Ukuba i-SARS ngo-2003 yatshintsha indlela yokuthenga abathengi basekhaya kwaye yenza iTaobao ibe yimpumelelo, ke ubhubhani omtsha uya kwenza iqonga le-e-commerce elimelwe yiAmazon kwinqanaba lehlabathi kwaye liqalise umjikelo omtsha wotshintsho kwimikhwa yokuthenga yabathengi behlabathi. .
Kwabo bafuna ukuqala ishishini kwishishini le-e-commerce, xa kuthelekiswa nemarike ye-e-commerce egcweleyo yasekhaya, i-e-commerce ewela umda ngokungathandabuzekiyo lolona khetho lunengeniso ephezulu kunye nomngcipheko ophantsi.
Uqoqosho “lwasekhaya” oluziswe ngubhubhane lukhawulezisa ukunyuka kweentengiso zentengiso kwi-intanethi
(Imeko-bume yorhwebo lwe-e-US)
Emva kweminyaka engaphezu kweshumi yophuhliso, i-e-commerce yasekhaya iye yaphuhliswa kwindlela yoshishino lombane oluninzi. Kule mihla, ixabiso lokuhamba liphezulu kakhulu, kwaye kunjalo, iindleko zokusebenza nazo ziyenyuka. Imeko ye-e-commerce yasekhaya iye yakhuphisana ngakumbi, kodwa ukuthenga kwi-Intanethi phesheya kukhula ngesantya esiphezulu, kwaye ubhubhane uyaqhubeka, iindlela zokuthenga zabantu abaninzi ziyatshintshwa, kwaye ukusetyenziswa kwe-Intanethi kuya kuqhubeka nokukhula ngesantya esiphezulu.
Ikamva liyathembisa.
IAmazon ibalasele emhlabeni
Ngokweentengiso ezili-10 eziphezulu ze-e-commerce kwi-intanethi e-United States, i-Amazon iyinkokeli epheleleyo kwimakethi ye-e-commerce yase-US, kunye nesabelo semarike esiphantse sibe yi-40% eqikelelwe yi-emarkerter.
Ngokwengxelo ekhutshwe ngokudibeneyo yi-cbcommerce.eu, i-FedEx kunye ne-worldline, abadlali be-e-commerce abaphambili kwimarike ye-e-commerce yaseYurophu yi-Amazon kunye ne-eBay, kunye nesabelo semarike esingaphezulu kwe-50%.
Ngokwedatha yoqwalaselo kunye nedatha yengqikelelo ekhutshwe yi-emarketer, amazwe aseNtshona Yurophu angawona mandla aphambili okusetyenziswa kwe-Intanethi, kunye nesikali sokuthengisa kwi-Intanethi e-UK, eJamani naseFransi kunye akhawunti ngaphezulu kwe-60% yesabelo eYurophu, phakathi kwayo. Umthamo wokuthengisa we-intanethi we-intanethi ukwindawo yesithathu kwihlabathi.
E-Asiya (ngaphandle kwelizwe laseTshayina), iJapan inesona sikali sikhulu sokuthengisa esikwi-intanethi. IAmazon liqonga lokuqala lokuthenga kwi-Intanethi eJapan.
Inkqubo yonikezelo oluqinileyo inceda abathengisi abancinci nabaphakathi ukuba bathengise iimpahla zabo kwihlabathi liphela
I-Amazon endala ithi: iinketho ezisixhenxe, imisebenzi emithathu, ukhetho lubaluleke kakhulu. Ngokudityaniswa kwehlabathi lophuhliso lwe-e-commerce, "eyenziwe eTshayina" ithandwa kakhulu ngabathengi baphesheya. Imarike yaseTshayina, eyaziwa ngokuba "yimveliso yehlabathi", ineenzuzo zokukhuphisana zokubonelela ngokwaneleyo, iindidi ezininzi kunye nomgangatho omhle. Ngeemveliso zeAmazon njengokumkani, abathengisi baseTshayina abalungelanga kuphela ukusebenza kwexesha elide lendlela esulungekileyo, kodwa banokusebenzisa iimveliso ezininzi.
Sinokuthelekisa iiplatifomu ezithengiswayo zasekhaya (ezifana ne-1688) kunye neemveliso ze-Amazon, kwaye kukho umahluko omkhulu wexabiso (thatha i-mobile phone case njengomzekelo).
(1688 iwebhusayithi)
(umthombo wedatha: ingxelo yohlalutyo lwemarike ye-sorftime ye-Amazon BSR yangaphambili yedesika - uhlalutyo loluhlu lwamaxabiso)
Abathengisi baseTshayina bathathe indawo enkulu yeendawo ezininzi zaseAmazon
Uninzi lwentengiso yeAmazon yehlabathi ivela kubathengisi basekhaya kuqala, ilandelwa ngabathengisi baseTshayina. EFransi, eItali, eSpain naseKhanada, abathengisi baseTshayina bade babe nesabelo esikhulu kunabathengisi basekhaya.
