1 Idatha Enkulu
Ishishini leempahla lishishini elintsonkothileyo, ngokungafaniyo namanye amashishini aphuhlisa imveliso entsha aze ayithengise iminyaka; Uphawu oluqhelekileyo lwefashoni kufuneka luphuhlise amakhulu eemveliso ngexesha ngalinye, kwiimodeli ezahlukeneyo kunye nemibala, kwaye luthengise kwiindawo ezahlukeneyo. Njengoko ubunzima boshishino bukhula, idatha enkulu iba yinto ebaluleke ngakumbi. Ukusetyenziswa nokulawulwa kwedatha enkulu kubaluleke kakhulu kwishishini leempahla zophawu. Uhlalutyo lokuthengisa alupheleli nje ekuqokeleleni idatha yokuthengisa ebanzi yendabuko, kodwa lukwadibanisa idatha emininzi efana neerekhodi zevidiyo, iirekhodi zeaudio, iirekhodi zentengiselwano, kunye nezikhokelo zokuthenga, kwaye i-KPI ikwaneenkcukacha ezingaphezulu. Ngubani onezixhobo zomsebenzisi ezichanekileyo ngakumbi, ngubani oza kuthatha amathuba amaninzi emarike. Ivenkile izizukulwana ezintathu iba lixesha elidlulileyo,iivenkile ezidumileyo'umkhwelisukuhamba akusekho kuphela.
Ubunzima:
Enye yeengxaki nge-big data okwangoku kukuba zizi-slogans nje. Inkampani nganye yempahla yophawu ibeka ukubaluleka kuyo, inike ingqalelo kuyo, kodwa ukungena kunzima ukuyifumana. Ezinye iinkampani kulula ukuzakha, kodwa ukusebenza kakuhle kubiza kakhulu. Amasebe okuthengisa axakeke kakhulu ejongene ne-KPI, kwaye imfundiso/i-formalism iyaphumelela.
2 Abathengi baqokelelana evenkileni
Inqanaba lomjelo weshishini lempahla lixinene kakhulu, uthotho oluvela kumzi-mveliso ukuya kumthengi luya kufinyezwa ngokungenasiphelo, kwaye imodeli yempahla eyenziwe ngokwezifiso ye-C2M iya kunyuka ngequbuliso. Ukunyuka komlambo luguquko lomzi-mveliso ukuya kumthengi, kwaye ukwehla komlambo kukuhlasela kwevenkile yokuqokelela impahla yomthengi!
Umzabalazo wamandla amabini, umntu ophakathi usekhona, kodwa okukhona enamandla ngakumbi, kokukhonakakhuluOlu lutshintsho olucwangcisiweyo olubangelwe yimfuno yemarike kunye nabathengi. Iibhrendi ezininzi, udidi olupheleleyo, ivenkile yokuqokelelwa kwezinto enye, inokuhlangabezana neemfuno zokuthenga izinto ezininzi, kunye nomsebenzi wokukhulisa ivenkile yokuqokelelwa kwezinto zeqonga, amava aqinileyo evenkile yokuqokelelwa kwezinto zendlela yokuphila, ebonisa uphuhliso oluhle.
3 UmlandelisIntengiso
Ixesha lamava abathengi liyeza, kwaye abaphathi ngabalandeli! Iinkampani zempahla ezingaqokeleli abalandeli aziyi kukwazi ukwenza nantoni na. Abo baxhamlayo "kuqoqosho lwabalandeli" baqukaJNBY, uphawu olukhulu lwempahla yabayili kweli lizwe. Intengiso ethengiswayo ibe negalelo yiJNBYAmalungu enza ngaphezulu kwesiqingatha sentengiso iyonke, kwaye inkqubo epheleleyo yabalandeli ithathwa njengeyona nto iphambili ekukhuleniJNBYukusebenza. Omnye umzekelo yimeko yempahla yaseTaobao. Umyili wefashoni, othathe ividiyo ethengisa impahla ngokuthe ngqo, unokungena kwiintengiselwano zaseTaobao.
Le yimeko eqhelekileyo yokukhupha amanzi esuka eTiktok, iTiktok inomsebenzi: umboniso wefestile yezinto ezithengiswayo, oko kukuthi, inokuqhagamshelwa ngqo kwiTaobao. ITiktok yindawo yendalo yokutsala abantu abaninzi, kwaye iTaobao ingasetyenziswa njengendawo yokurhweba.
4 Umxholo Owenzelwe Wena
Ixesha lokuthengisa ngebhrendi alipheleli nje ekuthengiseni iimveliso, kodwa likwabalisa amabali kunye nokuthengisa inkcubeko.
