Mumakore achangopfuura, mapurojekiti ekurovedza muviri akachinja zvakanyanya kupfuura "yoga," iyo, nekuda kwekubatsira kwayo pahutano uye kukwezva kwemafashoni, yakakurumidza kuwana mukurumbira mukuru asi haina kunyanya kudiwa munguva yekusimudzirwa kwekurovedza muviri munyika. Kuchinja uku kwakagadzira nzira yemhando dzezvipfeko zveyoga dzakaita seLululemon neAlo Yoga.
Sekureva kweStatista, musika wepasi rose wezvipfeko zveyoga unotarisirwa kuwana mari inosvika mabhiriyoni makumi matatu nemanomwe emadhora, nefungidziro inosvika mabhiriyoni makumi mana nemaviri emadhora panosvika gore ra2025. Pasinei nemusika uyu uri kukura, pane musiyano mukuru muzvipo zvezvipfeko zveyoga zvevarume. Huwandu hwevarume vanotora chikamu muyoga huri kuramba huchikwira, uye mabrandi akaita seLululemon akaona huwandu hwevatengi vechirume huchikwira kubva pa14.8% muna Ndira 2021 kusvika pa19.7% panosvika Mbudzi wegore iroro. Uyezve, data reGoogle Trends rinoratidza kuti kutsvaga "yoga yevarume" kunenge hafu yeizvozvo zveyoga yevakadzi, zvichiratidza kudiwa kukuru.
Vuori, kambani yakatanga nekutarisa musika uyu usina vanhu vakawanda nekushandisa zvipfeko zve yoga zvevarume, yakashandisa nzira iyi. Kubva payakatanga muna 2015, Vuori yakakurumidza kukwira kusvika pamadhora mabhiriyoni mana emadhora, ichizvisimbisa pakati pevakwikwidzi vepamusoro. Webhusaiti yayo yakaona vanhu vakagadzikana, nekushanyirwa kwevanhu vanopfuura mamiriyoni maviri mumwedzi mitatu yapfuura. Kuedza kweVuori kushambadzira kwave kuri kukurawo, nekuwedzera kwe118.5% mukushambadzira pasocial media mwedzi wapera, zvichienderana nedata reGoodSpy.
Maitiro eVuori eBrand neProduct
Vuori, yakavambwa muna 2015, ikambani itsva inosimbisa "kushanda" kwezvipfeko zvayo. Zvigadzirwa zvekambani iyi zvakagadzirwa nezvinhu zvakaita sekubvisa hunyoro, kuoma nekukurumidza, uye kuramba kunhuwa. Pamusoro pezvo, chikamu chikuru chezvipfeko zveVuori chinogadzirwa nedonje reorganic uye machira akadzokororwa. Nekuisa pamberi maitiro ekugadzira "ane hunhu" uye zvinhu zvinogara kwenguva refu, Vuori inowedzera kukosha kwezvigadzirwa zvayo uye inozviisa pachayo sekambani ine mutoro.
Kunyangwe kambani iyi pakutanga yainyanya kutarisa pakupfeka yoga kwevarume, Vuori ikozvino inopa mhando dzakasiyana dzezvigadzirwa muzvikamu gumi nemana zvevarume nevakadzi. Vateereri vavo vakafanana neveLululemon—vatengi vepakati nepakati vanokoshesa ruzivo rwekambani uye vanoda kuisa mari muzvigadzirwa zvemhando yepamusoro, zvine hunhu hwakanaka. Maitiro emitengo aVuori anoratidza izvi nezvigadzirwa zvavo zvakawanda. Mutengo uri pakati pemadhora makumi matanhatu nemadhora zana, uye chikamu chidiki. Mutengo uri pamusoro pemadhora zana.
