一、品牌认知(Brand Awareness) 1. 您是否了解Lululemon品牌？Do you know the Lululemon brand? 非常了解（清楚品牌理念及核心产品） Very familiar: clear about the brand concept and core products 比较了解（知道是运动服饰，有核心产品） Relatively familiar: know it is an athletic wear brand with core products 一般了解（听过品牌名称，不确定具体业务） Generally familiar: have heard the brand name, not sure about the specific business 不了解（首次听说） Not familiar: hearing it for the first time
2. 您首次接触Lululemon的渠道（可多选）The channel through which you first came into contact with Lululemon (multiple choices allowed) 小红书（穿搭、测评内容） Xiaohongshu (RED): dressing, review content 抖音/快手（短视频、直播） Douyin/Kuaishou: short videos, live streams 微博（品牌话题、KOL分享） Weibo: brand topics, KOL sharing 线下门店（逛街时看到、体验） Offline stores: seen or experienced while shopping 朋友/家人推荐 Recommendation from friends/family 品牌社群活动（瑜伽课、热汗嘉年华等） Brand community activities: yoga classes, Sweatlife festivals, etc. 其他（请填写） Others (please fill in)
3. 您是否了解Lululemon的竞品（如MAIA ACTIVE、Alo Yoga等）？Do you know Lululemon's competitors (such as MAIA ACTIVE, Alo Yoga, etc.)? 非常了解，能清晰区分各品牌差异 Very familiar, can clearly distinguish the differences between each brand 比较了解，知道部分竞品的核心特点 Relatively familiar, know the core characteristics of some competitors 一般了解，听过竞品名称 Generally familiar, have heard the names of competitors 不了解 Not familiar
二、产品偏好与购买行为（Product Preferences and Purchasing Behavior） 4. 您是否购买过Lululemon的产品？Have you purchased Lululemon products? 有 Yes 无 No
5. 您购买过的Lululemon产品类别（可多选）If you have purchased Lululemon products, which category of products have you purchased (multiple choices allowed) 上装（运动背心，夹克，瑜伽服） Upper wear (sports vests, jackets, yoga tops) 下装（瑜伽裤，短裤，短裙） Lower wear (yoga pants, shorts, skirts) 鞋履 Footwear 配件（包，水杯，瑜伽垫） Accessories (bags, water cups, yoga mats)
6. 未购买Lululemon产品的主要原因（可多选）If you have not purchased Lululemon products, what are the main reasons for not purchasing (multiple choices allowed) 价格过高，超出预算 Price is too high, exceeding the budget 对产品品质有担忧 Concerns about product quality 喜欢其他品牌，与Lululemon品牌理念/风格不契合 Prefer other brands, not consistent with Lululemon's brand concept/style 不了解Lululemon品牌及产品 Not familiar with Lululemon brand and products 其他（请填写）Others (please fill in)
7. 未来可能考虑购买的Lululemon产品类别（可多选）If you plan to purchase Lululemon products in the future, which category are you most likely to choose (multiple choices allowed) 上装（运动背心，夹克，瑜伽服） Upper wear (sports vests, jackets, yoga tops) 下装（瑜伽裤，短裤，短裙） Lower wear (yoga pants, shorts, skirts) 鞋履 Footwear 配件（包，水杯，瑜伽垫） Accessories (bags, water cups, yoga mats)
8. 您购买过以下哪些品牌的瑜伽服（可多选）Have you purchased yoga wear from the following brands (multiple choices allowed) Alo Yoga MAIA ACTIVE Adidas/Nike/Under Armour 淘宝/其他品牌 Taobao/other brands 从未购买过瑜伽服 Never purchased yoga wear 其他（请填写）Others (please fill in)
9. 您认为自己是Lululemon的忠实粉丝吗？Do you consider yourself a loyal fan of Lululemon? 是（经常购买，主动关注品牌动态） Yes (often purchase and take the initiative to pay attention to brand dynamics) 不算（偶尔购买/关注，无明显忠诚度） No (occasionally purchase/follow, no obvious loyalty) 不是（从未购买，仅了解或不了解） No (never purchased, only familiar or not familiar)
10. 您是否了解Lululemon的品牌理念（如“热汗生活”等）？ Do you understand Lululemon's brand concept (such as "sweat life", etc.)? 了解 Understand 不了解 Do not understand
11. 您认为Lululemon在您心中的品牌定位是怎样的？What do you think is the brand positioning of Lululemon in your mind? 比较高端 Relatively high-end 中等价位，性价比适中 Mid-range price with moderate cost performance 偏小众，调性独特 Relatively niche with unique tone 普通运动品牌，无明显高端感 Ordinary sportswear brand with no obvious high-end feeling 其他（请填写）Others (please fill in)
12. 购买/考虑购买Lululemon的核心因素（请选择重要性）The core factors for you to purchase/consider purchasing Lululemon (please select importance)
面料舒适、功能性强（吸汗、耐磨、裸感等） Comfortable fabric and strong functionality (sweat-wicking, wear-resistant, naked feeling, etc.)
