Ese isoko ry'ubwiza bw'ingendo rigiye kuzamuka?

BMbere y’icyorezo gishya cy’ikamba, kugurisha amavuta yo kwisiga yari “izamuka rikomeye” ku isoko ry’ubucuruzi bw’ingendo. Bitewe n’uko kugenzura ingendo z’abakerarugendo hirya no hino ku isi byagabanutse buhoro buhoro, urwego rw’ubukerarugendo rusa nkaho rwazanye impinduka mu ntangiriro. Mu kiganiro cyatanzwe na Cosmetics Design mu cyumweru gishize, abantu benshi bakomeye mu nganda bagaragaje ibyo biteze ku isoko ry’ubwiza ry’ingendo muri Aziya Pasifika mu gihe kizaza.

“Twizeye ko icyorezo gishya cy’ikamba kizarangira buhoro buhoro mu myaka ibiri cyangwa itatu. Birumvikana ko ubukerarugendo buzaba ari bwo busigaye ari bwo nganda za nyuma zizakira, ariko iterambere ryabwo mu gihe kizaza naryo rigaragara – benshi barimo kubura umwuka mu ngo zabo. Ba mukerarugendo ntibarambirwa kuva mu gihugu bakazenguruka hirya no hino,” ibi byavuzwe na Sunil Tuli, umuyobozi w’ishyirahamwe ry’ubucuruzi bw’ingendo muri Aziya Pacific (APTRA). “Tugiye kubona iterambere ryari ritegerejwe mu bucuruzi bw’ingendo, kandi akarere ka Aziya na Pasifika kazagira uruhare runini mu gutuma iryo hinduka rigaruka.”

Ku ruhande rw'inama y'Umuryango wita ku Isi (TFWA) muri Aziya ya Pasifika yabereye muri Singapuru, Tuli yagize ati: “Ntitugomba kwibagirwa amahirwe menshi aka karere gatanga, ari na yo 'moteri' y'isoko ry'ubucuruzi bw'ingendo ku isi. Niba wibaza ibijyanye n'ubucuruzi bw'ingendo Aho gukira kuzatangirira, ndahamya ntashidikanya, hano, neza.”

01 Uruhande rw'ikirango: ubucuruzi bw'ingendo ni bwo buryo bwiza bwo kwerekana

Si ibanga ko ibigo by’ubwiza bikunda ubucuruzi bw’ingendo. Ibihangange mu by’ubwiza nka L'Oreal, Estee Lauder, Shiseido n’abandi byageze ku ntsinzi ikomeye mu bucuruzi bw’ingendo mu myaka mike ishize. Byongeye kandi, abatinda kuza nka Kao na Pola Orbis nabo barimo kwihutisha gahunda zabo zo kwagura, bahatanira umwanya. 

“Iyo ibigo byinshi bitekereza guhitamo urubuga rumwe rwo kwerekana ibicuruzwa byabo bishya, ntibizigera bibura amaduka adasoreshwa. Abaguzi baturutse impande zose z’isi bateranira hano, kandi amakuru y’ibicuruzwa azagera ku isi vuba binyuze muri byo. Mu buryo nk’ubwo, abagenzi bashobora kandi kubona amazina yose akomeye n’ibicuruzwa byabo bishya mu maduka adasoreshwa. Umuyoboro w’ubucuruzi bw’ingendo ni urubuga rw’ingenzi rwo korohereza abaguzi n’abagurisha mu buryo budasanzwe.” Anna Marchesini, Umuyobozi w’Iterambere ry’Ubucuruzi, ikigo gishinzwe ubushakashatsi ku isoko ry’ingendo m1nd-set Say. 

Marchesini kandi yemera ko mu maduka acuruza ingendo hirya no hino ku isi, akarere ka Aziya na Pasifika ari ingenzi cyane. Yagize ati: “Ni isoko rikuru ry’ubucuruzi bw’ingendo ku isi — ndetse n’isoko ry’ubwiza rikomeye — kandi ni ‘intambwe ikomeye’ ku bigo by’ubwiza kugira ngo bifungure ibicuruzwa bishya kandi bitangize.”

