Eminyakeni yamuva nje, imboni yemithwalo yempahla ikhukhulwe ngempi yamanani avuthayo, kude kakhulu - ifinyelela imithelela kumabhizinisi, abathengi, kanye nomkhakha wonke. Lo mbhalo uhlose ukusondeza ekujuleni kwezimbangela, imithelela, futhi ngemuva - izigcawu zisebenzisa le mpi yentengo, okhanyisa ngodaba olubakhathaza kakhulu kubo bonke ababambe iqhaza kubo bonke ababambe iqhaza.
Isimo samanje soMkhakha Wempahla
Imakethe yemithwalo ibone ukukhula okuphezulu eminyakeni yamuva, eqhutshwa yizinto ezifana nokwanda kwemboni yezokuvakasha, ukukhuphuka kwezindawo zamazwe aphesheya, kanye nokuvuka kwe-E - COMPURT. Ngokusho kwe-Market Research Firm Statista, imakethe yemithwalo yempahla yomhlaba wonke yayibhekwa cishe \ (43.8 billion ngo-2023 billion ngo-207.9 billion ngo-2028, nge-5.6% yonyaka ngalesi sikhathi.
Kodwa-ke, lokhu kukhula kuye kwaletha nomncintiswano omkhulu. Ubuningi bemikhiqizo, esukela ku-Labels yamazwe asungulwe kahle kubadlali abasekhaya abasafufusa abasezifuywayo, bayivule isabelo semakethe. Esikhathini esincintisana kakhulu e - isikhala sezentengiselwano, lapho ukuqhathanisa kwamanani kumane nje kuwukuchofoza, intengo isiphenduke isici esibalulekile esithonya izinqumo zokuthenga abathengi.
Izimbangela zempi yentengo
Ukweqa ukusebenza kanye nokusungula okweqile
Enye yezimbangela eziyinhloko zempi yamanani embonini yezimpahla ingukuqedwa kwengxenye. Abakhiqizi abaningi, bahehwa ngamathemba okukhula emakethe, bandise amakhono abo okukhiqiza kakhulu. Kodwa-ke, lokhu kuholele esimweni lapho ukulethwa kwemikhiqizo yemithwalo kudlula kude. Isibonelo, ezifundeni ezinjengeChina, okungumkhiqizi omkhulu womhlaba wonke wemithwalo, amafektri amaningi ahlanganiswe imigqa yokukhiqiza, okuholela ekunciphisweni kwemikhiqizo.
Lapho ubhekene nokusungula okweqile, izinkampani zivame ukuguqukela ekunciphisweni kwentengo njengendlela yokusula isitoko sabo. Lokhu kudala umphumela we-domino, njengoba ukuncishiswa kwamanani entengo eyodwa kuphoqa izimbangi zayo ukuze zilandele ukuvumelana ukuze ziqhubeke nokuncintisana. Ngenxa yalokho, amanani kulo lonke imboni aqala ukuwa phansi.
E - commerce - umncintiswano oqhutshwa
Ukunyuka kwamapulatifomu we-E - I-Commerce platur iguqule indlela abathengi abathenga ngayo imithwalo. Amapulatifomu anjenge-Amazon, i-Alibaba's Tmall, ne-JD.com yenze kwaba lula kakhulu kubathengi ukuqhathanisa amanani nemikhiqizo evela kubathengisi abahlukahlukene. Lokhu kube nokucindezela okukhulu kwimikhiqizo ukunikela ngamanani ancintisanayo.
Ukuheha abathengi kule makethe yokuncintisana kakhulu eku-inthanethi, izinhlobo eziningi zihlanganyela ngentengo enolaka - amasu wokusika. Banikeza izaphulelo ezijulile, ukuthengiswa kwe-flash, kanye nokunikezwa kokuphromotha, bonke emzameni wokuthola isabelo esikhudlwana semakethe eku-inthanethi. Ngaphezu kwalokho, amapulatifomu ezentengiselwano ngokwawo avame ukukhuthaza ukuncintisana kwentengo ngokusebenzisa izici ezinjenge- "Price - Izinketho eziphansi kakhulu" zokuhlunga, okuthi ngenye kuphela i-War Price.
