1 Big Data
Indasitiri yembatya ibhizinesi rakaoma, kusiyana nemamwe maindasitiri anogadzira chigadzirwa chitsva uye achichitengesa kwemakore; Yakajairika fashoni brand inoda kuvandudza mazana ezvigadzirwa mwaka wega wega, mune akasiyana modhi uye mavara, uye kutengesa munzvimbo dzakasiyana. Sezvo kuoma kweindasitiri kunowedzera, data hombe inowedzera kukosha. Iko kushandiswa uye kutonga kwe data hombe kune kukosha kukuru kune indasitiri yezvipfeko zvemhando. Ongororo yezvekutengesa haina kungogumira kune yechinyakare yakakura yekutengesa data kuunganidza, asi zvakare inobatanidza data rakawanda senge mavhidhiyo kurekodha, marekodhi ekurekodha, marekodhi ekutengeserana, uye ekutenga ekutungamira zvinyorwa, uye KPI zvakare yakadzama. Ndiani ane zvimwe zviwanikwa zvemushandisi, anozotora mikana yakawanda yemusika. Chitoro zvizvarwa zvitatu zvinova zvekare,zvitoro zvakakurumbira' passengerskuyerera hakuchisiri kwega.
Matambudziko:
Rimwe rematambudziko ane data hombe izvozvi nderekuti angori masirogani. Imwe neimwe kambani yemhando yezvipfeko inokoshesa kukosha, inoteerera, asi musuwo wakaoma kuwana. Mamwe makambani ari nyore kuvaka, asi kushanda nesimba kunodhura zvakanyanya. Madhipatimendi ekutengesa akatobatikana kubata neKPI, uye dzidziso/formalism inokunda.
2 Vatengi vanounganidza chitoro
Iyo chiteshi chiteshi cheindasitiri yezvipfeko chakanyanya kudzvanywa, cheni kubva kufekitori kuenda kumutengi ichapfupikiswa zvisingaite, uye iyo C2M tsika yemhando yezvipfeko ichangoerekana yasimuka. Kumusoro ndiko kumukira kwefekitari kumutengi, uye zasi ndiko kurwiswa kwechitoro chekuunganidza chemutengi!
Kurwisana kwemasimba maviri, wepakati achiripo, asi ane simba ane simba, mukuru wachohukuru. Iyi ishanduko yehurongwa yakaunzwa nemusika uye kudiwa kwevatengi. Multi-brand, full category, one-stop collection store, inogona kusangana nezvinodiwa zvekutenga kwakawanda, ine incubation function yeplatform collection store, pfungwa yakasimba yeruzivo rwemararamiro ekuunganidza chitoro, ichiratidza kusimba kwakanaka kwebudiriro.
3 FansMarketing
Nguva yeruzivo rwevatengi iri kuuya, uye manejimendi mafani! Makambani ekupfeka asingaunganidzi mafeni haazokwanisi kuita chero chinhu. Vaya vanobatsirwa ne "fan economy" vanosanganisiraJNBY, rudzi rwembatya dzevagadziri mukurusa munyika. Kutengeswa kwezvitoro kunopihwa neJNBYnhengo dzinotora inopfuura hafu yehuwandu hwekutengesa kwekutengesa, uye iyo yakazara fan system inoonekwa seyakanyanya kutyaira simba rekukura kweJNBYperformance. Mumwe muenzaniso inyaya yezvipfeko zveTaobao. Mugadziri wemafashoni, akatora vhidhiyo achitengesa zvipfeko zvakananga, anogona kusvetukira kuTaobao kutengeserana.
Iyi ndiyo yakajairika kesi yekudonhedza kubva kuTiktok, Tiktok ine basa: commodity hwindo kuratidza, ndiko kuti, inogona kubatanidzwa zvakananga kuTaobao. Tiktok inzvimbo yakasikwa yekukwezva traffic, uye Taobao inogona kushandiswa senzvimbo yekutengesa.
4 Personalized Context
Nguva yekushambadzira kwemhando haisi kungotengesa zvigadzirwa, asiwo kutaura nyaya uye kutengesa tsika.
