Ngaba imakethi yobuhle bokuhamba iza kubuyela esiqhelweni?

BNgaphambi kobhubhane omtsha wetrone, ukuthengiswa kwezithambiso zobuhle "kwakukukhula okugqithisileyo" kwimarike yokuthengisa ngokhenketho. Njengoko ulawulo lokuhamba ngabakhenkethi luncipha kancinci, ishishini lokhenketho libonakala ngathi liqalise ukuvuselelwa. Kwintetho ebibanjwe yiCosmetics Design kwiveki ephelileyo, uninzi lwabantu abangaphakathi kushishino babelane ngamathemba abo kwimarike yokuthengisa ngobuhle yokuhamba eAsia Pacific kwixesha elizayo.

“Sinethemba lokuba ubhubhane omtsha we-crown uza kuphela kancinci kancinci kwiminyaka emibini okanye emithathu. Kakade ke, ukhenketho oluphumayo luza kuba lolona shishino lokugqibela oluza kubuyela kwimeko yesiqhelo, kodwa impumelelo yalo yexesha elizayo nayo iyabonakala – uninzi luyafuthaniseka emakhaya. Abakhenkethi abanamonde wokuphuma kweli lizwe baze bazulazule,” utshilo uSunil Tuli, usihlalo we-Asia Pacific Travel Retail Association (APTRA). “Siza kubona ukubuyela kwimeko yesiqhelo ekuthengisweni kweevenkile zokuhamba, kwaye ummandla we-Asia-Pacific uza kudlala indima enkulu ekuqhubeni olo kubuyela kwimeko yesiqhelo.”

Ecaleni kwengqungquthela yeDuty Free World Association (TFWA) Asia Pacific eSingapore, uTuli ukwathe: “Asimele silibale ngamathuba amakhulu anikezelwa yile ndawo, 'eyinjini' yemarike yokuthengisa uhambo kwihlabathi liphela. Ukuba uzibuza malunga nokuthengisa uhambo Iza kuqala phi imbuyekezo, ndingatsho ngokuqinisekileyo, apha, phantsi kweenyawo zethu.”

Icala lophawu lwe-01: ukuthengisa uhambo yeyona qonga libalaseleyo lokubonisa

Akuyomfihlo ukuba iimpawu zobuhle zinomdla kakhulu kwiivenkile zokuhamba. Iinkampani ezinkulu zobuhle ezifana neL'Oreal, Estee Lauder, Shiseido nabanye ziye zaphumelela kakhulu kwisitishi seevenkile zokuhamba kwiminyaka embalwa edlulileyo. Ukongeza, abantu abafika emva kwexesha abafana noKao kunye noPola Orbis nabo bayakhawulezisa izicwangciso zabo zokwandisa, bekhuphisana ngenxalenye yento. 

“Xa uninzi lweebhrendi lucinga ngokukhetha amaqonga athile okubonisa iimveliso zalo ezintsha, alusoze luphoswe ziivenkile ezingenarhafu. Abathengi abavela kwihlabathi liphela bahlanganisana apha, kwaye ulwazi lwemveliso luya kuhamba ngokukhawuleza kwihlabathi liphela ngabo. Ngokufanayo, abahambi banokufumana onke amagama amakhulu ngamagama kunye neemveliso zabo ezintsha kwiivenkile ezingenarhafu. Ijelo lokuthengisa uhambo liqonga eliphambili lokwenza kube lula abathengi nabathengisi.” U-Anna Marchesini, iNtloko yoPhuhliso lweShishini, i-arhente yophando lwemarike yokuhamba m1nd-set Say. 

UMarchesini ukwakholelwa ukuba kwiindlela zokuthengisa izinto zokuhamba kwihlabathi liphela, ummandla we-Asia-Pacific uyindawo ebalulekileyo ekufaneleyo. “Yeyona marike yokuthengisa izinto zokuhamba inamandla kakhulu kwihlabathi liphela — kwaye yeyona marike ibalulekileyo yobuhle, ngendlela — kwaye ‘linqanaba elikhawulezayo’ lokuba iimpawu zobuhle zibambe ii-pop-ups kwaye ziqalise iimveliso ezintsha.” Utsho.