版型显瘦，能凸显身材曲线 Slim fit, can highlight body curves
品牌口碑好、有质感，能彰显身份 Good brand reputation, high texture, can show identity
适合多场景穿着（运动 日常） Suitable for multi-scenario wearing (sports & daily)
品牌理念（身心灵、社群、可持续）吸引 Attracted by brand concepts (mind-body-spirit, community, sustainability)
KOL/朋友推荐 Recommendation from KOLs/friends
性价比高 High cost performance
13. 您认为Lululemon产品的不足之处（可多选）What do you think are the shortcomings of Lululemon products (multiple choices allowed) 价格过高，性价比低 Price is too high, low cost performance 产品更新周期太长，款式单一 Product update cycle is too long, single style 版型不贴合亚洲人身材 Fit is not suitable for Asian body types 颜色、设计不够贴合Z世代审美 Colors and designs are not suitable for Gen Z's aesthetics 功能性与同价位竞品差距不大 Functionality is not much different from competitors at the same price 产品场景化不足（如缺乏针对性运动款式） Insufficient product scenarioization (e.g., lack of targeted sports styles) 其他（请填写）Others (please fill in)
14. 您能接受的Lululemon核心产品（如瑜伽裤）的价格范围 The price range you can accept for Lululemon's core products (such as yoga pants) ≤ 500元 RMB 501-800元 RMB 801-1200元 RMB 1201-1500元 RMB ＞ 1500元 RMB
15. 您更倾向于通过哪种渠道购买Lululemon产品（可多选）Which channel are you more inclined to purchase Lululemon products through (multiple choices allowed) 品牌线下门店（试穿体验） Brand offline stores (try-on experience) 品牌官方小程序/官网 Brand official mini program/official website 天猫/京东等电商平台旗舰店 Tmall/JD.com and other e-commerce platform flagship stores 代购/免税渠道 Purchasing agent/duty-free channels 社群活动专属渠道 Exclusive channels for community activities 其他（请填写）Others (please fill in)
16. 您是否购买过Lululemon的平替产品（如MAIA ACTIVE等）？Have you purchased alternative products of Lululemon (such as MAIA ACTIVE, etc.)? 经常购买，平替性价比更高 (Often purchase, alternatives have higher cost performance) 偶尔购买，对比体验 (Occasionally purchase for comparison and experience) 从未购买， 只买Lululemon（Never purchased, only purchase Lululemon） 从未购买，也不考虑平替 (Never purchased, and do not consider alternatives)
三、品牌营销与社群接受度Brand Marketing and Community Acceptance 17. 您是否关注过Lululemon的社区活动（如热汗嘉年华、线上瑜伽课、KOL合作等）？ Have you paid attention to Lululemon's community activities (such as Sweatlife festivals, online yoga classes, KOL cooperation, etc.)? 经常关注，主动参与 Often pay attention and take the initiative to participate 偶尔看到，不主动参与 Occasionally see it, do not take the initiative to participate 从未关注 Never paid attention
18. 您对Lululemon的“社群营销”（如线下瑜伽课、冥想活动、门店社群等）的接受度 Your acceptance of Lululemon's "community marketing" (such as offline yoga classes, meditation activities, store communities, etc.) 非常接受，愿意主动参与 Very accepting, willing to take the initiative to participate 一般接受，有时间可以参与 Generally accepting, can participate if there is time 不太接受，觉得麻烦/没必要 Not very accepting, feel troublesome/unnecessary 完全不接受，不感兴趣 Completely not accepting, not interested
