Puas yog kev lag luam muag khoom zoo nkauj rau kev mus ncig yuav rov zoo dua?

BUa ntej muaj tus kab mob sib kis tshiab, kev muag khoom ntawm cov tshuaj pleev ib ce zoo nkauj tau "kev loj hlob sai" hauv kev lag luam muag khoom mus ncig. Nrog rau kev txo qis ntawm kev tswj hwm kev ncig tebchaws thoob ntiaj teb, kev lag luam ncig tebchaws zoo li tau coj mus rau lub sijhawm rov zoo. Hauv kev qhuab qhia uas Cosmetics Design tau tuav lub lim tiam dhau los, ntau tus neeg hauv kev lag luam tau qhia lawv cov kev cia siab rau yav tom ntej ntawm kev lag luam muag khoom mus ncig hauv Asia Pacific.

"Peb muaj kev cia siab tias tus kab mob sib kis tshiab yuav maj mam xaus rau ob lossis peb xyoos. Tau kawg, kev ncig tebchaws sab nraud tseem yuav yog kev lag luam kawg uas rov zoo, tab sis nws txoj kev vam meej yav tom ntej kuj pom tau - ntau tus neeg nyob hauv tsev tsis muaj zog. Cov neeg ncig tebchaws tsis muaj siab ntev tawm hauv lub tebchaws thiab mus ncig ua si, "Sunil Tuli, tus thawj coj ntawm Asia Pacific Travel Retail Association (APTRA) hais. "Peb yuav pom kev rov zoo uas tau tos ntev hauv kev muag khoom mus ncig, thiab thaj av Asia-Pacific yuav ua lub luag haujlwm tseem ceeb hauv kev tsav tsheb rov zoo ntawd."

Nyob rau ntawm sab nraud ntawm Duty Free World Association (TFWA) Asia Pacific lub rooj sib tham hauv Singapore, Tuli kuj tau hais tias: "Peb yuav tsum tsis txhob plam qhov pom ntawm cov cib fim loj heev uas thaj av no muaj, uas yog 'lub cav' ntawm kev lag luam muag khoom mus ncig thoob ntiaj teb. Yog tias koj xav paub txog kev muag khoom mus ncig, qhov twg yuav rov zoo, ces kuv tuaj yeem hais tseeb, nyob ntawm no, nyob hauv qab peb txhais taw."

01 Sab Hom: kev muag khoom mus ncig yog lub platform tso saib zoo tshaj plaws

Nws tsis yog ib qho zais cia tias cov hom lag luam zoo nkauj nyiam muag khoom mus ncig. Cov tuam txhab loj xws li L'Oreal, Estee Lauder, Shiseido thiab lwm tus tau ua tiav zoo hauv kev muag khoom mus ncig hauv ob peb xyoos dhau los. Tsis tas li ntawd, cov neeg tuaj lig xws li Kao thiab Pola Orbis kuj tab tom ua kom lawv cov phiaj xwm nthuav dav sai dua, sib tw kom tau ib feem ntawm lub khw. 

"Thaum feem ntau cov hom lag luam xav txog kev xaiv qee lub platform los qhia lawv cov khoom tshiab, lawv yuav tsis nco cov khw muag khoom tsis them se. Cov neeg siv khoom los ntawm thoob plaws lub ntiaj teb sib sau ua ke ntawm no, thiab cov ntaub ntawv khoom yuav ntws sai sai mus rau lub ntiaj teb los ntawm lawv. Ib yam li ntawd, cov neeg taug kev kuj tuaj yeem nrhiav tau txhua lub npe loj los ntawm lub npe thiab lawv cov khoom tshiab hauv cov khw muag khoom tsis them se. Lub khw muag khoom mus ncig yog lub platform tseem ceeb rau kev yooj yim tsis muaj qhov sib piv rau cov neeg yuav khoom thiab cov neeg muag khoom. " Anna Marchesini, Tus Thawj Coj ntawm Kev Txhim Kho Lag Luam, lub koom haum tshawb fawb kev lag luam mus ncig m1nd-set Hais. 

Marchesini kuj ntseeg tias nyob rau hauv cov khw muag khoom mus ncig thoob ntiaj teb, thaj av Asia-Pacific yog lub hauv paus tseem ceeb. "Nws yog lub khw muag khoom mus ncig uas muaj zog tshaj plaws hauv ntiaj teb - thiab yog lub khw muag khoom zoo nkauj tseem ceeb tshaj plaws, los ntawm txoj kev - thiab nws yog 'theem tawg' rau cov hom lag luam zoo nkauj los tuav cov pop-ups thiab tso tawm cov khoom tshiab." Nws hais.

