Imakethi epakishwe ngabathengi (CPG) inokhuphiswano oluphezulu, njengoko iinkampani ezininzi zilwela ingqalelo yomthengi ophakathi. Kwiminyaka yakutshanje, amashishini amaninzi kolu shishino aye afuna ukukhusela inxalenye enkulu yemarike yeCPG.
Oku kuthetha ukuba amashishini anethemba lokuba ziimpawu zeCPG kufuneka afumane iindlela zokuzahlula kwabanye. Ukudala isicwangciso esisebenzayo sokuthengisa se-CPG yindawo entle kakhulu yokuqala. Eli nqaku libonelela ngezinto ezintlanu omawuzenze xa usenza isicwangciso esisebenzayo kunye neendlela ezimbini ezifanelekileyo zokulandela ukonyusa impumelelo yakho yeCPG ngo-2025.
Isiqulatho
Ziziphi ii-CPGs, kwaye unokuzichaza njani ngaphandle kwezinye iimpahla?
Ukujongwa kwishishini lempahla epakishwe ngabathengi
Iindlela ezi-5 zokuthengisa iimpahla ezipakishwe ngabathengi
Intengiso ye-CPG: Izinto ezi-5 zokwenza isicwangciso esisebenzayo
Iindlela ezi-2 ezilungileyo zokunceda ukwenza isicwangciso sokuthengisa se-CPG esisebenzayo
Amazwi okugqibela
Ziziphi ii-CPGs, kwaye unokuzichaza njani ngaphandle kwezinye iimpahla?
IiCPG zigubungela zonke iimveliso ezisetyenziswa ngabantu yonke imihla kwaye kufuneka zithenge rhoqo kuba azihlali ixesha elide. Imizekelo ibandakanya izinto zokuthambisa, iimpahla, iziselo, izinto zokunyamekela umntu, ukutya, amayeza, nezinto zokucoca. Ngokwesiqhelo, abathengi bafumana ezi mveliso kubathengisi be-intanethi, iivenkile ezibonakalayo, kunye namaqonga eendaba ezentlalo.
Iimpahla ezipakishwe ngabathengi ziwela phantsi kodidi “lwezinto eziluncedo” ngenxa yokufumaneka kwazo ngokubanzi kunye nokusebenziseka ngokulula kwazo. Kuba ezi mveliso zifuna ingcinga encinci phambi kokuthenga, iishelufu zesitokhwe sabathengisi ngokupheleleyo. Oku kwenza kube lula kubathengi ukuba bafumane kwaye bathenge ezi zinto kwakhona ngokukhawuleza xa befuna ukuphinda bathengise.
Kodwa kukho okungakumbi. Ezi zinto zemihla ngemihla zihlala zingabizi kakhulu kubantu abaninzi. Abavelisi nabo benza kwaye bathengise izixa ezikhulu ukugcina ezi mpahla zifumaneka ngokubanzi. Zonke iimveliso ezihambelana nezi nkcazo zizinto ezipakishwe ngabathengi.
Ukujongwa kwishishini lempahla epakishwe ngabathengi
Ushishino lwempahla epakishwe ngabathengi (CPG) ngumqhubi ophambili woqoqosho lwase-US, lunegalelo elikhulu kwimisebenzi kunye nokukhula koqoqosho. Okubangela umdla kukuba, ixhasa imisebenzi ezizigidi ezingama-20.4 kwilizwe liphela.
Ukongeza ekudaleni imisebenzi, icandelo le-CPG ligalela nge-US$2 yetriliyoni kwi-GDP yelizwe. Impembelelo yoshishino ibonakaliswe kubungakanani bayo bemarike. Ngo-2022, iingcali zixabise i Imarike yeCGP yehlabathi kwi-US $ 2.132 yetriliyoni. Balindele ukuba eli nani linyuke ngokumangalisayo, lifikelele kwi-US$ 3.171 yetriliyoni ngo-2032 kwi-4.1% yezinga lokukhula konyaka (CAGR).
Iindlela ezi-5 zokubumba imarike yempahla epakishwe ngabathengi
1. Impembelelo eyandayo yemidiya ye-intanethi kwizigqibo zokuthenga kwabathengi
Ngaphezulu I-5.07 yezigidigidi zabantu kwimidiya yoluntu ngo-2024, impembelelo yayo sele isasazeka kwizigqibo zokuthenga abathengi. Abathengi bathembela ngakumbi kwiisayithi zemidiya yoluntu, ii-apps, iimpembelelo, kunye neevenkile ezikwi-intanethi ukuphanda nokuthenga iimveliso ezibalulekileyo.
