7 Amathrendi Abalulekile Okuziphatha Kwabathengi Embonini Yobuhle ka-2023

Imboni yobuhle ibilokhu ingumkhakha oguquguqukayo nentsha, ithuthuka njalo ukuze ihlangabezane nezidingo zabathengi. Imboni ibone ushintsho olukhulu ekuziphatheni kwabathengi eminyakeni yamuva nje, oluqhutshwa yizinto ezahlukahlukene ezifana nenkundla yezokuxhumana, ukuhlukahluka kanye nokubandakanya, kanye nokuqonda ngezempilo.

Ngokufika kobuchwepheshe kanye nokusabalala okwandayo kokuthenga ku-inthanethi, izinhlobo zobuhle kumele ziguqule amasu azo ukuze zihlale zibalulekile esimweni esishintsha njalo sokuziphatha kwabathengi.

Lesi sihloko sizohlola ezinye zezindlela ezibaluleke kakhulu zokuziphatha kwabathengi embonini yobuhle nokuthi zisho ukuthini ngemikhiqizo esebenza kulesi sikhala.

Okuqukethwe
Uhlolojikelele lokuziphatha kwabathengi embonini yobuhle
7 amathrendi okuziphatha kwabathengi abasafufusa
Izinyathelo ezilandelayo

Uhlolojikelele lokuziphatha kwabathengi embonini yobuhle

Imboni yobuhle ihambe ibanga elide kusukela ezinsukwini zayo zakuqala zezindinganiso zobuhle bendabuko kanye nokunikezwa kwemikhiqizo elinganiselwe.

Imakethe yamanje yomhlaba wonke yobuhle nokunakekelwa komuntu siqu kulindeleke ukuthi ifinyelele imali engenayo engama-US $ 571.10bn ngo-2023, ngenani lokukhula lonyaka 3.80%. Ingxenye enkulu yemboni yi ukunakekelwa komuntu siqu, ibalwa ngenani lemakethe lama-US$253.30bn ngo-2023.

Amathrendi okuziphatha kwabathengi adlala indima ebalulekile ekuziphendukeleni kwemvelo kwemboni, ngesidingo esikhulayo sokusimama, ukubandakanywa, ukuhlukahluka, kanye nokuchaza kabusha ubudoda.

Ngo-2023, kubikezelwa ukuthi u-27.5% wesamba semali engenayo emakethe yobuhle nokunakekelwa komuntu siqu izokwenziwa ngokuthengisa ku-inthanethi. Ngalawa mashifu ekuziphatheni kwabathengi, amabhizinisi kufanele ahlale enolwazi lwakamuva ngezitayela zemboni futhi alungise amasu awo ngokufanele.

7 amathrendi okuziphatha kwabathengi abasafufusa

1. Imikhiqizo enesimilo nesimeme

Imboni yobuhle ithuthuka ngokushesha, futhi ukuziphatha kwabathengi kuhamba phambili kulolu shintsho. Namuhla, abathengi abagxili kuphela endleleni imikhiqizo yabo yobuhle ebukeka ngayo noma ebenza bazizwe ngayo kodwa futhi nomthelela wemvelo nokuziphatha wale mikhiqizo.

Ucwaningo lwakamuva lukhombisile lokho 66% yabathengi funa ngenkuthalo esimeme futhi kwezemvelo brand. Ngaphezu kwalokho, u-55% wabathengi uzimisele ukukhokha okwengeziwe ngemikhiqizo ehambisana namanani abo.

Kodwa-ke, abathengi baphinde baba nokungabaza kakhulu izimangalo zokusimama kwezinkampani, njengoba u-72% ukholelwa ukuthi imikhiqizo idlula imizamo yabo.

Ukuze uthole ukwethenjwa kwabathengi, amabhizinisi kufanele anikeze okusebenzayo nokuyiqiniso ukusimama imizamo emikhiqizweni yabo. Ngokuqondene namalebula ezimiso zokuziphatha, “okuhlanzekile” kanye “nobungenasihluku” kungenzeka kakhulu ukuthi kushayele ukuthenga ku-inthanethi, 75% yabaneminyaka engu-31-35 ubudala ethonywe imikhiqizo “ehlanzekile” kanye nama-71% wabathengi besifazane abakhangwa izinketho “ezingenalo unya”.

