Bhegi rekutenga rakakosha here kana chigadzirwa chiri mubhegi chakakosha?Kune varidzi vemhando vakatarisana ne"Gen Z" - (vanhu vakaberekerwa muzera reInternet)bhizinesi, mhinduro yacho ingangove yekutanga.
Pane imwe nguva, bhegi rekutenga raingove rekuwedzera pakutenga: pasuru inoraswa ine pfupi-pfupi yekufambisa basa, uye nyore paruoko rwekushandisa masendi makumi mashanu kuti uwane rumbidzo yevatengi.
Nekudaro, sevadiki "Gen Z" vatengi vanokurumidza kuve simba guru, zvakanyanya uye zvakanyanyaFMCG-(Inokurumidza Kufamba Zvinhu Zvevatengi)mhando dzinoona kukwezva kwe "shopping bag marketing".
Shandisa masendi mashoma kumadhora mashoma nemutengo mudiki kwazvo, uye shandisa mafambiro evanhu vanofamba famba kuparadzira nyaya yemhando izere nekunetsana kwekuona mumigwagwa nemunzira dzeguta "mahara" -munzvimbo yekushambadzira yemhando,
pakutanga yaive yakashongedzerwa chete ne "kuvheneka" Mazuva ano, mabhegi avo ekutenga ari kufamba chinyararire kubva "kuseri kwezviratidziro kuenda kumberi", ichiva yekutanga "yekuziva yekupinda" kune vakawanda vanopfuura-nenzira kushandura mafeni muchiratidzo.
Semuyenzaniso, IKEA ndiye mutungamiri mukutengesa mabhegi ekushambadzira.Iri bhegi repurasitiki rakarukwa, iro pakutanga risina ruzivo uye rakachipa, rave "sarudzo yekutanga" yemadzimai epamba munharaunda dzakasiyana siyana kuti vatore zvinhu kana vachienda kunotenga muzvitoro zvikuru nekuda kwekushandiswa kwemavara "asina kujairika" uye masaizi akakura. .Kuburikidza nekuenderera mberi kwekushandisazve mabhegi ekutenga, mutengo wakaderera weIKEA wapa pfungwa yekuvepo kune huwandu hukuru hwevatengi vepakati-kati muEurope nekuUnited States.
Pane pfungwa ye "sando yekuona" mukutengesa dzidziso.Iyo inodaidzwa kuti sando yekuona ndeyekutaura nekupa iyo brand pfungwa, core values, nemisimboti yekugadzira yakatsanangurwa pakutanga mumutauro uye zvinyorwa kuburikidza nezvisiri zvekutaura (kazhinji zvinoonekwa) zvinoreva.
IKEA yakagara ichitsigira pfungwa ye "kuchengetedzwa kwezvakatipoteredza uye nyore" muhupenyu hwepamba.Iri bhegi regungwa-bhuruu, rinoshanda, rakakwirira-rakaoma rinoshandisa "zvinhu zvinoonekwa" zvakakodzera kuenzanisa marudzi ese emidziyo yepamba yeIKEA ine masitayera akasiyana kuita imwe."IKEA Style".
Gare gare, maitiro eIKEA akateedzerwa nemhando huru dzemhando dzakadai saGucci neChanel: logo inopenya yakadhindwa pabhegi rekurongedza, uye yakazununguka pamapfudzi evadikani vefashoni mumakwikwi akasiyana ebhizinesi.Iyi "post logo posture" modhi inoshandisa zvine hungwaru kusava nematuro kwehunhu uye inovhura basa rakatanhamara rebhegi rekutenga se "mobile ID card".
Nekukurumidza kusimukira kwemaindasitiri akasiyana, mhando dzakawanda dzakatanga kugadzira yakasarudzika mhando yekurongedza mifananidzo kuti iwane yakavharwa loop ye "shopping bag IP yekushambadzira"
LeLeCha-Chitsva chetii kubva kuChina.Mumakwikwi nemamwe marudzi etii, vatengi vakawanda vanokwezvwa kuti vabhadhare nekugara vachivandudza mabhegi ekutenga ekugadzira.Lele Tea zvishoma nezvishoma yakagadzira yayo yekutanga IP simba nekubatanidza hutsika hunhu hwenzvimbo dzakasiyana dzeChina uye kubatana-branding nemamwe mabhureki.
Vanhu vanotsamira pazvipfeko uye runako rwunotsamira pakuzora kwakajeka.Izvi zvakafanana kune marudzi ese ezvigadzirwa.Kunze kwemhando yakanaka, ivo vanofanirwawo kuve nekurongedza kwakanaka.Kunyanya munguva yemhando, mabhegi ekutenga anewo kugona kuvandudza ruzivo rwemhando uye Basa rekuwedzera kukosha.Zvinogona kufungidzirwa kuti munguva yemazuva ano ehupfumi hwezvinhu, apo mutengi wekupedzisira ari kusarudza chigadzirwa, haazongotarisi kune chigadzirwa, asiwo anoteerera kunze kwekuputira kwechigadzirwa.Iyo yakasarudzika uye inobata ziso chigadzirwa bhegi kana Packaging, pamusoro pekuwedzera kutengesa, inogona zvakare kuwedzera kukosha kwezvinhu kakawanda, ichibvumira vatengi kuumba kutsamira kwemhando uye kunamatira kwemushandisi.
Nguva yekutumira: Nov-28-2021