I don't know when, in addition to harvesting the legs and buttocks of the middle class, lululemon is also crazy about harvesting the traffic of the sports circle.
If you want me to say, just in the sports area, lululemon is a marketing master.
The Paris 2024 Olympic Games will be held locally at the end of July, and we all know that the opening ceremony of each Olympic Games is a huge showcase.
The game can be lost, but the aura cannot be lost, and every country is eager to use what it has learned all its life to create an atmosphere.
It's like lululemon is already grabbing the "crazy head", laughing crazy.
Some time ago, lululemon officially announced the official equipment of the Canadian team for the Olympic Games, covering the opening and closing ceremonies alone, award-winning clothing, and media interview clothing.
This official announcement made lululemon completely popular:
Red red, burst red, black red red.
lululemon uses red as the main color, think about how appropriate red is!
The Lulu logo is red, the Canadian flag red maple leaf is also red, and sports are hot-blooded.
图源：lululemon
You are red and I am also red, red is the most harmonious scheme, but the actual effect is a bit difficult to evaluate.
图源:lululemon/左右滑动
Tie-dye is booming, and some people have spicy comments like Aunt Lai, which is the colorful red that Party A wants.
Either I thought I came to participate in the Spring Festival Gala for the New Year, and I came to China for the New Year.
After reading it, I just want to ask Lululemon, isn't this really customized for the Chinese team?
Spit out the four clothes that are not like: fat beef rolls, snowflake fat beef, and pork belly
It's good to look at each one alone, but when combined, it's like just fighting a game after a fight.
To sum it up, it's horror, and the special effects are like: blurred flesh and blood, large-scale bloody crime scenes, and war-damaged wind.
However, for some netizens, the most unbearable thing is that the word "miserable" is too conspicuous, and "miserable" actually refers to the Canadian English abbreviation can.
Of course, I don't blame everyone for having this conditioned reflex, but anyone who has learned pinyin, and the first feeling when you see CAN is inevitably not English Can?
Let's just say that the culture is broad and profound, and we can also understand CAN as "I can".
But every time someone is persuaded to quit by a big tragic word, after all, it is too much like a conspicuous bag.
Source: Netizen
The aesthetics are different, some people like it and some people feel horror can be understood, and what is even more terrifying is -
The mouth says no, the body is very honest, every time everyone is said to be ugly and blind, they may be sold out when they turn around.
After looking at everyone's perception and experience, I found that everyone's feedback on more is that it is not as good as the previous Winter Olympics.
Before the Beijing Winter Olympics, lululemon won a boom because of its defeat of its opponent Canada Goose.
At that time, many people thought that the Canadian team would wear Canada goose, but when the Canadian team played, the audience was dumbfounded.
The jersey worn by the Canadian team was actually another Canadian sports brand, lululemon, and netizens were planted at once, and they also shouted at Yiwu to speed up production.
"Canadians don't wear Canada goose" once became a joke, and the most can is not lululemon, but Canada goose.
But not to mention, at that time, the Canadian team uniform lululemon made a wave of beautiful advertising.
The Winter Olympics coincided with the fourth day of the Lunar New Year, and the blessing of various favorable people and factors made lululemon completely out of the circle.
As soon as Lululemon's Paris Olympics jersey came out on the street, netizens recalled killing again, does it mean that lululemon's Winter Olympics marketing is out of the circle.
From this point of view, it can be found that lululemon sports marketing still has a set.
Sports marketing is not a one-shot deal, it requires long-term investment, this year, next year, and every year, in order to produce a compound interest effect and precipitate into the brand's sports assets.
Just like Luckin, since Gu Ailing was invited to endorse on the eve of the Winter Olympics, sports marketing has not stopped.
Whether it is the Asian Games or the Olympic Games, we can see that Luckin has brought Wu Yanni, Wang Shun, and the Chinese women's basketball team to the platform, constantly brushing up the brand's sports presence.
This time, lululemon is sponsoring the Canadian team again at the Olympic Games, which can not only show the advantages of international status to competitors, but also deeply tie the brand to the Olympic scene through continuous sports marketing, and establish the brand's sports personality.
The reason why Lululemon can be called the talk of netizens is largely because it is very good at marketing in the past two years.
For example, the movie marketing that rubbed Jia Ling's popularity.
