Ingabe imakethe yobuhle bezitolo zokuhamba isizolulama?

BNgaphambi kobhubhane olusha lomqhele, ukuthengiswa kwezimonyo zobuhle “kwakuwukukhula okubi kakhulu” emakethe yokuthengisa ezokuvakasha. Njengoba ukulawulwa kokuvakasha kwezivakashi emhlabeni wonke kwehla kancane kancane, imboni yezokuvakasha ibonakala sengathi iholele ekuqaleni kokuvuselelwa. Enkulumweni eyabanjwa yiCosmetics Design ngesonto eledlule, abantu abaningi abangaphakathi embonini babelane ngamathemba abo emakethe yobuhle bezokuvakasha ye-Asia Pacific yesikhathi esizayo.

“Sinethemba lokuthi ubhubhane olusha lomqhele luzophela kancane kancane eminyakeni emibili noma emithathu. Vele, ezokuvakasha eziphumayo zizoba yimboni yokugcina ukululama, kodwa ukuchuma kwayo kwesikhathi esizayo nakho kubonakala kusengaphambili - abaningi bayacinana emakhaya. Izivakashi azinaso isineke sokuphuma ezweni zizulazule,” kusho uSunil Tuli, usihlalo we-Asia Pacific Travel Retail Association (APTRA). “Sizobona ukululama okulindelwe isikhathi eside ekuthengisweni kwezokuvakasha, futhi isifunda sase-Asia-Pacific sizodlala indima enkulu ekuqhubekiseni lokho kululama.”

Eceleni kwengqungquthela ye-Duty Free World Association (TFWA) Asia Pacific eSingapore, uTuli uphinde wathi: “Akumelwe sikhohlwe amathuba amakhulu anikezwa yilesi sifunda, okuyi-'injini' yemakethe yokuthengisa ezokuhamba yomhlaba wonke. Uma uzibuza ngezokuvakasha Uzoqala kuphi ukululama, khona-ke ngingasho ngokuqinisekile, lapha, ngaphansi kwezinyawo zethu.”

Uhlangothi lomkhiqizo lwe-01: ukuthengisa okuhambayo kuyipulatifomu yokubonisa engcono kakhulu

Akuyona imfihlo ukuthi izinkampani zobuhle ziyakuthanda ukuthengisa ngokuvakasha. Izinkampani ezinkulu zobuhle ezifana no-L'Oreal, u-Estee Lauder, uShiseido nabanye ziphumelele kakhulu esiteshini sokuthengisa ngokuvakasha eminyakeni embalwa edlule. Ngaphezu kwalokho, izinkampani ezifika sekwephuzile njengoKao noPola Orbis nazo ziyasheshisa izinhlelo zazo zokwandisa, zilwela ukuthola ingxenye yephayi. 

"Lapho imikhiqizo eminingi icabanga ukukhetha amapulatifomu athile okubonisa imikhiqizo yayo emisha, ngeke iphuthelwe izitolo ezingenayo intela. Abathengi abavela kuwo wonke umhlaba babuthana lapha, futhi ulwazi lomkhiqizo luzogeleza ngokushesha emhlabeni ngabo. Ngokufanayo, abahambi bangathola wonke amagama amakhulu ngamagama kanye nemikhiqizo yabo emisha ezitolo ezingenayo intela. Isiteshi sokuthengisa uhambo siyipulatifomu ebalulekile yokwenza kube lula abathengi nabathengisi ngendlela engenakuqhathaniswa." U-Anna Marchesini, iNhloko Yentuthuko Yebhizinisi, i-ejensi yocwaningo lwemakethe yezokuvakasha m1nd-set Say. 

UMarchesini ukholelwa nokuthi eziteshini zokuthengisa zokuhamba emhlabeni wonke, isifunda sase-Asia-Pacific siyindawo ebalulekile ekufanelekelayo. “Yimakethe yokuthengisa ukuhamba ehamba phambili kakhulu emhlabeni — kanye nemakethe yobuhle ebaluleke kakhulu, ngendlela — futhi ‘yisigaba esiphuthumayo’ sokuba izinkampani zobuhle zibambe ama-pop-up futhi ziqalise imikhiqizo emisha.” Usho kanje.

