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Kusukela ekusungulweni kuya enanini lemakethe elingaphezu kwezigidigidi ezingama-40 zamadola aseMelika
Kwathatha iminyaka engu-22 kuphela
I-Lululemon yasungulwa ngo-1998inkampani egqugquzelwe yi-yoga futhi idala imishini yezemidlalo yobuchwepheshe obuphezulu yabantu besimanje. Ikholelwa ukuthi "i-yoga ayiyona nje into yokuzivocavoca ematheni, kodwa futhi iyindlela yokuphila yokuphila kanye nefilosofi yokucabangela." Ngamagama alula, kusho ukunaka ingaphakathi lakho, ukunaka okwamanje, nokubona nokwamukela imicabango yakho yeqiniso ngaphandle kokwenza izinqumo.
Kuthathe uLululemon iminyaka engu-22 kuphela kusukela ekusungulweni kwayo kuya enanini lemakethe elingaphezu kwamaRandi ayizigidi eziyizinkulungwane ezingu-40. Ungase ungazizwa ukuthi kuhle kangakanani ngokubheka lezi zinombolo ezimbili, kodwa uzozithola ngokuziqhathanisa. Kwathatha iminyaka engu-Adidas engu-68 kanye ne-Nike iminyaka engu-46 ukuze kufinyelele lobu bukhulu, okubonisa ukuthi uLululemon uthuthuke kanjani ngokushesha.
Ukwakhiwa komkhiqizo kaLululemon kwaqala ngesiko "ezenkolo", okubhekiswe kwabesifazane abasebenzisa imali ephezulu, imfundo ephakeme, abaneminyaka engu-24-34, kanye nokuphishekela ukuphila okunempilo njengabathengi abahlosiwe bomkhiqizo. Ibhulukwe le-yoga libiza cishe ama-yuan angu-1,000 futhi lisheshe lidume phakathi kwabesifazane abasebenzisa imali eningi.
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Sebenzisa ngokugcwele inkundla yezokuxhumana emhlabeni jikelele
Indlela yokuthengisa ihamba ngempumelelo
Ngaphambi kwalolu bhubhane, imiphakathi yaseLululemon ehluke kakhulu ibigxile ezitolo ezingaxhunyiwe ku-inthanethi noma emibuthanweni yamalungu. Lapho ubhubhane luqala futhi imisebenzi yabantu engaxhunyiwe ku-inthanethi ikhawulelwa, indima yekhasi lasekhaya lenkundla yezokuxhumana elawulwa ngokucophelela yaqala ukugqama, futhi.imodeli ephelele yokumaketha "yokufinyelela komkhiqizo + ukuqinisa indlela yokuphila" yathuthukiswa ngempumelelo ku-inthanethi.Ngokuya ngesakhiwo senkundla yezokuxhumana, uLululemon usebenzise inkundla yezokuxhumana esezingeni lomhlaba jikelele:
No.1 Facebook
I-Lululemon inabalandeli abangu-2.98million ku-Facebook, futhi i-akhawunti ithumela ngokuyinhloko ukukhishwa kwemikhiqizo, izikhathi zokuvalwa kwesitolo, izinselele ezifana nomjaho wokugijima we-#globalrunningday Strava, ulwazi loxhaso, izifundo zokuzindla, njll.
No.2 Youtube
I-Lululemon inabalandeli abangu-303,000 ku-YouTube, futhi okuqukethwe okuthunyelwe yi-akhawunti yayo kungase kuhlukaniswe ngochungechunge olulandelayo:
Okukodwa "ukubuyekezwa komkhiqizo & ama-haul | i-lululemon", ehlanganisa ngokuyinhloko ukukhishwa kwebhokisi kwama-blogger kanye nokubuyekezwa okuphelele kwemikhiqizo;
Enye "i-yoga, isitimela, emakilasini asekhaya, ukuzindla, ukugijima|lululemon", ehlinzeka ngokuyinhloko ukuqeqeshwa kanye nezifundo zezinhlelo zokuzivocavoca ezahlukene - i-yoga, ibhuloho le-hip, ukuvivinya umzimba ekhaya, ukuzindla, nokuhamba amabanga amade.
No.3 Instagram
I-Lululemon iqoqe abalandeli abangaphezu kwezigidi ezingu-5 ku-INS, futhi okuningi kokuthunyelwe okushicilelwe ku-akhawunti kumayelana nabasebenzisi bayo noma abalandeli abasebenzisa imikhiqizo yayo, kanye nokugqama kweminye imincintiswano.
No.4 Tiktok
ULululemon uvule ama-akhawunti e-matrix ahlukene ku-TikTok ngokwezinjongo ezihlukile ze-akhawunti. I-akhawunti yayo esemthethweni inenani elikhulu labalandeli, okwamanje iqongelela abalandeli abayi-1,000,000.
