This comes from firm of gem gal dress, sell outstanding achievement to rise, the business outside sortie gem gal, in order to achieve faster growth rate.
Civil / Huang Mengting edits / Song Xinyu
" the prejudice in popular feeling is a big hill " , but a lot of enterprises are in hard him augment business is attrib border, break the prejudice of image of this kind of brand.
Nowadays, mention when somebody Lululemon, whether do you still think this is the firm of gem gal dress with a Nancy apparent feature? Their assume the whole world newly presiding apparitor can not think such thinking to let you.
Ka Erwen - McDonald
2018, lululemon trots along on horseback change handsome, assumed office new whole world is presiding apparitor -- Kaerwen - McDonald (Calvin McDonald) , a personal details is retailing shop of United States makeup tiny bit the America division president of Fu orchid holds presiding apparitor concurrently.
After new officer assumes office, lululemon begins the amplification like rocket speed product line.
The investor conference April is medium this year, the growth that Lululemon announced to did not come 5 years plans -- 2023, the male and sale of electric business Wu break up one time, international market income rises to fourfold above, year compound increase rate is amounted to 15% .
With " Five-Year Plan " announce at the same time, still have should march formally sneaker market. McDonald expresses, " we are right shoe kind the product has a large number of tests, discovery can be in shoe kind the market finds a blank belt. "
This also is meant, lululemon begins to be in domain of shoe line of business, the athletic tycoon such as direct Xiang Naike, Adidasi launchs a challenge.
As a result of the shoe kind the product still had be notted roll out, taste newly still be in confidential phase, meet with consumer before the end of the year likely.
More than in the shoe kind the market, since 2019, product line of augment of Lululemon bold and resolute, outspread the product range besides gem gal. Tall excessive child brand, beauty protects a product, still opened a gym even, if these products run, lululemon is not you already in impression that " very Nancy gem gal was taken. "
Outspread read: " bogus woman " Lululemon
Krypton body combed next Lululemon the newest movement ▼ since this year
In March, the Buddhist nun that announces MVP of the 52nd super bowl overcomes · Fox to become ambassador of motion of profession of male of mainstream of Lululemon first place; In April, roll out protect product line, stop to skin of sweat agent, lipstick, embellish is shown and avoid shampoo 4 products; In April, actor of young person of new advance of government-owned announce China bends Chu Xiao to become spokesman of Chinese area brand; In April, announce to march formally sneaker market, gym shoes is tasted newly still handle confidential level; July, the first gym is in Chicago practice, include practice of food and clothing, job and life to be an organic whole; In September, roll out high market luxury formally child brand Lab, wait to begin to compete when blush card with Off-White, Supreme.Wet card, United States makeup, gym shoes, gym, sheet is carried come out any can be hit, and there is maturity inside the industry and the competitor that increases stability. Change so much and cross a trade, can see the ambition that Lululemon develops to future.
Do not ask spokesman all along, enter men's clothing market to hit however this year, super bowl MVP and China sell choice North America the film greatly " roam about the earth " the actor regards male market as breach, because men's clothing is crucial to the brand.
Bending Chu Xiao is spokesman of Lululemon China first place
McDonald is on conference of the 2nd quarter, the business that emphasizes valueing men's clothing very much grows, early childhood even, men's clothing is to did not increase main power.
According to finance affairs of 2019 the 2nd quarter data shows, clean sale is this Lululemon quarter 883 million dollar, the sale grew 22% compared to the same period, company newest market prise also comes to 26.8 billion dollar. So far, already successive 7 quarters implementation can compare door inn sale to add fast exceed 10% . Because the sheet such as knickers is tasted,sell greatly, the men's clothing sale of Lululemon also very give power grew 34% .
The man commodity of sale of Chinese government store
Besides men's clothing, personage of the analysis inside course of study thinks, interest rate of wool of industry of United States makeup wants prep above dress normally, so Lululemon may be rolled out to raise integral wool interest rate protect a product, bring greater profit opportunity.
Government-owned net shows, lululemon is the closest protect a product to have again increase, added newly prevent bask in frost, calm makeup sparge and shampoo, protect the product such as hair element.
Be placed inside door inn protect a product
And McDonald expresses to this, " the core that growth of men's clothing, whole trench and market dilate are growth strategy, sneaker and protect waiting to be tasted newly is a way that can explore only, won't regard as growth momentum. "
Their exploration direction still includes gym and wet brand.
