Nkhani za anthu otchuka omwe ali ndi luso lolimbitsa thupi nthawi zonse zimakopa chidwi cha anthu. Anthu monga Pamela Reif ndi Kim Kardashian akuwonetsa momwe anthu okonda masewera olimbitsa thupi angakhudzire kwambiri.
Maulendo awo sapitirira kudzipangira dzina lawo. Mutu wotsatira m'nkhani zawo zopambana umakhudza zovala zolimbitsa thupi, zomwe zikukula kwambiri ku Ulaya ndi ku America.
Mwachitsanzo, Gymshark, kampani yogulitsa zovala zolimbitsa thupi yomwe idayamba mu 2012 ndi Ben Francis wazaka 19, wokonda masewera olimbitsa thupi, inali ndi mtengo wa $1.3 biliyoni panthawi ina. Mofananamo, kampani yogulitsa zovala za yoga ku North America yotchedwa Alo Yoga, yothandizidwa ndi anthu otchuka komanso otsatira awo, yamanga bizinesi ya zovala zamasewera yomwe malonda ake pachaka amafika madola mamiliyoni ambiri. Anthu ambiri okonda masewera olimbitsa thupi ku Europe ndi America, omwe ali ndi mafani mamiliyoni ambiri, ayambitsa bwino ndikuyendetsa bwino mitundu yawo ya zovala zamasewera.
Chitsanzo chodziwika bwino ndi Christian Guzman, wachinyamata wokonda masewera olimbitsa thupi wochokera ku Texas. Zaka zisanu ndi zitatu zapitazo, adatsanzira kupambana kwa Gymshark ndi Alo popanga kampani yake ya zovala zamasewera - Alphalete. Kwa zaka zisanu ndi zitatu za bizinesi yake yogulitsa zovala zolimbitsa thupi, tsopano wapeza ndalama zoposa $100 miliyoni.
Anthu olimbikitsa thanzi labwino amachita bwino osati kokha popanga zinthu komanso m'gulu la zovala zolimbitsa thupi, makamaka m'misika ya ku Ulaya ndi ku America.
Zovala za Alphalete zimapangidwa kuti zigwirizane ndi thupi la ophunzitsa, pogwiritsa ntchito nsalu zoyenera maphunziro olimbitsa thupi. Njira yawo yotsatsira malonda imaphatikizapo kugwirira ntchito limodzi ndi anthu olimbikitsa thanzi, zomwe zathandiza Alphalete kupeza malo ake pamsika wa zovala zamasewera wodzaza anthu.
Pambuyo pokhazikitsa bwino Alphalete pamsika, Christian Guzman adalengeza mu kanema wa YouTube mu Marichi kuti akukonzekera kukweza malo ake ochitira masewera olimbitsa thupi, Alphaland, ndikuyambitsa mtundu watsopano wa zovala.
Anthu olimbikitsa thanzi labwino mwachibadwa amakhala ndi mgwirizano wolimba ndi zovala zolimbitsa thupi, malo ochitira masewera olimbitsa thupi, ndi chakudya chopatsa thanzi. Kukwera kwa ndalama kwa Alphalete kopitilira $100 miliyoni m'zaka zisanu ndi zitatu ndi umboni wa mgwirizanowu.
Monga makampani ena otchuka monga Gymshark ndi Alo, Alphalete anayamba ndi cholinga chofuna kusangalatsa anthu odziwa bwino masewera olimbitsa thupi, kulimbikitsa chikhalidwe cha anthu ammudzi, komanso kusunga kuchuluka kwa anthu omwe akukula mofulumira. Onsewa anayamba ngati amalonda wamba komanso achichepere.
Kwa okonda masewera olimbitsa thupi, Alphalete mwina ndi dzina lodziwika bwino. Kuyambira chizindikiro chake chodziwika bwino cha mutu wa wolf pachiyambi chake mpaka mndandanda wotchuka wa zovala zamasewera za akazi wa Amplify m'zaka zaposachedwa, Alphalete yadziwika bwino pamsika wodzaza ndi zovala zolimbitsa thupi zofanana.
Kuyambira pomwe idakhazikitsidwa mu 2015, njira yokulira ya Alphalete yakhala yodabwitsa. Malinga ndi Christian Guzman, ndalama zomwe kampaniyo imapeza tsopano zapitirira $100 miliyoni, ndipo anthu opitilira 27 miliyoni adapita patsamba lake lovomerezeka chaka chatha, ndipo anthu opitilira 3 miliyoni adapita patsamba lake lapaintaneti.