Ucaphune ukwethulwa kukaShiseido kwe-SENSE Beauty Pop-up esikhumulweni sezindiza saseChangi eSingapore ngo-2019 njengesibonelo. Isitolo esidayisa imikhiqizo sihlose “ukudlula izitolo zendabuko”, sisebenzisa ubuchwepheshe be-augmented reality (AR) ukwethula imikhiqizo kubavakashi ngendlela ejulile, kusiza imikhiqizo ukuthi ifinyelele abathengi ngokujulile. 

Lezi zinyathelo zenze iShiseido yaba yimpumelelo enkulu esiteshini sokuthengisa ngezokuvakasha ngo-2019, lapho inkampani ithole khona ama-yen ayizigidi eziyizinkulungwane eziyi-102.2 ($936.8 million) ekuthengisweni okuphelele, okokuqala ngqa ukuthengiswa kwayo kudlule uphawu lwama-yen ayizigidi eziyizinkulungwane eziyi-100. 

UMelvin Broekaart, uMqondisi Womhlaba Wonke Wezokuthengisa Ngezokuvakasha enkampanini yobuhle nenhlalakahle yaseDutch iRituals, naye ukuqaphele ukubaluleka kwesiteshi sokuthengisa ngezokuvakasha njengombukiso. “Izitolo zezokuvakasha zinikeza imikhiqizo ithuba eliyingqayizivele lokufinyelela abathengi abanesikhathi, imali (abathengi abahamba phesheya baziwa ukuthi abanamandla kangako ngokwezimali) futhi banamathuba amaningi okuthenga ngokuphazima kweso. Izitolo ezingenayo intela nazo zinikeza izaphulelo ezikhethekile kanye nemicimbi ehlukanisa nezinye izinkundla eziku-inthanethi nezingaxhunyiwe ku-inthanethi, ngakho imikhiqizo iheha futhi ihlanganyele nabathengi abasha.” 

UBroekaart uphinde wathi ukuthengisa ngezokuvakasha kuvame ukuba yisiteshi sokuqala abathengi abasebenzisana ngaso nomkhiqizo weRituals."Nge-Rituals, ngaphambi kokuvula izitolo zasekhaya, sizokhetha ukungena ezimakethe ezintsha ngokusebenzisa izitolo zokuhamba ukuze sakhe ulwazi ngomkhiqizo. I-Travel Sales iyisiteshi esibalulekile samasu ebhizinisini lilonke le-Rituals, okungeyona nje into eqhuba ukuthengisa, kodwa futhi indawo ebalulekile yomhlaba wonke yokuxhumana nabathengi bezokuhamba." 

Eminyakeni embalwa ezayo, inkampani ilindele “ukukhula okunamandla” emakethe yokuthengisa ezokuvakasha esifundeni sase-Asia-Pacific, kusho uBroekaart. 

Le nkampani ihlela ukwandisa indawo yayo ezitolo ezinkulu zokuvakasha zaseShayina, iHainan Island, yengeze ezinye izitolo ezintathu kulo nyaka. Ngaphezu kwalokho, ilungiselela ukungena emakethe yokuthenga ezokuvakasha eNingizimu-mpumalanga ye-Asia.

02 Abathengi: Ukuthenga kusesimweni esikahle kakhulu lapho usohambweni kunasekuphileni kwansuku zonke 

Uma uhamba, cishe kuyinto evamile ukuphuma esikhumulweni sezindiza nezinto ezingakhokhiswa intela, kungaba ushokoledi, izikhumbuzo, ibhodlela lewayini elimnandi noma iphunga elidumile. Kodwa yini ngempela eshukumisa abahambi abamatasa ukuba bame futhi bathenge?KuMarchesini, impendulo isobala: Abantu banezindlela ezahlukene zokucabanga lapho behamba.

 “Lapho behamba, abathengi babonisa ukuzimisela okukhulu kunokuvamile ukuthola imikhiqizo emisha, bazinike isikhathi sokuphequlula amashalofu, baziphathe kahle futhi bajabulele inqubo,” kusho yena.

 Ngokusho kocwaningo olwenziwe yinkampani kwikota yokuqala ka-2022, ama-25% abathengi bobuhle nezimonyo bathi ukukhanga kokuthenga ngaphandle kwentela kulapho ubhekabheka emashalofini futhi uthola imikhiqizo emisha. 

