I-Fashion Brand MLB Iqala Ukuthengisa Imikhiqizo Yezimonyo?

Emkhakheni wezimpahla zabathengi ezihamba ngokushesha, ubuhle ngokungangabazeki buyingozi ephansi, isivuno esiphezulu "ikhekhe elikhulu".I-MLB yezingubo ezithandwayo, engazange yenze umnyakazo omusha isikhathi eside, ivule i-akhawunti ethi “MLB Beauty” ezinkundleni zokuxhumana njenge-China, futhi isibhalise nesitolo sayo endaweni ye-e-commerce.

Njengamanje, isitolo sinabalandeli abangu-562 sebebonke.Ngokombono wentengo nokuklama, ukuma kobuhle be-MLB kuqhubeka nomkhuba wezingubo.Uchungechunge lokuqala lomkhiqizo luhlanganisa amakha amathathu namabiliair cushion izisekelo.Iphunga ngalinye litholakala ngemiqulu emibili engu-10ml no-50ml, enenani lama-yuan angu-220 kanye nama-yuan angu-580.Ukubonakala kwesisekelo se-air cushion liquid sinemibala emibili: "High Street Black" kanye "noWildberry Barbie".Igobolondo kanye nomgogodla wokubuyisela kuthengiswa ngokwehlukana.Intengo yangaphambili ingama-yuan ayi-160, kanti intengo yakamuva ingama-yuan angama-200.

Ezinsukwini ezintathu zokuvulwa kwesitolo esisha, abantu abangu-87 bakhokhele isisekelo se-air cushion, futhi abathengi abathile baphawula ngaphansi kwesixhumanisi somkhiqizo, "Ngisithengele ukubukeka komkhiqizo, futhi izimonyo nokuqina nakho 'ku-inthanethi'. ”

Sekuyisikhathi eside, i-crossover yemikhiqizo yefashini ibilokhu iyindawo eshisayo embonini.Imikhiqizo eminingi yethule imikhiqizo enebhrendi ehlanganyelwe, amasudi, namabhokisi ezipho, futhi amaka ngamalebula “alinganiselwe”, ehlala evuselela isifiso esisha sabathengi sokuthenga.Namuhla, ngaphansi kwethonya lezici eziningi zangaphandle, ukuthandwa kwe-co-branding emngceleni kuyaphela.Esikhundleni salokho, izinhlobo ezahlukene zemfashini zisungule amaphothali azo ukuze zihlanganyele “ebhizinisini eseceleni” emkhakheni wokwenza izimonyo.

NgoMeyi walo nyaka, umklami ongasekho u-Virgil Abloh washiya uchungechunge lobuhle lwe-PAPERWORK wezimpahla zakhe zokugqoka zasemgwaqweni i-Off-White endaweni ephambili ye-e-commerce i-Farfetch.Kubikwa ukuthi u-Off-White uqala ukungena emkhakheni wobuhle.Iqoqo lokuqala lemikhiqizo eyethulwe uchungechunge lwephunga elimnandi elibizwa ngokuthi "SOLUTION".Kusukela lapho, iphinde yethula izimonyo zobuso, ukunakekelwa komzimba, ukupholisha izinzipho neminye imikhiqizo eyodwa, yandisa ngokusemthethweni inkundla yobuhle..NgoNdasa walo nyaka, uDries Van Noten, ongumdidiyeli wengqephu ngaphansi kweSpanish PUIG Group, naye wethule i-perfume ne-lipstick okokuqala ngqa, engena ngokusemthethweni emkhakheni wobuhle.

Ngaphezu kwemikhiqizo yemfashini esemfashinini, izinhlobo zokunethezeka ezifana noValentino, uHermes, noPrada nazo zenze imizamo eqhubekayo emkhakheni wobuhle eminyakeni emibili edlule, ukuze kusungulwe izinsika ezintsha zokukhula.Embikweni wezimali kaHermès wekota yokuqala ka-2022, imali engenayo yomnyango wephunga nobuhle inyuke ngo-20% unyaka nonyaka.Onyakeni odlule, uHermès welule isigaba sezimonyo kusukai-lipstickkanye namakha esandleni nasebusweni makeup.

