Ukuseka isicwangciso sophawu lwehlabathi, inguqu

Okwangoku, iinkampani zoomatrasi azijongani kuphela neempawu zalapha ekhaya ukuze zibambe isabelo semarike, kodwa ngokukhawuleziswa kwenkqubo yokwenziwa kwamazwe ngamazwe, iimpawu zangaphandle ziye zadibana nemiqobo emininzi kuphuhliso lwazo. Kwiinkampani ezifuna ukukhuphisana neempawu zangaphandle, ukuseka isicwangciso sophawu lwehlabathi kunye nokukhawulezisa inguqu kunye notshintsho ngundoqo.

Iinkampani zoomatrasi kufuneka ziseke isicwangciso sophawu lwehlabathi

Ukudityaniswa kwehlabathi yindlela engenakuthintelwa yophuhliso lwekamva. Iinkampani zoomatrasi kufuneka zilandele indlela yamaxesha kwaye zamkele imfazwe yohlobo lwehlabathi. Uphuhliso lwe-Intanethi lukhuthaze ukufika kwexesha lamashishini amakhulu kwaye kwakhawulezisa isantya sokhuphiswano lwamazwe ngamazwe phakathi kwamashishini. Kurhwebo lwehlabathi lwangoku lwemisebenzi yoshishino, iinkampani zisenokwaba izibonelelo kwihlabathi jikelele okanye zibe zizibonelelo ezabiwa ziinkampani zamazwe ngamazwe.

Ngokwale mbono, ukuba iinkampani zoomatrasi zifuna ukuhlala kwimarike yamazwe ngamazwe, kufuneka ziseke isicwangciso sophawu lwehlabathi ukuze zithathe inxaxheba ngcono kukhuphiswano lwamazwe ngamazwe kwaye zenze umkhombandlela wophuhliso ngokubanzi ngokuhambelana nemeko yemalike enkulu ngexesha elifanelekileyo. Ngelixa zisilwa neempawu ezidumileyo kumazwe ngamazwe, iinkampani zoomatrasi akufuneki zilibale ukuphucula ukukhuphisana kwazo okubanzi kwaye zomeleze iinguqulelo ezintsha ngexesha elifanelekileyo, ukuze zihlale kwindawo ephezulu yeempawu zoomatrasi behlabathi kwaye zibe luphawu lwefashoni olukhokelela kwindlela yophuhliso.

Iinkampani zoomatrasi zikhawulezisa inguqu

Okwangoku, iinkampani zoomatrasi zineziphene eziqhelekileyo: i-homogenization yeemveliso, akukho siqinisekiso somgangatho, kunye nenkonzo ekhululekile. Kuphela ngokusombulula ezi ngxaki zintathu ezinokuthi iinkampani zoomatrasi zikwazi ukwakha umfanekiso webhrendi oncomekayo kwaye zikhuphisane neempawu zoomatrasi eziphezulu zangaphandle.

Njengoko sonke sisazi, iinkampani ezingakwaziyo ukuziqhelanisa zinokupheliswa kuphela yimarike. Isiphumo sikaMateyu sokuba 'abanamandla basoloko besomelele kwaye ababuthathaka bahlala bebuthathaka' kwishishini loomatrasi lenze iinkampani zilumke ngakumbi. Ke ngoko, iinkampani zoomatrasi zinokukhawulezisa inguqu nohlaziyo lwazo, zomeleze ukukhuphisana kwazo kwimarike, ziseke iimpawu ezikumgangatho ophezulu kunye nodumo lwegama, kwaye zenze iinkampani zithembele kwiibrendi kunye nemijelo ukuze ziphile 'kubusika obunzima' bophuhliso.

Ngexesha lokudityaniswa kwehlabathi kwezoqoqosho, iinkampani zoomatrasi kufuneka ziseke ukucinga kweqhinga lehlabathi, zomeleze ukuveliswa kweteknoloji, zifunxe iimali zokusebenza, kwaye ziziphucule kuzo zonke iinkalo ukuze kuphunyezwe uphuhliso olungcono kweli xesha langoku lokusinda kwabanamandla.

Iinkampani zoomatrasi zenza njani intengiso yentlalontle yoluntu?

