Ngaba imarike yobuhle bohambo iza kubuyiselwa?

BNgaphambi kobhubhani omtsha wesithsaba, ukuthengiswa kwezinto zokuthambisa zobuhle “yayikukukhula okukhohlakeleyo” kurhwebo lokuhamba.Ngokuyekelelwa ngokuthe ngcembe kolawulo lohambo lwabakhenkethi kwihlabathi jikelele, ishishini lokhenketho libonakala liqalise ukuhlaziya.Kwintetho ebibanjwe yi-Cosmetics Design kwiveki ephelileyo, uninzi lwabangaphakathi kwishishini babelane ngezinto abazilindeleyo kwikamva le-Asia Pacific yokuthengisa ubuhle bentengiso.

“Sinethemba lokuba ubhubhani omtsha uza kuphela ngokuthe ngcembe kwiminyaka emibini okanye emithathu.Ewe kunjalo, ukhenketho oluphuma ngaphandle lusaya kuba lishishini lokugqibela ukuchacha, kodwa impumelelo yalo yexesha elizayo nayo ibonwa kwangaphambili - uninzi luyafutha ekhaya.Abakhenkethi abanamonde wokuphuma kweli lizwe kwaye bazulazule, ”utshilo uSunil Tuli, usihlalo weAsia Pacific Travel Retail Association (APTRA)."Siza kubona ukuchacha ekudala sikulindile kurhwebo lokuhamba, kwaye ummandla waseAsia-Pacific uza kudlala indima enkulu ekuqhubeni ukuchacha."

Ecaleni kwenkomfa ye-Duty Free World Association (TFWA) yase-Asia Pacific e-Singapore, u-Tuli ukwathe: “Akufunekanga siphulukane nombono wamathuba amakhulu abonelelwa ngulo mmandla, 'eyinjini' yemarike yokuthengisa ngohambo lwehlabathi.Ukuba uyazibuza malunga nokuthengisa uhambo luza kuqala phi ukuchacha, ndingatsho ngokuqinisekileyo, kanye apha, kanye phantsi kweenyawo zethu. "

Icala le-Brand 01: ukuthengisa ngohambo lolona qonga libalaseleyo lokubonisa

Ayiyomfihlo into yokuba iibrendi zobuhle zinomdla kurhwebo lokuhamba.Iingxilimbela zobuhle ezifana noL'Oreal, uEstee Lauder, uShiseido kunye nabanye bazuze impumelelo ebonakalayo kumjelo wokuthengisa ohambahambayo kule minyaka imbalwa idlulileyo.Ukongeza, abafika emva kwexesha abanjengoKao kunye nePola Orbis nabo bayakhawulezisa izicwangciso zabo zokwandisa, belwela iqhekeza lepayi. 

“Xa uninzi lweebrendi zicinga ngokukhetha amaqonga athile ukubonisa iimveliso zabo ezintsha, abasokuze baphoswe ziivenkile ezingahlawulisi msebenzi.Abathengi abavela kwihlabathi liphela bahlangana apha, kwaye ulwazi lwemveliso luya kuhamba ngokukhawuleza luye kwihlabathi ngabo.Ngokufanayo, abahambi banokuFumana onke amagama amakhulu ngamagama kunye neemveliso zabo ezitsha kwiivenkile ezingenamsebenzi.Ijelo lokuthengisa uhambo liqonga eliphambili loncedo olungenakuthelekiswa nanto kubathengi nabathengisi. ”Anna Marchesini, iNtloko yoPhuhliso loShishino, i-arhente yophando lwemarike yohambo m1nd-set Say. 

UMarchesini ukwakholelwa ukuba kwiindlela zokuthengisa zokuhamba kwihlabathi jikelele, ummandla we-Asia-Pacific ungundoqo ofanelekileyo."Yeyona ntengiso yokuthengisa ehamba phambili emhlabeni - kwaye eyona marike yobuhle ibaluleke kakhulu, ngendlela - kwaye 'linqanaba eliqhumayo' leempawu zobuhle ukubamba ii-pop-ups kwaye zikhuphe iimveliso ezintsha."Utsho.

