Ngenkathi izitolo ezithengisa izitini nodaka kanye nesipiliyoni sokuthenga esiseceleni sekuvele kwaphakama endaweni yezitolo, singene enkathini entsha yokuthengisa, eqhutshwa abathengi abafuna ukuzizwisa kokuthenga okusebenzisanayo, okomuntu siqu nokuxhumekile.
Ngokuzimisela ukuba ngaphezu kwenombolo nje, abathengi banamuhla bangabantu abaqhutshwa isipiliyoni, abomdabu be-digital-hybrid abafuna imikhiqizo namasevisi enziwe ngendlela oyifisayo empilweni yabo. Abasaneliseki ngomsebenzi, bafisa uhambo lokucwiliswa, oluqondene nawe oluhlanganisa indawo ebonakalayo nedijithali, olujabulisayo futhi olubajabulisa kuzo zonke izindawo zokuthinta kanye nokuletha ukunethezeka okukhulu.
Faka i-omnichannel - imodi yesimanje yokuthengisa lapho izitolo ezibonakalayo, izinkundla ze-inthanethi nezinhlelo zokusebenza zeselula zisebenza njengento eyodwa, ziletha ngaphandle komthungo ukuzizwisa kokuthenga okulula kakhulu, okujabulisayo nokwenza komuntu siqu.
Namuhla, ifaneli ende yokuthenga eyake yafinyelela ezindaweni eziningi zokuthintwa isibhidlike ngokuphelele. Nakuba esikhathini esidlule abathengi bebengase baqale babone uhlobo ebhodini lokukhangisa, futhi balukhumbule ngemva kwamasonto ambalwa ngesikhathi bephequlula amaphasishi esitolo, uhambo lwanamuhla lungagxuma lusuka ekutholeni umkhiqizo luye ekuthengeni ngokushesha ngokuchofoza nje.
Kusuka kokuhlangenwe nakho okuhlukaniswe ngama-siled, lapho ukuthenga bekuwumsebenzi osindwa indlela yokulinganisa konke, ukuzizwisa kwanamuhla kokuthengisa kuyisimangaliso esixubile. Ihlanganisa ngaphandle komthungo imihlaba eku-inthanethi nengaxhunyiwe ku-inthanethi, ukuthengisa kwe-omnichannel kuletha ukuguquguquka okungenakuqhathaniswa, ukukhetha kanye nokwenza kube ngokwakho kokuhlangenwe nakho okujabulisayo nokujabulisayo. Amakhasimende angaqala ulwazi lwawo lokuthenga kunoma iyiphi indawo noma isiteshi, abese eqhubeka kalula lapho egcine khona kwesinye isiteshi, kungakhathaliseki ukuthi akuphi.
Omnichannel endle
Lokhu okuhlangenwe nakho okusha kakade kudala ukukhula kokuthengisa, kuthuthukisa ukuqashelwa komkhiqizo, ukwethembeka, nokuthuthukisa ukwaneliseka kwamakhasimende - ikakhulukazi e-APAC, eziqhenya njengehamba ngokushesha emhlabeni ekuthengiseni iziteshi zonke. Ake sithathe uhambo oluthathu lwesiteshi sendawo yonke se-APAC sisebenza:
I-Burberry: I-Amped "social retail"
Indlu yemfashini kanokusho Isitolo sokuqala sika-Burberry “sokudayisa komphakathi” e-Shenzhen sichaza kabusha ulwazi lokuthenga. Ukusetha inkundla yomlingo wedijithali, izivakashi zamukelwe “Isifanekiso Esiphilayo” esisebenzisanayo, futhi yonke into ingenziwa iphile ngokuskena, ukuvezwa kwamavidiyo, imibukiso yemigwaqo yezindiza, kanye nemininingwane enemininingwane ngezinto zokwakha nemibala.
Konke okwenziwayo kusekelwe idatha, exhunywe ngokukhokha kwakho konke kwe-WeChat, ukwethembeka kanye nohlelo lokusebenza lwe-ecosystem. Amakhasimende ajulisa ukusebenzisana kwawo kwesitolo esebenzisa uhlelo lokusebenza oluncane lwe-Burberry's WeChat, ukubhuka izindawo emicimbini noma esitolo, ukubeka amazwana, nokwabelana ngokuqukethwe okukhiqizwa umsebenzisi. Lokhu kusebenzisana kuklomelisa abasebenzisi ngemali yomphakathi, okubavumela ukuthi bakhulise i-virtual mascot ye-Burberry ngendlela eyingqayizivele, eyenziwe yamageyimu.
