Isoko ryo kugurisha ubwiza bwisoko rigiye gukira?

Bmbere yicyorezo gishya cyikamba, kugurisha amavuta yo kwisiga yubwiza byari "gukura mubi" ku isoko ryo kugurisha ingendo.Hamwe no kuruhuka buhoro buhoro kugenzura ingendo zubukerarugendo ku isi, inganda zubukerarugendo zisa nkizatangiye umuseke wububyutse.Mu kiganiro cyakozwe na Cosmetics Design mu cyumweru gishize, abantu benshi bo mu nganda basangiye ibyo bategereje ku isoko ry’ubwiza bw’ubucuruzi bwa Aziya ya pasifika.

Ati: "Dufite icyizere ko icyorezo gishya cy'ikamba kizarangira buhoro buhoro mu myaka ibiri cyangwa itatu.Birumvikana ko ubukerarugendo bwo hanze buzakomeza kuba inganda zanyuma zagarutse, ariko iterambere ryarwo naryo rirateganijwe - benshi barimo guhumeka murugo.Ba mukerarugendo ntibihangana kuva mu gihugu no kuzerera hirya no hino, ”ibi bikaba byavuzwe na Sunil Tuli, umuyobozi w'ishyirahamwe rishinzwe gucuruza ingendo muri Aziya ya pasifika (APTRA).Ati: "Tugiye kubona igihe kirekire gitegerejwe gukira mu bucuruzi bw'ingendo, kandi akarere ka Aziya-Pasifika kazagira uruhare runini mu gutuma iryo terambere ryiyongera."

Ku ruhande rw’inama y’umuryango w’abibumbye ishinzwe umutekano ku isi (TFWA) muri Aziya ya pasifika yabereye muri Singapuru, Tuli yagize ati: “Ntitugomba kwibagirwa amahirwe menshi aka karere gatanga, akaba ari 'moteri' y’isoko ryo kugurisha ingendo ku isi.Niba urimo kwibaza ibijyanye no gucuruza ingendo Aho gukira bigiye gutangirira, noneho ndashobora kuvuga neza, hano, munsi y'ibirenge byacu. ”

01 Kuruhande rwibicuruzwa: kugurisha ingendo nuburyo bwiza bwo kwerekana

Ntabwo ari ibanga ko ibiranga ubwiza bifuza gucuruza ingendo.Ibihangange byubwiza nka L'Oreal, Estee Lauder, Shiseido nabandi bageze ku ntsinzi igaragara kumuyoboro ucuruza ingendo mumyaka mike ishize.Byongeye kandi, abakererewe nka Kao na Pola Orbis nabo barimo kwihutisha gahunda yo kwaguka, bahatanira agace kamwe. 

Ati: "Iyo ibicuruzwa byinshi bitekereje guhitamo urubuga runaka kugirango berekane ibicuruzwa byabo bishya, ntibazigera babura amaduka adasoreshwa.Abaguzi baturutse impande zose z'isi bateranira hano, kandi amakuru y'ibicuruzwa azatemba vuba kwisi binyuze muri bo.Mu buryo nk'ubwo, abagenzi barashobora kandi Kubona amazina manini yose mwizina nibicuruzwa byabo bishya mumaduka adasoreshwa.Umuyoboro ucuruza ingendo ni urubuga rw'ingenzi rworohereza abaguzi n'abagurisha. ”Anna Marchesini, Umuyobozi ushinzwe Iterambere ryubucuruzi, ikigo cyubushakashatsi bwisoko ryingendo m1ndi-shiraho Vuga. 

Marchesini yizera kandi ko mu nzira zo kugurisha ingendo ku isi, akarere ka Aziya-Pasifika ari ishingiro rikwiye.Ati: "Ni isoko ry’ingendo zicuruzwa cyane ku isi - ndetse n’isoko ry’ubwiza ry’ingenzi, kandi ni 'icyiciro giturika' ku bicuruzwa byerekana ubwiza kugira ngo hamenyekane ibicuruzwa kandi bitangire ibicuruzwa bishya.”Ati.

