Core Competitive Strategies in Sport Product Market

Evidence from Lulu lemon

DOI

10.2991/aebmr.k.220603.052How to use a DOI?

Keywords

Sports Brands; Advocacy Strategy; Pricing power; Market

Abstract

With the market share of various large sports brands almost stable, Lulu lemon squeezed into the market with its unique business strategy and grew rapidly. From a small shop next to the yoga studio to more than five hundred branches today, Lulu lemon has come a long way. This paper explains the background and success factors of Lulu lemon, and queries the strategy adjustment of it in recent years. Further analysis of this case provides a reference for other companies to develop strategies in a changing and evolving competitive environment. The paper is supported by theories of economics and marketing, through the horizontal comparison of the same type of sports brands, showing the significance of niche brand grasping segmentation and a conclusion of unique promotion methods and the dissemination of company ideas can have a positive impact on pricing power. However, this analysis is more suitable for niche brands with unique products, and has little reference value for mass products. And in terms of utility, the ideas and methods proposed in this paper are more specific, so the required application conditions are more stringent than the general strategy. For the corresponding enterprises, this paper can play a better reference role.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Xinyi Zhu
PY  - 2022
DA  - 2022/07/01
TI  - Core Competitive Strategies in Sport Product Market
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 318
EP  - 322
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.052
DO  - 10.2991/aebmr.k.220603.052
ID  - Zhu2022
ER  -