Njengoba sisondela ku-2025, imakethe yesisekelo ihlangabezana nenguquko eguquguqukayo egqugquzelwa ukusungula izinto ezintsha kanye nokushintshashintsha okuthandwayo kwabathengi. Lo mkhiqizo wezimonyo obaluleke kakhulu ukhula ngamandla, uthonywa izitayela zokuhlanganisa, ukusimama, nokusebenza okuningi. Ukuqonda lezi zinguquko kubalulekile kubabambiqhaza abafuna ukuphumelela embonini yobuhle.
Okuqukethwe:
- Uhlolojikelele lwemakethe yesisekelo
- Ukubandakanya kanye nokwandiswa kwethunzi
- Ubuhle obuhlanzekile futhi obuqhubekayo
– Skincare-wafaka isisekelo
- Ukuthuthuka kwezobuchwepheshe kusisekelo
- Izitayela zesikhathi esizayo kanye nezidingo zabathengi
Uhlolojikelele lwemakethe yesisekelo
Imakethe yesisekelo somhlaba ikhombisa ukukhula okukhulu njengoba ijwayela imvelo yobuhle eguqukayo. Idatha yakamuva ibiza imakethe cishe ku-$4.30 billion ngo-2024, ibikezela izinga lokukhula lonyaka elihlanganisiwe (CAGR) lika-6.35% ukusuka ngo-2024 kuya ku-2031.
Ngokwesifunda, iNyakatho Melika kanye ne-Europe kuyaqhubeka nokuba namandla, kepha isifunda sase-Asia-Pacific sivela njengomdlali obalulekile ngenxa yokukhula kwesigaba esimaphakathi kanye nokukhula kokwazi kobuhle. Ukunyuka kweziteshi zokuthengisa eziku-inthanethi nokuduma kwamathrendi e-K-beauty kanye no-J-beauty kusekela le ndlela ekhuphukayo.
Abathengisi abaphambili abafana no-L'Oréal, u-Estée Lauder, no-Shiseido batshala imali eningi ocwaningweni nasekuthuthukisweni ukuze basungule izinto ezintsha futhi babambe isabelo semakethe. Ukugxila kwabo ekudaleni izisekelo ezibhekelela ukuhlukahluka kwesikhumba futhi kufake izinzuzo ezithuthukisiwe ze-skincare kubabeka njengabaholi kulo mkhakha wokuncintisana.
Ukubandakanywa kanye nokwandiswa komthunzi
Ukwandisa ububanzi bethunzi ukuze kuhlangatshezwane nazo zonke izithonjana zesikhumba kuyaqhubeka nokuba umkhuba obalulekile emakethe yesisekelo. Lokhu kushintsha kudlula inani lama-shades; imayelana nokuqinisekisa ukuthi le mithunzi iyafinyeleleka futhi ihlangabezana nezidingo ezahlukahlukene zabathengi. Amaphayona anjengoFenty Beauty abeke izindinganiso eziphakeme, akhuthaza ezinye izinhlobo ukuba zilandele.
Ukubaluleka kokubandakanywa kubonisa isidingo sabathengi semikhiqizo ehambisana nobunikazi bayo. Ngakho-ke, amabhrendi asebenzisa ubuchwepheshe ukuthuthukisa izinsizakalo zokufanisa imibala, okwenza kube lula kubathengi ukuthola okufanayo kwabo okuphelele. Lo mkhuba usazoqhubeka njengoba amabhrendi ehlose ukugqugquzela umuzwa womphakathi kanye nokufukula abaxhasi bawo.
Ukubandakanywa kuqondaniswe nezingxoxo ezinkulu zomphakathi mayelana nokuhlukahlukana nokumelwa, okwenza kube isidingo esinamasu kumabhrendi afuna ukuxhumana nabathengi besimanje. Lo mkhuba awubandakanyi nje inani lemithunzi kodwa futhi nekhwalithi nokunemba kwamathoni aphansi, okuqinisekisa ukuthi wonke umthengi uzizwa emelwe futhi ehlonishwa.
Ubuhle obuhlanzekile nobuqhubekayo
Ukunyakaza kobuhle obuhlanzekile kuba nomthelela omkhulu emakethe yesisekelo, lapho abathengi baqhubeka befuna imikhiqizo engenawo amakhemikhali ayingozi futhi ehambisana nemvelo. Lesi sidingo siholele ekwakhiweni kwezisekelo ezinezithako ezihlanzekile kanye nokupakishwa okusimeme, okukhanga abathengi abaqaphela imvelo.
Imikhiqizo iphendula ngokubeka phambili ukubeka izinto obala ekutholeni isithako nokusebenzisa ukwakheka okungenalo unya kanye ne-vegan. Lolu shintsho aluhlanganisi nje kuphela okulindelwe ngabathengi kodwa futhi lubeka amabhrendi njengabaholi esikhaleni sokusimama, okuhlinzeka ngenzuzo yokuncintisana. Isibonelo, amabhrendi afana ne-Ilia kanye ne-RMS Beauty azuza ukuduma ngokuzibophezela kwawo ekuhlanzeni izimiso zobuhle.
Njengoba ukusimama kusalokhu kugxilile, imakethe yesisekelo izoqhubeka nokusungula izinto ezintsha ekwakhiweni nasekufakweni komkhiqizo. Izinkampani ezibeka phambili imikhuba eco-friendly cishe zithole ukuthandwa ngabathengi, ziqhubekisele phambili ukukhula kwemakethe. Lokhu kuhlanganisa ukusebenzisa izinto ezibolayo kanye nokunikeza izinketho zokupakisha ezigcwalisekayo, ezinciphisa umthelela wendawo futhi zihehe amakhasimende aqaphela imvelo.