Njengoko sonke sisazi, umfanekiso wenkampani yimbonakaliso yangaphandle yomoya weshishini kunye nenkcubeko. Luluvo lulonke oluthi uluntu luzive kwinkqubo yoqhagamshelwano kunye nentsebenziswano nenkampani. Umbono olungileyo unokuzisa ixabiso elingenakulinganiswa nenkampani. Namhlanje, iinkampani ezininzi zisebenzisa intengiso yesisa ukukhulisa umfanekiso weenkampani zabo kunye neempawu. Ke, iinkampani zoomatrasi kufuneka ziqhube njani intengiso yesisa?

Yintoni intengiso yesisa?

Into ebizwa ngokuba yintengiso yentlalontle yoluntu ibhekisela kwindawo yokuqala yokunyamekela ngokuphila kunye nophuhliso lwabantu kunye nenkqubela phambili yentlalontle, kunye nokunxibelelana nabathengi ngokusebenzisa imisebenzi yentlalontle yoluntu, engavelisi kuphela imiphumo yentlalontle yoluntu, kodwa yenza ukuba abathengi bakhethe iimveliso okanye iinkonzo zenkampani. Ukuziphatha kokuthengisa okwandisa ulwazi lwe-brand kunye nodumo.

Ngokuqhelekileyo, iinkampani ezininzi ezinkulu zijonga intlalontle yoluntu njengomxholo obalulekileyo xa ziqulunqa izicwangciso zexesha elide. Ngenxa yokuba iinkampani zithatha inxaxheba kwimisebenzi yentlalo-ntle yoluntu, azinako nje ukwandisa umdla woluntu, kodwa ziphucula umfanekiso wenkampani. Mhlawumbi iinkampani zoomatrasi kufuneka zijoyine imisebenzi yentlalontle yoluntu, ziseke eyazo imbonakalo yentlalo, kwaye zikhuthaze ukukhula kweminqweno yazo.

Iinkampani zoomatrasi zenza njani intengiso yentlalontle yoluntu?

Imisebenzi yentlalo-ntle kawonke-wonke zizinto ezilungileyo, yaye ifanele ukunconywa lilizwe nangabantu. Kodwa kukho iinkampani ezininzi ezisebenza phezulu xa zicwangcisa kwaye zibamba imisebenzi yentlalontle yoluntu, endaweni yokubeka intlalontle yoluntu ekusebenzeni. Oku ngokuqinisekileyo kubi kakhulu kwiinkampani kunye noluntu, kwaye 'banokwenyanya' kwaye 'bashiywe.'

Ke ngoko, iinkampani zoomatrasi kufuneka zithintele 'umoya omkhulu womgunyathi' xa zisenza imisebenzi yentlalo-ntle yoluntu, kwaye kwangaxeshanye, azinakusebenzisa imisebenzi yentlalontle yoluntu njengendlela yokuthengisa amaqumrhu. Buyela kwinjongo yokuqala yokwenza izenzo ezilungileyo, ukunyamekela nje imeko yeqela okanye into ethile, kwaye wenze ukuba iguqule isimo sayo esibi, isasaze amandla afanelekileyo, kunye neenkampani zamatrasi zinokufumana izinto ezimangalisayo ezingalindelekanga ngokuthula. Ngenene ukufumana ukuqatshelwa ekuhlaleni.

Ngokufutshane, intlalontle yoluntu yeenkampani zoomatrasi ayinakuba yeyokugqwesa. Kufuneka benze izinto eziphathekayo kwaye bancede ngokwenene abo banesidingo ukuze bafumane isiphumo esilungileyo sokunyuswa kophawu. Indlela eya kwintlalontle yoluntu isende kakhulu. Iinkampani zoomatrasi kufuneka zilumke kwaye kufuneka zisebenzise amandla azo afanelekileyo.

Iinkampani zoomatrasi kufuneka ziphonononge imakethi kwii-engile ezininzi ukufuna amathuba oshishino

Phantsi kweempembelelo ze-Intanethi kunye nokhuphiswano oluqilima lweshishini, indlela eya kwinguqu kunye nohlaziyo lweshishini loomatrasi iye yangxamiseka kakhulu. Kuphela ngokuhambisana nesantya sotshintsho apho iinkampani zoomatrasi ziyakwazi ukufumana isabelo semarike esithe chatha. Kwelinye icala, iinkampani kufuneka zifunde ngakumbi kwaye zifunde ngakumbi kwezo modeli ziphumeleleyo kunye neendlela; kwelinye icala, iinkampani kufuneka zilungele ngokupheleleyo ukucofa amathuba okuthengisa ukusuka kwii-engile ezininzi.

