IiNdlela ezisi-7 zokuziPhatha zabaThengi kwishishini lobuhle ngo-2023

Ishishini lobuhle belisoloko lilicandelo eliguqukayo nelivelisa izinto ezintsha, lisoloko liphuhla ukuze lihlangabezane neemfuno zabathengi. Ishishini libone utshintsho olukhulu kwindlela yokuziphatha yabathengi kwiminyaka yakutshanje, eqhutywa zizinto ezahlukeneyo ezinje ngemidiya yoluntu, iyantlukwano kunye nokubandakanywa, kunye nokuqonda impilo.

Ngokufika kwetekhnoloji kunye nokwanda kokuxhaphaka kokuthengwa kwe-intanethi, iimpawu zobuhle kufuneka zilungelelanise izicwangciso zazo ukuze zihlale zifanelekile kwindawo ehlala itshintsha yokuziphatha kwabathengi.

Eli nqaku liza kuphonononga ezinye zezona ndlela zibalulekileyo zokuziphatha kwabathengi kwishishini lobuhle kunye nokuba zithetha ukuthini kwiimpawu ezisebenza kwesi sithuba.

Isiqulatho
Isishwankathelo sokuziphatha kwabathengi kwishishini lobuhle
Zisi-7 iindlela zokuziphatha kwabathengi abasakhulayo
Amanyathelo alandelayo

Isishwankathelo sokuziphatha kwabathengi kwishishini lobuhle

Ishishini lobuhle lifikile kude ukusuka kwiintsuku zalo zokuqala zemigangatho yobuhle bemveli kunye nemveliso enyiniweyo yemveliso.

Imarike yangoku yehlabathi yobuhle kunye nokhathalelo lomntu kuqikelelwa ukuba ifikelele kwingeniso ye-US $ 571.10bn ngo-2023, ngesantya sokukhula sonyaka 3.80%. Elona candelo likhulu kushishino ukunyamekela, ukubala umthamo wemarike ye-US $ 253.30bn ngo-2023.

Iindlela zokuziphatha zabathengi zidlala indima ebalulekileyo kwinguquko yeshishini, kunye nemfuno ekhulayo yozinzo, ubandakanyo, iyantlukwano, kunye nokuchaza ngokutsha ubudoda.

Ngo-2023, kuqikelelwe ukuba i-27.5% yengeniso epheleleyo kubuhle kunye nemarike yokhathalelo lomntu iya kwenziwa ngokuthengisa kwi-intanethi. Ngolu tshintsho kwindlela yokuziphatha yabathengi, amashishini kufuneka ahlale esexesheni kunye neendlela zeshishini kwaye ahlengahlengise izicwangciso zabo ngokufanelekileyo.

Zisi-7 iindlela zokuziphatha kwabathengi abasakhulayo

1. Iimveliso ezisesikweni nezizinzileyo

Ishishini lobuhle liyakhula ngokukhawuleza, kwaye ukuziphatha kwabathengi kuphambili kolu tshintsho. Namhlanje, abathengi abagxininisi kuphela kwindlela iimveliso zabo zobuhle ezijongeka ngayo okanye zibenza bazive kodwa nakwimpembelelo yokusingqongileyo kunye nokuziphatha kwezi mveliso.

Uphononongo lwakutsha nje lubonise ukuba ngaphezulu 66% yabathengi bafune ngenkuthalo ezizinzileyo kunye Indawo intle iimpawu. Ukongeza, i-55% yabathengi bazimisele ukuhlawula ngaphezulu kweemveliso ezihambelana nexabiso labo.

Nangona kunjalo, abathengi baye bathandabuza ngakumbi amabango okuzinza kweenkampani, kunye ne-72% ekholelwa ukuba ii-brand ziyayibaxa imizamo yazo.

Ukufumana intembeko yabathengi, amashishini kufuneka abonelele ngokusebenzayo kunye nokwenyani nokuzinza imizamo kwiimveliso zabo. Ngokubhekiselele kwiilebhile zeenqobo ezisesikweni, "ukucoceka" kunye "nokungabi nankohlakalo" zezona zinto zinokwenzeka ukuqhuba ukuthenga kwi-intanethi, kunye 75% yabaneminyaka engama-31 ukuya kwengama-35 ubudala abaphenjelelwa ziimveliso “ezicocekileyo” kunye ne-71% yabathengi ababhinqileyo abatsalwa kwiinketho “ezingenankohlakalo”.

