Mamiriro emitambo yepasi rose ari kuchinja zvikuru sezvatinopinda mugore ra2026. Kwemakore anopfuura makumi maviri,Lululemon Athletica (LULU)rave riri guru risingapokane mumusika wekuNorth America, richishandura maleggings eyoga kuita tsika ine mabhiriyoni emadhora. Zvisinei, sezvo mavhiki ekupedzisira a2025 achitanga, kambani iyi iri panjodzi huru.
Kunyange hazvo kambani iyi iri kutonhora munyika yayo, iri kutangawo "kumhanya-mhanya kwemusika wepasi rose" - kunyanya China. Kusiyana uku kunomutsa mubvunzo wakakosha kune vanoisa mari, vanokwikwidza, uye vanoda mafashoni:Kukura kweLululemon pasi rose kwakasimba zvakakwana here kuchengetedza korona yayo nepo injini yayo yekuUS ichirasikirwa nemhepo?
I. Nzvimbo yeNorth America Plateau: Kutarisana neDambudziko re "Utsva"
Kwemakore, Lululemon yaive nemukurumbira wekuti "haigone kupfura" muUS neCanada. Asi mari inowanikwa mukota yegore rapfuura yakaratidza kusasimba kushoma. Mari inowanikwa muAmerica yadzikira zvakanyanya, nekutengesa kwakafanana kuchiratidza kudzikira kunoshamisa.
Kuneta kwe "Core" Assortment
Mukuru wekambani ari kusiya basa Calvin McDonald munguva pfupi yapfuura akataura nezvedambudziko riri mukamuri: kushaikwa kwehunyanzvi hwezvigadzirwaPanguva iyoGadzirisauyeChitima cheWunderZvikamu izvi zvine mukurumbira, mutengi wekuUS parizvino ari kuda zvinhu zvitsva. Pasina kuratidzwa kwemafashoni matsva nguva dzose, kambani iyi yaona kudzikira kwenhamba yevanhu vanofamba netsoka.
Mhedzisiro ye "Alo & Vuori"
Nzvimbo yemakwikwi haina kumbobvira yazara vanhu kupfuura iyi. Makambani akaita seAlo Yogavakabudirira kutora runako rwe "gym yepamusoro-soro", nepoVuorindiyo yakatonga nzvimbo ye "kunyaradzwa kwemahombekombe". Vakwikwidzi ava vapinda nechisimba munzvimbo yeLululemon, vachipa dzimwe nzira dzepamusoro-soro kune vatengi vari kuramba vachivhura mukana wekuchinja mabrandi.
Kusarudza Kushandisa Mari Kwevatengi
Munguva yehupfumi hwenyika hwekupera kwegore ra2025, kunyange "Lulu-loyalist" akapfuma ari kuwedzera kunzwisisa. Mitengo yemubereko yakakwira uye kukwira kwemitengo kwave kuita kuti "zvipfeko zvemitambo zvinyanye kuzara" zvinyanye kutengeswa—apo vatengi vanotenga zvavanoda chete, vachimirira kutengeswa kwe "We Made Too Much" pane kutenga nemutengo wakazara.
II. Simba rePasi Pose: Nei China iri Muganhu Mutsva
Kana musika wekuUS uri injini inotonhodza,China ingarava yeroketi.Mukuratidzira kunoshamisa kwechiratidzo chekambani, mari inowanikwa neLululemon muChina yakawedzera ne46%kota yapfuura iyi.
Chiratidzo cheChimiro che "Utano"
MuChina, Lululemon yadarika zita rekuti "yoga". Yave chiratidzo chehupenyu hwese. Chigadzirwa ichi chave kushandisa neunyanzvi chishuwo che "Upper Middle Class" chehutano nenharaunda. Nekuita mitambo mikuru ye "Be Well" uye mitambo yenharaunda mumaguta akadai seShanghai neShenzhen, vakavaka hukama hwakadzama nevatengi kupfuura vakwikwidzi vavo vemitambo.
