Eminyakeni yamuva nje, amaphrojekthi okuqina komzimba athuthuke ngale kwendawo "ye-yoga," okuthi, ngenxa yezinzuzo zayo zezempilo kanye nokukhanga kwemfashini, yathola ukunakwa okusheshayo kodwa ayisabuswa kakhulu esikhathini sokukhuthazwa kokuqina komzimba kuzwelonke. Lolu shintsho luvule indlela yemikhiqizo yezingubo ze-yoga evelele njengeLululemon ne-Alo Yoga.
Ngokusho kwe-Statista, imakethe yomhlaba wonke yezingubo ze-yoga kulindeleke ukuthi ikhiqize imali engenayo engu-$37 billion, kanti ukubikezela kuzofinyelela ku-$42 billion ngo-2025. Naphezu kwale makethe echumayo, kukhona igebe eliphawulekayo ekunikezelweni kwezingubo ze-yoga zamadoda. Inani lamadoda ahlanganyela kwi-yoga likhula kancane kancane, futhi imikhiqizo efana ne-Lululemon ibone iphesenti labathengi besilisa likhuphuka lisuka ku-14.8% ngoJanuwari 2021 laya ku-19.7% ngoNovemba walowo nyaka ofanayo. Ngaphezu kwalokho, idatha ye-Google Trends ikhombisa ukuthi ukusesha "i-yoga yamadoda" cishe kuyingxenye yaleyo ye-yoga yabesifazane, okubonisa isidingo esikhulu.
I-Vuori, uhlobo lomkhiqizo olwaqala ngokugxila kule makethe engadingi ukunakekelwa okuningi ngezingubo ze-yoga zamadoda, lusebenzise lo mkhuba. Kusukela yasungulwa ngo-2015, i-Vuori ikhuphuke ngokushesha yafinyelela ku-$4 billion, yazimisa ngokuqinile phakathi kwabancintisana nabo abaphezulu. Iwebhusayithi yayo ibone ithrafikhi ezinzile, ngokuvakasha okungaphezu kwezigidi ezimbili ezinyangeni ezintathu ezedlule. Imizamo yokukhangisa ye-Vuori nayo ibilokhu ikhula, ngokwanda okungu-118.5% kwezikhangiso zezokuxhumana ngenyanga edlule, ngokusho kwedatha ye-GoodSpy.
Isu Lomkhiqizo kanye Nomkhiqizo kaVuori
I-Vuori, eyasungulwa ngo-2015, iwuphawu olusha olugcizelela isici "sokusebenza" kwezingubo zayo. Imikhiqizo yophawu iklanywe ngezici ezifana nokususa umswakama, ukomisa ngokushesha, kanye nokumelana nephunga. Ngaphezu kwalokho, ingxenye enkulu yezingubo ze-Vuori yenziwe ngokotini wemvelo kanye nezindwangu ezisetshenziswe kabusha. Ngokubeka phambili izinqubo zokukhiqiza "ezinokuziphatha" kanye nezinto eziqhubekayo, i-Vuori ithuthukisa inani lemikhiqizo yayo futhi izibeka njengophawu olunomthwalo wemfanelo.
Nakuba lo mkhiqizo ekuqaleni wawugxile ekugqokeni i-yoga kwabesilisa, i-Vuori manje inikeza imikhiqizo eyahlukahlukene ezigabeni ezingu-14 zabesilisa nabesifazane. Izithameli zabo eziqondiwe zifana neze-Lululemon—abathengi besigaba esiphakathi abazisa ulwazi lomkhiqizo futhi abazimisele ukutshala imali emikhiqizweni esezingeni eliphezulu, ekhiqizwe ngokuziphatha. Isu lentengo le-Vuori libonisa lokhu ngemikhiqizo yabo eminingi Ephakathi kuka-$60 no-$100, kanye nengxenye encane Engaphezu kuka-$100.
