wen|meirirenwushe liqingyang

编辑|Yang

运营|泡芙

互联网上，关于中产男性的“三宝”，最广为流传的版本是：钓鱼、茅台、始祖鸟。但在最近几年，始祖鸟在男性心中的地位却被另一家运动品牌牢牢盯上——lululemon。

看上同一群人

“chuanshanglulu，xiabankeyizhibenjianshenfang。“zhongfanjinnian31sui，zaibeijingmouhulianwangdachanggongzuo。tashourubufei，zaibeijingyoufang，pingrixihuanjianshen，danyouyutongqinyifuhejianshenfangbujianrong，“youshiyixiangdaoyaohuanyifu，jiushiquleyibandejianshenyuwang”。lululemonyidingchengdushangjiejueletadefannao。tamailesanjianlululemondetxu，xiabanqujianshen，jibenbuyonghuanyifu，“zuiduozhixuyaohuanyishuangxie”。

tadegongzuoshichangyaocongbeijingfeiguangzhoushanghaichucha。nanfangchengshishihetouqixingqiangdeyifu，“shouxuanlululemondetxuhekuzi，chuanzhefeichangshufu”。danwaitaoyidingyaoshiqingbianyounengzhangxianjiazhigandeshizuniao，“youshihouchuchasansitian，xinglixiangdoubuyongdai”。

hulianwangshang，guanyuzhongchannanxingde“sanbao”，zuiguangweiliuchuandebanbenshi：diaoyu、maotai、shizuniao。danzaizuijinjinian，shizuniaozainanxingxinzhongdediweiquebeilingyijiayundongpinpailaolaodingshang——lululemon。

lululemonzhunei，shizuniaozhuwai。weilechishangnanxingshichangzheikuai“dadangao”，lululemonjizijizhaodaoderuchangquanshi——shushididiao，nengduochangjingshiyong。

shizuniaokaochongfengyichuquan，chengweizhongniannanxing“zuihaodeyimei”。kaoyujiakudakainvxingshichangdelululemon，zeyanxuletazuishanzhangdebufen——tuichuleabcnanku，shitucongxiabanshen“gongzhan”nanrenmendexin。lululemondechuangshirenqipu·weierxuncengjingxiangjiangzheitiaokuzimingmingwei“bushanggennanku”，yizhengmingtadeshushixingheziyoudu。

jinnian79suidehouyuyong，diyicizoujinlululemondedianpu，shinverhouyandaiqude。taduikuzideyaoqiushi：“buneimeyundongfeng，fuherichangchuanzhede，koudaishen，keyifanghenduodongxi。”zhijin，tayijingmailesitiaoabckuzi。

congyitiaokuzi“rukeng”，daoyijuliguamanlululemon，nanxingmenhaiyouyitiaozhongyaodefugouyuanyinshi——lululemondelogozugouxiao，tamentongchangbeixiuzaikuzidebianyuan，susetxushanggengshizhijiemeiyou。

▲ lululemon的logo被绣在裤子的边缘。图 / lululemon官网截图

zaibeijingcongshijinrongxingyedegujun，yijingmailesansishijianlululemon。yizhiyilai，tadoubuxihuanlogoxianyandeyifu，piruyidagouweibiaozhidenaike，tashenshaoguanggu，“buxihuantongguologoxuanyaoshenme，yebuxiangjilogozuoguanggao”。yinci，zhudongzangqilogodelululemongewaishoutaqinglai。

yugujunyiyang，zaishanghaishangyedichangongzuodehuangyuanlinyehenxinshanglululemondidiaodelogobiaoshi。tabazheidianguijieyutasuochudexingye，“wozhoubianderendouhuixuanzelogomeiyouneimeqiangdeyixiepinpai”。logotaidarangtajuede“tuqi”，tagengkanzhongxijieshangdesheji，biruzhuanzuohuwaifengyuyipinpaibarbour，“waimiankanqilaiyansedanyi，dandangnilakailaliankenenghuifaxianlimianyouqianniaogegewen。”