Somuenzaniso, MAXRIENY naSaraWpamwe (KevinWOng's mudzimai), uyo anoda ngano kubva paudiki, anobva pane zviroto zvakadaro. Sedhizaini dhizaini weMAXRIENY, akatanga kugadzira mhando yeMAXRIENY ine embryonic fomu, uye nekushandisa peni inopenya kuratidza yakasarudzika fashoni pfungwa, zvichiita kuti mhando yeMAXRIENY iwedzere kusimba uye kuve yakasarudzika. “Fungidzira kuti hupenyu inhare, uye mukadzi wese ndiye mambokadzi wehupenyu hwake, zvinoda kudada nekuzvida zvisina hunhu, hukama uye kubuda pachena… zvishoma zvenostalgic hunyanzvi pfungwa, kuvaka nhare yakavanzika muguta yemambokadzi vechidiki……” - Sara Wong, Dhizaini Director, MAXRIENY
MAXRIENY inotungamira mune chiitiko chiitiko, ine yakazvimirira IP, uye yekushongedza dhizaini yechitoro chimwe nechimwe yakafanana nekuve munyika yekufungidzira. MAXRIENY akanyatso gadzira iyo "Fantasy Castle National yakakura-kushanya", sezvakangoita Alice muWonderland zvimiro zvakadzoserwa kuchokwadi, European castle, zvisinganzwisisike kumashure gadheni, cloud magic boat, mimhanzi yemaruva gungwa, fantasy magic book, autumn language elves….. nzvimbo yakakwana yevakadzi vemudhorobha kutora mafoto. MAXRIENY inoisa zvakanyanya kukoshesa pane ruzivo rwevatengi, uye mamiriro emunhu anopa vatengi nguva yekugara.
5 Factory Scale
Mutengi mukuru, fekitari idiki. "Iye zvino fekitari yedu ine vanhu mazana matatu chete, iyo idiki pane vanhu zviuru zviviri munguva yakapfuura." Kambani yembatya muShenzhen iri nani pakutengesa uye dhizaini, uye dzimwe mbatya parizvino dzakaendeswa kunze kuJiangsu kana Wuhan. Mafekitari madiki anonzwa akasununguka, achipa vanhu vanotungamira nguva yekufunga uye kusarudza pazvinhu zvakakosha, senzira yekuvandudza masevhisi akawedzerwa. Anenge ese mafekitori ekugadzira zvipfeko epamba ari kuderera, makumi ezviuru zvezvipfeko zvekugadzira zvipfeko muzviuru zvevanhu, mazana evanhu haasi mashoma.
6 Network kuendesa nzira
Yang Donghao, CFO weVipshop, akataura kuti muswe weindasitiri yezvipfeko chinhu chakajairika, zvipfeko chigadzirwa chakasarudzika, kutenderera kwacho kubva pakugadzira kusvika pakugadzira kuenda kune retail link kwakareba kwazvo, kazhinji kunosvika mwedzi gumi nemiviri, kunyange 18 mwedzi. Indasitiri yakadai inoburitsa mhedzisiro: hapana anogona kunyatsofanotaura kuti mangani mayunitsi ega ega SKU (minimum stock unit) yezvipfeko zvemhando achatengeswa, izvo zvinozoburitsa zvinhu zvemuswe. Pasi pemaitiro eInternet +, vatengi vari kuita simba rekushandura mabhizinesi ezvipfeko zvechinyakare, kuunza shanduko iyi pasina kupokana zvipfeko zvitsva nemitengo iri kuwedzera kudhura muzvitoro zvechinyakare, uye zvipfeko zvezita guru paInternet pane imwe neimwe 1. kana 2 discount.
7. Kushambadzira kwepamuganhu
Brands anoita kuyambuka-muganho kushambadzira, chimwe chezvinodikanwa kugadzira buzz yezvigadzirwa zvitsva kana zviito zvemhando nyowani, zvinoreva kuti munda wekubatana wakanyanya kuve nehunhu hwekare. Chikamu chezvipfeko, sezvatinoziva tese, iindasitiri inokurumidza kuchinja, izvo zvinoreva kuti inogona kupa mikana yakawanda yekuyambuka muganhu wekushambadzira. Panguva imwecheteyo, indasitiri yezvipfeko yakakura inogona kushandira pamwe nemhando dzakawanda semvere dzemhou, asi inopawo mamwe masarudzo emhando dzekuyambuka. Panguva imwecheteyo, kune zvipfeko zvezvipfeko, izvo zvinoda kupinza zvinhu zvakawanda zvitsva nguva dzose, kutora chikamu mukubatana kwemuganhu inongova chinhu chakanaka chinotumirwa kumusuwo wekufemerwa. Nenzira iyi, zvido zvekuyambuka mativi maviri zvinowanikwa. "Ndinoda kutengesa pfungwa yekuyambuka muganhu pamwe nembatya." Kana zvasvika pakuyambuka muganhu,”China-Chic” ndiro izwi rakakosha risingakwanise kutiza gore rino. Kukosha kweiyi crossover haisi iyo miviri miviri chete, asiwo nyaya dziri shure kwavo. Makore makumi matatu apfuura, People's Daily yakaburitsa mabasa akahwina eLi Ning brand brand kuunganidzwa, inova zvakare yekutanga midhiya kuratidzwa kweLi Ning brand brand. Makore makumi matatu gare gare, Li Ning, anozivikanwa se "chiedza chezvinhu zvenyika", akatanga nhamba yezvigadzirwa zvemafashoni zvakabatana, zvakadhindwa pazvipfeko zvePeople's Daily, kugadzira "chirevo" chaicho. Kuonekwa kaviri pasvondo remafashoni epasirese, Li Ning akatendeuka kuti aise mufananidzo wekare werimwe izwi rekuti "China-Chic", uye iyo crossover nePeople's Daily midhiya mitsva yakaita semusanganiswa wekupwanya madziro.