Yatanze urugero ku gikorwa cya Shiseido cyo gutangiza SENSE Beauty Pop-up ku kibuga cy’indege cya Changi muri Singapuru mu 2019. Iduka rigezweho rigamije "kurenga ubucuruzi gakondo", rikoresha ikoranabuhanga rya augmented reality (AR) kugira ngo rimenyekanishe ibicuruzwa ku bashyitsi mu buryo bushimishije, rifasha ibigo kugera ku baguzi mu buryo bwimbitse. 

Izi ntambwe zatumye Shiseido irushaho kugira intsinzi mu bucuruzi bw’ingendo mu 2019, aho iyi sosiyete yageze ku ma yen miliyari 102.2 (miliyoni 936.8 z’amadolari) mu kugurisha, ku nshuro ya mbere ibicuruzwa byayo byarenze ikigero cya miliyari 100 z’ama yen. 

Melvin Broekaart, Umuyobozi Mukuru w’Ubucuruzi bw’Amafaranga ku rwego rw’Isi muri Rituals, ikigo cy’ubwiza n’imibereho myiza cyo mu Buholandi, na we yamenye akamaro k’umuyoboro w’ubucuruzi bw’amafaranga nk’imurikagurisha. “Ubucuruzi bw’amafaranga buha ibigo amahirwe yihariye yo kugera ku baguzi bafite umwanya, amafaranga (abaguzi basura amahanga bazwiho kuba badafite imbaraga mu by’imari) kandi bashobora kugura ibintu batabishaka. Amaduka adatanga imisoro atanga kandi kugabanyirizwa ibiciro n’ibikorwa bitandukanye n’izindi mbuga zo kuri interineti no hanze ya interineti, bityo ibigo bikurura kandi bigahuza n’abaguzi bashya.” 

Broekaart yavuze kandi ko ubucuruzi bw'ingendo ari bwo bukunze kuba ubwa mbere abaguzi batangira gukoresha ikirango cya Rituals.“Ku bijyanye na Rituals, mbere yo gufungura amaduka acuruza ibicuruzwa mu gihugu, tuzahitamo kwinjira mu masoko mashya binyuze mu maduka acuruza ibicuruzwa byo mu ngendo kugira ngo tumenyekanishe ikirango cy’ubucuruzi. Gucuruza ibicuruzwa byo mu ngendo ni inzira y’ingenzi ku bucuruzi rusange bwa Rituals, atari gusa isoko ry’ubucuruzi, ahubwo ni n’urubuga rw’ingenzi ku baguzi b’ingendo ku isi hose.” 

Broekaart yavuze ko mu myaka mike iri imbere, iyi sosiyete yiteze "izamuka rikomeye" ku isoko ry'ubucuruzi bw'ingendo mu karere ka Aziya na Pasifika. 

Iyi kompanyi irateganya kwagura ibikorwa byayo mu ruganda rw’ubucuruzi bw’ingendo mu Bushinwa, ikirwa cya Hainan, yongeraho andi maduka atatu muri uyu mwaka. Byongeye kandi, iritegura kwinjira mu isoko ry’ubucuruzi bw’ingendo mu majyepfo y’uburasirazuba bwa Aziya.

02 Abaguzi: Guhaha biba mu buryo bushimishije iyo uri mu rugendo kuruta mu buzima bwa buri munsi 

Mu gihe cyo kugendera, ni nk'umugenzo kuva ku kibuga cy'indege ufite ibintu bidasoreshwa, byaba shokora, urwibutso, icupa rya divayi nziza cyangwa imibavu igezweho. Ariko se ni iki gitera abagenzi bahugiye guhagarara no guhaha?Kuri Marchesini, igisubizo kiragaragara: Abantu bafite imyumvire itandukanye iyo bagiye mu ngendo.

 Yagize ati: “Iyo abantu bagiye mu ngendo, abaguzi baba bagaragaje ubushake burenze ubusanzwe bwo kuvumbura ibicuruzwa bishya, gufata umwanya wo kureba mu bubiko, kwishimisha no kwishimira inzira.”

 Dukurikije ubushakashatsi bwakozwe n’iyi sosiyete mu gihembwe cya mbere cya 2022, 25% by’abaguzi b’ubwiza n’ubwiza bavuze ko gukurura abantu bagura ibintu badasora ari ukureba mu maduka no kuvumbura ibicuruzwa bishya. 

