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Analysis of Lululemon’s Marketing Strategy in China
- 1 Weifang New Channel Education and Training Co., Ltd, Weifang, 2610411, China
- 2 Weifang New Channel Education and Training Co., Ltd, Weifang, 2610411, China
- 3 Jinan New Channel, Jinan, 2500002, China
- 4 University of International Business and Economics, Beijing, 1000293, China
* Author to whom correspondence should be addressed.
Abstract
People are paying extra attention to the concept of health after the epidemic, and as the number of gyms continues to increase, the sports product market is seeing a whole new wave in China. At the same time, LuluLemon, which is a sports brand founded in Canada, has rapidly taken root in the Chinese market in recent years thanks to the comfort and distinctive concept of its products. In this paper, we analyze how the brand should use its product advantages in the Chinese market environment to discover the optimal strategy to ensure a foothold on the competitive plateau. Firstly, we use the SWOT analytical method to evaluate the optimization and enhancement strategies suitable for Lululemon by listing the internal and external environments as well as its competitive conditions to maintain the internal advantages of its products, channels, and concepts and to continue to take advantage of the opportunities in the external environment for development. Secondly, based on the SWOT analytical method, it is suggested that we apply the 4PS of Marketing for further study and analysis of the marketing strategy of Lululemon. Finally, this study found that integration led to a more complete marketing strategy.
Keywords
Sportswear Market, Marketing Strategy, SWOT analytical method, 4Ps of Marketing
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Cite this article
Li,J.;Liu,J.;Zhang,X.;Zhou,X. (2024). Analysis of Lululemon’s Marketing Strategy in China. Advances in Economics, Management and Political Sciences,81,84-91.
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Volume title: Proceedings of the 3rd International Conference on Business and Policy Studies
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