YETI Brand Awareness nce siab li kev muag khoom loj hlob 20%

YETI qhov kev loj hlob tawg nyob rau hauv peb lub hlis twg (Q3), nrog kev muag khoom nce 19.6%, tuaj yeem raug ntaus nqi rau nws ntau txoj kev, suav nrog cov lag luam wholesale, ncaj qha rau cov neeg siv khoom, nws cov khw muag khoom muaj npe, thiab cov khw muag khoom thib peb. "Kev koom tes sib sib zog nqus YETI muaj nrog nws cov neeg siv khoom uas twb muaj lawm, nrog rau nws qhov tau txais cov neeg siv khoom tshiab, yog nyob ntawm nws qhov dav thiab qhov tob ntawm cov khoom," said Matt Reintjes, CEO ntawm YETI. Lub tuam txhab tau hais tias nws muaj cov khoom lag luam zoo tshaj plaws txij li ua ntej muaj kev sib kis thoob ntiaj teb thiab tau ua haujlwm zoo mus rau lub sijhawm muag khoom hnub so.

Margins muaj kev sib tw tab sis ntawm kev kho xyoo tom ntej

Txawm hais tias kev muag khoom muaj zog, lub tuam txhab cov txiaj ntsig tau poob qis 14% ntawm xyoo tas los. Tus nqi ntawm cov khoom, uas yog tsim los ntawm cov khoom lag luam thiab cov nqi thauj mus los, yog 49% ntawm kev muag khoom piv rau xyoo dhau los 43%. Cov khoom siv hluav taws xob ntau dua tau ua rau muaj kev nce nqi ntawm cov khoom. Txawm li cas los xij, lub tuam txhab ntseeg tias cov nqi tsheb thauj mus los yuav txo xyoo tom ntej. Mike McMullen, CFO ib ntus ntawm YETI tau hais tias "Cov nqi thauj khoom hiav txwv tau poob qis, uas yuav yog lub hauv paus ntawm cov nyiaj rov qab rau xyoo 2023," Lwm cov neeg koom nrog rau cov nyiaj qis dua suav nrog kev hloov pauv txawv teb chaws thiab kev sib xyaw ntawm cov khoom muag thaum lub quarter.

YETI npaj yuav nthuav nws lub khw hauv 2023

Lub tuam txhab yuav muaj 13 lub khw muag khoom lag luam thaum kawg ntawm 2022 thiab npaj yuav qhib ntau lub khw hauv xyoo 2023. "Omnichannel rau YETI tau muaj zog heev rau lub hom phiaj; Peb nyob qhov twg thiab thaum twg cov neeg siv khoom xav mus yuav khoom, suav nrog peb cov khw muag khoom muaj npe tag nrho. " Thaum cov lag luam wholesale kev sib koom tes tau ua tiav zoo, mus xyuas YETI lub khw qhov chaw yog tib txoj hauv kev kom pom tag nrho cov khoom. "Kev taug kev mus rau hauv ib qho ntawm peb lub khw muag khoom thiab pom cov khoom lag luam tag nrho hauv ib qho chaw nrog cov neeg ua haujlwm paub txog kev muag khoom yog qhov kev paub tshwj xeeb," said Reintjes. Muaj peev xwm kov thiab hnov ​​​​cov khoom lag luam thiab nug cov lus nug txog lawv txoj kev siv yog ib txoj hauv kev zoo rau cov neeg siv khoom kom paub txog lub hom. Lub tuam txhab tso siab rau cov neeg siv khoom thiab cov lus pom zoo los qhia nws cov khoom lag luam kev loj hlob yav tom ntej.

Tshiab tso tawm Yonder ™ Yas Dej Lub raj mis

Lub tuam txhab tau tsom mus rau cov khoom lag luam tshiab tsim los ntawm nws qhov kev pabcuam zoo tshaj plaws thiab cov neeg siv khoom tawm tswv yim. Cov khoom lag luam tawm tshiab ntawm Yonder ™ Yas Dej Lub raj mis tau tsim tshwj xeeb raws li cov lus pom los ntawm cov neeg siv ntawm YETI lub raj mis insulated stainless hlau. Cov neeg nyiam sab nraum zoov thiab cov neeg siv khoom ua neej nyob xav tau lub raj mis dej sib dua. Cov khoom lag luam Yonder tau tsim tawm tswv yim los ua lub teeb yuag thiab zoo li tawg-tiv taus nrog lub hau-pov thawj.

Lub hom phiaj launched Yonder™ lub raj mis hauv ob qhov ntau thiab tsawg thiab plaub xim nyob rau hauv qhov tseeb YETI zam ntawm kev xav nrog nws cov khoom xa tawm. Hauv kev xam phaj nrog Reintjes, nws tau tham txog yuav ua li cas cov lag luam thiab cov khoom lag luam tau ua haujlwm zoo tsim cov dab neeg nyob ib puag ncig lub raj mis dej thiab qhia tias cov khoom tshiab haum rau cov neeg siv khoom lub neej. "Peb xav ua ib feem ntawm cov neeg siv khoom lub neej thoob plaws hauv lawv txoj haujlwm niaj hnub."

Cov khoom lag luam tshiab yog los ntawm tus sawv cev thiab cov neeg siv khoom

Reintjes hais tias "Peb tau ua haujlwm nrog ob peb tus neeg sawv cev ntawm peb cov khoom lag luam los tsim lub raj mis dej hnyav uas haum rau peb cov neeg siv khoom, txawm tias tob hauv cov tsiaj qus los yog muaj zog heev hauv tsev," Reintjes hais. Cov khoom lag luam Yonder ™ tshiab tau tsim los siv cov tswv yim los ntawm ntau dua 150 tus txiv neej sab nraud thiab cov poj niam sab nraum zoov thoob plaws ntau qhov kev nrhiav, suav nrog cov neeg nto moo hauv ntiaj teb thiab cov neeg ua yeeb yaj kiab Jimmy Chin, thiab cov phooj ywg legendary climber thiab mountaineer Conrad Anker.

"YETI twb tau ua cov khoom siv insulated zoo tshaj plaws, thiab thaum lawv hais kom kuv koom tes ntawm lub raj mis dej sib zog, kuv tau mob siab los muab kuv cov lus qhia," hais tias cov neeg ncaws pob nto moo, tus neeg hais dab neeg, thiab YETI Ambassador, Jimmy Chin. "Yonder yog qhov kev xaiv dej haus zoo tshaj plaws rau txhua tus uas tab tom nrhiav lub teeb yuag tab sis lub raj mis dej muaj zog heev rau kev lom zem sab nraum zoov." YETI muab nws cov khoom tshiab tshaj plaws rau qhov kev sim, xa ib qho ntawm Yonder Bottles nrog Ambassador thiab Olympian surfer John John Florence thaum nws caij nkoj los ntawm Hawaii mus rau Fiji, npog ntau dua 3,000 mais hauv ob lub lis piam.