I-Fashion Brand MLB Iqala Ukuthengisa Imikhiqizo Yezimonyo?

Emkhakheni wezimpahla ezithengiswayo ezisheshayo, ubuhle ngokungangabazeki buyi-"cake enkulu" enobungozi obuphansi, ekhiqiza kakhulu. Uhlobo lwezingubo oludumile i-MLB, olungakaze lwenze izinguquko ezintsha isikhathi eside, luvule i-akhawunti ye-"MLB Beauty" ezinkundleni zokuxhumana ezifana neShayina, futhi lubhalise nesitolo salo enkundleni ye-e-commerce.

Njengamanje, isitolo sinabalandeli abangu-562. Ngokombono wentengo nomklamo, ukuma kobuhle be-MLB kuyaqhubeka nokuthambekela kwezingubo. Uchungechunge lokuqala lwemikhiqizo luhlanganisa amakha amathathu kanye namabiliizisekelo zomcamelo womoyaIphunga ngalinye litholakala ngamavolumu amabili angu-10ml no-50ml, intengo yawo ingu-220 yuan kanye no-580 yuan. Ukubukeka kwesisekelo soketshezi lwe-air cushion kunemibala emibili: “High Street Black” kanye no-“Wildberry Barbie”. Igobolondo kanye ne-core yokufaka esikhundleni kuthengiswa ngokwehlukana. Intengo yeyokuqala ingu-160 yuan, kanti intengo yeyokugcina ingu-200 yuan.

Ezinsukwini ezintathu zokuvulwa kwesitolo esisha, abantu abangu-87 bakhokhele isisekelo se-air cushion, kanti abanye abathengi baphawule ngaphansi kwesixhumanisi somkhiqizo, “Ngiwuthengele ukubukeka komkhiqizo, futhi izimonyo nokuqina nakho ‘ku-inthanethi’.”

Isikhathi eside, ukuhlangana kwemikhiqizo yemfashini bekulokhu kuyindawo eshisayo embonini. Imikhiqizo eminingi yethule imikhiqizo ehambisanayo, amasudi, namabhokisi ezipho, futhi yawamaka ngamalebula "anqunyelwe", okuvuselela njalo isifiso esisha sabathengi sokuthenga. Namuhla, ngaphansi kwethonya lezinto eziningi zangaphandle, ukuthandwa kokubambisana kwemikhiqizo kwamanye amazwe kuyaphela. Esikhundleni salokho, imikhiqizo yemfashini eyahlukahlukene isungule ama-portals ayo ukuze ihlanganyele "ebhizinisini eliseceleni" emkhakheni wezimonyo.

NgoMeyi walo nyaka, umklami ongasekho uVirgil Abloh washiya uchungechunge lwe-PAPERWORK lobuhle ngenxa yomkhiqizo wakhe wezingubo zomgwaqo i-Off-White epulatifomu ye-e-commerce kanokusho i-Farfetch. Kubikwa ukuthi lokhu kungukuqala kwe-Off-White ukungena emkhakheni wobuhle. Iqoqo lokuqala lemikhiqizo eliqalisiwe uchungechunge lweziqholo olubizwa ngokuthi “SOLUTION”. Kusukela ngaleso sikhathi, liphinde lasungula izimonyo zobuso, ukunakekelwa komzimba, i-nail polish kanye neminye imikhiqizo eyodwa, landisa ngokusemthethweni insimu yobuhle. NgoMashi kulo nyaka, i-Dries Van Noten, uhlobo lwemfashini ngaphansi kwe-Spanish PUIG Group, nayo yethule iziqholo nezindebe okokuqala, yangena ngokusemthethweni emkhakheni wobuhle.

Ngaphezu kwemikhiqizo yemfashini yesimanje, imikhiqizo yobukhazikhazi efana neValentino, Hermes, kanye nePrada nayo yenze imizamo eqhubekayo emkhakheni wobuhle eminyakeni emibili edlule, ukuze kusungulwe izinsika ezintsha zokukhula. Embikweni wezezimali wekota yokuqala ka-2022 kaHermès, imali engenayo yomnyango wephunga nobuhle ikhuphuke ngo-20% unyaka nonyaka. Ngonyaka odlule, iHermès yandise isigaba sezimonyo kusukela ku-i-lipstickkanye nephunga elimnandi lezandla kanye nelobuso.