Kodwa kuthiwani ngemiklomelo “yomhlaba wangempela”? Imali yomphakathi yangaphakathi nohlelo inweba esitolo, ivule okukhethekile, ukuzizwisa komuntu siqu, kusukela kumamenyu esitolo esiyimfihlo kuya ekufinyeleleni okukhethekile egumbini lokugqoka le-“Trench Experience” nemicimbi yangasese. Ngayinye yakhelwe ukuthuthukisa ulwazi lokuthenga olunethezeka ngokuthinta okukhethekile kanye nezikhathi ze-Instagrammable, ukusetha ibhentshimakhi yokuthengisa enkathini yedijithali.
I-Hema: Iphayona lezitolo ezintsha e-China
I-Hema, isuphamakethe “entsha yokudayisa” ye-Chovm, isinyakazise uhambo lwamakhasimende, ihlanganisa kalula ukuxhumana okuku-inthanethi nokungaxhunyiwe ku-inthanethi. Isebenzisa ukutholwa komkhiqizo onothile wemidiya, amakhasimende manje anolwazi oluningi ezandleni zawo kunangaphambili. Ngokuskena okukodwa kwe-SKU esitolo, bangafinyelela Ikhasi Lemininingwane Yomkhiqizo eliklanywe kakhulu, elinokuxoxwa kwezindaba okubonakalayo. Bese kuba namathegi entengo ye-e-inki kuwo wonke amashalofu, abonisa amanani ukuze afane nezintengo eziku-inthanethi namaphromoshini.
Kwa-Hema, ukuthengisa kunqunywa idatha enkulu ye-Chovm yendawo yasendaweni. Lokhu kuhumushela emikhiqizweni engcono, eqondaniswe kakhulu nezintandokazi zabathengi. Thatha uhla lomkhiqizo we-Hema "Daily Fresh", isibonelo. Ixhaswe idatha yezohwebo ezidijithali nezibikezelo, umkhiqizo uthengiswa ngokuqinile emashalofini amahora angu-24 kuphela futhi ukhangisa ngokucacile usuku wenziwe, ngokuqondile ephaketheni.
Ukuthatha isifiso sabathengi baseShayina sokusha kakhulu siyise ezingeni elilandelayo, abathengi bangakwazi futhi ukukhetha abakubambayo emathangeni okudla kwasolwandle, kuyilapho bethwebula ulwazi lomkhiqizo olufana nohlobo, indlela yokuphila kanye namathiphu okupheka. Omabhalane besitolo bese besiza ekukhetheni okubanjiwe bukhoma emathangeni, ongakwazi uku-oda ngokushesha ukuthi kuphekwe ngendlela ofisa ngayo, umpheki wasesitolo kanye nekhishi.
Inani lekhasimende elishajayo, i-Hema isishintshile isuka ekubeni “isitolo esikhulu” nje yaba “indawo yokuhlangana yokuzijabulisa,” enezitsha ezikwazi ukujatshulelwa ngaso leso sikhathi nabangane nomndeni esigabeni sokuhlala phansi. Ehlanganisa ubuchwepheshe obuphambili naphakathi, amarobhothi aphinde alethe isidlo sakho etafuleni lakho, esebenzisa ubuchwepheshe obufanayo obusetshenziswa i-Chovm ezinqolobaneni zayo ukuze ingeze ukufafaza okuthile esitolo.
I-Taobao: Inkosi yokuqukethwe yamapulatifomu emakethe
Inkundla yokuthenga ye-inthanethi yamaShayina i-Taobao isiguqule ukuthengwa kwezitolo, ngeziteshi zokusakaza bukhoma ezingaphezu kuka-130 ekhasini lasekhaya lohlelo lokusebenza lwe-Taobao. Abathengi bazibandakanya ezingxoxweni ezibukhoma nasemidlalweni nabantu abathenjwayo ngohlelo oludidiyelwe lwengxoxo ebukhoma ye-Taobao Live futhi bawine imiklomelo kuyilapho begcwalisa inqola yabo.
