Indlela yokuSeta amaxabiso oRhwebo ngeNzuzo kunye noGcino

Amaxabiso ahlakaniphile kwiivenkile akhokelela ekugcinweni kwabathengi okukhulu kunye nenzuzo enkulu. Ukongeza, ukukhetha inqaku lexabiso elifanelekileyo ngundoqo ekwakhiweni kwebhrendi yakho-inxalenye ephambili ye qhinga urhwebo kulo naliphi na ishishini. Ukuze ufunde ukuba yintoni na amaxabiso, ubeka njani amaxabiso okuthengisa ngokufanelekileyo, kunye nendlela yokujonga ukuba amaxabiso akho ayasebenza kwivenkile yakho, qhubeka ufunde.

Isiqulatho
Yintoni amaxabiso?
Indlela yokukhetha isicwangciso sakho samaxabiso okuthengisa
Izicwangciso ezi-3 zamaxabiso aqhelekileyo
IPsychology kwintengiso: amaxabiso ukubhenela iingqondo zabathengi
Indlela yokuvavanya isicwangciso sakho samaxabiso okuthengisa

Yintoni amaxabiso?

Amaxabiso sesinye sezona zigqibo zibalulekileyo zokuthengisa kwiintengiso, ezichaphazela ngokuthe ngqo ukuba ngubani isiseko somthengi, inqanaba lokugcinwa kwabathengi, ukuthengisa, kunye nenzuzo ekugqibeleni.

Ngokulula, amaxabiso anika ixabiso kwimveliso nganye. Ukuze kugcinwe ishishini lihamba kakuhle, iindleko zemveliso nganye kufuneka zithathele ingqalelo isixa-mali esichithwe ngemveliso nganye (ukuyithenga, ukuyithumela ngenqanawa, iirhafu, njl.njl.) kwakunye nomda wengeniso efunekayo.

Umzekelo, ukuba ishishini lithenga imveliso nge-$1.05, kufuneka liqale longeze yonke loo mveliso kwiindleko ngaphambi kokuba libe nexabiso lenzuzo. Xa oko kubaliwe, ixabiso lokwenyani laloo mveliso linokuba yi-$1.50, umzekelo. Emva koko, amaxabiso aqala ngokwenene.

Nawuphi na usomashishini olungileyo uyazi ukuba amaxabiso alula njengokukhetha ixabiso eliphezulu lokuthengisa ukuze ufumane inzuzo ephezulu. Amaxabiso ahluke kakhulu. Kukho izinto ezimbini eziphambili ekufuneka ziqwalaselwe xa kunikwa amaxabiso:

Amaxabiso aphantsi

Yingqiqo ukuba xa ixabiso liphantsi kakhulu, unokutshona. Ukongeza, ukuba ixabiso liphantsi kakhulu, iimveliso zakho zinokuthathwa njengomgangatho ombi kwaye zitshiphu. Nangona kunjalo, ixabiso eliphantsi linokuthi libe neenzuzo zalo - kwiindidi ezifanelekileyo zemveliso, le ndleko ephantsi inokukhuthaza umthamo omkhulu wokuthengisa, oku kuthetha ukuba nangona inzuzo yenzuzo iphantsi, inzuzo yonke iphezulu kakhulu.

Amaxabiso aphezulu

Kwakhona, kuyinto eqhelekileyo ukuba ixabiso liphezulu kakhulu, unokuphulukana nokhuphiswano. Nangona kunjalo, kukho inkalo apho ukuba ixabiso liphezulu, iimveliso zakho zinokubonwa njengezikumgangatho ophezulu kunye nodidi - kufuneka sijonge kuphela kwiimpawu zefashoni eziphezulu ukubona ubungqina boko. Ukufumana eli xabiso lilungile, ishishini kufuneka liphuhlise isicwangciso samaxabiso esisebenzela iinjongo zalo zoshishino.

Umzekelo, uhlobo olunobunewunewu olufuna ukutsala abathengi abahlawula kakhulu lunokusebenzisa ingeniso ephezulu evelisa intengiso ephantsi kodwa enentsingiselo ngakumbi - ngaloo ndlela igcina abathengi bayo kunye neemveliso bodwa, kodwa beqokelela inzuzo enkulu.

Iindlela zokubeka amaxabiso ziyahluka kwiivenkile ngeevenkile, kuxhomekeke kwinto abayithengisayo, ukuba bayithengisa phi, kwaye bayithengisela bani.

