1 Idatha enkulu
Ishishini leempahla lishishini elinzima, ngokungafaniyo namanye amashishini aphuhlisa imveliso entsha kwaye ayithengise iminyaka; Uphawu oluqhelekileyo lwefashoni kufuneka luphuhlise amakhulu eemveliso kwixesha ngalinye, kwiimodeli ezahlukeneyo kunye nemibala, kwaye zithengise kwimimandla eyahlukeneyo. Njengoko ubunzima boshishino bukhula, idatha enkulu ibaluleke kakhulu. Ukusetyenziswa kunye nokulawulwa kwedatha enkulu kubaluleke kakhulu kwishishini lempahla ye-brand. Uhlalutyo lwentengiso alukhawulelwanga kuphela kwingqokelela yedatha yokuthengisa ebanzi, kodwa idibanisa idatha eninzi efana nokurekhoda kwevidiyo, ukurekhoda komsindo, iirekhodi zentengiselwano, kunye nokubhalwa kwesikhokelo sokuthenga, kwaye i-KPI nayo ichazwe ngakumbi. Ngubani onezixhobo ezichanekileyo zabasebenzisi, ngubani oza kuthatha amathuba amaninzi emarike. Ivenkile izizukulwana ezithathu iba lixesha elidlulileyo,iivenkile ezidumileyo' umkhwelisukuhamba akusekho kuphela.
Ubunzima:
Enye yeengxaki ngedatha enkulu ngoku kukuba zizilogeni nje. Inkampani nganye yempahla yokuthengisa igxininisa ukubaluleka kwayo, inika ingqalelo, kodwa ukungena kunzima ukukufumana. Ezinye iinkampani kulula ukuzakha, kodwa ukusebenza kakuhle kubiza kakhulu. Amasebe entengiso axakeke kakhulu esebenzisana ne-KPI, kwaye imfundiso/inkqubo esesikweni iyaqhuba.
2 Abathengi baqokelela ivenkile
Inqanaba lomjelo weshishini lempahla licinezeleke kakhulu, ikhonkco ukusuka kumzi-mveliso ukuya kumthengi liya kufinyezwa ngokungenasiphelo, kwaye imodeli yesiko le-C2M yempahla iya kuvuka ngokukhawuleza. Ukunyuka komsinga lutshintsho lwefektri ukuya kumthengi, kwaye ezantsi kukuhlaselwa kwevenkile yokuqokelela umthengi!
Umzabalazo wale mikhosi mibini, i-middleman isekhona, kodwa unamandla ngakumbi, inkulukakhulu. Olu lutshintsho lwenkqubo oluziswe yimarike kunye nemfuno yabathengi. I-Multi-brand, udidi olupheleleyo, ivenkile yokuqokelela i-one-stop, inokuhlangabezana neemfuno zokuthengwa kwezinto ezininzi, kunye nomsebenzi we-incubation we-platform yokuqokelela ivenkile, ingqiqo eqinile yamava esitolo sokuqokelela indlela yokuphila, ebonisa isantya esihle sophuhliso.
3 UmlandelisIntengiso
Ixesha lamava omthengi liyeza, kwaye abaphathi ngabalandeli! Iinkampani zeempahla ezingaqokeleli abalandeli aziyi kukwazi ukwenza nantoni na. Abo baxhamla "kuqoqosho lwabalandeli" baqukaJNBY, eyona mpahla inkulu yelizwe yomyili wempahla. Iintengiso zentengiso zibe negalelo nguJNBYamalungu akhawunti ngaphezu kwesiqingatha sentengiso zizonke, kwaye inkqubo fan epheleleyo ithathwa njengeyona nto iphambili yokuqhuba ukukhula kweJNBYukusebenza. Omnye umzekelo yimeko yempahla yaseTaobao. Umyili wefashoni, uthathe ividiyo ngokuthe ngqo ethengisa iimpahla, unokutsibela kwintengiselwano yaseTaobao.
Le yimeko eqhelekileyo yokukhupha amanzi ukusuka eTiktok, iTiktok inomsebenzi: umboniso wefestile yempahla, oko kukuthi, inokudityaniswa ngokuthe ngqo kwiTaobao. I-Tiktok yindawo yendalo yokutsala itrafikhi, kwaye iTaobao inokusetyenziswa njengendawo yokurhweba.
4 Umxholo olungiselelwe wena
Ixesha lentengiso ye-brand ayithengisi kuphela iimveliso, kodwa kwakhona ukuxelela amabali kunye nenkcubeko yokuthengisa.
