01
Kuyambira kukhazikitsidwa mpaka mtengo wamsika woposa madola 40 biliyoni aku US
Zinatenga zaka 22 zokha
Lululemon idakhazikitsidwa mu 1998. Ndikampani youziridwa ndi yoga ndipo imapanga zida zamasewera zamakono kwa anthu amakonoImakhulupirira kuti "yoga si masewera olimbitsa thupi okha, komanso ndi chizolowezi cha maganizo ndi malingaliro a moyo." Mwachidule, zikutanthauza kusamala za umunthu wanu wamkati, kusamala za zomwe zikuchitika, ndi kuzindikira ndi kuvomereza malingaliro anu enieni popanda kupanga ziweruzo zilizonse.
Zinatenga Lululemon zaka 22 zokha kuchokera pamene idakhazikitsidwa kufika pamtengo woposa $40 biliyoni pamsika. Simungamve kuti ndi yabwino bwanji pongoyang'ana manambala awiriwa, koma mudzawapeza powayerekeza. Zinatenga Adidas zaka 68 ndipo Nike zaka 46 kuti ifike pa kukula kumeneku, zomwe zikusonyeza momwe Lululemon yakulira mofulumira.
Lululemon anayamba ndi chikhalidwe cha "chipembedzo", chomwe chinkafuna akazi omwe ali ndi mphamvu zogulira zinthu zambiri, ophunzira kwambiri, azaka zapakati pa 24 ndi 34, komanso kufunafuna moyo wathanzi monga momwe ogula malonda amafunira. Thalauza la yoga limadula pafupifupi 1,000 yuan ndipo limakhala lodziwika bwino pakati pa akazi omwe amagwiritsa ntchito ndalama zambiri.
02
Gwiritsani ntchito malo ochezera a pa Intaneti padziko lonse lapansi
Njira yotsatsira malonda yafalikira kwambiri
Mliriwu usanachitike, madera odziwika bwino a Lululemon anali m'masitolo osagwiritsa ntchito intaneti kapena misonkhano ya mamembala. Pamene mliriwu unayamba ndipo zochita za anthu osagwiritsa ntchito intaneti zinaletsedwa, udindo wa tsamba lake loyang'aniridwa mosamala la malo ochezera a pa Intaneti unayamba kuonekera kwambiri, ndipoNjira yonse yotsatsira malonda ya "kufikira anthu ndi kulimbitsa moyo wawo" idakwezedwa bwino pa intaneti.Ponena za kapangidwe ka malo ochezera a pa Intaneti, Lululemon yagwiritsa ntchito kwambiri malo ochezera a pa Intaneti padziko lonse lapansi:
Nambala 1 pa Facebook
Lululemon ili ndi otsatira 2.98 miliyoni pa Facebook, ndipo akauntiyi imatumiza zinthu zambiri, nthawi yotseka masitolo, zovuta monga mpikisano wothamanga wa #globalrunningday Strava, zambiri zothandizira, maphunziro osinkhasinkha, ndi zina zotero.
Nambala 2 pa Youtube
Lululemon ili ndi otsatira 303,000 pa YouTube, ndipo zomwe zalembedwa mu akaunti yake zitha kugawidwa m'magulu otsatirawa:
Chimodzi mwa izo ndi "ndemanga za malonda ndi zinthu zina | lululemon", zomwe zimaphatikizapo kuchotsa mabulogu ena ndi ndemanga zonse za malonda;
Chimodzi mwa izo ndi "yoga, train, at home classes, meditation, run|lululemon", chomwe chimapereka maphunziro ndi maphunziro a mapulogalamu osiyanasiyana olimbitsa thupi - yoga, hip bridge, maseŵera olimbitsa thupi kunyumba, meditation, ndi kuyenda mtunda wautali.
Nambala 3 ya Instagram
Lululemon yasonkhanitsa otsatira oposa 5 miliyoni pa INS, ndipo zolemba zambiri zomwe zasindikizidwa pa akauntiyi ndi zokhudza ogwiritsa ntchito ake kapena mafani omwe akuchita masewera olimbitsa thupi pazinthu zake, komanso zochitika zazikulu pamipikisano ina.
Nambala 4 Tiktok
Lululemon yatsegula maakaunti osiyanasiyana a matrix pa TikTok malinga ndi zolinga zosiyanasiyana za akaunti. Akaunti yake yovomerezeka ili ndi chiwerengero chachikulu cha otsatira, pakadali pano ili ndi otsatira 1,000,000.
Makanema omwe atulutsidwa ndi akaunti yovomerezeka ya Lululemon amagawidwa m'magulu anayi: chiyambi cha malonda, mafilimu afupiafupi opanga, kutchuka kwa sayansi ya yoga ndi masewera olimbitsa thupi, ndi nkhani za anthu ammudzi. Nthawi yomweyo, kuti agwirizane ndi zomwe zili mu TikTok, zinthu zambiri zamakono zimawonjezedwa: kupanga limodzi pazenera, kudula pazenera zobiriwira pofotokoza zinthu, ndi kugwiritsa ntchito mawonekedwe a nkhope kuti chinthucho chikhale munthu woyamba pomwe chinthucho ndiye poyambira.
