Mitundu Yotchuka Yotukuka
M'zaka zaposachedwapa, kusintha kwa moyo wamasewera osiyanasiyana kwapangitsa kuti mitundu yambiri yamasewera ifalikire, monga Lululemon pankhani ya yoga. Yoga, yokhala ndi malo ochepa komanso chotchinga chochepa, yakhala njira yodziwika bwino yochitira masewera olimbitsa thupi kwa ambiri. Pozindikira kuthekera pamsika uno, mitundu yoyang'ana kwambiri yoga yakula.
Kupatula Lululemon wotchuka, nyenyezi ina yomwe ikukwera ndi Alo Yoga. Yokhazikitsidwa ku United States mu 2007, mogwirizana ndi kuyamba kwa Lululemon pa NASDAQ ndi Toronto Stock Exchange, Alo Yoga yatchuka mwachangu.
Dzina la kampani ya "Alo" limachokera ku mawu akuti Air, Land, and Ocean, kusonyeza kudzipereka kwake pakufalitsa malingaliro, kulimbikitsa moyo wathanzi, komanso kulimbikitsa anthu ammudzi. Alo Yoga, mofanana ndi Lululemon, imatsatira njira yapamwamba kwambiri, nthawi zambiri mitengo yake imakhala yokwera kuposa Lululemon.
Kumsika waku North America, Alo Yoga yatchuka kwambiri popanda kugwiritsa ntchito ndalama zambiri popereka chithandizo, ndipo anthu otchuka m'mafashoni monga Kendall Jenner, Bella Hadid, Hailey Bieber, ndi Taylor Swift nthawi zambiri amavala zovala za Alo Yoga.
Danny Harris, yemwe anayambitsa Alo Yoga, adawonetsa kukula kwachangu kwa kampaniyi, ndi zaka zitatu zotsatizana zakukula kodabwitsa kuyambira mu 2019, zomwe zidafika pamtengo woposa $1 biliyoni pofika chaka cha 2022. Gwero lapafupi ndi kampaniyi lidavumbulutsa kuti kumapeto kwa chaka chatha, Alo Yoga inali kufufuza mwayi watsopano wogulira ndalama womwe ungapatse kampaniyo mtengo wofika mpaka $10 biliyoni. Kukula kwake sikungoyima pamenepo.
Mu Januwale 2024, Alo Yoga adalengeza mgwirizano ndi Ji-soo Kim wa Blackpink, zomwe zidapanga $1.9 miliyoni mu Fashion Media Impact Value (MIV) mkati mwa masiku asanu oyamba, komanso kuwonjezeka kwa kusaka pa Google ndi kugulitsa mwachangu zinthu kuchokera ku zosonkhanitsira za masika, zomwe zidapangitsa kuti kampaniyo izidziwika kwambiri ku Asia.
Njira Yabwino Kwambiri Yotsatsira
Kupambana kwa Alo Yoga pamsika wa yoga wopikisana kungachitike chifukwa cha njira zake zodziwika bwino zotsatsira malonda.
Mosiyana ndi Lululemon, yomwe imayang'ana kwambiri kuvala ndi khalidwe la zinthu, Alo Yoga imaika patsogolo kapangidwe kake, kuphatikiza masitayilo okongola komanso mitundu yosiyanasiyana ya mafashoni kuti apange mawonekedwe apamwamba.
Pa malo ochezera a pa Intaneti, zinthu zapamwamba za Alo Yoga si mathalauza achikhalidwe a yoga koma ndi mathalauza okhala ndi ma mesh tights ndi ma crop tops osiyanasiyana. Kampani yotsatsa malonda pa intaneti, Stylophane, kale idayika Alo Yoga pa nambala 46 pa Instagram, ikuposa Lululemon, yomwe ili pa nambala 86.
Pakutsatsa malonda a mtundu, Alo Yoga imachirikizanso kayendetsedwe ka kusamala, popereka zinthu zosiyanasiyana kuyambira zovala za akazi mpaka za amuna, komanso madiresi, komanso kukulitsa zotsatsa malonda popanda intaneti. Chochititsa chidwi n'chakuti, masitolo enieni a Alo Yoga amapereka makalasi ndi zochitika zomwe zimakopa mafani kuti awonjezere kudziwika kwa mtundu wa ogwiritsa ntchito.
Ntchito za Alo Yoga zosamalira chilengedwe zikuphatikizapo ofesi yogwiritsa ntchito mphamvu ya dzuwa, yoga yochitikira kawiri patsiku, malo ochapira magalimoto amagetsi, pulogalamu yobwezeretsanso zinyalala, ndi misonkhano m'munda wa Zen wosinkhasinkha, zomwe zimalimbitsa mphamvu ndi makhalidwe a kampaniyi. Kutsatsa kwa Alo Yoga pa malo ochezera a pa Intaneti ndi kwapadera kwambiri, komwe kukuwonetsa akatswiri osiyanasiyana a yoga akuchita zinthu zosiyanasiyana m'malo osiyanasiyana, ndikupanga gulu lamphamvu la okonda zinthu.
Poyerekeza, ngakhale kuti Lululemon, yomwe yakhala ikupanga zinthu kwa zaka zoposa makumi awiri, ikufuna kukulitsa malonda ake kuti azigwiritsidwa ntchito tsiku ndi tsiku, malonda ake akupitilizabe kuyang'ana kwambiri pa kuvomerezedwa ndi akatswiri othamanga komanso zochitika zamasewera.
Pofotokoza za makampani omwe ali ndi dzina, n'zoonekeratu kuti: "Limodzi likufuna mafashoni abwino kwambiri, lina likufuna luso la masewera."
Kodi Alo Yoga idzakhala Lululemon yotsatira?
Alo Yoga ali ndi njira yofanana yopitira patsogolo ndi Lululemon, kuyambira ndi mathalauza a yoga ndikumanga gulu. Komabe, sikoyenera kulengeza Alo ngati Lululemon wotsatira, chifukwa Alo saona Lululemon ngati mpikisano wa nthawi yayitali.
Danny Harris adauza Wall Street Journal kuti Alo akupita patsogolo pakusintha bizinesi kukhala ya digito, kuphatikizapo kupanga malo abwino okhala ndi thanzi labwino, ndi zolinga zamabizinesi zomwe zikuyang'ana patsogolo zaka makumi awiri zikubwerazi. "Timadziona ngati kampani ya digito osati kampani yogulitsa zovala kapena yogulitsa zinthu zodula," adatero.
Mwachidule, zolinga za Alo Yoga zimasiyana ndi za Lululemon. Komabe, izi sizichepetsa kuthekera kwake kukhala kampani yotchuka kwambiri.
Ndi kampani iti yogulitsa zovala za Yoga yomwe ili ndi khalidwe lofanana ndi la alo?
ZIYANG 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 ndi makasitomala apadziko 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-07-2025
