Chifukwa Cholunjika Kwaogulitsa Makasitomala Akuyamba Kumanga Masitolo A njerwa ndi Mtondo

Njerwa Zogulitsa ndi Mtondo

Njira yabwino kwambiri yogulitsira malonda kuti ipereke zokopa kwa ogula ndikuthetsa oyimira pakati. Ochepa ndi omwe amapita patsogolo, ndiye kuti mtengo wogula kwa ogula ndi wocheperako. Palibe njira yabwinoko yochitira izi kuposa kulumikizana ndi ogula kudzera pa intaneti. Ndi 2.53 biliyoni ogwiritsa ntchito mafoni am'manja ndi makompyuta mamiliyoni ambiri, ndi malo ogulitsira a eCommerce 12-24 miliyoni, ogula sakudaliranso m'misika yogulitsira. M'malo mwake, kusanja kwa digito pazinthu monga kugula zinthu, zidziwitso zaumwini, zochitika zapa media, ndizosavuta kuposa njira zakunja zobwezeretsanso makasitomala.

Chosangalatsa ndichakuti, ndimalingaliro ena azamalonda a e-commerce, masamba a pa intaneti masiku ano akuwonetsa chidwi chotsegulira ntchito zawo za njerwa ndi matope. Mwinanso amatchedwa kudina mpaka m'mbali, chodabwitsa ichi sichimamvetsetseka kwa ambiri.

Poganizira za chiwerengerochi, USA ikukula mwachangu kwambiri pamisika yomwe makampani ndi makampani akutseka malo ogulitsira ndikusunthira ku e-commerce. Masitolo ambiri akuvutika kuti azigulitsa masitolo awo. Mwachidziwitso, ku USA kokha, masitolo opitilira 8,600 adatsekedwa ntchito yawo mu 2017.

Ngati ndi choncho, ndiye chifukwa chiyani malonda apaintaneti akubwerera ku njerwa? Ngati angakwanitse mapulogalamu pamsika ndipo zolemba zake zapangitsa kuti kukhale kotchipa kwambiri kutsegula malo ogulitsira pa intaneti pamtengo wotsika poyerekeza, ndiye bwanji mukugulira njira ina yotsika mtengo?

Zowonjezera, osati zosintha!

Kuti tiyankhe funsoli, tiyenera kuzindikira kuti mabizinesi akugwiritsa ntchito malo ogulitsira njerwa ndi matope ngati chowonjezera m'masitolo awo pa intaneti, m'malo mongodalira masitolo ogulitsa. Ndiye kuti, sizowonjezera koma zowonjezera kumayendedwe amakono a eCommerce. Makampani samasunthira njerwa, koma amatambasula kupezeka kwawo pa intaneti ndikulumikizanso.

Tengani Boll & Nthambi Mwachitsanzo. Mukapita kukagula malo ogulitsira a Boll & Branch, mungapeze chipinda chowonetsera chokometsera zokhala ndi anthu osangalala komanso ogwira ntchito kwamakasitomala. Mutha kupeza chilichonse kuchokera pamtundu womwe uli m'sitoloyo. Komabe, pali kupotoza komwe kugula kwanu kumaperekedwa kunyumba kwanu kudzera pamakalata. Sitoloyo ikutsatirabe njira yake yogulitsa ma e-commerce, koma kugwiritsa ntchito njerwa ndi matope monga malo ophunzirira, m'malo ogulitsa.

Malo Ogulitsa ndi Ogulitsa Nthambi

Funso lidakali lofanana

Chifukwa chiyani malo ogulitsira njerwa ndi matope, pomwe makasitomala amatha kugula mwachindunji kudzera pazida zawo zogwiritsa ntchito intaneti? Kubwerera ku njerwa ndi matope kumaimira anzeru Malingaliro apa bizinesi a eCommerce pamene malo ogulitsa akukoka kale zotsekera zawo? Kodi sizotsutsana?