Isisekelo sokunakekelwa kwesikhumba
Inhlanganisela ye-skincare kanye nezimonyo iwumkhuba ovelele emakethe yesisekelo, lapho abathengi befuna imikhiqizo ehlinzeka kokubili izinzuzo zobuhle ne-skincare. Izisekelo ezifakwe izithako ezifana ne-hyaluronic acid, amavithamini, ne-SPF ziyakhula, zinikeza ukugeleza kwamanzi nokuvikelwa ngenkathi ziletha isiphetho esingenasici.
Lo mkhuba ubonisa okuthandwa kakhulu ngabathengi emikhiqizweni enemisebenzi eminingi eyenza kube lula izindlela zobuhle futhi enikeza izinzuzo zesikhumba zesikhathi eside. Imikhiqizo ingena kulesi sidingo ngokwakha izisekelo ezifiphalisa imigqa phakathi kwezimonyo ne-skincare, eheha labo abafuna izixazululo zobuhle eziphelele. Imikhiqizo efana ne-IT Cosmetics' CC Cream kanye ne-Lancôme's Teint Idole Ultra Wear Foundation iyisibonelo salo mkhuba.
Ukunyuka kwezisekelo ezifakwe ku-skincare kugqamisa ukubaluleka kokuqamba izinto ezintsha ekuthuthukisweni komkhiqizo njengoba imikhiqizo ilwela ukuhlangabezana nezidingo zabathengi eziguqukayo. Lo mkhuba uphinde ugqugquzelwe ukwanda kokuqwashisa ngempilo yesikhumba, lapho abathengi befuna imikhiqizo ethuthukisa ukubukeka kwabo futhi ekhuthaza impilo yesikhumba jikelele.
Ukuthuthuka kwezobuchwepheshe kusisekelo
Ubuchwepheshe budlala indima ebalulekile ekwakheni kabusha imakethe yesisekelo, ngemikhiqizo ethuthukisa intuthuko ukuthuthukisa ukunikezwa kwemikhiqizo kanye nolwazi lwabathengi. Kusukela kumathuluzi okufanisa imibala aqhutshwa yi-AI kuya kuzici zokuzama ezibonakalayo, ubuchwepheshe buyashintsha indlela abathengi abasebenzisana ngayo nemikhiqizo eyisisekelo.
Lezi ntuthuko zithuthukisa ukunemba kokufanisa ithunzi futhi zithuthukise umuzwa wokuthenga uwonke, okuvumela abathengi ukuthi benze izinqumo ezinolwazi. Amabhrendi amukela ubuchwepheshe abekwe endaweni engcono yokuhlangabezana nokulindelwe ngabathengi futhi aqhubekisele phambili ukuzibandakanya endaweni yedijithali yokuqala. Isibonelo, I-Virtual Artist ka-Sephora kanye ne-L'Oréal's AI-powered Modiface ziguqula indlela abathengi abathenga ngayo ukuze bathole isisekelo.
Ngaphezu kwalokho, ubuchwepheshe bushayela indlela entsha ekwakhiweni komkhiqizo, kwakheka izisekelo ezisebenza kahle kakhulu nezinzuzo. Lokhu okuqanjwa okusha okuqhubekayo kubalulekile kumabhrendi afuna ukugcina umkhawulo wokuncintisana. Izinto ezithuthukisiwe nezindlela zokwakha, ezifana ne-microencapsulation kanye ne-nanotechnology, zivula indlela yezisekelo zesizukulwane esilandelayo ezinokukhava okungcono, ukuphila isikhathi eside, nezinzuzo zesikhumba.
Izitayela zesikhathi esizayo kanye nezidingo zabathengi
Uma sibheka phambili, imakethe yesisekelo isethelwe ukukhula okuqhubekayo, okuthonywa izitayela ezivelayo kanye nezidingo eziguqukayo zabathengi. Ukwenza kube ngokwakho, ukusimama, nokuhlanganisa kuzohlala kuyizindawo ezibalulekile okugxilwe kuzo njengoba abathengi befuna imikhiqizo ehambisana namagugu kanye nendlela yabo yokuphila.
Ukwengeza, ukukhuphuka kwezisekelo ezifakwe ku-skincare kanye nentuthuko yezobuchwepheshe kuzoqhubeka nokubumba imakethe, kunikeze amathuba ezinkampani ukuthi zisungule futhi zizihlukanise. Njengoba imboni yobuhle ithuthuka, amabhrendi kufanele ahlale ehambisana nala mathrendi ukuze ahlangabezane nezidingo zabathengi futhi azuze impumelelo yesikhathi eside. Ukuhlanganiswa kwe-AI nokufunda komshini ekuthuthukisweni komkhiqizo nokusebenzisana kwabathengi cishe kuzovame kakhulu, kunikeze izixazululo eziqondene nawe nezisebenza kahle kakhulu.
Isiphetho
Imakethe yesisekelo isendleleni eguquguqukayo, emisha kanye nezidingo zabathengi eziqhuba ukukhula noguquko. Ngokugxila ekubandakanyekeni, ekusimameni, nakubuchwepheshe, amabhrendi angabamba amathuba azayo futhi avikele izikhundla zawo embonini yobuhle eqhudelanayo. Ukwamukela la mathrendi kuqinisekisa ukuthi amabhrendi ahlala efanelekile futhi esabela ezidingweni zamakhasimende awo endaweni ehlala ishintsha yobuhle.