2. An uptick ekuthengeni online ngenxa lula
Abathengi bayanda ukukhetha amava okuthenga angenamthungo kuba bakuxabisa ukuthenga ngokukhawuleza nokuzisa izinto ngqo kumnyango wabo. Oku kwenza ukuba ukuthenga kwi-Intanethi kube yindlela enomtsalane kakhulu kwiimpahla ezipakishwe ngabathengi.
3. Ukunyuka komdla kwiimveliso ezinxulumene nempilo kunye neempawu ezikhuthaza ukuzinza
Nanjengoko isiphumo sexesha lokuvala sincipha, abathengi basabeka phambili izigqibo malunga nempilo. Kwangaxeshanye, iibrendi ezizibophelele ekuzinzeni zirekhode ukuthengisa okwandisiweyo, njengoko uphando lubonisa 44% yabathengi kunokwenzeka ukuba bathenge kumashishini aqaphela indalo.
4. Utshintsho olubonakalayo oluya kwiilebhile zabucala ngaphezu kweempawu ezidumileyo
Abathengi abaninzi bafumanise oko iileyibhile zevenkile zibonelela ngomgangatho ongcono / ukusebenza okanye zikumgangatho ofanayo neebrendi ezidumileyo ngelixa zifikeleleka. Ke, kukho utshintsho olubalulekileyo oluya kwiilebhile zabucala, ezithi zidlulele kwiimveliso zeCPG.
5. Ukunyuka kweekhowudi ze-QR
Iikhowudi ze-QR ziya zithandwa kakhulu kushishino lweCPG. Oku kukhula kunika ithuba elikhulu leemveliso zeCPG ukwenza amava awodwa kwaye abandakanyeke abathengi ngeekhowudi zeQR.
Intengiso ye-CPG: Izinto ezi-5 zokwenza isicwangciso esisebenzayo
Njengalo naliphi na elinye ishishini, eyona njongo iphambili yentengiso ye-CPG kukutsala nokugcina abathengi, ukonyusa intengiso, nokukhulisa ishishini. Ukudala isicwangciso esisebenzayo kubandakanya imisebenzi eyahlukeneyo enokuthi yenzeke ngaphandle kweintanethi okanye kwi-intanethi.
Iinkampani zinokusebenzisa amajelo ahlukeneyo ukusasaza iinzame zabo zokuthengisa, ezinje ngeentengiso zebhilibhodi, imidiya yoluntu ehlawulweyo, ukuthengisa umxholo, okanye ukuthengiswa kwezinto eziphilayo. Nazi izinto ezintlanu abathengisi ekufuneka bezenzile kwisicwangciso esisebenzayo sokuthengisa seCPG.
1. Qonda umthengi
Okokuqala, iimpawu zeCPG kufuneka ziqonde abaphulaphuli abajolise kubo. Bamele baphande ngeminyaka yabo, isini, indawo, umsebenzi kunye nengeniso. Oku kuya kubanceda baqonde oko bakukhathaleleyo, izinto abanomdla kuzo, iimfuno zabo, iminqweno kunye nemingeni. Iimpawu zeCPG zinokuqokelela ezi nkcukacha zixabisekileyo ngophando lwemarike kunye nophando lwabathengi.
2. Yakha umfanekiso oqinileyo wegama
Ngokukhuphisana kwemarike yanamhlanje yeCPG, ukwakha uphawu olomeleleyo yeyona ndlela amashishini anokugqama ngayo. Uphawu olusekwe kakuhle lukwanceda ukwakha ukuthembana kunye nokunyaniseka kubathengi ngokuhamba kwexesha.
Abathengisi banokwenza njani umfanekiso oqinileyo we-brand? Qala ngokwenza ibali eliqaqambisa imbali yohlobo, injongo, kunye nothumo. Okulandelayo, yenza uphawu lophawu olungaguquguqukiyo olunomtsalane kunye nelogo eyodwa, iskimu sombala, imifanekiso, kunye nokuchwetheza.
Ungalibali ukwenza ilizwi elihambelana nesazisi sophawu kwaye linxibelelane nabaphulaphuli ekujoliswe kubo. Nje ukuba amashishini anezi zinto, kufuneka abelane ngazo kuwo onke amajelo, kubandakanya noshicilelo lweendaba kunye nemidiya yoluntu. Basenokusebenzisana nabaphembeleli ukwandisa ukufikelela kwabo.
3. Yahlula imveliso
Uphawu olulodwa lwegama lubalulekile, kodwa lubalulekile kuphela ukuba iimveliso zitsala amehlo abathengi. Kulapho ulwahlulo lwemveliso lungena khona. Iimveliso kufuneka ziqwalasele ukuba yintoni eyenza iimveliso zabo zigqame kwaye zongeze kumyalezo wazo wokuthengisa.