Akunzima ukubona ukuthi lapho izinhlobo zemfashini ziqala ukungena emkhakheni wobuhle, zivame ukukhetha izigaba ezimbili: i-lipstick kanye ne-perfume.Abanye abangaphakathi embonini baveze ukuthi uma kuqhathaniswa nezigaba ezifana nezimonyo eziyisisekelo kanye nemikhiqizo yokunakekelwa kwesikhumba, edinga ukuzwa kwesikhumba okuqinile, izindebe zomlomo neziqholo kunomkhawulo ophansi wokwamukela abathengi, futhi kungadlulisa okuhlangenwe nakho okungokomfanekiso ngokushesha.

Wonke umkhiqizo ufuna indlela entsha yokuphuma.Imikhiqizo yobuhle enezindleko eziphansi kodwa engaba nemali ephezulu isanda kubamba “iphuzu elibuhlungu” lemikhiqizo eminingi efuna ukukhula okusha.

Ngakho-ke, ingabe i-MLB, eqale ngemikhiqizo ezungeze i-Major League Baseball, ingaba “isitha” semikhiqizo ewubukhazikhazi emkhakheni wobuhle?

Imininingwane yomphakathi ikhombisa ukuthi igama eligcwele le-MLB yi-Major League Baseball (Major League Baseball, kamuva ebizwa ngokuthi “i-Major League”), kodwa izingubo ezinophawu lomkhiqizo we-MLB azithengiswa ngokuqondile yiligi enkulu, kodwa zigunyazwe ukuba zifinyelele kweyesithathu. -inkampani yeqembu ezosebenza, inkampani yaseNingizimu Korea esohlwini lwe-F&F Group ingenye yezinkampani ezigunyaziwe.

Ulwazi oluyinhloko lwe-akhawunti esemthethweni ye-MLB Beauty WeChat lubonisa ukuthi inkampani yayo esebenzayo yi-Shanghai Fankou Cosmetics Trading Co., Ltd. (kamuva ebizwa ngokuthi “Fankou Cosmetics”).I-Fanko Cosmetics iyinkampani engaphansi kwe-F&F Group e-China, ebhekele ngokuyinhloko ukuthengiswa nokusebenza komkhiqizo wobuhle beqembu i-BANILA CO kanye ne-skin care brand ethi KU:S.

Izibalo zibonisa ukuthi ngo-2005, i-F&F Group yasungula i-BANILA CO, eyethulwa emakethe yaseShayina ngo-2009. Njengomkhiqizo wayo oyinkanyezi, i-Zero Cleansing Cream yake yaduma e-China.Kodwa-ke, ngokuthambekela kokushabalala kwezimonyo zaseKorea, i-BANILA CO yayingenayo imikhiqizo yenkanyezi emisha.Ngokwesizindalwazi esisemthethweni se-BANILA CO, izibali zayo ze-oda ezingaxhunyiwe ku-inthanethi zehlisiwe zaba ngu-25, ikakhulukazi emadolobheni esigaba sesithathu nesine.Ngesikhathi esifanayo, i-KU:S isathengiswa ezweni lase-China ngokusebenzisa i-e-commerce ewela umngcele, futhi ayikayivuli imakethe engaxhunyiwe ku-inthanethi.

Emakethe yobuhle eqhudelanayo yamanje, ingabe ukuthrenda ukuma i-MLB Beauty efuna ukukudala kungavunyelwa abathengi?Mayelana nalokhu, uWu Daiqi, oyisikhulu esiphezulu seShenzhen Siqisheng Co., Ltd., uthe kuyinto evamile ukuthi abakhi bemfashini benze imigqa yobuhle.“Ngokujwayelekile amafeshini anencazelo yawo yesiko nemibuthano yabantu, futhi azobandakanya izigaba eziningi, njengezimpahla zokugqoka, iziqholo nobuhle., ubucwebe, njll. Ngemva kokuba umkhiqizo wakhe inani elithile langaphakathi lamasiko eduze nombuthano othile, uzohlanganisa leli qembu lamakhasimende futhi wakhe izinzuzo zalo, ngakho uzokwenza imizamo eyengeziwe."

Mayelana nokuthi abathengi bangakhokha yini, ngokombono kaWu Daiqi, kuncike kakhulu ekutheni umkhiqizo unendawo ecacile kanye nendlela yokusebenza.“Mayelana ne-MLB, ukungena embonini yobuhle kunezinzuzo zako, okungukuthi, isiko lomkhiqizo elimisiwe namaqembu athembekile;okubi ukuthi isiko le-baseball laseMelika lingase ‘lingafaneleki’ eShayina, noma lingokwesiko le-niche, futhi uhlobo lwalo lwezimonyo kunzima ukuba libe uphawu oludumile.”