Recently, it was reported that Canadian sports brand Lululemon once again showed an amazing ability to raise prices. The stock price rose 48%, and its stock price remained at 179.59 dollars per share, with a total market value of 22 billion 70 million dollars.
This year's international sports brands rose as follows: Cage rose 46%, Adidas 38%, Puma 36%, Andemar 16.17%, Nike 10.69%. Lululemon became a black horse and surpassed them as the world's biggest share price sport brand.
According to the financial data, the global revenue in the fourth quarter of Lululemon2018 reached US $1 billion 170 million, a total of US $3 billion 300 million for the whole year, an increase of 26% over the same period. This has also become the fastest growing year in Lululemon20, with strong growth in China's electricity providers and a growth rate of over 140%.
In the sports field dominated by Nike and Adidas, the emergence of Lululemon is an alternative, and has attracted the attention of the public at an alarming speed. The performance took 8 months, and the market value increased from 10 billion US dollars to 20 billion US dollars.
Lululemon, founded in 1998, took up 20 years in sports and sports industry, and even changed the dominant way of sports industry. At the beginning of its establishment, Lululemon called itself the "Yoga inspired sports apparel brand". It was positioned in the "vertical service market for women's yoga clothes". It created the sport lifestyle through the combination of sports and leisure, and has always been liked and favored by consumers.
In fact, when excavating Lululemon, it can be found that its mode is very different from the traditional sports brand. The design room, retail shop and yoga training hall are gathered together, and the product is designed according to the customers', yoga coaches and professional athletes' ideas and requirements in the design of Yoga suit.
Lululemon gathered the sales point with the yoga training hall, more of the spirit of happiness, friendship and sports, and narrowing the distance from customers with the brand purpose of life, breaking away from the traditional marketing mode, infiltrating the brand spirit into customers through community activities, and imperceptibly improving the image of the brand.
The "lifestyle" promoted by consumers as a target group has been used so far and has achieved great results. To this end, Lululemon recently opened the world's first gym in Chicago, the first floor is sportswear retail area, the two floor is the gym set yoga, HIIT and meditation in one, create a food and clothing training, work and life one-stop sports life space, sports lifestyle will be pushed higher.
Behind the strong growth, Lululemon is no longer satisfied with mining women's consumption only, but also turns its attention to the men's market and the cosmetic industry. It also proposes that the male product line be sold for 1 billion US dollars in 2020. This year, lululemon signed the Chinese young actor Qu Chuxiao as the brand spokesperson and never adopted the spokesperson. It began to take the popular marketing way. The purpose is to increase the promotion of the male market and seek growth power.
The beauty market has begun to show its strong growth in recent years, whether it is luxury brands such as Gucci or Amazon electric business. In April this year, Lululemon launched the "selfcare" beauty and body care product line to provide moisturizing cream, balsam and dry shampoo for sports people.
A professional pointed out that although Lululemon has shown strong growth, but also encountered certain bottlenecks, enter the men's clothing market and beauty field is a good proof. In addition, Lululemon has embarked on a popular marketing model, which reflects the fact that niche market is no longer the mainstream, and that a wider range of sporting goods can attract more consumers.
In addition, Nike, Adidas and other sports brands have stepped up the Yoga market, making the market more competitive, and virtually challenged Lululemon.
Even though Lululemon has created a lot of excellent results nowadays, it has to be very clear about its current situation and difficulties whether it is the subdivision of Female Yoga groups or the competition between men's wear and beauty market.