Ukuzikhathalela kuye kwaba yeyona nto iphambili kubathengi abaninzi kule minyaka imbalwa idlulileyo, ngakumbi ngenxa yobhubhane ngo-2020. Ngapha koko, phakathi kuka-2019 no-2020, iiTrendi zikaGoogle zibonisa ukonyuka kwama-250% kukhangelo olunxulumene nokuzikhathalela. Olu tshintsho lwenkcubeko lunika ithuba elikhulu kwiimpawu zobuhle. Kunokuba bathengise iimveliso, iibrendi zinokuzibeka njengamaqabane kuhambo lokuzikhathalela lwabathengi, zinika izisombululo ezijongana neemfuno zabo zomzimba nezeemvakalelo.
Ke, makhe sithethe ngokuzikhathalela, ukuba kunxulumana njani neshishini lobuhle, kunye nendlela onokuyisebenzisa ngayo ukuthengisa iimveliso zakho. Ewe, kubalulekile ukukhumbula ukuba imizamo yakho yokuthengisa kufuneka ibe yenyani, ngoko qwalasela ukuba kuthetha ukuthini ukuzinyamekela kuwe kunye nendlela onokuthi udibanise ngayo kwimisebenzi yakho yemihla ngemihla.
Isiqulatho
Yintoni ukuzikhathalela, kwaye ihambelana njani nemarike yobuhle?
Imarike yeemveliso zokuzinyamekela
Indlela yokusebenzisa ukuzikhathalela ukuthengisa iimveliso zobuhle
Yintoni ukuzikhathalela, kwaye ihambelana njani nemarike yobuhle?
Ukuzinyamekela kubhekisela kumkhwa wokuthabatha amanyathelo ngabom okulondoloza okanye ukuphucula impilo-ntle kabani yomzimba, yengqondo nengokweemvakalelo. Ibandakanya imisebenzi emininzi, ukusuka kwizithethe ezilula zemihla ngemihla ezifana neendlela zokhathalelo lwesikhumba kunye nokuzilolonga ukuya kwizinto zokuzonwabisa ezinje ngeentsuku ze-spa okanye iiseshini zokucamngca. Eyona nto iphambili, ukuzikhathalela kukuzibeke phambili kwaye ubandakanyeke kwizinto ezikhuthaza impilo, ukuphumla, kunye nolonwabo luphela.
Kwiminyaka yakutshanje, ukuzinyamekela kuye kwaba yinto evelele kakhulu kwinkcubeko eyaziwayo, eqhutywa kukuqaphela okukhulayo ngokubaluleka kwempilo yengqondo kunye nokuphila kakuhle. Olu tshintsho lwenkcubeko lube nempembelelo enkulu kumashishini amaninzi, kubandakanywa imarike yobuhle.
Ngokwesithethe, intengiso yobuhle ibigxile ikakhulu kwinkangeleko yomzimba, ibonelela ngeemveliso ezenzelwe ukuphucula okanye ukuguqula inkangeleko yomntu. Nangona kunjalo, njengoko intshukumo yokuzinyamekela iye yafumana amandla, imarike yobuhle iye yavela ukuze ihambelane ngokusondeleyo nemigaqo yokuphila kakuhle.
Namhlanje, abathengi abaninzi bajonga i-skincare kunye neendlela zobuhle kungekuphela nje njengendlela yokujonga kakuhle kodwa njengenxalenye ebalulekileyo yezithethe zabo zokuzikhathalela. Ukusuka kwiimaski zobuso obunentokozo kunye neemveliso zokuhlambela ezinobunewunewu ukuya kwiindlela zokunyamekela ulusu, iimveliso zobuhle ziyanda zithengiswe kwaye zisetyenziswe njengezixhobo zokuzikhathalela kunye nokuzibonakalisa.
Izizathu zokutshintsha ukuzinyamekela kwimarike yobuhle
- Inkcubeko yempilo: Ngokukhula koshishino lwezempilo, abathengi bayanda befuna iimveliso kunye namava akhuthaza inhlalakahle epheleleyo. Iimpawu zobuhle ziphendule ngokubandakanya izithako kunye nemixube egxininisa impilo kunye nesondlo, ukulungiselela umnqweno wabathengi weemveliso ezixhasa iinjongo zabo zempilo jikelele.
