1 Idatha Enkulu
Imboni yezingubo iyibhizinisi eliyinkimbinkimbi, ngokungafani nezinye izimboni ezithuthukisa umkhiqizo omusha bese ziwuthengisa iminyaka; Uhlobo olujwayelekile lwemfashini ludinga ukuthuthukisa amakhulu emikhiqizo njalo ngesizini, ngamamodeli nemibala ehlukene, futhi luthengise ezifundeni ezahlukene. Njengoba ubunzima bemboni bukhula, idatha enkulu iba yinto ebaluleke kakhulu. Ukusetshenziswa nokulawulwa kwedatha enkulu kubaluleke kakhulu embonini yezingubo zomkhiqizo. Ukuhlaziywa kokuthengisa akugcini nje ngokukhawulelwa ekuqoqweni kwedatha yokuthengisa ebanzi yendabuko, kodwa futhi kuhlanganisa idatha eminingi efana nokuqoshwa kwamavidiyo, ukuqoshwa komsindo, amarekhodi okuthengiselana, kanye nokuqoshwa kwesiqondiso sokuthenga, kanti i-KPI nayo inemininingwane eminingi. Ubani onezinsizakusebenza zomsebenzisi ezinembile kakhulu, ngubani ozothatha amathuba amaningi emakethe. Isitolo izizukulwane ezintathu siba esedlule,izitolo ezidumile'umgibelisukugeleza akuseyona yodwa.
Ubunzima:
Enye yezinkinga nge-big data njengamanje ukuthi kumane nje kuyiziqubulo. Inkampani ngayinye yezingubo zomkhiqizo ibheka ukubaluleka kwayo, iyayinaka, kodwa ukungena kunzima ukuyithola. Ezinye izinkampani kulula ukuzakha, kodwa ukusebenza kahle kubiza kakhulu. Iminyango yokuthengisa imatasa kakhulu ibhekene ne-KPI, futhi imfundiso/ukuziphatha okusemthethweni kuyabusa.
2 Abathengi baqoqa izitolo
Izinga lesiteshi semboni yezingubo licindezelwe kakhulu, uchungechunge oluvela efektri kuya kumthengi luzofinyezwa ngokungenamkhawulo, futhi imodeli yezingubo ezenziwe ngokwezifiso ze-C2M izokhuphuka ngokuzumayo. Okuphezulu kuwuguquko lwefektri kumthengi, kanti okuphansi kuwukuhlasela okuphindiselayo kwesitolo sokuqoqa impahla somthengi!
Umzabalazo wamandla amabili, umuntu ophakathi usekhona, kodwa lapho enamandla kakhulu, kulapho eba mkhulu khonakuhle kakhuluLolu ushintsho oluhlelekile olulethwe yimakethe kanye nesidingo sabathengi. Isitolo sokuqoqa izinto eziningi, isigaba esigcwele, isitolo sokuqoqa izinto esisodwa, singahlangabezana nezidingo zokuthenga okuningi, ngomsebenzi wokukhulisa isitolo sokuqoqa izinto zesikhulumi, umuzwa oqinile wesipiliyoni sesitolo sokuqoqa izinto zendlela yokuphila, okubonisa umfutho omuhle wentuthuko.
3 UmlandelisUkumaketha
Isikhathi sokuhlangenwe nakho kwamakhasimende siyeza, futhi abaphathi bangabalandeli! Izinkampani zezingubo ezingaqoqi abalandeli ngeke zikwazi ukwenza lutho. Labo abazuza “emnothweni wabalandeli” bahlanganisaI-JNBY, uhlobo olukhulu kakhulu lwezingubo zomklami ezweni. Ukuthengiswa kwezimpahla okunikelwe yiI-JNBYAmalungu enza okungaphezu kwengxenye yenani eliphelele lokuthengiswa kwezitolo, futhi uhlelo oluphelele lwabalandeli lubhekwa njengamandla amakhulu okukhuthaza ukukhula kweI-JNBYukusebenza. Esinye isibonelo yindaba yezingubo zaseTaobao. Umklami wemfashini, othathe ividiyo ethengisa izingubo ngqo, angagxumela ekuthengisweni kweTaobao.
Lokhu kuyisimo esijwayelekile sokukhipha amanzi kusuka eTiktok, iTiktok inomsebenzi: isibonisi sefasitela lezimpahla, okungukuthi, ingaxhunywa ngqo neTaobao. ITiktok iyindawo yemvelo yokuheha ithrafikhi, futhi iTaobao ingasetshenziswa njengesikhundla sokuhweba.
4 Umongo Owenziwe Ngokwezifiso
Isikhathi sokumaketha komkhiqizo akusikho nje ukuthengisa imikhiqizo, kodwa futhi nokuxoxa izindaba nokuthengisa isiko.
