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Njengoba i-e-commerce ifa, chofoza bese udaka luthatha indawo yalo: Ikusasa lokuthengisa P3

UDavid Tal, Umshicileli, i-Futurist
@DavidTalWrites
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Msombuluko, 09/14/2020 - 10:04

Kuwo wonke ama-2010s okuqala, izinkulungwane zezintatheli zobuchwepheshe zabikezela ukubhujiswa okuzayo kwabathengisi bezitini nodaka ezandleni ze-e-commerce ekhulayo eyavela eSilicon Valley, eNew York, naseChina. Futhi esikhathini esiningi sama-2010s, izinombolo zaveza lokhu ngezingosi ze-e-commerce eziqhuma emalini engenayo, kuyilapho amaketanga ngezitini nodaka evala indawo ngemva kwendawo.

Kodwa njengoba iminyaka yawo-2010 isondela ekupheleni, le migqa yezitayela isiqala ukuwa ngaphansi kwesisindo se-hype yabo.

Kwenzenjani? Nokho, okokuqala, izinkampani zezitini ezophayo nezodaka zahlakanipha ngedijithali futhi zaqala ukutshala imali eningi ekunikeleni kwazo nge-e-commerce, zandisa ukuncintisana emakethe yedijithali. Ngaleso sikhathi, iziqhwaga ze-e-commerce ezifana ne-Amazon zavala izingcezu ezinkulu zabathengi bedijithali, ngaphezu kokwazisa ukuthunyelwa kwamahhala, okwenza kubize kakhulu ukuthi abaqalayo be-e-commerce bangene emakethe. Futhi amakhasimende aku-inthanethi, ngokuvamile, aqala ukulahlekelwa isithakazelo kumfashini wokuthenga we-e-commerce njengamawebhusayithi okuthengiswa kwe-flash (Groupon) kanye nezinga elincane, amasayithi okubhalisa.

Uma kubhekwa la mathrendi avelayo, izobukeka kanjani imodeli entsha yokuthengisa ngo-2020?

Izitini kanye ne-Mortar zishintshela ku-Click and Mortar

Phakathi kuka-2020 no-2030, abathengisi bazophumelela ukubeka ingxenye enkulu yabathengi bayo ukuthi benze okuningi kokuthenga kwabo kwansuku zonke ku-inthanethi. Lokhu kusho ukuthi abantu abaningi emazweni athuthukile bazoyeka ukuthenga izinto eziyisisekelo mathupha futhi bazothenga kuphela “abakufunayo” ngokomzimba.

Ukubona lokhu manje kubashicileli basesitolo ngezikhathi ezithile bekunikeza amakhuphoni aku-inthanethi anamathiselwe ngaphambili kwerisidi yakho noma bakunikeza isaphulelo sika-10% uma ubhalisela i-e-newsletter yabo. Ngokushesha, ikhanda langaphambili labathengisi le ukubukisa izohlanekezelwa lapho sebevuthwa izinkundla zabo ze-e-commerce futhi bakhuthaze abathengi ukuthi bathenge imikhiqizo yabo ku-inthanethi ngenkathi besesitolo (kuchazwe ku- isahluko sesibili yalolu chungechunge). Eqinisweni, ucwaningo luthole ukuthi kunethuba elikhulu lokuthi abathengi bathenge okuphathekayo uma bexhumana kakhulu nabo futhi bacwaninge okuqukethwe ku-inthanethi kwesitolo.

Maphakathi nawo-2020, abathengisi bephrofayili ephezulu bazoqala ukuphromotha umcimbi wokuqala owenziwe ku-inthanethi Omnyama Omnyama kanye nangemuva kukaKhisimusi. Nakuba imiphumela yokuqala yokuthengisa izohlanganiswa, ukuthutheleka okukhulu kolwazi lwe-akhawunti yekhasimende elisha kanye nokuthenga idatha kuzoba imayini yegolide yokumaketha nokuthengisa okuhloswe isikhathi eside. Uma kwenzeka le phuzu, izitolo zezitini nezodaka zizokwenza uguquko lwazo lokugcina ukusuka ekubeni umgogodla wezezimali womthengisi ukuya ethuluzini layo eliyinhloko lokufaka uphawu lwentengiso.

