Kodi msika wamalonda wapaulendo watsala pang'ono kuchira?

BMliri wa korona usanachitike, kugulitsa zodzoladzola kukongola kunali "kukula koyipa" pamsika wogulitsa maulendo.Ndi kupumula kwapang’onopang’ono kwa ulamuliro wa maulendo a alendo padziko lonse lapansi, makampani okopa alendo akuoneka kuti ayambitsa chiyambi cha kutsitsimuka.Munkhani yomwe idachitika ndi Cosmetics Design sabata yatha, ambiri omwe ali mkati mwamakampani adagawana zomwe akuyembekezera pa msika wamtsogolo waku Asia Pacific.

"Tili ndi chiyembekezo kuti mliri watsopano wa korona utha pang'onopang'ono m'zaka ziwiri kapena zitatu.Zachidziwikire, zokopa alendo obwera kunja adzakhalabe bizinesi yomaliza kuchira, koma kutukuka kwake kwamtsogolo ndikudziwikiratu - ambiri akusokonekera kunyumba.Alendo saleza mtima kutuluka mdziko muno ndikungoyendayenda, "atero a Sunil Tuli, wapampando wa Asia Pacific Travel Retail Association (APTRA)."Tiwona kuchira komwe kwakhala tikuyembekezeredwa kwanthawi yayitali, ndipo dera la Asia-Pacific litenga gawo lalikulu pakuwongolera kuchira."

Kumbali ya msonkhano wa Duty Free World Association (TFWA) ku Asia Pacific ku Singapore, Tuli adatinso: "Sitiyenera kuiwala mwayi waukulu womwe derali limapereka, womwe ndi 'injini' pamsika wogulitsa padziko lonse lapansi.Ngati mukuganiza zamalonda oyendayenda Kodi kuchira kuyambika kuti, ndiye nditha kunena motsimikiza, pompano, pansi pamiyendo yathu. ”

01 Brand mbali: malonda oyendayenda ndiye nsanja yabwino kwambiri yowonetsera

Si chinsinsi kuti mitundu yokongola imakonda kwambiri malonda oyendayenda.Zimphona zokongola monga L'Oreal, Estee Lauder, Shiseido ndi ena achita bwino kwambiri pamayendedwe ogulitsa pazaka zingapo zapitazi.Kuphatikiza apo, ochedwerako monga Kao ndi Pola Orbis akufulumizitsanso mapulani awo okulitsa, kumenyera chidutswa cha pie. 

"Anthu ambiri akaganiza zosankha nsanja kuti awonetse zinthu zawo zatsopano, sadzaphonya masitolo opanda msonkho.Ogula ochokera padziko lonse lapansi amasonkhana pano, ndipo zambiri zamalonda zidzayenda mofulumira kudziko kudzera mwa iwo.Momwemonso, apaulendo amathanso Kupeza mayina akulu akulu ndi mayina awo atsopano m'masitolo opanda ntchito.Njira yogulitsira maulendo ndi njira yofunika kwambiri yopezera ndalama zosayerekezeka kwa ogula ndi ogulitsa. ”Anna Marchesini, Mkulu wa Business Development, Travel Market Research Agency m1nd-set Say. 

Marchesini amakhulupiriranso kuti mumayendedwe ogulitsa padziko lonse lapansi, dera la Asia-Pacific ndilofunika kwambiri."Ndiwo msika wapaulendo wotsogola kwambiri padziko lonse lapansi - komanso msika wodzikongoletsa wofunikira kwambiri, mwa njira - ndipo ndi 'malo ophulika' kuti opanga zokongola azigwira zowonekera ndikuyambitsa zatsopano."Iye Akuti.

Adatchulapo za kukhazikitsidwa kwa Shiseido kwa SENSE Beauty Pop-up ku Singapore's Changi Airport mu 2019 monga chitsanzo.Sitolo ya pop-up ikufuna "kupitilira malonda achikhalidwe", pogwiritsa ntchito ukadaulo wa augmented reality (AR) kuti adziwitse zinthu kwa alendo mozama, kuthandiza ma brand kufikira ogula mozama. 

