Ngaba iFashoni Brand MLB Iqala Ukuthengisa Iimveliso Zezimonyo?

Kwicandelo leempahla zabathengi ezihamba ngokukhawuleza, ubuhle ngokungathandabuzekiyo buyinto “enkulu” engenabungozi bungako, evelisa isivuno esiphezulu. I-MLB, uphawu lwempahla oludumileyo, olungazange lwenze tshintsho lutsha ixesha elide, luvule iakhawunti “ye-MLB Beauty” kumaqonga eendaba ezentlalo afana neTshayina, kwaye lubhalise nevenkile yalo kwiqonga le-e-commerce.

Okwangoku, ivenkile inabalandeli abangama-562. Ngokwembono yexabiso kunye noyilo, indawo yobuhle be-MLB iyaqhubeka nomkhwa wempahla. Uthotho lwemveliso yokuqala lugubungela iziqholo ezintathu kunye nezimbini.iziseko zomqamelo womoyaIvumba ngalinye lifumaneka kwiivolumu ezimbini ze-10ml kunye ne-50ml, ixabiso liyi-220 yuan kunye ne-580 yuan. Imbonakalo yesiseko solwelo somqamelo womoya inemibala emibini: “High Street Black” kunye ne-“Wildberry Barbie”. Iqokobhe kunye ne-core yokutshintsha zithengiswa ngokwahlukeneyo. Ixabiso le-yokuqala yi-160 yuan, kwaye ixabiso le-yokugqibela yi-200 yuan.

Kwiintsuku ezintathu zokuvulwa kwevenkile entsha, abantu abangama-87 bahlawulele isiseko se-air cushion, kwaye abanye abathengi baphawule phantsi kwekhonkco lemveliso, “Ndiyithengele inkangeleko yemveliso, kwaye i-makeup kunye nokuqina kwayo kukwakho ‘kwi-intanethi’.”

Kangangexesha elide, ukudibana kwee-brand zefashoni bekusoloko kuyindawo eshushu kushishino. Ii-brand ezininzi ziye zaqalisa iimveliso ezidityanisiweyo, iisuti, kunye neebhokisi zezipho, kwaye zaza zaphawula iilebheli "ezilinganiselweyo", zivuselela rhoqo umnqweno omtsha wabathengi wokuthenga. Namhlanje, phantsi kwempembelelo yezinto ezininzi zangaphandle, ukuthandwa kwe-branding edityanisiweyo kwamanye amazwe kuyaphela. Endaweni yoko, ii-brand ezahlukeneyo zefashoni ziye zaseka ii-portals zazo zokuzibandakanya "kwishishini elisecaleni" kwicandelo lokuzilungisa.

NgoMeyi walo nyaka, umyili ongasekhoyo uVirgil Abloh washiya uthotho lwePAPERWORK lobuhle ngenxa yebhrendi yakhe yempahla yasesitalatweni iOff-White kwiqonga le-e-commerce eliphambili iFarfetch. Kubikwa ukuba olu lolona hambo lokuqala lweOff-White kwicandelo lobuhle. Iqela lokuqala leemveliso eziqalisiweyo luthotho lweziqholo ezibizwa ngokuba yi-“SOLUTION”. Ukusukela ngoko, ikwaqalise nokwenza izithambiso zobuso, ukhathalelo lomzimba, ipolishi yezinzipho kunye nezinye iimveliso ezizodwa, yandisa ngokusesikweni icandelo lobuhle. NgoMatshi kulo nyaka, uDries Van Noten, uphawu lwefashoni phantsi kweSpanish PUIG Group, naye wasungula iziqholo kunye nelipstick okokuqala, wangena ngokusesikweni kwicandelo lobuhle.

Ukongeza kwiimveliso zefashoni ezifashiniweyo, iimveliso zobunewunewu ezifana neValentino, Hermes, kunye nePrada nazo zenze imizamo eqhubekayo kwicandelo lobuhle kwiminyaka emibini edlulileyo, ukuze kusekwe iintsika ezintsha zokukhula. Kwingxelo yezemali yekota yokuqala ka-2022 kaHermès, ingeniso yecandelo leziqholo nobuhle inyuke ngama-20% unyaka nonyaka. Kunyaka ophelileyo, uHermès wongeze udidi lwezimonyo ukusukailipstickkunye nevumba elimnandi lokuthambisa izandla nobuso.