Vuori inozivikanwawo nekusimbisa kwayo zvakanyanya pabasa revatengi. Inoisa zvigadzirwa zvayo muzvikamu zvishanu zvebasa guru—kudzidzira, kusurfa, kumhanya, yoga, uye kufamba kunze—zvichibatsira vatengi kutenga zvinhu zvine ruzivo rwakadzama. Kuti vakurudzire kuvimbika kwekambani, Vuori yakatanga mapurogiramu akaita seV1 Influencer Program neACTV Club, ayo anopa zvidzikiso zvakasiyana uye mukana wekuwana zviwanikwa zvehunyanzvi zvekudzidzisa nhengo.
Vuori's Social Media Marketing
Midhiya yemagariro evanhu ine basa rakakosha muhurongwa hwekushambadzira hwaVuori. Chikwata ichi chaunganidza vateveri vanosvika 846,000 pamapuratifomu akaita seInstagram, Facebook, neTikTok, vachishandisa nzira idzi kusimudzira kushanda pamwe chete nevanhu vane simba, kushambadzira kwemifananidzo, uye makirasi ekurovedza muviri ari mupenyu. Kubudirira kwemabhurandi akaita seLululemon kunokonzerwa nekuvapo kwavo pasocial media, uye Vuori iri kuteverawo kukura kwayo pasocial media.
Maitiro ekushambadzira aVuori
Kuedza kwaVuori kushambadzira kwave kwakasimba, uye kukwira kukuru kuri kuitika pakati paGunyana naMbudzi gore rega rega. Sekureva kwedata reGoodSpy, mari yakawanda yekushambadzira yakaitika munaGunyana, zvichiratidza kukura kwe116.1% pamwedzi. Brand iyi yakawedzerawo huwandu hwayo hwekushambadzira muna Ndira, ichikwira ne3.1% kubva pamwedzi wapfuura.
Zvizhinji zvezviziviso zveVuori zvinotumirwa kuburikidza neFacebook, nekupararira kwakasiyana-siyana munhepfenyuro dzakasiyana-siyana. Zvinonyanya kukosha ndezvekuti, Messenger yakaona migove yayo ichiwedzera muna Ndira, zvichiita 24.72% yehuwandu hwese hwezviziviso zvakagoverwa.
Munharaunda, Vuori inonyanya kunanga United States, Canada, neUnited Kingdom—nzvimbo dzinotungamira musika wepasi rose weyoga. Muna Ndira, 94.44% yemari yaVuori yekushambadzira yakatarisana neUS, ichienderana nenzvimbo yayo huru mumusika wepasi rose.
Muchidimbu, kutarisa kwaVuori panyaya dzezvipfeko zveyoga zvevarume, kugadzira zvinhu zvinogara kwenguva refu, uye kushambadzira pasocial media, pamwe chete nenzira yekushambadzira yakanangana, kwakaita kuti kambani iyi ibudirire, ichiisa kambani iyi padanho repamusoro mumusika wezvipfeko zveyoga uri kukura.
Ndeupi mutengesi wezvipfeko zveYoga zvevarume ane hunhu hwakafanana nehwaVuori?
Kana uchitsvaga mutengesi wezvipfeko zvekurovedza muviri ane hunhu hwakafanana nehweGymshark, ZIYANG isarudzo yakakodzera kufungwa nezvayo. Iri muYiwu, guta guru rezvigadzirwa zvepasi rose, ZIYANG ifekitori yehunyanzvi yezvekugadzira yoga inotarisa pakugadzira, kugadzira, uye kutengesa zvipfeko zveyoga zvemhando yepamusoro zvemabrandi nevatengi vepasi rose. Vanobatanidza hunyanzvi nehunyanzvi kuti vagadzire zvipfeko zveyoga zvemhando yepamusoro zvinonyaradza, zvine mafashoni, uye zvinoshanda. Kuzvipira kweZIYANG kune kugona kunoratidzwa mukusona kwega kwega kwakanyatsonaka, kuve nechokwadi chekuti zvigadzirwa zvayo zvinopfuura mwero wepamusoro weindasitiri.Bata nekukasika
Nguva yekutumira: Ndira-04-2025
