Isimo sezemidlalo emhlabeni wonke sishintsha kakhulu njengoba singena ku-2026. Sekuphele iminyaka engaphezu kwamashumi amabili,I-Lululemon Athletica (LULU)ibilokhu iyinkampani enkulu emakethe yaseNyakatho Melika, iguqula ama-leggings e-yoga abe yinto yamasiko ebiza izigidigidi zamaRandi. Kodwa-ke, njengoba amasonto okugcina ka-2025 eqhubeka, inkampani izithola isengozini.
Nakuba lo mkhiqizo ubhekene "nokushisa" endaweni yawo yasekhaya, ngesikhathi esifanayo uvuselela "impumelelo" ezimakethe zomhlaba wonke—ikakhulukazi eShayina. Lokhu kwehluka kuphakamisa umbuzo obalulekile kubatshalizimali, abancintisana nabo kanye nabathandi bemfashini ngokufanayo:Ingabe ukwanda kweLululemon emhlabeni wonke kunamandla ngokwanele ukuvikela umqhele wayo ngenkathi injini yayo yase-US ilahlekelwa umusi?
I. Ithafa LaseNyakatho Melika: Ukubhekana Nenkinga "Yobusha"
Sekuyiminyaka eminingi, iLululemon ijabulela idumela "elingabhuleki" e-US naseCanada. Kodwa imali engenayo yekota yakamuva iveze ubuthakathaka obungavamile. Imali engenayo eMelika yehle kakhulu, kanti ukuthengisa okufanayo kukhombisa ukwehla okumangalisayo.
Ukukhathala Kokuhlukahluka "Okuyinhloko"
I-CEO ephumayo uCalvin McDonald muva nje ukhulume ngenkinga ekhona: ukuntuleka kweukusungula umkhiqizoNgesikhathiQondanisafuthiIsitimela saseWunderUchungechunge luyinganekwane, umthengi wase-US okwamanje ufisa izinto ezintsha. Ngaphandle kochungechunge oluqhubekayo lwezithombe ezintsha "okumelwe ube nazo", lo mkhiqizo ubone ukwehla kwethrafikhi yabahamba ngezinyawo.
Umphumela we-"Alo & Vuori"
Indawo yokuncintisana ayikaze ibe matasa kangaka. Imikhiqizo efanaI-Alo Yogabaphumelele ekuthwebuleni ubuhle "bejimu yemfashini ephezulu", kuyilaphoI-Vuoriiye yabusa indawo "yokunethezeka kwasogwini". Laba bancintisani baye bathuthela ngamandla endaweni kaLululemon, benikeza ezinye izindlela ezisezingeni eliphezulu kunesisekelo sabathengi esivulekele kakhulu ekushintsheni uphawu.
Ukusetshenziswa Kwezimali Kwabathengi Okukhethiwe
Esimweni sezomnotho esikhulu sasekupheleni kuka-2025, ngisho nomuntu ocebile "oqotho kuLulu" useqala ukuqonda. Amanani enzalo aphezulu kanye nokwehla kwamandla emali okuqhubekayo kuholele "ekugcwalisweni kwezingubo ezisebenzayo" - lapho amakhasimende ethenga kuphela lokho akudingayo, evame ukulinda ukuthengiswa kwe-"We Made Too Much" kunokuthenga ngentengo ephelele.
II. Indlu Yamandla Yomhlaba Wonke: Kungani iShayina iyiNhlangano Entsha
Uma imakethe yase-US iyinjini yokupholisa,IShayina iyimikhumbi yamarokhethi.Ekuboniseni okumangalisayo kokubukeka komkhiqizo, imali engenayo yeLululemon e-Mainland China ikhuphuke ngo-46%kule kota edlule.
Uphawu Lwesimo "Senhlalakahle"
EShayina, iLululemon idlule ilebula elithi "yoga". Sekuyisibonakaliso sesimo sendlela yokuphila ephelele. Lo mkhiqizo usebenzise ngobuhlakani isifiso se-"Upper Middle Class" sempilo nomphakathi. Ngokusingatha imikhosi emikhulu ethi "Be Well" kanye nemicimbi yomphakathi emadolobheni afana neShanghai neShenzhen, bakhe ukuxhumana okujulile ngokomzwelo nabathengi kunezimbangi zabo zezemidlalo zendabuko.
