Imikhiqizo Izosabela Kanjani Enkingeni Yomhlaba Wonke Yokuthengiswa Kwezimonyo?

“Abathengisi abaningi kanye nemikhiqizo ngokufanayo banethemba lokuthi izinkinga zochungechunge lokuhlinzekwa kwempahla ezibangelwe ubhubhane ngeke ziphazamise ukuthengiswa kwethu kobuhle okuthuthukayo – yize amanani aphezulu kanye nenkinga yezomnotho ezayo kungase kubangele abathengi abaningi ukuthi banciphise imikhiqizo emikhulu.” UMusab Balbale, iphini likamongameli omkhulu kanye nesikhulu esiphezulu sezentengiselwano kwa-CVS Health, ekhuluma emhlanganweni waminyaka yonke we-National Association of Pharmacy Chains (NACDS), ovulwe ngo-Ephreli 23 ePalm Beach, eFlorida.

Yasungulwa ngo-1933, i-NACDS yinhlangano emele isisekelo semboni yekhemisi yase-US, uchungechunge lwekhemisi. Kusukela ngawo-1980, amakhemisi aseMelika azama ukuthuthukisa impilo, ubuhle kanye nokunakekelwa kwasekhaya. Imikhiqizo yawo eyinhloko iwela ezigabeni ezintathu ezibanzi: imikhiqizo kadokotela, ethengiswa ngaphandle kwemithi kadokotela, imikhiqizo yobuhle kanye nokunakekelwa komuntu siqu, kanye nezimonyo. 

Kubikwa ukuthi lo mhlangano uzoba umhlangano wokuqala waminyaka yonke we-NACDS kusukela ngo-2019, futhi abaphathi abavela e-L'Oreal, Procter & Gamble, Unilever, Coty, CVS, Walmart, Rite Aid, Walgreens, Shoppers Drug Mart, njll. Baya khona.

Njengoba uBalbale eshilo, izinkinga zochungechunge lokuhlinzekwa kwempahla zizoba ngesinye sezihloko ezishisa kakhulu okuxoxwe ngazo kule ngqungquthela, ezophinde ixoxe ngomthelela oqhubekayo embonini kanye nezixazululo zezinkinga ezihlupha amabhizinisi njengokwehla kwamandla emali, ukwehla kwamandla emali kanye nokungazinzi kwezepolitiki.

Izimonyo Zomhlaba Wonke Zisenkingeni Yokuthengwa Kwempahla

"Kulindeleke ukuthi ukuqina kokulethwa kanye nokubambezeleka kokuthunyelwa kwezimpahla kunciphe. Kodwa ngenxa yenkinga yaseRussia ne-Ukraine, ukunyuka kwamanani kawoyela kanye nezinkinga zabasebenzi kanye nokusetshenziswa kwawo emachwebeni aseShayina nase-US - inhlanganisela yezici izoletha ingozi yokuphazamiseka kochungechunge lokuhlinzekwa kwempahla esikhathini esizayo - le ngozi ingaqhubeka kuze kube yingxenye yesibili yalo nyaka," kusho uStephanie Wissink, umhlaziyi omkhulu eJefferie, ibhange lokutshalwa kwezimali lamazwe ngamazwe.

Ukuhlela uchungechunge lwezimboni "zamaqanda awekho ebhasikidini elilodwa" akwaziswa yiCoty Group kuphela. Njengomhlinzeki wemikhiqizo yobuhle, iMesa Chief Growth Officer uScott Kestenbaum (Scott Kestenbaum), osebenza neSephora, iWalmart, iTarget kanye nabanye abathengisi, uthe iMesa ibilokhu isebenza kanzima ukuze ikwazi ukuhambisa amafektri kude ngangokunokwenzeka futhi asakazeke emadolobheni ahlukene.

Ngaphezu kokuhlelwa okuhlakazekile kwamafektri, izixazululo "zokwandisa amandla okukhiqiza" kanye "nokugcina impahla" nazo ziyathandwa ezinye izinkampani.

Izimonyo ezingabizi ziletha isikhathi samathuba

"Akungabazeki ukuthi izindleko ezikhulayo zezithako zobuhle kanye nokwehla kwamandla emali kuzoqinisa izibopho zabathengi—kodwa ngokuthakazelisayo, manje kungase kube yithuba elikhulu kakhulu le-"imikhiqizo yobuhle engabizi.” Umhlanganyeli uFaye Brookman, i-WWD Personality ubhale kukholomu.

“Iminyaka emibili edlule ibe yiminyaka yethu emibili ilandelana engcono kakhulu. Sihlangane namakhasimende amaningi amasha abelokhu enathi ngaso sonke isikhathi,” kusho uMark Griffin, umongameli kanye ne-CEO yeLewis Family Drug. “Abantu abaningi bakhetha ukuthenga intengo engabizi abayidingayo. Imikhiqizo, esikhundleni sokushayela ezitolo ezidumile, kufanele sibe nayo eceleni kwethu.”

Ngokusho kwe-WWD, ababhlogi abaningi bobuhle ku-TikTok basanda kukhipha i-lipstick kaMilani i-Color Fetish Matte esikhundleni sikaCharlotte Tilbury. Lesi senzo samukelwa ngentshiseko, kanti nekaMilani i-izindebe zomlomoUkuthengisa ngokushesha ekuthengisweni kwe-Ulta ne-Walgreens kukhuphuke ngo-300% emavikini amabili.

Emasontweni amane aphela ngoMashi 12, 2022, ukuthengiswa kwamadola kwemikhiqizo yobuhle engabizi kukhule ngo-8.1% unyaka nonyaka, ngokusho kwe-Nielsen IQ. Embikweni wayo, i-WWD ithi izindleko ezikhuphukayo zemikhiqizo yobuhle zingazuzisa imikhiqizo engabizi: “Kulezi mikhiqizo, ukwanda kwezinto zokusetshenziswa kanye nezindleko kuvame ukuzibonakalisa entengo ye-lip balm engu-$7, manje engu-$8; intengo yokuqala engu-$30, $40 njengamanje - eyokuqala ngokwemvelo yamukeleka kakhulu uma iqhathaniswa.”

Njengamanje, abathengisi nabo bafaka imikhiqizo enjalo "engenantengo ephansi", engabizi kakhulu futhi engephansi. Engxenyeni yesibili ka-2022, i-Walgreens izofaka imikhiqizo efana ne-Hey Humans kanye ne-Makeup Revolution engabizi futhi ephumelelayo, kusho uLauren Brindley, iphini likamongameli wezokunakekelwa komuntu siqu kanye nobuhle e-Walgreens. Lo mkhiqizo udumile. “Ngithemba ukuthi amakhasimende ethu akudingeki adele ikhwalithi yezindlela zabo zobuhle ngenxa yokwenyuka kwentengo,” kusho yena. “Ukuthengeka kanye nekhwalithi akuhlanganisi.” 

Njengomhlinzeki, uKestenbaum uphinde wathi imakethe yamanje "iyisiphepho esiphelele" semikhiqizo yobuhle engabizi. "Imikhiqizo engabizi isesimweni esiyingqayizivele ngesikhathi sokwehla komnotho," esho, "ngoba izuza kokubili ngokwanda kokuhamba ngezinyawo ezitolo zokudla, izidakamizwa kanye nezitolo ezinkulu, kanye nabathengi 'abasehlisa' izinga abaqala ukufuna amanani aphansi. Isivumelwano. Bona."