Kodi msika wa kukongola kwa malo oyendera alendo watsala pang'ono kuchira?

BMliri watsopano wa korona usanachitike, kugulitsa zodzoladzola zokongola kunali "kukula kwakukulu" pamsika wogulitsa zoyendera. Chifukwa cha kuchepa pang'onopang'ono kwa ulamuliro wa maulendo oyendera alendo padziko lonse lapansi, makampani oyendera alendo akuoneka kuti ayambitsa kukonzanso. Mu nkhani yomwe idachitika ndi Cosmetics Design sabata yatha, anthu ambiri ogwira ntchito m'makampani adagawana zomwe akuyembekezera pamsika wamtsogolo wogulitsa zoyendera ku Asia Pacific.

"Tili ndi chiyembekezo kuti mliri watsopano wa korona udzatha pang'onopang'ono patatha zaka ziwiri kapena zitatu. Zachidziwikire, zokopa alendo ochokera kunja zidzakhalabe makampani omaliza kuchira, koma kutukuka kwake mtsogolo kukuwonekeranso - ambiri akuvutika m'nyumba zawo. Alendo akufunitsitsa kutuluka m'dzikolo ndikuyendayenda," adatero Sunil Tuli, wapampando wa Asia Pacific Travel Retail Association (APTRA). "Tidzawona kuchira komwe kwakhala kukuyembekezeredwa kwa nthawi yayitali m'masitolo ogulitsa maulendo, ndipo dera la Asia-Pacific lidzakhala ndi gawo lalikulu pakuyendetsa kuchira kumeneko."

Pamsonkhano wa Duty Free World Association (TFWA) Asia Pacific ku Singapore, Tuli adatinso: "Sitiyenera kuiwala mwayi waukulu womwe dera lino limapereka, womwe ndi 'injini' ya msika wogulitsa maulendo padziko lonse lapansi. Ngati mukudabwa za malo ogulitsira maulendo Kodi kuchira kudzayamba kuti, ndiye kuti ndinganene motsimikiza, pano, pansi pa mapazi athu."

01 Mbali ya Brand: malo ogulitsira maulendo ndiye nsanja yabwino kwambiri yowonetsera

Si chinsinsi kuti makampani okongoletsa amakonda kwambiri malonda oyendera. Makampani akuluakulu okongoletsa monga L'Oreal, Estee Lauder, Shiseido ndi ena apambana kwambiri pa njira yogulitsira maulendo m'zaka zingapo zapitazi. Kuphatikiza apo, anthu obwera mochedwa monga Kao ndi Pola Orbis akufulumizitsanso mapulani awo okulitsa, akupikisana kuti apeze phindu. 

"Makampani ambiri akamaganiza zosankha malo ena owonetsera zinthu zawo zatsopano, sadzaphonya masitolo opanda msonkho. Ogula ochokera padziko lonse lapansi amasonkhana pano, ndipo zambiri za malonda zidzayenda mwachangu padziko lonse lapansi kudzera mwa iwo. Mofananamo, apaulendo amathanso kupeza mayina onse akuluakulu ndi zinthu zawo zatsopano m'masitolo opanda msonkho. Njira yogulitsira maulendo ndi nsanja yofunika kwambiri yopezera zinthu zabwino kwa ogula ndi ogulitsa." Anna Marchesini, Mtsogoleri wa Chitukuko cha Mabizinesi, bungwe lofufuza za msika woyendayenda m1nd-set Say. 

Marchesini amakhulupiriranso kuti m'malo ogulitsira maulendo padziko lonse lapansi, dera la Asia-Pacific ndi malo ofunika kwambiri. "Ndi msika wogulitsa maulendo wothamanga kwambiri padziko lonse lapansi - komanso msika wofunika kwambiri wokongoletsa, mwa njira - ndipo ndi 'gawo lofulumira' kuti makampani okongoletsa azitsegula ma pop-up ndikuyambitsa zinthu zatsopano." Iye Anatero.