After Jia Ling's "Hot and Hot" became popular all over the Internet with the Spring Festival file, lululemon also focused on the topicality of Jia Ling's fitness exercises, and took advantage of Jia Ling to promote the movie, sponsored the clothes for the roadshow, and took the opportunity to publicize it on the official Weibo.
图源：Lululemon
To a certain extent, lululemon also combines the fitness positioning of the product with the topic of Jia Ling's body to establish a consumer awareness of sports and fitness for the brand.
Although it is not endorsement marketing, the effect is stronger than endorsement.
Another example is the marketing of women who save marriages.
Every time Lululemon releases a new product, it is like a walking social currency, which can always be ridiculed by netizens, focusing on a person who pleases every gender equally.
For example, this pair of leggings was ridiculed as the Supergirl series, which directly made your underwear go out and didn't pretend at all.
Lululemon还被嘲营销好嫁风,推出官方名为"Everlux Front Cut-Out Train"的Bra,一经推出后,就被网友戏称是拯救女性婚姻bra。
图源：Lululemon
Because there is a story behind this, a foreign buyer commented that after buying this sports bra, life has become better, "because after wearing it, my husband did not take his eyes off me, and he only needs to show this underwear when quarreling, and I recommend friends with marital problems to buy it."
Source: Hydrogen Commercial Vista
If the story of marriage is told, then the saving effect of design is real. [The bra that saves marriage] is designed with a fork hollow position, and the biggest feature is to press the chest.
图源：Lululemon
Therefore, as soon as women get on their bodies, they will find that their breasts will have the appearance of gathering and increasing their bust circumference, and A cup will become B-C-D cup in seconds.
Of course, as soon as this dress came out, it also caused discomfort among netizens, and the evaluation did not respect women, and it objectified women from a male perspective.
Don't think that it is just harvesting the legs and buttocks of China's middle class, and is still trying to harvest different consumer groups equally, and it wants to make money in both horizontal and vertical business.
In the area of male marketing, Lululemon also has its own traffic password.
拯救marriage姻bra卖爆后,lululemon"显大紧身衣"也火了。
Source: Xiaohongshu netizens
Previously, Lululemon chose to build Lululemon's first independent menswear store in the Asia-Pacific region in Beijing, and created an amateur version of "Fengshen" roadshow in the mall and held a dumbbell challenge.
Source@lululemon INDIGO men's clothing store
除了女性营销和男性营销,Lululemon也懂得大牌平替营销。
Lululemon also has a hand in selling bags, before lululemon launched a 580 yuan armpit bag, it marketed itself as [Prada Pingti], and it is rumored that it was out of stock on the whole network for a week after it was launched.
Because its capacity is as large as 4L, the large amount of tube is enough, and it is not a problem to fill the power bank, charging cable, and lipstick.
I have to say that lululemon understands the consumption psychology of this generation of young people, not that big brands can't afford it, but that it's more cost-effective.
Therefore, for brands, flat replacement is a marketing buzzword with its own traffic.
与其说lululemon想要男女通杀,衣服和包包通吃。
Rather, it wants to eat the dividends of the entire Chinese market, and its ambition to win Chinese consumers has long been unable to hide.
Just looking at this year's Spring Festival, lululemon grasped the Chinese's emphasis on the Spring Festival and the first of the four seasons, as well as the preference for Chinese martial arts culture, launched the 2024 New Year limited series, and also teamed up with international actress Michelle Yeoh to create "New Year, Wing Chun".
图源:lululemon视频号
The whole commercial is full of Chinese style, with body language full of oriental aesthetics, showing the "spirit and spirit" of Chinese kung fu, and vividly interpreting the spirit and power of Wing Chun.
图源:lululemon视频号
Someone once analyzed that it took 46 years for Nike and 68 years for Adidas to break through the figure of more than $40 billion in market capitalization.
However, it only took 22 years for lululemon to surpass Adidas and become the world's second-largest sportswear brand.
In addition to marketing, lululemon also has its own brand methodology.
The first is to insist on high-price positioning, as the founder Chip Wilson said: "The key to selling yoga pants to three times the price of ordinary products is not to discount." ”
The second is to give the brand a status symbol: "A person with financial strength and hard work to work out looks good in $128 pants", successfully building himself into one of the middle-class three-piece suits.
At the end of the day, lululemon realizes that a new generation of consumers is becoming more self-pleasing and willing to invest in their health and emotions.