Ingabe imakethe yobuhle bezokuvakasha isizosimama?

BNgaphambi kobhadane olusha lomqhele, ukuthengiswa kwezimonyo zobuhle “kwakukukhulu” emakethe yokudayisa.Ngokuxegiselwa kancane kancane kokulawulwa kokuhambela izivakashi emhlabeni wonke, imboni yezokuvakasha ibonakala ingenise uthuthuva.Enkulumweni eyayibanjwe yi-Cosmetics Design ngesonto eledlule, abaningi abangaphakathi embonini babelane ngalokho abakulindele ngemakethe yobuhle yezokuvakasha yase-Asia Pacific yesikhathi esizayo.

“Sinethemba lokuthi ubhubhane olusha lomqhele luzophela kancane kancane eminyakeni emibili noma emithathu.Vele, ezokuvakasha eziphuma ngaphandle zisazoba imboni yokugcina ukululama, kodwa ukuchuma kwayo kwekusasa nakho kuyabonakala - abaningi bakhathele ekhaya.Abavakashi baphelelwa isineke sokuphuma ezweni futhi bazulazule,” kusho uSunil Tuli, usihlalo we-Asia Pacific Travel Retail Association (APTRA)."Sizobona ukululama osekulindelwe isikhathi eside kwezokudayisa, futhi isifunda sase-Asia-Pacific sizobamba iqhaza elikhulu ekuqhubekiseni lokho kubuyiselwa."

Ngasohlangothini lwengqungquthela ye-Duty Free World Association (TFWA) yase-Asia Pacific e-Singapore, u-Tuli uphinde wathi: “Akumele sikhohlwe amathuba amakhulu lesi sifunda esiwanikezayo, 'okuyinjini' yemakethe yokudayisa emhlabeni wonke.Uma uzibuza ngezokudayisa kuzoqala kuphi ukululama, ngingasho ngokuqinisekile, khona lapha, ngaphansi kwezinyawo zethu.”

01 Uhlangothi lomkhiqizo: ukuthengisa ngokuvakasha kuyinkundla yokubonisa engcono kakhulu

Akuyona imfihlo ukuthi amabhrendi wobuhle azimisele ngokudayisa ngezokuvakasha.Onobuhle abanjengo-L'Oreal, u-Estee Lauder, u-Shiseido nabanye bathole impumelelo ebalulekile esiteshini sokudayisa ngezokuvakasha kule minyaka embalwa edlule.Ngaphezu kwalokho, abafika sekwephuzile abafana no-Kao no-Pola Orbis nabo bayasheshisa izinhlelo zabo zokunweba, bebanga ucezu lukaphaya. 

“Lapho amabhrendi amaningi ecabanga ukukhetha izinkundla ezithile ukuze abonise imikhiqizo yawo emisha, awasoze aphuthelwa izitolo ezingenamsebenzi.Abathengi abavela kuwo wonke umhlaba babuthana lapha, futhi ulwazi lomkhiqizo luzogeleza ngokushesha emhlabeni ngabo.Ngokufanayo, abahambi bangakwazi futhi Thola wonke amagama amakhulu ngamagama kanye nemikhiqizo yabo emisha ezitolo ezingenamsebenzi.Isiteshi sokuvakasha siyinkundla esemqoka yokwenza kube lula ngokungenakuqhathaniswa kubathengi nabathengisi.”U-Anna Marchesini, iNhloko Yokuthuthukiswa Kwebhizinisi, i-ejensi yocwaningo lwemakethe yezokuvakasha i-m1nd-set Say. 

I-Marchesini ikholelwa nokuthi eziteshini zokuthengisa zokuhamba emhlabeni wonke, isifunda sase-Asia-Pacific siwumgogodla ofanele."Yimakethe yezokuvakasha enamandla kunazo zonke emhlabeni - futhi imakethe yobuhle ebaluleke kakhulu, ngendlela - futhi 'kuyisiteji sokuqhuma' sokuthi imikhiqizo yobuhle ibambe izigelekeqe futhi yethule imikhiqizo emisha."Asho.