Akunzima ukubona ukuthi lapho izinkampani zemfashini ziqala ukungena emkhakheni wobuhle, zivame ukukhetha izigaba ezimbili: i-lipstick kanye ne-perfume. Abanye abantu abangaphakathi embonini baveze ukuthi uma kuqhathaniswa nezigaba ezifana nezimonyo eziyisisekelo kanye nemikhiqizo yokunakekelwa kwesikhumba, edinga umuzwa wesikhumba oqinile, i-lipstick kanye ne-perfume zinomkhawulo ophansi wokwamukelwa ngabathengi, futhi zingadlulisela ngokushesha ulwazi olungokomfanekiso.

Yonke imikhiqizo yobuhle ifuna indlela entsha yokuphuma. Imikhiqizo yobuhle engabizi kakhulu kodwa engaba nemali engenayo ephezulu isanda kuthola "iphuzu elibuhlungu" lemikhiqizo eminingi efuna ukukhula okusha.

Ngakho-ke, ingabe i-MLB, eyaqala ngemikhiqizo ezungeze i-Major League Baseball, ingaba “isitha” semikhiqizo yobukhazikhazi emkhakheni wobuhle?

Ulwazi lomphakathi lubonisa ukuthi igama eliphelele le-MLB yi-Major League Baseball (i-Major League Baseball, okuzobizwa ngokuthi “i-Major League”), kodwa izingubo ezinelogo yomkhiqizo we-MLB azithengiswa ngqo yi-major league, kodwa zigunyaziwe enkampanini yangaphandle ukuthi isebenze, inkampani ebhaliswe eNingizimu Korea i-F&F Group ingenye yezinkampani ezigunyaziwe.

Ulwazi oluyinhloko lwe-akhawunti esemthethweni ye-MLB Beauty WeChat lubonisa ukuthi inkampani yayo esebenzayo yiShanghai Fankou Cosmetics Trading Co., Ltd. (ezobizwa ngokuthi “iFankou Cosmetics” lapha). I-Fanko Cosmetics iyinkampani engaphansi kwe-F&F Group eShayina, okuyiyona ephethe kakhulu ukuthengiswa nokusebenza komkhiqizo wobuhle weqembu i-BANILA CO kanye nomkhiqizo wokunakekelwa kwesikhumba i-KU:S.

Izibalo zibonisa ukuthi ngo-2005, i-F&F Group yasungula i-BANILA CO, eyangeniswa emakethe yaseShayina ngo-2009. Njengomkhiqizo wayo oyinhloko, i-Zero Cleansing Cream yayike yaba yintandokazi eShayina. Kodwa-ke, ngenxa yokuncipha komkhuba wokwenza izimonyo waseKorea, i-BANILA CO yayingenayo imikhiqizo emisha yezinkanyezi. Ngokusho kwewebhusayithi esemthethweni ye-BANILA CO, amakhawunta ayo omkhiqizo woku-oda ungaxhunyiwe ku-inthanethi ancishisiwe abe ngu-25, ikakhulukazi emadolobheni asezingeni lesithathu nelesine. Ngesikhathi esifanayo, i-KU:S isathengiswa ezwenikazi laseShayina ngokusebenzisa i-e-commerce ewela imingcele, futhi ayikayivuli imakethe engaxhunyiwe ku-inthanethi.

Emakethe yobuhle encintisanayo yamanje, ingabe ukuma kwezitayela i-MLB Beauty efuna ukukudala kungamukelwa ngabathengi? Kulokhu, uWu Daiqi, i-CEO yeShenzhen Siqisheng Co., Ltd., uthe kuyinto evamile ukuthi imikhiqizo yemfashini ithuthukise imigqa yobuhle. "Ngokuvamile imikhiqizo yemfashini inencazelo yayo yamasiko kanye nemikhakha yabantu, futhi izobandakanya izigaba eziningi, njengezingubo, amakha, kanye nobuhle, ubucwebe, njll. Ngemva kokuba umkhiqizo wakhe inani elithile langaphakathi lamasiko elizungeze umbuthano othile, uzohlanganisa leli qembu lamakhasimende futhi lakhe izinzuzo zalo, ngakho-ke uzokwenza imizamo eyengeziwe."

Ngokuphathelene nokuthi abathengi bangakwazi yini ukukhokha, ngokombono kaWu Daiqi, kuncike kakhulu ekutheni lo mkhiqizo unesikhundla esicacile nokuthi uzosebenza kanjani. “Ngokuphathelene ne-MLB, ukungena embonini yobuhle kunezinzuzo zako, okungukuthi, isiko lomkhiqizo elisunguliwe kanye namaqembu athembekile; ububi ukuthi isiko le-baseball laseMelika lingase 'lingafaneleki' eShayina, noma lingokwesiko elithile, futhi uhlobo lwayo lokuhlobisa izimonyo kunzima ukuba uphawu oludumile.”