Kodi Makampani Adzayankha Bwanji Vuto la Zodzoladzola Padziko Lonse?

"Ogulitsa ambiri ndi makampani onse ali ndi chiyembekezo chakuti mavuto okhudzana ndi kugulitsa zinthu chifukwa cha mliriwu sadzasokoneza malonda athu okongola omwe akuyambiranso - ngakhale kuti mitengo yokwera pamodzi ndi mavuto azachuma omwe akubwera angapangitse ogula ambiri kuchepetsa kugulitsa zinthu zambiri." Musab Balbale, wachiwiri kwa purezidenti wamkulu komanso mkulu wa zamalonda ku CVS Health, akulankhula pamsonkhano wapachaka wa National Association of Pharmacy Chains (NACDS), womwe unatsegulidwa pa Epulo 23 ku Palm Beach, Florida.

Bungwe la NACDS lomwe linakhazikitsidwa mu 1933, lomwe likuyimira kampani yaikulu ya mankhwala ku US, lomwe ndi unyolo wa mankhwala. Kuyambira m'ma 1980, makampani ogulitsa mankhwala aku America akhala akuyesera kupanga zinthu zokhudzana ndi thanzi, kukongola ndi chisamaliro chapakhomo. Zinthu zawo zazikulu zimagawidwa m'magulu atatu akuluakulu: mankhwala operekedwa ndi dokotala, mankhwala ogulitsidwa pamtengo wotsika, mankhwala okongola komanso osamalira thupi, komanso zodzoladzola. 

Zanenedwa kuti msonkhano uwu udzakhala msonkhano woyamba wapachaka wa NACDS kuyambira 2019, ndipo akuluakulu a L'Oreal, Procter & Gamble, Unilever, Coty, CVS, Walmart, Rite Aid, Walgreens, Shoppers Drug Mart, ndi ena.

Monga momwe Balbale adanenera, nkhani zokhudzana ndi unyolo wogulitsa zinthu zidzakhala imodzi mwa mitu yodziwika bwino kwambiri pamsonkhanowu, womwe udzakambiranenso za momwe makampaniwa akukhudzira makampani komanso njira zothetsera mavuto omwe akuvutitsa mabizinesi monga kukwera kwa mitengo, kusakhazikika kwa chuma komanso kusakhazikika kwa ndale.

Zodzoladzola Padziko Lonse Zili Pamavuto Okhudza Kupereka Zinthu

"Kuchepa kwa katundu ndi kuchedwa kwa kutumiza katundu kukuyembekezeka kuchepa. Koma ndi vuto la Russia ndi Ukraine, kukwera kwa mitengo yamafuta komanso mavuto a antchito ndi kuchuluka kwa zinthu m'madoko aku China ndi US - kuphatikiza kwa zinthu kudzabweretsa chiopsezo cha kusokonekera kwa unyolo wogulitsa katundu mtsogolo - chiopsezochi chingakhalepo mpaka theka lachiwiri la chaka chino," adatero Stephanie Wissink, katswiri wamkulu ku Jefferie, banki yogulitsa ndalama padziko lonse lapansi.

Kukonzekera kwa unyolo wa mafakitale a "mazira sali mudengu limodzi" sikungoyamikiridwa ndi Coty Group yokha. Monga wogulitsa zinthu zokongoletsera, Chief Growth Officer wa Mesa Scott Kestenbaum (Scott Kestenbaum), yemwe amagwira ntchito ndi Sephora, Walmart, Target ndi ogulitsa ena, adatinso Mesa yakhala ikugwira ntchito molimbika kuti mafakitale asamutsidwire mkati momwe angathere ndikufalikira kumizinda yosiyanasiyana.

Kuwonjezera pa kapangidwe ka mafakitale osiyanasiyana, njira zothetsera "kuwonjezera mphamvu zopangira" ndi "kusunga zinthu zambiri" zimakondedwanso ndi makampani ena.

Zodzoladzola zotsika mtengo zimabweretsa nthawi ya mwayi

"Palibe kukayika kuti kukwera mtengo kwa zosakaniza zokongoletsera komanso kukwera kwa mitengo kudzalimbitsa kwambiri makasitomala - koma chosangalatsa n'chakuti, tsopano ikhoza kukhala mwayi waukulu kwambiri kwamitundu yokongola yotsika mtengo.” Wopereka nkhani Faye Brookman, WWD Personality analemba mu gawoli.

"Zaka ziwiri zapitazi zakhala zaka zathu ziwiri zotsatizana zabwino kwambiri. Takumana ndi makasitomala ambiri atsopano omwe akhala nafe nthawi zonse," adatero Mark Griffin, purezidenti komanso CEO wa Lewis Family Drug. "Anthu ambiri akusankha kugula mtengo wotsika mtengo womwe amafunikira. Makampani, m'malo moyendetsa galimoto kupita kumasitolo otchuka, tiyenera kukhala nawo kumbali yathu."

Malinga ndi WWD, olemba mabulogu ambiri okongola pa TikTok posachedwapa atulutsa milomo ya Milani ya Color Fetish Matte m'malo mwa Charlotte Tilbury. Izi zidalandiridwa ndi chidwi, ndipo Milani ya ku Italy idalandira milomo ya kukongola.milomo ya pakamwaKugulitsa mwachangu pa malonda a Ulta ndi Walgreens kwakwera ndi 300% m'masabata awiri.

M'masabata anayi omwe adatha pa 12 Marichi, 2022, kugulitsa zinthu zokongola zotsika mtengo kunakula ndi 8.1% chaka chilichonse, malinga ndi Nielsen IQ. Mu lipoti lake, WWD ikunena kuti kukwera kwa mitengo ya zinthu zokongola kungathandize mitundu yotsika mtengo: "M'mitundu iyi, kuwonjezeka kwa zinthu zopangira ndi mitengo nthawi zambiri kumawonekera pamtengo wa mafuta odzola pamilomo pa $7, omwe tsopano ndi $8; mtengo woyambirira wa $30, $40 pakadali pano - woyamba ndi wovomerezeka kwambiri poyerekeza."

Pakadali pano, ogulitsa akuwonjezeranso zinthu "za theka la mtengo", zomwe sizili zodula kwambiri kapena zotsika mtengo. Mu theka lachiwiri la 2022, Walgreens idzawonjezera zinthu monga Hey Humans ndi Makeup Revolution zomwe ndi zotsika mtengo komanso zothandiza, anatero Lauren Brindley, wachiwiri kwa purezidenti wa chisamaliro chaumwini ndi kukongola ku Walgreens. Chogulitsachi ndi chodziwika bwino. "Ndikukhulupirira kuti makasitomala athu sadzayenera kusiya khalidwe la njira zawo zodzikongoletsera chifukwa cha kukwera kwa mitengo," adatero. "Kugula ndi khalidwe sizikugwirizana." 

Monga wogulitsa, Kestenbaum adatinso msika womwe ulipo pano ndi "mkuntho wabwino kwambiri" wa mitundu yokongola yotsika mtengo. "Mayina otsika mtengo ali pamalo apadera panthawi yamavuto azachuma," adatero, "chifukwa amapindula ndi kuchuluka kwa magalimoto oyenda pansi m'masitolo ogulitsa zakudya, mankhwala osokoneza bongo ndi ma box akuluakulu, komanso kuchokera kwa ogula 'otsika' omwe akuyamba kufunafuna mitengo yotsika. Mgwirizano. Iwo."