Ubalule ukwethulwa kukaShiseido kwe-SENSE Beauty Pop-up esikhumulweni sezindiza saseChangi eSingapore ngo-2019 njengesibonelo.Isitolo se-pop-up sihlose "ukweqa ukuthengiswa kwendabuko", sisebenzisa ubuchwepheshe be-augmented reality (AR) ukwethula imikhiqizo ezivakashini ngendlela egxilile, kusize amabhrendi afinyelele abathengi ngokujule kakhudlwana. 

Lezi zinyathelo zenze iShiseido yaba impumelelo emangazayo esiteshini sokudayisa ngo-2019, inkampani yashaya ama-yen ayizigidi eziyizinkulungwane eziyi-102.2 (amaRandi ayizigidi ezingama-936.8) ekuthengisweni kwengqikithi, okokuqala ngqa ukuthengiswa kwayo kweqa uphawu lwe-yen oluyizigidi eziyizinkulungwane eziyi-100. 

UMelvin Broekaart, Umqondisi Womhlaba Wonke Wezokudayisa Ezokuvakasha e-Dutch beauty and wellness brand Rituals, naye ukubonile ukubaluleka kwesiteshi sokudayisa njengombukiso.“Izitolo zokuvakasha zinikeza imikhiqizo ithemba eliyingqayizivele lokufinyelela abathengi abanesikhathi, imali (abathengi abavakashela phesheya bayaziwa njengabanamandla ngokwezimali) futhi maningi amathuba okuthi bathenge izinto bengalindelekile.Izitolo ezingenamsebenzi futhi zinikeza izaphulelo Ezikhethekile kanye nemicimbi ehlukanisayo kwezinye izinkundla eziku-inthanethi nezingaxhunyiwe ku-inthanethi, ngakho amabhrendi aheha futhi ahlanganyele nabathengi abasha.” 

UBroekaart uphinde wathi ukudayisa kwezokuvakasha kuvame ukuba yisiteshi sokuqala abathengi abazibandakanya nomkhiqizo weRituals.“Okwama-Rituals, ngaphambi kokuvula izitolo zasekhaya, sizokhetha ukungena ezimakethe ezintsha ngokudayisa ukuze siqwashise ngomkhiqizo.Ukuthengisa ngezokuvakasha kuyisiteshi esibalulekile sebhizinisi jikelele le-Rituals, elingagcini nje ngokudayisa, kodwa futhi indawo yomhlaba wonke. 

Eminyakeni embalwa ezayo, inkampani ilindele "ukukhula okuqinile" emakethe yezokuvakasha esifundeni sase-Asia-Pacific, kusho u-Broekaart. 

Le nkampani ihlela ukwandisa umkhondo wayo e-mecca yezokuvakasha yaseChina, e-Hainan Island, yengeza ezinye izitolo ezintathu kulo nyaka.Ngaphezu kwalokho, ilungiselela ukungena emakethe yokudayisa eSoutheast Asia.

02 Abathengi: Ukuthenga kuba semoyeni kakhulu lapho usohambweni kunempilo yansuku zonke 

Lapho usohambweni, kuwumkhuba cishe ukushiya isikhumulo sezindiza nezinto zamahhala, kungaba oshokoledi, izinto eziyisikhumbuzo, ibhodlela lewayini elimnandi noma amakha abaklami.Kodwa yini ngempela eshukumisela abahambi abamatasa ukuba bame futhi bathenge?KuMarchesini, impendulo isobala: Abantu banemiqondo ehlukene lapho behamba.

 “Uma besohambweni, abathengi bakhombisa ukuzimisela okukhulu kunokujwayelekile ukuthola imikhiqizo emisha, bazinike isikhathi sokuphequlula amashalofu, baziphathe kahle futhi bajabulele inqubo,” kusho yena.

 Ngokocwaningo olwenziwa yinkampani ngekota yokuqala ka-2022, u-25% wabathengi bezobuhle nezimonyo bathi into ekhangayo yokuthenga mahhala yilapho uphequlula amashalofu futhi uthola imikhiqizo emisha. 

