Ten thousand words to solve lululemon's

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We have observed that the frequency of lululemon's discount activities in is -% higher than the previous year, including foreign WMTM (we made too much) and domestic sweat rewards. However, lululemon's discount method has a major feature: the discount breadth is very large, and the number of SKUs participating in the discount is large; but the discount depth is not high, and the discount intensity of each item is very small. The picture on the left shows that the breadth of discounts in the international market has increased by more than % from to , while the depth of discounts in the picture on the right has barely changed.  five major mysteries, subverting your understanding of


the brand's breakthrough In the domestic market, lululemon’s average discount Guangdong Mobile Phone Number List rate on its official website, stores and other core channels is % or even % off, and there is no discount at all during non-event periods. Its original budget for discounts has actually been transferred to retail experience, community and other costs, but there are more and more limited-time limited discount activities – through data monitoring, we found that the sweat reward event in December brought about a surge in GMV . The second reason is: lululemon's strong





product innovation capabilities make good products a common value criterion for users in different circles. Even if new users don't follow the brand culture fanatically, they will appreciate the product quality. Research shows that lululemon is more attractive to users about the product itself, such as fabric material and style, followed by social communication and brand effects. And looking at satisfaction scores, product quality and comfort surpassed all other options. Perhaps, not so many new users value lululemon's brand culture and sense of community. They come to lululemon because they are comfortable to wear and have a sense of online fashion. The value of the product is greater than ideology.