- Unxibelelwano lwengqondo nomzimba: Kukho ukuqondwa okukhulayo konxibelelwano phakathi kwenkangeleko yomzimba kunye nempilo yengqondo kunye neemvakalelo. Abathengi abaninzi bajonga iindlela zabo zobuhle njengethuba lokukhathalela ulusu lwabo kunye nokukhulisa impilo yabo yengqondo ngokwenza amasiko aphumlisayo.
- Ukuzibonakalisa kunye nokuxhobisa: Kubantu abaninzi, iindlela zobuhle zisebenza njengendlela yokuzibonakalisa kunye nokuxhobisa. Nokuba kungokulinga inkangeleko ye-makeup okanye ngokubandakanyeka kwizithethe zokhathalelo lwesikhumba, abathengi basebenzisa iimveliso zobuhle ukubonisa ubuchule babo, ukomeleza ukuzithemba kwabo, kunye nokuxela ubuni babo.
- Uluntu kunye noqhagamshelwano: Uluntu lobuhle, ngakumbi kumaqonga eendaba ezentlalo, luye lwaba ngumthombo wenkuthazo, inkxaso, kunye nobudlelwane kubathengi abaninzi. Ngokwabelana ngeengcebiso, iingcebiso, kunye namava obuqu, abantu banxibelelana nabanye ababelana ngokuthanda kwabo ubuhle kunye nokuzikhathalela, bedala imvakalelo yokuba ngowoluntu kunye noluntu.
Ukuzikhathalela kuye kwadibana ngokunzulu nentengiso yobuhle, ukubumba izinto ezithandwa ngabathengi, indlela yokuziphatha, kunye nesimo sengqondo malunga neemveliso zobuhle. Ngokwamkela imigaqo-nkqubo yokuzikhathalela kunye nokulungelelanisa iindlela zokuthengisa ngokufanelekileyo, iibrendi zobuhle zinokusebenzisana ngempumelelo nabathengi, zikhuthaze unxibelelwano olunentsingiselo, kwaye ziqhube ukunyaniseka kwebrendi kwindawo yentengiso eyandayo yokuqonda impilo.
Imarike yeemveliso zokuzinyamekela
Ishishini lehlabathi lezempilo lixatyiswe ngaphezulu kwe-US $4.5 yetriliyoni, nto leyo ebonisa utshintsho olumandla ekubekeni phambili ukuzikhathalela kwihlabathi jikelele. Kwangaxeshanye, intengiso yobuhle kunye nokhathalelo lomntu kwihlabathi liphela kuqikelelwa ukuba yenze ingeniso ye-US $ 646.20 billion ngo-2024, kunye nezinga lokukhula lonyaka elihlanganisiweyo (CAGR) le-3.33% phakathi kuka-2024 kunye no-2028.
Indlela yokusebenzisa ukuzikhathalela ukuthengisa iimveliso zobuhle
Ishishini lakho kusenokwenzeka ukuba sele lithengisa iimveliso ezinomtsalane kubasebenzisi abafuna ukuzikhathalela. Makhe sijonge ezinye iindlela zokuthengisa onokuzisebenzisa ukwandisa ukuthengisa.
1. Yenza ingxelo yebhrendi yokuzikhathalela-centric
Ukuthengisa ngempumelelo iimveliso zobuhle ngaphakathi kwendawo yokuzikhathalela, iimveliso kufuneka ziqale ziphuhlise ibali elihambelana nabaphulaphuli abajolise kubo. Le ngxelo kufuneka igxininise amandla enguqu okuzikhathalela kwaye ibeke uphawu njengomququzeleli wentlalontle epheleleyo.
Njengokuba, Iphulo likaDove elithi “Ubuhle bokwenyani” ucele umngeni kwimigangatho yobuhle besintu ngokubhiyozela ukwahluka kunye nokukhuthaza ukuzamkela. Ngokulungelelanisa umyalezo wayo wophawu kunye nemigaqo yokuzinyamekela kunye nokuxhotyiswa, iDove ayizange itsale kuphela isiseko sabathengi abathembekileyo kodwa yavuselela iincoko ezinentsingiselo malunga nobuhle kunye nomfanekiso wesiqu sakho.
Ngelixa sisenendlela ende ekufuneka siyihambile kushishino lobuhle xa kufikwa kwimigangatho yobuhle ecela umngeni, inyathelo ngalinye elithathiweyo ukuya ekubandakanyekeni libalulekile.
