kwale makethe echumayo, kunegebe eliphawulekayo ekunikezelweni kwezingubo ze-yoga zamadoda. Inani lamadoda abambe iqhaza ku-yoga likhula kancane kancane, futhi imikhiqizo efana neLululemon ibone iphesenti labathengi besilisa likhuphuka lisuka ku-14.8% ngoJanuwari 2021 laya ku-19.7% ngoNovemba walowo nyaka. Ngaphezu kwalokho, idatha ye-Google Trends ibonisa ukuthi ukusesha "i-yoga yamadoda" cishe kuyingxenye yalolo lwe-yoga yabesifazane, okubonisa isidingo esikhulu.
I-Vuori, ibhrendi eyaqala ngokukhomba le makethe engagcinwanga kahle ngezingubo ze-yoga zamadoda, isebenzise le threndi. Kusukela yaqalwa ngo-2015, i-Vuori ikhuphuke ngokushesha yafinyelela ku- $ 4 billion, yazimisa ngokuqinile phakathi kwezimbangi eziphezulu. Iwebhusayithi yayo ibone ithrafikhi ezinzile, nokuvakasha okungaphezulu kwezigidi ezi-2 ezinyangeni ezintathu ezedlule. Imizamo yokukhangisa kaVuori nayo ibilokhu ikhula, ngokunyuka kwe-118.5% ezikhangisweni zezokuxhumana ngenyanga edlule, ngokusho kwedatha ye-GoodSpy.
Isu Lomkhiqizo kanye Nomkhiqizo ka-Vuori
I-Vuori, eyasungulwa ngo-2015, iwuphawu olusha olugcizelela isici "sokusebenza" sezingubo zayo. Imikhiqizo yomkhiqizo iklanywe ngezici ezifana nokucisha umswakama, ukomisa ngokushesha, kanye nokumelana nephunga. Ukwengeza, ingxenye ebalulekile yezimpahla zokugqoka zikaVuori zenziwe nge-organic cotton nezindwangu ezigaywe kabusha. Ngokubeka phambili izinqubo zokukhiqiza "ezilungile" nezinto ezisimeme, i-Vuori ithuthukisa inani lemikhiqizo yayo futhi izibeke njengophawu olunomthwalo wemfanelo.
Nakuba uhlobo lwasekuqaleni lwalugxile ekugqokeni kwe-yoga yamadoda, i-Vuori manje inikezela ngezinhlobonhlobo zemikhiqizo kuzo zonke izigaba eziyi-14 zabesilisa nabesifazane. Izithameli zabo ezihlosiwe zifaka izibuko zabathengi be-Lululemon-class-class abazisa ulwazi lomkhiqizo futhi bazimisele ukutshala izimali ezisezingeni eliphezulu, imikhiqizo ekhiqizwa ngokuziphatha. Isu lentengo likaVuori libonisa lokhu ngemikhiqizo yabo eminingi enenani eliphakathi kuka-$60 no-$100, kanye nengxenye encane enenani elingaphezu kuka-$100.
I-Vuori nayo yaziwa ngokugcizelela kwayo kakhulu isevisi yamakhasimende. Ihlukanisa imikhiqizo yayo ngokusekelwe ezindaweni ezinhlanu ezibalulekile—ukuqeqeshwa, ukuntweza, ukugijima, i-yoga, nokuhamba ngaphandle—ukusiza amakhasimende ukuthi athenge enolwazi. Ukuze kugqugquzelwe ukwethembeka komkhiqizo, u-Vuori uqalise izinhlelo ezifana ne-V1 Influencer Programme kanye ne-ACTV Club, ezinikeza izaphulelo ezikhethekile kanye nokufinyelela ezinsizeni zokuqeqeshwa zochwepheshe zamalungu.
I-Vuori's Social Media Marketing
Inkundla yezokuxhumana idlala indima ebalulekile kuqhinga lokumaketha likaVuori. Lo mkhiqizo uqoqe abalandeli abangu-846,000 kuwo wonke amapulatifomu afana ne-Instagram, Facebook, ne-TikTok, usebenzisa lezi ziteshi ukukhuthaza ukusebenzisana nabathonya, ukumaketha okuyingcaca, namakilasi okuqina bukhoma. Impumelelo yemikhiqizo efana ne-Lululemon ikweleta kakhulu ukuba khona kwabo ezinkundleni zokuxhumana, futhi uVuori ulandela umkhondo wakhe okhulayo wenkundla yezokuxhumana.
Isu Lokukhangisa likaVuori
Imizamo yokukhangisa kaVuori ibilokhu iqinile, kanti ukucindezela okukhulu kwenzeka phakathi kukaSepthemba noNovemba unyaka ngamunye. Ngokusho kwedatha ye-GoodSpy, ukutshalwa kwezimali kokukhangisa okuphezulu kwenzeka ngo-September, okubonisa ukukhula okungu-116.1% kwenyanga nenyanga. Lo mkhiqizo uphinde wenyusa ivolumu yawo yokukhangisa ngoJanuwari, ikhuphuke ngo-3.1% kusukela enyangeni edlule.
Iningi lezikhangiso zikaVuori zilethwa nge-Facebook, ngokusakazwa okuhlukahlukene eziteshini ezahlukene zemidiya. Ngokuphawulekayo, i-Messenger yabona isabelo sayo sikhuphuka ngoJanuwari, okwenza u-24.72% wesamba sokusabalalisa izikhangiso.
Ngokwesifunda, i-Vuori igxile kakhulu e-United States, Canada, nase-United Kingdom—izifunda ezihola phambili imakethe ye-yoga yomhlaba. NgoJanuwari, u-94.44% we-investimenti yokukhangisa ye-Vuori yayigxile e-US, ihambisana nesikhundla sayo esiphezulu emakethe yomhlaba.
Kafushane, ukugxila kwamasu kukaVuori ezimpahleni ze-yoga zamadoda, ukukhiqizwa okusimeme, kanye nokumaketha kwenkundla yezokuxhumana, kuhlanganiswe nendlela yokukhangisa eqondisiwe, kuqhubekisele phambili umkhiqizo empumelelweni, walubeka njengomdlali owesabekayo emakethe ekhulayo yokugqoka ye-yoga.
Imuphi umphakeli wezingubo ze-Men Yoga onekhwalithi efanayo ne-Vuori?
Uma ufuna umhlinzeki wezingubo zokufaneleka onekhwalithi efanayo neye-Gymshark, i-ZIYANG inketho okufanele icatshangelwe. Itholakala e-Yiwu, inhloko-dolobha yempahla yomhlaba, i-ZIYANG iyimboni yokugqoka ye-yoga egxile ekudaleni, ekukhiqizeni, nasekuthengiseni isamba sezimpahla zokugqoka ze-yoga zesigaba sokuqala semikhiqizo yamazwe ngamazwe namakhasimende. Bahlanganisa ngaphandle komthungo ubuciko kanye nokuqanjwa kabusha ukuze kukhiqizwe izingubo ze-yoga zekhwalithi ephezulu ezinethezekile, ezisemfashinini, nezisebenzayo. Ukuzinikela kwe-ZIYANG ekwenzeni okuhle kubonakala kukho konke ukuthunga ngokucophelela, ukuqinisekisa ukuthi imikhiqizo yayo yeqa izinga eliphezulu lemboni.Xhumana ngokushesha
Isikhathi sokuthumela: Jan-04-2025
