Yoga Yoga I Love You!
"Are you a centipede? Why buy so many yoga pants? You have not seen how good your yoga practice. "If Lululemon was not stationed years ago in Shenyang 2, Li Xiang asked her classmates in the United States to study many products to buy. Finally, when Lululemon opened Shenyang business this year, she hurried to the store and bought some new yoga pants. In this way, she was laughing and called the "Lemon doctrine" of their friends.
Lululemon is a special presence in the act. In the sports market is growing, increasingly important, and the competition is getting more and more violent. Today it's never advertising, but it is second only to Apple and Tiffany in North America. And annual sales more than 2 billion US dollars to the current market value has reached 26 billion US dollars and to be surpassed Puma and Under Armor, the world's third-largest sports brand after Nike and Adidas.
A pair of yoga pants sold for 750-1000 yuan, which is about twice as expensive as Nike, but it still makes people rush. Are there really so many people practicing yoga?
In terms of identity, the lululemon yoga pants, the same as the hair dryer Dyson
For people practicing yoga, is no stranger lululemon. This brand, founded by Chip Wilson in 1998, began in the early popularity and widespread acceptance of yoga in the United States in the 1880s.
At that time chip fell in love with yoga. As the males only in yoga class, he watched the number of people in the class to increase and he wanted to open a chain store specialized yoga clothing to sell. At that time, the field was empty on the market, and there were no professional Yoga clothing brand. So he sold a company that had operated for more than ten years and founded Lululemon.
Over the next 20 years, not only the yoga industry grew rapidly in the United States, but the clothing market also exploded in this industry.
After a glimpse report of female consumers in the United States, there were not many women in the workplace in the United States at that time. At the same time, 60% of American graduates were women, and the growth rate of female university graduates has increased. Who like yoga are American 25-34-year-old women in the middle and upper levels of the elite, and they are very much lawyers also spiritual connection. Chip has conducted a lot of activities related to supporting women to promote such as "decompressing women jobs and the prevention of breast cancer," and printed "Chicken Soup" on the packaging bag Women and distribution brand value.
In the eyes of Emily, who emigrated to Canada, "In the Upper East Side of the United States, shopping bags are lululemon almost everywhere, inspired by having printed on the sacks words as friends are more important than doing the Geld,'etwas surprised every Tag'warten. And appears in Westchester, lululemon a social tool to be because the women wear here. "
In China, according to iResearch the "Chinese Yoga Industry Research Report", 2016-2018, yoga is exercise the fastest growing fashion for women. 2018 was the local yoga industry market size 32,210,000,000 yuan, compared to last year, an increase of 20.7%. It is estimated that up to 40 billion yuan in 2019, the market size of the yoga industry will be close.
From the perspective of the consumer age, Chinese Yoga user is concentrated mainly among young people aged from 23 to 40 range. relatively concentrated in relatively developed first- and second-tier cities from the perspective of the urban distribution, yoga users. This shows that the middle and high-income female groups in the first and second-tier cities of the "post-80s" and "post-90s" Cities are the most important groups of Chinese yoga consumers.
In the new middle class, yoga seems to be a good medium to find the circle and identity resonance, especially for women. "Comfortable, versatile, and thin," this yoga suit meets the diverse needs of their living situation.
Wendy studied clothing design, see what "good to wear." Lululemon calls "yoga clothing design is user-friendly as a tight vest stretching that so when worn with yoga pants, its part of the hips can cover and the changing body shape. To increase the yoga clothing fashion and practicality, and unique designs such as "dark bag", "flash in the night", "wear on both sides." Also, to ensure so that the sleeve during training does not move on, all of their long-sleeved using thumbhole design sportswear ... ... Details determine success or failure. These design details lululemon make it unique. "
The diversification of career choice does not make raster businesses wear the standard of this work of young people, and the boundaries between sport, leisure, and social are constantly blurring and blending. "Recreational sport" sports and leisure style that is both functional and fashionable can be worn during sports and can also be worn during leisure time, has collected a lot of stars and supermodels the world.
For urban youth, sports is optional and a beautiful sport is definitely a must.
sponsored by sports equipment to connect emotions slimming, compared to the major sporting events of Adi and Nike, lululemon also makes marketing activities to see more grounded because of the special nature of yoga, which all want to be able to make "better." urban "Self" Women are more involved.
Lululemon often leads free yoga classes in the community, in the range of hundreds of people, as many as tens of thousands. For example, two classes are in Bryant Park in Manhattan, every time participate twice a week about 400 people, most of the partici yoga pants are wearing specially marked yoga clothes, momentum is huge, attracting the attention of a large number of people. When the new city occurs, it will hold held before Beijing Tai Temple also great yoga activities sights, like the previous yoga activity.
Li Xiang shared her experience with the pit of entry and said that the first encounter was with lululemon because her yoga instructor wore it and recommended it.