2. Yiba ligunya elithembekileyo kushishino
Ukongeza ekukhuthazeni iimveliso, iimpawu zobuhle zinokongeza ixabiso kubomi babathengi ngokunikezela ngezixhobo zemfundo kunye nenkxaso enxulumene nokuzikhathalela. Nokuba kungezithuba zebhlog, izifundo zokufundisa, okanye iminyhadala ebonakalayo, iibrendi zinokuxhobisa abathengi ukuba benze ukhetho olunolwazi malunga nokhathalelo lwabo lwesikhumba kunye neendlela zempilo ngelixa bekhuthaza imvakalelo yoluntu kunye nokuba yeyabantu.
Izibalo zibonisa ukuba i-68% yabathengi banakho ukuthenga kwi-brand ebonelela ngomxholo wemfundo, ebonisa ukubaluleka kokunikela ngexabiso elingaphaya kokukhushulwa kwemveliso. Ngokuzibeka njengemithombo ethembekileyo yolwazi kunye nesikhokelo, iibrendi zobuhle zinokuzimisa njengamahlakani kuhambo lokuzikhathalela lwabathengi, ekugqibeleni luqhuba ukuthembeka kunye nokuxhasa.
Ngokomzekelo, i-brand ye-skincare Eziqhelekileyo uye wafumana ukuthembeka okulandelwayo ngokunciphisa izithako ze-skincare kunye nokwakheka ngokusebenzisa ibhlog yayo yezemfundo kunye namajelo eendaba ezentlalo. Ngokuxhobisa abathengi ngolwazi kunye nezibonelelo, i-Ordinary iye yabaxhobisa ukuba balawule iindlela zabo zokunakekelwa kwesikhumba kwaye benze izigqibo ezinolwazi malunga nokuba zeziphi iimveliso ezilungele iimfuno zabo.
Icebiso: Yiba ngaphambili malunga nezithako zakho. Kunanini na ngaphambili, abathengi bafuna ukwazi ngokuthe ngqo ukuba yintoni na kwiimveliso zabo.
3. Qhagamshelana nabathengi kwinqanaba lomntu
Abathengi bafuna iibrendi ezinyanisekileyo nezinyanisekileyo. Yiba yinyani kwaye ungafezekanga kunye nabaphulaphuli bakho; abathengi bobuhle bayagula ngumbono wokuzabalazela imfezeko.
Imidiya yoluntu yindawo entle yokunxibelelana nabathengi abanokubakho ngokobuqu. Thatha ixesha lokudala umxholo othembekileyo kunye nokuzibandakanya kwimidiya yoluntu, kwaye ukhumbule ukuzibandakanya nabantu kwizimvo.
Enye indlela entle yokwakha unxibelelwano kungomxholo oveliswe ngumsebenzisi. Umxholo owenziwe ngumsebenzisi (UGC) kushishino lobuhle ubhekisa kulo naluphi na uhlobo lomxholo-ofana neefoto, iividiyo, uphononongo, ubungqina, okanye izithuba zemidiya yoluntu-ezenziwe ngabathengi kunokuba uphawu ngokwalo.
I-UGC ihlala iveza abantu bemihla ngemihla kunemodeli okanye abaphembeleli, iyenza inxibelelene ngakumbi kumthengi ophakathi. Xa abantu bebona abanye abafana nabo besebenzisa kwaye besonwabela imveliso, banokuthi bazive benxibelelana kwaye babe nombono wabo beyisebenzisa. Ukongeza, ukukhuthaza abasebenzisi ukuba benze kwaye babelane ngomxholo kukhuthaza imvakalelo yoluntu kunye nokuba phakathi kwabathengi. Xa abathengi bebona iifoto zabo okanye uphononongo oluvezwe luphawu, baziva bexatyisiwe kwaye kunokwenzeka ukuba bazibandakanye nebrendi kunye noluntu lwabo.
4. Iqabane kunye nabaphembeleli kunye neengcali zempilo
Intengiso ye-influencer iye yaba sisiseko sezicwangciso zohlobo lobuhle, ezivumela iinkampani ukuba zifikelele kubaphulaphuli abatsha kwaye zakhe ukuthembeka ngamazwi athembekileyo. Xa kuziwa ekuzikhathaleleni, ukusebenzisana nabaphembeleli kunye neengcali zempilo kunokuboleka ubunyani kumyalezo we-brand ngelixa ubonelela ngemibono exabisekileyo kunye neengcebiso kubathengi.
