Lululemon中国大陆消费者认知与体验调查

How familiar are you with Lululemon?
您对 Lululemon 的熟悉程度如何？

1 — I only recognize the brand name / 只听说过品牌名称

2 — Slightly familiar / 略有了解

3 — Moderately familiar / 比较了解

4 — Very familiar / 很熟悉

5 — Extremely familiar / 非常熟悉

Where did you first become aware of Lululemon?
您最初是通过什么渠道了解到 Lululemon 的？【多选题】

Physical Lululemon store / Lululemon 线下门店

Friends or family / 朋友或家人

Social media platforms e.g. Instagram, Rednote, Douyin, Weibo, etc. / 社交媒体平台如：IG，小红书，抖音，微博等等

E-commerce platforms / 电商平台

Celebrity, influencer, or brand ambassador / 明星、网红或品牌大使

Gym, yoga studio, or fitness centre / 健身房、瑜伽馆或运动工作室

Other / 其他

Have you ever purchased a Lululemon product?
您是否购买过 Lululemon 的产品？

Yes是

No否

Which factors most influence your decision to buy or consider buying Lululemon products? Select up to FIVE.
以下哪些因素最影响您购买或考虑购买 Lululemon 产品？请选择最多五项【多选题】

Lululemon's products feel different from competing sportswear brands in terms of quality, fabrics, design, or functionality.
与其他运动服饰品牌相比，Lululemon 的产品在质量、面料、设计或功能性方面具有明显差异。

Lululemon offers enough variety across different activities and product categories to meet my needs.
Lululemon 提供了足够丰富的产品种类，可以满足我在不同运动和生活场景中的需求。

New products or product innovations make me more interested in purchasing from Lululemon.
Lululemon 推出的新产品或产品创新会提高我购买该品牌产品的兴趣。

10.

Lululemon creates a stronger sense of community than most sportswear brands.
与大多数运动服饰品牌相比，Lululemon 更能营造品牌社区感。

11.

Lululemon's marketing makes the brand feel connected to health and wellbeing.
Lululemon 的营销让我更容易将该品牌与健康和身心健康理念联系起来。

12.

Lululemon's online and offline experiences feel consistent with each other.
Lululemon 的线上与线下品牌体验具有一致性。

13.

My experiences with Lululemon increase the likelihood that I would purchase from the brand again.
我与 Lululemon 的品牌体验会提高我再次购买该品牌产品的可能性。

14.

Which of the following Lululemon channels or experiences have you interacted with? Select all that apply.
您曾通过以下哪些渠道或方式与 Lululemon 产生过接触或互动？可多选。【多选题】

Physical store / 线下门店

Official websiteor WeChat account / 官方网站或微信公众号

Social media platforms / 社交媒体平台

E-commerce platforms / 电商平台

Summer Sweat Games or other community events / Summer Sweat Games 或其他社区活动

None of the above / 以上均无

15.

Compared with around 2022, how noticeable is Lululemon to you in China today?
与大约 2022 年相比，现在 Lululemon 在中国对您而言有多容易被注意到？

Much less noticeable / 明显更不容易被注意到

Slightly less noticeable / 稍微更不容易被注意到

About the same / 基本没有变化

Slightly more noticeable / 稍微更容易被注意到

Much more noticeable / 明显更容易被注意到

I was not familiar with Lululemon in 2022 / 2022 年时我不了解 Lululemon

16.

Compared with 2022, if you were familiar with Lululemon at that time, how has your overall perception of the brand changed?
如果您在 2022 年已经了解 Lululemon，与当时相比，您现在对该品牌的整体看法发生了怎样的变化？

Much more negative / 明显变差

Slightly more negative / 稍微变差

No significant change / 基本没有变化

Slightly more positive / 稍微变好

Much more positive / 明显变好

17.

If you were purchasing mid-to-high-end sportswear today, which brand would you be most likely to choose?
如果现在购买中高端运动服饰，您最有可能选择以下哪个品牌？