They do not admit that this is carrying a herd mentality, but yoga pants, she feels that she is working hard beautiful and to be better, so this is an emotional connection. But whether this emotional connection through yoga or by lululemon is not good, but after all, lululemon only that large yoga activities, everyone together, very solemn, they did not even participate in the yoga before Shenyang Imperial Palace Sorry for the activity.
, Calvin McDonald, CEO "Through various activities, a strong and stable emotional connection between brands and consumers established" by lululemon, said in an interview with the Wall Street Journal.
The money on lululemon in future spending to more than 1,000 yuan
According to a research report by Eventbrite, are normal yoga lovers spend more than US $ 60,000 on the sport of yoga in the duration of the contract of 420,000 yuan. The report predicts that consumer spending in this segment of yoga by 2020 increases the annual expenditure on 11560000000 US dollars will exceed. But Calvin McDonald's said: "We are not just playing recreational sports and leisure trends, we will move to a larger area."
After the first half of this year, personal care products were sold in 50 stores and online globally. The products include dry cleaning shampoos, deodorants, facial moisturizers, and lip balms.
In May this year, limited capsule lululemon with famous fashion designer Robert Geller, the "Take the Moment" series launched in collaboration released. This series is based on the exploration of Robert Geller 96-hour shop and is designed to meet the needs of comfortable and fashionable clothes for morning exercise, everyday urban life, and global travel.
Not long ago, the 44 high-end luxury brand clothing Lab was officially launched. The price is 30% more expensive than the Lululemon brand of US $ in the range from 80 to 500 US $. The design is based on minimalism, including men, women, and a small amount. Unisex clothing, some of which are characterized by loose and easy, so it's taken quite different from the personal design route from Lululemon.
Sun Choe, Product Manager at Lululemon, said: "We have the curve away design and sewing elements that want to highlight the image of women we do Lab less feminine, so the design is simple .."
It can be seen that the brand not only hopes the daily shuttle scene in the city to enter, but also hopes to participate in the male market.
New demands of young people have surged and brand competition has become tougher. Nike began tights target women as a product in 2017 and a sports Damenhose exclusive area "shorts studio" set up in 5,000 stores. Nike said management at the time was more popular than sports equipment, would be thin sweatpants new jeans.
Under Armor also developed more sportswear for women and Victoria's Secret also has sports bra products added including yoga pants. Gap expanded its women's sports brand Athleta and launched a new men's sports and leisure brand called Hill City. And there is also MAIA ACTIVE and particle Fever, who have a violent trend in China. Maybe it is normal to spend 1,000 yuan to a pair of yoga pants to buy in the future, but you will have more brands and styles to choose from.
Lululemon is a special presence in the act. In the sports market is growing, increasingly important, and the competition is getting more and more violent. Today it's never advertising, but it is second only to Apple and Tiffany in North America. And annual sales more than 2 billion US dollars to the current market value has reached 26 billion US dollars and to be surpassed Puma and Under Armor, the world's third-largest sports brand after Nike and Adidas.
A pair of yoga pants sold for 750-1000 yuan, which is about twice as expensive as Nike, but it still makes people rush. Are there really so many people practicing yoga?
In terms of identity, the lululemon yoga pants, the same as the hair dryer Dyson
For people practicing yoga, is no stranger lululemon. This brand, founded by Chip Wilson in 1998, began in the early popularity and widespread acceptance of yoga in the United States in the 1880s.
At that time chip fell in love with yoga. As the males only in yoga class, he watched the number of people in the class to increase and he wanted to open a chain store specialized yoga clothing to sell. At that time, the field was empty on the market, and there were no professional Yoga clothing brand. So he sold a company that had operated for more than ten years and founded Lululemon.
Over the next 20 years, not only the yoga industry grew rapidly in the United States, but the clothing market also exploded in this industry.
After a glimpse report of female consumers in the United States, there were not many women in the workplace in the United States at that time. At the same time, 60% of American graduates were women, and the growth rate of female university graduates has increased. Who like yoga are American 25-34-year-old women in the middle and upper levels of the elite, and they are very much lawyers also spiritual connection. Chip has conducted a lot of activities related to supporting women to promote such as "decompressing women jobs and the prevention of breast cancer," and printed "Chicken Soup" on the packaging bag Women and distribution brand value.
In the eyes of Emily, who emigrated to Canada, "In the Upper East Side of the United States, shopping bags are lululemon almost everywhere, inspired by having printed on the sacks words as friends are more important than doing the Geld,'etwas surprised every Tag'warten. And appears in Westchester, lululemon a social tool to be because the women wear here. "
In China, according to iResearch the "Chinese Yoga Industry Research Report", 2016-2018, yoga is exercise the fastest growing fashion for women. 2018 was the local yoga industry market size 32,210,000,000 yuan, compared to last year, an increase of 20.7%. It is estimated that up to 40 billion yuan in 2019, the market size of the yoga industry will be close.
