"Ubugcisa beMfazwe" Amacebo oMkhosi yindlela elandelayo yokuBamba iMarike

Ubugcisa bemfazwe

Ukhuphiswano lwabathengisi lukhohlakele kwezi ntsuku. Ngabadlali abakhulu abanjengoAmazon abalawula i-e-commerce, iinkampani ezininzi ziyasokola ukuqinisa indawo yazo kwintengiso. Abathengisi abaziintloko kwiinkampani eziphambili ze-e-commerce zehlabathi abahlali ecaleni nje ngethemba lokuba iimveliso zabo ziya kufumana ukubambeka. Basebenzisa Ubugcisa bemfazwe amaqhinga omkhosi kunye namaqhinga okutyhala iimveliso zabo phambi kotshaba. Makhe sixoxe ngokuba lisetyenziswa njani eli qhinga ukubamba iimarike…

Ngelixa iimveliso ezibalaseleyo zihlala zityala ixesha elininzi kunye nezixhobo kwimithombo emikhulu yezithuthi ezinje ngeGoogle, Facebook nakwezinye iiwebhusayithi ezinkulu ezibandakanyekayo, abatsha abangena kwindawo yokuthengisa banokuziva belinganiselwe kukhetho xa bezama ukwandisa isabelo sabo sentengiso. Le mijelo ikhuphisana kakhulu, kwaye ke kuyabiza ukubandakanyeka nayo nangayiphi na indlela enentsingiselo.

Nangona kunjalo, ukuba basondela kwimarike ngesicwangciso-qhinga somkhosi, banokutyala imali kwiibhloko ezizodwa nakwiiwebhusayithi ze-niche ekujoliswe kuzo, lonke eli xesha besebenzisa abachaphazeli ekujoliswe kubo. Isicwangciso-qhinga sivumela oko kwakusakuba kuku amancinane inkampani ukukhulisa ngokufanelekileyo ulwazi lwebrand kunye nokukhulisa ingeniso. Ukuphuhliswa kokukhula kunye nokwazisa ngophawu kuya kubaboleka abo bangenayo kwimakethi, ngokuthe chu ukuphuhlisa amandla okuthatha iimveliso ezibalaseleyo kwintengiso ephezulu nakwiipulatifomu zentengiso.

Kubaluleke kakhulu ngoku, kunanini na ngaphambili, ukugxila kukhuphiswano. Ukhuphiswano luyingozi kwaye luhlala luvela, ikakhulu kuba izithintelo ekungeneni kwintengiso ye-Intanethi zincinci. Kodwa oku kunokujongwa njengethuba. Iinkampani ezininzi ezinkulu zebhokisi yeebhokisi aziqapheli kude kube semva kwexesha lokuba i-scrappy, entsha-to-market underdog ithathe indawo ephambili kwi-intanethi. Ezi Ngaphantsi ingangowona mthombo uphambili wokhuphiswano kwii-titans zeshishini kwisithuba seminyaka embalwa.

Iqale njani lento?

Ithagethi xa kuthelekiswa neWalmart ngumzekelo ophambili wempembelelo enokubakho kwisicwangciso somkhosi. Ngama-90s, iWalmart yayingenaloyiko lokuba iThagethi yayinakho ukuthatha abathengi kude nabo. Unyawo lweWalmart ngelo xesha alunakuvumela iThagethi ukuba ikhuphisane. Nangona kunjalo, ekujoliswe kuko bekucwangcisiwe. Ithagethi yayisazi ekuphela kwendlela yokuqhubela phambili kwintengiso enkulu yebhokisi yokuthengisa yayikukugxila kwiindidi ezikhethiweyo abafuna ukulawula kuzo. Ngexesha, ithagethi yeba abathengi kwiWalmart ngokugxila kwiinkonzo zezemali nakumacandelo efashoni.

Isicwangciso-qhinga somkhosi waseflank sasebenza ngempumelelo kweminye imibutho eliqela, njengokukhokela kwivenkile ezilahlekileyo kubangeneleli abatsha abakwi-Intanethi kwii-80s kunye nee-90s. Iivenkile zesebe ekuqaleni zazithengisa ukhetho olukhulu lweefenitshala kunye nezinto zombane, kodwa iindleko zokugcina iimpahla evenkileni zaziphezulu, kwaye inzuzo abayenzileyo yayingeyiyo. Ke ngoko, iivenkile zaqala ukuthatha izinto ze-elektroniki kunye nefanitshala ezishelfini, kodwa bakufumanisa oku kukhokelela ekwehleni kwabathengi, okwagqibela kukhokelela ekwehleni kwintengiso. Ngakumbi nangakumbi abantu babeqonda amandla okuthenga kwi-Intanethi, evumela abatsha ukuba bangene kwintengiso ukuba baphumelele ukuthengisa kwaye bathathe kwinto eyayisakuba yinkampani ye-e-commerce.

Oku kusebenza kwintengiso yedijithali ngendlela efanayo.

Ngoku nantoni na onokuyifumana inokufumaneka kwi-Intanethi. Ngelixa abathengisi abanjengoWalmart kunye neThagethi besabambe isabelo esikhulu kwindawo yentengiso, iinkampani zikufumanisa kunzima ngakumbi kunangaphambili ukukhuphisana nentengiso ekwi-intanethi yabathengisi abancinci.

Ngoobani abanye bababulali bodidi?