I-Vuori yaziwa nangokugcizelela kwayo kakhulu insizakalo yamakhasimende. Ihlukanisa imikhiqizo yayo ngezigaba ngokusekelwe ezindaweni ezinhlanu zomsebenzi oyinhloko—ukuqeqeshwa, ukushwiba emanzini, ukugijima, i-yoga, kanye nokuhamba ngaphandle—kusiza amakhasimende ukuthi athenge ngokwaziswa okwengeziwe. Ukuze kukhuthazwe ukwethembeka komkhiqizo, i-Vuori iqalise izinhlelo ezifana ne-V1 Influencer Program kanye ne-ACTV Club, ezinikeza izaphulelo ezikhethekile kanye nokufinyelela izinsiza zokuqeqeshwa kochwepheshe zamalungu.
I-Vuori's Social Media Marketing
Imithombo yezokuxhumana idlala indima ebalulekile esu lokumaketha likaVuori. Lo mkhiqizo uqoqe abalandeli abangu-846,000 kuzo zonke izinkundla ezifana ne-Instagram, i-Facebook, ne-TikTok, besebenzisa lezi ziteshi ukukhuthaza ukusebenzisana nabantu abanethonya, ukumaketha ngezithombe, kanye namakilasi okuzivocavoca abukhoma. Impumelelo yemikhiqizo efana neLululemon ibangelwa kakhulu ukuba khona kwayo ezinkundleni zokuxhumana, futhi iVuori ilandela okufanayo ngokukhula kwayo ezinkundleni zokuxhumana.
Isu Lokukhangisa likaVuori
Imizamo yokukhangisa kaVuori ibilokhu izinzile, kanti ukusheshisa okukhulu kwenzeka phakathi kukaSepthemba noNovemba minyaka yonke. Ngokusho kwedatha yeGoodSpy, ukutshalwa kwezimali okuphezulu kakhulu kokukhangisa kwenzeke ngoSepthemba, okubonisa ukukhula okungu-116.1% inyanga nenyanga. Lo mkhiqizo uphinde wandisa inani lawo lokukhangisa ngoJanuwari, wenyuka ngo-3.1% kusukela ngenyanga edlule.
Iningi lezikhangiso zeVuori lihanjiswa nge-Facebook, ngokusabalala okuhlukahlukene kuzo zonke iziteshi zemidiya ezahlukahlukene. Okuphawulekayo ukuthi i-Messenger ibone amasheya ayo enyuka ngoJanuwari, okwenza ama-24.72% okusatshalaliswa kwezikhangiso okuphelele.
Ngokwesifunda, iVuori ihlose kakhulu i-United States, iCanada, kanye ne-United Kingdom—izifunda ezihola imakethe ye-yoga yomhlaba wonke. NgoJanuwari, u-94.44% wokutshalwa kwezimali kweVuori kwezokukhangisa kwakugxile e-US, kuhambisana nesikhundla sayo esiphambili emakethe yomhlaba wonke.
Ngamafuphi, ukugxila kweVuori ngamasu ezembatho ze-yoga zamadoda, ukukhiqizwa okusimeme, kanye nokumaketha ezinkundleni zokuxhumana, kuhlanganiswe nendlela yokukhangisa eqondiwe, kuye kwaqhubekisela phambili lo mkhiqizo empumelelweni, kwawubeka njengomdlali onamandla emakethe yezingubo ze-yoga ekhulayo.
Yimuphi umhlinzeki wezingubo ze-Yoga zamadoda onekhwalithi efana neVuori?
Uma ufuna umhlinzeki wezingubo zokufaneleka onekhwalithi efanayo neGymshark, i-ZIYANG iyindlela okufanele uyicabangele. Itholakala e-Yiwu, inhloko-dolobha yezimpahla zomhlaba, i-ZIYANG iyifektri yobuchwepheshe bezingubo ze-yoga egxile ekudaleni, ekukhiqizeni, nasekuthengiseni izingubo ze-yoga zezinga eliphezulu zemikhiqizo namakhasimende aphesheya. Bahlanganisa ubuciko kanye nokusungula izinto ezintsha ngaphandle kokuphazamiseka ukuze bakhiqize izingubo ze-yoga zekhwalithi ephezulu ezikhululekile, ezinemfashini, futhi ezisebenzayo. Ukuzibophezela kwe-ZIYANG ekwenzeni kahle kubonakala ekuthungeni ngakunye ngokucophelela, okuqinisekisa ukuthi imikhiqizo yayo idlula amazinga aphezulu embonini.Xhumana ngokushesha
Isikhathi sokuthunyelwe: Jan-04-2025
