Musika wezvekunaka wekutengesa zvinhu zvekufamba wava kuda kupora here?

BDenda idzva risati rasvika, kutengeswa kwezvizoro zvekunaka kwaive "kukura kwakashata" mumusika wekutengesa zvekufamba. Nekudzikira zvishoma nezvishoma kwekutonga kwekufamba kwevashanyi pasi rese, indasitiri yekushanya inoita kunge yatanga kutanga kwekuvandudzwa. Muhurukuro yakaitwa neCosmetics Design svondo rapfuura, vazhinji vevanyanzvi vezvemukati meindasitiri vakataura zvavaitarisira mumusika wezvekufamba weAsia Pacific.

"Tine tariro yekuti denda idzva rekorona richapera zvishoma nezvishoma mumakore maviri kana matatu. Ehe, kushanya kunobuda kunze kwenyika kucharamba kuri indasitiri yekupedzisira kupora, asi kubudirira kwayo mune ramangwana kunoonekwawo - vazhinji vari kudzipwa vari mudzimba. Vashanyi havashiviriri kubuda munyika vachitenderera-famba," akadaro Sunil Tuli, sachigaro weAsia Pacific Travel Retail Association (APTRA). "Tichaona kupora kwakamirirwa kwenguva refu muzvitoro zvekufambisa, uye dunhu reAsia-Pacific richatamba basa guru mukusimudzira kupora ikoko."

Parutivi pemusangano weDuty Free World Association (TFWA) Asia Pacific muSingapore, Tuli akatiwo: "Hatifanire kukanganwa mikana mikuru inopihwa nedunhu rino, inova 'injini' yemusika wepasi rose wekutengesa zvinhu zvekufambisa. Kana uri kushamisika nezvekutengesa zvinhu zvekufambisa, kupora kuchatanga kupi, saka ndinogona kutaura chokwadi, pano chaipo, pasi petsoka dzedu."

01 Rutivi rweBrand: zvitoro zvekufamba ndiyo puratifomu yakanakisa yekuratidzira

Hazvisi chakavanzika kuti mabhurugwa erunako anofarira zvitoro zvekufamba. Makambani makuru erunako akadai saL'Oreal, Estee Lauder, Shiseido nevamwe akabudirira zvikuru mukutengeserana kwekufamba mumakore mashoma apfuura. Pamusoro pezvo, vanononoka kuuya vakaita saKao naPola Orbis vari kukurumidzawo kuronga kwavo kuwedzera, vachikwikwidza kuwana chimwe chinhu. 

"Kana mabrandi mazhinji achifunga kusarudza mamwe mapuratifomu ekuratidza zvigadzirwa zvavo zvitsva, havazombofi vakarasikirwa nezvitoro zvisingabhadharwi. Vatengi vanobva kumativi ese epasi vanoungana pano, uye ruzivo rwezvigadzirwa ruchayerera nekukurumidza pasi rose kuburikidza nazvo. Saizvozvowo, vafambi vanogona zvakare kuwana mazita ese makuru nemazita uye zvigadzirwa zvavo zvitsva muzvitoro zvisingabhadharwi. Nzira yekutengesa yekufamba ipuratifomu yakakosha yekurerutsira vatengi nevatengesi zvisina muganho." Anna Marchesini, Mukuru weBusiness Development, sangano rekutsvaga musika wekufamba m1nd-set Say. 

Marchesini anotendawo kuti muzvitoro zvekufamba pasi rose, dunhu reAsia-Pacific ndiro chinhu chakakosha. "Ndiwo musika wekutengesa zvinhu zvekufamba une simba zvikuru pasi rose - uye musika werunako unonyanya kukosha, nenzira - uye 'danho guru' rekuti mabhurandi erunako aite ma pop-up uye atange zvigadzirwa zvitsva." Anodaro.