Yankho lomveka bwino la funso ili likupezeka mu funso lina:

Chifukwa chiyani masitolo aku eCommerce amagulitsa ndalama popanga mapulogalamu ogula mafoni pomwe makasitomala amatha kugulabe patsamba lawo la eCommerce?

Zonse ndizokhudza zomwe makasitomala amakumana nazo

Chimodzi mwamavuto akulu ogula pa intaneti ndikuti ogula samatha kuzipeza monga amachitira m'masitolo ogulitsa. Pomwe ogula ambiri amagwiritsa ntchito malo ogulitsira a eCommerce ngati komwe amapita kukagula, palinso gawo lomwe limakonda malo ogulitsa chifukwa amatha kuyesa zinthuzo asanagule.

Pofuna kuthana ndi vutoli, zimphona za eCommerce zimakonda Amazon ndi About anali ochepa mwa oyamba kutsegula ntchito za njerwa ndi matope monga chowonjezera kwa anzawo pa intaneti. Amazon idalimbikitsa ntchito yake yoyamba ya njerwa ndi matope mu 2014, yomwe idapereka tsiku limodzi kwa makasitomala ku New York. M'magawo amtsogolo, idayambitsanso malo ogulitsira ambiri m'malo ogulitsira omwe amagulitsa zinthu zapakhomo ndikubweza.

Posakhalitsa mabizinesi ena adatenga lingaliro la bizinesi ya eCommerce ndikutsegula ma kanyumba kakang'ono m'malo osiyanasiyana. Chifukwa chake, kupezeka kwakuthupi posakhalitsa kudakhala kopambana. Chimodzi mwazitsanzo zabwino kwambiri ndi malo osungira a Uber m'malo otchuka omwe amalola okwera kusungira kanyumba wopanda pulogalamu yam'manja.

Lingaliro lofunikira ndikupereka kulumikizana kwachindunji kwa anthu ndi zokumana nazo kwaogula pa intaneti, kuwonjezera pa -

  • Kuyika bizinesiyo mdziko lapansi
  • Kupeza mipata yambiri yamabizinesi pazomwe zili pa intaneti komanso pa intaneti
  • Kupititsa patsogolo mwayi wamakasitomala komwe amadziwa komwe angayendere akafika pakadandaula.
  • Kulola makasitomala kuti ayese nthawi yomweyo kuti athetse kukayika pazazogulitsazo.
  • Kutsimikizira kutsimikizika kwa ntchitoyi powadziwitsa "Inde! nafenso tiliko ”

Cholinga chachikulu ndikumenya mpikisano powapatsa makasitomala zabwino kwambiri, osasunthika m'malingaliro. Izi zitha kuchoka pachikhalidwe ndikubwera ndi malingaliro abwino ndiye chinsinsi chachikulu chosunga makasitomala ndikupambana kutembenuka mu 2018. Poganizira kuchuluka kwa mpikisano pazogulitsa pa intaneti, ndi ntchito yovuta ngati simulimbikitsidwa kutero eCommerce bizinesi.

Makasitomala akubwezeretsanso m'malo ogulitsa?

Dera lofunikira pomwe malo ogulitsira okhawo adalephera kupikisana ndi omwe akupikisana nawo pa eCommerce anali kubwezera makasitomala. Kupatula mafani ena ovuta, malo ogulitsira samatha kusunga makasitomala aliwonse. Popeza panalibe njira yodziwira kachitidwe kogula ndi zofuna za makasitomala, malo ogulitsira alephera kusungitsa zomwe amafunikira kuti abwezeretse makasitomala. Kuphatikiza apo, kupatula zotsatsa zikwangwani, ma SMS, ndi kutsatsa maimelo, kunalibenso njira ina yolumikizirana ndi chiyembekezo. Chifukwa chake, ngakhale ntchito zazikulu kwambiri zotsitsa sizinathe kufikira omvera omwe akufuna.

