Ubhubhane uyichaphazele njani iNdlela yokuziPhatha yokuThenga kuMthengi?

Ubhubhani ubangele ukuphazamiseka okumandla kuwo onke amashishini kunye namacandelo amaninzi, kodwa kwinqanaba lomntu, libe nefuthe kwindlela abantu abaphila ngayo ubomi babo bemihla ngemihla. Oku kubangele utshintsho oluphawulekayo kwisimo sengqondo sabathengi, ukuziphatha, kunye nemikhwa yokuthenga.

Kweli nqaku, siza kujonga ngakumbi kolu tshintsho kwiimfuno, izinto esizikhethayo, kunye nendlela yokuphila. Siza kuhlalutya ukuba yeyiphi kuzo eya kuhlala ixesha elifutshane kwaye iya kuba nefuthe elihlala lihleli kwindlela abathengi abathenga ngayo kunye nendlela amashishini athengisa ngayo kwaye athengise iimveliso zawo.

Ukuphononongwa kolu tshintsho kuya kunika abathengisi ulwazi olungcono lwabathengi ukuze bahambisane neenguqu kwaye bahlale bekhuphisana kwixesha elisemva kobhubhane.

Isiqulatho:
Impilo yomntu kunye neyoluntu iya kuhlala iphambili
Ukwenyuka kokuthembela kwidijithali
Shift kwixabiso kunye "nokusetyenziswa ngokuqaphela," ukwehla kokunyaniseka
Inkcitho yendlela yokuphila evaliweyo, ukukhulisa "uqoqosho lwasekhaya"
Utshintsho kulandelelwano lokuzaliseka okukhethiweyo
Lungiselela ikamva — yongeza isitishi sorhwebo seB2B kunye neB2C kwi-intanethi

Impilo yomntu kunye neyoluntu iya kuhlala iphambili

Ayiyi kumangalisa into yokuba impilo kunye nokhuseleko kwiindawo ezahlukeneyo zokuhlala, ukusebenza, kunye nokuthenga ziya kuhlala ziphambili kubathengi abaninzi. Lo bhubhani ubangele uthintelo olubanzi kunye namanyathelo ococeko loluntu ukuba amiswe njengendlela yokunciphisa ukuvezwa kwentsholongwane.

Iziphumo ze Uphando lwabathengi olunxulumene nobhubhane nguAccenture olwenziwe ngo-2020 lubonise ukuba ukuya kuthi ga kwi-64% yabathengi bayoyikisela impilo yabo kwaye i-82% yaboyikela impilo yabanye.

Ngolu gxininiso luhlala lusanda kwezempilo, iimpawu ze-Consumer Packaged Goods (CPG) nazo ziya kufuna ukugxila kwakhona kwaye zibeke phambili ukuxhasa indlela yokuphila enempilo kubathengi, abathengi, kunye nabasebenzi. Ukwamkela oko kwaziwa ngokuba "licebo lezempilo" ngokuqinisekileyo kuya kuba ngumahluko wophawu lobuchule nakwixesha lasemva kobhubhane.

Ukwenyuka kokuthembela kwidijithali

Ukuqala kobhubhane kubone utshintsho oluya ekuthengeni idijithali njengoko abathengi abaninzi besiya besiya kumajelo okuthenga kwi-Intanethi njengendlela yokunciphisa unxibelelwano okanye njengenyathelo lokugqibela ngenxa yamanyathelo okuvalwa.

A Ingxelo yeStatista kwisabelo sabathengi base-US abazame iindlela ezintsha zokuthenga ukusukela oko kwaqala ubhubhane babonise ukuba ngokumbalwa amajelo okuthenga ngaphandle kweintanethi abanawo, i-29% yabaphenduli bazamile indlela entsha yokuthenga yedijithali.

Ingxelo efanayo ibonise ukuba i-spike yokuthenga yedijithali yabonwa ngaphakathi eYurophu. ISpain irekhode ipesenti ezingama-44 zabaphenduli abathe bathenga kwi-Intanethi rhoqo ngenxa yobhubhane, i-Italiya ine-37%, i-UK ine-30%, iJamani ine-29%, iFrance ine-27%, kwaye iSweden ine-26%.