Umzekelo, MAXRIENY noSaraWyena (KevinWOng's), othanda iintsomi ukususela ebuntwaneni, zisekelwe kumaphupha anjalo. Njengomlawuli woyilo we-MAXRIENY, waqala ukwenza uphawu lwe-MAXRIENY lube nefom ye-embryonic, kwaye usebenzise usiba oluqaqambileyo ukuchaza imvakalelo yefashoni eyahlukileyo, ukwenza uphawu lwe-MAXRIENY lube namandla ngakumbi kwaye lube lomntu. "Khawufane ucinge ukuba ubomi buyinqaba, kwaye wonke umfazi uyindlovukazi yobomi bakhe, efuna ukuzingca kunye nokuzingca, ubulili kunye nokuvuleleka ... Ubuncinci bengqondo yobugcisa, ukwakha inqaba eyimfihlo esixekweni kubafazi abancinci……” - USara Wong, uMlawuli woYilo, MAXRIENY
I-MAXRIENY ikhokela kumava e-scene, ine-IP ezimeleyo, kunye nesimbo sokuhombisa kwivenkile nganye kufana nokuba kwihlabathi lenkundla yefantasy. UMAXRIENY wenze ngokukhethekileyo "ukhenketho lweNqaba yeSizwe olukwinqanaba elikhulu", kanye njengoAlice eWonderland imiboniso ebuyiselwe kwinto yokwenyani, inqaba yaseYurophu, igadi engasemva engaqondakaliyo, isikhephe somlingo wamafu, ulwandle lweentyatyambo zomculo, incwadi yomlingo wefantasy, iielves zolwimi lwasekwindla….. indawo efanelekileyo yabasetyhini basezidolophini ukuthatha iifoto. I-MAXRIENY ibeka ugxininiso olungakumbi kwiimpawu zamava omthengi, kunye neemeko ezilungiselelwe umntu zinika abathengi ixesha elininzi lokuhlala.
5 Isikali seFactory
Umthengi mkhulu, umzi-mveliso mncinane. Ngoku umzi-mveliso wethu unabantu abangama-300 kuphela, abancinci kakhulu kunabantu abangama-2,000 ngaphambili. Inkampani yempahla e-Shenzhen ingcono ekuthengiseni nasekuyilweni, kwaye ezinye iimpahla ngoku zithunyelwa ngaphandle eJiangsu okanye eWuhan. Imizi-mveliso emincinci iziva ikhululekile, inika abantu abaphetheyo ixesha lokucinga baze bagqibe ngezinto ezibaluleke ngakumbi, ezifana nendlela yokuphucula iinkonzo ezongezelelekileyo. Phantse zonke iifektri zokulungiswa kwempahla yasekhaya ziyancipha, amashumi amawaka eemveliso zeempahla zokulungisa iimpahla zibe ngamawaka abantu, amakhulu abantu abanqabile.
6 Amajelo okuhanjiswa kwenethiwekhi
U-Yang Donghao, i-CFO ye-Vipshop, yabonisa ukuba umsila weshishini lempahla yinto eqhelekileyo, isambatho yimveliso eyenziwe ngumntu, umjikelo wayo ukusuka kuyilo ukuya kwimveliso ukuya kwikhonkco lokuthengisa elide kakhulu, uhlala ufikelela kwiinyanga ezili-12, nakwiinyanga ezili-18. Ishishini elinjalo liya kuvelisa umphumo: akukho mntu unokuqikelela ngokuchanekileyo ukuba zingaphi iiyunithi ze-SKU nganye (iyunithi yesitokhwe esincinci) yempahla ye-brand iya kuthengiswa, ngokuqinisekileyo iya kuvelisa iimpahla zomsila. Ngaphantsi kwendlela ye-Intanethi +, abathengi baba yeyona nto iqhuba inguqu yamashishini eempahla zesiNtu, ukuzisa olu tshintsho ngokungathandabuzekiyo iimpahla ezintsha ezinamaxabiso anyukayo kwiivenkile zemveli, kunye nempahla enegama elikhulu kwi-Intanethi kuyo yonke i-1. okanye 2 isaphulelo.