Ngemuva kobhubhane lwe-Covid-19, uMarchesini uphawule ukuthi izivakashi eziningi ziyazizuzisa “ngokuthenga nokuthenga” lapho zihamba.“Lolu bhubhane seluyishintshile indlela abantu abaningi abaphila ngayo, sekwenze kwajwayeleka ukuklomelisa ngohambo nokuyothenga.Ngaphezu kwalokho, abathengi (ikakhulukazi abesifazane) babonakala bezimisele kakhulu ukuzelapha lapho besohambweni.” 

Isenzo esifanayo sabonwa yi-Rituals.Lo mkhiqizo ukholelwa ukuthi imikhiqizo yawo izuze kakhulu ekuqubukeni okuye kwabangela isidingo esiphuthumayo sokuphila okunempilo phakathi kwabathengi. 

“Kwezamasiko, ukuthengisa ngezokuvakasha kungenye yeziteshi eziyingozi kakhulu emhlabeni, lapho sifinyelela iqeqebana elikhulu labavakashi - ikakhulukazi labo abasenkathini 'yangemva kobhubhane'.Uma kuqhathaniswa nangaphambili, ngiyawazisa wonke umzuzu futhi ngiyawujabulela uhlelo lokuthenga.”Uphinde waveza, “Enqubweni yokuthenga imikhiqizo yethu, injabulo yabahambi ayibangelwa nje kuphela ukuthi umkhiqizo uzoletha kanjani izici ezinempilo emkhiqizweni.Ukucatshangelwa ezimpilweni zabo nasekuhambeni nakho kuvela esenzweni 'sokuthenga'." 

UMarchesini uphinde waveza ukuthi embikweni wocwaningo lwenkampani yakhe u-24% wabantu ugcizelele ukuthi izitolo ezingakhokhiswa imali ziyindawo ekahle yokuthenga uma uqhathanisa nezindawo ezifana nezitolo ezinkulu.“Kubuyela endabeni engiyishilo ekuqaleni: abathengi bangathola kalula zonke izinhlobo zemikhiqizo emikhulu yamazwe ngamazwe endaweni eyodwa, esikhundleni sokudlula yonke indawo yezitolo.Kuphinde konge isikhathi esiningi uma bebheka imikhiqizo,” kusho uMarchesini. 

Lapho abathengi bezobuhle nezimonyo bekhuluma ngezizathu eziyinhloko ezibashukumisele ukuba bathenge ngesikhathi besohambweni, ukonga amanani kwaba phezulu, okulandelwa ukunethezeka.Ezinye izici zihlanganisa ukwethembeka komkhiqizo, ukuboniswa okukhangayo, nokwehlukanisa. 

“Empeleni umkhakha wonobuhle bewenza kahle uma kubhekwa abantu abahamba ngezinyawo kodwa inselelo iqhamuka ekwehleni kwezinga lokushintshwa.Lokhu kusho ukuthi izinto zasesitolo kufanele zibambe iqhaza elikhulu ekubambeni amehlo ezivakashi nasekuguquleni lezo zivakashi zibe abathengi.”Kusho uMarchesini.Lezi zinto zihlanganisa amaphromoshini akhangayo, abathengisi abangenekayo, kanye nezibonisi ezidonsa amehlo, amaphosta okukhangisa, inqwaba, nokunye.

 “Umhlaba uzovuleka kancane kancane futhi imisebenzi eminingi izoqala futhi.Futhi kulesi simo somnotho esilulamayo, kunesigaba somlingo, futhi lokho kuyizitolo zokuvakasha. ”U-Tuli waphetha ekupheleni kwengqungquthela, “Esikhumulweni sezindiza Abantu balinde izindiza zabo futhi bajabulela inqubo yokukhetha njengoba bebheka imikhiqizo yobuhle yakamuva evela kwabadumile emhlabeni wonke, emhlabeni wonke.”

 Abahlanganyeli bonke babe nemibono enethemba ngemakethe yobuhle bezokuvakasha e-Asia-Pacific ngo-2022. Mhlawumbe, njengoba basho, u-2022 uzoba unyaka onqumayo wokuvuselela umnotho kanye noshintsho esifundeni sase-Asia-Pacific.Imboni yobuhle kulindeleke ukuthi ibe yimbangela yokutholwa kwezitolo zokuvakasha, okuzophinde kuqhubekisele phambili imboni yobuhle e-Asia Pacific.