Ucaphule ukuqaliswa kukaShiseido kwe-SENSE Beauty Pop-up kwisikhululo seenqwelo-moya saseChangi eSingapore ngo-2019 njengomzekelo. Le venkile ijonge “ukugqitha urhwebo lwendabuko”, isebenzisa ubuchwepheshe be-augmented reality (AR) ukwazisa iimveliso kubakhenkethi ngendlela enomdla, inceda iimpawu zifikelele kubathengi ngokunzulu. 

Ezi ntshukumo zenze iShiseido yaba yimpumelelo enkulu kwisitishi sokuthengisa ngohambo ngo-2019, apho inkampani ifikelele kwi-102.2 yeebhiliyoni zeerandi ($936.8 yezigidi) kwintengiso epheleleyo, okokuqala intengiso yayo idlule uphawu lwe-100 yeebhiliyoni zeerandi. 

UMelvin Broekaart, uMlawuli weHlabathi weTravel Retail kwiDutch beauty and wellness brand Rituals, naye waqonda ukubaluleka kwesitishi setravel retail njengomboniso. “Itravel retail inika iimpawu ithuba elikhethekileyo lokufikelela kubathengi abanexesha, imali (abathengi abahamba phesheya baziwa ngokuba bangomelelanga ngokwezimali) kwaye banokuthi bathenge ngokungxama. Iivenkile ezingenamrhumo zikwabonelela ngezaphulelo ezikhethekileyo kunye neziganeko ezahlula kwezinye iiplatifomu ze-intanethi neze-intanethi, ukuze iimpawu zitsale kwaye zibandakanyeke nabathengi abatsha.” 

UBroekaart ukwathe ukuthengisa izinto zokuhamba kudla ngokuba yindlela yokuqala abathengi abayisebenzisayo nebhrendi yeRituals."KwiiRituals, ngaphambi kokuba sivule iivenkile zasekhaya, siza kukhetha ukungena kwiimarike ezintsha ngokusebenzisa iivenkile zokuhamba ukuze sakhe ulwazi ngeempawu. Ukuthengisa uhambo yindlela ebalulekileyo yobuchule kwishishini lilonke leRituals, elingengomqhubi wentengiso kuphela, kodwa likwayindawo ebalulekileyo kwihlabathi liphela yokunxibelelana nabathengi bohambo." 

Kwiminyaka embalwa ezayo, inkampani ilindele “ukukhula okunamandla” kwimarike yokuthengisa ngokhenketho kummandla weAsia-Pacific, utshilo uBroekaart. 

Le nkampani iceba ukwandisa indawo yayo yokuthengisa izinto zokuhamba eTshayina, iHainan Island, yongeza ezinye iivenkile ezintathu kulo nyaka. Ukongeza, ilungiselela ukungena kwimarike yokuthengisa izinto zokuhamba eMzantsi-mpuma Asia.

02 Abathengi: Ukuthenga kukwimo yengqondo xa useluhambeni kunakwimpilo yemihla ngemihla 

Xa uhamba, phantse kuyinto eqhelekileyo ukuphuma kwisikhululo seenqwelo-moya nezinto ezingahlawuliswa rhafu, nokuba ziitshokholethi, izikhumbuzo, ibhotile yewayini entle okanye iziqholo zodidi oluphezulu. Kodwa yintoni kanye kanye ekhuthaza abahambi abaxakekileyo ukuba bame baze bathenge?KuMarchesini, impendulo icacile: Abantu baneendlela ezahlukeneyo zokucinga xa behamba.

 “Xa behamba, abathengi babonisa ukuzimisela okukhulu kunesiqhelo kokufumana iimveliso ezintsha, bazinike ixesha lokukhangela kwiishelufu, baziphathe kakuhle kwaye bayonwabele inkqubo,” utshilo.

 Ngokophando olwenziwe yinkampani kwikota yokuqala ka-2022, ama-25% abathengi bobuhle kunye nezinto zokuthambisa bathi ukuthandwa kokuthenga ngaphandle kwerhafu kuxa ukhangela iishelufu kwaye ufumana iimveliso ezintsha. 