Ubalule ukuqaliswa kukaShiseido kwe-SENSE Beauty Pop-up kwisikhululo seenqwelomoya saseChangi saseSingapore ngo-2019 njengomzekelo.Ivenkile ye-pop-up ijolise "ukugqithisa ukuthengiswa kwendabuko", usebenzisa iteknoloji yokwenyani (AR) ukwazisa iimveliso kwiindwendwe ngendlela entywilayo, ukunceda iimpawu zifikelele kubathengi ngokunzulu. 

Ezi ntshukumo zenze ukuba iShiseido ibe yimpumelelo enkulu kwijelo lokuthengisa ngohambo ngo-2019, inkampani ibethe i-yen yeebhiliyoni ezili-102.2 (iidola ezingama-936.8 ezigidi) kwintengiso, okokuqala ngqa ukuthengisa kwayo kuwela i-yen yeebhiliyoni ezili-100. 

UMelvin Broekaart, uMlawuli weGlobal wezokuThengiswa kokuHamba kwi-Dutch beauty and wellness brand Rituals, naye waqaphela ukubaluleka kwejelo lokuthengisa lokuhamba njengomboniso.“Intengiso yohambo inika iibrendi ithemba elikhethekileyo lokufikelela kubathengi abanexesha, imali (abathengi abahamba kumazwe aphesheya bayaziwa njengabanamandla aphantsi ngokwasezimalini) kwaye kunokwenzeka ukuba bathenge ngokungxama.Iivenkile ezingahlawulelwayo zikwabonelela ngezaphulelo eziKhethekileyo kunye neminyhadala eyahlulayo kwamanye amaqonga akwi-intanethi nangaphandle kweintanethi, ngoko ke iibrendi zitsala umdla kwaye zizibandakanye nabathengi abatsha.” 

UBroekaart ukwathe ukuthengisa ngezohambo kudla ngokuba yeyona ndlela yokuqala abathengi abazibandakanya ngayo neRituals brand.“KwiMithetho, phambi kokuvula iivenkile zasekhaya, siya kukhetha ukungena kwiimarike ezintsha ngokuthengisa uhambo ukuze sidale ulwazi ngophawu.Ukuthengisa okuhambayo sisixhobo esibalulekileyo sobuchule kwishishini jikelele leRituals, elingengomqhubi wentengiso kuphela, kodwa likwayindawo yelizwe jikelele. 

Kwiminyaka embalwa ezayo, inkampani ilindele "ukukhula okuqinileyo" kwimarike yokuthengisa yokuhamba kwi-Asia-Pacific, utshilo uBroekaart. 

Inkampani iceba ukwandisa indawo yayo kwi-mecca yokuthengisa yokuhamba yaseTshayina, kwiSiqithi saseHainan, yongeza ezinye iivenkile ezintathu kulo nyaka.Ukongeza, ilungiselela ukungena kwimakethi yokuthengisa yokuhamba eSoutheast Asia.

02 Abathengi: Ukuthenga kuba semoyeni ngakumbi xa useluhambeni kunobomi bemihla ngemihla 

Xa kuhanjwa, kuqhelekile ukushiya isikhululo seenqwelomoya nezinto ezingahlawulelwa msebenzi, nokuba ziitshokholethi, izikhumbuzo, ibhotile yewayini entle okanye isiqholo somyili.Kodwa yintoni kanye kanye ekhuthaza abahambi abaxakekileyo ukuba bamise baze bathenge?KuMarchesini, impendulo izicacele: Abantu baneengqondo ezahlukeneyo xa behamba.

 "Xa behamba, abathengi babonisa ukuzimisela okukhulu kunesiqhelo ukufumana iimveliso ezintsha, thatha ixesha lokukhangela iishelufu, baziphathe kwaye bayonwabele inkqubo," utshilo.

 Ngokophando olwenziwa yinkampani kwikota yokuqala ka-2022, i-25% yabathengi bobuhle kunye nezithambiso bathi isibheno sokuthenga simahla kuxa ukhangela iishelufu kwaye ufumana iimveliso ezintsha. 