Empeleni, bonke abathengisi abakhulu bazoba amabhizinisi e-e-commerce aphelele kuqala (ngokusebenzisa imali engenayo) kodwa bazogcina ingxenye yezitolo zabo zivulekile ikakhulukazi ngezinjongo zokumaketha nokubandakanya amakhasimende. Kodwa umbuzo osalayo, kungani ungaqedi ngokuphelele izitolo?

Ukuba umthengisi we-inthanethi kuphela kusho:

*Ukwehliswa kwezindleko ezingaguquki—ukuncipha kwezindawo zezitini nodaka kusho ukukhokha irenti encane, imali ekhokhelwayo, umshwalense, ukuklanywa kabusha kwesitolo kwesizini, njll.;

*Ukwanda kwenani lemikhiqizo engayithengisa ku-inthanethi, ngokuphikisana nemikhawulo yezithombe eziyisikwele zohlu lwempahla esitolo;

*Ichibi lamakhasimende elingenamkhawulo;

*Iqoqo elikhulu ledatha yekhasimende elingasetshenziswa ukuze kukhangiswe futhi kudayiswe amakhasimende eminye imikhiqizo;

*Futhi ukusetshenziswa kwengqalasizinda yesikhathi esizayo ye-warehouse ezenzakalelayo ngokugcwele kanye nengqalasizinda yokulethwa kwamaphasela kungase kushibhe ngokuhleleka.

Manje, nakuba lawa maphuzu elungile futhi elungile, ekupheleni kosuku, asiwona amarobhothi. Ukuthenga kusewukuzilibazisa okusemthethweni. Umsebenzi wokuxhumana nabantu. Okubaluleke nakakhulu, kuye ngosayizi, ukusondelana (cabanga ngezinto zemfashini), kanye nezindleko zomkhiqizo, abantu ngokuvamile bakhetha ukubona nokuxhumana nalokho abazokuthenga ngaphambi kokuba bawuthenge. Abathengi bathembela kakhulu kumabhrendi anesitolo sangempela abangasivakashela futhi bahlanganyele naso.

Ngenxa yalezi zizathu nokunye, amabhizinisi adlule ku-inthanethi kuphela, afana UWarby Parker futhi Amazon, bavule izitolo zabo zezitini nodaka, futhi ukuthola impumelelo nabo. Izitolo zezitini nodaka zinikeza imikhiqizo into yomuntu, indlela yokuthinta nokuzwa umkhiqizo ngendlela okungekho iwebhusayithi engayinikeza. Futhi, kuye ngokuthi uhlala kuphi nokuthi amahora akho okusebenza awabikezeleki kangakanani, lezi zindawo ezibonakalayo zisebenza njengezikhungo ezikahle zokuthatha imikhiqizo oyithenge ku-inthanethi.

Ngenxa yalo mkhuba, isipiliyoni sakho esitolo sokudayisa ngasekupheleni kwawo-2020 sizohluka kakhulu kunanamuhla. Esikhundleni sokugxila ekuthengiseleni umkhiqizo nje, abathengisi bazogxila ekukuthengiseleni umkhiqizo kanye nolwazi lwezenhlalo onalo ezitolo zabo.

Imihlobiso yesitolo izoklanywa kangcono futhi ibize kakhulu. Imikhiqizo izovezwa kabanzi. Amasampuli nezinye i-swag zamahhala zizonikezwa ngokukhululekile. Imisebenzi yasesitolo kanye nezifundo zeqembu eziphromotha ngokungaqondile uhlobo lwesitolo, isiko laso, kanye nemvelo yemikhiqizo yaso kuzoba yinsakavukela. Futhi mayelana nabamele ulwazi lwekhasimende (abamele izitolo), bazokwahlulelwa ngokulinganayo ekuthengisweni abakukhiqizayo, kanye nenani lenkundla yezokuxhumana ephozithika esitolo kanye nohlelo lokusebenza lokulayeza abalukhiqizayo.

Sekukonke, inkambiso kule minyaka eyishumi ezayo izobona ukuqothuka kwe-e-commerce emsulwa kanye nemikhiqizo yezitini nodaka. Ezindaweni zabo, sizobona ukwanda kwemikhiqizo ye-'click and mortar', lezi yizinkampani ezixubile ezizovala ngempumelelo igebe phakathi kwe-e-commerce kanye nokuthenga kwendabuko komuntu siqu.