Kumbali inayi, ndi intaneti komanso mafoni m'manja, makasitomala pa intaneti adakhala osavuta kubwereranso ku eCommerce. Zolemba pa E-Commerce zinali ndi njira zosawerengeka zosonkhanitsira zamakasitomala: Fomu yolembetsa Akaunti, mapulogalamu a m'manja, kutsatsa kothandizana nawo, kutuluka, ma fomu obwezeretsanso, ndi ena ambiri. Pokhala ndi njira zambiri zosonkhanitsira deta, eCommerce idalinso ndi njira zabwino zopezera makasitomala: Kutsatsa maimelo, kutsatsa ma SMS, kutsatsa kwa Push, kutsata kwa zotsatsa, ndi ena ambiri.

Pogwirizana ndi anzawo akuthupi komanso pa intaneti, kuwongolera makasitomala kumayenda bwino. Zomwe zinali zoyipa zakugulitsa kwakanthawi kamodzi sizowonekeranso panjerwa ndi matope. Malo ogulitsira pa intaneti tsopano atha kugwiritsa ntchito njira zofananira zamalonda awo ndikumakopa alendo kumalo awo ogulitsa. Zotsatirazi ndi momwe mitundu ina yotchuka imachitira izi.

Makampani akuluakulu omwe amagwiritsa ntchito kutsatsa kwa Omni m'njira zawo

Everlane

Everlane inadzikhazikitsa ngati bizinesi yokhayo yapaintaneti mu 2010. Pogwiritsa ntchito kasitomala, Everlane adalembedwa kuti amapereka zovala zabwino pamtengo wotsika mtengo. Ikupitilizabe kukula ndi malingaliro ake owonekera poyera, pomwe chizindikirocho chimaulula mafakitale ake, ndalama zogwirira ntchito, ndi zina zambiri.

Mu 2016 kokha, chizindikirocho chidakwanitsa kupeza kugulitsa $ 51 miliyoni. Pambuyo poyambitsa mapulogalamu angapo kumapeto kwa chaka cha 2016, chizindikirocho chinakhazikitsa chipinda chowonetsera masentimita 2,000 m'boma la SoHo ku Manhattan. Ichi chinali chisankho chachikulu polingalira zomwe CEO wa kampaniyo a Michael Preysman adachita zaka zingapo zapitazo:

[Tidzatseka] kampaniyo tisanapite kukagula.

Izi ndi zomwe kampaniyo imanena zakulowa kwake kugulitsira pa intaneti-

Makasitomala athu amangokhalira kuwauza kuti akufuna kukhudza ndikumva zinthuzo asanagule. Tidazindikira kuti tikufunika kukhala ndi malo ogulitsa ngati tikufuna kukula pamitundu yonse.

Sitoloyo imagulitsa masikipa amkati m'nyumba, majuzi, ma denim, ndi nsapato. Agwiritsa ntchito kupezeka kwakuthupi kuti athe kupereka zowonera zabwino kwa makasitomala omwe akuyendera sitoloyo. Malo opumulirako okhala ndi zokongoletsa komanso zithunzi zenizeni za fakitore yawo ya denim imawonjezera ulemerero chifukwa imalimbikitsa fakitale ya chizindikirocho kukhala fakitale yoyera kwambiri padziko lonse lapansi.

Sitolo ya Everlane

Mukamayang'ana mozama, mutha kupeza mayunitsi anayi okhala ndi malo osiyana otuluka. Omvera akuwonetsera sikuti amangogulitsa zovala, komanso amathandizira makasitomala kuti aziyang'ana mwachangu. Amabweranso ndi malingaliro amakonda atasanthula mbiri yanu yomwe ili mkati mwa anzawo pa intaneti.