From the perspective of the consumer age, Chinese Yoga user is concentrated mainly among young people aged from 23 to 40 range. relatively concentrated in relatively developed first- and second-tier cities from the perspective of the urban distribution, yoga users. This shows that the middle and high-income female groups in the first and second-tier cities of the "post-80s" and "post-90s" Cities are the most important groups of Chinese yoga consumers.
In the new middle class, yoga seems to be a good medium to find the circle and identity resonance, especially for women. "Comfortable, versatile, and thin," this yoga suit meets the diverse needs of their living situation.
Wendy studied clothing design, see what "good to wear." Lululemon calls "yoga clothing design is user-friendly as a tight vest stretching that so when worn with yoga pants, its part of the hips can cover and the changing body shape. To increase the yoga clothing fashion and practicality, and unique designs such as "dark bag", "flash in the night", "wear on both sides." Also, to ensure so that the sleeve during training does not move on, all of their long-sleeved using thumbhole design sportswear ... ... Details determine success or failure. These design details lululemon make it unique. "
The diversification of career choice does not make raster businesses wear the standard of this work of young people, and the boundaries between sport, leisure, and social are constantly blurring and blending. "Recreational sport" sports and leisure style that is both functional and fashionable can be worn during sports and can also be worn during leisure time, has collected a lot of stars and supermodels the world.
For urban youth, sports is optional and a beautiful sport is definitely a must.
sponsored by sports equipment to connect emotions slimming, compared to the major sporting events of Adi and Nike, lululemon also makes marketing activities to see more grounded because of the special nature of yoga, which all want to be able to make "better." urban "Self" Women are more involved.
Lululemon often leads free yoga classes in the community, in the range of hundreds of people, as many as tens of thousands. For example, two classes are in Bryant Park in Manhattan, every time participate twice a week about 400 people, most of the partici yoga pants are wearing specially marked yoga clothes, momentum is huge, attracting the attention of a large number of people. When the new city occurs, it will hold held before Beijing Tai Temple also great yoga activities sights, like the previous yoga activity.
Li Xiang shared her experience with the pit of entry and said that the first encounter was with lululemon because her yoga instructor wore it and recommended it.
They do not admit that this is carrying a herd mentality, but yoga pants, she feels that she is working hard beautiful and to be better, so this is an emotional connection. But whether this emotional connection through yoga or by lululemon is not good, but after all, lululemon only that large yoga activities, everyone together, very solemn, they did not even participate in the yoga before Shenyang Imperial Palace Sorry for the activity.
, Calvin McDonald, CEO "Through various activities, a strong and stable emotional connection between brands and consumers established" by lululemon, said in an interview with the Wall Street Journal.
The money on lululemon in future spending to more than 1,000 yuan
According to a research report by Eventbrite, are normal yoga lovers spend more than US $ 60,000 on the sport of yoga in the duration of the contract of 420,000 yuan. The report predicts that consumer spending in this segment of yoga by 2020 increases the annual expenditure on 11560000000 US dollars will exceed. But Calvin McDonald's said: "We are not just playing recreational sports and leisure trends, we will move to a larger area."
After the first half of this year, personal care products were sold in 50 stores and online globally. The products include dry cleaning shampoos, deodorants, facial moisturizers, and lip balms.
In May this year, limited capsule lululemon with famous fashion designer Robert Geller, the "Take the Moment" series launched in collaboration released. This series is based on the exploration of Robert Geller 96-hour shop and is designed to meet the needs of comfortable and fashionable clothes for morning exercise, everyday urban life, and global travel.
Not long ago, the 44 high-end luxury brand clothing Lab was officially launched. The price is 30% more expensive than the Lululemon brand of US $ in the range from 80 to 500 US $. The design is based on minimalism, including men, women, and a small amount. Unisex clothing, some of which are characterized by loose and easy, so it's taken quite different from the personal design route from Lululemon.
Sun Choe, Product Manager at Lululemon, said: "We have the curve away design and sewing elements that want to highlight the image of women we do Lab less feminine, so the design is simple .."
It can be seen that the brand not only hopes the daily shuttle scene in the city to enter, but also hopes to participate in the male market.
New demands of young people have surged and brand competition has become tougher. Nike began tights target women as a product in 2017 and a sports Damenhose exclusive area "shorts studio" set up in 5,000 stores. Nike said management at the time was more popular than sports equipment, would be thin sweatpants new jeans.
Under Armor also developed more sportswear for women and Victoria's Secret also has sports bra products added including yoga pants. Gap expanded its women's sports brand Athleta and launched a new men's sports and leisure brand called Hill City. And there is also MAIA ACTIVE and particle Fever, who have a violent trend in China. Maybe it is normal to spend 1,000 yuan to a pair of yoga pants to buy in the future, but you will have more brands and styles to choose from.
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