Back then, Lululemon, the "Hermes" in the yoga pants industry, brought a group of people from Beijing, Shanghai, Guangzhou and Shenzhen into the yoga room, and helped these people strengthen a label on themselves, middle class, and even gave birth to a chain of contempt.

Back then, the "Hermes" lululemon in the yoga pants industry brought a group of people from Beijing, Shanghai, Guangzhou and Shenzhen into the yoga room, and helped these people strengthen a label on themselves, middle class, and even gave birth to a chain of contempt.

Now, yoga pants have become a belief, and we have also entered the 18th-tier small town from first- and second-tier cities. There are yoga pants in places where there are people. I think there are two keywords behind this, category innovation and functional extension.

In the past, yoga pants were just yoga pants, which were functional clothing worn by women when practicing yoga, allowing users to get a better exercise experience. A bunch of professional terms such as "supporting key muscles", "ergonomic design" have come. It is hard to say whether there is a body shaping effect, but having money, leisure, and figure is the label of this type of user. Today's yoga pants are not just sports equipment, but have become a must-have item for fashionable outfits. You can see people wearing yoga pants at any time when walking on the street. Most of them have good figures and are young and beautiful.

There are more derivatives of various types. In recent years, the popular ones such as "shark pants", "sweat pants", "floating pants", "Barbie pants", etc. have grasped the characteristics of young women's love of beauty, not hesitation to show their figures, and upgrade their consumption concepts. They attract consumers by strengthening different functional points, and at the same time reduce prices again and again, so that more people can afford it, bringing this trend of beauty from the so-called middle-class people to the young people in the town.

In fact, sometimes it cannot be said that the category sinks, but how to make the trend be led to a wider population faster. In the era of mobile Internet, there are no regional obstacles to the dissemination of information. I believe that the so-called "sinking" formed by information asymmetry will be flattened by the mobile Internet, but before it is completely flattened, it is the so-called "sinking market" dividend period.

What do you think?