Amagumbi okufaka kanye nekusasa lokuchofoza nodaka

Okuxakayo ukuthi, maphakathi nawo-2020s, amagumbi okulingana azoba wuphawu lwenguquko yokuchofoza kanye nokudayisa ngodaka.

Ezinkampanini zemfashini, ikakhulukazi, amagumbi okufathela azokhula abe yisizinda somklamo wesitolo kanye nezinsiza. Zizokhula zibe zinkulu, zibe zinhle kakhulu futhi zibe nobuchwepheshe obengeziwe obufakwe kuzo. Lokhu kukhombisa ukwazisa okukhulayo kokuthi isinqumo esikhulu sokuthenga komthengi senzeka egunjini lokulinganisa. Kulapho ukuthengiswa okuthambile kwenzeka khona, ngakho kungani ungacabangi kabusha ngokuthanda umthengisi?

Okokuqala, izitolo ezikhethiwe zizothuthukisa amagumbi azo afaneleka ngomgomo wokwenza wonke umthengi ongena esitolo sakhe angene egumbini elifanele. Lokhu kungase kuhlanganise ukungeza izikrini zokuthenga ezipheqululekayo lapho amakhasimende angakhetha khona izingubo namasayizi afuna ukuzama ngawo. Umsebenzi uzobe esekhetha izingubo ezikhethiwe bese ethumela umyalezo kumthengi lapho igumbi lakhe lokumlingana selilungile nezingubo zakhe zibekwe kahle ukuze azizame.

Abanye abathengisi bazogxila ku- isici social of shopping. Abesifazane ikakhulukazi bavame ukuthenga ngamaqembu, bakhethe izingcezu zezingubo eziningi abangazama ngazo, futhi (kuye ngokuthi inani lezimpahla zokugqoka) bangachitha amahora afinyelela kwamabili endlini yokufaka. Leso isikhathi esiningi esichithwa esitolo, ngakho-ke amabhrendi azokwenza isiqiniseko sokuthi ichithwe ekukhangiseni umkhiqizo ngendlela eyakhayo—cabanga osofa bakanokusho, ingemuva lesithombe sangemuva esiwubukhazikhazi sezingubo ze-instagram, futhi mhlawumbe neziqabu.

Amanye amagumbi okulingana angase futhi abe namathebulethi abekwe odongeni abonisa uhlu lwamagama esitolo, okuvumela abathengi ukuthi baphequlule izingubo eziningi, futhi ngokuthepha okusesikrinini, bazise abaphathi bezitolo ukuthi babalethele izingubo ezengeziwe abangazigqoka ngaphandle kokuphuma endaweni yokufaka. Futhi-ke, lawa maphilisi azophinde avumele ukuthengwa kwezimpahla zokugqoka ngokushesha, esikhundleni sokuthi umthengi athathe uhambo futhi alinde umugqa ku-cashier ngemva kokuzama izingubo.

Inxanxathela yezitolo ayihambi noma nini maduze

Njengoba kushiwo ngaphambili, ochwepheshe kuyo yonke iminyaka yokuqala yawo-2010 babikezela ukuwa kwenxanxathela yezitolo, kanye nokuwa kwamaketango ezitini nodaka. Futhi yize kuyiqiniso ukuthi izitolo eziningi zezitolo zivaliwe kulo lonke elaseNyakatho Melika, iqiniso liwukuthi inxanxathela yezitolo isizohlala, noma ngabe i-e-commerce inkulu kangakanani. Futhi lokho akufanele kusimangaze. Emadolobheni amaningi nasezindaweni ezingomakhelwane, inxanxathela yezitolo iyisikhungo somphakathi esimaphakathi, futhi ngezindlela eziningi, iyizikhungo zomphakathi ezizimele.

Futhi njengoba abathengisi beqala ukugxila ezitolo zabo ekuthengiseni umkhiqizo, izitolo ezinkulu ezicabanga phambili zizosekela lolo shintsho ngokunikeza ulwazi oluningi olusekela ulwazi lomkhiqizo oludalwa ngaphakathi kwezitolo nezindawo zokudlela ezikuzo. Lokhu okuhlangenwe nakho okukhulu kuhlanganisa izibonelo ezifana nezitolo ezinkulu ezikhulisa imihlobiso ngesikhathi samaholide, ukuvumela ngasese noma ukukhokhela “okuzenzakalelayo” okwabelwana ngazo yinkundla yezokuxhumana. izenzakalo zeqembu, nokubekela eceleni indawo yomphakathi yemicimbi yomphakathi ezakhiweni zayo—cabanga ngezimakethe zabalimi, imibukiso yobuciko, i-doggy yoga, njll.