Ezi ziphumo zibonisa imfuno ekhulayo yeemveliso zobuhle ezizinzileyo kunye nezisesikweni, kunye nomthamo wokukhangela "ubuhle obuzinzileyo" onyuke ngaphezulu kwe-700% ukusukela ngo-2019.

2. Iyantlukwano kunye nobandakanyo

Njengoko iinkampani kumashishini ahlukeneyo sele ziqalisile ukujongana nokungabikho kokusesikweni kuluntu, abathengi bafuna utshintsho kwiimpawu zobuhle.

Nangona i-43% yabathengi bobuhle bathi bayakonwabela ukubona iintlobo ezahlukeneyo zobuhle kwiintengiso, idatha ibonisa oko phantse abasebenzisi omnye kwabahlanu uzive ushiywe ngaphandle kwiintengiso zobuhle. Elo nani limele i-25% yeGen Zers.

Abathengi bafuna iibrendi zobuhle ezibhiyozelayo hlukana kwaye kufakwa ngokuhambelana neemfuno zoluntu zokumelwa ngokulinganayo.

Ngokutsho kophando, ngelixa i-43% yabathengi bobuhle bekonwabela ukubona iintlobo ezahlukeneyo zobuhle kwiintengiso, phantse isinye kwabahlanu uziva engabandakanyiweyo kwiintengiso zobuhle, ukunyuka ukuya 25% kuGen Zers.

Oku kubonisa ukuba abathengi bajonge iibrendi ezinelizwi malunga nokubandakanywa kwaye bathathe amanyathelo asebenzayo ekukhuthazeni nasekumeleni zonke iintlobo zobuhle.

3. Unyango lwasekhaya

Lo mkhwa ubonakaliswa ekukhuleni kweMakethi ye-Global Beauty Device, ekuqikelelwa ukuba iyakuxabiswa US$ 139.277 billion yi 2028.

Izixhobo zasekhaya ezifana Iimaski ze-LED, iikiti ze-microdermabrasion, kunye izixhobo zokususa iinwele laser ziya zithandwa ngakumbi phakathi kwabathengi abafuna ukugcina iindlela zabo zobuhle ukusuka kumakhaya abo.

Ukongezelela, 61% yabathengi banomdla kwizixhobo zobuhle basekhaya, kwaye i-53% icwangcisa ukuthenga enye kungekudala.

4. Buchazwa ngokutsha ubudoda

Kwiminyaka yakutshanje, indlela yokuziphatha yabathengi itshintshele ekuchazeni ubudoda kwakhona, amadoda amaninzi esiba nomdla kukhathalelo lwesikhumba kunye nezithambiso zamadoda.

I-56% yamadoda ingxelo yokuthenga iimveliso zokhathalelo lwesikhumba namhlanje kuneminyaka emihlanu eyadlulayo, kwaye uninzi luhlola izinto zokuthambisa zamadoda kunye ne-makeup. I-Ipsos ibika ukuba i-15% yamadoda ase-US aneminyaka eyi-18-65 asebenzisa ezi mveliso, kwaye i-17% iya kukulungele ukuzama kwixesha elizayo.

Ngokwengxelo, amadoda ubukhulu becala asebenzisa iimveliso zobuhle ukuphucula inkangeleko yawo jikelele, ukuphucula ukuthungwa kunye inkangeleko yolusu lwabo, kwaye ujonge umncinci.

Lo mkhwa ubonisa ithuba elikhulayo leemveliso zobuhle ukwandisa isiseko sabathengi babo kwaye baphuhlise iimveliso ezintsha kule marike ibikade ingagcinwanga.

5. Intengiso yeempembelelo

Ngokutsho kweengcali, phantse isiqingatha sawo onke amajelo asekuhlaleni abasebenzisi baya kwenza ubuncinane ukuthenga enye kwiqonga loluntu kulo nyaka.

Umxholo owenziwe ngumsebenzisi uyinto ebalulekileyo, nge 62% yabathengi abakhetha iibrendi ezibandakanya iifoto zabantu bokwenyani abasebenzisa iimveliso zabo.