19. 不参与Lululemon社群活动的主要原因（可多选）The main reasons why you do not participate in Lululemon community activities (multiple choices allowed) 没时间参与线下/线上活动 No time to participate in offline/online activities 对瑜伽、冥想等“身心灵”活动不感兴趣 Not interested in "mind-body-spirit" activities such as yoga and meditation 觉得活动形式枯燥，不够娱乐化 Feel the activity form is boring and not entertaining enough 活动门槛高（如费用、报名难度） High activity threshold (such as cost, registration difficulty) 只关注产品，不关注品牌活动 Only pay attention to products, not brand activities 其他（请填写）Others (please fill in)
20. 您认为Lululemon的西方“身心灵”理念（正念、长期自律、内在探索）是否符合中国Z世代的需求？Do you think Lululemon's Western "mind-body-spirit" concept (mindfulness, long-term self-discipline, inner exploration) meets the needs of Chinese Gen Z? 非常符合，能引起共鸣 Very consistent, can resonate 基本符合，有一定吸引力 Basically consistent, has certain appeal 不太符合，与自身需求无关 Not very consistent, irrelevant to personal needs 完全不符合，不感兴趣 Completely inconsistent, not interested
四、品牌优化建议V. Suggestions for Brand Optimization 21. 您认为Lululemon要更好地吸引中国Z世代，最需要优化的方面是（可多选）What aspects do you think Lululemon needs to optimize most to attract better Chinese Gen Z (multiple choices allowed) 降低产品价格，提升性价比 Reduce product prices and improve cost performance 加快产品更新，推出更贴合Z世代审美的款式 Accelerate product updates and launch styles more suitable for Gen Z's aesthetics 优化版型，适配亚洲人身材 Optimize fit to suit Asian body types 调整营销方式，减少“身心灵”宣传，侧重产品与穿搭 Adjust marketing methods, reduce "mind-body-spirit" promotion, and focus on products and dressing 丰富社群活动形式，增加娱乐化、轻量化内容 Enrich community activity forms and add entertaining, lightweight content 加强本地化适配（结合中国潮流、节日等） Strengthen localization adaptation (combining Chinese trends, festivals, etc.) 拓展更多产品场景，推出年轻化配饰 Expand more product scenarios and launch young accessories 其他（请填写）Others (please fill in)
22. 对于Lululemon在中国的全球化与本地化策略，您有其他建议或想法吗？Do you have any other suggestions or ideas about Lululemon's globalization and localization strategies in China?
五、受访者基本信息(Basic Information of Respondents) 23. 您的性别 Your Gender 男 Male 女 Female 不愿透露 Prefer not to say
24. 您的年龄 Your Age 14-17岁 (years old) 18-23岁 (years old) 24-26岁 (years old) 27-31岁 (years old)
25. 您目前所在城市级别 The level of the city you currently live in 一线城市（北京、上海、广州、深圳） First-tier cities: Beijing, Shanghai, Guangzhou, Shenzhen 新一线城市（如成都、杭州、重庆等） New first-tier cities: such as Chengdu, Hangzhou, Chongqing, etc. 二线城市 Second-tier cities 三线及以下城市 Third-tier and below cities
26. 您的月均可支配收入/生活费 Your monthly disposable income/living expenses ≤ 3000 元 RMB 3001-5000元 RMB 5001-8000元 RMB 8001-12000元 RMB ＞ 12000 元 RMB
27. 您的运动频率 Your exercise frequency 几乎不运动 Hardly exercise 每周1次及以下 ≤ 1 time per week 每周2-5次 2-5 times per week 每天都运动 Exercise every day
28. 您常参与的运动类型（可多选）The types of sports you often participate in (multiple choices allowed) 瑜伽（含高温瑜伽、冥想瑜伽等） Yoga, including hot yoga, meditation yoga, etc. 跑步、跳绳等有氧运动 Aerobic exercises such as running, rope skipping, etc. 健身、力量训练 Fitness, strength training 普拉提、拉伸 Pilates, stretching 球类运动（篮球、羽毛球等） Ball games such as basketball, badminton, etc. 户外休闲运动（徒步、露营等） Outdoor leisure sports such as hiking, camping, etc. 仅为穿搭，不参与运动 Only for dressing, not participating in sports 其他（请填写）Others (please fill in)