Okuhlangenwe nakho kwabathengi eTaobao akusebenzi nje kuphela, kodwa kuyajabulisa futhi. I-Taobao iphinde inikeze ngokuzingela kwamagugu okuvula izaphulelo kanye nemibuzo edlalwayo eveza amagugu afihliwe. Kuyaphumelela: abathengi bathola i-adventure ngakho konke okuthengwayo, kuyilapho amabhrendi efinyelela izethameli ezintsha, afunde ngokuncanyelwayo futhi azibeke njengabaholi bokuthengisa bezinsuku zanamuhla.
Futhi iyimodeli ekhokhayo. NgoSuku Lwabangashadile lwango-2023, iziteshi ezingu-38 ezisakazwa bukhoma eziqhutshwa abathengisi zenze ngaphezu kwezigidi ezingu-RMB100 (US$13.9m) nge-Gross Merchandise Volume ngasinye.1
Kodwa kungani ume lapho? Isebenzisa ukuhweba okugcwele komphakathi kanye nokuxoxwa kwezindaba komkhiqizo ojulile wemidiya, ukuhlanganiswa kwenkundla yezokuxhumana kweTaobao kuvumela amakhasimende ukuthi abelane ngezibuyekezo, izindlela zokupheka, kanye nokudonsa. Ngaleso sikhathi, abathengisi bangaxhumanisa amazwi omlomo kubathengi abakhona ngokuthenga okusha. Lokhu kwakha i-buzz yempilo yangempela edala i-organic virality, eqhuba ukutholwa komkhiqizo futhi iwusizo olukhulu ekuzibandakanyeni komkhiqizo nokwakha umphakathi.
Isikhathi sesenzo
Isho ukuthini le nkathi entsha yokuthengisa ye-omnichannel kumkhiqizo wakho? Ukuze usebenzise ubuhlakani be-omnichannel ye-APAC kulwazi lwakho lokuthengisa, cabanga ukuthi ungakwenza kanjani lokhu:
- Vumela umkhiqizo wakho uxoxe indaba ejulile yomkhiqizo wokuxoxa. Bona ukuthi ungakuxhumanisa kanjani ukuthenga kwe-IRL nolwazi lomkhiqizo ku-inthanethi, okungaba nemidiya, kugxile, futhi kudlulele ngale kwemininingwane yomkhiqizo.
- Dlula ngale kwamakhadi okwethembeka futhi usebenzise ukwenza kube ngokwakho ukuze udale umuzwa wokuthenga oyingqayizivele. Ngale kwezincomo ezinikwe amandla yi-algorithm, ngo-2024, lokhu kufaka phakathi okuqukethwe komuntu siqu kunhloso/iphrofayili yakho yokuthenga, kanye nokubonisana okwenziwa umuntu oyedwa no-1.
- Vula igeyimu yakho bese uvula ukuzizwisa okulula kokuthenga kube ukuzizwisa okujabulisayo nokubandakanyayo. Ungacabangi nje ngefomethi "yomdlalo" wendabuko, kodwa ukusebenzisana ngokubamba bukhoma, kanye nezinjabulo zokuzingela ingcebo zezaphulelo zefestiveli.
- Hlola izindlela ezintsha ezihlanganisa okomzimba kanye nedijithali ukuze udale ukuzizwisa okugxilile okugcina amakhasimende ebuya ukuze athole okwengeziwe. Cabanga ukuthi ungakugqugquzela kanjani ukungena, futhi ushumeke izikhala ezibonakalayo ngemisebenzi Yeqanda Lephasika, enikwe amandla ku-inthanethi.
Kundawo yokudayisa ehlala ishintsha, ukwamukela amasu ama-omnichannel akuyona inketho; kuyisidingo sokukhula okuqhubekayo kanye nokufaneleka. Ukuzivumelanisa nezimo kanye nokusungula izinto ezintsha ngaphakathi kohlaka lwama-omnichannel ngeke nje kuthuthukise ukusebenzelana kwamakhasimende nokwethembeka kodwa kuqinise isikhundla somthengisi njenge-trailblazer kwezohwebo zesimanje, ukuzilungiselela ukuhambisana okuqhubekayo ngokuhamba kwesikhathi.
Umthombo ovela I-SSI
Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla lunikezwa i-sgkinc.com ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.
