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Ukusukela ekusekweni ukuya kwixabiso lemarike elingaphezulu kwama-40 eebhiliyoni zeedola zaseMelika
Kwathatha iminyaka engama-22 kuphela
I-Lululemon yasungulwa kwi-1998inkampani ephefumlelwe yi-yoga kwaye yenza izixhobo zemidlalo ezikumgangatho ophezulu kubantu banamhlanje. Ikholelwa ukuba "i-yoga ayisiyonto nje yokuzivocavoca kwi-mat, kodwa kunye nokuziqhelanisa nesimo sengqondo sobomi kunye nefilosofi yokuqonda." Ngamagama alula, kuthetha ukunikela ingqalelo kwisiqu sakho sangaphakathi, ukunikela ingqalelo okwangoku, nokuqonda nokwamkela iingcinga zakho zokwenyani ngaphandle kokwenza naziphi na izigwebo.
Kwathatha uLululemon kuphela iminyaka eyi-22 ukususela ekusekweni kwayo ukuya kwixabiso lemarike elingaphezu kwe-40 yeebhiliyoni zeedola. Usenokungaziva ukuba kuhle kangakanani ngokujonga la manani mabini, kodwa uya kuwafumana ngokuwathelekisa. Kuthathe i-Adidas iminyaka eyi-68 kunye ne-Nike iminyaka engama-46 ukufikelela kulo bukhulu, okubonisa ukuba uLululemon uphuhliswe ngokukhawuleza kangakanani.
Ukuveliswa kwemveliso yeLululemon kwaqala ngenkcubeko "yenkolo", ejolise kubasetyhini abanamandla okusebenzisa imali, imfundo ephakamileyo, abaneminyaka eyi-24-34, kunye nokuphishekela ukuphila okunempilo njengabathengi abajoliswe kuyo. Ibhulukhwe ye-yoga ixabisa phantse i-yuan eyi-1,000 kwaye ikhawuleza idume phakathi kwabasetyhini abasebenzisa imali eninzi.
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Sebenzisa ngokusebenzayo imidiya yoluntu yehlabathi
Indlela yokuthengisa ihamba ngempumelelo
Phambi kobhubhane, abona bantu bahlukileyo eLululemon babegxile kwiivenkile ezingasebenziyo okanye kwiindibano zamalungu. Xa ubhubhane waqala kwaye imisebenzi yabantu engaxhunyiwe kwi-intanethi yathintelwa, indima yekhasi lasekhaya lemithombo yeendaba elawulwa ngocoselelo ngokuthe ngcembe yavela, kwaye.imodeli epheleleyo yokuthengisa "yokufikelela kwimveliso + ukuqina kwendlela yokuphila" yakhuthazwa ngempumelelo kwi-intanethi.Ngokubhekiselele kubume bemidiya yoluntu, uLululemon usasaze ngenkuthalo imidiya yoluntu yehlabathi:
No.1 Facebook
ULululemon unabalandeli be-2.98million kwi-Facebook, kwaye i-akhawunti ithumela ngokukodwa ukukhutshwa kwemveliso, amaxesha okuvalwa kwevenkile, imingeni efana ne-#globalrunningday Strava egijimayo, ulwazi lwenkxaso, izifundo zokucamngca, njl.
No.2 Youtube
ULululemon unabalandeli be-303,000 kwi-YouTube, kwaye umxholo othunyelwe yi-akhawunti yakhe unokwahlulwa ngokufanelekileyo kolu chungechunge lulandelayo:
Enye "uphononongo lwemveliso & hauls | lululemon", equka ikakhulu unboxing ezinye iibloggers kunye nophononongo olubanzi lweemveliso;
Enye "i-yoga, uloliwe, kwiiklasi zasekhaya, ukucamngca, ukubaleka|lululemon", ebonelela ikakhulu uqeqesho kunye nezifundo kwiinkqubo ezahlukeneyo zokuzilolonga - i-yoga, ibhulorho ye-hip, umthambo wasekhaya, ukucamngca, kunye nokuhamba umgama omde.
No.3 Instagram
I-Lululemon iqokelele abalandeli abangaphezu kwezigidi ezi-5 kwi-INS, kwaye ininzi yezithuba ezipapashwe kwi-akhawunti malunga nabasebenzisi bayo okanye abalandeli abasebenzisa iimveliso zayo, kunye nokugqwesa kwamanye amakhuphiswano.
No.4 Tiktok
ULululemon uvule iiakhawunti ezahlukeneyo zematrix kwiTikTok ngokweenjongo ezahlukeneyo zeakhawunti. Iakhawunti yayo esemthethweni inelona nani likhulu labalandeli, ngoku iqokelela abalandeli abayi-1,000,000.