▲ Barbour户外风雨衣外面看似单一，但内里有千鸟格纹。图 / Barbour官网截图

didiao，shizhongchannanxingmendegongtongdezhuiqiu。buguo，ruguonengzaididiaodetongshi，bujingyidizhanshichushenfenhepinweijiangshi“jinshangtianhua”。

zhongfansuozaidedachang，meidaoshiyichuanchongfengyidechunqiujijie，bangongshiyijiashang，“shijianyifuliyousandaosijianshiniao”。

dachangzhiwai，guoqihetizhineiyeshi“niao”dejujidi。shenghuozaishanghaidehouyuyonghuanyouxinxueguanjichubing，changyaopaoyiyuan。youshihougandezao，conghuanzhetingchedeb3cengzuodiantishangqu，zaidiantilipengdaob2cengganlaishangbandeyisheng，“tamendexiezi、beibao、waitao，yiyankanguoquhaoduoshizuniao”。

rutongxingbakeyongyibeikafeiweizhongchanmendazaochu“gaojibailing，guozhexiaozishenghuo”dexiangzheng，zaihuwaiyundongyuranchengfengdedangxia，yongyouyijianshizuniao，jiuchengweilezhanshicaifu、zhuanyeshuipingdeshenfenzhangxian。shejiaomeitishang，biqitaolunmianliaodefangshuixing，shaichuyizhangchuanzheshizuniaobuyongdasandeyuzhongtu，gengyouhuatidu。

zaihouyankanlai，shizuniaojibuxiangshechipinneiyang“guoyuxianfu”，youjubeiyidingdeshenjia，“keyiwushengdixianshishenfenshangdemouxiedongxi”。huangyuanlinhuituijianba“niao”zuoweisongjifumudeliwu，“fumutuixiuzhihouchuqulvyou，youyijianshizuniaochuanzaishenshang，mianzizongshiyouguangde。”

duonianjingying，shizuniaoyijingchenggongbianchengyizhongshenfenbiaoqian，daibiaozheshenmei，xiaofeinenglihejiejishuxingdeduozhongkending，chengweimouzhong“tongxingzheng”yiyangdecunzai。zheijianshi，lululemonzainvxingshenshangyezuodaoguo，shenzhiyouyuyingxiaodetaiguoshenrurenxin，fanerchengweixuduonanrenmengoumaishidegulv。

zhongfanxinlijiuhenkangju“yishenlululemon”。jinguantahenrentonglululemondeshushixing，“txudangshuiyichuandouxing”，quetongshirenwei，“quanshenlulurongyiyinqiwuhui”。

youqizaixianxia，chulenanzhuangdedulimendian，lululemondianpudezhengtisheji、zhuanghuangdougengxiangnvxingkaolong。zhudamingmeiwenrou，haibanzhesisilvlvtuosikanachengxiangfendeduteweidao。

houyuyongdenverhouyanjide，tachangdaifuqinguangdelululemonshanghaixintiandidian，nanzhuangdequyuweiyunvzhuangdejintou，yunvzhuangdefujianrutousheng、fagubaizaiyichu，jiashangsichunengwendaodexiangwei，“xingbiequgeqishihenmohu。”

zaizhongfanxinli，shizuniaodailaidejiazhirentongbujinjiyutaangguidejiage，yejiyutaqiangdadehuwaigongnengxing，“chuanshangjiuxiandedong。”erlululemondexingnenghepinzhimeiyougengduodebuketidaixing。

suoyi，jishishizuniaozaijiageshang，bilululemonzhengtigaochuyigedangci，nanrenmenhaishigengyuanyiwei“tongxingzheng”huashangyibiqian。

高质量男性，是新的流量密码吗？

lululemondeshouxinanzhuangshejishishizheiyangmiaoshutamendemubiaonanxingkehude：“tayoupinwei、gongzuonuli，qiechongmanyoumogan。tashiyigefengfuderen，jikeyichengweinidepengyou，yerangnidemeimeixiangyaojiajita。”zheiyangdexingrong，henrongyilingrenlianxiangdaobeichengzuo“gaozhiliangnanxing”dequnti。

