Ingaba ibhegi yokuthenga ibalulekile okanye imveliso esengxoweni ibalulekile?Kuba abanini brand ezijongene"Gen Z" - (abantu abazalwa ngexesha le-Intanethi)ishishini, impendulo mhlawumbi yangaphambili.
Ngesinye isikhathi, ibhegi yokuthenga yayiyinto nje yokuthenga: iphakheji elahlayo kunye nomsebenzi wokuhambisa umgama omfutshane, kunye nokulula esandleni sokuchitha amashumi amahlanu eesenti ukufumana indumiso yabathengi.
Nangona kunjalo, njengoko abathengi abancinci be-"Gen Z" bakhawuleza baba ngamandla amakhulu, ngakumbi nangaphezuluI-FMCG—(Iimpahla zabaThengi ezihamba ngokukhawuleza)iibrendi ziqaphela umtsalane "wokuthengisa ingxowa yokuthenga".
Chitha iisenti ezimbalwa kwiidola ezimbalwa ngexabiso elincinci kakhulu, kwaye usebenzise ukuhamba kwabantu abahambahambayo ukusasaza ibali lebrendi eligcwele uxinezeleko olubonakalayo kwizitrato kunye neendledlana zedolophu "simahla"-kwindawo yentengiso ye-brand,
yayixhotyiswe kuphela "ngokuhlola" Kule mihla, iibhegi zabo zokuthenga zihamba ngokuzolileyo zisuka "emva kwemiboniso ukuya ngaphambili", ibe "yindawo yokuqala yokungena kwengqondo" kubantu abaninzi abadlulayo ukuguqula abalandeli kwi-brand.
Umzekelo, i-IKEA yinkokeli ekuthengisweni kweengxowa zokuthenga.Le ngxowa elukiweyo yeplastiki, ekuqaleni ingenazo iinkcukacha kwaye inexabiso eliphantsi, iye yaba “lukhetho lokuqala” lwabafazi bamakhaya kwiindawo ezahlukeneyo ukuba bathathe iimpahla xa besiya kuthenga kwiivenkile ezinkulu ngenxa yokusetyenziswa kwemibala “engaqhelekanga” kunye neesayizi ezinkulu. .Ngokusetyenziswa kwakhona okuqhubekayo kweengxowa zokuthenga, ixabiso eliphantsi kakhulu le-IKEA linike ingqiqo yobukho kwinani elikhulu labathengi abakumgangatho ophakathi eYurophu nase-United States.
Kukho ingcamango "yesando esibonakalayo" kwithiyori yokuthengisa.Oku kubizwa ngokuba yisando esibonakalayo kukuvakalisa nokunikezela ingqikelelo yophawu, iinqobo ezisemgangathweni, kunye nemigaqo yoyilo echazwe ekuqaleni kulwimi nakwisicatshulwa ngeendlela ezingezizo zomlomo (ezidla ngokubonwayo).
I-IKEA isoloko ikhuthaza ingcamango "yokukhusela indalo kunye nokulula" kubomi basekhaya.Esi sikhwama sokuthenga esiluhlaza okwesibhakabhaka solwandle, sinemisebenzi emininzi, enobunzima obuphezulu sisebenzisa "izinto ezibonakalayo" ezifanelekileyo ukulinganisa zonke iintlobo zefenitshala yasekhaya ye-IKEA enezimbo ezahlukeneyo ibe nye."Isitayile se-IKEA".
Kamva, i-IKEA's routine yaxeliswa ziimpawu eziphambili ze-luxury ezifana ne-Gucci kunye ne-Chanel: i-logo ekhazimlayo yaprintwa kwi-packaging bag, kwaye yatyhutyha emagxeni abathandi befashoni kwiintlobo ezahlukeneyo zoshishino.Le "posting logo posture" imo ngobuchule isebenzisa amampunge endalo yomntu kwaye ivula umsebenzi obalaseleyo webhegi yokuthenga njenge "ID yekhadi leselula".
Ngophuhliso olukhawulezayo lwamashishini ahlukeneyo, iibrendi ezininzi sele ziqalisile ukwenza imifanekiso yokupakisha yohlobo olulodwa ukufezekisa i-loop evaliweyo "yentengiso yebhegi ye-IP"
I-LeLeCha-I-brand entsha yeti evela e-China.Kukhuphiswano kunye nezinye iimveliso zeti, abathengi abaninzi ngakumbi bayatsalwa ukuba bahlawule ngokuhlala behlaziya iingxowa zokuthenga zokudala.I-Lele Tea ngokuthe ngcembe iphuhlise amandla ayo oqobo e-IP ngokudibanisa iimpawu zenkcubeko zeendawo ezahlukeneyo zaseTshayina kunye ne-branding kunye nezinye iimpawu.
Abantu baxhomekeke kwiimpahla kunye nobuhle buxhomekeke kwi-makeup eqaqambileyo.Kuyafana kuzo zonke iintlobo zeemveliso.Ngaphandle komgangatho olungileyo, zikwafuna ukupakishwa okuhle.Ngokukodwa kwixesha le-brand, iingxowa zokuthenga nazo zinamandla okuphucula ulwazi lwe-brand kunye nendima yexabiso elongezelelweyo.Kungacingelwa ukuba kwixesha loqoqosho lwempahla yanamhlanje, xa umthengi wokugqibela ekhetha imveliso, akayi kunikela ingqalelo kuphela kwimveliso, kodwa anikele ingqalelo kwipakethe yangaphandle yemveliso.Ibhegi yokuthenga imveliso ekhethekileyo kunye nejonge ngamehlo okanye iPackaging, ukongeza ekunyuseni intengiso, inokunyusa ixabiso lempahla amaxesha amaninzi, ivumela abathengi ukuba benze ukuxhomekeka kwebrendi kunye nokuncamathela komsebenzisi.
Ixesha lokuposa: Nov-28-2021