Nkhaniyi ikufanana ndi ya woyambitsa Gymshark, kusonyeza kukula komwe kulipo pakati pa makampani atsopano olimbikitsa thanzi.
Pamene Christian Guzman anayambitsa Alphalete, anali ndi zaka 22 zokha, koma sinali bizinesi yake yoyamba.
Zaka zitatu zapitazo, adapeza ndalama zake zoyambirira kudzera mu njira yake ya YouTube, komwe adagawana malangizo ophunzitsira ndi moyo watsiku ndi tsiku. Kenako adayamba kupereka maphunziro pa intaneti komanso malangizo azakudya, ngakhale kubwereka fakitale yaying'ono ku Texas ndikutsegula malo ochitira masewera olimbitsa thupi.
Pofika nthawi imene njira ya Christian ya YouTube inali itapitirira olembetsa miliyoni imodzi, anaganiza zoyamba bizinesi ina yoposa dzina lake. Izi zinapangitsa kuti pakhale CGFitness, yomwe inayambitsa Alphalete. Pa nthawi yomweyo, anakhala chitsanzo cha kampani yolimbitsa thupi yaku Britain yomwe ikukula mofulumira.
Motsogozedwa ndi Gymshark komanso kufuna kupitirira chizindikiro cha CGFitness, Christian adasintha dzina la zovala zake kukhala Alphalete Athletics.
“Zovala zamasewera si ntchito, koma chinthu, ndipo ogula amathanso kupanga mitundu yawoyawo,” Christian adatero mu podcast. “Alphalete, kuphatikiza kwa 'alpha' ndi 'wothamanga,' cholinga chake ndi kulimbikitsa anthu kuti afufuze zomwe angathe kuchita, popereka zovala zamasewera zapamwamba komanso zovala zokongola za tsiku ndi tsiku.”
Nkhani za bizinesi za makampani opanga zovala zamasewera ndi zapadera koma zili ndi mfundo imodzi yofanana: kupanga zovala zabwino kwa anthu amitundu ina.
Monga Gymshark, Alphalete inayang'ana kwambiri achinyamata okonda masewera olimbitsa thupi ngati omvera awo akuluakulu. Pogwiritsa ntchito ogwiritsa ntchito ake akuluakulu, Alphalete inapeza malonda okwana $150,000 mkati mwa maola atatu kuchokera pamene inatulutsidwa, yomwe panthawiyo inkayang'aniridwa ndi Christian ndi makolo ake okha. Izi zinayambitsa ulendo wa Alphalete wopita patsogolo mofulumira.
Landirani Zovala Zolimbitsa Thupi ndi Kutsatsa Kwamphamvu
Mofanana ndi kukwera kwa Gymshark ndi mitundu ina ya DTC, Alphalete imadalira kwambiri njira za pa intaneti, makamaka kugwiritsa ntchito malonda apaintaneti ndi malo ochezera a pa Intaneti kuti azitha kulankhulana mwachindunji ndi makasitomala, motero kuchepetsa njira zapakati. Kampaniyo imalimbikitsa kuyanjana kwa ogula, kapangidwe kake, ndi magwiridwe antchito, kuonetsetsa kuti gawo lililonse kuyambira pakupanga zinthu mpaka mayankho amsika limayang'ana makasitomala mwachindunji.
Zovala zolimbitsa thupi za Alphalete zapangidwira makamaka okonda masewera olimbitsa thupi, zokhala ndi mapangidwe okongola omwe amagwirizana bwino ndi thupi lamasewera komanso mitundu yowala. Zotsatira zake ndi kuphatikiza kokongola kwa zovala zolimbitsa thupi ndi matupi oyenerera.
Kupatula ubwino wa malonda, Alphalete ndi woyambitsa wake, Christian Guzman, nthawi zonse amapanga zolemba zambiri ndi makanema kuti awonjezere omvera awo. Izi zikuphatikizapo makanema olimbitsa thupi omwe ali ndi zida za Christian in Alphalete, malangizo atsatanetsatane a kukula, ndemanga za malonda, kuyankhulana ndi othamanga omwe amathandizidwa ndi Alphalete, ndi magawo apadera a "A Day in the Life".