Izi zidapangitsa Shiseido kuchita bwino kwambiri pamayendedwe ogulitsa maulendo mu 2019, pomwe kampaniyo idagunda ma yen biliyoni 102.2 ($ 936.8 miliyoni) pakugulitsa, nthawi yoyamba yomwe kugulitsa kwake kudadutsa ma yen biliyoni 100. 

Melvin Broekaart, Global Director of Travel Retail ku Dutch beauty and Wellness brand Rituals, adazindikiranso kufunikira kwa njira yogulitsira maulendo ngati chiwonetsero."Zogulitsa zapaulendo zimapatsa mtundu chiyembekezo chapadera chofikira ogula omwe ali ndi nthawi, ndalama (ogula omwe amapita kunja amadziwika kuti alibe mphamvu zandalama) ndipo amatha kugula zinthu mwachangu.Mashopu opanda msonkho amaperekanso kuchotsera Kwapadera ndi zochitika zomwe zimasiyanitsa ndi nsanja zina zapaintaneti komanso zapaintaneti, kotero kuti malonda amakopa ndikuchita ndi ogula atsopano. ” 

Broekaart adanenanso kuti malonda oyendayenda nthawi zambiri amakhala njira yoyamba yomwe ogula amachita ndi mtundu wa Rituals."Kwa Miyambo, tisanatsegule masitolo ogulitsa zapakhomo, tidzasankha kulowa m'misika yatsopano kudzera muzogulitsa zapaulendo kuti tidziwe zamtundu.Kugulitsa malonda ndi njira yofunikira kwambiri pabizinesi yonse ya Rituals, yomwe singoyendetsa malonda, komanso padziko lonse lapansi. 

Pazaka zingapo zikubwerazi, kampaniyo ikuyembekeza "kukula kwakukulu" pamsika wogulitsa maulendo ku Asia-Pacific, adatero Broekaart. 

Kampaniyo ikukonzekera kukulitsa malo ake ku mecca yaku China, Hainan Island, ndikuwonjezera masitolo ena atatu chaka chino.Kuphatikiza apo, ikukonzekera kulowa msika wogulitsa maulendo ku Southeast Asia.

02 Consumers: Kugula kumakhala kosangalatsa mukamayenda kuposa m'moyo watsiku ndi tsiku 

Poyenda, zimakhala zachizolowezi kuchoka pabwalo la ndege ndi zinthu zopanda ntchito, kaya chokoleti, zikumbutso, botolo la vinyo wabwino kwambiri kapena mafuta onunkhira opangidwa ndi opanga.Koma kodi n’chiyani kwenikweni chimalimbikitsa anthu apaulendo otanganidwa kuti ayime n’kumagula zinthu?Kwa Marchesini, yankho ndi lodziwikiratu: Anthu amakhala ndi malingaliro osiyanasiyana akamayenda.

 "Poyenda, ogula akuwonetsa kufunitsitsa kwakukulu kuposa masiku onse kuti apeze zinthu zatsopano, patulani nthawi yoyang'ana mashelefu, kudzisamalira komanso kusangalala ndi njirayi," adatero.

 Malinga ndi kafukufuku yemwe kampaniyo idachita kotala loyamba la 2022, 25% ya ogula kukongola ndi zodzoladzola adati chidwi chogula zinthu zopanda ntchito ndi posakatula mashelufu ndikupeza zatsopano. 

Chifukwa cha mliri wa Covid-19, Marchesini adawona kuti alendo ochulukirapo akudzipindulitsa mwa "kugula ndi kugula" akamayenda.“Mliriwu wasintha makhalidwe a anthu ambiri, ndipo wachititsanso kuti anthu azisangalala ndi ulendo komanso kokagula zinthu.Kuphatikiza apo, ogula (makamaka akazi) akuwoneka kuti ali ofunitsitsa kudzisamalira poyenda. 