Indlela yokukhetha isicwangciso sakho samaxabiso okuthengisa

Ngaphambi kokuba abathengisi kunye nabanini bamashishini bakhethe ukuba yeyiphi isicwangciso samaxabiso esilungele ivenkile yabo yokuthengisa, kubaluleke kakhulu ukuba baqonde iinyani ezimbalwa ezisisiseko malunga nabathengi babo, iimveliso, kunye nesabelo semarike kunye nemida yenzuzo abayifunayo.

Ukuqonda iindleko

Ixabiso lemveliso ayiloxabiso nje elidweliswe xa ithengwa ngexabiso lehoseyile. Iindleko zemveliso yiyo yonke isenti echithwe kwimveliso lishishini ukusuka kwindawo oyithengayo okanye ekudalweni ukuya kwindawo yokuthengisa. Oku kubandakanya ukubuza, izinto, umsebenzi, Ukuhambisa ngenqanawe, ulawulo lomgangatho, Uyilo lokupakisha kwaye i ukupakisha ngokwayo, indleko yokuzigcina nokuzipakisha, nomvuzo wabathengi abathengisayo; intengiso imveliso, iirhafu ezibandakanyekayo (ezifana ne-VAT), kunye nokunye.

Qiniseka ukuba wongeza iindleko zemveliso yakho kwiindleko zakho zehoseyile ngaphambi kokuba wongeze umda wengeniso ukwenza ixabiso lakho lokugqibela lokuthengisa, okanye ungenza ilahleko enkulu kwishishini lakho.

Ukuchaza injongo yorhwebo kunye nokuchonga abathengi

Lo mba kulapho umnini weshishini kufuneka athathe isigqibo sokuba ibhrendi yakhe iza kujongeka njani. Ngaba bajonge ukuba ngumthengisi otofotofo kunye nokhethekileyo, njengeGucci okanye iChanel, enamaxabiso aphezulu okuthengisa kunye nemida enenzuzo ephezulu kodwa intengiso ephantsi? Ngaba bafuna ukuba ngumthengisi webhajethi, njenge-Primark okanye i-Forever 21, ejongene nalabo abafumana umvuzo ophantsi - ukudala ukuthengiswa kwevolumu ephezulu kumda ophantsi wenzuzo? Okanye ngaba bajonge ukuba kwindawo ethile phakathi, njenge-H&M okanye iMango?

Ukuchaza injongo yorhwebo kunye nokuchonga isiseko sabathengi kubalulekile ekwakheni ukunyaniseka kwabathengi kwaye ngaloo ndlela ukugcinwa kwabathengi. Ke, phambi kweemveliso zamaxabiso, qiniseka ukuba uyaziqonda zakho qhinga urhwebo kwaye emva koko ulandele ifanitshala yokuthengisa ngeziphumo ezilungileyo.

Ukufumana isindululo sexabiso

Onke amashishini anabakhuphisana nabo, ukuze agqame umnini-shishini kufuneka aqiniseke ukuba uyazi kwaye akhuthaze isiphakamiso sexabiso labo okanye iindawo zokuthengisa ezizodwa (USPs). Oku kuchaphazela amaxabiso ezinto nawo, njengoko ishishini linokufuna ukulungisa imiba efana nokuba kungabikho ndlela yokuthenga umgangatho ngexabiso elifikelelekayo kwindawo yabo. Kungenjalo, ishishini linokufumanisa ukuba abathengisi kule ndawo baluhlahlo lwabiwo-mali kwaye ke ixabiso layo linikezela ngeemveliso ezikumgangatho ophezulu kwabo bafuna ukongeza iklasi okanye ifashoni ephezulu kubomi babo.

Izicwangciso ezi-3 zamaxabiso aqhelekileyo

Isicwangciso samaxabiso eMarkup

Esi sicwangciso samaxabiso sesona silula, sibandakanya kuphela ukongezwa kophawu olusisigxina okanye ipesenti kwixabiso lilonke lemveliso. Oku kufuna uphando oluncinci kwaye ilungele amashishini amancinci amaninzi aqalayo. Nangona kunjalo, ukuba ishishini lokuthengisa likhangela ukukhula kwangempela ke esi sicwangciso sinokulula kakhulu, okukhokelela ekulahlekelweni kwamathuba amakhulu okuguqula inzuzo.

