Research On Marketing Strategy Of LU Company In China

As the development of China’s economy and the transformation of people’s consumption consciousness,more and more people are focusing their consumption on health and education.At the same time,with the deepening of cultural exchanges between countries,many emerging movements have also introduced to China.Yoga can be said to be one of the most successful and representative sports in the emerging sports.With the meditation enterin g the eyes of Chinese consumers,the yoga movement also quietly brought a wave of reform to the sportswear industry.As one of the representative companies of yoga wear,LU has successfully established itself in the world through its own unique marketing i deas and methods in recent years.Along with the concept of yoga has also achieved great success in China.LU company goes from a small Canadian company to a world-renowned athleisure brand,the good marketing strategies and good brand operation methods we can reference.A company’s marketing strategy cannot be carried out properly without "time and place,and human harmony",so this article begins by studying the macro environment of the development of LU China,and then studies the microenvironment around itself.In the analysis of the micro-environment,Porter’s five-force model was used to comprehensively show the competitive environment of L U company.Combined with the overall analysis of macro and micro environment,the SWOT analysis tool is used to analyze LU company’s internal strengths,weaknesses and external opportunities and threats.it is concluded that LU company is suitable for a growth strategy,and uses its own advantages to adapt to the Chinese market for further development Open up the Chinese market.Next,under the guidance of the target market strategy STP theory and the marketing mix 4Ps theory,this article introduces LU Chinese company’s online and offline multi-channel business model and unique market communication strategy with middle-class consumers as the target market.And description.Among them,L U’s unique marketing strategy is mainly reflected in high-price strategies,multi-functional fabric product strategies,KOL model communication strategies,and vertical store retail channel strategies,which provides a reference for similar sportswear brands,especially state-owned athleisure Apparel companies.In addition,combined with some of LU company’s current challenges,based on the particularity of the Chinese market and increasing customer demand,it has added dynamic price adjustments to LU company,strengthened localized product design,made greater use of domestic mobile Internet,and entered such as JD large e-commerce platforms.Finally,for ensuring the feasibility and effectiveness of the marketing strategy,the new marketing strategy suggestions like safeguard measures in brand building,organizational management,and risk prevention are provided.