Yatanze urugero ku itangizwa rya Shiseido rya SENSE Beauty Pop-up ku Kibuga cy’indege cya Changi muri Singapuru mu 2019.Ububiko bwa pop-up bugamije "kurenga ibicuruzwa gakondo", hifashishijwe ikoranabuhanga ryongerewe ukuri (AR) kugirango umenyekanishe ibicuruzwa kubashyitsi muburyo butajegajega, bifasha ibicuruzwa kugera kubaguzi byimbitse. 

Izi ntambwe zatumye Shiseido agera ku ntera ishimishije mu muyoboro w’ubucuruzi w’ingendo mu mwaka wa 2019, aho iyi sosiyete yinjije miliyari 102.2 yen (miliyoni 936.8 $) yo kugurisha mu nyungu, ku nshuro yayo ya mbere igurisha ryarenze miliyari 100 yen. 

Melvin Broekaart, Umuyobozi ushinzwe ubucuruzi bw’ingendo ku isi mu bwiza bw’Ubuholandi bwiza n’imibereho myiza y’imihango, na we yamenye akamaro k’umuyoboro ucuruza ingendo nkuwerekana.“Gucuruza ingendo bitanga ibirango byihariye byo kugera ku baguzi bafite umwanya, amafaranga (abaguzi bajya mu mahanga bazwiho kuba badafite imbaraga mu bijyanye n'amafaranga) kandi birashoboka cyane ko bagura ibintu bidatinze.Amaduka adasoreshwa kandi atanga ibiciro byihariye ndetse nibikorwa bitandukanya nizindi mbuga za interineti ndetse no kumurongo wa interineti, bityo ibicuruzwa bikurura kandi bigahuza nabaguzi bashya. ” 

Broekaart yavuze kandi ko gucuruza ingendo akenshi abakoresha umuyoboro wa mbere bifatanya nikirango cyimihango.Ati: "Ku mihango, mbere yo gufungura amaduka yo mu gihugu imbere, tuzahitamo kwinjira mu masoko mashya binyuze mu gucuruza ingendo kugira ngo tumenye ibicuruzwa.Gucuruza ingendo ni umuyoboro w'ingenzi mu bucuruzi rusange bw'imihango, ntabwo ari umushoferi ugurisha gusa, ahubwo ni n'isi yose Ihuriro rikomeye ku bakoresha ingendo bahuza. ” 

Broekaart yavuze ko mu myaka mike iri imbere, isosiyete iteganya ko “izamuka rikomeye” ku isoko ryo kugurisha ingendo mu karere ka Aziya-Pasifika. 

Iyi sosiyete irateganya kwagura ikirenge cyayo mu bucuruzi bw’ingendo mu Bushinwa, ikirwa cya Hainan, hiyongeraho andi maduka atatu muri uyu mwaka.Byongeye kandi, irimo kwitegura kwinjira mu isoko ryo kugurisha ingendo mu majyepfo y’iburasirazuba bwa Aziya.

02 Abaguzi: Guhaha ni byinshi mumutima iyo ugenda kuruta mubuzima bwa buri munsi 

Iyo ugenda, biramenyerewe kuva mukibuga cyindege ibintu bitarimo umusoro, yaba shokora, urwibutso, icupa rya vino nziza cyangwa parufe nziza.Ariko niki gitera rwose abagenzi bahuze guhagarara no guhaha?Kuri Marchesini, igisubizo kiragaragara: Abantu bafite imitekerereze itandukanye iyo bagenda.

 Ati: "Iyo bakora ingendo, abaguzi bagaragaza ubushake burenze ubwo busanzwe bwo kuvumbura ibicuruzwa bishya, gufata umwanya wo kureba ibigega, kwivuza no kwishimira inzira".

 Nk’uko ubushakashatsi bwakozwe n’ikigo cyakoze mu gihembwe cya mbere cy’umwaka wa 2022, 25% by’abakoresha ubwiza n’amavuta yo kwisiga bavuze ko ubujurire bw’ubucuruzi butarimo amahoro ari iyo kureba mu bubiko no kuvumbura ibicuruzwa bishya. 