Umzekelo wamaxabiso eMarkup

Umzekelo wexabiso lokumakisha kuya kuba kukuthatha iindleko zencwadi (kubandakanywa zonke iindleko ezixoxiwe, kungekhona nje ixabiso le-wholesale) kwaye wongeze i-% profit margin phezulu. Ngoko ke, ukuba incwadi ixabisa i-3 yeedola kwaye umnini-shishini wongeza i-10% ye-margin echanekileyo phezulu, ngoko ixabiso lokuthengisa liya kuba malunga ne-$ 3.30.

Isicwangciso sokuxabisa amaxabiso

Esi sicwangciso samaxabiso sintsonkothile ngakumbi kodwa sinokukhokelela kwimida yengeniso ephezulu kunye nesabelo esingcono semarike kwishishini.

Yintoni amaxabiso akhuphisanayo

Amaxabiso akhuphisanayo athetha ukuba umthengisi uya kuhlalutya ukhuphiswano lwakhe kwaye azame ukubetha ukhuphiswano ngokunikezela ngamaxabiso aphantsi. Le ndlela inokukhokelela kwinzuzo ephezulu ngenxa yokwanda kweentengiso kunye nesiseko esikhulu sabathengi. Nangona kunjalo, isenokungazinzi kumashishini amancinci anyuka ngokuchasene neenkampani ezinkulu ezinokuninzi thethwano amandla okuthoba iindleko zokuthengwa kwemveliso.

Kwicala eliqaqambileyo kwiinkampani ezincinci, nangona kunjalo, iinkampani ezinkulu zihlala zineendleko eziphezulu zokusebenza, okuthetha ukuba amaxabiso akhuphisanayo asenokuba yindlela esebenzayo yamashishini amancinci okunyusa inzuzo. Ukongeza, njengoko amaxabiso aphantsi kuthetha umda ophantsi, kuyafuneka ukugcina umthamo wokuthengisa ophezulu ukugcina inzuzo iphezulu.

Umzekelo wamaxabiso akhuphisanayo

Umzekelo wamaxabiso akhuphisanayo iya kuba kukujonga ixabiso lomntu okhuphisana naye ngento efanayo ekhoyo kwivenkile yakho kwaye ke ixabiso lingaphantsi kwalo. Ke, ukuba umntu okhuphisana naye uxabisa iT-shirt esisiseko nge-10 yeedola, ungayixabisa nge-9 yeedola.

Isicwangciso samaxabiso okungena

Amaxabiso okungena yindlela ekhawulezayo yokufaka uphawu kwingqondo yomthengi, ukhuthaze abathengi ukuba bathenge kwivenkile yakho ngokukhawuleza, kwaye balahle isitokhwe esidala.

Oku kudla ngokufezekiswa ngokukhushulwa kunye neentengiso ukwandisa ulwazi lwabathengi nge-brand yakho kunye nokunyusa ukuhamba kweenyawo. Ukuba ukukhushulwa kwenziwa rhoqo kakhulu, nangona kunjalo, abathengi banokuvakalelwa kukuba ishishini libonelela "ibhajethi" okanye "umgangatho ophantsi" wempahla. Ukongeza, kunokuthetha ukuba abathengi balinde intengiso elandelayo ngokuchasene nokuthenga iimveliso zakho ngexabiso eliqhelekileyo lokuthengisa - ke qiniseka ukuba usebenzisa eli qhinga kancinci.

Iintengiso zentengiso zisebenza kakuhle ngokuthengisa ngokunqamlezayo ukunyusa intengiso kunye nenzuzo - njengokuba ukukhushulwa kungenzi ngeniso, inani elongezelelweyo labathengi baya kuthenga zombini imveliso yokuthengisa kunye nemveliso yexabiso elipheleleyo, ngaloo ndlela ukwandisa ulwazi kunye nenzuzo ngaxeshanye.

Umzekelo wamaxabiso okungena

Umzekelo wexabiso lokungena libandakanya umthengisi omtsha ovula iingcango zakhe kuluntu kwaye kufuneka afumane indlela yokufumana igama lakhe apho. Ukwenza oku, babhengeza ukuba baqhuba a ixesha elilinganiselweyo ukunyuswa kweveki yokuvula, ngezaphulelo ukuya kuthi ga kwi-50%.