Isibonelo, uMaxrieny noSaraWu-ong (uKevinWUnkosikazi ka-ong), obelokhu ethanda izindaba zezinganekwane kusukela ebuntwaneni, usekelwe emaphusheni anjalo. Njengomqondisi wokuklama we-MAXRIENY, waqala ukwenza uhlobo lwe-MAXRIENY lube nesimo esifana nesasekuqaleni, futhi wasebenzisa ipeni elikhazimulayo ukuchaza umqondo wemfashini ohlukile, okwenza uhlobo lwe-MAXRIENY lube namandla futhi lube ngolwezifiso. “Cabanga ukuthi impilo iyinqaba, futhi wonke owesifazane uyindlovukazi yempilo yakhe, edinga ukuziqhenya nokuzithanda okungenasisekelo, ubulili kanye nokuvuleleka… U-MAXRIENY ukholelwa emoyeni wokuklama, kungenxa yephupho elincane, inkantolo encane, umqondo wobuciko obukhumbula isikhathi esidlule, ukwakha inqaba eyimfihlo edolobheni yezindlovukazi ezisencane……” — USara Wong, Umqondisi Wokuklama, MAXRIENY
I-MAXRIENY ihola ekuhlangenwe nakho kwendawo, ine-IP ezimele, futhi isitayela sokuhlobisa sesitolo ngasinye sifana nokuba sezweni lenkantolo yamaphupho. I-MAXRIENY yenze ngokukhethekile "uhambo olukhulu lwe-Fantasy Castle National", njengezigcawu zika-Alice in Wonderland ezibuyiselwe eqinisweni, inqaba yaseYurophu, ingadi yangemuva eyimfihlakalo, isikebhe somlingo wamafu, ulwandle lwezimbali zomculo, incwadi yomlingo wamaphupho, ama-elf olimi lwasekwindla….. Yindawo ephelele yabesifazane basemadolobheni ukuthatha izithombe. I-MAXRIENY igcizelela kakhulu izici zokuhlangenwe nakho kwabathengi, futhi izimo ezenzelwe wena zinikeza abathengi isikhathi esiningi sokuhlala.
5 Isikali Sefektri
Ikhasimende likhulu, ifektri incane. “Manje ifektri yethu inabantu abangu-300 kuphela, okuyinto encane kakhulu kuneyabantu abangu-2,000 esikhathini esidlule.” Inkampani yezingubo eShenzhen ingcono ekuthengiseni nasekuklameni, futhi ezinye izingubo okwamanje zithunyelwa eJiangsu noma eWuhan. Izimboni ezincane zizizwa zikhululekile kakhudlwana, zinikeza abantu abaphethe isikhathi sokucabanga nokunquma ngezinto ezibaluleke kakhulu, njengokuthi bangazithuthukisa kanjani izinsizakalo ezengeziwe. Cishe zonke izimboni zokucubungula izingubo zasekhaya ziyancipha, amashumi ezinkulungwane zezimboni zokucubungula izingubo ziba izinkulungwane zabantu, amakhulu abantu akuyona into engavamile.
Iziteshi zokulethwa kwenethiwekhi ezi-6
UYang Donghao, i-CFO ye-Vipshop, ukhombe ukuthi umsila wemboni yezingubo uyinto evamile, izingubo ziwumkhiqizo owenziwe ngokwezifiso kakhulu, umjikelezo wazo kusukela ekwakhiweni kuya ekukhiqizweni kuya ekuxhumaneni kokuthengisa mude kakhulu, uvame ukufinyelela ezinyangeni eziyi-12, ngisho nezinyanga eziyi-18. Imboni enjalo izokhiqiza umphumela: akekho ongabikezela ngokunembile ukuthi zingaki amayunithi e-SKU ngayinye (iyunithi yesitoko esincane) yezingubo zomkhiqizo ezizothengiswa, okuzokhiqiza izimpahla zomsila ngokungenakugwenywa. Ngaphansi komkhuba we-Intanethi+, abathengi baba yimbangela yokuguqulwa kwamabhizinisi ezingubo zendabuko, okuletha lolu shintsho ngokungangabazeki yizingubo ezintsha ezinamanani abiza kakhulu ezitolo zendabuko, kanye nezingubo ezidumile ku-inthanethi kuzo zonke isaphulelo esingu-1 noma 2.