Umzekelo, uMaxrieny kunye noSaraWu-ong (uKevinWumfazi ka-ong), obethanda amabali eentsomi ukususela ebuntwaneni, asekelwe kumaphupha anjalo. Njengomlawuli woyilo lwe-MAXRIENY, waqala ukwenza uphawu lwe-MAXRIENY lube nomfanekiso ongaqhelekanga, kwaye wasebenzisa usiba oluqaqambileyo ukuchaza ingqiqo yefashoni eyahlukileyo, okwenza uphawu lwe-MAXRIENY lube namandla ngakumbi kwaye lube lolwenzelwe wena ngakumbi. “Khawucinge ukuba ubomi buyinqaba, kwaye wonke umfazi ungukumkanikazi wobomi bakhe, ofuna ukuzingca nokuzithanda ngokungenantlonelo, ubulili kunye nokuvuleleka… U-MAXRIENY ukholelwa kumoya woyilo, kungenxa yephupha elincinci, inkundla encinci, ingqiqo yobugcisa ekhumbulekayo, ukwakha inqaba eyimfihlo kwisixeko seekumkanikazi eziselula……” — USara Wong, Umlawuli woYilo, MAXRIENY
I-MAXRIENY ikhokela kumava emiboniso, ine-IP ezimeleyo, kwaye isitayile sokuhombisa sevenkile nganye sifana nokuba kwihlabathi lenkundla yamabali. I-MAXRIENY yenze ngokukodwa "uhambo olukhulu lweFantasy Castle National", njengemifanekiso ka-Alice in Wonderland ebuyiselwe kwinyani, inqaba yaseYurophu, igadi yangasemva eyimfihlakalo, isikhephe somlingo welifu, ulwandle lweentyatyambo zomculo, incwadi yomlingo wamabali, ii-elf zolwimi lwasekwindla….. Yindawo efanelekileyo yabasetyhini basezidolophini yokuthatha iifoto. I-MAXRIENY igxininisa ngakumbi kwiimpawu zamava abathengi, kwaye iimeko ezenzelwe wena zinika abathengi ixesha elininzi lokuhlala.
Isikali seFektri esi-5
Umthengi mkhulu, umzi-mveliso mncinci. “Ngoku umzi-mveliso wethu unabantu abangama-300 kuphela, nto leyo encinci kakhulu kuneyabantu abangama-2,000 ngaphambili.” Inkampani yempahla eShenzhen ingcono ekuthengiseni nasekuyileni, kwaye ezinye iimpahla okwangoku zithunyelwa eJiangsu okanye eWuhan. Iifektri ezincinci ziziva zikhululekile, zinika abantu abaphetheyo ixesha lokucinga nokwenza izigqibo ngezinto ezibaluleke ngakumbi, ezinje ngendlela yokuphucula iinkonzo ezongeziweyo. Phantse zonke iifektri zokucubungula iimpahla zasekhaya ziyancipha, amashumi amawaka eefektri zokucubungula iimpahla zibe ngamawaka abantu, amakhulu abantu ayinqabile.
Iindlela ezi-6 zokuhambisa inethiwekhi
UYang Donghao, i-CFO yeVipshop, ukhankanye ukuba umsila weshishini lempahla yinto eqhelekileyo, impahla yimveliso eyenzelwe wena, umjikelo wayo ukusuka kuyilo ukuya kwimveliso ukuya kwikhonkco lokuthengisa mide kakhulu, idla ngokufikelela kwiinyanga ezili-12, kwaneenyanga ezili-18. Ishishini elinjalo liya kuvelisa isiphumo: akukho mntu unokuqikelela ngokuchanekileyo ukuba zingaphi iiyunithi ze-SKU nganye (iyunithi yesitokhwe esincinci) sempahla yophawu eziya kuthengiswa, eziya kuvelisa iimpahla zesitokhwe. Phantsi komkhwa we-Intanethi+, abathengi baba ngamandla okuguqula amashishini empahla yendabuko, ukuzisa olu tshintsho ngokungathandabuzekiyo yimpahla entsha enamaxabiso abiza kakhulu kwiivenkile zemveli, kunye nempahla edumileyo kwi-Intanethi kwisaphulelo ngasinye se-1 okanye se-2.