Pakati pawo, kanemayo yemwe ali ndi liwiro lofanana kwambiri amagwiritsa ntchito utoto wa mafuta womwe wakhala wotchuka kwambiri pa intaneti posachedwapa ngati chimango chachikulu. Imagwiritsa ntchito mphasa ya yoga ngati skateboard, fosholo yopaka utoto wa mafuta ngati burashi, thalauza la yoga la lululemon ngati utoto, ndi pamwamba pake popindidwa ngati duwa ngati zokongoletsera. Kudzera mu kusintha kwa flash, ikuwonetsa mawonekedwe a bolodi lojambula panthawi yonse ya "kujambula".
Kanemayo ndi watsopano m'nkhani ndi mawonekedwe ake, ndipo akugwirizana ndi malonda ndi mtundu wake, zomwe zakopa chidwi cha mafani ambiri..
Kutsatsa kwa Anthu Otchuka
Lululemon anazindikira kufunika komanga chizindikiro cha kampani yake kumayambiriro kwa chitukuko chake.Inapanga gulu la ma KOL kuti lilimbikitse kukwezedwa kwa lingaliro la mtundu wake ndikukhazikitsa ubale wanthawi yayitali ndi ogula.
Akazembe a kampaniyi akuphatikizapo aphunzitsi a yoga am'deralo, aphunzitsi olimbitsa thupi ndi akatswiri amasewera m'derali. Mphamvu zawo zimathandiza Lululemon kupeza ogula omwe amakonda yoga ndi kukongola mwachangu komanso molondola.
Akuti pofika mu 2021, Lululemon ili ndi akazembe 12 padziko lonse lapansi ndi akazembe 1,304 m'masitolo. Akazembe a Lululemon amaika makanema ndi zithunzi zokhudzana ndi malonda pa malo ochezera a pa Intaneti apadziko lonse lapansi, zomwe zimakulitsa mawu a kampaniyo pa malo ochezera a pa Intaneti.
Kuphatikiza apo, aliyense ayenera kukumbukira zofiira pamene timu ya dziko la Canada idawonekera pa Masewera a Olimpiki a M'nyengo Yozizira. Ndipotu, imeneyo inali jekete yopangidwa ndi Lululemon. Lululemon idatchukanso pa TikTok.
Lululemon yayambitsa malonda pa TikTok. Osewera ochokera ku timu ya ku Canada adayika mayunifolomu awo otchuka a timu pa TikTok #teamcanada ndipo adawonjezera hashtag #Lululemon#.
Kanemayu adatumizidwa ndi Elena GASKELL, wochita masewera otsetsereka pa ski wa ku Canada pa akaunti yake ya TikTok. Mu kanemayu, Elena ndi anzake adavina nyimbo atavala yunifolomu ya Lululemon.
03
Pomaliza, ndikufuna kunena
Mtundu uliwonse wodziwika bwino ndi anthu onse sungasiyanitsidwe ndi chidziwitso chakuya cha ogula ndi njira zatsopano zotsatsira malonda.
M'zaka zaposachedwapa, makampani opanga zovala za yoga agwiritsa ntchito kwambiri malo ochezera a pa Intaneti potsatsa malonda, ndipo izi zayamba kufalikira padziko lonse lapansi. Kutsatsa kudzera m'malo ochezera a pa Intaneti kumathandiza kukulitsa chidziwitso cha malonda, kukopa omvera, kuwonjezera malonda, komanso kumanga makasitomala okhulupirika. Mumsika wapadziko lonse lapansi wopikisana,Kutsatsa malonda pa malo ochezera a pa Intaneti kumapereka mwayi wapadera ndipo kumabweretsa mapindu ambiri ku mabizinesi.
Ndi chitukuko cha malo ochezera a pa Intaneti komanso kusintha kwa khalidwe la ogwiritsa ntchito, ogulitsa zovala za yoga ndi makampani ayenera kupitiriza kuphunzira ndikusintha, ndikusintha nthawi zonse ndikukonza njira zotsatsira malonda. Nthawi yomweyo, ayeneranso kugwiritsa ntchito bwino zabwino ndi mwayi wa malo ochezera a pa Intaneti monga TikTok, Facebook, ndi Instagram, ndikukhazikitsa chithunzi champhamvu cha kampani, kukulitsa gawo la msika, ndikukhazikitsa ubale wapafupi ndi ogwiritsa ntchito padziko lonse lapansi kudzera mukukonzekera mosamala ndikugwiritsa ntchito njira zotsatsira malonda pa malo ochezera a pa Intaneti.
Nthawi yotumizira: Disembala-26-2024