Iividiyo ezikhutshwe yi-akhawunti esemthethweni kaLululemon zihlulwe ngokukodwa kwiindidi ezine: ukwaziswa kwemveliso, iifilimu ezimfutshane zokudala, i-yoga kunye nokuthandwa kwesayensi yokufaneleka, kunye namabali oluntu. Kwangaxeshanye, ukuze uziqhelanise nokusingqongileyo komxholo weTikTok, izinto ezininzi ezifashisayo zongezwa: i-duet-screen-co-production, ukusikwa kwesikrini esiluhlaza xa uchaza iimveliso, kunye nokusetyenziswa kweempawu zobuso ukwenza imveliso ibe ngumntu wokuqala xa imveliso yeyona ndawo iphambili.
Phakathi kwabo, ividiyo enezinga eliphezulu elifana nelo sebenzisa umzobo weoli oye waziwa kakhulu kwi-Intanethi kutshanje njengesakhelo esiphambili. Isebenzisa i-yoga mat njengebhodi yokutyibiliza, umhlakulo wokupeyinta ioyile njengebhrashi yokupeyinta, ibhulukhwe ye-lululemon yoga njengepeyinti, kunye nomphezulu osongelwe kwintyatyambo njengokuhombisa. Ngokuhlelwa kweflash, inika inkangeleko yebhodi yokuzoba ngexesha lonke "lokupenda".
Ividiyo iyinto entsha kwimiba yomibini kunye nefom, kwaye inxulumene nemveliso kunye nophawu, oluye lwatsala umdla wabalandeli abaninzi..
Influencer Marketing
ULululemon waqaphela ukubaluleka kokwakhiwa kwe-brand kwizigaba zokuqala zokuphuhliswa kwayo.Yakha iqela le-KOL ukuqinisa ukukhuthazwa kwengcamango ye-brand yayo kwaye ngaloo ndlela iseka ubudlelwane bexesha elide kunye nabathengi.
Oonozakuzaku benkampani babandakanya ootitshala beyoga basekhaya, abaqeqeshi bokuqina komzimba kunye neengcali zemidlalo eluntwini. Impembelelo yabo yenza uLululemon afumane abathengi abathanda i-yoga kunye nobuhle ngokukhawuleza nangokuchanekileyo.
Kuxelwa ukuba ngo-2021, uLululemon unabathunywa behlabathi be-12 kunye noonozakuzaku bevenkile be-1,304. Oonozakuzaku bakaLululemon bathumela iividiyo ezinxulumene nemveliso kunye nemifanekiso kwimidiya yoluntu yamazwe ngamazwe, ukwandisa ngakumbi ilizwi le-brand kwimidiya yoluntu.
Ukongeza, wonke umntu kufuneka akhumbule ebomvu xa iqela lesizwe laseKhanada lavela kwiiOlimpiki zaseBusika. Enyanisweni, yayiyibhatyi ephantsi eyenziwe nguLululemon. ILululemon nayo yaduma kwiTikTok.
ULululemon uphehlelele amaza okuthengisa kwiTikTok. Iimbaleki zeqela laseKhanada zithumele iyunifomu yeqela labo elidumileyo kwiTikTok #teamcanada kwaye bongeze ihashtag #Lululemon#.
Le vidiyo ithunyelwe ngumtyibilizi waseCanada u-Elena GASKELL kwiakhawunti yakhe yeTikTok. Kule vidiyo, u-Elena noogxa bakhe badanise umculo benxibe iyunifomu yeLululemon.
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Ekugqibeleni, ndifuna ukuthi
Naluphi na uphawu olwaziwayo kuluntu alunakwahlulwa kwiimbono ezinzulu kubathengi kunye nezicwangciso ezintsha zokuthengisa.
Kwiminyaka yakutshanje, ii-brand zokunxiba ze-yoga ziye zasebenzisa kakhulu amaqonga eendaba ezentlalo ukuthengisa, kwaye lo mkhwa uye wavela ngokukhawuleza kwihlabathi liphela. Ukuthengisa ngamaqonga eendaba ezentlalo kunceda ukwandisa ulwazi lophawu, ukutsala abaphulaphuli ekujoliswe kubo, ukwandisa ukuthengisa, kunye nokwakha isiseko sabathengi abathembekileyo. Kolu khuphiswano lwemarike yehlabathi,ukuthengiswa kweendaba zoluntu kunika amathuba awodwa kwaye kuzisa izibonelelo ezininzi kumashishini.
Ngophuhliso lwemithombo yeendaba zentlalo kunye notshintsho kwindlela yokuziphatha yabasebenzisi, abathengisi beengubo ze-yoga kunye neenkampani kufuneka ziqhubeke nokufunda kwaye zilungelelanise, kwaye zihlala zivelisa kwaye ziphucula izicwangciso zentengiso. Kwangaxeshanye, kufuneka basebenzise ngokupheleleyo izibonelelo kunye namathuba amaqonga eendaba ezentlalo anje ngeTikTok, Facebook, kunye ne-Instagram, kwaye baseke umfanekiso oqinileyo webrand, bandise isabelo semakethi, kwaye baseke unxibelelwano olusondeleyo nabasebenzisi behlabathi ngokucwangcisa ngononophelo kunye nokwenziwa kwezicwangciso zentengiso kumajelo eendaba ezentlalo.
Ixesha lokuposa: Dec-26-2024
