Ingabe Ubhubhane Kuthinte Kanjani Ukuziphatha Kokuthenga Kwabathengi?

Lo bhubhane udale ukuphazamiseka okukhulu ezimbonini nasezimbonini eziningi, kepha ngokwezinga lomuntu siqu, ube nomthelela endleleni abantu abaphila ngayo impilo yabo yansuku zonke. Lokhu kubangele izinguquko eziphawulekayo ezimweni zengqondo zabathengi, ukuziphatha, kanye nemikhuba yokuthenga.

Kulesi sihloko, sizobhekisisa lezi zinguquko ezidingweni, izintandokazi, kanye nendlela yokuphila. Sizohlaziya ukuthi iyiphi kuzo ezophila isikhashana futhi ezoba nomthelela waphakade endleleni abathengi abathenga ngayo kanye nendlela amabhizinisi amaka ngayo futhi adayise ngayo imikhiqizo yawo.

Ukuhlola lezi zinguquko kuzonikeza abathengisi ulwazi olungcono lwabathengi ukuze bahambisane nezinguquko futhi bahlale bencintisana esikhathini sangemva kobhubhane.

Okuqukethwe:
Impilo yomuntu kanye neyomphakathi iyohlala iseqhulwini
Ukuthembela okwengeziwe kwedijithali
Shintshela kwinani kanye "nokusetshenziswa ngokuqaphela," ukwehla kokwethembeka
Ukusetshenziswa kwendlela yokuphila ye-Lockdown, ukukhulisa "umnotho wasekhaya"
Shintsha okuncamelayo kokugcwaliseka kwe-oda
Lungiselela ikusasa — engeza isiteshi sokuhweba se-B2B ne-B2C eku-inthanethi

Impilo yomuntu kanye neyomphakathi iyohlala iseqhulwini

Ngeke kusimangaze ukuthi impilo nokuphepha ezindaweni ezahlukene zokuhlala, ukusebenza, nezitolo kuzohlala kuseza kuqala kubathengi abaningi. Lo bhubhane ubangele imikhawulo esabalele kanye nezindlela zokukhucululwa kwendle ukuze zenziwe njengendlela yokunciphisa ukuchayeka kwegciwane.

Imiphumela ye-a Ucwaningo lwabathengi oluhlobene nobhubhane lwe-Accenture olwenziwa ngo-2020 lukhombise ukuthi abathengi abangafika ku-64% bebesabela impilo yabo kanti abangama-82% besabela impilo yabanye.

Ngalokhu kugxila okuhlala kukhula kwezempilo, izinhlobo ze-Consumer Packaged Goods (CPG) nazo zizodinga ukuthi ziphinde zigxilise futhi zibeke phambili ukusekela ukuphila okunempilo kubathengi, abathengi, kanye nabasebenzi. Ukwamukela lokho osekwaziwa ngokuthi “isu lezempilo” ngokuqinisekile kuzoba ngumehluko womkhiqizo wamasu ngisho nangenkathi yangemva kobhubhane.

Ukuthembela okwengeziwe kwedijithali

Ukuqala kwalolu bhubhane kubonakale kushintshela ekuthengeni kwedijithali njengoba abathengi abaningi besondela eziteshini zokuthenga eziku-inthanethi njengendlela yokunciphisa ukuthintana nabo noma njengendlela yokugcina ngenxa yezinyathelo zokuvala umnyango.

A Umbiko weStista kwisabelo sabathengi baseMelika abazame izindlela ezintsha zokuthenga selokhu kwaqala lolu bhubhane bakhombise ukuthi ngeziteshi ezimbalwa zokuthenga ezingaxhunyiwe ku-inthanethi abanazo, ama-29% abaphendulile azame indlela entsha yokuthenga yedijithali.

Umbiko ofanayo ubonise ukuthi i-digital shopping spike yabonakala ngaphakathi kwe-Europe. ISpain iqophe ingxenye yama-44% yabaphenduli kwinhlolokhono ababethenge ku-inthanethi kaningi ngenxa yalolu bhubhane, i-Italy yayinamaphesenti angama-37, i-UK inama-30%, iJalimane inama-29%, iFrance yayinama-27%, kwathi iSweden inama-26%.