Ngemva kobhubhane lwe-Covid-19, uMarchesini waphawula ukuthi izivakashi eziningi ziyazivuza “ngokuthenga nokuthenga” lapho zihamba. “Lolu bhubhane lushintshe imikhuba yokuphila yabantu abaningi, futhi luye lwenza kwaba yinto evamile ukuzivuza ngohambo nokuthenga. Ngaphezu kwalokho, abathengi (ikakhulukazi abesifazane) babonakala bezimisele kakhulu ukuzinakekela lapho behamba.” 

Isenzakalo esifanayo sabonwa yiRituals. Lo mkhiqizo ukholelwa ukuthi imikhiqizo yawo izuze kakhulu ekuqubukeni kwalesi sifo okubangele isidingo esiphuthumayo sokuphila impilo enempilo phakathi kwabathengi. 

“NgeMicimbi, ukuthengisa ngokuvakasha kungenye yezindlela ezikwazi ukukhuliswa kakhulu emhlabeni, lapho sifinyelela khona iqembu elikhulu lezivakashi – ikakhulukazi labo abasesikhathini ‘semva kobhubhane’. Uma kuqhathaniswa nangaphambili, ngiyazisa yonke imizuzu futhi ngiyayijabulela inqubo yokuthenga.” Uphinde waveza ukuthi, “Enkambisweni yokuthenga imikhiqizo yethu, injabulo yabahambi ayibangelwa nje kuphela ukuthi umkhiqizo uzoletha kanjani izakhi ezinempilo emkhiqizweni. Ukuqagela ezimpilweni zabo nasekuhambeni kwabo nakho kuvela esenzweni ‘sokuthenga’.” 

UMarchesini uphinde waveza ukuthi embikweni wocwaningo lwenkampani yakhe, abantu abangu-24% bagcizelele ukuthi izitolo ezingenayo intela ziyindawo yokuthenga elula uma kuqhathaniswa nezindawo ezifana nezitolo ezinkulu. “Kubuyela emuva esicini engisishilo ekuqaleni: abathengi bangathola kalula zonke izinhlobo ezinkulu zomhlaba wonke endaweni eyodwa, esikhundleni sokudlula kuyo yonke inxanxathela yezitolo. Kuphinde kubasindise isikhathi esiningi bephequlula izinhlobo,” kusho uMarchesini. 

Lapho abathengi bezimonyo nezimonyo bekhuluma ngezizathu eziyinhloko ezabashukumisela ukuba bathenge ngenkathi besohambweni, ukonga amanani kwahamba phambili, kwalandela ukulula. Ezinye izici zifaka phakathi ukwethembeka komkhiqizo, ukukhangisa okukhangayo, kanye nokwehluka. 

“Empeleni, isigaba sobuhle besilokhu senza kahle ngokwezinga lokuhamba ngezinyawo, kodwa inselele ivela ekwehleni kwamazinga okuguqulwa. Lokhu kusho ukuthi izinto ezisesitolo kufanele zidlale indima enkulu ekudonseni ukunaka kwezivakashi nokuguqula lezo zivakashi zibe abathengi.” kusho uMarchesini. Lezi zinto zifaka phakathi ukukhushulwa okukhangayo, abathengisi abangenekayo, kanye nemibukiso ekhangayo, amaphosta okukhangisa, ama-pile, nokuningi.

 “Umhlaba uzovuleka kancane kancane futhi imisebenzi eminingi izoqala futhi. Futhi kulesi simo somnotho esilulamayo, kunesigaba somlingo, futhi lokho kuyisitolo sokuhamba.” UTuli uphethe ekupheleni kwengqungquthela, “Esikhumulweni sezindiza Abantu balinde izindiza zabo futhi bajabulela inqubo yokukhetha njengoba bephequlula imikhiqizo yobuhle yakamuva evela kwamagama amakhulu emhlabeni, emhlabeni wonke.”

 Bonke abahlanganyeli babenemibono emihle ngemakethe yobuhle bezokuvakasha e-Asia-Pacific ngo-2022. Mhlawumbe, njengoba beshilo, u-2022 uzoba unyaka obalulekile wokululama komnotho kanye noguquko esifundeni sase-Asia-Pacific. Imboni yobuhle kulindeleke ukuthi ibe yimbangela yokuvuselelwa kwezitolo zokuvakasha, okuzoqhuba imboni yobuhle e-Asia-Pacific.