Akataura nezvekutanga kwaShiseido SENSE Beauty Pop-up paChangi Airport muSingapore muna 2019 semuenzaniso. Chitoro ichi chine chinangwa che "kupfuura zvitoro zvechinyakare", chichishandisa tekinoroji yeaugmented reality (AR) kuunza zvigadzirwa kune vashanyi nenzira inonyudza, zvichibatsira mabrandi kusvika kune vatengi zvakadzama. 

Matanho aya akaita kuti Shiseido ibudirire zvikuru mukutengeserana kwevatengesi vekufamba muna 2019, kambani iyi ichisvika mabhiriyoni zana nemakumi maviri nemaviri ($936.8 miriyoni) mukutengesa kwese, kekutanga kutengesa kwayo kwapfuura mabhiriyoni zana emayen. 

Melvin Broekaart, Mutungamiriri wePasirose weTravel Retail kuDutch beauty and wellness brand Rituals, akacherechedzawo kukosha kwetravel retail channel sekuratidzira. "Travel retail inopa mabrandi mukana wakasiyana wekusvika kune vatengi vane nguva, mari (vatengi vanofamba kunze kwenyika vanozivikanwa nekusasimba kwemari) uye vane mukana wekutenga zvinhu zvisina kurongeka. Mashopu asingabhadhariswe mutero anopawo zvidzikiso zvakasiyana uye zviitiko zvinosiyanisa kubva kune mamwe mapuratifomu epamhepo neekunze, saka mabrandi anokwezva uye anobatanidzwa nevatengi vatsva." 

Broekaart akatiwo zvitoro zvekufamba ndizvo zvinowanzoita kuti vatengi veRituals vatange kushandisa nzira iyi."Kune maRituals, tisati tavhura zvitoro zvemuno, tichasarudza kupinda mumisika mitsva kuburikidza nezvitoro zvekufamba kuti tizivise nezvemhando yebhizinesi. Kutengesa zvekufamba inzira yakakosha yebhizinesi rese reRituals, iyo isiri iyo chete inosimudzira kutengesa, asiwo nzvimbo yakakosha yepasi rose yekubatana nevatengi vekufamba." 

Mumakore mashoma anotevera, kambani iyi inotarisira "kukura kwakasimba" mumusika wekutengesa zvinhu zvekufamba munzvimbo yeAsia-Pacific, akadaro Broekaart. 

Kambani iyi iri kuronga kuwedzera mukurumbira wayo muHainan Island, nzvimbo yekutengesa zvinhu zvekufambisa muChina, ichiwedzera mamwe zvitoro zvitatu gore rino. Pamusoro pezvo, iri kugadzirira kupinda mumusika wekutengesa zvinhu zvekufambisa muSoutheast Asia.

02 Vatengi: Kutenga kunonyanya kufadza kana uri parwendo kupfuura muhupenyu hwezuva nezuva 

Pakufamba, zvakajairika kubva panhandare yendege nezvinhu zvisingabhadharwi, zvingava chokoreti, zviyeuchidzo, bhodhoro rewaini yakanaka kana mafuta anonhuhwirira emhando yepamusoro. Asi chii chaizvo chinoita kuti vafambi vakabatikana vamire vachitenga zvinhu?Kuna Marchesini, mhinduro yacho iri pachena: Vanhu vane mafungiro akasiyana pavanenge vachifamba.

 "Pavanenge vachifamba, vatengi vanenge vachiratidza chido chikuru kupfuura zvavagara vachiita chekuwana zvigadzirwa zvitsva, kutora nguva yekutarisa mumasherufu, kuzvifadza uye kunakidzwa nemaitiro acho," akadaro.

 Zvichienderana neongororo yakaitwa nekambani iyi muchikamu chekutanga chegore ra2022, 25% yevatengi vezverunako nezvigadzirwa zvezvizoro vakati chinhu chinonyanya kukosha pakutenga zvinhu zvisina mutero ndechekutarisa mumasherufu nekuwana zvigadzirwa zvitsva. 