Kuwedzera Mepu
Lululemon haisi kungotevedzera maguta eTier-1 chete. Hurongwa hwekuwedzera hwa2025 hwakabudirira kupinda mumaguta eTier-2 neTier-3, uko kuda kwemakambani emhando yepamusoro ekuMadokero kuri kukura nekukurumidza kupfuura kuwanikwa kwemakambani emuno. Kuwanda kwenzvimbo uku kuri kubatsira kambani zvikuru mune zvemari.
III. Kushanduka-shanduka kweMaitiro: Hurongwa hwe "Simba reVatatu x2"
Kunyangwe iri nyoro yemumba, Lululemon iri kuramba ichiita zvinhu zvayo zvine chinangwa."Simba reVatatu x2"hurongwa hwekukura. Chirongwa ichi chine chinangwa chekuwedzera kaviri mari inowanikwa nevanhurume, kaviri mari inowanikwa nedhijitari, uye kana mari inowanikwa pasi rose panosvika kana pakupera kwegore ra2026.
Chikamu cheVarume: Mukana we$2 Bhiriyoni
Imwe yenzvimbo dzakajeka mumushumo wegore ra2025 ndeiyiChikamu chevarume, izvo zvino zvinoita kuti pave ne25% yekutengesa kweseNekuwedzera zvipfeko zve "kushanda-ku-kurovedza muviri" zvakaita seABC Pantuye zvishandiso zvekudzidzira zvine hunyanzvi hwepamusoro, Lululemon iri kuratidza zvinobudirira kuti haisi yevakadzi chete.
Shangu neZvishongedzo
Kupinda kwaLululemon mushangu—kusanganisiraKupfuura kunzwashangu dzekumhanya—dzatanga kukwezva vatengi. Kunyange zvazvo ichimiririra chikamu chidiki chebhizinesi rese, inobvumira kambani iyi kupa mhinduro "kubva kumusoro kusvika kutsoka", zvichiwedzera avhareji yemutengo wekutengeserana pamutengi wega wega.
IV. Nguva Itsva yeHutungamiriri: Kuchinja kwa2026
Nhau dzakakosha zvikuru dzaZvita 2025 ndeyekuchinja kwehutungamiriri.Calvin McDonaldYakagadzirirwa kusiya basa kutanga kwa2026, kambani iyi iri kupinda munguva yekuzvifungisisa.
Chikwata chehutungamiriri chenguva pfupi, chinotungamirwa neCFOMeghan Frank, yakatovimbisa "Kugadzirisa Zvigadzirwa." Hechino chiri kuuya mugore ra2026:
- 35% Hutsva:Chikamu chikuru chemuunganidzwa weChirimo/Zhizha 2026 chichava nemagadzirirwo matsva nematekinoroji emachira.
- Kuwedzera muIndia neMiddle East:Kushandisa makambani matsva ekutengeserana kuti apinde munzvimbo dzinokura zvakanyanya.
- Kutarisa Kuenderera Mberi:Kukurumidzisa kushandiswa kwe "enzyme recycling" nylon kuti igutse zvinodiwa nevatengi veGen Z vanocherechedza zvakatipoteredza
V. Mutongo: Kutsungirira Mumamiriro Ezvinhu
Lululemon parizvino inyaya yemisika miviri. "Kupfava" muUS chiratidzo chekuti kunyangwe mabrandi akasimba haagone kuvimba nembiri yekare. Zvisinei, kukura kuri kuita nyika dzese kunoratidza kuti kukosha kwebrandi iyi—hunhu, nharaunda, uye maitiro—mutauro wepasi rose.
Kana chigadzirwa chegore ra2026 chikabudirira kuunzazve murazvo wekuNorth America ukuwo kuwedzera kwehupfumi hweChina kuchienderera mberi, Lululemon ingangobuda mukuchinja uku yakasimba uye yakasiyana-siyana kupfuura kare.
Nguva yekutumira: Zvita-22-2025