“gaozhiliangnanxing”bujinzhixianggenggaodexiaofeishuiping，gengzhongyaodeshiyongyougengsongchihezizaideshenghuotaidu。youqian、youxian、youaihao，shitamendebiaopei。

zheiqunrenshilululemonheshizuniaozhengqiangdehexinrenqun。yeshitamenxiangjisuoyougoumaizijipinpaiyifudenanxing，yingzaochudefenweigan——yongyouyijianshizuniaohuozhelululemon，shinimairu“gaozhiliangnanxing”quntidezuidimenjian。

zaijinianqian，zheiyitaohuoxuhaiyouyong。danrujinzheigexingjiabiweiwangdeshidai，zijinengbunengchengwei“gaozhiliangnanxing”yijingbuzhongyaole，qianshibushi“gaozhiliang”dihuachuqu，caishizuiyaojinde。

tangnishiyijia4agongsideshejizongjian，richangreaiyundong，shiguangzhoudingjijianshenfangdechangke。diyicijiechulululemonzhihou，tangnicengshituxunzhaopingti。tamaiguohaochengshilululemondaigongchangdekuzi，danjiaweiyezailiangsanbai，shangshenxiaoguoburulululemonhaochuanhaokan。jinguanruci，biqiqiziyinianfugouliuqitiaokuzi，maixuduojiantxu，tamailululemonrengranshilizhierkezhide，baozhengyundong、tongqin、shangwudouyoukuzikeyichuanjiuzugoule。

napashirezhongchuandadenanxing，duilululemondezhongchengduyeyaodagewenhao。zhongfanpingrixihuanchuanda，maiyifujianjupaizihexingjiabi。duinengdailaishenfenfujiazhidedapai，ruaries、lvdedanpin，tahuidundazhe、taozhonggu、zhaodaigou。tadediyijianshizuniao，shiquhanguolvxingshigourude。yinweitingshuo“shizuniaozairihandejiageshiquanqiudiershihui”，caitedianpaileyizhanguangshizuniaoqijiandiandexingcheng。

shengxiagongnengxingjiazhigaodepinpai，biruyizhousangujianshenfangshi，yinshiyongpinfan，xiaohaoda，liangsanbaiyijiandenaikeheadidasibidongzheshangqiandelululemongengdazhonghuasuan，“quanshenpeiqilululemonhaishiyoudianshechile”。

gujunjiechulululemondeshijianchaoguowunian，huadaqiandunhuodeshihou，douyaodenglululemondazhedacu“yijiantongxiliedekuziyicixingmaisansitiaobutongyanse”。

xiaofeilingyuyizhiliuchuanzheyijuhua，“xiaofeinenglicongdadaoxiaopaixing，fenbieshinvren、xiaohai、laoren、gouhenanren。”yourenjiecidiaokan，“nanxingdexiaofeiligoudouburu。”zhidao2023nianshuang11，nanxingdexiaofeilicaichaoguochongwuyongpin，baituolediandidemingyun。

huanjuhuashuo，xiangqiaodongnanxingdexiaofei，bingbushiyijianyishi。biqinvxingduoyanghuadexiaofeixuqiu，nanxingdexiaofeixinyuangengweiposu，“yinianguangyici，yicimaiyinian”。

▲ 男性的消费心愿是“一年逛一次，一次买一年”。图 / 《囚徒》

houyuyongmeigezhoumoleidabudonghuiqugongyuanyulaopengyouhecha，tachuanzhelululemondekuzi，changbeihaoyoukua“laoyoufan”。wenqipaizi，yitingjiage，yaohua1000yuanmaiyitiaokuzi，“likejiuyaotoule”。

zainverhouyanxinli，neixieshushubobobingfeimeiyou1000yuandexiaofeinengli，danzaitamenderenzhili，weiyitiaokuzizuiduoyejiuhualiangsanbai，erzheigejiagequjiandaibiaodepaizixuanzeshiyouyiku。