Izibalo zibonisa ukuba intengiso ye-influencer ihambisa i-ROI yamaxesha ali-11 aphezulu kuneendlela zentengiso yedijithali, oko kuyenza ibe yindlela enengeniso yeebrendi zobuhle. Ngokusebenzisana nabaphembeleli ababandakanya imigaqo yokuzinyamekela kunye nokuba sempilweni, iibrendi zinokuwukhulisa umyalezo wazo kwaye zikhuthaze unxibelelwano lokwenyani kunye nabaphulaphuli ekujoliswe kubo.
Ngokomzekelo, i-brand ye-skincare Indlovu emdaka uye wakha inkolo elandelayo ngokusebenzisana neengcali ze-skincare kunye nabaphembeleli abakhuthaza indlela elula, "ecocekileyo" yobuhle. Ngokuzilungelelanisa namazwi athembekileyo kuluntu olusempilweni, Indlovu Enxilileyo ibeke iimveliso zayo njengezixhobo eziyimfuneko zokuphumeza ulusu olusempilweni, olukhazimlayo njengenxalenye yenkqubo yokuzinyamekela ngokupheleleyo.
5. Musa ukuthengisa abasetyhini kuphela
Ngokwemveli, ishishini lobuhle lijolise ikakhulu kwabasetyhini, likhokelela kwimbono engalunganga yokuba i-skincare kunye nokuzikhathalela zizinto zabasetyhini kuphela.
Ishishini lokuzilungisa lamadoda lifumene ukukhula okubonakalayo kule minyaka yakutsha nje, liqhutywa kukutshintsha kwezimo zengqondo malunga nobudoda kunye nokwanda kokuqonda ukubaluleka kokuzilungisa kunye nokuzikhathalela phakathi kwamadoda. Ngo-2020, imarike yokhathalelo lwamadoda kwihlabathi lonke yayixabisa i-124.8 yeebhiliyoni zeedola, kwaye ngo-2030, kuqikelelwa ukuba ifikelele kwi-US $276.9. Imakethi yehlabathi yeemveliso zokulungisa amadoda yaxatyiswa I-US $ 202.6 yezigidigidi ngo-2022 kwaye kulindeleke ukuba ikhule kwi-CAGR ye-8% ukusuka ngo-2023 ukuya ku-2030.
Icandelo lokhathalelo lwesikhumba lalilawula imarike, libalelwa kwisabelo esimalunga ne-33.3% ngo-2022. Ukwandisa ulwazi malunga nokuzilungisa kunye nococeko lobuqu kuye kwaqhuba imfuno yeemveliso zokhathalelo lwamadoda.
Ke, kubalulekile ukuthengisa ubuhle kunye neemveliso zokuzikhathalela kuye wonke umntu, nokuba sini na. Noko ke, amadoda anawo iimfuno ezizodwa zokunakekelwa kwesikhumba kunye neenkxalabo ezinokuthi zahluke kwezo zabasetyhini ngenxa yomahluko kwi-physiology yolusu, iimeko zendlela yokuphila, kunye nemikhwa yokuzilungisa.
Ngokuphuhlisa kunye nokuthengisa iimveliso zobuhle zokuzikhathalela ngokukodwa ezilungiselelwe iimfuno zamadoda, iibrendi zinokujongana nezi nkxalabo zahlukileyo kwaye zinike izisombululo ezihambelana nabathengi abangamadoda.
Ngaba uyafuna ukufunda ngakumbi malunga nokukhathalela amadoda? Funda ngezinye zeentsingiselo Apha.
Iingcamango zokugqibela
Njengoko abathengi beqhubeka nokubeka phambili impilo-ntle yabo yengqondo, yeemvakalelo, kunye nomzimba, iimpawu zobuhle ezamkela imigaqo yokuzinyamekela kwaye zilungelelanise izicwangciso zabo zokuthengisa ngokufanelekileyo aziyi kuphumelela kwindawo yokuthengisa kodwa zinokwenza impembelelo enentsingiselo kubomi babathengi babo. Ngokukhuthaza uqhakamshelwano lokwenyani kunye nokubonelela ngexabiso elingaphaya konyuso lwemveliso, ezi mpawu zinokuba ngamahlakani athembekileyo kwimfuno yabathengi yobuhle, impilo kunye nolonwabo.
