Kei te rerekē haere te āhua o te ao hākinakina i a tātou e anga atu ana ki te tau 2026. Neke atu i te rua tekau tau,Lululemon Athletica (LULU)kua noho ko ia te tino toa o te mākete o Amerika Te Raki, e huri ana i ngā reke yoga hei āhuatanga ahurea maha-piriona tāra. Heoi, i te whanaketanga o ngā wiki whakamutunga o te tau 2025, ka kitea te kamupene i tētahi huarahi whakawhiti.
Ahakoa kei te pāngia te waitohu e te "mātao" i tōna rohe taketake, kei te whakaoho anō hoki i te "kounga koura" i ngā mākete o te ao—ina koa ko Haina. Ka ara ake i tēnei rerekētanga he pātai nui mā ngā kaipupuri moni, mā ngā kaiwhakataetae, me ngā kaihoahoa ahua:He kaha te whānui o Lululemon puta noa i te ao ki te tiaki i tōna karauna i te mea e ngaro ana te kaha o tana miihini o Amerika?
I. Te Papa Whenua o Amerika Te Raki: Te Anga Atu ki te Raru "Houtanga"
Mō ngā tau maha, i rongonui a Lululemon mō te "ātete" i te US me Kanata. Engari kua whakaatuhia e ngā whiwhinga hauwhā tata nei tētahi ngoikoretanga onge. Kua tino puhoi te moni whiwhi i ngā whenua o Amerika, ā, e whakaatu ana ngā hoko rite i tētahi hekenga whakamiharo.
Te Ngenge o te Whakarōpūtanga "Matua"
Nō nā tata nei, i kōrero a Calvin McDonald, te Tumu Whakarae e wehe atu ana, mō te mea nui rawa atu: te kore oauahatanga huaAhakoa teWhakarārangihiameTereina WunderHe rongonui ngā raupapa, kei te hiahia te kaihoko o te US ki ngā mea hou i tēnei wā. Nā te korenga o ngā āhua hou "me whai", kua heke te maha o ngā tāngata e haere ana ki te waitohu.
Te Pānga "Alo & Vuori"
Kāore anō kia pēnei te kikī o te ao whakataetae. Ngā waitohu pēnei i aAlo Yogakua hopukina angitu te āhua o te "whare takaro ahua teitei", i te wāVuorikua kaha te whakahaere i te ao "whakamarie takutai". Kua kaha te neke atu o ēnei kaiwhakataetae ki te rohe o Lululemon, me te tuku i ngā huarahi rerekē ki tētahi turanga kaihoko e tuwhera haere ana ki te whakawhiti waitohu.
Te Whakapaunga a te Kaihoko Whiriwhiri
I te āhuarangi ōhanga whānui o te mutunga o te tau 2025, kei te kaha haere te aro o te hunga whai rawa "Lulu-loyalist". Nā ngā reiti huamoni teitei me te pikinga o te utu kua piki ake te maha o ngā kākahu hohe - arā, ko ngā mea anake e hokona ana e ngā kaihoko e hiahiatia ana, me te tatari tonu mō ngā hoko "We Made Too Much" kaua ki te hoko i te utu katoa.
II. Te Whare Mana o te Ao: He aha a Haina te Rohe Hou
Mena he miihini whakamatao te mākete o Amerika,He kaipuke rōkete a Haina.I roto i te whakaaturanga whakamiharo o te haruru o te waitohu, i piki ake te moni whiwhi a Lululemon i Haina Matua mā te46%i tēnei hauwhā kua taha ake nei.
Te Tohu Tūnga o "Te Oranga"
I Haina, kua hipa ake a Lululemon i te tapanga "yoga". Kua waiho hei tohu mana mō te oranga katoa. Kua tino whakamahia e te waitohu te hiahia o te "Oranga Waenganui Runga" mō te hauora me te hapori. Mā te manaaki i ngā huihuinga nui "Kia Ora" me ngā oma hapori i ngā tāone nui pērā i a Shanghai me Shenzhen, kua hanga e rātou he hononga kare ā-roto hohonu ake ki ngā kaihoko atu i ō rātou hoa whakataetae hākinakina tuku iho.