Lokhu okutholakele kukhombisa isidingo esikhulayo semikhiqizo yobuhle eqhubekayo futhi enesimilo, nevolumu yokusesha "yobuhle obuqhubekayo" ekhuphuka ngaphezu kwama-700% kusukela ngo-2019.

2. Ukuhlukahluka kanye nokubandakanywa

Njengoba izinkampani ezimbonini ezahlukahlukene seziqalile ukubhekana nokungabi nabulungiswa komphakathi, abathengi bafuna izinguquko ezinkampanini zobuhle.

Noma u-43% wabathengi bobuhle bethi bayakujabulela ukubona izinhlobo ezahlukene zobuhle ezikhangisweni, idatha ibonisa lokho cishe abathengi oyedwa kwabahlanu uzizwe ushiywe ngaphandle ezikhangisweni zobuhle. Leyo nombolo imele u-25% weGen Zers.

Abathengi bafuna izinhlobo zobuhle ezibungazayo ukuhlukahluka futhi ukufakwa ngokuhambisana nezimfuno zomphakathi zokumelwa ngokulinganayo.

Ngokwesifundo, kuyilapho u-43% wabathengi bobuhle bejabulela ukubona izinhlobo ezahlukene zobuhle ezikhangisweni, cishe oyedwa kwabahlanu uzizwa engabaliwe ezikhangisweni zobuhle, 25% kuGen Zers.

Lokhu kubonisa ukuthi abathengi bafuna amabhrendi anezwi mayelana nokubandakanywa futhi athatha izinyathelo ezisebenzayo ekuthuthukiseni nasekumele zonke izinhlobo zobuhle.

3. Ukwelashwa ekhaya

Lo mkhuba ubonakala ekukhuleni kwemakethe ye-Global Beauty Device, okulindeleke ukuthi ibaluleke kakhulu US$ 139.277 billion by 2028.

Amadivayisi asekhaya afana Amamaski e-LED, microdermabrasion kits, kanye Imishini yokususa izinwele laser ziya ngokuya ziduma phakathi kwabathengi abafuna ukugcina izindlela zabo zobuhle besekhaya.

Ngaphezu kwalokho, 61% yabathengi banentshisekelo kumadivayisi wobuhle basekhaya, futhi u-53% uhlela ukuyithenga maduze.

4. Buchazwe kabusha ubudoda

Eminyakeni yamuva nje, ukuziphatha kwabathengi kushintshele ekuchazeni kabusha ubudoda, njengoba amadoda engeziwe eba nesithakazelo ekunakekeleni isikhumba kanye nezimonyo zabesilisa.

56% yamadoda kubika ukuthi bathenga imikhiqizo eminingi ye-skincare namuhla kuneminyaka emihlanu edlule, futhi abaningi bahlola izimonyo nezimonyo zabesilisa. I-Ipsos ibika ukuthi u-15% wabesilisa base-US abaneminyaka engu-18-65 basebenzisa le mikhiqizo, futhi u-17% bangavuma ukuyizama esikhathini esizayo.

Ngokombiko, amadoda ikakhulukazi asebenzisa imikhiqizo yobuhle ukuze athuthukise ukubukeka kwawo jikelele, ukuthuthukisa ukuthungwa kanye ukubukeka kwesikhumba sabo, futhi ubukeke umncane.

Lo mkhuba umele ithuba elikhulayo lezinkampani zobuhle ukuze zandise isisekelo samakhasimende futhi zithuthukise imikhiqizo emisha yale makethe ebikade ingasebenzi kahle.

5. Influencers marketing

Ngokusho kochwepheshe, cishe ingxenye yazo zonke izinkundla zokuxhumana abasebenzisi bazothenga okungenani okukodwa kunkundla yezokuxhumana kulo nyaka.

Okuqukethwe okukhiqizwa umsebenzisi nakho kuyisici esibalulekile, nge 62% yabathengi abancamela amabhrendi afaka izithombe zabantu bangempela abasebenzisa imikhiqizo yabo.