Emva kobhubhane weCovid-19, uMarchesini uqaphele ukuba abakhenkethi abaninzi bazivuza “ngokuthenga nokuthenga” xa behamba. “Le ntsholongwane itshintshe indlela abantu abaninzi abaphila ngayo, kwaye ikwakwenze kwaqheleka ukuzivuza ngohambo nokuthenga. Ukongeza, abathengi (ingakumbi abafazi) babonakala bezimisele ngakumbi ukuziphatha xa behamba.” 

Isiganeko esifanayo sabonwa yiRituals. Olu phawu lukholelwa ukuba iimveliso zalo zizuze kakhulu kuqhambuko oluye lwabangela isidingo esingxamisekileyo sokuphila ubomi obusempilweni phakathi kwabathengi. 

“KwiMithetho, ukuthengisa uhambo yenye yezona ndlela zibalaseleyo kwihlabathi, apho sifikelela khona kwiqela elikhulu labakhenkethi – ingakumbi abo bakwixesha ‘lasemva kobhubhane’. Xa kuthelekiswa nangaphambili, ndiyawuxabisa wonke umzuzu kwaye ndiyonwabela inkqubo yokuthenga.” Ukwathe, “Kwinkqubo yokuthenga iimveliso zethu, ulonwabo lwabahambi alukho nje kuphela ngenxa yokuba imveliso iza kuzisa izinto ezisempilweni ngakumbi kwimveliso. Iingcamango ebomini babo nakwiindlela zabo zokuhamba nazo zivela kwisenzo ‘sokuthenga’.” 

UMarchesini ukwathe kwingxelo yophando lwenkampani yakhe, ama-24% abantu bagxininise ukuba iivenkile ezingenarhafu ziindawo zokuthenga ezilungele ngakumbi xa kuthelekiswa neendawo ezifana neevenkile ezinkulu. “Ibuyela kwinto endiyikhankanyileyo ngaphambili: abathengi banokufumana ngokulula zonke iimpawu ezinkulu zamazwe ngamazwe kwindawo enye, endaweni yokuba bahambe kuyo yonke ivenkile enkulu. Ikwabasindisa ixesha elingakumbi bekhangela iimpawu,” utshilo uMarchesini. 

Xa abathengi bobuhle kunye nezinto zokuthambisa bethetha ngezizathu eziphambili ezibakhuthaze ukuba bathenge ngelixa beseluhambeni, ukonga amaxabiso kwaqala phezulu, kwalandela ukulula. Ezinye izinto ziquka ukuthembeka kwebhrendi, ukubonisa okunomtsalane, kunye nokwahluka. 

“Enyanisweni, udidi lobuhle beluqhuba kakuhle ngokwendlela abantu abahamba ngayo ngeenyawo, kodwa umngeni uvela ekwehleni kwamanani okuguqulwa. Oku kuthetha ukuba izinto ezisevenkileni kufuneka zidlale indima enkulu ekutsaleni ingqalelo yeendwendwe nokuguqula ezo ndwendwe zibe ngabathengi.” Utshilo uMarchesini. Ezi zinto ziquka ukunyuswa okunomtsalane, abathengisi abafikelelekayo, kunye nemiboniso ekhangayo, iipowusta zentengiso, iinqwaba, nokunye.

 “Ihlabathi liza kuvulwa kancinci kancinci kwaye imisebenzi emininzi iza kuqala kwakhona. Kwaye kule meko yoqoqosho oluya luphucuka, kukho iqonga lomlingo, kwaye oko kukuthengisa ngeenqwelo-moya.” UTuli uqukumbele ekupheleni kwengqungquthela, “Kwisikhululo seenqwelo-moya Abantu balinde iinqwelo-moya zabo kwaye bayonwabela inkqubo yokukhetha njengoko bekhangela iimveliso zobuhle zamva nje ezivela kumagama amakhulu ehlabathi, kwihlabathi liphela.”

 Bonke abathathi-nxaxheba babenembono entle ngemarike yobuhle bokuhamba e-Asia-Pacific ngo-2022. Mhlawumbi, njengoko bebetshilo, u-2022 uza kuba ngunyaka obalulekileyo wokubuyela kwimeko yesiqhelo kwezoqoqosho kunye notshintsho kummandla we-Asia-Pacific. Ishishini lobuhle kulindeleke ukuba libe lilo eliqhuba ukubuyiselwa kwevenkile yohambo, nto leyo eya kuqhuba ishishini lobuhle e-Asia-Pacific.