Ukujonga ihempe zamadoda kuyindlela elungileyo yokuqonda indlela abathengisi abanobuchule abasebenzisa ngayo iinkampani zemithombo yeendaba ekujolise kuzo kakhulu ukuba bathengise ngaphezulu kweyona ndawo iphambili yevenkile. Kulula ukucinga ukuba iivenkile ezinje ngeMacy's, Nordstrom kunye neJCPenney zithengisa uninzi lwehempe zamadoda. Kodwa, iinkampani zempahla zamadoda zangoku njengeBonobos, iKlabhu yaseMonaco kunye ne-UNTUCKit ngokukhawuleza zityhalela indlela yazo kwintengiso.

Iinkampani esele zikhankanye iimpahla zamadoda zifumana ukubambeka kwimarike, ngakumbi kwiiblogi ezizodwa, ukuze kufikelelwe kubaphulaphuli abatsha, konke oko ngelixa kusenziwa intsebenziswano yamajelo eendaba ngaphandle kwebhokisi, kodwa iinkampani zemithombo yeendaba ephezulu. Umzekelo, i-UnTUCKit okwangoku kuphela kwenkampani yehempe yamadoda esebenzisa iBarstool Sports, inkampani yemidiya eye yazisa abantu abangaphezulu kwezigidi ezi-6 kwiwebhusayithi yeli gama kwiinyanga ezili-12 ezidlulileyo kuphela.

Ihempe zamadoda ayisiyiyo kuphela inqanaba apho eli qhinga ligcina liyinyani. Xa ujonga iimpahla zangaphantsi zabasetyhini, unokubona imikhwa efanayo xa iinkampani ezintsha zingena kwintengiso kwaye zikhuphisana ngokuchasene neNordstrom kunye neMacy's, abathengisi abaphezulu beempahla zangaphantsi zabasetyhini. Okwesithathu, uYandy, kunye noWarLively baphambukise ngaphezulu kwesigidi se-50 sabantu kude neempawu eziphambili kwiindawo zabo ngokwenza kakuhle kuFacebook. INordstrom ifumanise ukuba ukugcwala kwabo kunqabile emva kokuba i-ThirdLove iqale ukusebenzisa i-Cupofjo njengomthombo onamandla wezithuthi.

Inqaku eliphambili apha ngabangeneleli abatsha abakhuphisani nje kuphela, bayaphumelela ngokusebenzisa umahluko kwimithombo yezithuthi, kwaye bagxile kubuchwephesha bokujolisa ngqo kwiindawo apho abadlali bemveli abaninzi bengakhathaliyo ukuya, okanye bacothe kakhulu hlanganisa izixhobo.

Ngaba ibhokisi enkulu iya kuhlala?

Ngoku ukuba ingxaki sele ichongiwe, iivenkile zesebe kufuneka zikhusele ishishini labo ngokukhusela iindawo ezintathu eziphambili: umda, ukugcwala kwaye uphawu / ubudlelwane.

  1. Umda- Sukucinga nje ukuba abathengisi beebhokisi ezinkulu kuphela komthombo wokhuphiswano. Qonda ukuba ngawaphi amacandelo olawulo lwevenkile kunye nokuwagcina.
  2. Izithuthi- Yazi apho kugcwele khona ukugcwala kwindawo yakho kunye nendlela le traffic iguqula ngayo ibe ngumthengi. Ukwenza oku, sebenzisa izixhobo eziza kukunceda ukumisela amanyathelo anokulinganiswa ukuqhuba ukugcwala komgangatho ukwandisa imithombo ephezulu yokusebenza kwezithuthi.
  3. Ulwaziso lwebrand- Inkonzo yomthengi iyavela kwaye kuya kufuneka uguquke nayo. Kubaluleke kakhulu ukugcina igama elihle kubathengi. Iinkampani zihlala zifumana uninzi lwezinto ezintsha zenzeka xa uqonda okulindelweyo ngabathengi kunye nendlela ishishini lakho elihlangabezana ngayo nolindelo. Ukugcina kunye nenkonzo yakho yabathengi kubalulekile ekugcineni imeko kwintengiso.

Ukuqonda ngokupheleleyo ukuba ngoobani abakhuphisana nabo kuye kusiba nzima ngakumbi. Kubalulekile ukugcina ukhuphiswano ngenkuthalo ukuze ube nolwazi malunga neempawu ezivelayo kwindawo yakho yentengiso. Ukuze uphumelele kwi-2018, iimveliso ziya kufuneka zigcine kugxilwe kubo ukuba ngoobani abathengi babo kunye nendlela yokujolisa kubo, bonke besebenzisa iqhinga lomkhosi weplank.

Malunga neMfuno yokutsiba:

ImfunoJump yenza ukuba iinkampani ziphucule utyalo-mali lwazo kwintengiso ekwi-intanethi ngenjongo engazange yabonwa ngaphambili kunye nokuchaneka. Iqonga leenkampani eliphumelele amabhaso eTrafikhi yeLifu ™ lisebenzisa iithiyori ezintsonkothileyo (ubukrelekrele bokulinganisa) ukuhlalutya umthengi wokhuphiswano lwendalo. Iqonga ke libeka phambili izicwangciso zamanyathelo apho, njani kwaye nini ukutyala iidola zentengiso ukuqhuba ukugcwala kwabantu abafanelekileyo kumajelo, kukhokelela kubathengi abatsha kukhuphiswano ngqo.

Ingaba ucinga ntoni?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda indlela idatha yakho yokubhaliweyo isetyenziswe ngayo.