Ngakhale kuti khalidwe lapamwamba la malonda ndi zinthu zomwe zili pa intaneti ndizomwe zimapangitsa kuti Alphalete apambane, mgwirizano ndi akatswiri othamanga komanso akatswiri olimbitsa thupi a KOLs (Key Opinion Leaders) zimakweza kwambiri kutchuka kwa kampaniyi.
Pamene idakhazikitsidwa, Christian adagwirizana ndi anthu olimbikitsa masewera olimbitsa thupi komanso ma KOL kuti apange zinthu zochezera pa intaneti zomwe zimakweza chizindikirochi pamapulatifomu monga YouTube ndi Instagram. Mu Novembala 2017, adayamba kukhazikitsa mwalamulo "gulu la anthu olimbikitsa."
Pa nthawi yomweyo, Alphalete inakulitsa chidwi chake kuti iphatikizepo zovala za akazi. "Tinazindikira kuti masewera akuyamba kutchuka kwambiri, ndipo akazi ali ofunitsitsa kuyika ndalama zambiri," adatero Christian mu kuyankhulana. "Masiku ano, zovala zamasewera za akazi ndi mzere wofunikira kwambiri wa zinthu za Alphalete, ndipo ogwiritsa ntchito akazi akuwonjezeka kuchoka pa 5% poyamba kufika pa 50% tsopano. Kuphatikiza apo, malonda a zovala za akazi tsopano ndi pafupifupi 40% ya malonda athu onse."
Mu 2018, Alphalete inasaina Gabby Schey, yemwe anali katswiri wodziwika bwino pa masewera olimbitsa thupi, kenako ndi osewera ena achikazi odziwika bwino komanso olemba mabulogu olimbitsa thupi monga Bela Fernanda ndi Jazzy Pineda. Kuphatikiza pa izi, kampaniyo idapitiliza kukweza mapangidwe ake azinthu ndipo idayika ndalama zambiri mu kafukufuku ndi chitukuko cha zovala za akazi. Pambuyo poyambitsa bwino ma leggings otchuka amasewera a akazi, mndandanda wa Revival, Alphalete idayambitsa mitundu ina yotchuka monga Amplify ndi Aura.
Pamene Alphalete inakulitsa "gulu lake la anthu olimbikitsa," inaikanso patsogolo kusunga gulu lamphamvu la makampani. Kwa makampani atsopano amasewera, kukhazikitsa gulu lolimba la makampani ndikofunikira kuti pakhale malo pamsika wamasewera opikisana—kugwirizana pakati pa makampani atsopano.
Pofuna kuchepetsa kusiyana pakati pa masitolo apaintaneti ndi madera omwe sali pa intaneti ndikupatsa ogula mwayi wokumana maso ndi maso, gulu la anthu otchuka la Alphalete linayamba ulendo wapadziko lonse m'mizinda isanu ndi iwiri ku Europe ndi North America mu 2017. Ngakhale kuti maulendo apachaka awa amagwira ntchito ngati zochitika zogulitsa pamlingo wina, kampaniyi ndi ogwiritsa ntchito ake amaika chidwi kwambiri pa kumanga anthu ammudzi, kupanga chisokonezo pa malo ochezera a pa Intaneti, komanso kulimbikitsa kukhulupirika kwa kampaniyi.
Ndi kampani iti yogulitsa zovala za Yoga yomwe ili ndi khalidwe lofanana ndi la Alphalete?
Mukafuna kampani yogulitsa zovala zolimbitsa thupi zomwe zili ndi khalidwe lofanana ndi laAlfabetiZIYANG ndi njira yoyenera kuganizira. Ili ku Yiwu, likulu la zinthu padziko lonse lapansi, ZIYANG ndi fakitale yaukadaulo yopangira zovala za yoga yomwe imayang'ana kwambiri pakupanga, kupanga, ndi kugulitsa zovala zapamwamba za yoga zamitundu yapadziko lonse lapansi. Amaphatikiza mosavuta luso ndi zatsopano kuti apange zovala zapamwamba za yoga zomwe zimakhala bwino, zapamwamba, komanso zothandiza. Kudzipereka kwa ZIYANG kuchita bwino kwambiri kumaonekera mu kusoka kulikonse kosamala, kuonetsetsa kuti zinthu zake zimaposa miyezo yapamwamba kwambiri yamakampani.Lumikizanani nthawi yomweyo
Nthawi yotumizira: Januwale-06-2025