7. Ukuthengisa kwamanye amazwe
Iibhrendi zenza ukuthengisa okungaphaya kwemida, enye yeemfuno kukudala ingxolo yeemveliso ezintsha okanye izenzo ezintsha zebhrendi, oko kuthetha ukuba intsimi yentsebenziswano ingcono ukuba neempawu ezikhawulezileyo. Icandelo leempahla, njengoko sonke sisazi, lishishini elitshintsha ngokukhawuleza, oko kuthetha ukuba linokubonelela ngamathuba amaninzi okuthengisa okungaphaya kwemida. Kwangaxeshanye, ishishini leempahla elikhulileyo linokusebenzisana neempawu ezininzi njengoboya benkomo, kodwa likwabonelela ngeendlela ezininzi zeempawu ezingaphaya kwemida. Kwangaxeshanye, kwiibhrendi zempahla, ekufuneka zifake izinto ezininzi ezintsha rhoqo, ukuthatha inxaxheba kwintsebenziswano yokunqumla imida yinto elungileyo ethunyelwa emnyango wokuphefumlelwa. Ngale ndlela, izilangazelelo zokunqumla imida zamacala omabini ziyafezekiswa. "Ndifuna ukuthengisa ingcamango yobugcisa obungaphaya kwemida kunye neempahla." Xa kufikwa kumda wokunqumla imida, "I-China-Chic"Ligama elingundoqo elingenakubaleka kulo nyaka. Ukubaluleka kwale crossover akukuphela nje kweempawu ezimbini ngokwazo, kodwa kunye namabali angasemva kwazo. Kwiminyaka engama-30 eyadlulayo, iPeople's Daily yapapasha imisebenzi ephumeleleyo yengqokelela yeempawu zorhwebo zeLi Ning, ekwayiyo yokuqala ukuvezwa kweempawu zorhwebo zeLi Ning kwimidiya. Kwiminyaka engama-30 kamva, uLi Ning, owaziwa ngokuba "lukukhanya kweempahla zesizwe", wasungula inani leemveliso zefashoni ezidibeneyo, eziprintiweyo kwiimpahla zePeople's Daily, ukuze enze "ingxelo" yokwenyani. Ukubonakala kabini kwiveki yefashoni yamazwe ngamazwe, uLi Ning wajika wabeka umfanekiso wesiqhelo wegama elifanayo elithi "I-China-Chic", kwaye ukudibana kweendaba ezintsha zePeople's Daily kufana nokudibanisa udonga olunemilinganiselo elinganayo."
8 Ukwenziwa ngokwezifiso
Kwangowama-2015, imfuno yemarike ifikelele ngaphezulu kwebhiliyoni enye, ama-70% abantu baseYurophu nase-United States basebenzisa iimpahla ezenziwe ngokwezifiso zabucala, kwaye le ndlela kunye nendlela ithandwa kancinci eTshayina. Okwangoku, ishishini leempahla zemveli laseTshayina lifikelele kwinqanaba lophuhliso, ukufika kwexesha lobuchwepheshe bolwazi kuqhekeze uphahla lweshishini leempahla zemveli, kwaye ubudlelwane phakathi kwabathengi, abavelisi kunye nemarike yempahla yonke buyahlengahlengiswa! Inkqubo entsha ithatha imo kancinci kancinci: oko kukuthi, inkqubo yokubonelela ngempahla yokwenza ngokwezifiso egxile kubathengi. Kwixesha elizayo, ukwenza ngokwezifiso kwabucala kuya kuba yindlela entsha yokuphila yefashoni, kwaye ukwenza ngokwezifiso ngokwezifiso kuya kuba lulwandle oluluhlaza lwemarike yempahla! Abathengi abaninzi ngakumbi kwiimfuno ezenziwe ngokwezifiso nezahlukileyo, ngoko ke ukwenza ngokwezifiso iimpahla kube yindawo yokungena. Namhlanje lixesha le-Intanethi, eli xesha litshintshe ngokuthe ngqo imikhwa yokuphila yabantu kunye neendlela zokusebenzisa, nto leyo eyenza abathengi, iimveliso kunye namashishini abonise umkhwa odibeneyo, okwangoku, ukwenza ngokwezifiso iimpahla ezenziwe ngokwezifiso kukwalihlabathi "le-Intanethi + yokwenza ngokwezifiso iimpahla", iimpawu zempahla zemveli ziyaphucuka ukuze zihlangabezane neemfuno ezenziwe ngokwezifiso zabathengi.
9 Ukwenziwa ngokwezifiso
Imbono eqhelekileyo yangoku kukuba ingqiqo enamandla yoyilo kunye nokuzenzela izinto ngokweemfuno zekamva. Kakade ke, zonke iimpawu zempahla ngexesha lonyaka, kuya kubakho iimodeli ezisisiseko, ezi modeli zisisiseko ukuhlangabezana neemfuno zabo bangenazo iimfuno eziphezulu zoyilo ezinxitywa ngabalandeli bophawu. Iimpahla zedolophu zanamhlanje, ngakumbi ekufuneni ezenzelwe wena, ngoko ke ukwanda kwabayili abaninzi bokuqala kwiminyaka yakutshanje. UMnu.UZhukunye noNksz Lin, abangamaqabane kunye nomyeni nomfazi, basungula i-vmajor kwiminyaka embalwa eyadlulayo emva kokubuya kwizifundo zaphesheya. Ukwahlukahlukana yindlela yexesha elizayo, abayili bokuqala abayi kuhlala kwindawo enye, kwaye iimveliso eziyiliweyo aziyi kuba neempawu ezibonakalayo zengingqi. Isizukulwana emva kweminyaka yoo-00 kunye nesizukulwana emva90Ukuzama ukwenza iimveliso zakho zibe zezakho kwenze iimveliso ezincinci zanda ngakumbi. Ngoku sele zithandwa kakhulu, kulula ukuzitshonisa kulwandle lophawu, kunzima ukugqama. Kulindeleke ukuba kubekho ezinye iimodeli ezinjalo kwixesha elizayo, eziya kuba luncedo ngakumbi ekusindeni kweemveliso ezincinci.
Ixesha lokuthumela: Agasti-31-2023