IPsychology kwintengiso: amaxabiso ukubhenela iingqondo zabathengi

Ixabiso liphezulu ngokwasengqondweni kubathengi - kungoko kutheni amaxabiso amaninzi ehlala ene $0.99 eyongezelelweyo ngokuchasene nedola epheleleyo. Ngoku engqondweni, amashishini amaninzi alungelelanisa izicwangciso zawo zamaxabiso ngexabiso lezengqondo. Ezimbini kwezi ndlela kukuxhobisa amaxabiso kunye nexabiso le-decoy.

Yintoni ukuqinisa ixabiso?

Ixabiso le-anchoring libhekisela "kwi-ankile" okanye inxalenye yolwazi enobunzima obuninzi kumthengi. Umzekelo, oku kunokuba lixabiso, okanye ukuba kukho into ethathwa njengelungileyo.

Ukunceda uguqulo lwentengiso kusetyenziswa iqhinga lokubambelela kwixabiso, ishishini liya kuhlala lisebenzisa amaxabiso aphantsi. Ngokomzekelo, ukuba ishishini linikezela ngemveliso kwi-600 yeedola kodwa linikezela ngemveliso enye efanayo ngexabiso elincinci (lithi kwi-499 yeedola), ngoko umthengi unakho ukuthenga ukhetho lwesibini - njengoko i-anchor yexabiso yesibini ithelekiswa neyokuqala ebiza kakhulu.

Ukunikezela ngamaxabiso amiselweyo yindlela entle yokwalathisa umthengi ngokwasengqondweni kwindawo yokuthengisa ongathanda ukuba bayamkele.

Yintoni ixabiso le-decoy?

Esinye isicwangciso sexabiso lokuthengisa kwengqondo saziwa njengexabiso le-decoy. Esi sicwangciso samaxabiso sibandakanya ukusetyenziswa kwamanqaku amaxabiso amathathu, apho eyokuqala iphantse yafana namanye amabini, kodwa iphosa icandelo elinye elingundoqo - ngaloo ndlela yenza amaxabiso aphezulu abonakale enomtsalane ngakumbi.

Umzekelo wamaxabiso e-Decoy

Umzekelo ophambili wamaxabiso enkohliso wasetyenziswa liphephancwadi i-Economist.

Eli phephancwadi ekuqaleni lanikezela ngamaxabiso amabini: inketho “yewebhu kuphela” yeedola ezingama-59 ngonyaka kunye nenketho “yewebhu kunye nokuprinta” ye-125 yeedola ngonyaka. Ngalo mnikelo wokuqala, i-68% yabathengi bakhethe "iwebhu kuphela," kunye ne-32% kuphela yokukhetha indawo yexabiso eliphezulu. Emva koko, i-Economist yafaka inketho yesithathu: "printa kuphela" nge-125 yeedola ngonyaka.

Nangona olu khetho lwesithathu lwalunokubonwa njengento engenamsebenzi, inyaniso yayikukuba lenze umahluko omkhulu. Xa kujongwe kuluhlu, ukhetho lwewebhu kunye noshicilelo ngesiquphe lubonakala luyinto enkulu - njengoko ungasayithelekisi neyoqoqosho "yewebhu kuphela", kodwa eneneni uhlawula ngokufanayo "nokushicilela kuphela" ngelixa ufumana zombini! Iziphumo yayikukuba i-84% yabathengi bakhethe "iwebhu kunye nokuprinta" kwaye yi-16% kuphela ekhethe "iwebhu kuphela."

Indlela yokuvavanya isicwangciso sakho samaxabiso okuthengisa

Izicwangciso zexabiso zinokuthi kwaye zifanele ziguquke njengoko idatha yabathengi iqokelelwa - abathengi basenokuba baqalise ukuya kwenye indawo ngenxa yokunganeliseki ngamaxabiso, abakhuphisana nabo banokuba behlise amaxabiso abo, njl.

Umthamo wentengiso, ukuguqulwa kwabathengi, kunye nokugcinwa

Ukuba umthamo wakho wokuthengisa, okanye ukuguqulwa kwabathengi kunye namanqanaba okugcina ehla, zibuze ukuba kutheni.

• Ngaba uphulukene nabantu okhuphisana nabo? Ukuba kunjalo, mhlawumbi lixesha lokuzama ezinye iindlela zokhuphiswano zamaxabiso.
• Ingaba umgangatho wemveliso okanye ukhetho lwakho lwehlile? Mamela abathengi bakho kwaye wenze uphando. Mhlawumbi lixesha lokusebenzisa amaxabiso athile ukuze uphile izinto kwaye emva koko uvuselele ivenkile yakho ngokuzisa izinto ezintsha nezihamba phambili.