Ukuntuleka kokwehluka komkhiqizo
Imithelela yempi yentengo
Ngemikhiqizo nabakhiqizi
Ukwehla kwenzuzo yenzuzo: umthelela osheshayo kakhulu wempi yamanani kumikhiqizo nabenzi abakhiqizi ukuguguleka kweMartins yenzuzo. Njengoba amanani aqhutshwa ngokuqhubekayo, izinkampani zikuthola kunzima kakhulu ukumboza izindleko zokukhiqiza, kufaka phakathi ukuthengwa kwezinto ezibonakalayo, kwabasebenzi kanye namakhanda. Isibonelo, maphakathi noMkhiqizi Wempahla ophakathi nendawo ephakathi nendawo esetshenziselwa ukusebenzisana ne-20% yenzuzo yenzuzo angabona le margin incipha njenge-5% noma afake okubomvu ngenxa yokuncintisana kwentengo enkulu.
Ukuyekethisa kwekhwalithi: Emzameni wokugcina inzuzo ngenkathi kunciphisa amanani, abanye abakhiqizi bangahle basebenzise amakhona ngokusika ikhwalithi yomkhiqizo. Lokhu kungafaka ukusebenzisa izinto ezishibhile, ukweqa izinqubo zokukhiqiza, noma ukunciphisa ukuqina kwemikhiqizo. Ucwaningo olwenziwe yimibiko yabathengi lutholwe ukuthi kwezinye izikhathi, imikhiqizo yempahla ephansi yaba nezilinganiso eziphakeme kakhulu zokuhluleka, ngezinkinga ezinjengama-zippers aphukile, izibambo ezibuthakathaka kanye namasondo omzimba.
Kunciphiswe ukutshalwa kwezimali ku-R & D kanye ne-Innovation: Ngokuncipha kwemishini yenzuzo yenzuzo, izinhlobo zemikhiqizo kanye nabakhiqizi zinemali encane etholakalayo ukutshala imali ocwaningweni nasekuthuthukisweni. Ukusungula embonini yezimpahla, njengokuthuthukiswa kwemithwalo ehlakaniphile enezici ezinjengezakhiwe - kuma-Charger, amadivaysi okulandela umkhondo, izinzwa zesisindo, kudinga ukutshalwa kwezimali okuphezulu. Kodwa-ke, ngenxa yempi yentengo, izinkampani eziningi ziyaphoqelelwa ukuba zinqamule kule mizamo ye-R & D, ekhombisa ekugcineni ukukhula okude - ukukhula komkhakha.
Okufushane - Ukulondolozwa Kwethemu: Ngaphezulu, abathengi babonakala bezuza empini yentengo, ngoba bangathenga imithwalo ngamanani aphansi. Ngesikhathi semikhosi emikhulu yezitolo efana ne- "Black Friday" kanye "noSuku lwe-" Singles ', "abathengi bangathola izaphulelo eziphambili emikhiqizweni yemithwalo, kwesinye isikhathi kuze kube ngama-50% noma ngaphezulu ngentengo yasekuqaleni.
Okude - Ukukhathazeka kwekhwalithi yesikhathi eside: Kodwa-ke, umthelela wesikhathi eside kubathengi kungenzeka ukuthi unethemba. Njengoba kushiwo ngaphambili, impi yentengo iholele ekuyekethiseni kwekhwalithi kweminye imikhiqizo. Abathengi bangagcina ukuthenga imithwalo ebonakala sengathi iyisivumelwano esihle ekuqaleni kepha yehluleka ukuhlala. Ngaphezu kwalokho, ukuntuleka kwezinto ezintsha embonini kusho ukuthi abathengi kungenzeka bangakwazi ukufinyelela izici zakamuva nezithuthukile kakhulu zemithwalo.
