Core Competitive Strategies in Sport Product Market
Xinyi Zhu · Advances in economics, business and management research/Advances in Economics, Business and Management Research · 2022
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.