Amavidiyo akhishwe i-akhawunti esemthethweni kaLululemon ahlukaniswe kakhulu abe izigaba ezine: isingeniso somkhiqizo, amafilimu amafushane anobuciko, i-yoga kanye nokuthandwa kwesayensi yokufaneleka, kanye nezindaba zomphakathi. Ngasikhathi sinye, ukuze uvumelane nemvelo yokuqukethwe ye-TikTok, kuyengezwa izinto eziningi ezisemfashinini: ukukhiqizwa ngokubambisana kwesikrini se-duet, ukusikwa kwesikrini esiluhlaza lapho kuchazwa imikhiqizo, kanye nokusetshenziswa kwezici zobuso ukwenza umkhiqizo umuntu wokuqala lapho umkhiqizo kuyisiqalo esiyinhloko.
Phakathi kwazo, ividiyo enezinga eliphezulu kakhulu lisebenzisa umdwebo kawoyela osudume kakhulu ku-inthanethi muva nje njengohlaka oluyinhloko. Isebenzisa i-yoga mat njenge-skateboard, ifosholo lokupenda lamafutha njengebhulashi lokupenda, ibhulukwe le-lululemon yoga njengopende, kanye nengaphezulu eligoqwe libe yimbali njengomhlobiso. Ngokuhlela i-flash, iveza ukubukeka kwebhodi lokudweba phakathi nayo yonke inqubo "yokudweba".
Ividiyo inobuhlakani obusha kuzo zombili izindaba kanye nesimo, futhi ihlobene nomkhiqizo nomkhiqizo, osekudonse ukunaka kwabalandeli abaningi..
I-Influencer Marketing
ULululemon waqaphela ukubaluleka kokwakhiwa komkhiqizo ezinyathelweni zokuqala zokuthuthuka kwayo.Yakha ithimba lama-KOL ukuze iqinise ukuthuthukiswa komqondo womkhiqizo wayo futhi ngaleyo ndlela isungule ubudlelwano besikhathi eside nabathengi.
Amanxusa omkhiqizo wenkampani ahlanganisa othisha bendawo be-yoga, abaqeqeshi bokuqina komzimba kanye nochwepheshe bezemidlalo emphakathini. Ithonya labo lenza uLululemon akwazi ukuthola abathengi abathanda i-yoga nobuhle ngokushesha nangokunembile.
Kubikwa ukuthi kusukela ngo-2021, iLululemon inamanxusa omhlaba ayi-12 kanye namanxusa ezitolo ayi-1,304. Amanxusa kaLululemon athumela amavidiyo nezithombe eziphathelene nomkhiqizo ezinkundleni zokuxhumana ezivamile zamazwe ngamazwe, ekhulisa izwi lomkhiqizo ezinkundleni zokuxhumana.
Ngaphezu kwalokho, wonke umuntu kufanele akhumbule okubomvu lapho iqembu lesizwe laseCanada livela kuma-Olympics asebusika. Eqinisweni, lokho kwakuyijazi eliphansi elenziwe nguLululemon. ILululemon nayo yaduma kuTikTok.
ULululemon wethule igagasi lokumaketha ku-TikTok. Abasubathi beqembu laseCanada bathumele imifaniswano yeqembu labo elidumile ku-TikTok #teamcanada base bengeza i-hashtag ethi #Lululemon#.
Le vidiyo ithunyelwe umshwibi waseCanada oshwiba nge-freestyle u-Elena GASKELL ku-akhawunti yakhe ye-TikTok. Kule video u-Elena nozakwabo badansele umculo begqoke imifaniswano yeLululemon.
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Ekugcineni, ngifuna ukusho
Noma imuphi umkhiqizo owaziwa kakhulu emphakathini awunakuhlukaniswa nemininingwane ejulile ngabathengi namasu amasha okumaketha.
Eminyakeni yakamuva, izinhlobo zokugqoka ze-yoga ziye zasebenzisa kakhulu izinkundla zokuxhumana ukuze zimakethwe, futhi lo mkhuba uvele ngokushesha emhlabeni jikelele. Ukumaketha ngezinkundla zokuxhumana kusiza ukwandisa ukuqwashisa ngomkhiqizo, ukuheha izethameli eziqondiwe, kukhuphule ukuthengisa, futhi kwakhe isisekelo samakhasimende athembekile. Kule makethe yomhlaba wonke enokuncintisana,ukumaketha kwezokuxhumana kunikeza amathuba ayingqayizivele futhi kuletha izinzuzo eziningi kumabhizinisi.
Ngokuthuthukiswa kwenkundla yezokuxhumana kanye nezinguquko ekuziphatheni kwabasebenzisi, abathengisi bezingubo ze-yoga nezinkampani kudingeka baqhubeke nokufunda nokuzivumelanisa nezimo, futhi bahlale besungula futhi bathuthukise amasu okuthengisa. Ngasikhathi sinye, kufanele futhi basebenzise ngokugcwele izinzuzo namathuba ezinkundla zokuxhumana ezifana ne-TikTok, i-Facebook, ne-Instagram, futhi basungule isithombe esiqinile somkhiqizo, bandise isabelo semakethe, futhi basungule ukuxhumana okuseduze nabasebenzisi bomhlaba ngokuhlela ngokucophelela nokusebenzisa amasu okuthengisa ezinkundleni zokuxhumana.
Isikhathi sokuthumela: Dec-26-2024