Ukuhlanganiswa Kwezimboni: Impi yentengo iholele ekukhuliseni ukuhlanganiswa kwezimboni, njengezincane futhi ngaphansi - Imikhiqizo yokuncintisana iphoqelelwa ngaphandle kwemakethe. Imikhiqizo emikhulu enezinsizakusebenza eziningi ikwazi kangcono ukubekezelela ukuncintisana kwentengo, kungaba ngokutholwa kwezomnotho kwezinga noma ngokuqashelwa kwabo okuqinile. Isibonelo, eminyakeni yamuva nje, emincane emincane - kuya - maphakathi nemikhiqizo yemithwalo ye-medium
Ukukhula okuqinile kwesilinganiso esiphakeme - izingxenye zokuphela: Impi yentengo ibuye ibe nomthelela ongemuhle ekukhuleni kwengxenye ephakeme - ukuphela kwemithwalo yempahla. Abathengi, abanesimo sokudla okuphezulu kwezinketho eziphansi - abanentengo, bavame ukungabaza ukukhokha imali ekhokhwayo ngekhwalithi ephezulu - ikhwalithi, imithwalo kanokusho. Lokhu kwenze kwaba nzima ukuthi ama-Brands aqondise emakethe ye-premium ukukhulisa nokusungula, naphezu kwamandla eMargins aphezulu inzuzo kule ngxenye.
Izindaba Ezingaphakathi Kwempi Yentengo
Ngemuva - The - Izingxoxo Izingxoxo nabathengisi
Emzamweni wokunciphisa izindleko futhi ulondoloze inzuzo ngesikhathi sempi yamanani, abakhiqizi bezimpahla bavame ukuzibandakanya ezingxoxweni ezinzima nabahlinzeki bazo. Bafuna amanani aphansi ngezinto zokwakha eziluhlaza ezinjengesikhumba, indwangu, ama-zipper, namasondo. Isibonelo, umenzi angasondela kumhlinzeki wesikhumba futhi asongele ukushintshela endaweni eshibhile uma umphakeli enganciphisi amanani awo ngamaphesenti athile.
Lezi zingxoxo zingaba isenzo sokulinganisa esibucayi, njengabahlinzeki nabo banezingqinamba zabo zezindleko. Abanye abahlinzeki bangavuma ukwehlisa amanani entengo esifushane, kepha lokhu kungaholela ekuyekethiseni ngekhwalithi yezinto ezikunikeza zona. Kwezinye izimo, abahlinzeki bangaphoqeleka ngaphandle kwebhizinisi uma behluleka ukufeza izicelo zamanani abakhiqizi, ezingaphazamisa lonke i-supply chain.
Intengo - izinsolo zokulungisa kanye ne-anti - Ukuncintisana kokuncintisana
Kube nezimo zentengo - izinsolo zokulungisa ngaphakathi kwemboni yempahla. Kwezinye izimo, ama-brands angahlasela ukusetha amanani entengo ethile, kungaba ukugwema i-Full - Intengo Yempi noma ukuze ulondoloze imishado yenzuzo ephakeme. Kodwa-ke, i-anti - indlela yokuncintisana ayikho emthethweni emazweni amaningi futhi ingaholela ezincekwini ezinzima.
Isibonelo, ophenyweni lokulwa nokulwa nokuphindwa kwamuva eYurophu, imikhiqizo eminingana emincane yasolwa ngentengo - ukulungisa. Uphenyo lwathola ukuthi le mikhiqizo ibizenzele emihlanganweni eyimfihlo kanye nokuxhumana nokuxhumanisa amanani enyuka nokunciphisa umkhawulo. Uma kufakazelwe ukuthi unecala, le mikhiqizo ingabhekana nezinhlawulo ezinkulu, ezazingeke zilimaze kuphela ukuma kwazo kwezezimali kodwa futhi nedumela lazo phakathi kwabathengi.
Iqhaza Lamapulatifomu we-E - I-Commerce ekuthuthukiseni ukuncintisana kwentengo
I-E - Amapulatifomu ezentengiselwano adlala indima ebalulekile empini yentengo embonini yezimpahla. Lawa mapulatifomu avame ukukhuthaza ukuncintisana kwentengo ngokunikeza amathuluzi abathengi ukuqhathanisa amanani kalula. Baphinde banikeze izisusa kubathengisi ukunikela ngamanani aphansi, njenge-enemikhiqizo enamanani aphansi kakhulu ngamapulatifomu awo.
