Iimveliso zefashoni kunye nabathengisi banokugcina ukubamba abathengi nangona izikhulu zefashoni ezikhawulezayo uShein kunye noTemu beqhubeka nokuthatha isabelo sentengiso.
“Eli lixesha elingaqhelekanga kakhulu kwaye elingazange libonwe ngaphambili lokuthengisa,” utshilo uJack Stratten, intloko yeendlela zokubonisana ne-Insider Trends kwi-Source Fashion eLondon kwinyanga ephelileyo.
Kule minyaka imbalwa idlulileyo ibone ubhubhane, irekhodi lokunyuka kwamaxabiso kunye nokunyuka kwexabiso lokuthenga kwi-Intanethi, okubangele ukuba ngaphandle kwesiqhelo kube yinto eqhelekileyo kwishishini lempahla.
Njengoko iindlela ezintsha eziphambili ziqhubeka zivela, kubonakala ngathi icandelo lisakhula ngokukhawuleza kwaye uninzi lwenguquko kuthiwa lubangelwa ngabaphazamisi ababini beemarike ezikhawulezayo - uShein noTemu.
Ekuqaleni kwalo nyaka, iqonga lokuthengisa i-Omnisend livavanye abathengi be-1,000 base-US kwiindlela zabo zokuthenga kwaye bafumanisa ukuba i-70% baye bathenga kunye nabathengisi be-intanethi kunyaka odlulileyo kunye nesiqingatha (57%) sokuthenga eTemu kunye ne-43% e-Shein.
Njengoko abathengi kwihlabathi liphela beqhubeka nokuziva iimpembelelo zokunyuka kwamaxabiso kunye nokunyuka kweendleko zokuphila, mhlawumbi ayimangalisi into yokuba uninzi luguqukele kubathengisi bezaphulelo kwimihlambi yabo.
Nangona kunjalo u-Stratten uphawule ukuba kukho imeko ephikisanayo eyenzekayo njengoko icandelo lefashoni yobumnandi libone ukukhula okumangalisayo kwiminyaka yakutshanje.
Ngokutsho kweGlobalData's IMarike yeHlabathi yeZinxibo eziNtofontofo ukuya ku-2028 Ingxelo, ngelixa ukukhula kukhule ngo-2024 kuya kuhlala kungumngeni ngenxa yokuzithemba okuphantsi kwabathengi, ubunewunewu buza kugqwesa intengiso yempahla epheleleyo kule minyaka mine izayo.
UStratten wacacisa ezi ndlela zimbini zahlukeneyo azenziwanga ziindidi ezahlukeneyo zabathengi. Endaweni yoko, abathengi basebenzisa iinkonzo 'zokuthenga ngoku, hlawula kamva' ukuze bathenge izinto ezibiza imali eninzi okanye bakhethe ukuchitheka kwizinto zodidi oluphantsi ngamaxesha ambalwa ngonyaka, ngelixa bethenga rhoqo kubathengisi befashoni.
Oku kukhokelela ekubeni iStratten ibize ngokuba 'yinkcitho ye-polarised' ebona ukukhula kwizinto zombini zexabiso kunye neemveliso eziphezulu. “Kunzima ngeyona ndlela ukuyifunda yaye kuyaphikisana kakhulu ngamanye amagama,” uyacacisa.
Uthi: “Nangona iindaba zezoqoqosho esizibona ehlabathini lonke zimfiliba, inkcitho ayifani: abantu bachitha imali eninzi kwizinto ezithile yaye abanye bachitha imali eninzi kwezinye.
Iimveliso zefashoni zingakhuphisana njani noShein, uTemu kwimarike enzima, edidayo?
- Ukunciphisa uluhlu
Ngelixa uShein, uTemu kunye nabanye abathengisi bezahlula ngoluhlu olukhulu lweemveliso ezinikezelwayo, ngokuqhelekileyo besebenzisa i-AI ukuvelisa imveliso emitsha yoyilo, uStratten uthi abanye bafumana impumelelo ekunciphiseni uluhlu lwabo.