7. Ukuthengiswa kwemida
Iimveliso ziqhuba ukuthengiswa komda, enye yeemfuno kukudala i-buzz yemveliso emitsha okanye izenzo zophawu olutsha, oku kuthetha ukuba intsimi yentsebenziswano ingcono ukuba ibe neempawu ezikhawulezayo. Icandelo lempahla, njengoko sisazi sonke, lishishini elitshintsha ngokukhawuleza, nto leyo ethetha ukuba linokubonelela ngamathuba amaninzi okuthengisa ukuwela imida. Kwangaxeshanye, ishishini lempahla evuthiweyo linokusebenzisana neempawu ezininzi njengoboya benkomo, kodwa likwabonelela ngokhetho oluninzi lweempawu eziwela imida. Ngexesha elifanayo, kwiimpawu zempahla, ezifuna ukujova izinto ezininzi ezitsha rhoqo, ukuthatha inxaxheba kwintsebenziswano enqumla umda yinto nje enhle ethunyelwe kumnyango wokuphefumlelwa. Ngale ndlela, umdla wokuwela umda wamacala omabini uyafezekiswa. "Ndifuna ukuthengisa umbono wobugcisa obunqamleza imida kunye nempahla." Xa kufikwa kumba wokuwela umda,”China-Chic” lelona gama libalulekileyo elingenako ukubaleka kulo nyaka. Ukubaluleka kwale crossover akukona kuphela iimpawu ezimbini ngokwazo, kodwa kunye namabali emva kwabo. Kwiminyaka engama-30 eyadlulayo, iPeople's Daily yapapasha imisebenzi ephumeleleyo yengqokelela yophawu lwentengiso ye-Li Ning, ekwaluphawu lokuqala lwentengiso lwe-Li Ning kwimithombo yeendaba. Kwiminyaka eyi-30 kamva, u-Li Ning, owaziwa ngokuba "ukukhanya kwempahla yesizwe", uqalise inani leemveliso zefashoni ezidibeneyo, eziprintiweyo kwiingubo ze-People's Daily, ukudala "ingxelo" yangempela. Imiboniso emibini kwiveki yefashoni yamazwe ngamazwe, uLi Ning ujike wabeka umfanekiso oqhelekileyo wesithethantonye esithi “China-Chic", kunye ne-crossover ne-People's Daily media entsha ifana nendibaniselwano yokwaphula udonga olulinganayo.
8 Ukwenza ngokwezifiso
Kwangoko ngo-2015, imfuno yemarike ifikelele ngaphezu kwebhiliyoni enye, i-70% yabantu baseYurophu nase-United States basebenzisa iimpahla ezizimeleyo ezilungiselelweyo, kwaye lo mkhwa kunye nokuziphatha ngokuthe ngcembe zithandwa eChina. Okwangoku, imveliso yempahla yemveli yaseTshayina ifikelele kwisilingi yophuhliso, ukufika kwexesha letekhnoloji yolwazi kuqhekeze isilingi yeshishini lempahla yemveli, kwaye ubudlelwane phakathi kwabathengi, abavelisi kunye nemarike yonke yempahla iyalungiswa kwakhona! Inkqubo entsha ngokuthe ngcembe ithatha imilo: oko kukuthi, inkqubo yokubonelela ngempahla egxile kumthengi. Kwixesha elizayo, ukwenza ngokwezifiso kwabucala kuya kuba yindlela entsha yokuphila yefashoni, kwaye ukwenza ngokwezifiso kuya kuba lulwandle oluluhlaza kwintengiso yempahla! Abathengi ngakumbi nangakumbi kwiimfuno zomntu kunye nezahlulo, ukuze ukwenziwa kwempahla kube yinto yokuvula. Namhlanje lixesha le-Intanethi, eli xesha litshintshe ngokuthe ngqo indlela yokuphila yabantu kunye neepatheni zokusetyenziswa, nto leyo eyenza ukuba abathengi, iimveliso kunye namashishini abonise indlela edibeneyo, okwangoku, ukulungiswa kwempahla yobuqu ikwalihlabathi "lokwenza ngokwezifiso iimpahla ze-Intanethi +", iimpahla zemveli. iibrendi ziyaphuculwa ukuhlangabezana neemfuno zomntu ngamnye.
9 Ukwenza umntu
Imbono yangoku yesiqhelo yeyokuba ingqiqo eyomeleleyo yoyilo kunye nobuntu liza lekamva. Ngokuqinisekileyo, zonke iimpahla zokugqoka ngexesha lonyaka, kuya kubakho iimodeli ezisisiseko, ezi modeli zisisiseko zihlangabezana neemfuno zalabo abangenayo imfuneko yoyilo oluphezulu lwabalandeli be-brand badla ngokunxiba. Impahla yanamhlanje ye-metropolitan, ngakumbi ekusukeleni umntu, ngoko ukunyuka kwabaninzi abayili bokuqala kwiminyaka yamuva. Mr.Zhukunye noNksz Lin, abangamaqabane kunye nomyeni nomfazi, baseka i-vmajor kwiminyaka embalwa edlulileyo emva kokubuya kwizifundo zaphesheya. Ukwahlukahlukana kuyindlela yexesha elizayo, abayili bokuqala abayi kuhlala kwindawo enye, kwaye iimveliso eziyilwe aziyi kuba nemikhondo ecacileyo yengingqi. Isizukulwana emva koo-00 kunye nesizukulwana esilandelayo90Ukusukelana nobuntu kwenze ukuba iibrendi ezincinci zisebenze ngakumbi. Ngoku yenza iimveliso ezidumileyo, kulula ukuntywila kwi-brand yolwandle, kunzima ukuma. Kulindeleke ukuba kuya kubakho iimodeli ezinjalo ngakumbi kwixesha elizayo, eziya kuba luncedo ngakumbi ekusindeni kweempawu ezincinci.
Ixesha lokuposa: Aug-31-2023