Abstract
A successful marketing campaign is about building a large marketing network and using the brand culture and putting the product into the consumer's consciousness through marketing. Lululemon's success in the highly competitive sportswear market is due to its unique products and excellent marketing. By analyzing Lululemon's 20 years of experience in community marketing, this article attempts to provide a guideline for start-up brands trying to build a community. This essay is based on a literature analysis using SWOT and 4P analysis on whether Lululemon should enter the Chinese market and the brand marketing strategy of Lululemon in the Chinese market. The results show that entering the Chinese market can bring huge benefits to Lululemon, which has adopted brand marketing strategies such as DTC (direct to consumer) and KOL (key opinion leader) in China. Lululemon also has some significant issues, such as quality control. It is suggested that Lululemon could establish a good relationship with the manufacturer or vertical merger backwards to have greater control over the production chain.
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