ENGLISH NEWS BRIEF
Summary
Lowe’s is launching a multi-pronged strategy to attract younger shoppers—particularly Gen Z, millennials, and young parents—as Americans delay homeownership. Initiatives include reviving Kids Club workshops, leveraging social media influencers, expanding merchandise via a third-party marketplace, and enhancing its loyalty program to drive more frequent engagement amid a sluggish housing market.
Key Points
- Targeting Younger Demographics: With the median age of first-time homebuyers at a record 40, Lowe’s is focusing on younger consumers who shop later in life. Tactics include free kids’ workshops (luring parents) and partnerships with influencers like MrBeast.
- Driving Engagement Beyond Transactions: The My Lowe’s Rewards loyalty program (over 30M members) now integrates family events (e.g., soccer clinics, ladies’ night) and offers exclusive product “drops” (e.g., mini-buckets, toolkits) to build habitual store visits and brand relevance.
- Market Context & Competitive Pressure: Home improvement sales have softened post-pandemic. Lowe’s (70% reliant on DIY shoppers) expects flat comparable sales this year. Rival Home Depot is acquiring pro-focused distributors, while both compete with Ace, Walmart, and Amazon.
- Long-Term Bet on DIY Recovery: Analyst Chuck Grom upgraded Lowe’s stock, noting consumers are adapting to higher mortgage rates as the “new normal.” Rising furniture sales and willingness to buy homes at ~6% rates signal potential gradual recovery in DIY projects.
中文新闻简报
文章总结
随着美国人购房年龄不断推迟，家居装修零售商劳氏（Lowe’s）正通过重启儿童俱乐部、借助网红营销、扩展商品种类以及升级会员计划等多重策略，积极吸引Z世代、千禧一代和年轻父母等年轻客群，以期在低迷的房地产市场环境中驱动更频繁的客流量和品牌忠诚度。
关键要点
- 瞄准年轻客群：鉴于美国首次购房者中位数年龄已创历史新高（40岁），劳氏将策略重点转向延迟购房的年轻消费者。具体措施包括提供免费儿童手工坊（吸引家长）、与MrBeast等网红合作，并通过第三方市场扩展商品种类。
- 超越交易的关系构建：劳氏拥有超过3000万会员的“My Lowe’s Rewards”忠诚度计划，现已整合家庭活动（如儿童足球诊所、女士之夜）和独家限量产品（如迷你水桶、工具盒），旨在培养顾客的日常到店习惯和品牌关联度。
- 市场背景与竞争压力：疫情后家装销售疲软。劳氏约70%销售额来自DIY客户，预计今年同店销售额持平。竞争对手家得宝（Home Depot）正收购面向专业客户的经销商，而两者同时还需与Ace、沃尔玛和亚马逊等零售商竞争。
- 对DIY市场复苏的长期押注：分析师查克·格罗姆上调了劳氏股票评级，指出消费者正将更高的抵押贷款利率视为“新常态”。家具销售回升以及消费者在约6%利率下购房意愿增强的信号表明，DIY项目可能逐步回暖。
Original Article Link: https://www.cnbc.com/2026/01/22/lowes-offers-kids-events-loyalty-program-as-americans-buy-homes-later.html