Ukwandisa Imephu
I-Lululemon ayigcini nje ngokunamathela emadolobheni ase-Tier-1. Uhlelo lokukhulisa luka-2025 lufinyelele ngempumelelo emadolobheni ase-Tier-2 nase-Tier-3, lapho isifiso semikhiqizo yaseNtshonalanga esezingeni eliphezulu sikhula ngokushesha kunokunikezwa kwendawo. Lokhu kuhlukahluka kwezindawo okwamanje kusebenza njengesivikelo esikhulu sezimali senkampani.
III. Ukuziphendukela Kwesu: Uhlelo "Lwamandla Ezintathu x2"
Naphezu kobumnene basekhaya, iLululemon inamathela kulokho okunesifiso sayo esikhulu"Amandla Ezintathu x2"isu lokukhula. Lolu hlelo luhlose ukuphinda kabili imali engenayo yamadoda, kabili imali engenayo yedijithali, kanye nokuphinda kane imali engenayo yamazwe ngamazwe ekupheleni kuka-2026.
Isigaba Sabesilisa: Ithuba Eliyizigidigidi Ezimbili ZamaRandi
Enye yezindawo eziqhakazile embikweni ka-2025 yi-Isigaba sabesilisa, okuyinto manje ebangela cishe25% wesamba sokuthengisaNgokunwebeka ezingutsheni "zokusebenza-ukuya-ejimini" njenge-Ibhulukwe le-ABCkanye nemishini yokuqeqesha esebenza kahle kakhulu, iLululemon ifakazela ngempumelelo ukuthi akuyona eyabesifazane kuphela.
Izicathulo Nezesekeli
Ukungena kukaLululemon ezicathulweni—kufaka phakathiNgaphandle kokuzizwaisicathulo sokugijima—ekugcineni sesiqalile ukuba namandla. Nakuba simele ingxenye encane yebhizinisi lilonke, sivumela umkhiqizo ukuthi unikeze ikhambi "elisuka ekhanda liye ozwaneni", okwandisa inani elimaphakathi lokuthengiselana ngekhasimende ngalinye.
IV. Isikhathi Esisha Sobuholi: Uguquko Luka-2026
Izindaba ezibaluleke kakhulu zikaDisemba 2025 ukuguquka kobuholi.UCalvin McDonaldNjengoba kulindeleke ukuthi ishiye isikhundla ekuqaleni kuka-2026, lo mkhiqizo ungena enkathini yokuzicabangela.
Ithimba lobuholi besikhashana, eliholwa yi-CFOUMeghan Frank, isithembise kakade "Ukusetha Kabusha Komkhiqizo." Nakhu okuseduze no-2026:
- 35% Ubusha:Ingxenye enkulu yeqoqo leNtwasahlobo/Ihlobo lika-2026 izoba nemiklamo emisha ngokuphelele kanye nobuchwepheshe bezindwangu.
- Ukwanda eNdiya naseMpumalanga Ephakathi:Ukusebenzisa ubudlelwano obusha be-franchise ukuze ungene ezifundeni ezikhula ngokushesha.
- Ukugxila Ekusimeni:Ukusheshisa ukusetshenziswa kwe-nylon "ephinde yasetshenziswa nge-enzyme" ukuze kuhlangatshezwane nezidingo zomthengi we-Gen Z oqaphela imvelo
V. Isinqumo: Ukuqina Naphezu Koshintsho
I-Lululemon okwamanje iyindaba yezimakethe ezimbili. "Ubumnene" e-US buyisixwayiso sokuthi ngisho nemikhiqizo enamandla kakhulu ayikwazi ukuthembela enkazimulweni yangaphambilini. Kodwa-ke, ukukhula okukhulu kwamazwe ngamazwe kufakazela ukuthi isiphakamiso esiyinhloko senani lomkhiqizo—ikhwalithi, umphakathi, kanye nesitayela—luwulimi olusetshenziswa emhlabeni wonke.
Uma umkhiqizo ka-2026 uvuselela ngempumelelo ilangabi laseNyakatho Melika ngenkathi ukwanda kweShayina kuqhubeka, iLululemon cishe izophuma kulolu shintsho inamandla futhi ihlukahlukene kakhulu kunanini ngaphambili.
Isikhathi sokuthunyelwe: Disemba-22-2025
