Iimveliso zodidi eTshayina zihamba njani kulo bhubhani, kwaye kutheni amanye amazwe kufuneka athathele ingqalelo

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Kangangeminyaka, iimveliso zodidi oluphezulu kwihlabathi ziye zacotha ukwamkela idijithali.Kodwa ubhubhane uye wayikhawulezisa inkqubo, enyanzela abaninzi ukuba bajikeleze kwaye benze izinto ezintsha ngexesha apho inani elikhulu lentengiselwano lenzeka ngedijithali.Ngelixa ezinye ii-brand zodidi zisafaka iinzwane zabo kwi-ecommerce, isifundo esilungileyo yinto eyenzekayo e-China-ilizwe elihamba phambili kunabanye kwidijithali yecandelo lobunewunewu.
Kutshanje sithethile no-Iris Chan, iqabane kunye nentloko yophuhliso lwabathengi bamazwe ngamazwe kwi-Digital Luxury Group (DLG), malunga nokuba yintoni enokufundwa ziimpawu zodidi lwehlabathi kwinguqu yedijithali yaseTshayina.

Ubhubhane ulichaphazele njani ishishini leempahla zodidi eTshayina?

Inkcitho yezinto zodidi eTshayina iye yasekhaya.Iibrendi ezingakumbi zigxile ekwandiseni umkhondo wazo kunye nemisebenzi kwiindawo ezinje ngeendawo zohambo lwasekhaya kunye neendawo ezingafuneki misebenzi.Kwaye sibona iimveliso ezininzi eziziswa kwintengiso kunye nentengiso ethile engqondweni, ngokuchasene nokongezwa.
Kubalulekile ukuba abathengisi balungele kwaye basebenze, kungekuphela nje ngeziseko zabo zedijithali kunye ne-ecosystem, kodwa kunye namandla okuthengisa kunye nabasebenzi abahamba nabo.Okwangoku e-China, isizukulwana esitsha sibonisa amandla aso okuthenga, kwaye siyazi ukuba abo bathengi baya kuqhubeka nokuba negalelo kwimarike yobunewunewu apho, nakwihlabathi jikelele.Ngaloo ndlela, kubalulekile ukuqonda indlela abathenga ngayo, kunye neyona ndlela ingcono yokufikelela kunye nokunxibelelana nayo.Iimpawu kufuneka zibe nobuchule ngakumbi kwaye zifumane amaqonga amatsha okanye iifomathi zokuxhasa olo thethathethwano.

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Njengamaqonga amakhulu e-ecommerce, kubandakanya i-Alibaba's Tmall kunye ne-JD.com, bhalisa iibrendi zodidi oluthe chatha, ngaba ukuthengiswa kweempahla zodidi oluphezulu kwi-Intanethi kufikelele kwindawo yokutshintsha eTshayina?

Ubona ezinye iibrendi, njengeCartier okanye iVacheron Constantin, xhuma ebhodini.UCartier ujoyine iTmall kunyaka nje odlulileyo.Ewe kunjalo, uCartier ebesenza iiNkqubo eziNcinane ze-WeChat, ke ayisiyonto intsha kwindawo ye-ecommerce.Kodwa i-Tmall ngokucacileyo luhlobo olwahlukileyo lwenyathelo apho uninzi lweempawu zodidi olungenakucinga [ukuluthatha].
Sisekumanqanaba okuqala oku, kwaye eneneni kukho indawo eninzi yeempahla zodidi oluphezulu ukuqhubeka nokuphuhlisa malunga nento abaza kuyenza kwiimarike ezinkulu ezifana ne-JD.com kunye ne-Tmall.Into esiyibonayo ngoku kukuba iibrendi zenza izinto zokuphucula amava ngokubanzi.Umzekelo, kukho amava awongeziweyo “ngomgangatho wesibini” ka-Tmall, into enika amava awandisiweyo kunye nobudlelwane obuphawulwe ngokukodwa kumalungu.
Unokufumana amava kwi-intanethi ahamba ngaphaya kwephepha lemveliso okanye umphambili wevenkile, kwaye aqala ukuvela ngakumbi.Kulo nyaka uphelileyo, sibone inani leebrendi kwindawo yobuhle zisebenzisa amava edijithali angakumbi njengetekhnoloji yokwenene eyongeziweyo (AR), kunye nezithuba ze-3D, ukufikelela kubantu abangakwaziyo ukungena kwisitena-kunye- indawo yodaka.Kodwa ayilulo lonke uhlobo olukhoyo okwangoku, kwaye uninzi lusavavanya kwaye lufunda.

Ukuthengisa kwe-Omnichannel kukhule kakhulu kwiinyanga ezimbalwa ezidlulileyo.Abathengisi beempawu zodidi eTshayina basondela njani kuyo?

Ukukhawulezisa ukuthengisa i-omnichannel yinto esiyibona kwihlabathi liphela, kodwa e-China, iphucukile ngakumbi.Abathengi banobuchule obungakumbi bokusebenzisa kunye nokwamkela itekhnoloji evumela uthethwano lomntu nomntu kunye neebhrendi, ebebengenakuzifumana ngenye indlela kumava asevenkileni.
Thatha i-WeChat, umzekelo.Uninzi lwabacebisi bobuhle, kunye neempawu zodidi oluphezulu, bakwazile ukuthengisa ngeqonga ngaphakathi kwendawo yokubeka umntu okanye incoko yeqela labucala.Kwaye kwi-WeChat, uthetha neqela labathengi abalandele ibhrendi yakho kwaye bakufuna, ngoko uthetha ngokusondeleyo ngakumbi.Ukuguquguquka kwelo qonga kukuvumela ukuba ubenonxibelelwano olungaphezulu kolunye ukuya kwelinye, ukanti ube ujolise kwibhrendi.Yahlukile kwisitayile onokuba naso kwi-Tmall livestream, efikelela kubaphulaphuli abaninzi.
Konke kuhla ukuze kube lula.Thatha into elula njengokubhukisha idinga kwi-intanethi.Xa ubhukisha idinga kunye noBurberry, unokukhetha igumbi elifanelekileyo elinemixholo elungiselelwe incasa yakho.Kwaye i-Burberry inikezela ngokuthenga kwi-intanethi, thatha iinketho zevenkile, apho ezininzi iimpawu ziqala ukuzenza.Iimveliso kufuneka zikhumbule ukuba kutheni abantu befuna ukuba ngaphakathi kweevenkile zabo-nokuba kube lula, ukuze bathathe into ngokukhawuleza, okanye ngamava omntu ngakumbi.

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Ngawaphi amaqonga edijithali abathengisi bobunewunewu baseTshayina abaxhomekeke kuwo ngoku?

Kurhwebo, iJD.com, Tmall, kunye neeNkqubo eziNcinane zeWeChat ziza engqondweni.Ngokuphathelele kwezentlalo, yi-Weibo kunye ne-WeChat, kunye neNcwadi encinci eBomvu (ekwabizwa ngokuba yiRed okanye i-Xiaohongshu) kunye ne-Douyin, eyi-TikTok e-US.IBilibili liqonga levidiyo elenza inkqubela phambili kwaye lifumana itrafikhi engakumbi, kunye nesibheno ngakumbi.

Imithombo: emarketer.com


Ixesha lokuposa: Apr-02-2022