Ishishini loomatrasi lifumene phantse iminyaka engama-30 yophuhliso eTshayina. Ngaphantsi kwempembelelo ekhulayo ye-Intanethi kunye nokucotha kokukhula koqoqosho, iinkampani zoomatrasi ziye zanyanzeleka ukuba ziye kwiindlela ezidityanisiweyo zenguqu kunye nokuphucula. Ukuze uphendule kakuhle kukhuphiswano lweemarike, iinkampani ezininzi zeematrasi ziye zaqala ukufuna utshintsho kwiimodeli zabo zophuhliso kwaye zizimisele ukudala imodeli ekhethekileyo yokuthengisa. Nangona kunjalo, iinkampani ezininzi zoomatrasi azikakwazi ukudibanisa ngokwendalo imodeli yemveli kunye nesakhulayo. Phantsi kwemeko yokuba akukho nanye kuzo inokulahlwa, iinkampani zoomatrasi kufuneka zifunde lukhulu ukuze ziphumeze 'zombini zakudala kunye nezanamhlanje'.

Ukujonga imarike yoomatrasi yangoku, iivenkile zoomatrasi ziseyeyona ndlela iphambili yokuthengisa emarikeni. Kwixesha le-Intanethi, ngaphandle kokukhula kophuhliso lwe-e-commerce, imisebenzi engaxhunyiwe kwi-intanethi yeenkampani zoomatrasi isenesikhundla esingaguqukiyo. Kulwahlulo lwangoku lwamatshaneli, iinkampani zoomatrasi kufuneka zibe nendawo eyaneleyo yokuzibeka, emva koko zisebenzise iimveliso ezikumgangatho ophezulu ukwenza imisebenzi ethe kratya, ukuze zifumane indawo emarikeni.

Iinkampani zoomatrasi kufuneka ziphonononge imakethi kwii-engile ezininzi ukufuna amathuba oshishino

Ngeli nqanaba, kukho imisebenzi emininzi nangaphezulu, kwaye i-homogeneity inzulu. Abathengi badla ngokubonakala kunye nokudinwa kokusetyenziswa. Indlela yokukhetha ngcono imarike elungele amashishini emisebenzi yokunyusa yingxaki amashishini amakhulu athi kubaluleke kakhulu kuyo. 'Ngoku abathengi baba nengqiqo ngakumbi kwaye abasayi kuthenga iimveliso ngenxa nje yokusukela iinkwenkwezi.' Watsho umntu wangaphakathi. Kule meko, kubaluleke kakhulu ukuba iinkampani zoomatrasi zisebenzise impembelelo yophawu ukutsala abathengi.

Imodeli ilula ukuyifunda, kodwa iqela lokuthengisa linquma impumelelo okanye ukungaphumeleli kweso siganeko. Ishishini loomatrasi lisekwinqanaba lokuqala lokuthengisa. Iimodeli ezikhoyo zokuthengisa kunye neendlela ziyafana. Bonke basebenzisa imakethi ye-ovadrafti, isidima se-ovadrafti, kunye nemithombo ye-ovadraft yokuthengisa. Intengiso yokwenene 'akukho mntu unokuxelisa.' Ukujongana nemeko yemarike yomandlalo emfiliba, ukuthatha indlela eyahluka-hlukeneyo kubonakala ngathi yeyona ndlela iphambili kwiinkampani zoomatrasi ukufumana indlela yokuphuma kubusika obubandayo. Amajelo emveli kunye namajelo asakhulayo anezawo amandla kunye nobuthathaka bazo. Oku kufuna ukuba iinkampani zoomatrasi ziphonononge iindlela zokwandisa intsebenziswano phakathi kwamajelo emveli kunye namajelo asakhulayo.