Uma kukhulunywa ngezigaba zomkhiqizo ezihamba phambili ezizothengwa ku-inthanethi esikhathini esizayo e-US, Imiphumela yocwaningo lwe-Statista bonisa ukuthi kufikela kwabangu-47% abaphendulayo ngokuyinhloko bazothenga izinto zikagesi nobuchwepheshe ku-inthanethi, kuyilapho abangu-44% bezothenga izingubo ku-inthanethi, abangu-37% bazothenga izinto zobuhle nezimonyo ku-inthanethi, u-30% bazothenga imikhiqizo yokunakekelwa komuntu siqu ku-inthanethi, futhi abangu-27% bazothenga imikhiqizo yokunakekelwa kwasekhaya neyomkhaya ku-inthanethi.

Nini abathengi bedijithali bahlolwe kulokho abakuthole kubalulekile lapho bethenga ku-inthanethi, u-43% wabaphenduli bathi "ukulethwa okusheshayo noma okuthembekile," futhi u-43% uthe "ukutholakala kwesitoko," u-36% uthe ukwazi ukuzulazula ngokushesha futhi kalula kuwebhusayithi ukuze bathole imikhiqizo yabo abayifunayo, u-31% uthe ukwazi ukubona ububanzi besitoko obunwetshiwe uma kuqhathaniswa nesezitolo ezibonakalayo, kanye nenqubomgomo engama-31% yathi "impahla yokubuyisela."

Shintshela kwinani kanye "nokusetshenziswa ngokuqaphela," ukwehla kokwethembeka

Nakuba kube nokukhula kokuthengwa kwedijithali, kube nokwehla ekusetshenzisweni kwemali kwabathengi jikelele.

Lokhu kube umphumela wokwehla kwemali engenayo yasekhaya, njengoba kuvezwe ngu-a Umbiko kaMcKinsey lokho kwabonisa ukuthi ukwehla kwemali engenayo yasendlini kwabikwa okungenani ingxenye eyodwa kwezintathu yabantu baseMelika. Lokhu sekuholele ekutheni abantu baseMelika abangafika ku-40% bathi bachitha ngokucophelela.

Lokhu kugcizelelwa kwenani kuphinde kwahlangana nesinye isimo sengqondo esikhulayo sabathengi sokuzama ukukhawulela udoti nokuthenga izinketho zomkhiqizo ezisimeme. Lokhu kuholele ekwenyukeni “kokusetshenziswa ngokuqaphela” njengoba abathengi beqala ukuqaphela ukubaluleka kanye nokunaka imfucuza, okulindeleke ukuthi kuhumushele ekusetshenzisweni kwemali okuncane emikhakheni yokuzikhethela, njengezimpahla zokugqoka, ukuvakasha, nezimoto, kodwa ukusetshenziswa kwemali okwengeziwe ezintweni ezibalulekile ezifana nempahla yasendlini negilosa.

Enye indawo okungenzeka ibone uguquko ngenxa yalokhu kushintsha kokuziphatha kwabathengi ukwethembeka komkhiqizo. Kufika ku-34% we kuhlolwe abathengi base-US bazamile umthengisi ohlukile, isitolo, noma iwebhusayithi lapho uthenga phakathi nobhubhane ngo-2021.

Isidingo esikhulayo senani sibangele ukuthi abathengi bashintshele kumabhrendi ahlukene befuna amanani aphansi, osayizi abakhulu bephakheji, amaphromoshini, noma ukuthunyelwa kwemikhumbi okushibhile. Ukuze amabhizinisi akwazi ukugcina izisekelo zamakhasimende awo akhona futhi agcine ukwethembeka kwamakhasimende esikhathini esizayo, kuzodingeka ahlangabezane nalesi sidingo esikhulayo senani.

Ukusetshenziswa kwendlela yokuphila ye-Lockdown, ukukhulisa "umnotho wasekhaya"

Lo bhubhane uphoqe ingxenye enkulu yabantu ukuthi bashintshe indlela yabo yokuphila ukuze benze umsebenzi okude noma ukufunda kude. Nakuba lokhu kungazange kulunge kwabanye, kusebenzele abanye futhi kuye kwaveza isidingo esivuselelwe sokuhlanganisa amasistimu ahlanganisiwe omsebenzi.

Kubikezelwa ukuthi into eyenzeka kude eyenzeka ngenxa yalolu bhubhane izoba nomthelela wesikhathi eside futhi ibambe, ikakhulukazi njengoba ubuchwepheshe obusha nobusebenza kahle obuthuthukisa ukuxhumana nokwandisa ukusebenza kwasekhaya buqhubeka nokuthuthukiswa.