Nws tau hais txog Shiseido qhov kev tshaj tawm SENSE Beauty Pop-up ntawm Singapore's Changi Airport hauv xyoo 2019 ua piv txwv. Lub khw muag khoom pop-up lub hom phiaj yog "dhau qhov kev muag khoom ib txwm muaj", siv cov thev naus laus zis augmented reality (AR) los qhia cov khoom rau cov neeg tuaj saib hauv txoj kev immersive, pab cov hom lag luam ncav cuag cov neeg siv khoom tob dua. 

Cov kev txav no ua rau Shiseido ua tiav zoo hauv kev muag khoom mus ncig hauv xyoo 2019, nrog rau lub tuam txhab tau muag tau 102.2 billion yen ($ 936.8 lab) hauv kev muag khoom, thawj zaug nws cov muag khoom hla 100 billion yen cim. 

Melvin Broekaart, Tus Thawj Coj Thoob Ntiaj Teb ntawm Kev Muag Khoom Mus Ncig Ua Si ntawm Dutch kev zoo nkauj thiab kev noj qab haus huv hom Rituals, kuj tau lees paub qhov tseem ceeb ntawm txoj kev muag khoom mus ncig ua si ua ib qho kev ua yeeb yam. "Kev muag khoom mus ncig ua si muab rau cov hom lag luam lub sijhawm tshwj xeeb los ncav cuag cov neeg siv khoom uas muaj sijhawm, nyiaj txiag (cov neeg siv khoom uas mus ncig txawv teb chaws paub tias tsis muaj zog nyiaj txiag) thiab yuav ua rau kev yuav khoom sai dua. Cov khw muag khoom tsis them se kuj muab cov luv nqi tshwj xeeb thiab cov xwm txheej uas sib txawv ntawm lwm lub platform online thiab offline, yog li cov hom lag luam nyiam thiab koom nrog cov neeg siv khoom tshiab." 

Broekaart kuj tau hais tias kev muag khoom mus ncig feem ntau yog thawj txoj kev uas cov neeg siv khoom koom nrog Rituals hom."Rau Rituals, ua ntej qhib cov khw muag khoom hauv tebchaws, peb yuav xaiv nkag mus rau hauv cov lag luam tshiab los ntawm kev muag khoom mus ncig ua si kom tsim kev paub txog hom. Kev muag khoom mus ncig ua si yog ib txoj hauv kev tseem ceeb rau Rituals txoj kev lag luam tag nrho, uas tsis yog tsuas yog tus tsav tsheb muag khoom xwb, tab sis kuj yog lub ntiaj teb tseem ceeb rau cov neeg siv khoom mus ncig ua si txuas nrog." 

Broekaart tau hais tias, ob peb xyoos tom ntej no, lub tuam txhab xav tias yuav muaj "kev loj hlob zoo" hauv kev lag luam muag khoom mus ncig hauv thaj av Asia-Pacific. 

Lub tuam txhab tab tom npaj yuav nthuav nws txoj kev lag luam hauv Suav teb lub khw muag khoom mus ncig, Hainan Island, thiab ntxiv peb lub khw ntxiv rau xyoo no. Tsis tas li ntawd xwb, nws tab tom npaj yuav nkag mus rau hauv kev lag luam muag khoom mus ncig hauv Southeast Asia.

02 Cov Neeg Siv Khoom: Kev yuav khoom yog qhov zoo dua thaum mus ncig dua li hauv lub neej txhua hnub 

Thaum mus ncig teb chaws, yuav luag txhua zaus yuav tsum tawm hauv tshav dav hlau nrog cov khoom tsis them se, xws li chocolates, khoom plig, ib lub raj mis cawv zoo lossis tshuaj tsw qab. Tab sis dab tsi ua rau cov neeg taug kev uas tsis khoom nres thiab yuav khoom?Rau Marchesini, cov lus teb yog qhov tseeb: Tib neeg muaj lub siab xav sib txawv thaum lawv mus ncig.

 "Thaum mus ncig teb chaws, cov neeg siv khoom qhia tias lawv txaus siab ntau dua li niaj zaus los nrhiav cov khoom tshiab, siv sijhawm los saib cov txee, kho lawv tus kheej thiab txaus siab rau cov txheej txheem," nws hais.

 Raws li kev tshawb fawb uas lub tuam txhab tau ua nyob rau hauv peb lub hlis thawj zaug ntawm xyoo 2022, 25% ntawm cov neeg siv khoom zoo nkauj thiab tshuaj pleev ib ce tau hais tias qhov kev nyiam ntawm kev yuav khoom tsis them se yog thaum saib cov txee thiab nrhiav pom cov khoom tshiab. 

