Kodi kupanga zinthu mwanzeru sikofunika?

M'zaka ziwiri zapitazi, kukambirana za malingaliro a malonda pamisonkhano ikuluikulu yamakampani sikunawonekere bwino kwa anthu. Atsogoleri a makampani amakonda kulankhula mozama za momwe malonda amagwirira ntchito komanso momwe zinthu zimagwirira ntchito zokha m'malo molimbikitsa anthu kupanga zinthu zatsopano.
Sabata yatha, wamalonda wodzikongoletsa adalemba pa Twitter kuti wathetsa kampani yake yopanga zinthu, ndikulemba kuti: "Chomwe chikufunika kwambiri munthawi yakugwiritsa ntchito bwino si malingaliro azinthu, koma zopinga zazinthu."
Wochita bizinesiyo anafotokoza mwachidule zifukwa zomwe kampaniyo inalephera: “Pamene nthawi ya kugwira ntchito bwino yayamba, kuwonjezera zinthu m’malingaliro kumachepetsedwa, ndipo kuwonjezera zinthu m’njira yothandiza komanso kuyesa zinthu moyenerera kumawonjezera mtengo wa zinthu. (Makampani odzola) sangathe kuchita zinthu mofulumira ndipo amafunika nthawi yayitali ya zinthu. Chifukwa chake, ndikofunikira kupanga zopinga zomwe zimakhala zovuta kubwerezabwereza, osati malingaliro a zinthu zomwe zimakhala zosavuta kubwerezabwereza.”
Mu kampani yokonza zodzoladzola, kubadwa kwa chinthu chatsopano kuyenera kudutsa mu maulalo angapo monga kupanga zinthu, kufufuza msika, kusanthula zinthu zopikisana, kusanthula kuthekera, malingaliro a chinthu, kusankha zinthu zopangira, kupanga njira zopangira, kuyang'anira ogula, ndi kupanga mayeso. Monga poyambira pa zinthu zatsopano, kuyambira kumapeto kwa zaka za m'ma 1900 mpaka kumayambiriro kwa zaka za m'ma 2000, lingaliro la chinthu lingathe kudziwa kupambana kapena kulephera kwa bizinesi yogulitsa zinthu zapakhomo.

Palinso zochitika zambiri zotere pankhani ya zodzoladzola. Mu 2007, Ye Maozhong, wokonza malonda, adalangiza Baoya kuti akhale wolowa m'malo mwa "lingaliro la madzi amoyo" m'badwo woyamba, ndipo adayika mankhwalawa ngati "katswiri wonyowetsa kwambiri". Mgwirizanowu unakhazikitsa mwachindunji maziko a chitukuko cha Proya mwachangu m'zaka khumi zotsatira.

Mu 2014, ndi ubwino wosiyana wa "mafuta opanda silicone", Seeyoung adakwera mofulumira pamsika wopikisana kwambiri wotsuka ndi kusamalira. Kampaniyo yapeza muyezo wa mankhwala wa Hunan Satellite TV, idagwirizana ndi katswiri wokonzekera Ye Maozhong kujambula filimu yotsatsa malonda, idasaina pangano ndi nyenyezi yaku Korea Song Hye Kyo ngati wolankhulira, ndikuyilimbikitsa kwambiri m'ma TV, m'magazini a mafashoni ndi pa intaneti ... Chifukwa chake, "Vision Source ilibe mafuta a silicone, mafuta opanda silicone ndi Lingaliro la "gwero" lakhazikika kwambiri m'mitima ya anthu ndipo lakhala chizindikiro chotsogola m'gululi.
Komabe, pakapita nthawi, milandu yopambana monga Proya ndi Seeyoung yakhala yovuta kwambiri kubwerezabwereza. Masiku omwe kampani inkakula mofulumira ndi lingaliro limodzi la chinthu ndi mawu amodzi atha. Masiku ano, malingaliro okongoletsa akadali ofunika, koma osafunika kwenikweni, pazifukwa zinayi.

Choyamba, malo olumikizirana pakati pa anthu saliponso.

Pa zodzoladzola, malingaliro azinthu nthawi zambiri amafotokozedwa ngati mafotokozedwe osavuta a ntchito, omwe amafunika kukhazikitsidwa kudzera mu kulumikizana ndi maphunziro amsika. Munthawi ya kuyika media pakati, eni ake amalonda amatha kupeza malingaliro apamwamba azinthu akapeza malingaliro apamwamba azinthu, ndikulola malingaliro amalonda kapena malonda "omwe adapangidwa kale" kukhala otanganidwa kwambiri ndi malingaliro a ogula ndikumanga chidziwitso poyambitsa media pakati ndi TV ngati chotchinga chachikulu.