Imida kunye nobungakanani beodolo

Isitshixo kulo naliphi na ishishini elikhulu okanye elincinci ukugcina iliso kumda wenzuzo kunye nobungakanani bomyalelo. Ukuba oku akwenziwanga kakuhle, ngoko unokufumanisa ukuba ulahlekelwa yimali okanye awuyenzi ingeniso onokuba yiyo.

• Ngaba imida yakho isempilweni? Jonga isicwangciso sakho sokuthengisa kunye nabakhuphisana nabo ukuze ubone ukuba ungawanyusa na amaxabiso akho.
• Ijongeka njani isayizi yeodolo yakho? Ukuba ezinye iimveliso zithengisa ngemithamo ephezulu, mhlawumbi lixesha lokunyusa ubuncinci beodolo yakho (MOQ) kunye nomthengisi wakho kwaye uthethe ngexabiso elingcono. Ukuba bathengisa ngemithamo ephantsi, fumanisa ukuba kutheni kwaye ulungise.
• Isitokhwe esibambekayo silahlekelwe yingeniso kwaye, kule meko, kunokuba ngcono ukuthoba ixabiso kwaye lithengise ngomda ophantsi ukwenza indawo yokhetho olutsha oluhamba phambili (ixabiso lokungena).

Ingeniso yenkunzi esebenzayo

Ukufumanisa ukuba zisempilweni kangakanani na iimali zeshishini lakho kunye nokuba ishishini lakho liqhuba kakuhle kangakanani na ekuzigcineni ngokwalo ngokwasezimalini, kubalulekile ukujonga umyinge wengeniso yemali esebenzayo yeshishini lakho. Lo mlinganiselo ulinganisa ubudlelwane phakathi kwemali esetyenzisiweyo ukuqhuba inkampani kunye nomjelo wengeniso eyenziwa yinkampani, ngaloo ndlela ubonisa ukuba yimalini eyinkunzi ekhoyo ukuze ibekwe ekusebenzeni xa zonke izibophelelo zifezekisiwe.

Ukwenza oku, kufuneka ulandele amanyathelo amabini:

• Bala i-capital turnover: Thatha iindleko zizonke kwii-asethi zizonke.

Ii-asethi zizonke – amatyala ewonke = i-capital turnover

• Bala ireyishini yenguquko eyinkunzi: Yahlula-hlula ii-asethi zonyaka zenkampani nge-avareji yokusebenza eyinkunzi.

Intsalela yentengiso yonyaka / i-avareji yokusebenza eyinkunzi = umlinganiselo wemali eyinkunzi

Ukuba umyinge wakho wengeniso yemali esebenzayo uphezulu, oko kubonisa umlinganiselo onempilo kunye nolawulo lweendleko olusebenzayo. Ukuba umyinge wakho wengeniso yemali esebenzayo uphantsi, nangona kunjalo, kunokuthetha ukuba inkampani yakho ayityali mali ngobulumko kwaye isenokungabi nayo imali eyaneleyo yokuzixhasa. Ukuba inkampani izifumana ikulesi sikhundla, kuya kuba bubulumko ukuvavanya kwakhona isicwangciso samaxabiso ukunyusa isantya apho inokucoca uluhlu lwempahla yayo - njengoko oku kuya kuvumela ishishini ukuba liphinde lityale imali kumjikelo olandelayo.

Ukuqukumbela amaxabiso okuthengisa

Ixabiso licandelo eliphambili laso nasiphi na isicwangciso soshishino kunye nokuqonda indlela yokumisela amaxabiso okuthengisa akufanele kuthathwe lula. Ayichazi kuphela ukusebenza kweshishini lakho lokuthengisa kodwa ibumba umfanekiso wakho webrand kunye nesiseko sabathengi. Ukuqinisekisa ukuba ishishini lakho lokuthengisa lixabisa ngokufanelekileyo, khumbula ukusebenzisa izicwangciso zamaxabiso ezizanyiweyo nezivavanyiweyo kwaye uzivavanye rhoqo.

Ukongeza, ungaze ulibale ukufumana elona xabiso lilungileyo, njengoko oku kuya kunceda ukonyusa ingeniso yakho, kwaye ngaloo ndlela ingeniso iyonke. Oku kuphunyezwa ngcono ngokukhangela kumaqonga e-e-commerce abonelela ngothotho olukhulu lwababoneleli ngevenkile, njengakwi Chovm.com.