In July, lululemon whole world first most gate inn is in Chicago practice, the area is about 2000 smooth, the dress area of male, female outfit is contained in door inn, still having is athletic division. Athletic division has the organization fitness course that can supply 6-10 part everyday, curricular content basically has gem gal, contemplative with HIIT of course of high strenth intermittence. Besides athletic space, still have feed gently inn and very the office area that decorates like cafe.
Chicago most gate store outward appearance
The user can be bought here or borrow the dress to attend gymnastical class, after motion ends, can bathe directly inside, bathe to still have healthy food and special office area, this is one is included eat, wear, the athletic life space that experienced, office is an organic whole.
The government expresses, if the management mode of this flagship store can succeed, before 2023, the company is met in the application in the hypostatic door inn of 10% this is planted brand-new mode. Advocating the China of healthy lifestyle, this kind of mode opens in case really home, have market effect quite.
Had been in female heart the Lululemon of win universal praise, breaking sexual acknowledge barrier now, yearn neuter style develops.
Last week, lululemon rolls out high market luxury formally to taste card Lab, than advocate the brand is expensive 30% , price differs from 80-500 dollar. Lab dress take out those curvilinear designs that can highlight woman figure, so not Nancy, main with comfortable, contracted give priority to, with advocate tasted close-fitting design style has very big different.
Look from the picture, the design style of Lab is given priority to with neuter wind, cannot see any complex ornaments are decorated almost, wind of this kind of design advocate those who hit is city life setting. Can say, lab is Lululemon wanting to be hit is fashionable design group truly " forward " .
Advocate tasting had been the athletic dress that the price has some of light excessive, roll out series of a tall excessive again, somebody thinks, faithfulness spends taller consumer, can accept the price of Lab. Lululemon limits the sale of Lab of purpose, offer for consumer more valuable " product of set limit to " , this also is the sale of set limit to that current tide card prefers, appetite of condole sufficient user.
To Lululemon, what vicissitude of the market spends is fast, whether can they play truly turn luxury vogue is encircled, return even to cannot make conclusions.
New these product line that roll out, chinese market is done not have on line. Be given the men's clothing market of great expectations by the company, permeability of North America business is tall, acknowledge is spent taller, and be in rise period Chinese market, in the promotion that still is in fundamental business, male group acknowledge is spent low not accident.
Lululemon China company group activity, graph / Lululemon small gain
Show according to Chinese official net, mainland area has 25 doors store. In the meantime, lululemon also combined day cat to do activity of super brand day this year, enhance the sale ability of the electric business market that the brand is in China, in the 2nd quarter, chinese cable business can exceed 70% than amplitude is being sold on the line. Exceed strong sale to increase a number, chinese market is crucial to Lululemon brand growth.
Recently, lululemon strengthened the promotion in Chinese market. Summer, spread out the course on the line to cooperate with Keep, initiate #21 Tian Yuga to challenge # , still invite actress Wang Zixuan to regard Xin Jin as brand ambassador conduct propaganda 2019 autumn winters are tasted newly.
Gem gal is challenged on Lululemon and the line that Keep cooperates
After believing to be in, lululemon still can increase the action in Chinese market, on Chinese market, receiving a highly competitive motion trademark.
Somebody thinks, stand fast in that way like old dry Mom oneself ace product line, be helpful for business development. And more companies think, " learn and actor criterion be an official " , after the product line that has done a business when you, continue to advance triumphantly on new product line even, just be the law of broken problem.
Two kinds of viewpoints have many embracing wholesale, but without doubt, lululemon chose latter.
Of course, wanting to staring at the meal in others boiler when Lululemon, others also can think the food in his mouth of course.
Be able to bear or endure the gram aimed at market of gem gal dress directly this year, roll out the male, female directly exclusive series of gem gal dress; An Dema also rolls out female kit; Gap also enlarged Athleta of female motion brand, but from the effect for, these brands cannot shake Lululemon the position in female market.
Detect according to fashionable commerce dispatch, lululemon still is this year the share price since goes up a the oldest motion brand, go up accumulate be as high as 48% , exceed Sikaiji 46% , be able to bear or endure 16.17% of the 10.69% He Ande Ma of the gram.
Lululemon is very busy, so busy that be however in reason, the brand of head of a 20 annual expenditure, be in the phase that tries a variety of styles and way, the public praise with this better brand spends have the aid of, realize diversification product operation.
Compete in athletic brand coessential change instantly, find another growth breach, still perhaps can continue the sale is mythological.