Akunzima ukubona ukuba xa iimpawu zefashoni ziqala ukungena kwicandelo lobuhle, zihlala zikhetha iindidi ezimbini: i-lipstick kunye ne-perfume. Abanye abantu abaziwayo kushishino bathi xa kuthelekiswa neentlobo ezifana ne-base makeup kunye neemveliso zokhathalelo lolusu, ezifuna uvakalelo oluqinileyo lolusu, i-lipstick kunye ne-perfume zinomlinganiselo ophantsi wokwamkelwa ngabathengi, kwaye zinokudlulisela ngoko nangoko amava angokomfanekiso.

Lonke uphawu lukhangela indlela entsha yokuphuma. Iimveliso zobuhle ezingabizi kakhulu kodwa ezinengeniso ephezulu zisandul’ ukuqonda “ingxaki” yeemveliso ezininzi ezifuna ukukhula okutsha.

Ngoko ke, ngaba i-MLB, eyaqala ngeemveliso ezijikeleze iMajor League Baseball, ingaba “lutshaba” lweemveliso zodidi oluphezulu kwicandelo lobuhle?

Ulwazi lukawonke-wonke lubonisa ukuba igama elipheleleyo le-MLB yiMajor League Baseball (iMajor League Baseball, emva koko ebizwa ngokuba yi-"Major League"), kodwa impahla enophawu lophawu lwe-MLB ayithengiswa ngokuthe ngqo yi-major league, kodwa inikwe igunya kwinkampani yangaphandle ukuba isebenze, inkampani ebhalisiweyo yaseMzantsi Korea i-F&F Group yenye yeenkampani ezigunyazisiweyo.

Ulwazi oluphambili lweakhawunti esemthethweni ye-MLB Beauty WeChat lubonisa ukuba inkampani yayo esebenzayo yiShanghai Fankou Cosmetics Trading Co., Ltd. (ebizwa ngokuba yi "Fankou Cosmetics"). I-Fanko Cosmetics yinkampani engaphantsi kwe-F&F Group eTshayina, enoxanduva lokuthengisa nokusebenza kophawu lobuhle lweqela i-BANILA CO kunye nophawu lokhathalelo lolusu i-KU:S.

Izibalo zibonisa ukuba ngo-2005, i-F&F Group yaseka i-BANILA CO, eyaziswa kwimarike yaseTshayina ngo-2009. Njengemveliso yayo ephambili, i-Zero Cleansing Cream yayikade idumile eTshayina. Nangona kunjalo, ngenxa yokuphela kwendlela yokwenza izimonyo yaseKorea, i-BANILA CO yayingenazo iimveliso ezintsha zeenkwenkwezi. Ngokutsho kwewebhusayithi esemthethweni ye-BANILA CO, iikhawuntara zayo ze-odolo engaxhunyiwe kwi-intanethi zincitshisiwe zaya kuma-25, ikakhulu kwizixeko ezikwinqanaba lesithathu nelesine. Kwangaxeshanye, i-KU:S isathengiswa kwilizwekazi laseTshayina ngokusebenzisa urhwebo lwe-e-commerce oluwela imida, kwaye ayikayivuli imakethi engaxhunyiwe kwi-intanethi.

Kwimarike yobuhle ekhuphisanayo ngoku, ngaba imeko yefashoni efuna ukudalwa yiMLB Beauty ingamkeleka kubathengi? Ngokuphathelele oku, uWu Daiqi, i-CEO yeShenzhen Siqisheng Co., Ltd., uthe kuyinto eqhelekileyo ukuba iimpawu zefashoni ziphuhlise iindlela zobuhle. “Ngokwesiqhelo iimpawu zefashoni zinentsingiselo yazo yenkcubeko kunye nesangqa sabantu, kwaye ziya kubandakanya iindidi ezininzi, ezifana nempahla, iziqholo, kunye nobuhle, ubucwebe, njl. Emva kokuba uphawu lwakhe ixabiso elithile lenkcubeko elijikeleze isangqa esithile, luya kuhlanganisa eli qela labathengi kwaye lenze izibonelelo zalo, ngoko ke luya kwenza imizamo engaphezulu.”

Ngokuphathelele ukuba abathengi banokuhlawula na, ngokombono kaWu Daiqi, kuxhomekeke ngakumbi ekubeni uphawu lunesimo esicacileyo kunye nendlela yokusebenza. “Ngokuphathelele i-MLB, ukungena kushishino lobuhle kuneenzuzo zako, oko kukuthi, inkcubeko yophawu olusele lukhona kunye namaqela athembekileyo; ingxaki kukuba inkcubeko yebhola ekhatywayo yaseMelika isenokuba ‘ayifanelekanga’ eTshayina, okanye ikwinkcubeko ethile, kwaye uphawu lwayo lokuthambisa kunzima ukuba lube luphawu oludumileyo.”