7. Ukumaketha kwamanye amazwe
Imikhiqizo yenza ukumaketha kwemingcele, enye yezidingo ukudala umsindo wemikhiqizo emisha noma izenzo ezintsha zomkhiqizo, okusho ukuthi insimu yokubambisana kungcono ukuba nezici ezisheshayo. Umkhakha wezingubo, njengoba sonke sazi, ungumkhakha oshintsha ngokushesha, okusho ukuthi unganikeza amathuba amaningi okumaketha kwemingcele. Ngesikhathi esifanayo, imboni yezingubo evuthiwe ingabambisana nemikhiqizo eminingi njengoboya benkomo, kodwa futhi ihlinzeka ngezinketho eziningi zemikhiqizo yemingcele. Ngesikhathi esifanayo, ngemikhiqizo yezingubo, edinga ukufaka izinto eziningi ezintsha njalo, ukubamba iqhaza ekubambisaneni kwemingcele kumane kuyinto enhle ethunyelwa emnyango wokuphefumulelwa. Ngale ndlela, izintshisekelo zemingcele zombili ziyafezwa. "Ngifuna ukuthengisa umbono wobuciko bemingcele kanye nezingubo." Uma kukhulunywa ngemingcele, "I-China-Chic"Igama elingukhiye elingenakubaleka kulo nyaka. Ukubaluleka kwalokhu kuhlangana akusikho nje kuphela imikhiqizo emibili ngokwayo, kodwa futhi nezindaba ezingemuva kwayo. Eminyakeni engama-30 eyedlule, i-People's Daily yashicilela imisebenzi ephumelele yeqoqo lophawu lwe-Li Ning, okuwukuvela kokuqala kwabezindaba kophawu lwe-Li Ning. Eminyakeni engama-30 kamuva, uLi Ning, owaziwa ngokuthi "ukukhanya kwezimpahla zesizwe", wethule imikhiqizo eminingi yemfashini ehlangene, ephrintiwe ezingutsheni ze-People's Daily, ukuze adale "umbiko" wangempela. Ukubonakala kabili ngesonto lemfashini lamazwe ngamazwe, uLi Ning waphenduka wabeka isithombe sakudala segama elifanayo nelithi "I-China-Chic", futhi ukuhlangana kwezindaba ezintsha ze-People's Daily kufana kakhulu nenhlanganisela yokuphula udonga olunobukhulu obuhlukahlukene."
8 Ukwenza ngokwezifiso
Kusukela ngo-2015, isidingo semakethe safinyelela ngaphezu kwezigidigidi eziyi-1, abantu abangama-70% eYurophu nase-United States basebenzisa izingubo ezenziwe ngokwezifiso zangasese, futhi lo mkhuba kanye nomkhuba kancane kancane kwathandwa eShayina. Njengamanje, imboni yezingubo zendabuko yaseShayina isifinyelele ophahleni lwentuthuko, ukufika kwesikhathi sobuchwepheshe bolwazi kuphule ophahleni lwemboni yezingubo zendabuko, futhi ubudlelwano phakathi kwabathengi, abakhiqizi kanye nemakethe yezingubo yonke buyahlelwa kabusha! Uhlelo olusha luyaqala kancane kancane: okungukuthi, uhlelo lokuhlinzeka ngezingubo ngokwezifiso olugxile kubathengi. Esikhathini esizayo, ukwenza ngokwezifiso kwangasese kuzoba yindlela entsha yokuphila yemfashini, futhi ukwenza ngokwezifiso komuntu siqu kuzoba ulwandle oluhlaza okwesibhakabhaka lwemakethe yezingubo! Abathengi abaningi ngokwengeziwe ngezidingo ezenziwe ngokwezifiso nezihlukanisiwe, ukuze ukwenza ngokwezifiso izingubo kube yindawo yokungena. Namuhla yisikhathi se-inthanethi, lesi sikhathi sishintshe ngqo imikhuba yokuphila yabantu kanye namaphethini okusetshenziswa, okwenza abathengi, imikhiqizo kanye namabhizinisi baveze umkhuba oxhumene, njengamanje, ukwenza ngokwezifiso izingubo ngokwezifiso nakho kuyizwe "le-inthanethi + ukwenza ngokwezifiso izingubo", izinhlobo zezingubo zendabuko ziyathuthuka ukuze zihlangabezane nezidingo ezenziwe ngokwezifiso zamakhasimende.
9 Ukwenza kube ngokwakho
Umbono ojwayelekile wamanje ukuthi umuzwa onamandla wokuklama nokwenza ngokwezifiso kuyigagasi lesikhathi esizayo. Yiqiniso, yonke ibhrendi yezingubo njalo ngesizini, kuzoba namamodeli athile ayisisekelo, lawa mamodeli ayisisekelo ahloselwe ukuhlangabezana nezidingo zalabo abangenazo izidingo eziphezulu zokuklama zabalandeli bomkhiqizo abavame ukuzigqoka. Izingubo zanamuhla zedolobha elikhulu, ikakhulukazi ekufuneni ezenzelwe wena, ngakho-ke ukwanda kwabaklami abaningi bokuqala eminyakeni yamuva. UMnu.UZhukanye noNkk Lin, abangabalingani kanye nomyeni nenkosikazi, basungula i-vmajor eminyakeni embalwa edlule ngemuva kokubuya ezifundweni zaphesheya kwezilwandle. Ukwehlukahlukana kuyindlela yesikhathi esizayo, abaklami bokuqala ngeke bahlale endaweni efanayo, futhi imikhiqizo eklanywe ngeke ibe nezimpawu ezicacile zesifunda. Isizukulwane ngemva kweminyaka yama-00 kanye nesizukulwane ngemva kwalokho90Ukuphishekela ukwenza ngokwezifiso kwenze imikhiqizo emincane yaphumelela kakhulu. Manje sekuyimikhiqizo ethandwayo, kulula ukucwila olwandle lomkhiqizo, kunzima ukugqama. Kulindeleke ukuthi kuzoba namamodeli amaningi anjalo esikhathini esizayo, okuzoba ngcono kakhulu ekusindeni kwemikhiqizo emincane.
Isikhathi sokuthunyelwe: Agasti-31-2023