Study on Lululemon's Marketing Localization Strategy in China Based on the Marketing Theory of 4Cs

Abstract

Effective marketing localization strategies can facilitate communication between multinational enterprises and local customers effectively. Thus, multinational corporations should investigate local culture and their consumption habits to satisfy needs of consumers in the process of marketing products or services abroad. Lululemon, as a new multinational sports brand, has accumulated a large number of loyal customers in China within a short time. Through a questionnaire conducted on target customers' purchasing habits, this paper are to analyze the marketing localization strategies proposed by Lululemon based on 4Cs theory-consumer needs, cost, convenience and communication.