“中产”标签是怎么贴上的？

jiuzaijinianqian，shizuniaohaishiyigehuwaiquanzilidexiaozhongpinpai。zaichengweizhengxiangqianggoudezhongchanshishangdanpinzhiqian，shenzhihaichadianzoushangyuqiyongzuobiaozhideshizuniaoyiyangde“miejuedaolu”。qimugongsiyamafentiyucengyidushiadidasideleizhui，binlindaobi。

2018nian，antashougouleshizuniaodemugongsiamer sport。congci，shizuniaokaishifeishangzhitoubian“fenghuang”。antazhizaoleshizuniaozuowei“yunshe”degainian，yisishiyundongshechipin。danfankaidian，shizuniaoyidingmiaozhunshechipinzhaduidedifang，xiangshishizuniaoaerfazhongxin，jiuweiyushanghaidehuaihailu，yuaimashigejiexiangwang，pilintiffany。jiezhe，zaitongguoduokuanpinpailianming，chaoliumingxingchuanda，shejiaopingtaizhongcao，yibubuqiangzhannianqingrendezhuyili。

lululemonzaigongzhannanxingshichangshi，jihuxuanzeleyiyangdedaolu。

weileniuzhuanpianxiangnvxingdeguyouyinxiang，zaichanpinqizhilijiarugengduonanxingqinglaidebufen，butaiqianyuedaiyanrendelululemonqianxialeyanyuandouxiaohezhongguoshouweif1saicheshouzhouguanyuzuoweipinpaidashi，jiangxiyinnanxingxiaofeizhedexiwangjituozaibenshenyongyoubushaonanxingyongdundesaicheyundongyuanshenshang。

▲ Lululemon签下了演员窦骁。图 / 微博截图

zhongfanhuiyi，qianjiniankandaodelululemonqijiandianlideguanggao，xuanyongdedaduoshi“bainenjingzhi”demote。xianzailiulanshi，nenggandaozaimotexuanrenshangwangyanggangfangxianggaibian，chuxianlepingtou、wenshendengyuansu。jinnian2yue，lululemonzaibeijingyidigangkaichudiyijiananzhuangdiandedangtian，babeijingnengshudeshangmingzide，congyujiadaotuankegegelingyudejianshendarendouzhaoleguolai，weikaidianlarenqi。

zainanzhuangchanpinxianshang，lululemonyebuyiyulidibuquan、tuozhan。zheijinian，huangyuanlinfaxiandianneifushicongzhudayujiaxiangguan，chuxianlewangqiu、nanshigaoerfu、tubudengnanshixihaodepinlei。suiranlululemonbingmeiyouduicizuoguozhuanmendetuiguang，danzouzaishangbanlushang，shibushinengyudaotayiyangbeilululemonjianshenbaodenanxing，“yiqianshimeiyoude”。

yizhiyilai，xieleichanpinzainanxingxinzhongjuyoubukehandongdezhongyaoxing。jinnian2yue，lululemonxuanbuzhengshituichushougenanshixielvxilie，baokuocityverse yundongxiuxianxiehebeyondfeelpaoxie。zheiyiweizhe，lululemonbuquanlenanzhuangchanpinxianshangdezuihouyikuaipintu。

▲ lululemon推出的cityverse 运动休闲鞋。图 / lululemon官网

shangjiazhihou，huangyuanlinkanguoxuanchuantu，“shejideyoudianxiangnvxie，meiyoukejidezhuanyexing，yemeiyouhuanbaoxing”，pingjiaweipuputongtong，meiyourangtaranqiqudianneiyishideyuanwang。

zhongfandaoshiqudianneishiguo，“zhengtipiandexunxiexilie，shangjiaohenshufu，keyijianshenchuan，yekeyishangbanchuan。”danshi，zhongfanzuizhongmeiyoumaixia，“xingjiabibugao，taiguile”。

