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dongaohuikaimushi,shuapingdejianadapinpailululemonbeihoudenanren

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冬奥会开幕式,刷屏的加拿大品牌Lululemon背后的男人

zuoweixiuxianyundongpinpailululemondechuangshiren,weierxunrujinyijingwanquantuichulegongsideshijiyunying,danzheibingbufangaitadejirenzhemenjiezhubeijingdongaohuideliliangkaiqiyichangyinfashuapingshichuanbo,laiyichangpinpaidingweidekuayue。

图片来源:图虫创意

2022北京冬奥会开幕式加拿大代表团身穿Lululemon羽绒服 

1.

hetesilademasikeyiyang,weierxun(chip wilson)gujiyebucengxiangguo,zijinengzaizheijinianyixiazishouhuorucijudadecaifu。dongaohuikaimushishangdezheichangyingxiaoshengli,yinggaiyebuzaitadeyuliaozhizhong。

zuoweixiuxianyundongpinpailululemondechuangshiren,weierxunrujinyijingwanquantuichulegongsideshijiyunying,danzheibingbufangaitadejirenzhemenjiezhubeijingdongaohuideliliangkaiqiyichangyinfashuapingshichuanbo,laiyichangpinpaidingweidekuayue。

zai2yue4ride2022nianbeijingdongaohuikaimushishang,lululemonshiaoyunjiedequanxinmiankong。zhengshizheiyimohongsedeshouxiu,rangrenmenyinxiangzhongdeyujiafujiede“aimashi”chengweiledangwanzuidade“heima”。

这样的效果,正是他们当初想尽办法拿下加拿大奥委会服装赞助的动力所在。不止今年的北京冬奥会,lululemon还击败了连续16年稳占赞助名额的哈德逊湾(Hudson’s Bay),拿下了2028年洛杉矶奥运会的亮相机会。

如果说“钢铁侠”马斯克缔造了美国的传奇故事,那么,用加拿大奥委会首席执行官David Shoemaker的话来说,lululemon就是“加拿大的成功故事”。

2.

jinnianlaishenshounvxingxiaidelululemon,zaizhongguoyiyujiafudakailejumian,danqiyuanyujianadadeta,zuikaishishizuohuwaifushide——shenweinvcaifengdeerzi,weierxunzai1979nianchuangbandediyijiagongsi(westbeach snowboard)zhuanmenweichonglangzhe、huabingzhehehuaxuezhetigongzhuangbeijifushi。

benshenyeshichonglang、huaxueheyouyongdengzhuduoyundongaihaozhedeta,zaozai90niandaimojiuminruibuzhuodaoleganggangzaibeimeixingqideyujiayundong。yushi,2000nian,tazaijianadawengehuakaichulediyijialululemondantidian,zhudadejiushiyujiaku。

dangshishichangshangdeduoshuyujiakudoucunzaiyinsibuweidezhebixingwenti,yushi,lululemonkaifaleyikuanhexinmianliao,juyougaodanlihegaotouqixing,bingliyongdangbuwufengjiancaihelingxingneichensheji,jiejueleyujiakudeshijueganga。

随后的十多年里,威尔逊努力为Lululemon打造“科技感”,并给出了受众的精准画像:一位32岁、年收入10万美元的单身女性,有自己的公寓,热衷时尚也热爱运动,每天在忙碌之余会花上一个半小时锻炼,愿意花100美元购买一条瑜伽裤。

zheiyangdedingweihebitongxingpinpaigaochuyue50%debiaojia,bingbufangaizheiyijianadapinpaixunsuzaizhongguodeyierxianchengshizouhong。

zi2013nianluohuzhongguoyilai,lululemonyipingjunmeiniankai9jiaxindiandesudukuozhang。suizhe2022nian1yue27ribeijingzhangyingtianjiediankaimenyingke,lululemondedalumendianzongshuyitupole71jia,zhanquanqiumendianzongshudejin13%。

zaizhongguoyiwaideshichang,lululemondeyejibiaoxianyehaobuxunse。yu2007nianchenggongzaimeiguonasidakeshangshihou,tayishinianfanshushibeidejingrensudurangtongxingmenwangchenmoji。

buguo,zheibingbudaibiaolululemondefazhanshiyifanfengshunde。zaichuangzaochengjideguochengzhong,tayeyouguoxiaoshoushilihegujiaxiadiedezaoyu。danweierxunshizhongduigongsidechujingheweilaifazhanbaochizhechongzudexinxin。

正如2020年1月他所预言的,Lululemon的市值将在5年内超过500亿美元,并超过阿迪达斯——没到一年,超越阿迪达斯的预言已成真,如今的市值也步步逼近500亿美元。

3.