"Andicingi ukuba kukho iqhinga lokuthengisa into eyenziwa nguShein, i-Amazon okanye i-Walmart, kuba awukwazi ukwakha loo nto," kuchaza uStratten. “Awunakukhuphisana.”
Uqaqambisa impumelelo yomthengisi wefashoni kunye nentengiso ye-intanethi iWolf & Badger, esusa iimveliso kuluhlu lwayo. "Kukufumana imveliso encinci enayo kwi-Intanethi, kokukhona isenza ngcono."
2. Ukwakha iimpawu
“Akuzange kube lula ukuqalisa uphawu,” ucebisa uStratten, ecaphula ukukhula kweqonga le-e-commerce uPietra, elenza ukuba abaphembeleli baqalise ngokukhawuleza iimpawu zabo kwaye bathengise uluhlu lweemveliso, kubandakanya nempahla.
Nangona kunjalo, wongeza inani elikhulu leebrendi ezifumanekayo kubathengi kuye kwenza ukuba kube nzima kakhulu kwiimveliso zefashoni ukuba ziphile ngaphezulu kweminyaka embalwa.
Omnye umzekelo wophawu lwefashoni olusuka emandleni lusiya emandleni yi-Uniqlo yaseJapan yokuthumela ngaphandle elizweni jikelele, ephethwe yiFast Retailing kwaye ibone intengiso yonyuka kwiminyaka yakutshanje ebulela ngokuyinxenye kwisicwangciso sayo sokuthengisa, esiyibona ivula iivenkile kwizakhiwo zembali.
"Into eyenzayo kumthengi kukuba 'siluphawu olunebali, siluphawu olukhathalayo ngembali, ilifa lemveli kunye nomgangatho weemveliso esizivelisayo," ucacisa uStratten.
Wongeza ukuba abathengi abaninzi be-Uniqlo abayi kuchaza uphawu njengefashoni ekhawulezayo, nangona imodeli yeshishini layo, ngenxa yamandla ophawu lwayo.
3. Ukwamkela ilifa lemveli
Ngelixa ibhrendi yaseBritane uGqr Martens ebesokola kwiminyaka yakutshanje, uStratten uqaqambisa indlela uphawu olusebenzisa ngayo ilifa lalo njengendawo yokuthengisa.
Kwangoko kulo nyaka inkampani ibhengeze ukuhamba kwe-CEO yayo uKenny Wilson ecaleni kwentengiso ye-FY25 ethe cwaka kunye nembonakalo yenzuzo. Nangona kunjalo, uphawu lukaGqr Martens luhlala lomelele, kunye nenkampani enika ingxelo 'yenyathelo elibalulekileyo' kwingeniso ye-FY23 kulo nyaka uphelileyo.
"Imbali ibalulekile kwaye iyasebenza, kwaye yiyo kanye loo nto iimpawu ezifana noGqr Martens zisasebenza," utshilo.
4. Ukuba ngcono
I-platform ye-e-commerce yehlabathi i-Amazon isanda kwazisa izicwangciso zokuqalisa ukuthunyelwa kweemveliso ngokuthe ngqo kwiifektri ukuya kubathengi kwindawo entsha yokuthengisa eya kufana ngokusondeleyo ne-Shein kunye ne-Temu's business model.
Nangona kunjalo ezinye iinkampani zihambela kwelinye icala.
Ivenkile enkulu yase-US iWalmart, umzekelo idibane nempahla yase-US yohlobo lwe-American Giant ukwenza i-t-shirts ebhiyozela i-4 kaJulayi eyenziwe e-US. Ngesiqubulo esithi 'I-American Made' ngaphambili kunye ne-t-shirts zithengiswa nge-12.98 yeedola.
UStratten uthi: “Elona thuba lokwenene asikokuzikhuphela, koko kwenza into eyahlukileyo. Izama ukuba ngcono.”
Umthombo ovela Isimbo nje
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