Community marketing case LULULEMON's community marketing set off a marketing craze.

Lululemon, a famous Canadian sportswear brand, has a strong development momentum. From the beginning, it was a niche sports brand dominated by yoga clothes and developed into the third largest sports brand in the world.

You feel that there is a lot of pressure and competition in the workplace now, and LULULEMON has led women to fall in love with yoga, a relaxation and stretching-oriented exercise. Thereby increasing the demand for corresponding clothing brands.

The founder is a yoga enthusiast, and he understands the pain points of yoga practitioners. The innovative yoga pants in product material are not only light, submissive and sweat-absorbent, which makes people feel comfortable, but also strengthen the efficacy of yoga athletes and highlight the figure curve of women.

What really makes LULULEMON fire is the community operation strategy, which greatly increases the stickiness of brand fans. Carry out word-of-mouth marketing through three magic weapons: product ambassador, community and product testing, and carry out targeted market expansion.

Three months before the opening of each store, employees need to go deep into the community, punch cards everywhere, and find local opinion leaders and important partners, mainly through a partner with the same customer base, such as a coach.

The staff recruited by LULULEMON must have strong social attributes, love sports, be full of curiosity, stories and fun. This determines the atmosphere of the whole company.

Business is an experiment that conforms to a specific era, and LULULEMON is a new species in this great era. (End of this article)