Nyuma y’icyorezo cya Covid-19, Marchesini yavuze ko ba mukerarugendo benshi bagenda bihesha ibihembo “kugura no kugura” iyo bagenda.Ati: “Icyorezo cyahinduye imibereho y'abantu benshi, kandi cyanatumye abantu bakwihesha agaciro kubera urugendo no guhaha.Byongeye kandi, abaguzi (cyane cyane abagore) basa naho bafite ubushake bwo kwivuza iyo bagenda. ” 

Ikintu gisa nacyo cyagaragaye nImihango.Ikirangantego cyizera ko ibicuruzwa byacyo byungukiwe cyane n’iki cyorezo cyatumye byihutirwa kubaho neza mu baguzi. 

Ati: "Ku mihango, gucuruza ingendo ni imwe mu miyoboro minini ku isi, aho tunyuramo tugera ku itsinda rinini rya ba mukerarugendo - cyane cyane abo mu bihe bya nyuma y’icyorezo.Ugereranije na mbere, nkunda buri mwanya kandi nkishimira uburyo bwo guhaha. ”Yagaragaje kandi ati: “Muri gahunda yo kugura ibicuruzwa byacu, ibinezeza by’abagenzi ntibiterwa gusa n’uburyo ibicuruzwa bizazana ibintu byiza byinshi mu bicuruzwa.Ibitekerezo mu buzima bwabo no mu ngendo nabyo biva mu gikorwa cyo 'kugura'. ” 

Marchesini yagaragaje kandi ko muri raporo y’ubushakashatsi bwakozwe n’isosiyete ye, 24% by’abantu bashimangiye ko amaduka adasoreshwa ari ahantu heza ho guhaha ugereranije n’ahantu nko mu maduka y’ishami.Ati: “Iragaruka ku kintu navuze mbere: abaguzi barashobora kubona byoroshye ibirango mpuzamahanga mpuzamahanga ahantu hamwe, aho kugira ngo banyure mu isoko ryose.Bituma kandi umwanya munini ushakisha ibirango ”, Marchesini. 

Iyo abaguzi b'ubwiza n'amavuta yo kwisiga baganiriye ku mpamvu nyamukuru zabashishikarije guhaha mu rugendo, kuzigama kw'ibiciro byaje ku mwanya wa mbere, bikurikirwa no korohereza.Ibindi bintu birimo ubudahemuka, kwerekana neza, no gutandukana. 

Ati: “Mu byukuri, icyiciro cy'ubwiza cyagenze neza mu bijyanye no kugenda n'amaguru, ariko imbogamizi ituruka ku kugabanuka kw'ibiciro byo guhinduka.Ibi bivuze ko mu bubiko ibintu bigomba kugira uruhare runini mu gukurura abashyitsi no guhindura abo bashyitsi mu baguzi. ”Marchesini ati.Ibi bice birimo kuzamurwa kwiza, kugurisha abadandaza, kimwe no kwerekana ijisho, ibyapa byamamaza, ibirundo, nibindi byinshi.

 Ati: “Isi izakingura buhoro buhoro kandi ibikorwa byinshi bizongera gutangira.Kandi muri ubu buryo ubukungu bwifashe neza, hari intambwe y’ubumaji, kandi ibyo ni ugucuruza ingendo. ”Tuli yashoje iyi nama, agira ati: "Ku kibuga cy’indege Abantu bategereje indege zabo kandi bishimira uburyo bwo gutoranya mu gihe barimo kureba ibicuruzwa byiza bigezweho biturutse ku mazina akomeye ku isi, ku isi hose."

 Abitabiriye amahugurwa bose bafite icyerekezo cyiza ku isoko ry’ubwiza bw’ubucuruzi bwa Aziya-Pasifika mu 2022. Ahari, nkuko babivuze, 2022 uzaba umwaka utazima wo kuzamura ubukungu no guhinduka mu karere ka Aziya-Pasifika.Biteganijwe ko inganda zubwiza nizo zitera imbaraga zo kugarura ibicuruzwa by’ingendo, ari nako bizateza imbere inganda z’ubwiza muri Aziya ya pasifika.