Ngaphezu koko, 67% yabathengi bobuhle basebenzisa iimpembelelo ukufumanisa iimveliso ezintsha.

Ngo-2024, umthengi ophakathi kumajelo eendaba ezentlalo kulindeleke ukuba achithe i-800 yeedola zaseMelika kurhwebo loluntu minyaka le, kunye nabathengi phakathi 18 and 44 iminyaka yobudala yeyona nto inokwenzeka yokuthenga imidiya yoluntu. Imveliso yobuhle ziphakathi kwezinto eziphezulu abazithengayo, okwesibini kwimpahla.

I-TikTok kunye ne-Instagram zezona zixhobo zidumileyo zemithombo yeendaba zoluntu kwiimveliso zobuhle kunye nabathengi, kwaye iinkampani ziya zisanda ukusebenzisana nabaphembeleli ukuqhuba ukuthengisa kunye nokwazisa ngophawu.

6. Indlela eyenzelwe wena

71% abathengi balindele ukufumana amava okuthenga alungiselelwe umntu.

Oku kubandakanya iingcebiso ezilungiselelwe imveliso esekelwe kwiimfuno zabo ezizodwa kunye nezinto abazithandayo.

Iimpawu zobuhle ezinikezelayo ezenziwe amava ngokusebenzisa iikhwizi ze-intanethi okanye iingcebiso zemveliso ziyakonyusa intengiso.

Inyaniso, 58% yabathengi bathi kusenokwenzeka ukuba bathenge kwishishini elibonelela ngemibuzo ekwi-intanethi ukucebisa iimveliso zobuhle ezithile kubo.

Ukubonelela ezenziwe Izindululo zonyusa amava omthengi, zakha ukuthembeka kwebrendi, kwaye zonyusa ukugcinwa kwabathengi.

7. Impilo phezu kokugqibelela

Abathengi babeka phambili iimveliso ezibonelela ngeenzuzo ngaphaya nje kweziphuculo zobuhle njengoko beya bexhalabele impilo. Oku kuye kwaguqulelwa ekubeni lukhetho olukhulayo ukhathalelo lolusu phezu makeup kwishishini lobuhle.

Ngokophando lwentengiso, i-skincare lelona candelo libalaseleyo kushishino lobuhle, nge 42% kwisabelo semarike.

Lo mkhwa uqhutywa ngumnqweno wabathengi wokukhathalela ngcono ulusu lwabo kunye nokujongana neenkxalabo ezinjengokwaluphala, ukonakala kwelanga, kunye noxinzelelo lwendalo.

Ngenxa yoko, iibrendi zobuhle zigxininisa ngakumbi kwiinzuzo zempilo zeemveliso zabo, ezifana ukunyusa, ukukhanyisa, kunye nokukhusela ulusu.

Amanyathelo alandelayo

The ishishini lobuhle ihlala iguquka, kwaye ukuziphatha kwabathengi kunye nokulindela kuyatshintsha kunye nayo.

Iindlela esithethe ngazo - ubandakanyo kunye neyantlukwano, ukuchaza ngokutsha ubudoda, ukubeka phambili impilo yolusu ngaphezu kophuculo lobuhle, kunye nokulindela amava okuthenga ezenzelwe wena - kubumba ikamva leshishini lobuhle.

Iibrendi ezihlala phambi kwezi ndlela kwaye zibeke phambili ukuhlangabezana neemfuno zabathengi kunye nolindelo ziya kuphumelela kule marike yokhuphiswano. Imithombo yeendaba zentlalo kunye nokuthengisa okuphembelelayo nako kubaluleke ngakumbi kolu shishino, nto leyo eyenza ukuba kubaluleke kakhulu ukuba iibrendi zibe nobukho obuluqilima kwi-intanethi kwaye bazibandakanye nabaphulaphuli babo ngempumelelo.

Ngokukhula okuqhubekayo kolu shishino, iimpawu zobuhle kufuneka zibambe umnwe kule mikhwa zikhulayo ukuze zihlale ziphambi kokhuphiswano kunye nokwakha ubudlelwane bexesha elide kunye nabathengi babo.