Makambani Achaita Sei Nedambudziko Rekutengeswa Kwezvizoro Pasi Rose?

"Vatengesi vakawanda nemakambani ane tarisiro yekuti matambudziko ekutengesa anokonzerwa nedenda iri haazokanganisi kutengesa kwedu kwerunako kuri kuenderera mberi - kunyangwe mitengo yakakwira pamwe chete nedambudziko rehupfumi riri kuuya zvingaita kuti vatengi vakawanda vaderedze kutenga makambani ane hunyanzvi." Musab Balbale, mutevedzeri wemutungamiri mukuru uye mukuru wezvekutengeserana kuCVS Health, achitaura pamusangano wepagore weNational Association of Pharmacy Chains (NACDS), wakavhurwa musi wa23 Kubvumbi muPalm Beach, Florida.

Yakavambwa muna 1933, NACDS isangano rinomiririra musimboti weindasitiri yemishonga yemuUS, cheni yemishonga. Kubva kuma1980, mafemesi ekuAmerica akaedza kuvandudza hutano, runako uye kutarisirwa kwemba. Zvigadzirwa zvavo zvikuru zvinowira muzvikamu zvitatu zvikuru: mishonga inonyorerwa nachiremba, mishonga inotengeswa kunze kwechitoro chemishonga, mishonga yerunako neyemunhu, pamwe nezvigadzirwa zvekuzora. 

Zvinonzi musangano uyu uchava wekutanga wepagore weNACDS kubvira muna 2019, uye vakuru veL'Oreal, Procter & Gamble, Unilever, Coty, CVS, Walmart, Rite Aid, Walgreens, Shoppers Drug Mart, nezvimwewo vachapinda.

Sezvakataurwa naBalbale, nyaya dzezvekutengesa zvinhu dzichave imwe yenyaya dzinonyanya kutaurwa pamusangano uyu, uyo uchakurukurawo nezvemhedzisiro iri kuitika muindasitiri uye mhinduro dzematambudziko ari kutambudza mabhizinesi akadai sekukwira kwemitengo, kudzikira kwehupfumi uye kusagadzikana kwezvematongerwo enyika.

Zvizoro zvepasi rose zviri mudambudziko rekutengesa zvinhu

"Kuoma kwezviwanikwa uye kunonoka kwekutumira zvinhu zvinotarisirwa kudzikira. Asi nedambudziko reRussia neUkraine, kukwira kwemitengo yemafuta uye matambudziko evashandi nekushandisa zvinhu pachiteshi cheChina neUS - musanganiswa wezvinhu zvichaunza njodzi yekukanganiswa kwecheni yekugovera mune ramangwana - njodzi iyi inogona kuramba iripo kusvika muhafu yechipiri yegore rino," akadaro Stephanie Wissink, nyanzvi yepamusoro paJefferie, bhangi rekudyara mari repasi rose.

Kuronga marongerwo emaindasitiri ekuti "mazai haasi mudengu rimwe chete" hakungokosheswi neCoty Group chete. Semutengesi wezvigadzirwa zverunako, Chief Growth Officer weMesa Scott Kestenbaum (Scott Kestenbaum), anoshanda neSephora, Walmart, Target nevamwe vatengesi, vakatiwo Mesa yanga ichishanda nesimba kuti mafekitori atamiswe kure nepakati penyika sezvinobvira uye akaparadzirwa kumaguta akasiyana.

Pamusoro pemagadzirirwo akasiyana-siyana emafekitori, mhinduro dze "kuwedzera kugona kwekugadzira" uye "kuunganidza zvinhu" dzinofarirwawo nemamwe makambani.

Zvizoro zvinodhura zvinounza mukana wekuti zviitike

"Hapana mubvunzo kuti kukwira kwemitengo yezvinhu zvekunakisa uye kukwira kwemitengo yezvigadzirwa zvichasimbisa mabhandi evatengi—asi zvinonakidza kuti ikozvino ingavewo mukana mukuru wekutimhando dzerunako dzinodhura.” Mutori wenhau Faye Brookman, WWD Personality akanyora mukoramu.

"Makore maviri apfuura ave makore edu maviri akanakisa akatevedzana. Takasangana nevatengi vatsva vakawanda vanga vainesu nguva dzese," akadaro Mark Griffin, purezidhendi uye CEO weLewis Family Drug. "Vanhu vazhinji vari kusarudza kutenga mutengo unokwanisika wavanoda. Makambani, pachinzvimbo chekutyaira kuenda kuzvitoro zvine mukurumbira, tinofanira kuva nawo padivi pedu."

Sekureva kweWWD, mablogu erunako akawanda paTikTok achangobva kuburitsa lipstick yaMilani's Color Fetish Matte senzira yekutora Charlotte Tilbury. Chiitiko ichi chakafarirwa nemufaro, neyaMilani'smiromo yemuromoKutengesa kweUlta neWalgreens kwakawedzera ne300% mumavhiki maviri.

Mumavhiki mana apera musi wa12 Kurume, 2022, kutengeswa kwemadhora kwezvinhu zvekunaka zvinodhura kwakawedzera ne8.1% gore negore, sekureva kweNielsen IQ. Mumushumo wayo, WWD inoti kukwira kwemitengo yezvinhu zvekunaka kunogona kubatsira mhando dzinodhura: "Mumhando idzi, kuwedzera kwezvinhu zvakagadzirwa nemitengo kunowanzoonekwa mumutengo we lip balm pamadhora manomwe, iyo yava $8; mutengo wekutanga wemadhora makumi matatu, $40 izvozvi - wekutanga unogamuchirwa zvakanyanya kana tichienzanisa."

Parizvino, vatengesi vari kuwedzerawo zvigadzirwa zvakadaro "zvehafu yemutengo", zvisingadhuri zvakanyanya kana kuti zvisina kunaka. Muchikamu chechipiri cha2022, Walgreens ichawedzera zvigadzirwa zvakaita seHey Humans neMakeup Revolution zvinokwanisika uye zvinoshanda, akadaro Lauren Brindley, mutevedzeri wemutungamiri wezvekuchengetedza munhu nerunako kuWalgreens. Chigadzirwa ichi chakakurumbira. "Ndinovimba vatengi vedu havafanirwe kusiya mhando yemishonga yavo yekunaka nekuda kwekuwedzera kwemitengo," akadaro. "Kukwanisika uye mhando hazvienderane." 

Semutengesi, Kestenbaum akatiwo musika uripo parizvino "idambudziko guru" remhando dzerunako dzinodhura zvishoma. "Marudzi anodhura zvishoma ari munzvimbo yakasiyana munguva yekushomeka kwemari," akadaro, "nekuti anobatsirwa nekuwedzera kwekufamba kwevanhu muzvitoro zvekudya, zvemishonga nezvitoro zvikuru, pamwe nevatengi 'vanoderedza mitengo' vari kutanga kutsvaga mitengo yakaderera. Chibvumirano. Ivo."