Iye anatchula chitsanzo cha Shiseido choyambitsa SENSE Beauty Pop-up ku Changi Airport ku Singapore mu 2019. Cholinga cha shopuyi ndi "kupambana malonda achikhalidwe", pogwiritsa ntchito ukadaulo wa augmented reality (AR) kuti abweretse zinthu kwa alendo m'njira yosangalatsa, kuthandiza makampani kufikira ogula mozama kwambiri. 

Kusunthaku kunapangitsa Shiseido kukhala wopambana kwambiri mu njira yogulitsira maulendo mu 2019, pomwe kampaniyo idapeza ndalama zokwana yen 102.2 biliyoni ($936.8 miliyoni) pa malonda onse, nthawi yoyamba malonda ake kudutsa chizindikiro cha yen 100 biliyoni. 

Melvin Broekaart, Mtsogoleri wa Malonda Oyendera Padziko Lonse ku kampani ya ku Dutch yokongola komanso thanzi labwino ya Rituals, nayenso anazindikira kufunika kwa njira yogulitsira maulendo ngati chiwonetsero. "Malonda oyendera amapatsa makampani mwayi wapadera wofikira ogula omwe ali ndi nthawi, ndalama (ogula omwe amayenda kunja amadziwika kuti alibe mphamvu zachuma) ndipo nthawi zambiri amagula zinthu mopupuluma. Masitolo opanda msonkho amaperekanso kuchotsera kwapadera ndi zochitika zomwe zimawasiyanitsa ndi nsanja zina za pa intaneti komanso zakunja, kotero makampani amakopa ndikuchita nawo zinthu ndi makasitomala atsopano." 

Broekaart adatinso kuti kugulitsa maulendo nthawi zambiri ndi njira yoyamba yomwe ogula amagwiritsa ntchito ndi mtundu wa Rituals."Pa Rituals, tisanatsegule masitolo ogulitsa m'dziko muno, tidzasankha kulowa m'misika yatsopano kudzera m'masitolo ogulitsa maulendo kuti tidziwitse anthu za mtundu wawo. Kugulitsa maulendo ndi njira yofunika kwambiri yogwirira ntchito ya Rituals, yomwe si yongoyambitsa malonda okha, komanso malo ofunikira padziko lonse lapansi kuti ogula maulendo alumikizane." 

M'zaka zingapo zikubwerazi, kampaniyo ikuyembekeza "kukula kwakukulu" pamsika wogulitsa maulendo m'chigawo cha Asia-Pacific, anatero Broekaart. 

Kampaniyo ikukonzekera kukulitsa malo ake ogulitsira zinthu zoyendera ku China, Hainan Island, ndikuwonjezera masitolo ena atatu chaka chino. Kuphatikiza apo, ikukonzekera kulowa mumsika wogulitsa zinthu zoyendera ku Southeast Asia.

02 Ogula: Kugula zinthu kumakhala kosangalatsa kwambiri paulendo kuposa m'moyo watsiku ndi tsiku 

Mukayenda, nthawi zambiri mumachoka pa eyapoti ndi zinthu zopanda msonkho, kaya ndi chokoleti, zikumbutso, botolo la vinyo wabwino kapena mafuta onunkhira apamwamba. Koma n’chiyani kwenikweni chimalimbikitsa apaulendo otanganidwa kuyima ndi kugula zinthu?Kwa Marchesini, yankho lake ndi lodziwikiratu: Anthu amakhala ndi malingaliro osiyanasiyana akamayenda.

 "Akayenda, ogula akuwonetsa kufunitsitsa kwakukulu kuposa masiku onse kupeza zinthu zatsopano, kutenga nthawi yofufuza m'mashelefu, kudzipatsa chakudya komanso kusangalala ndi njirayi," adatero.

 Malinga ndi kafukufuku yemwe kampaniyo idachita mu kotala yoyamba ya 2022, 25% ya ogula zinthu zokongoletsera ndi zokongoletsera adati kukongola kwa kugula zinthu popanda msonkho kumachitika mukamayang'ana m'mashelefu ndikupeza zinthu zatsopano. 

Pambuyo pa mliri wa Covid-19, Marchesini adawona kuti alendo ambiri akudzipatsa phindu mwa "kugula ndi kugula" akamayenda. "Mliriwu wasintha moyo wa anthu ambiri, ndipo wapangitsanso kuti kudzipatsa mphotho paulendo ndi kugula zinthu zikhale zofala. Kuphatikiza apo, ogula (makamaka akazi) akuwoneka kuti ali okonzeka kudzipatsa phindu akamayenda." 