Izitolo ezinkulu zizosebenzisa uhlelo lokusebenza lokudayisa olushiwo kulo isahluko sokuqala yalolu chungechunge oluzovumela izitolo ngazinye zibone umlando wakho wokuthenga nemikhuba. Nokho, izitolo ezinkulu zizosebenzisa lezi zinhlelo zokusebenza ukulandelela ukuthi uvakashela kaningi kangakanani nokuthi yiziphi izitolo noma izindawo zokudlela ozivakashela kakhulu. Okwesibili lapho ungena “kwinxanxathela yezitolo ehlakaniphile,” uzokwaziswa kufoni yakho noma ezingilazini zangempela ezi-augmented mayelana nokuvulwa kwezitolo okusha, imicimbi yenxanxathela yezitolo, nokuthengiswa okuthile ongakuthakasela.

Ngokwezinga elikha phezulu, ngeminyaka yawo-2030s, izitolo ezinkulu ezikhethiwe zizobe sezinezindonga naphansi ezixhunywe izibonisi zedijithali ezizosebenzisa izikhangiso ezisebenzisanayo (noma izikhombisi-ndlela zesitolo) futhi zizokulandela (noma ziqondise) noma yikuphi lapho uhamba khona enxanxatheleni yezitolo. Ngakho iqala iminyaka yokulandeleka, ukumaketha kabusha kwezikhangiso eziku-inthanethi kungena emhlabeni ongaxhunyiwe ku-inthanethi.

Imikhiqizo ewubukhazikhazi inamathela esitini nodaka

Njengoba amathrendi ashiwo ngenhla engase asho ukuhlanganiswa okukhulu phakathi kwesitolo kanye nolwazi lokuthenga nge-e-commerce, abathengisi abathile bazokhetha ukuphikisa okusanhlamvu. Ikakhulukazi, ezitolo ezisezingeni eliphezulu—lezo zindawo lapho ithegi yentengo yeseshini yokuthenga engu-$10,000 okungenani—isipiliyoni sokuthenga abasikhuthazayo ngeke sishintshe nhlobo.

Imikhiqizo ewubukhazikhazi nezitolo zangaphambili azenzi izigidigidi zakho ngobuningi njengama-H&M noma ama-Zara omhlaba. Benza imali yabo ngokusekelwe kwikhwalithi yemizwa nezindlela zokuphila abazidlulisela kumakhasimende anenani eliphakeme elithenga imikhiqizo yawo ewubukhazikhazi.

Impela, bazosebenzisa ubuchwepheshe obusezingeni eliphezulu ukulandelela imikhuba yokuthenga yamakhasimende abo futhi babingelele abathengi ngesevisi yomuntu siqu (njengoba kuchazwe esahlukweni sokuqala salolu chungechunge), kodwa ukulahla u-$50,000 esikhwameni akusona isinqumo osenzayo ku-inthanethi, kungcono isinqumo izitolo okunethezeka vumela kangcono mathupha. Eqinisweni, ucwaningo olwenziwa yi-Euromonitor luphawula ukuthi amaphesenti angama-94 akho konke ukuthengiswa okunethezeka komhlaba wonke kusenzeka esitolo.

Ngalesi sizathu, i-e-commerce ayisoze yaba yinto ehamba phambili kumabhrendi aphezulu, akhethekile kakhulu. Ukunethezeka kwezinga eliphezulu kuthengiswa kakhulu ngoxhaso olukhethwe ngokucophelela kanye nokukhuluma ngomlomo phakathi kwezigaba eziphezulu. Futhi khumbula, abacebile kakhulu abavamile ukuthenga ku-inthanethi, banabaklami nabathengisi beza kubo.

Ingxenye yesine neyokugcina yalolu chungechunge lwekusasa lokuthengisa izogxila kusiko labathengi phakathi konyaka ka-2030 no-2060. Sithatha umbono omude wokuthambekela kwezenhlalo, ezomnotho, kanye nezobuchwepheshe ezizololonga ulwazi lwethu lokuthenga lwesikhathi esizayo.