Tom qab muaj tus kab mob Covid-19 kis thoob plaws ntiaj teb, Marchesini tau pom tias muaj ntau tus neeg ncig tebchaws uas tau muab nqi zog rau lawv tus kheej los ntawm "kev yuav khoom thiab kev yuav khoom" thaum lawv mus ncig. "Tus kab mob tau hloov pauv ntau tus neeg txoj kev ua neej, thiab nws kuj ua rau nws yooj yim dua los muab nqi zog rau koj tus kheej rau kev mus ncig thiab kev yuav khoom. Tsis tas li ntawd, cov neeg siv khoom (tshwj xeeb tshaj yog cov poj niam) zoo li txaus siab kho lawv tus kheej thaum mus ncig." 

Ib qho xwm txheej zoo sib xws tau pom los ntawm Rituals. Lub hom lag luam ntseeg tias nws cov khoom tau txais txiaj ntsig zoo los ntawm kev sib kis uas tau ua rau muaj kev xav tau kev noj qab haus huv ntawm cov neeg siv khoom. 

"Rau Rituals, kev muag khoom mus ncig yog ib qho ntawm cov channel uas loj tshaj plaws hauv ntiaj teb, uas peb ncav cuag ib pawg neeg ncig tebchaws loj heev - tshwj xeeb tshaj yog cov neeg nyob rau lub sijhawm 'tom qab muaj tus kab mob sib kis'. Piv nrog rau yav dhau los, kuv saib txhua lub sijhawm thiab nyiam txoj kev yuav khoom." Nws kuj tau taw qhia tias, "Hauv txoj kev yuav peb cov khoom, kev zoo siab ntawm cov neeg ncig tebchaws tsis yog vim li cas cov khoom yuav coj ntau yam khoom noj qab haus huv rau hauv cov khoom. Cov kev xav hauv lawv lub neej thiab kev mus ncig kuj los ntawm qhov kev ua ntawm 'kev yuav'." 

Marchesini kuj tau taw qhia tias hauv nws lub tuam txhab daim ntawv tshawb fawb, 24% ntawm cov neeg tau hais tias cov khw muag khoom tsis them se yog qhov chaw yooj yim dua piv rau cov chaw xws li cov khw muag khoom loj. "Nws rov qab mus rau qhov kuv tau hais ua ntej: cov neeg siv khoom tuaj yeem yooj yim nrhiav tau txhua lub npe nrov thoob ntiaj teb hauv ib qho chaw, es tsis txhob mus dhau tag nrho lub khw loj. Nws kuj tseem txuag lawv lub sijhawm ntau dua los saib cov npe, "Marchesini hais. 

Thaum cov neeg yuav khoom zoo nkauj thiab cov tshuaj pleev ib ce tham txog cov laj thawj tseem ceeb uas ua rau lawv xav yuav khoom thaum mus ncig, kev txuag nqi yog qhov tseem ceeb tshaj plaws, ua raws li kev yooj yim. Lwm yam tseem ceeb suav nrog kev ntseeg siab rau hom lag luam, kev tso saib zoo nkauj, thiab kev sib txawv. 

"Qhov tseeb, pawg khoom zoo nkauj tau ua tau zoo hauv cov nqe lus ntawm cov neeg taug kev, tab sis qhov teeb meem los ntawm qhov kev hloov pauv poob qis. Qhov no txhais tau tias cov ntsiab lus hauv khw yuav tsum ua lub luag haujlwm loj hauv kev ntes cov neeg tuaj saib thiab hloov cov neeg tuaj saib ntawd mus ua cov neeg yuav khoom." Marchesini hais. Cov ntsiab lus no suav nrog kev tshaj tawm zoo nkauj, cov neeg muag khoom uas yooj yim mus cuag, nrog rau cov khoom tso saib uas ntxim nyiam, cov ntawv tshaj tawm, cov pawg, thiab ntau ntxiv.

 "Lub ntiaj teb yuav maj mam qhib thiab ntau yam kev ua ub no yuav pib dua. Thiab nyob rau hauv qhov chaw lag luam rov zoo no, muaj ib theem khawv koob, thiab qhov ntawd yog kev muag khoom mus ncig." Tuli xaus lus thaum kawg ntawm lub rooj sib tham, "Ntawm lub tshav dav hlau Cov neeg tos lawv cov dav hlau thiab txaus siab rau cov txheej txheem xaiv thaum lawv saib cov khoom siv zoo nkauj tshiab los ntawm cov npe loj tshaj plaws hauv ntiaj teb, thoob plaws ntiaj teb."

 Cov neeg koom nrog txhua tus muaj kev cia siab zoo rau kev lag luam muag khoom zoo nkauj hauv Asia-Pacific hauv xyoo 2022. Tej zaum, raws li lawv tau hais, xyoo 2022 yuav yog xyoo txiav txim siab rau kev rov zoo thiab kev hloov pauv hauv thaj av Asia-Pacific. Kev lag luam zoo nkauj yuav yog lub zog tsav tsheb tom qab kev rov zoo ntawm kev muag khoom mus ncig, uas yuav tsav tsheb kev lag luam zoo nkauj hauv Asia Pacific.