Lululemon Hostsโฃ Yoga Event at Shanghai’s CIIE, Tapping into Chinese Culturalโ understanding of Wellness
SHANGHAI – Lululemon staged a special yoga event during the weekend atโ the China International Import Expo (CIIE) in Shanghai, aiming to connect with attendees through its core philosophy of well-being. The event served as a counterpoint to the expo’s bustling atmosphere, offeringโค a moment of calmโค and reinforcing the brand’s commitment to holistic health.
This year’s CIIE, which concluded recently, drew over 4,100 โoverseas enterprises representingโ more than 155 countries, regions, and organizations. Lululemon’s โคpresence at the expo reflects a broader industry trend of brands โseeking toโ understandโ andโ cater to the unique wellnessโค priorities of the Chineseโข market. The company’s approach is informed by extensive research into the cultural foundationsโ of well-being within China.
to gainโฃ deeper insights, Peng and his team conducted a survey of over โ50,000 Chinese individuals. โthey also leveraged big data and artificial intelligence to analyze a vast range of โฃChinese written materials – from ancient Confucian, Buddhist, and Taoist texts to Ming and Qing dynasty literature, archives of People’s Daily content, and โคcontemporary social media posts. Thisโ research aimedโฃ to identify the โค”cultural โDNA of Chinese well-being,” informing Lululemon’sโ strategiesโฃ for engaging with consumers on a more meaningful level.
Theโฃ yoga event provided aโค tangible expression of these insights,โค offering aโ space for participants to experience Lululemon’s well-being philosophy โขfirsthand.
[Image of Lululemon’s special yoga event during CIIE. Courtesy.]