Kwimeko yokhuphiswano lwemalike eyandayo entsokothileyo, uphuhliso lweenkampani zoomatrasi nazo kufuneka zidityaniswe ngokusondeleyo nentsingiselo yamaxesha ukwenza utshintsho. Utshintsho ngokwendalo lunokuzisa igazi elitsha kwinkampani, kodwa iinkampani zoomatrasi nazo kufuneka zenze amalungiselelo apheleleyo ngexesha lotshintsho. Kungale ndlela kuphela apho uhlengahlengiso lwamashishini oomatrasi lunokufezekisa umphumo oyifunayo.

Isakhiwo sophawu lweenkampani zoomatrasi kufuneka sisekelwe kubathengi

Ngophuhliso loqoqosho, abantu banemfuno eziphezulu neziphezulu zomgangatho wobomi basekhaya. Ishishini loomatrasi lingenise imfazwe yohlobo. Kukhuphiswano lwemarike, iinkampani zoomatrasi zinika ingqwalasela ethe chatha kwisakhiwo sohlobo lwazo. Nangona kunjalo, ngokwemeko yangoku, zimbalwa kakhulu iibrendi zomandlalo eziqhelekileyo kubathengi. Phambi kokhuphiswano lwentengiso olukhulayo, iinkampani zoomatrasi zinokulukhulula njani olwazo uxinzelelo lophuhliso?

Ukubhideka kwebrand kuthintela uphuhliso lweshishini

Yintoni uphawu? Igama elithi 'Pin' lithetha uluntu. Wonke umntu uyazi kwaye uthi uphawu oluhle luphawu. Kwishishini lelizwe lam loomatrasi, kukho ukubhideka kohlobo: okwangoku kukho kuphela iibrendi zeshishini kunye neempawu zetshaneli, kodwa iibrendi abathengi abazazi ngokwenene nabazaziyo azikaveli. Kulo mba, abangaphakathi kwishishini bathi iqela labathengi belizwe lam alikho likhulu ngokwaneleyo xa kuthelekiswa ne-FMCG, imikhwa yokusetyenziswa kwabathengi ayizange iphuhliswe, kwaye ukuvezwa kwabathengi kwishishini le-mattress lifutshane. Nangona kunjalo, kuthatha ixesha elide ukuba uphawu lube luphawu oludumileyo, ngakumbi kwiimveliso zemveli.

Ishishini loomatrasi liphantsi koxinzelelo olukhulu

Iimveliso zeshishini zisisiseko sophuhliso lweshishini, kunye nobutyebi babathengisi ukwenza imali. Iimveliso ezilungileyo zinokuvula imakethi entsha, ziqhube ikhonkco elitsha, kwaye zihlangule ishishini. Kwiminyaka yakutshanje, i-mattress industry iye yanexhala malunga neemveliso: kwelinye icala, i-mattress industry iye yandisa ngokuthe ngcembe iimpawu zayo kunye neemveliso ezahlukeneyo; kwelinye icala, uyilo lwemveliso kunye neZitayile ziya zifana ngakumbi nangakumbi, kwaye azikho ezininzi iimveliso ezikhuphisana ngokwenene kwimarike. Ngokwale mbono, iinkampani zoomatrasi zijongene noxinzelelo olukhulu lwe-inventri kunye noxinzelelo lwemveliso entsha.

Fumana isisombululo esifanelekileyo kwaye ungenise amathuba amatsha

Ngo-2019, imboni yefenitshala yelizwe lam ngokubanzi ibonise ukuhla. Kwesi sijwili, ishishini loomatrasi nalo lingenise uphuhliso olucothayo. Inani leenkampani kunye neempawu liye landa kakhulu, kwaye uluhlu lweefektri luye lwanda kuphela. Ngokuqhwanyaza kweliso, imeko yophuhliso lweshishini loomatrasi inomtsalane kakhulu, kodwa ngohlalutyo olu ngasentla, kunokufunyaniswa ukuba ishishini lomandlalo welizwe lam lijongene nokwakhiwa kohlobo olukhulu kunye noxinzelelo lwemveliso.

Enyanisweni, kwinkqubo yophuhliso lweenkampani zoomatrasi, nokuba kukwakhiwa kwe-brand okanye i-homogenization yoyilo, iinkampani ze-mattress kufuneka zisekelwe kwiimfuno zabathengi, abathengi bavumele ukuba bazive benyanisekile yenkampani, kwaye ngaloo ndlela baqale uphawu. Udumo