Koma masiku ano, mu netiweki yofalitsa uthenga yomwe ili ndi anthu ambiri, malo ochezera a pa TV komwe ogula amakhala ndi anthu zikwizikwi, ndipo zopinga za chidziwitso cha mtundu kapena chinthu zisanakhazikitsidwe, luso lake la malonda likhoza kukhala litalowedwa m'malo ndi otsanzira.

Chachiwiri, mtengo woyesera ndi kulakwitsa umawonjezeka kwambiri.

Pali mfundo ziwiri za luso, choyamba ndi kukhala wachangu mokwanira, ndipo chachiwiri ndi kukhala wanzeru mokwanira. Mwachitsanzo, katswiri wina wa zaukadaulo anati, “Ngati malingaliro atha kugulitsidwa mosavuta, mutha kuwona mwachangu ngati pali cholakwika ndi iwo, kenako kukonza, kuyika pachiwopsezo malonda ndi ndalama zochepa, komanso ngati kuli kosavuta kusiya ngati sikukugwira ntchito.”
Komabe, m'malo okongoletsa zodzoladzola, malo oti zinthu zatsopano ziyambe kugwira ntchito mwachangu sapezekanso. "Cosmetics Efficacy Claims Evaluation Specification" yomwe idakhazikitsidwa chaka chatha imafuna kuti olembetsa zodzoladzola ndi omwe amalemba zikalata ayenera kuwunika momwe zodzoladzola zimagwirira ntchito mkati mwa nthawi inayake, ndikuyika chidule cha maziko a zomwe zodzoladzola zimagwirira ntchito.
Izi zikutanthauza kuti zinthu zatsopano zimatuluka nthawi yayitali ndipo zimadula ndalama zambiri. Makampani opanga zodzoladzola sangathenso kuyambitsa zinthu zambiri monga kale, ndipo sangapitirize kugwiritsa ntchito zinthu zatsopano kuti akope magulu a ogula, ndipo mtengo woyesera ndi kulakwitsa popanga zinthu nawonso wakwera kwambiri.

Chachitatu, kuwonjezera malingaliro sikungatheke.

Asanayambe kugwiritsa ntchito "Njira Zoyendetsera Zolemba Zodzikongoletsera", zowonjezera malingaliro zinali chinsinsi chotseguka mumakampani opanga zodzoladzola. Pakupanga zinthu, cholinga chowonjezera zinthu zopangira malingaliro ndikuthandiza kuti malonda azinthu zamtsogolo azigulitsidwa. Sizitanthauza kugwira ntchito bwino kapena kumva khungu, koma zimangofunika kuonetsetsa kuti njirayo ndi yotetezeka komanso yokhazikika.

Koma tsopano, kukhazikitsidwa kwa malamulo okhudza kasamalidwe ka zilembo kumatanthauza kuti kuwonjezera zodzoladzola kulibe pobisalira malinga ndi malamulo atsatanetsatane, zomwe zasiya malo kwa dipatimenti yolenga ya malonda kuti ifotokoze nkhani.

Pomaliza, kugwiritsa ntchito zodzoladzola kumakhala koyenera.

Kuwonjezera pa malamulo, chofunika kwambiri, ndi kufanana kwa chidziwitso cha pa intaneti, ogula akhala oganiza bwino. Kuphatikiza pa kufunitsitsa kwa ma KOL, maphwando ambiri osakaniza ndi maphwando a formula awonekera pamsika. Amayamikira kwambiri mphamvu yeniyeni ya zodzoladzola ndipo amawakakamiza kuti makampani odzola amange zopinga zomwe sizingafanane mosavuta ndi opikisana nawo. Mwachitsanzo, makampani ambiri odzola tsopano akufuna kugwirizana ndi ogulitsa zinthu zopangira kuti apange ndikupereka zinthu zopangira mwamakonda, ndikukhazikitsa zopinga zazikulu kudzera muzosakaniza zapadera.

Zodzoladzola nthawi zonse zakhala makampani omwe amadalira kwambiri malonda, koma tsopano, makampani onsewa akuima pamalo osinthira: pamene nthawi yachangu chilichonse chikutha, makampani odzoladzola ayenera kuphunzira kuchepetsa liwiro, kudutsa mu njira ya "kusakhala ndi chidziwitso", ndikugwiritsa ntchito mzimu waukadaulo. Kudzifunira, kuima motsatira mphamvu ya zinthu, kuchepetsa unyolo wopereka kwa zaka zambiri, kuchita kafukufuku woyambira ndi zatsopano zapadziko lonse, ndikupanga zopinga zomwe zimakhala zovuta kubwereza ndi zatsopano ndi ma patent.