01
Ukususela ekusekweni kwayo ukuya kwixabiso layo elingaphezulu kwe-40 yeebhiliyoni zeedola zaseMelika
Kuthathe iminyaka engama-22 kuphela
ILululemon yasekwa ngo-1998. Yiyoinkampani ephefumlelwe yiyoga kwaye idala izixhobo zemidlalo zobugcisa obuphezulu kubantu banamhlanjeIkholelwa ukuba "i-yoga ayisiyonto nje yokuzilolonga, kodwa ikwayindlela yokuphila ngendlela ocinga ngayo kunye nefilosofi yokuzikisa ingqondo." Ngamazwi alula, ithetha ukuhoya umntu ongaphakathi, ukuhoya okwangoku, nokubona nokwamkela iingcinga zakho zokwenyani ngaphandle kokwenza naziphi na izigqibo.
Ithathe iLululemon iminyaka engama-22 kuphela ukususela ekusekweni kwayo ukuya kwixabiso lemarike elingaphezulu kwe-$40 yeebhiliyoni. Usenokungaziva ukuba intle kangakanani ngokujonga nje la manani mabini, kodwa uya kuyifumana ngokuwathelekisa. I-Adidas ithathe iminyaka engama-68 kunye neNike iminyaka engama-46 ukufikelela kolu bukhulu, nto leyo ebonisa ukuba iLululemon ikhule ngokukhawuleza kangakanani.
Uphuhliso lwemveliso kaLululemon lwaqala ngenkcubeko "yonqulo", ejolise kubasetyhini abanamandla okuchitha imali eninzi, abafundi abaphezulu, abaneminyaka engama-24 ukuya kwengama-34 ubudala, kunye nokufuna ubomi obusempilweni njengoko abathengi abajolise kulo mkhiqizo. Ibhulukhwe yeyoga ibiza phantse i-1,000 yuan kwaye ngokukhawuleza ithandwa ngabasetyhini abachitha imali eninzi.
02
Sebenzisa ngenkuthalo imidiya yoluntu yehlabathi jikelele
Indlela yokuthengisa isasazeke ngempumelelo
Ngaphambi kobhubhane, iindawo ezaziwa kakhulu eLululemon zazigxile kwiivenkile ezingaxhunyiwe kwi-intanethi okanye kwiindibano zamalungu. Xa ubhubhane waqala kwaye imisebenzi yabantu engaxhunyiwe kwi-intanethi yayithintelwe, indima yekhasi layo leendaba zoluntu elilawulwa ngononophelo yaqala ukubonakala kancinci kancinci, kwayeImodeli epheleleyo yokuthengisa "yokufikelela kwimveliso + ukuqinisa indlela yokuphila" ikhuthazwe ngempumelelo kwi-intanethi.Ngokuphathelele ulwakhiwo lweendaba zoluntu, iLululemon isasaze ngenkuthalo imidiya yoluntu yehlabathi jikelele:
Inombolo 1 yeFacebook
ILululemon inabalandeli abazizigidi eziyi-2.98 kuFacebook, kwaye iakhawunti ithumela ikakhulu ukukhutshwa kweemveliso, amaxesha okuvala iivenkile, imingeni efana nomdyarho wokubaleka we-#globalrunningday Strava, ulwazi loxhaso, izifundo zokucamngca, njl.njl.
Inombolo yesi-2 kwiYoutube
ILululemon inabalandeli abangama-303,000 kwiYouTube, kwaye umxholo othunyelwe yiakhawunti yayo unokwahlulwahlulwa ube luluhlu olulandelayo:
Enye "luphononongo lweemveliso kunye neempahla | lululemon", oluquka ikakhulu ukukhupha iibhokisi kwabanye ababhali beeblogi kunye nophononongo olupheleleyo lweemveliso;
Enye "yiyoga, uloliwe, iiklasi zasekhaya, ukucamngca, ukubaleka|lululemon", enika uqeqesho kunye nezifundo kwiinkqubo ezahlukeneyo zokuzilolonga - i-yoga, i-hip bridge, umthambo wasekhaya, ukucamngca, kunye nokuhamba umgama omde.
Inombolo yesi-3 ye-Instagram
ILululemon iqokelele abalandeli abangaphezu kwezigidi ezi-5 kwi-INS, kwaye uninzi lwezithuba ezipapashwe kwiakhawunti zimalunga nabasebenzisi bayo okanye abalandeli abazenzayo kwiimveliso zayo, kunye nezinto eziphambili zezinye iimidlalo.
Inombolo 4 yeTiktok
ILululemon ivule iiakhawunti ezahlukeneyo ze-matrix kwiTikTok ngokweenjongo ezahlukeneyo zeakhawunti. Iakhawunti yayo esemthethweni inenani elikhulu labalandeli, okwangoku inabalandeli abayi-1,000,000.