Xa kuziwa kwiindidi eziphambili zeemveliso eziza kuthengwa kwi-intanethi kwixesha elizayo e-US, Iziphumo zophando lweStatista bonisa ukuba ukuya kuthi ga kwi-47% yabaphenduli baya kuthenga kuqala izixhobo kunye nobuchwepheshe kwi-intanethi, ngelixa i-44% iya kuthenga iimpahla kwi-intanethi, i-37% iya kuthenga ubuhle kunye nezinto zokuthambisa kwi-intanethi, i-30% iya kuthenga iimveliso zokhathalelo lomntu kwi-intanethi, kwaye i-27% iya kuthenga iimveliso zokunakekelwa kwasekhaya kunye nekhaya kwi-intanethi.

Nini abathengi bedijithali baphononongwa kwinto abayifumene ibalulekile xa bethenga kwi-intanethi, i-43% yabaphenduli bathi "ukuhanjiswa okukhawulezayo okanye okuthembekileyo," kananjalo i-43% yathi "ukufumaneka kwesitokhwe," i-36% yathi ikwazi ukukhawuleza kwaye ilula ukukhangela iwebhusayithi ukuze bafumane iimveliso abazifunayo, i-31% yathi ikwazi ukubona uluhlu lwempahla eyongeziweyo xa kuthelekiswa nezo zikwiivenkile eziphathekayo, kunye nomgaqo-nkqubo we-31%.

Shift kwixabiso kunye "nokusetyenziswa ngokuqaphela," ukwehla kokunyaniseka

Nangona kukho ukwanda kokuthengwa kwedijithali, kuye kwakho ukuhla kwenkcitho yabathengi ngokubanzi.

Oku kube sisiphumo sokuhla komvuzo wekhaya, njengoko kutyhilwe ngu- Ingxelo kaMcKinsey oko kwabonisa ukuba ukwehla kwengeniso yekhaya kuxelwe ubuncinane kwisinye kwisithathu saseMelika. Oku kubangele ukuya kuthi ga kwi-40% yabantu baseMelika bathi bachitha ngononophelo.

Olu gxininiso kwixabiso luye lwadibana nesinye isimo sengqondo esikhulayo sabathengi sokuzama ukunciphisa inkunkuma kunye nokuthenga ukhetho oluzinzileyo lwemveliso. Oku kukhokelele ekwenyukeni “kokusetyenziswa kokuqonda” njengoko abathengi beba nexabiso ngakumbi kwaye bexhalabele inkcitho, ekulindeleke ukuba iguqulele kwinkcitho encinci kumacandelo anokubonwa, anje ngempahla, ukuhamba, kunye nezithuthi, kodwa inkcitho ethe kratya kwizinto eziyimfuneko ezinje ngezinto zasekhaya kunye negrosari.

Enye indawo ekunokwenzeka ukuba ibone utshintsho ngenxa yolu tshintsho lokuziphatha kwabathengi kukunyaniseka kwebrand. Ukuya kuthi ga kwi-34% ye abathengi base-US bazamile umthengisi owahlukileyo, ivenkile, okanye iwebhusayithi xa uthenga ngexesha lobhubhane ngo-2021.

Imfuno ekhulayo yexabiso ibangele ukuba abathengi batshintshe kwiimpawu ezahlukeneyo bekhangela amaxabiso aphantsi, ubungakanani bepakethe enkulu, ukunyuswa, okanye ukuthumela ngenqanawa. Ukuze amashishini akwazi ukugcina iziseko zabo ezikhoyo zabathengi kwaye agcine ukunyaniseka kwabathengi kwixesha elizayo, kuya kufuneka ahlangabezane nale mfuno ikhulayo yexabiso.

Inkcitho yendlela yokuphila evaliweyo, ukukhulisa "uqoqosho lwasekhaya"

Ubhubhani unyanzelise uninzi lwabemi ukuba batshintshe indlela yabo yokuphila ukuze benze umsebenzi okude okanye ukufunda kude. Ngelixa oku kungakhange kulunge kwabanye, kusebenzele abanye kwaye kuvelise imfuno ehlaziyiweyo yokubandakanya iinkqubo ezixubileyo zomsebenzi.

Kuqikelelwa ukuba umsebenzi owenzeka kude owenzeka ngenxa yobhubhane uya kuba nefuthe lexesha elide kwaye ubambe, ngakumbi njengoko itekhnoloji entsha nesebenzayo ngakumbi ephucula unxibelelwano kunye nokwenza ngcono ukusebenza kwasekhaya kuyaqhubeka kuphuhliswa.