dingjia，shizhongshilululemonraobukaide“quexian”。muqian，zuishouhuanyingdeabckuzishoujiawei1080yuan。chucizhiwai，yundongbeixinpubianzai400dao500yuan，banlalianweiyijiagezezai1000yuanzuoyou。xiangyaoyishenlululemonzhuangbei，zhishaoxuyaoshuqianyuan。

xiangshangbi，shishizuniao5000yuanqibudechongfengyi，anggui，danshinengjinanrenmendailaigenggaodeshenfenguishugan。xiangxiabi，junjia200yuandeyouyikuxianrangengyouxingjiabi。lululemonjiazaidangzhong，zuoyouweinan。

zhisuoyixiangzainanzhuangpideyifentiandi，yuanyinshilululemonzhuyaodechanpinxian“yujiaku”yongruleyuelaiyueduodejingzhengzhe。qianyoushizuniaohuanshangcengzailululemondailewuniandexinrenceo，nulixiyinnvxingyonghu；houyounaikeheliningdouzailuxutuichuyujiaxilie，youyingxiaodiguozhichengdeantagengshizai2023nianshougoulebentuyujiafupinpaimaia active。

mianduiqunxionghuansidenvzhuangshichang，lululemonjixuzhaodaodierzengzhangquxian，nanzhuangchengweitashituzouchudexinlu。danmuqianlaikan，lululemondexinluzoudebusuanshunchang。2023cainian，qinanzhuangyewuquannianzengzhanglvwei15%,tongbizengsuyousuoxiajiang。lululemonshouxizhixingguancalvin mcdonald tanyan：“womenqueshikandaonanxingkerenzaifuzhuangheyundongxiaofeifangmianyousuotuisuo。”

faguozuojialuolan·batecengzai《liuxingtixi》yishuzhichu，dazhongchuanmeishishikekesuoyingzaochude“liuxing”fengchao，daduoshushihouzhishiyunyongxiuciyijiwenzibenshendemeili，“quzhizaogezhonglingrenjingtandehuanmeng，lingdazhongyiyujieshou，bingchenmiyuqizhong。”

tangnijiechuhuwaideshihou，xuduohuwaipaizihaimeiyouzaiguoneihuoqilai。zuichutamaizhuanzuohuwaidesaluomenghehoka，doushijiyudengshanyueyedehuwaixuqiu，jieguochuquandahuozhihou，jiageshuizhangchuangao。tangnijide，tadiyishuangsaluomeng，sannianqianmaideshihoushi400duoyuan，rujinyifanzaifan，qizizuijinmaideyishuangxt6yao1600yuancainengnaxia，congsanweishujiudaihuijiayueshengweiyiqianyuancaikankanrumen，rangtahenshiyumen。

daiyouzhongchanbiaoqiandedongxikaishirangtafangan。tahuansuanlexia，chongfengyikeyimanzujichuxuqiudeqingkuangxia，yijianshizuniaokeyihuanwuliujiandikanong，“neijiumeibiyaomaile”。

tajihuazhequribenchuchadeshihouquhuwaichanpindiankankangengyouxingjiabi、kejihanlianggenggaodexinhuo，“meibanfa，xianzaiguoneishaoweihaoyidiandeyixiayougaoguile。”

zhiyulululemon，“tadexie，woshijueduibuhuikaolvde。”

（据受访者要求，除侯堉镛外，其他人为化名）

参考文章

[1]《杀疯了的始祖鸟，正在收割县城土豪》. 傮值

[2]《卖瑜伽服年收入40亿美元，万字长文解读lululemon增长历程》. GymSquare编辑部

[3]《哪些中国男性在买lululemon？》.SOOZY塑最

[4]《后Gorpcore时代，始祖鸟如何引领“运奢品牌”迅速崛起？》.DIGIN

[5]《始祖鸟，卖给每一位渴望成为中产的年轻人 》.刺猬公社

[6]《lululemon围猎中产男》.市界