Mushure medenda reCovid-19, Marchesini akaona kuti vashanyi vakawanda vari kuzvipa mubayiro nekutenga nekutenga pavanenge vachifamba. "Denda iri rakachinja mararamiro evanhu vazhinji, uye zvakaitawo kuti zvinyanye kuitika kuzvipa mubayiro werwendo nekutenga. Pamusoro pezvo, vatengi (kunyanya vakadzi) vanoita sevanoda kuzvipa mubayiro pavanenge vachifamba." 

Chiitiko chakafanana chakaonekwa neRituals. Brand iyi inotenda kuti zvigadzirwa zvayo zvakabatsirwa zvikuru nedenda iri rakakonzera kudiwa kukuru kwekurarama neutano hwakanaka pakati pevatengi. 

"Kune tsika dzetsika, kutengesa zvinhu zvekufamba ndeimwe yenzira dzinoshandiswa zvakanyanya pasi rose, dzatinosvika nadzo boka guru revashanyi - kunyanya avo vari munguva ye 'mushure medenda'. Kana tichienzanisa nekare, ndinokoshesa nguva yega yega uye ndinonakidzwa nekutenga zvinhu." Akataurawo kuti, "Mukutenga zvigadzirwa zvedu, mufaro wevafambi hausi chete nekuda kwekuti chigadzirwa chichaunza sei zvinhu zvine hutano muchigadzirwa. Zvinofungidzirwa muhupenyu hwavo nekufamba zvinobvawo pakuita 'kutenga'." 

Marchesini akataurawo kuti muongororo yekambani yake, 24% yevanhu vakasimbisa kuti zvitoro zvisingabhadhariswe mutero inzvimbo iri nyore kutenga kana tichienzanisa nenzvimbo dzakadai sezvitoro zvikuru. "Zvinodzokera kuchinhu chandambotaura kare: vatengi vanogona kuwana zviri nyore mabrandi ese makuru epasi rose munzvimbo imwe chete, pane kuti vapfuure nepamusika wese. Zvinovaponesawo nguva yakawanda vachitsvaga mabrandi," akadaro Marchesini. 

Vatengi vezverunako nezvezvizoro pavakataura nezvezvikonzero zvikuru zvakavakurudzira kutenga zvinhu zvavo pavaifamba, mitengo yakaderera, zvichiteverwa nekurerukirwa. Zvimwe zvinhu zvinosanganisira kuvimbika kwemhando yezvigadzirwa, kuratidzwa kwakanaka, uye kusiyana kwemhando. 

"Chaizvoizvo, chikamu cherunako chave chichiita zvakanaka maererano nekufamba netsoka, asi dambudziko rinobva pakudzikira kwehuwandu hwevanochinja. Izvi zvinoreva kuti zvinhu zviri muzvitoro zvinofanira kuita basa guru mukukwezva pfungwa dzevashanyi nekushandura vashanyi ivavo kuva vatengi." Marchesini akadaro. Zvinhu izvi zvinosanganisira kushambadza kunoyevedza, vatengesi vanosvikika, pamwe nekuratidzira kunokwezva maziso, maposta ekushambadzira, maposta, nezvimwewo.

 "Nyika ichavhurika zvishoma nezvishoma uye mabasa mazhinji achatanga zvakare. Uye munzvimbo ino yehupfumi iri kupora, kune nhanho yemashiripiti, uye ndiko kutengesa zvinhu zvekufamba." Tuli akapedzisa pakupera kwemusangano achiti, "Panhandare yendege Vanhu vari kumirira ndege dzavo uye vari kunakidzwa nesarudzo pavanenge vachitsvaga zvigadzirwa zverunako zvitsva kubva kumazita makuru epasi rose, pasi rese."

 Vatori vechikamu vese vaive netariro yemusika wezvekunaka zvekufamba muAsia-Pacific muna 2022. Pamwe, sezvavakataura, gore ra2022 richava gore rinokosha rekuvandudza hupfumi nekuchinja munharaunda yeAsia-Pacific. Indasitiri yezvekunaka inotarisirwa kuva iyo inosimudzira kudzoreredzwa kwezvekunaka zvekufamba, izvo zvichatungamira indasitiri yezvekunaka muAsia Pacific.