A Ingxelo kaMcKinsey kwiziphumo zobhubhane kwindlela abathengi ababonisa ngayo ukuba sisithathu kwisithathu sabathengi base-US ababesenza imisebenzi yesiqhelo yangaphandle kwekhaya, kwaye i-80% yabathengi bavakalise inkxalabo xa beshiya ikhaya.

Inkcitho yabathengi iya kuqhubeka nokubonisa olu tshintsho kwindlela yokuphila yabathengi njengoko abathengi abaninzi bechitha umvuzo wabo kwimisebenzi yasekhaya kunye neemveliso kunye neenkonzo ezenza le "ndlela yokuphila yasekhaya." Oku kuya kuthetha ukuqhubeka kwemfuno yesoftware, i-elektroniki, kunye netekhnoloji yokusebenza okanye ukufunda ekhaya, iimveliso zegadi, kunye nempahla yokulala.

Utshintsho kulandelelwano lokuzaliseka okukhethiweyo

Lo bhubhani ukwaphembelele ukhetho lwabathengi ngokweendlela zokuzalisekisa iodolo. Ukunciphisa unxibelelwano, inani labathengi liguqukele kwezinye iindlela zokuzaliseka ezinjengocofa kwaye uqokelele kunye ne-curbside pickup.

Ixesha lobhubhane libone ukwanda kokucofa kunye nokuqokelela iintengiso zentengiso, kunye a Uqikelelo lweStatista Amanqaku kolu tyekelo lukhula e-US kwithuba loqikelelo luka-2019-2024. Ngelixa ucofa kwaye uqokelele intengiso yokuthengisa ifikelele kwi-US $ 35 yebhiliyoni ngo-2019, baye bafikelela kwi-US $ 72 yebhiliyoni ngo-2020 kwaye bafikelela kwi-US $ 83.5 yebhiliyoni ngo-2021.

Oku kuthetha ukuba abathengisi kufuneka babe bhetyebhetye kwiinketho zokuzaliseka abazinikezelayo njengoko abathengi bekhangela iinketho eziguquguqukayo. Kwangaxeshanye, abathengi bafuna ukuzaliseka kweodolo ekhawulezileyo nesebenzayo njengoko kukho imfuno eyongeziweyo yeenkonzo zokuhanjiswa ngokukhawuleza ezibonelela “ngaphakathi kweyure,” “usuku olunye,” okanye “usuku olulandelayo” iinkonzo.

Okokugqibela, ukuthunyelwa kwasimahla okanye okunexabiso eliphantsi kuba yinto elindelweyo kubathengi abaninzi, oko kuyenza ibe yinto enokubeka uphawu ngaphandle kwabakhuphisana nabo emehlweni abathengi. Amashishini kuya kufuneka athathe inxaxheba ekuthumeleni simahla okanye ngexabiso eliphantsi kwimisebenzi yawo kunye neemodeli zamaxabiso ukuze akwazi ukukhuthaza abathengi.

isiphelo

Lo bhubhani uye wakhawulezisa ukwamkelwa kwe-e-commerce kwaye ukhokelela ekuthembekeni okuhlala kusanda kwidijithali, oko kwenza ukuba kunyanzelekile ukuba amashishini athathe indlela yokuqala yokuthengisa i-e-commerce ukuthelekisa ukutshintsha kwezinto ezikhethwa ngabathengi kunye nokuziphatha kokuthenga.

Ukutshintsha kwabathengi kwixabiso kunye "nosetyenziso oluqaphelayo" ngenxa yokuncipha kwemivuzo yekhaya kunye nokunyuka kokuqonda kwenkunkuma kuthetha ukuba amashishini kufuneka anike izisombululo kumaxabiso abo, ubungakanani bephakheji, ukunyuswa, kunye neendleko zokuthumela ezibanceda bagcine ukunyaniseka kwabathengi.

Lo bhubhani ube nempembelelo emandla kwizimo zengqondo zabathengi kunye nendlela amashishini asebenza ngayo. Ukuze bahlale bekhuphisana, amashishini kuya kufuneka aqonde kwaye alungelelanise utshintsho oluya kuba nefuthe elide kwindlela abathengi abaphila ngayo ubomi babo kunye nokuzibandakanya neempawu.