Chochitika chofananacho chinawonedwa ndi Rituals. Kampaniyo ikukhulupirira kuti zinthu zake zapindula kwambiri ndi mliriwu womwe wayambitsa kufunikira kwakukulu kwa moyo wathanzi pakati pa ogula. 

"Pa miyambo, kugulitsa maulendo ndi njira imodzi yodziwika bwino kwambiri padziko lonse lapansi, yomwe timafikira gulu lalikulu la alendo - makamaka omwe ali mu nthawi ya 'mliri pambuyo pa mliri'. Poyerekeza ndi kale, ndimayamikira mphindi iliyonse ndipo ndimasangalala ndi njira yogulira." Ananenanso kuti, "Pakugula zinthu zathu, chisangalalo cha apaulendo sichimangokhala chifukwa cha momwe malondawo adzabweretsere zinthu zabwino kwambiri mu malondawo. Malingaliro omwe ali m'miyoyo yawo ndi maulendo awo amachokeranso ku 'kugula' komweko." 

Marchesini adanenanso kuti mu lipoti la kafukufuku wa kampani yake, 24% ya anthu adagogomezera kuti masitolo opanda msonkho ndi malo abwino kwambiri ogulira zinthu poyerekeza ndi malo monga masitolo akuluakulu. "Zimabwerera ku chinthu chomwe ndatchula kale: ogula amatha kupeza mosavuta mitundu yonse yayikulu yapadziko lonse pamalo amodzi, m'malo modutsa m'masitolo onse. Zimawathandizanso kuti asamavutike nthawi yambiri akamafufuza mitunduyo," adatero Marchesini. 

Pamene ogula zinthu zokongoletsa ndi zokongoletsera analankhula za zifukwa zazikulu zomwe zinawapangitsa kugula zinthu paulendo, kusunga mitengo kunali pamwamba pa mndandanda, kutsatiridwa ndi kusavuta. Zina mwa zinthuzi ndi kukhulupirika kwa kampani, kukongola, komanso kusiyanitsa mitundu. 

"Kwenikweni, gulu la kukongola lakhala likuchita bwino pankhani ya kuchuluka kwa anthu oyenda pansi, koma vuto limabwera chifukwa cha kuchepa kwa kuchuluka kwa anthu osintha zinthu. Izi zikutanthauza kuti zinthu zomwe zili m'sitolo ziyenera kukhala ndi gawo lalikulu pakukopa chidwi cha alendo ndikusintha alendowo kukhala ogula." Marchesini adatero. Zinthuzi zikuphatikizapo zotsatsa zokongola, ogulitsa ochezeka, komanso zowonetsera zokopa maso, mapositi otsatsa, milu, ndi zina zambiri.

 "Dziko lidzatseguka pang'onopang'ono ndipo zochitika zambiri zidzayambiranso. Ndipo m'dziko lino lachuma lomwe likuyambiranso, pali gawo lamatsenga, ndipo ndilo kugulitsa maulendo." Tuli anamaliza kumapeto kwa msonkhanowo, "Pa bwalo la ndege Anthu akudikirira maulendo awo apandege ndipo akusangalala ndi njira yosankhidwira pamene akufufuza zinthu zaposachedwa kwambiri zokongola kuchokera ku mayina akuluakulu padziko lonse lapansi, padziko lonse lapansi."

 Onse omwe adatenga nawo mbali anali ndi chiyembekezo chabwino pamsika wogulitsa zinthu zokongoletsa maulendo ku Asia-Pacific mu 2022. Mwina, monga momwe adanenera, chaka cha 2022 chidzakhala chaka chofunikira kwambiri pakubwezeretsa chuma ndi kusintha kwachuma m'chigawo cha Asia-Pacific. Makampani okongoletsa akuyembekezeka kukhala omwe akutsogolera kubwezeretsa kwa malonda ogulitsa zinthu zoyendera, zomwe zidzatsogolera makampani okongoletsa ku Asia-Pacific.