Iividiyo ezikhutshwe yiakhawunti esemthethweni kaLululemon zahlulwe kakhulu zibe ziindidi ezine: intshayelelo yemveliso, iifilimu ezimfutshane zobuchule, ukuthandwa kwesayensi yeyoga kunye nokuqina komzimba, kunye namabali oluntu. Kwangaxeshanye, ukuze kuhlengahlengiswe imeko yomxholo weTikTok, kongezwa izinto ezininzi ezidumileyo: ukuveliswa kwescreen esiqhekekileyo esiphindwe kabini, ukusikwa kwesikrini esiluhlaza xa kucaciswa iimveliso, kunye nokusetyenziswa kweempawu zobuso ukwenza imveliso ibe ngumntu wokuqala xa imveliso iyindawo yokuqala.
Phakathi kwazo, ividiyo enereyithi ephezulu kakhulu isebenzisa umzobo weoyile oye wathandwa kakhulu kwi-intanethi kutshanje njengesakhelo esiphambili. Isebenzisa umati weyoga njenge-skateboard, ifosholo yomzobo weoyile njengebrashi yokupenda, ibhulukhwe yeyoga ye-lululemon njengepeyinti, kunye nephezulu egobileyo ibe yintyatyambo njengesihombiso. Ngokuhlela nge-flash, ibonisa imbonakalo yebhodi yokudweba ngexesha lonke lenkqubo "yokupenda".
Le vidiyo intsha kwimiba nakwimo yayo, kwaye inxulumene nemveliso kunye nophawu lwayo, nto leyo etsale umdla wabalandeli abaninzi..
Intengiso yabaphembeleli
ILululemon yaqonda ukubaluleka kokwakha uphawu ekuqaleni kophuhliso lwayo.Yakha iqela lee-KOL ukuze iqinise ukukhuthazwa kwengcamango yophawu lwayo kwaye ngaloo ndlela iseke ubudlelwane bexesha elide nabathengi.
Abameli benkampani yophawu baquka ootitshala beyoga basekuhlaleni, abaqeqeshi bomzimba kunye neengcali zemidlalo kuluntu. Impembelelo yabo yenza iLululemon ikwazi ukufumana abathengi abathanda iyoga kunye nobuhle ngokukhawuleza nangokuchanekileyo.
Kubikwa ukuba ukusukela ngo-2021, iLululemon inabameli behlabathi abali-12 kunye nabameli bevenkile abali-1,304. Abameli beLululemon bathumela iividiyo kunye nemifanekiso enxulumene nemveliso kwimidiya yoluntu yamazwe ngamazwe, nto leyo eyandisa ilizwi lophawu kwimidiya yoluntu.
Ukongeza, wonke umntu kufuneka akhumbule umbala obomvu xa iqela lesizwe laseKhanada lalibonakala kwiMidlalo yeOlimpiki yaseBusika. Enyanisweni, loo nto yayiyijakethi engaphantsi eyenziwe nguLululemon. ILululemon yaduma nakwiTikTok.
ILululemon iqalise uhambo lokuthengisa kwiTikTok. Abadlali beqela laseKhanada bathumele iiyunifomu zabo zeqela ezidumileyo kwiTikTok #teamcanada kwaye bongeza i-hashtag ethi #Lululemon#.
Le vidiyo ipapashwe ngumtyibilizi we-freestyle waseKhanada u-Elena GASKELL kwiakhawunti yakhe yeTikTok. Kule vidiyo, u-Elena kunye nabanye abadlali bakhe badanisa umculo benxibe iyunifomu yeLululemon.
03
Okokugqibela, ndifuna ukuthi
Naluphi na uphawu olwaziwayo luluntu alunakwahlulwa kwiingcamango ezinzulu ngabathengi kunye namaqhinga okuthengisa atsha.
Kwiminyaka yakutshanje, iimpawu ze-yoga wear ziye zasebenzisa amaqonga eendaba zoluntu ukuthengisa, kwaye le ndlela iye yavela ngokukhawuleza kwihlabathi liphela. Ukuthengisa ngamaqonga eendaba zoluntu kunceda ukwandisa ulwazi ngeempawu, ukutsala abaphulaphuli ekujoliswe kubo, ukwandisa intengiso, kunye nokwakha isiseko sabathengi abathembekileyo. Kule marike yehlabathi ekhuphisanayo,Intengiso yeendaba zoluntu inika amathuba akhethekileyo kwaye izisa iingenelo ezininzi kumashishini.
Ngophuhliso lweendaba zoluntu kunye notshintsho kwindlela abasebenzisi abaziphatha ngayo, abathengisi beempahla zeyoga kunye neenkampani kufuneka baqhubeke nokufunda nokuziqhelanisa, kwaye bahlale besungula kwaye bephucula amaqhinga okuthengisa. Kwangaxeshanye, kufuneka basebenzise ngokupheleleyo iingenelo namathuba amaqonga eendaba zoluntu afana neTikTok, iFacebook, kunye ne-Instagram, kwaye baseke umfanekiso oqinileyo wophawu, bandise isabelo semarike, kwaye baseke unxibelelwano olusondeleyo nabasebenzisi behlabathi ngokucwangcisa ngononophelo kunye nokusebenzisa amaqhinga okuthengisa kwimidiya yoluntu.
Ixesha leposi: Disemba-26-2024