Omasulira

Ngakhale anali wosewera pa intaneti, Glossier amamvetsetsa kuti zochitika zamtundu wakunja ndizofunikira kwambiri pakukonda makasitomala. Ndi malo ogulitsira omwe amapezeka, chizindikirocho chikupitilizabe kugulitsa. Chizindikirocho chimalongosola kuti ma pop-up ake sikuti amapeza ndalama koma za kumanga mudzi. Zimangotenga malo ake ogulitsira ngati malo odziwa zambiri osati malo ogulitsira.

Posachedwa, mtundu wokongola unagwirizana ndi malo odyera odziwika bwino a Rhea's Café, omwe ali ku San Francisco. Makonzedwe akunja odyera kuti agwirizane ndi chizindikirocho mu pinki ya zaka chikwi adafuula uthengawo mokweza. Posakhalitsa malo odyerawo adasandulika malo opangira zodzoladzola, pomwe oyang'anira zophika ankaphika chakudyacho kumbuyo kuseri kwa magalasi ndi zinthu zambiri zochokera ku Glossiers.Malo OgulitsaMalinga ndi mlendo wamba wazomwe amachita, amatha kugula zinthu za Glossiers pawekha. Komabe, kuphatikiza pamavuto onse, amakonda kubwera kuno kamodzi pa sabata kudzangomva kulimba kwachipindako. Kuphatikiza apo, zimamveka bwino kukhudza ndikumva zinthuzo pomwe mutha kumwa khofi nthawi yomweyo.

Bonobos

Zikafika pokhudzana ndi zomwe makasitomala amakumana nazo, zovala zawo ndizomwe zimatsatsa kwambiri kutsatsa kwa Omni-channel. Bonobos - wogulitsa zovala zazimuna m'gulu lomweli adayamba ndi kugulitsa pa intaneti mchaka cha 2007. Imayimira chimodzi mwazitsanzo zoyenererana kwambiri zamakampani opeza bwino omwe akupeza kukula kudzera pakufutukula ntchito yake mpaka kumayendedwe a njerwa ndi matope.

Masiku ano, Bonobos ndi kampani yopanga madola 100 miliyoni, yomwe ili ndi malingaliro apadera, kuthandizira makasitomala, komanso kugula bwino. Chizindikirocho chitha kupanga mbiri yake potengera zomwe zili zabwino kwa kasitomala winawake. Zomwe zimachitikira ku Bonobos Guideshops zimapitilira kupereka muyeso wa m'chiuno mwanu komanso wogulitsa akuwonetsa mathalauza ofanana.

Sitolo ya Bonobos

M'malo moyendera tsamba la Bonobos, chizindikirocho chimalimbikitsa kusungitsa nthawi yoti mukachezere kupita ku umodzi mwa ma Guideshops ake ambiri. Makina osungitsiratu malo amagwiranso ntchito yabwino kwambiri chifukwa imatha kutsimikizira kuti mukuyenda bwino pomwe kuli anthu ochepa okha omwe akusungidwa ndipo nthumwi yomwe ikupatsidwa imatha kupereka chisamaliro chonse chomwe mungafune kuti mumalize buluku lokwanira bwino.

Umu ndi momwe ntchito yonse imagwirira ntchito, malinga ndi Bonobos:

Masitolo a njerwa za Bonobos ndi Mortar

Kukhazikitsa Pakati

Malo opangira njerwa ndi matope amapereka mipata yabwino kwambiri yothetsera kusiyana pakati pa malo ogulitsa ndi eCommerce. Njira iyi ya Omni-channel eCommerce ikuthandiza malo ogulitsa ma eCommerce kuti apereke zogulira zabwino kwambiri pomwe akuyembekeza zomwe zingachitike kulikonse komanso pa intaneti. Kusunga cholinga choyambirira, malonda akukwaniritsa zoyembekezera zamakasitomala m'njira zonse ndikugwira njira zosawerengeka zotsatsira. Njerwa ndi matope, sikuti ndi njira yachikale koma ndi chinthu chosintha mwachangu komanso chamtengo wapatali kwa osewera omwe alipo kale pa zamalonda.

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