A Umbiko kaMcKinsey emiphumeleni yalolu bhubhane endleleni izitolo zabathengi ezikhombise ngayo ukuthi ingxenye yesithathu kuphela yabathengi baseMelika ebenza imisebenzi ejwayelekile yangaphandle, kanti abathengi abangama-80% bazwakalise ukukhathazeka lapho bephuma ekhaya.

Ukusetshenziswa kwemali kwabathengi kuzoqhubeka nokubonisa lolu shintsho endleleni yokuphila yabathengi njengoba abathengi abaningi besebenzisa imali yabo engenayo emisebenzini yasekhaya kanye nemikhiqizo namasevisi avumela le "ndlela yokuphila yasekhaya" entsha. Lokhu kuzosho ukuqhubeka kwesidingo sesofthiwe, i-electronics, kanye nobuchwepheshe bokusebenza noma ukufunda ekhaya, imikhiqizo yasengadini, nezingubo zasendlini yokuphumula.

Shintsha okuncamelayo kokugcwaliseka kwe-oda

Lo bhubhane uphinde waba nomthelela ekuthandweni kwabathengi mayelana nezindlela zokugcwalisa i-oda. Ukuze kuncishiswe ukuthintana, inani labathengi liphendukele kwezinye izindlela zokugcwalisa ezifana nokuchofoza nokuqoqa kanye nokuthatha eceleni komgwaqo.

Isikhathi sobhubhane sabona ukwanda kokuchofoza nokuqoqa ukuthengiswa kwezitolo, futhi a Isibikezelo se-Statista ikhomba lo mkhuba okhulayo e-US phakathi nesikhathi sokubikezela sika-2019–2024. Ngenkathi ukuthengisa ngokuchofoza bese uqoqa okuthengiswayo kufinyelele ku-US$ 35 billion ngo-2019, kukhuphuke kwafinyelela ku-US$ 72 billion ngo-2020 futhi kwafinyelela inani eliphakeme lama-US$ 83.5 billion ngo-2021. Inani lokuthengisa lokuchofoza nokuqoqa kulindeleke ukuthi liqhubeke nokukhuphuka ukuze lifinyelele emalini elinganiselwa ku-US$ 141 billion ngo-2024.

Lokhu kusho ukuthi abathengisi kufanele bavumelane nezimo ezinkethweni zokugcwalisa abazinikezayo njengoba abathengi befuna izinketho eziguquguqukayo. Ngesikhathi esifanayo, abathengi bafuna ukugcwaliseka kwe-oda okusheshayo nangempumelelo njengoba kunesidingo esikhulayo samasevisi okulethwa okusheshayo ahlinzeka "phakathi nehora," "usuku olufanayo," noma "usuku olulandelayo" amasevisi.

Okokugcina, ukuthunyelwa kwamahhala noma okunezindleko eziphansi kuba yinto elindelwe kubathengi abaningi, okwenza kube yisici esingenza umkhiqizo uhluke kwabancintisana nabo emehlweni abathengi. Amabhizinisi azodinga ukucabangela ukuthunyelwa kwamahhala noma okunezindleko eziphansi emisebenzini yawo namamodeli entengo ukuze akwazi ukugqugquzela abathengi.

Isiphetho

Lolu bhubhane lusheshise ukwamukelwa kwe-e-commerce futhi luholela ekuthembekeni okuhlala kukhula kwedijithali, okwenza kudingeke ukuthi amabhizinisi athathe indlela yokuqala ye-e-commerce ukuze ahambisane nokushintsha okuthandwa ngabathengi kanye nokuziphatha kokuthenga.

Ukushintsha kwabathengi kube yigugu kanye “nokusebenzisa ngokuqaphela” ngenxa yokuncipha kwemali engenayo yekhaya kanye nokwanda kokuqaphela imfucuza kusho ukuthi amabhizinisi kufanele anikeze izixazululo ngamanani awo, osayizi bamaphakheji, amaphromoshini, nezindleko zokuthumela eziwasiza ukuba agcine ukwethembeka kwamakhasimende.

Lo bhubhane ube nomthelela omkhulu ezimeni zabathengi kanye nendlela amabhizinisi asebenza ngayo. Ukuze ahlale enokuncintisana, amabhizinisi azodinga ukuqonda futhi azivumelanise nezinguquko ezizoba nomthelela wesikhathi eside endleleni abathengi abaphila ngayo futhi bazibandakanye nemikhiqizo.