With The Lululemon Bar, Nike Officially Launched The Yoga Costume Series.

To celebrate the lunar new year, Lululemon announced in January 9th Beijing and actor Xin Zhilei launched the Asian special products.

According to the latest 2018 fiscal year third quarter earnings, the North American Yoga brand has achieved a sales growth of 61% in Asia, and Lululemon is focusing on the international market.

However, Lululemon will soon usher in a strong opponent.

Also on the day of January 9th, sports giant Nike announced that it was about to launch a special series of yoga training costumes.

This new series is under the category of Nike Training training rather than lifestyle.

Nike specifically mentioned that in addition to women's Yoga costumes, the brand also dedicated exclusively to men's exclusive Yoga apparel products, which is Nike's brand's first men's Yoga series.

They include T-shirts, shorts and tights for yoga.

It is reported that the men's Yoga series will be the first to be listed in North America, and some women's yoga products will be on sale at the official website and retail outlets in January 10, 2019.

In addition, Nike has launched experiential retail.

In January 2019, the Nike Training Club application will launch a series of yoga training programs.

This experience, which is called "enhancing the training effect through yoga", can help users complete specific training objectives.

Ryan Flaherty, senior director of Nike, said yoga can be used as a basic training program for all professional sports.

To this end, Nike invited skaters Korahn Gayle, WNBA players Alana Beard, athletic fitness athletes Dennis Hartmann, and the four Paralympics athletes Scout Bassett and other professional athletes "personal statement", indicating that yoga helps improve athletic performance.

"From skateboarding athletes to sprinter, many competitive athletes have a secret weapon for training on weekdays to improve their athletic performance. This magic weapon is yoga."

Nike wrote in an official press release.

With the sportswear industry becoming more and more subdivided, yoga has become a new starting point for brands to attract consumers.

As the main sports brand of yoga, Lululemon's performance continued to rise. In 2018, the stock price rose 53%, and its total market value is now $16 billion 600 million.

In the face of the market potential of yoga, in October 2017, Nike announced at the investor conference that it would set up "pants studios" in the 5000 franchised stores, and began to force the Yoga market.

At the same time, Nike also focuses on sports underwear products, hoping to shake the status of Lululemon.

In the past year, despite the fact that Nike has already stepped up the Yoga market, due to the lack of system related products and market activities, Peng Bo said that Nike has been avoiding the positive competition with Lululemon.

Until now, Nike has finally been directly on the bar with the Yoga giant brand, and the market competition will become more intense.

It is worth noting that at the same time, when Nike launched the first male Yoga product, Lululemon also focused on the male market.

In the long run, Lululemon left the impression of women's brand to consumers, but the company's earnings showed that in addition to the strong growth in overseas markets and electricity providers, it also benefited from the improvement of men's clothing business.

The latest quarterly earnings report shows that men's clothing sales have increased the most.

As the next key business of Lululemon, the male product line aims to achieve sales of US $1 billion in 2020, accounting for 25% of the group's total target revenue of US $4 billion.

At present, this proportion is about 20%.

According to the report of AI international, a consultancy, the size of the Yoga market in China is expected to reach 32 billion 210 million yuan in 2018. The growth is mainly from yoga vertical products.

In the future, the dividend from the core population growth will gradually decrease and turn to the value driven by curriculum and service oriented, so the role of experiential consumption will emerge.

AI's research shows that women are the main service providers in China's yoga industry, and account for 94.9% of the total number.

From the age perspective, the proportion of young people aged 23-40 years is nearly 70%, and that of the second tier cities accounts for 65.8%.

In 2018, 84.6% of Yoga users spent more than 1000 yuan per year.

Author: Luo Yingying