Kwezinye izimo, amapulatifomu ezentengiselwano angahle afake ingcindezi yemikhiqizo ukwehlisa amanani awo ukuze alondoloze isimo sawo somthengisi. Isibonelo, ipulatifomu ingadinga uhlobo lokufanisa inani eliphansi kakhulu elinikezwe ngumqhudelwano kwiplatifomu yalo ukuze uqhubeke nokuthola ukubekwa kwenhloko emiphumeleni yokucinga. Lokhu kwandisa enye impi yamanani entengo kanye nemikhosi yemikhiqizo yokubandakanya umjikelezo wokuphela ongapheli wokusikeka kwentengo.
Amasu okusinda futhi achume phakathi kwempi yentengo
Umehluko womkhiqizo kanye nokwenziwa okusha
Imikhiqizo egxile ekuhlukanisweni komkhiqizo kanye nokwenziwa okusha kungenzeka ukwehlukana noGrap War Trap. Ngokutshala imali ocwaningweni nasekuthuthukisweni, izinkampani zingadala imikhiqizo eyingqayizivele enikezela ngenani elingeziwe kubathengi. Isibonelo, eminye imikhiqizo yemithwalo yempahla yethule imithwalo ngezinhlelo ezihlanganisiwe ze-GPS zokulandela umkhondo, ezijabulisa kakhulu kubahambi abavame ukuphepha ngokuphepha kwemithwalo yabo.
Ukusungula kungandisa futhi ekuklameni nasekusebenzeni kwemithwalo. Imikhiqizo ingathuthukisa ama-design we-ergonomic anethezekile ukuthwala, noma imithwalo enezingxenye zokunwebeka zokuhlinzeka ngesikhala esithe xaxa. Ngokunikela ngezici ezinjalo ezintsha, izinhlobo zemikhiqizo zingacacisa amanani aphezulu futhi ziheha abathengi abazimisele ukukhokhela ikhwalithi nokusebenza.
Ukwakhiwa komkhiqizo kanye nokwethembeka kwamakhasimende
Ukwakha umkhiqizo oqinile kungenye isu eliphumelelayo lokusinda impi yentengo. Imikhiqizo enobunikazi obucacile bomkhiqizo, idumela elihle, futhi isizinda samakhasimende athembekile mancane amathuba okuthintwa ngumncintiswano wamanani. Imikhiqizo ingakha ukuthembeka kwamakhasimende ngokuhlinzeka ngezinsizakalo ezinhle kakhulu zamakhasimende, inikezela ngamawaranti futhi ngemuva - Ukusekelwa kokuthengisa, nokuzibandakanya namakhasimende ngemidiya yezenhlalo nezinye iziteshi.
Isibonelo, uhlobo lwemithwalo olunikezela ngewaranti yempilo yonke emikhiqizweni yalo ithumela umyalezo oqinile kubathengi ngekhwalithi nokuqina kwemikhiqizo yayo. Lokhu kungasiza ekwakheni ukwethembana nokwethembeka phakathi kwamakhasimende, amathuba okuthi angabe esekhetha uhlobo lwezindlela ezingabizi kakhulu, ngisho nangempi yentengo.
Izindleko - Ukwenza kahle ngaphandle kwekhwalithi yokuyekethisa
Esikhundleni sokumane usike amanani, izinhlobo kanye nabakhiqizi bangagxila kwizindleko - nokwenza kahle ukuthuthukisa ukuncintisana kwazo. Lokhu kungafaka izinqubo zokukhiqiza ezihambisa ukusakaza, ukunciphisa imfucuza, kanye nokwenza ngcono ukusebenza kahle kokuthengwa kwezidingo. Isibonelo, umenzi angasebenzisa izimiso zokukhiqiza ezilengayo ukuqeda izinyathelo ezingadingekile kwinqubo yokukhiqiza, ngaleyo ndlela anciphise izindleko zokukhiqiza.
Ngaphezu kwalokho, izinkampani zingahlola ezinye izinketho zokwakhiwa kwezinto zokusetshenziswa ngaphandle komhlatshelo. Ngokuxoxisana amadili angcono nabaphakeli noma ukuthola abahlinzeki abasha ezifundeni ezahlukahlukene, izinkampani zinganciphisa izindleko zabo ezibonakalayo. Kodwa-ke, kubalulekile ukuqinisekisa ukuthi noma yiziphi izindleko - izindlela zokusika azikuhleki ikhwalithi yomkhiqizo wokugcina.
Ukugcina
Isikhathi sePosi: Mar-12-2025