Ngaphezu kwalokho, 67% yabathengi bobuhle basebenzisa ama-influencers ukuthola imikhiqizo emisha.

Ngo-2024, umthengi ojwayelekile ezinkundleni zokuxhumana kulindeleke ukuthi asebenzise ama-US $ 800 kwezentengiselwano ngonyaka, abathengi phakathi 18 futhi 44 iminyaka yobudala ukuthi kungenzeka kakhulu ukuthenga inkundla yezokuxhumana. Imikhiqizo yobuhle ziphakathi kwezinto eziphezulu abazithengayo, zilandela izingubo zokugqoka.

I-TikTok ne-Instagram yizinhlelo zokusebenza zenkundla yezokuxhumana ezidume kakhulu zemikhiqizo yobuhle nabathengi, futhi izinkampani ziya ngokuya zibambisana nabagqugquzeli ukushayela ukuthengisa nokuqwashisa ngemikhiqizo.

6. Indlela yomuntu siqu

71% yabathengi balindele ukuthola ulwazi lokuthenga lomuntu siqu.

Lokhu kuhlanganisa izincomo zomkhiqizo ofanelana nawe ngokusekelwe ezidingweni zabo eziyingqayizivele kanye nezintandokazi zabo.

Imikhiqizo yobuhle enikezayo ngezifiso okuhlangenwe nakho ngemibuzo eku-inthanethi noma izincomo zomkhiqizo cishe kuzokwandisa ukuthengisa.

Empeleni, 58% yabathengi bathi maningi amathuba okuthi bathenge ebhizinisini elinikeza imibuzo eku-inthanethi ukuze bancomele imikhiqizo ethile yobuhle.

Ukuhlinzeka ngezifiso izincomo zithuthukisa ukuzizwisa kwekhasimende, zakha ukwethembeka komkhiqizo, futhi kukhulisa nokugcinwa kwamakhasimende.

7. Impilo ngaphezu kokuphelela

Abathengi babeka phambili imikhiqizo enikeza izinzuzo ngaphezu kwezithuthukisi zobuhle njengoba beqaphela kakhulu impilo. Lokhu kuhumushele ekuthandeni okukhulayo ukunakekelwa kwesikhumba phezu kwezimonyo embonini yobuhle.

Ngokocwaningo lwemakethe, i-skincare ingxenye ehamba phambili embonini yobuhle, nge 42% yesabelo semakethe.

Lo mkhuba uqhutshwa isifiso sabathengi sokunakekela kangcono isikhumba sabo futhi babhekane nezinto ezibakhathazayo njengokuguga, ukulimala kwelanga, kanye nezingcindezi zemvelo.

Ngenxa yalokho, izinhlobo zobuhle zigcizelela kakhulu izinzuzo zezempilo zemikhiqizo yazo, njenge ukuhluma, ukukhanyisa, nokuvikela isikhumba.

Izinyathelo ezilandelayo

The umkhakha wezobuhle ilokhu ivela njalo, futhi ukuziphatha nokulindela kwabathengi kuyashintsha nakho.

Izitayela esixoxile ngazo - ukubandakanywa nokwehlukahlukana, ukuchaza kabusha ubudoda, ukubeka impilo yesikhumba kuqala kunezithuthukisi zobuhle, nokulindela ukuzizwisa kokuthenga okuqondene nawe - kubumba ikusasa lemboni yobuhle.

Amabhrendi ahlala ngaphambi kwalezi zitayela futhi abeke phambili ukuhlangabezana nezidingo zamakhasimende awo kanye nalokho akulindele azochuma kule makethe yokuncintisana. Inkundla yezokuxhumana kanye nokumaketha okunamandla nakho kuya ngokuya kubaluleke kakhulu kulo mkhakha, okwenza kube semqoka ukuthi imikhiqizo ibe nobukhona obuqinile ku-inthanethi futhi ihlanganyele nababukeli bayo ngempumelelo.

Ngokukhula okuqhubekayo kwemboni, abakhi bobuhle badinga ukugxilisa umunwe empumelelweni yalezi zindlela ezisafufusa ukuze bahlale ngaphambi komncintiswano futhi bakhe ubudlelwano besikhathi eside namakhasimende abo.