German
Sportswear group Adidas has another new move in the yoga equipment market. Following June last year, Adidas recently announced that it will launch a new line of yoga products. As an important new segment of fitness sports, yoga equipment has attracted many companies such as Adidas, Nike, and Lorna Jane in recent years.
However, whether consumers will buy yoga products from traditional sports brands such as Adidas is still a question. In the Tmall flagship store, the monthly sales volume of Adidas women's yoga pants is 94 pieces, while Lululemon has more than 3,000 pieces. In addition, in the eyes of industry insiders, the wider the range of professional sports covered by sportswear brands, the easier it is to raise doubts about their professionalism. Are these sportswear giants still popular on the yoga track?
Recently, Adidas launched a new series of yoga products adidas Yoga Make Space, inspired by the four elements of water, fire, earth and wind, including women's, men's and children's clothing products.
In recent years, Adidas has gradually increased its investment in the yoga equipment market. In June last year, to celebrate the International Yoga Day, Adidas not only launched new professional yoga series, but also launched offline yoga parties in Beijing, Shanghai, Guangzhou and Chengdu. At that time, some analysts pointed out that Adidas`s layout strategy in the yoga equipment consumer market showed signs of change, and now it has launched a new series of yoga products, which is considered by the outside world as an important symbol of its layout in the yoga equipment consumer market.
In addition to Adidas, other companies are also eyeing the yoga clothing market. In 2019, another international sportswear giant Nike officially launched a series of yoga clothing, and successively launched products such as Infinalon Yoga series and Nike Yoga series in January and April 2020. In addition, Nike offers online yoga training programs on the Nike Training Club app to meet the training needs of yoga enthusiasts of all levels.
Yang Dayun, chief sustainable Fashion executive of the Fashion Transparency Innovation Center, believes that the biggest reason for sportswear giants such as Adidas to increase the layout of yoga equipment in recent years is to see the Canadian sportswear brand Lululemon successfully break through in the field of yoga clothing. , the greater possibility of this market development. According to the data, Lululemeng, established in 1998, has reached a market value of 100 billion yuan in more than 20 years by relying on yoga clothing products, even surpassing Adidas and becoming the [runner-up" in the sports and leisure field after Nike.
Yang Dajun said that Lululemeng's great success is to transform the niche yoga exercise into a way of life, making it not only synonymous with sports, but also a youthful, Fashionable, efficient and high-quality way of life . Long before the appearance of Lululemeng, Adidas and Nike had already made some layouts in the yoga equipment market, but as a niche sports market, the two major sportswear groups did not invest too much. With the success of Lululemeng, Adidas and Nike began to re-examine this market that is no longer a niche.
In addition, the layout of Adidas to increase the yoga equipment market may also be related to its latest corporate strategy. In March 2021, Adidas announced that "controlling the audience" will be the company's new strategy. In this strategy, Adidas stated that it will be committed to winning the favor of more female consumers. It is planned that between 2021 and 2025, women's business will be launched. 's net sales have grown on average in the mid-double digits each year. According to the survey data of iResearch, women are the main service objects of the yoga industry, and they have an absolute advantage in quantity.
