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Lululemon Athletica Inc plans to make China its top overseas growth engine, making it the second-largest market globally by 2026. With 138 stores in 41 cities, the company is rapidly expanding to cater to Chinese customers. There is a growing interest in health, wellness and an active lifestyle. “China is our largest international market and will be our second largest market globally,” said Andre Maestrini, Lululemon’s international vice president, who visited Shanghai for the China International Import Expo earlier this week.
The company is expected to achieve $1 billion in sales in China by 2023, which the company sees as pivotal to its global growth strategy. Maestrini, who has visited China four times this year, emphasized the importance of local participation and a long-term vision for the market. Lululemon’s approach in China relies heavily on community building to differentiate itself from competitors that focus on product offerings.
“Our stores (all directly managed) are hubs of the community,” said San Yan Ng, managing director of Lululemon China. The retailer has doubled down on its ‘hyper-local’ strategy, customizing not only its products but also the fit and feel of its clothing for Chinese consumers. “We have a production team dedicated to making sure our products fit the body types and preferences of our local customers,” said Maestrini.
Retailers are leveraging extensive feedback from Chinese social media platforms and in-store interactions to understand local trends and preferences. Douyin, China’s popular video sharing platform, has played a key role in Lululemon’s strategy.
Lululemon’s China growth strategy
Rather than focusing solely on sales, Lululemon sees Douyin as an educational tool that can showcase its products and brand philosophy. “Douyin has had amazing results in connecting with customers even in cities where we don’t have stores,” said San Yan Ng. As China’s consumer landscape continues to digitize at a rapid pace, brands use this platform to provide product education and reach new customers.
Lululemon’s WeChat presence is also key to its China plans. Lululemon has built an ecosystem where customers can shop in real time, register for community events, and access brand updates through the WeChat platform. While women’s activewear has traditionally driven the company’s growth, Lululemon also sees growth potential in the men’s market.
“Male customers in China tend to shop across multiple categories,” Ng said. “They’ll buy running shorts or office pants. “This is an area we want to develop.”
Lululemon has also shown interest in categories such as tennis and golf apparel, capitalizing on the emerging fitness trend among Chinese consumers.
“China’s pace of urbanization and focus on well-being make it a unique market,” said Maestrini. As Lululemon’s presence in China strengthens, management sees the country as a model for other international markets. “China is helping us shape our global strategy,” Maestrini said, adding that the company is learning from the success of local teams on Douyin and WeChat.
(This is an unedited, auto-generated article from a syndicated newsfeed. The content text may not have been altered or edited by PieEduNews staff.)
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