Ukulandela ubhubhani we-Covid-19, uMarchesini waqaphela ukuba abakhenkethi abaninzi ngakumbi bayazivuza “ngokuthenga nokuthenga” xa behamba.“Lo bhubhani uye wayitshintsha indlela abantu abaninzi abaphila ngayo, yaye uye wakwenza kwayinto eqhelekileyo ukuzivuza ngohambo nokuya kuthenga.Ukongezelela, abathengi (ingakumbi abafazi) babonakala bekulungele ngakumbi ukunyanga xa behamba. 

Isenzeko esifana neso sabonwa ngamaRituals.I-brand ikholelwa ukuba iimveliso zayo zizuze kakhulu ekuqhambukeni okuye kwabangela imfuno engxamisekileyo yokuphila okunempilo phakathi kwabathengi. 

“KwiSiko, ukuthengisa ngohambo lelinye lawona majelo anobungozi emhlabeni, esithi ngawo sifikelele kwiqela elikhulu labakhenkethi - ngakumbi abo bakwixesha 'lasemva kobhubhani'.Xa kuthelekiswa nangaphambili, ndiyawuxabisa wonke umzuzu kwaye ndonwabele inkqubo yokuthenga. "Ukwathe, “Kwinkqubo yokuthenga iimveliso zethu, ulonwabo lwabahambi alukho nje kuba imveliso iza kuzisa izinto ezisempilweni ngakumbi kwimveliso.Iintelekelelo kubomi babo kunye nohambo nazo zivela kwisenzo 'sokuthenga'. ” 

UMarchesini ukwaveze ukuba kwingxelo yophando lwenkampani yakhe, umyinge wamashumi amabini anesine ekhulwini (24%) yabantu ugxininise ukuba iivenkile ezingarhafiyo yeyona ndawo ilula kakhulu xa kuthelekiswa neendawo ezifana neevenkile ezinkulu.“Ibuyela kwinto ebendiyikhankanye ngaphambili: abathengi banokufumana ngokulula zonke iibrendi ezinkulu zamazwe aphesheya kwindawo enye, endaweni yokuba bahambe kudederhu lweevenkile.Ikwabongela ixesha elininzi lokukhangela iibrendi,” utshilo uMarchesini. 

Xa abathengi bobuhle kunye nezithambiso bathetha ngezona zizathu ziphambili ezibakhuthaze ukuba bathenge ngelixa behamba, ukongiwa kwexabiso kuye kwaba phezulu, kulandelwa lula.Ezinye izinto zibandakanya ukunyaniseka kwebhrendi, imiboniso enomtsalane, kunye nokwahlulahlula. 

“Enyanisweni, icandelo loonobuhle beliqhuba kakuhle kwicala lokuhamba ngeenyawo, kodwa umceli mngeni uvela ekwehleni kwamazinga oguqulo.Oku kuthetha ukuba izinto ezisevenkileni kufuneka zidlale indima enkulu ekuthimbeni ingqalelo yeendwendwe kunye nokuguqula ezo ndwendwe zibe ngabathengi. ”Watsho uMarchesini.Ezi zinto zibandakanya ukukhushulwa okukhangayo, abathengisi abafikelelekayo, kunye nemiboniso yamehlo, iipowusta zentengiso, iimfumba, kunye nokunye.

 “Umhlaba uya kuvuleka kancinci kwaye imisebenzi emininzi iza kuqala kwakhona.Kwaye kule meko iphucukileyo yezoqoqosho, kukho inqanaba lomlingo, kwaye oko kukuthengisa. ”UTuli ugqibezele ekupheleni kwenkomfa, “Kwisikhululo seenqwelomoya Abantu balinde iinqwelomoya zabo kwaye bonwabele inkqubo yokhetho njengoko bekhangela iimveliso zobuhle zamva nje ezisuka kumagama amakhulu ehlabathi, kwihlabathi liphela.”

 Abathathi-nxaxheba bonke babe nemibono enethemba kwi-Asia-Pacific yokuthengisa imarike yokuthengisa ubuhle ngo-2022. Mhlawumbi, njengoko batshoyo, i-2022 iya kuba ngunyaka onzima wokubuyisela uqoqosho kunye nokuguqulwa kwingingqi ye-Asia-Pacific.Umzi-mveliso wobuhle kulindeleke ukuba ube yeyona nto iqhuba ukubuyiswa kweentengiso zokuhamba, eziya kuthi ziqhube ishishini lobuhle eAsia Pacific.