8 Kugadzirisa
Kare muna 2015, kudiwa kwemusika kwakasvika kupfuura bhiriyoni imwe, 70% yevanhu muEurope neUnited States vanoshandisa zvipfeko zvakagadzirirwa zvakagadzirirwa, uye maitiro aya uye maitiro zvishoma nezvishoma akakurumbira kuChina. Parizvino, indasitiri yembatya yechinyakare yekuChina yasvika padanho rebudiriro, kuuya kwenguva yeruzivo rwemichina yakatsemura sirin'i yeindasitiri yembatya yechinyakare, uye hukama pakati pevatengi, vagadziri uye musika wese wembatya uri kugadziridzwa! Iyo itsva sisitimu iri kutora chimiro zvishoma nezvishoma: ndiko kuti, yevatengi-yepakati pezvipfeko zvekugadzirisa dhizaini. Mune ramangwana, kugadziridzwa kwepachivande kuchava mararamiro matsva emufashoni, uye kugadzirisa kwemunhu kuchavawo gungwa rebhuruu remusika wembatya! Vatengi vanowedzera kune zvemunhu uye zvakapatsanurwa zvinodiwa, zvekuti kugadzirisa kwezvipfeko kwave mhepo. Nhasi inguva yeInternet, nguva ino yakanyatso shandura mararamiro evanhu uye maitiro ekushandisa, izvo zvinoita kuti vatengi, zvigadzirwa nemabhizinesi vauye nemaitiro akabatana, parizvino, kugadzirisa zvipfeko zvemunhu zvakare inyika ye "Internet + kupfeka zvipfeko", zvipfeko zvechinyakare. mabhureki ari kusimudzira kuti asangane nezvinodiwa zvevatengi.
9 Kuita munhu
Maonero emazuva ano makuru ndeekuti pfungwa yakasimba yekugadzira uye yemunhu mafungu eramangwana. Ehe, mhando yega yega yezvipfeko mwaka wega wega, pachave nemhando dzakakosha, idzi mhando dzekutanga ndedzekusangana nezvinodiwa nevaya vasina yakakwirira dhizaini zvinodiwa zveiyo mafeni mafeni vanowanzopfeka. Zvipfeko zvemazuva ano zveguta guru, zvakanyanya mukutsvaka munhu, saka kusimuka kwevakawanda vepakutanga vagadziri mumakore achangopfuura. Mr.Zhuuye Ms. Lin, vanobatana uye murume nemukadzi, vakavamba vmajor makore mashoma apfuura mushure mekudzoka kubva kuzvidzidzo zvemhiri kwemakungwa. Diversification ndiyo maitiro emangwana, vagadziri vepakutanga havazogara munzvimbo imwechete, uye zvigadzirwa zvakagadzirirwa hazvizove nezviratidzo zvedunhu. Chizvarwa chinotevera 00s uye chizvarwa chinotevera90s kutsvaga kwekuzvimiririra kwaita kuti ma brand madiki awedzere kushanda. Iye zvino ita zvigadzirwa zvakakurumbira, zviri nyore kunyura mugungwa remhando, zvakaoma kumira kunze. Zvinotarisirwa kuti pachava neakawanda uye akawanda emhando dzakadaro mune ramangwana, izvo zvichange zvichinyanya kubatsira pakupona kwezvidiki zvidiki.
Nguva yekutumira: Aug-31-2023