(umthombo wedatha - iqonga elisemthethweni laseAmazon)
Ungena njani eAmazon
Okokuqala, kufuneka sicace malunga nenjongo yokhuphiswano lwe-e-commerce?
Yitrafikhi! Oko kukuthi, xa abathengi befuna amagama angundoqo okanye iimveliso, iimveliso zingaboniswa kwiphepha leziphumo zophando. Okukhona inqanaba liphezulu, kokukhona amathuba okuba aboniswe. Ngaphandle kwetrafikhi, akunakwenzeka ukuvelisa iiodolo ezininzi kunye nokuthengisa okuphezulu. Kubathengisi abakhulu, ukwenzela ukulwa ne-traffic, sinokuchitha zonke iintlobo zemali (ngokuqinisekileyo, kukho imarike enkulu, abathengisi abancinci bafanele bangayingeni), kodwa abathengisi abancinci banemali encinci. Kuba singenako ukuchitha imali ukuleqa umgangatho, kubathengisi abancinci, sinokwenza ngcono kunabo sikhuphisana nabo kwimilinganiselo ethile.
Ngenxa yokuba iqonga le-Amazon liya kwenza amanqaku abanzi ngokwezalathisi ezahlukeneyo zemveliso. Okukhona amanqaku aphezulu, kokukhona i-traffic inkulu kwaye iphezulu umgangatho wemveliso. Iimpawu ezinjengokubaluleka phakathi kwenjongo yokukhangela umthengi kunye nemveliso, ixesha leshelufu, umthamo wentengiso, izinga lokuguqulwa, uzinzo lwamaxabiso, inombolo yovavanyo, amanqaku, ireyithi yembuyekezo... Ngoko ke, okukhona ungeno, kokukhona buphakama ubunzima obuqokelelweyo bemveliso, Ubukhulu becala inzuzo yokhuphiswano.
Okwesibini, indlela yokuhlalutya kunye nokukhetha imarike?
Mhlawumbi abanye abathengisi be-novice bavakalelwa kukuba i-Amazon inomda ophezulu, enyanisweni, uninzi lwabo kungenxa yokuba indlela yokucinga ayinakuhambelana namaxesha. Ayisekho ixesha lokuthengisa into ofuna ukuyithengisa, ukukhangela nje iimpahla, ukuhambisa iimpahla, kunye neentengiso. Ngenxa yokuba inani labathengisi be-Amazon liye landa ngokukhawuleza, ngokukodwa inani elikhulu labathengisi baseTshayina bangene kwimarike (inani elikhulu leetalente liqokelele kwindawo yorhwebo yasekhaya iminyaka engaphezu kweshumi), ukhuphiswano lwemarike luye lwaba lubi kakhulu. . Kwizinto ze-elektroniki zabathengi, izixhobo zempahla kunye nempahla yasekhaya, ukhuphiswano phakathi kwamacandelo awaziwayo lubukhali kakhulu. Eyona ndlela ibalulekileyo kubathengisi abancinci nabaphakathi kukwazi ukuhlalutya imeko yokhuphiswano.
Sinokufumana ukuqonda kwimarike ngokuhlalutya iimveliso eziphezulu ze-100 kwi-Amazon abathengisi abagqwesileyo. Ngenxa yokuba i-100 ephezulu yeyona nto igxininisiweyo yokuthengiswa kweemarike, sinokuhlalutya okusingqongileyo kwimarike kule miba ilandelayo:
I-monopoly (siyibiza ngokuba yi-monopoly dimension analysis) kwezi meko zilandelayo)
1. Ukuthengisa yedwa. Kwimarike yecandelo, umthamo wokuthengisa weemveliso zentloko uphezulu kakhulu, okwenza kube nzima kwiimveliso ezilandelwayo ukufumana umthamo wokuthengisa. Siyibiza ngokuba umthamo wentengiso we-monopoly. Kwimarike enjalo, abathengi banokukhetha okucacileyo kwemveliso kwiimeko ezininzi. Abathengisi abancinci nabaphakathi abafanelekanga ukungena. Umzekelo, ezi ndidi zilandelayo iimveliso.