Te Whakawhanui i te Mahere
Kāore a Lululemon e piri noa ki ngā tāone Tier-1. I angitu te mahere whānui o te tau 2025 ki te uru atu ki ngā tāone Tier-2 me Tier-3, kei reira te hiahia mō ngā waitohu kounga teitei o te Hauāuru e tere ake ana te tipu i te tuku ā-rohe. Ko tēnei kanorau ā-whenua kei te mahi hei ārai pūtea nui mō te kamupene i tēnei wā.
III. Te Whanaketanga Rautaki: Te Mahere "Mana o te Toru x2"
Ahakoa te ngawari o te whare, kei te piri tonu a Lululemon ki tana wawata nui"Mana o te Toru x2"rautaki tipu. Ko te whāinga o tēnei mahere he whakarea i te moni whiwhi a ngā tāne, te whakarea i te moni whiwhi matihiko, me te whakarea i te moni whiwhi o te ao i mua i te mutunga o te tau 2026.
Te Kāwai Tāne: Te Huarahi $2 Piriona
Ko tētahi o ngā wāhi kanapa o te pūrongo 2025 ko teTe wehenga tāne, e tata ana ki te25% o ngā hoko katoaMā te whakawhānui atu ki ngā kākahu "mahi-ki-te-tinana" pērā i teTarau ABCme ngā taputapu whakangungu mahi-teitei, e whakaatu angitu ana a Lululemon ehara i te mea mā ngā wāhine anake.
Hu me ngā Taputapu
Te urunga a Lululemon ki ngā hu—tae atu ki ngāNeke atu i te Ngākauhū oma—kua tīmata te rongonui. Ahakoa he wāhanga iti noa iho o te pakihi katoa, ka taea e te waitohu te tuku i tētahi otinga "mai i te mahunga ki te waewae", ka piki ake te uara tauwhitinga toharite mō ia kiritaki.
IV. He Wā Hou o te Kaiārahi: Te Whakawhiti 2026
Ko te huringa kaiārahi te mea nui rawa atu o Hakihea 2025.Calvin McDonaldkei te whakaritea kia heke iho i te tīmatanga o te tau 2026, nō reira kei te uru te waitohu ki tētahi wā whakaaroaro i a ia anō.
Ko te tīma kaiārahi wā poto, e arahina ana e te CFOMeghan Frank, kua oati kē i tētahi "Tautuhi Anō i te Hua." Anei ngā mea kei te heke mai mō te tau 2026:
- 35% Hou:He wāhanga nui o te kohinga Koanga/Raumati 2026 ka whakaatuhia he hoahoa me ngā hangarau papanga hou katoa.
- Te whānui haere ki Īnia me te Rawhiti o Waenganui:Te whakamahi i ngā hononga pakihi hou hei whakauru atu ki ngā rohe tipu tere.
- Arotahi ki te Oranga Tonutanga:Te whakateretere i te whakamahinga o te nairona "hangaruatia e te whākōkī" hei whakatutuki i ngā hiahia o te kaihoko Gen Z e aro nui ana ki te taiao.
V. Te Whakatau: Te Manawanui i te Hunga Hurihuri
He kōrero a Lululemon mō ngā mākete e rua i tēnei wā. Ko te "ngāwari" o te US he whakaohooho e kore e taea e ngā waitohu kaha rawa te whakawhirinaki ki te kororia o mua. Heoi, ko te tipu tere o te ao e whakaatu ana ko te uara matua o te waitohu—ko te kounga, te hapori, me te momo—he reo ao whānui.
Mena ka angitū te whakahounga o te hua o te tau 2026 ki te whakaora anō i te mura o Amerika Te Raki i te mea kei te haere tonu te pikinga o Haina, tera pea ka puta ake a Lululemon i tēnei whakawhiti me te kaha ake, me te kanorau ake i mua.
Wā tuku: Hakihea-22-2025
