Imikhiqizo yokunethezeka e-China idlula kanjani kulo bhubhane, nokuthi kungani amanye amazwe kufanele aqaphele

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Sekuyiminyaka, amabhrendi okunethezeka emhlabeni wonke bephuza ukusebenzisa idijithali.Kepha ubhubhane lusheshise inqubo, luphoqa abaningi ukuthi bajike futhi basungule ngesikhathi lapho inani elikhulu lokuthengiselana lenzeka ngedijithali.Ngenkathi amanye amabhrendi okunethezeka asafaka izinzwane zawo kwezentengiselwano, ucwaningo oluhle yilokho okwenzeka eShayina—izwe elihamba phambili kunamanye ekwenziweni kwedijithali komkhakha wokunethezeka.
Sisanda kuxoxa no-Iris Chan, uzakwethu kanye nenhloko yezokuthuthukiswa kwamakhasimende emhlabeni jikelele kwa-Digital Luxury Group (DLG), mayelana nokuthi izinkampani zikanokusho emhlabeni wonke zingafundani ekuguqukeni kwedijithali kwase-China.

Ngabe lolu bhubhane lube nomthelela kanjani embonini yezimpahla zikanokusho eChina?

Ukusetshenziswa kwezimpahla zikanokusho e-China sekungene ekhaya.Imikhiqizo eminingi igxile ekwandiseni izinyathelo zabo nemisebenzi ezindaweni ezifana nezindawo zokuvakasha zasekhaya nezindawo ezingenamsebenzi.Futhi sibona imikhiqizo eminingi ilethwa emakethe kucatshangwa ngaleyo makethe ethile, esikhundleni sokuba izengezo.
Kubalulekile ukuthi abathengisi balungele futhi basheshe, hhayi nje ngengqalasizinda yabo yedijithali kanye ne-ecosystem, kodwa futhi nangamandla okuthengisa kanye nabasebenzi abahamba nabo.Njengamanje e-China, isizukulwane esisha sibonisa amandla aso okuthenga, futhi siyazi ukuthi labo bathengi bazoqhubeka nokufaka isandla emakethe yokunethezeka lapho, nasemhlabeni wonke.Ngakho-ke, kubalulekile ukuqonda ukuthi bathenga kanjani, nendlela engcono kakhulu yokufinyelela nokuxhumana nayo.Amabhrendi kufanele abe nokudala okwengeziwe futhi athole izinkundla ezintsha noma amafomethi okuqinisa lokho kuhlanganyela.

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Njengoba izinkundla ezinkulu ze-ecommerce, okuhlanganisa i-Tmall ye-Alibaba ne-JD.com, bhalisa ezinye izinhlobo zohlobo oluphambili, ingabe ukuthengiswa kwezimpahla zikanokusho ku-inthanethi kufinyelele endaweni yokushintshashintsha e-China?

Ubona amabhrendi amaningi, njengoCartier noma uVacheron Constantin, egxuma ebhodini.UCartier ujoyine i-Tmall ngonyaka nje odlule.Vele, uCartier ubekade enza izinhlelo ze-WeChat Mini, ngakho-ke akuyona into entsha esikhaleni se-ecommerce.Kodwa ngokusobala i-Tmall iwuhlobo oluhlukile lwesinyathelo inqwaba yemikhiqizo ewubukhazikhazi obungeke icabange [ukusithatha].
Sisesezigabeni zokuqala zalokhu, futhi empeleni kunesikhala esiningi sokuthi izimpahla zikanokusho ziqhubeke nokuthuthuka ngokuya ngokuthi zizokwenzani ezimakethe ezinkulu njenge-JD.com ne-Tmall.Esikubonayo manje ukuthi amabhrendi enza izinto ukuthuthukisa umuzwa usuwonke.Isibonelo, kukhona ukuzizwisa okuthuthukisiwe “ngesitezi sesibili” sika-Tmall, isici esinikeza ukuzizwisa okunwetshiwe kanye nobudlelwano obunegama elikhethekile kumalungu.
Ungathola ulwazi ku-inthanethi oludlula ikhasi lomkhiqizo noma isitolo sangaphambili, futhi sesiqala ukuvela nakakhulu.Onyakeni odlule, sibone inani lemikhiqizo endaweni yobuhle besebenzisa ulwazi lwedijithali oluthe xaxa njengobuchwepheshe be-augmented reality (AR), kanye nezikhala ze-3D, ukuze kufinyelelwe abantu abangakwazi ngempela ukuya esitini-futhi- indawo yodaka.Kodwa akuwona wonke uhlobo olukhona okwamanje, futhi abaningi basahlola futhi bafunda.

Ukuthengisa kwe-Omnichannel kukhule kakhulu ezinyangeni ezimbalwa ezedlule.Ngabe abakhangisi bemikhiqizo yokunethezeka e-China basondela kanjani kuyo?

Ukusheshisa kokuthengiswa kwama-omnichannel yinto esiyibona emhlabeni wonke, kodwa e-China, iyinkimbinkimbi kakhulu.Abathengi bahlakaniphe kakhulu ekusebenziseni nasekusebenziseni ubuchwepheshe obuvumela ukubonisana nomuntu oyedwa nemikhiqizo, ebengeke babuthole kusukela ekuzizwiseni kwesitolo.
Thatha i-WeChat, ngokwesibonelo.Inqwaba yabeluleki bobuhle, kanye nemikhiqizo ewubukhazikhazi, bakwazile ukuthengisa ngenkundla ngaphakathi kwesilungiselelo somuntu oyedwa noma ingxoxo yeqembu yangasese.Futhi ku-WeChat, ukhuluma neqembu labathengi abalandele umkhiqizo wakho futhi bafuna wena, ngakho-ke ukhuluma ngokusondelene kakhulu.Ukuguquguquka kwaleyo nkundla kukuvumela ukuthi ube nokunye ukuxhumana phakathi nokukodwa, kodwa ube ugxile kumkhiqizo.Ihlukile kwisitayela ongase ube naso ekusakazeni bukhoma kwe-Tmall, okufinyelela izethameli eziningi.
Konke kutholakala kalula.Thatha into elula njengokubhuka i-aphoyintimenti ku-inthanethi.Lapho ubhukha i-aphoyintimenti noBurberry, ungakhetha igumbi elifanele elinetimu elenzelwe ukunambitha kwakho.Futhi ukunikezwa kukaBurberry thenga ku-inthanethi, thatha izinketho ezisesitolo, okuyinto izinhlobo eziningi eziqala ukuzenza.Imikhiqizo idinga ukuqaphela ukuthi kungani abantu befuna ukuba ngaphakathi kwezitolo zabo—kungaba ukuze kube lula, ukuze bathathe okuthile ngokushesha, noma ukuze bazibonele ngokwabo.

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Imaphi amapulatifomu edijithali abathengisi bakanokusho e-China abancike kuwo njengamanje?

Okwezentengiselwano, i-JD.com, Tmall, kanye Nezinhlelo Ezincane ze-WeChat ziyafika engqondweni.Mayelana nezenhlalo, i-Weibo ne-WeChat, kanye ne-Little Red Book (eyaziwa nangokuthi i-Red noma i-Xiaohongshu) kanye ne-Douyin, okuyi-TikTok e-US.I-Bilibili iyinkundla yevidiyo ehamba phambili futhi ehlanganisa abantu abaningi, nokukhanga okwengeziwe.

Imithombo: emarketer.com


Isikhathi sokuthumela: Apr-02-2022