(umthombo wedatha, ingxelo yohlalutyo lwemakethi yexesha lexesha)
2. Brand / umthengisi monopoly. Ukuba kukho iibrendi ezinkulu, abathengisi abakhulu kunye nesabelo semarike sobunini beAmazon kwimarike yodidi siphezulu kakhulu, siyibiza ngokuba yibrendi / umthengisi / ukuthengisa okuzimeleyo kweAmazon. Umda onjalo wokhuphiswano lwemarike ngokuqhelekileyo uphezulu kakhulu, abathengisi abancinci nabaphakathi abafanelekanga ukungena. Umzekelo, iimveliso kwezi ntlobo zilandelayo:
(umthombo wedatha, ingxelo yohlalutyo lwemakethi yexesha lexesha)
UbuNgcali bokusebenza (siyibiza ngokuba lucazululo lobungcali bokusebenza kwezi meko zilandelayo)
1. Hlalutya abakhuphisanayo kwimarike yodidi, ukuba ngaba abathengisi abakhulu abaye basebenza nzima iminyaka emininzi kwaye banokusabalalisa okubanzi. Kwimarike enjalo, kunzima kubathengisi abancinci ukuba bathathe inxaxheba kukhuphiswano. Umzekelo, u-Anker ubandakanyeka kwimarike yebhanki yamandla.
(umthombo wedatha, ingxelo yohlalutyo lwemakethi yexesha lexesha)
2. Umyinge wokufayilisha. Ukuba uninzi lweemveliso ezikwicandelo lemarike zibhalisiwe njengeebrendi. Kubonisa ukuba umthengisi uchwephesha ngakumbi. Umzekelo, umlinganiselo weerekhodi zebrand kwimarike yebhanki yamandla uphezulu ukuya kuma-81%. Ukongeza, ubungakanani obuphezulu be-+, ividiyo ikwabonisa ukuba umthengisi unobuchwephesha obuphezulu.
Emva komngcipheko wentengiso:
Le yingongoma abathengisi abaninzi abangayihoyiyo, kodwa izifundo ezingenakubalwa zivela kule nto. Kuba xa kukho imbuyekezo, umthengisi kufuneka athwale imithwalo ephindwe kabini kunye neentlawulo zenkonzo yokubuyisela. Ukuba imveliso ikhutshwe ukuze ihlolwe, ayikwazi ukuthengiswa kwakhona, enciphisa kakhulu inzuzo. Ukuba i-avareji yokulinganisa inkwenkwezi inkulu kuneenkwenkwezi ezi-4, ingozi yokubuyisela incinci, ngaphandle koko inkulu. Ewe kunjalo, ukuba umthengisi onekhono lophando lwemveliso kunye nophuhliso okhethekileyo kwimarike yeenkwenkwezi ezisezantsi, kulula ukufumana umthamo wokuthengisa kwaye ngokukhawuleza uthathe uluhlu ngokuphucula imveliso.
Isixa sotyalo-mali:
1. Jonga kwinani lovavanyo. Ukuba i-avareji yenani lovavanyo lwemveliso kwimarike yodidi likhulu kakhulu, kwaye ubunzima beqonga obuqokelelweyo buphezulu, kunzima ukuba iimveliso ezitsha zikhuphisane nazo kwitrafikhi, kwaye iimveliso ezintsha kufuneka zichithe imali eninzi yokuthengisa / ukutyhala kwangaphambili. (kwakhona thatha iimveliso zebhanki zamandla njengomzekelo).
2. Jonga umthamo wokuthengisa. Ukuba imveliso idinga ukufikelela kumakhulu eentengiso zemihla ngemihla ukuze ibe kuluhlu, ifuna ukulungiswa kwenkunzi enkulu.
3. Iindleko zolungiselelo. Ukuba imveliso inkulu okanye inzima, inokuthuthwa kuphela ngolwandle. Olu hlobo lwemveliso lunexabiso eliphezulu lokuqala lolungiselelo kunye neendleko eziphezulu zokucinezela, ezingafanelekanga kubathengisi abancinci nabaphakathi.
(umthombo wedatha, ingxelo yohlalutyo lwemakethi yexesha lexesha)
Kubathengisi abancinci nabaphakathi, into yokuqala ekufuneka yenziwe yiAmazon kukuhlalutya okukhuphisanayo. Ukuba sisebenzisa le ndlela yohlalutyo ingentla ukuhlalutya iMakethi yefowuni ephathwayo, ngoko siyazi ukuba imarike ibonakala inomahluko omkhulu wamaxabiso, kodwa kukho ukhuphiswano olukhulu, ukusebenza okuphezulu kobuchwephesha, utyalo-mali oluphezulu, kunye nabathengisi abancinci nabaphakathi. bangabinalo ithuba. Kodwa funda ukusebenzisa indlela yokuhlalutya okukhuphisanayo ukuhlalutya imarike, phambi kwamathuba amaninzi ophuhliso e-Amazon, siya kukwazi ukufumana imarike yethu yolwandle oluluhlaza.
Ixesha lokuposa: May-21-2021