Nyuma y’icyorezo cya Covid-19, Marchesini yavuze ko ba mukerarugendo benshi bishimira "kugura no kugura" iyo bagiye mu rugendo. "Icyorezo cyahinduye imibereho y'abantu benshi, kandi byatumye birushaho kuba ibisanzwe kwishimira urugendo no guhaha. Byongeye kandi, abaguzi (cyane cyane abagore) basa n'aho biteguye kwiyitaho iyo bagiye mu rugendo." 

Ikintu nk'iki cyagaragaye muri Rituals. Iki kigo cyizera ko ibicuruzwa byacyo byagize akamaro kanini kubera icyorezo cyateye abaguzi gukenera cyane ubuzima bwiza. 

“Ku bijyanye n’imihango, ubucuruzi bw’ingendo ni imwe mu nzira zikoreshwa cyane ku isi, aho dushyikira itsinda rinini ry’abakerarugendo – cyane cyane abari mu gihe cy’icyorezo cya “nyuma y’icyorezo”. Ugereranyije na mbere, nishimira buri kanya kandi nishimira uburyo bwo guhaha.” Yanavuze ati: “Mu gihe cyo kugura ibicuruzwa byacu, ibyishimo by’abagenzi ntibiterwa gusa n’uburyo ibicuruzwa bizazana ibintu byiza mu bicuruzwa. Ibyo bitekerezwaho mu buzima bwabo no mu ngendo zabo nabyo bituruka ku gikorwa cyo ‘kugura’.” 

Marchesini yanagaragaje ko muri raporo y’ubushakashatsi bwakozwe n’ikigo cye, 24% by’abantu bashimangiye ko amaduka adasoreshwa ari ahantu ho guhaha horoshye ugereranyije n’ahantu nka za maduka manini. “Bisubira ku kintu navuze mbere: abaguzi bashobora kubona byoroshye ibicuruzwa binini mpuzamahanga ahantu hamwe, aho kunyura muri shopping yose. Binabarinda umwanya munini wo kureba ibicuruzwa binini,” Marchesini yagize ati. 

Ubwo abaguzi b'ubwiza n'ubwiza bavugaga ku mpamvu nyamukuru zabateye gucuruza mu rugendo, kugabanya ibiciro byazamuye urutonde, hagakurikiraho uburyo bworoshye bwo kubikora. Ibindi bintu birimo ubudahemuka bw'ikirango, kwerekana ibintu neza, no gutandukanya ibintu. 

“Mu by’ukuri, icyiciro cy’ubwiza cyagiye kigenda neza mu bijyanye n’urujya n’uruza rw’abanyamaguru, ariko imbogamizi ituruka ku kugabanuka kw’ibiciro by’abaguzi. Ibi bivuze ko ibintu biri mu maduka bigomba kugira uruhare runini mu gukurura ibitekerezo by’abashyitsi no guhindura abo bashyitsi bakaba abaguzi.” Marchesini yagize ati: “Ibi bintu birimo kwamamaza bikurura abantu, abacuruzi begereka, ndetse n’amatangazo ashishikaje, amatangazo yo kwamamaza, amapaki, n’ibindi byinshi.

 “Isi izafunguka buhoro buhoro kandi ibikorwa byinshi bizongera gutangira. Kandi muri iki gihe cy’ubukungu kirimo kuzamuka, hari ahantu hadasanzwe, kandi ni ukugurisha ingendo.” Tuli yasoje inama agira ati: “Ku kibuga cy’indege abantu bategereje ingendo zabo kandi bishimira uburyo bwo gutoranya abantu mu gihe bareba ibicuruzwa bishya by’ubwiza bivuye ku bihangange ku isi, hirya no hino ku isi.”

 Abitabiriye bose bari bafite icyizere cy’uko isoko ry’ubucuruzi bw’ubwiza bw’ingendo muri Aziya na Pasifika rizaba mu 2022. Wenda, nk’uko babivuze, umwaka wa 2022 uzaba umwaka ukomeye wo kuvugurura ubukungu no guhindura imiterere y’akarere ka Aziya na Pasifika. Inganda z’ubwiza zitezweho kuba zo zizaba imbaraga zikomeye mu kuvugurura ubucuruzi bw’ubwiza bw’ingendo, ibyo bikaba bizamura inganda z’ubwiza muri Aziya na Pasifika.