cong2013niankaishi,weierxunjiushilululemonzhenzhengde“beihoudenanren”le。

neiyinian,weierxunyinweiyudongshihuidemaodunshengji,erbeipoxierenlelululemonzhuxiyizhi,bingzai2015nianchedigaobielezijiyishouchuangbandegongsi。

suiranbuzaijixucanyulululemondeshijiyunying,dantarengranchiyou8%degufen,shigaigongsizuidadeziranrengudong。

抽身而出的威尔逊没有闲着,而是和妻子以及5个儿子转身进入了投资界,运营一家名为Hold It All的控股公司,投资于服装、房地产和私募股权。这是一家名副其实的家族企业,除了投资服装品牌、房地产公司和私募股权,还投资慈善机构和基金会等。

chulelululemondegufen,weierxunhaiyongyouzhongguoyundongfuzhuanggongsiantatiyuheamer sportsdegufen,houzheyongyoushechijihuwaizhuangbeipinpaiarc'teryx(shizuniao)、shandihuwaiyueyepinpaisalomon(saluomeng)hewangqiuzhuangbeipinpaiwilson(weierxun)dengpinpai。

jiezhi2022nian2yue5rideshuju,weierxunshenjiagaoda53yimeiyuan,mingliefubusiquanqiufuhaobangdi574wei。zheiwei1956nianchushengyumeiguojiazhoudeyundongaihaozhe,yechengweilejianadazuifuyouderenzhiyi。

genjufubusidetongji,2013nian,weierxundeshenjiawei29yimeiyuan,zai2014nianweijiangzhi22yimeiyuan,zaicong2018niankaishishangsheng,bingzai2021nianyinglaile50%yishangdezhangfu。

zheiweiyiwanfuhaoyeyouguozhongtuchuoxuedeqiaoduan——weierxunzaikaerjialidaxuejiuduqijiancengxiuxileyiduanshijian,paodaoalasijiadeshiyouguandaoshanggongzuole18geyue,weizijidediyifenchuangyejileilezijin。

jiexialai,yujiarengongtongjingyingzhejiazushengyideta,haihuiheyiwangyiyangjixumiqieguanzhuzhelululemondefazhan。

更有意思的是,这一加拿大的超级富豪家族与中国福建的首富家族——安踏集团的丁氏家族还将上演更紧密的合作与更激烈的交锋。zheiliangjiadouyilakaileerdaijiebandedamu,jinnianlaidongzuobuxiao、liangdianpinxian,shoudaoguojishichangdegaoduguanzhu。

 

来源:华人家族财富

原标题:

本文为转载内容,授权事宜请联系原著作权人。

Lululemon

574
  • lululemon第三季度中国市场收入涨近四成,众多本土竞争者也带来威胁
  • 美股三大指数均小幅高开,AMC院线跌超6%

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冬奥会开幕式,刷屏的加拿大品牌Lululemon背后的男人

zuoweixiuxianyundongpinpailululemondechuangshiren,weierxunrujinyijingwanquantuichulegongsideshijiyunying,danzheibingbufangaitadejirenzhemenjiezhubeijingdongaohuideliliangkaiqiyichangyinfashuapingshichuanbo,laiyichangpinpaidingweidekuayue。

图片来源:图虫创意

2022北京冬奥会开幕式加拿大代表团身穿Lululemon羽绒服 

1.

hetesilademasikeyiyang,weierxun(chip wilson)gujiyebucengxiangguo,zijinengzaizheijinianyixiazishouhuorucijudadecaifu。dongaohuikaimushishangdezheichangyingxiaoshengli,yinggaiyebuzaitadeyuliaozhizhong。

zuoweixiuxianyundongpinpailululemondechuangshiren,weierxunrujinyijingwanquantuichulegongsideshijiyunying,danzheibingbufangaitadejirenzhemenjiezhubeijingdongaohuideliliangkaiqiyichangyinfashuapingshichuanbo,laiyichangpinpaidingweidekuayue。

zai2yue4ride2022nianbeijingdongaohuikaimushishang,lululemonshiaoyunjiedequanxinmiankong。zhengshizheiyimohongsedeshouxiu,rangrenmenyinxiangzhongdeyujiafujiede“aimashi”chengweiledangwanzuidade“heima”。

这样的效果,正是他们当初想尽办法拿下加拿大奥委会服装赞助的动力所在。不止今年的北京冬奥会,lululemon还击败了连续16年稳占赞助名额的哈德逊湾(Hudson’s Bay),拿下了2028年洛杉矶奥运会的亮相机会。

如果说“钢铁侠”马斯克缔造了美国的传奇故事,那么,用加拿大奥委会首席执行官David Shoemaker的话来说,lululemon就是“加拿大的成功故事”。

2.