Chochitika chofananacho chinawonedwa ndi Rituals.Chizindikirocho chimakhulupirira kuti zogulitsa zake zapindula kwambiri chifukwa cha kuphulika komwe kwachititsa kuti pakhale kufunikira kokhala ndi moyo wathanzi pakati pa ogula. 

"Kwa miyambo, malonda oyendayenda ndi amodzi mwa njira zowopsa kwambiri padziko lonse lapansi, momwe timafikira gulu lalikulu la alendo - makamaka omwe ali 'nthawi ya mliri'.Poyerekeza ndi kale, ndimayamikira mphindi iliyonse ndipo ndimakonda kugula zinthu.”Ananenanso kuti, "Pogula zinthu zathu, chisangalalo cha apaulendo sichimangotengera momwe zinthuzo zimabweretsera zinthu zathanzi pazogulitsa.Malingaliro m'miyoyo yawo ndi maulendo amabweranso chifukwa cha 'kugula'. 

Marchesini adatinso mu lipoti lakafukufuku wa kampani yawo, anthu 24 pa 100 aliwonse adanenetsa kuti mashopu opanda misonkho ndi malo abwino ogulirako poyerekeza ndi malo monga masitolo akuluakulu."Zikubwereranso ku zomwe ndatchula poyamba: ogula angapeze mosavuta mitundu yonse yapadziko lonse pamalo amodzi, m'malo modutsa m'misika yonse.Zimawapulumutsanso nthawi yochulukirapo posakatula mitundu, "atero a Marchesini. 

Pamene ogula za kukongola ndi zodzoladzola analankhula za zifukwa zazikulu zomwe zinawasonkhezera kugula pamene ali paulendo, kupulumutsa mitengo kunakwera pamwamba pa masanjidwewo, kutsatiridwa ndi kukhala kosavuta.Zinthu zina ndi kukhulupirika kwa mtundu, mawonekedwe owoneka bwino, komanso kusiyanitsa. 

"Zowonadi, gulu lokongola lakhala likuchita bwino pankhani yamayendedwe apazi, koma vuto limabwera chifukwa chotsika mtengo.Izi zikutanthauza kuti zinthu zomwe zili m'sitolo ziyenera kuchitapo kanthu kuti zikope chidwi cha alendo ndikusintha alendowo kukhala ogula. "Marchesini anatero.Zinthuzi zikuphatikizapo kukwezedwa kokongola, ogulitsa ofikirika, komanso mawonedwe owoneka bwino, zikwangwani zotsatsa, milu, ndi zina zambiri.

 "Dziko lidzatseguka pang'onopang'ono ndipo ntchito zambiri ziyambiranso.Ndipo m'malo azachuma omwe akuyenda bwino, pali zamatsenga, ndipo ndi malonda oyendayenda. "Tuli amaliza kumapeto kwa msonkhanowo kuti: “Pabwalo la ndege Anthu akuyembekezera ulendo wawo wa pandege ndipo akusangalala ndi kasankhidwe kawo pamene akuyang’ana zinthu zaposachedwa kwambiri zochokera ku mayina akuluakulu padziko lonse lapansi.”

 Ophunzirawo onse anali ndi chiyembekezo chabwino cha msika wa ku Asia-Pacific woyendayenda wogulitsa kukongola ku 2022. Mwinamwake, monga ananenera, 2022 idzakhala chaka chotsimikizika cha kubwezeretsa chuma ndi kusintha kwa dera la Asia-Pacific.Bizinesi yokongola ikuyembekezeka kukhala yomwe ikuyambitsa kubwezeretsedwa kwa malonda oyenda, zomwe zidzayendetsa bizinesi yokongola ku Asia Pacific.