Lululemon Plans To Be Stationed In Tmall This Year

North American high-end

Retailer Lululemon plans to expand Asia and expand its focus on the Chinese market, and brands are also exploring the feasibility of entering Japan and South Korea.

In February, when interviewed by KenLee, Asia's general manager of Fossil Lululemon, the brand has already set up 7 showrooms in Hongkong, Singapore and Shanghai for customer communication, activities, yoga courses and limited range products. This is a common test strategy for Lululemon to enter a market.

Because the customer response is very positive, the brand plan will be the first Asian entity store opened in Hongkong or Singapore before the end of this year, and the Chinese website will be launched in 2015.

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The Lululemon showroom in Shanghai is located in Zizhong road. The second showrooms in Shanghai, located in Nanjing West Road, will open at the end of this month. The first showroom in Beijing is also in the process of preparation. It is expected to open next year.

At the age of 25-40, Chinese professional women are the target customers of Lululemon. According to the informal research data of Mintel, a global market research firm, about 10 million people in China now participate in yoga practice and are growing at a rate of three times that of the United States.

The main Yoga apparel brands in China are not only international sporting goods giants such as Nike Nike and Adidas Adidas, but also local HOSA, Lining and powerful competitors from Taiwan, such as Adidas.

KenLee said that Lululemon is confident that it will stand out among many brands with high-end fabrics, beautiful designs and excellent functions. Besides, the brand will also adjust the use of colors and fashion vanguard elements in response to the tastes of Asian women.

Asia is the second stop of Lululemon international expansion.

In March, the brand officially entered the European market. At the end of March, it opened a 3100 square foot flagship store in ConventGarden, London, selling products including men's, women's wear, yoga, jogging and cycling sportswear.

In fact, it has long been aiming at the international market, but in early 2013, because of the excessive recall of a yoga pants, the "recall" incident not only caused tens of millions of dollars in direct economic losses, but also caused a series of related effects.

Lululemon dropped from a high of 82.50 US dollars to 44.32 US dollars, and the market value evaporated nearly half.

As the group's meritorious CEO, ChristineDay also decided to resign because of this time so as to alleviate the pressure of the group and management.

But with the new CEO LaurentPotdevin taking over and the group's strategy of expanding international influence, brokers have confidence in Lululemon, believing that with the passage of time, brand strength and global opportunities can be achieved.