jinnianlaishenshounvxingxiaidelululemon,zaizhongguoyiyujiafudakailejumian,danqiyuanyujianadadeta,zuikaishishizuohuwaifushide——shenweinvcaifengdeerzi,weierxunzai1979nianchuangbandediyijiagongsi(westbeach snowboard)zhuanmenweichonglangzhe、huabingzhehehuaxuezhetigongzhuangbeijifushi。

benshenyeshichonglang、huaxueheyouyongdengzhuduoyundongaihaozhedeta,zaozai90niandaimojiuminruibuzhuodaoleganggangzaibeimeixingqideyujiayundong。yushi,2000nian,tazaijianadawengehuakaichulediyijialululemondantidian,zhudadejiushiyujiaku。

dangshishichangshangdeduoshuyujiakudoucunzaiyinsibuweidezhebixingwenti,yushi,lululemonkaifaleyikuanhexinmianliao,juyougaodanlihegaotouqixing,bingliyongdangbuwufengjiancaihelingxingneichensheji,jiejueleyujiakudeshijueganga。

随后的十多年里,威尔逊努力为Lululemon打造“科技感”,并给出了受众的精准画像:一位32岁、年收入10万美元的单身女性,有自己的公寓,热衷时尚也热爱运动,每天在忙碌之余会花上一个半小时锻炼,愿意花100美元购买一条瑜伽裤。

zheiyangdedingweihebitongxingpinpaigaochuyue50%debiaojia,bingbufangaizheiyijianadapinpaixunsuzaizhongguodeyierxianchengshizouhong。

zi2013nianluohuzhongguoyilai,lululemonyipingjunmeiniankai9jiaxindiandesudukuozhang。suizhe2022nian1yue27ribeijingzhangyingtianjiediankaimenyingke,lululemondedalumendianzongshuyitupole71jia,zhanquanqiumendianzongshudejin13%。

zaizhongguoyiwaideshichang,lululemondeyejibiaoxianyehaobuxunse。yu2007nianchenggongzaimeiguonasidakeshangshihou,tayishinianfanshushibeidejingrensudurangtongxingmenwangchenmoji。

buguo,zheibingbudaibiaolululemondefazhanshiyifanfengshunde。zaichuangzaochengjideguochengzhong,tayeyouguoxiaoshoushilihegujiaxiadiedezaoyu。danweierxunshizhongduigongsidechujingheweilaifazhanbaochizhechongzudexinxin。

正如2020年1月他所预言的,Lululemon的市值将在5年内超过500亿美元,并超过阿迪达斯——没到一年,超越阿迪达斯的预言已成真,如今的市值也步步逼近500亿美元。

3.

cong2013niankaishi,weierxunjiushilululemonzhenzhengde“beihoudenanren”le。

neiyinian,weierxunyinweiyudongshihuidemaodunshengji,erbeipoxierenlelululemonzhuxiyizhi,bingzai2015nianchedigaobielezijiyishouchuangbandegongsi。

suiranbuzaijixucanyulululemondeshijiyunying,dantarengranchiyou8%degufen,shigaigongsizuidadeziranrengudong。

抽身而出的威尔逊没有闲着,而是和妻子以及5个儿子转身进入了投资界,运营一家名为Hold It All的控股公司,投资于服装、房地产和私募股权。这是一家名副其实的家族企业,除了投资服装品牌、房地产公司和私募股权,还投资慈善机构和基金会等。

chulelululemondegufen,weierxunhaiyongyouzhongguoyundongfuzhuanggongsiantatiyuheamer sportsdegufen,houzheyongyoushechijihuwaizhuangbeipinpaiarc'teryx(shizuniao)、shandihuwaiyueyepinpaisalomon(saluomeng)hewangqiuzhuangbeipinpaiwilson(weierxun)dengpinpai。

jiezhi2022nian2yue5rideshuju,weierxunshenjiagaoda53yimeiyuan,mingliefubusiquanqiufuhaobangdi574wei。zheiwei1956nianchushengyumeiguojiazhoudeyundongaihaozhe,yechengweilejianadazuifuyouderenzhiyi。

genjufubusidetongji,2013nian,weierxundeshenjiawei29yimeiyuan,zai2014nianweijiangzhi22yimeiyuan,zaicong2018niankaishishangsheng,bingzai2021nianyinglaile50%yishangdezhangfu。

zheiweiyiwanfuhaoyeyouguozhongtuchuoxuedeqiaoduan——weierxunzaikaerjialidaxuejiuduqijiancengxiuxileyiduanshijian,paodaoalasijiadeshiyouguandaoshanggongzuole18geyue,weizijidediyifenchuangyejileilezijin。

jiexialai,yujiarengongtongjingyingzhejiazushengyideta,haihuiheyiwangyiyangjixumiqieguanzhuzhelululemondefazhan。

更有意思的是,这一加拿大的超级富豪家族与中国福建的首富家族——安踏集团的丁氏家族还将上演更紧密的合作与更激烈的交锋。zheiliangjiadouyilakaileerdaijiebandedamu,jinnianlaidongzuobuxiao、liangdianpinxian,shoudaoguojishichangdegaoduguanzhu。

 

来源:华人家族财富

原标题:

本文为转载内容,授权事宜请联系原著作权人。