Ngaba banencasa eyodwa okanye iingenelo ezongeziweyo? Ngaba zipakishwe ngokuzinzileyo okanye ngokusungula izinto ezintsha? Ngaba iimveliso zinomgangatho okhethekileyo? Ezi zinto zinokunceda ukwenza iimveliso ze-brand zibe nomtsalane ngakumbi kwaye zikhuthaze abathengi ukuba bazikhethe ngaphezu kokhuphiswano.
4. Ukuhambisa imveliso ngokufanelekileyo
Ukuhanjiswa kwemveliso okusebenzayo kukwangundoqo kwintengiso yeCPG. Injongo kukuqinisekisa ukuba abathengi banokuthenga lula iimveliso ze-brand naphi na apho bathenga khona. Khumbula, ukuthembela kwiivenkile zemveli (njengeevenkile ezinkulu kunye neevenkile ezithengisa izinto eziluncedo) akwanelanga.
Iimpawu zeCPG kufuneka zingene kwiimarike ze-intanethi ezifana ne-Etsy kunye ne-Amazon ukunyusa intengiso ye-intanethi. Ukudala ishaneli yokuthengisa ngokuthe ngqo, njengokuseka ivenkile ye-intanethi kwiiwebhusayithi zabo ukufikelela kubathengi ngokuthe ngqo, kubaluleke ngakumbi.
5. Yazisa! Yazisa!! Yazisa!!!
Ukwandisa ukuhanjiswa kwemveliso kunye nokuseka amajelo okuthengisa ngokuthe ngqo yinxalenye yekhonkco lokuthengisa leCPG. Iimveliso kufuneka zigxininise kwiinzame zokuthengisa eziqinileyo. Ezi ziquka intengiso, ubudlelwane boluntu, ukunyuswa kweentengiso, kunye nokuthengisa ngokuthe ngqo. Le misebenzi ikwabalulekile ekuqaqambiseni izibonelelo zeemveliso zophawu, ukonyusa imfuno, kunye nokutsala abathengi abatsha.
Iindlela ezi-2 ezilungileyo zokunceda ukwenza isicwangciso sokuthengisa se-CPG esisebenzayo
1. Hlala ukulungele ukuziqhelanisa
Iimpawu zeCPG kufuneka zihlale zibhetyebhetye kwaye zilungele ukulungisa indlela yazo ukuze zihlale zibambekile. Nantsi yonke into enokubanceda ukuba bahlale bephambi kokhuphiswano.
- Jonga iintsingiselo zemarike: Iimpawu zeCPG kufuneka zibeke iliso kwiintsingiselo. Oku kubanceda bahlale ngaphambili kwaye balindele utshintsho kwizinto ezikhethwa ngabathengi.
- Beka esweni abo ukhuphisana nabo: Iinkampani kufuneka zijonge rhoqo imisebenzi yabo bakhuphisana nabo, efana neemveliso ezintsha, amaxabiso, kunye nobuchule bokuthengisa. Le yindlela entle yokufumana izikhewu zentengiso, ukulinganisa ukusebenza kwentengiso, kunye nokugqama.
- Mamela ingxelo yabathengi: Ukwaneliseka koMthengi ngundoqo. Ke, iibrendi kufuneka zihlale ziqwalasela oko abathengi bakutshoyo ukuphucula iimveliso zabo kunye nokujongana neemfuno zabo / iinkxalabo zabo.
- Lungiselela ukuziqhelanisa: Nokuba utshintsha imigca yemveliso, ukuzama iinzame zokuthengisa, okanye ukujonga amajelo amatsha okuthengisa, ukuguquguquka kunceda ii-brand ze-CPG zonyuse amathuba kunye nokujongana nemingeni ngempumelelo.
2. Yenza izigqibo eziqhutywa yidatha
Iphulo lokuthengisa le-CPG alinakuphumelela ngaphandle kohlalutyo lwedatha. Umzekelo, idatha yokuthengisa ingabonisa amashishini ukuba zeziphi iimveliso eziqhuba kakuhle kwaye ezingezizo. Idatha yoMthengi inokubanceda ukuba baqonde i-demographics, ukuziphatha kokukhangela, kunye nembali yokuthenga, ukuvumela ii-brand ukuba zilungele imiyalezo yazo yokuthengisa kunye nokunyusa ukuzibandakanya.
Amazwi okugqibela
Ngeemfuno zabathengi ezivela rhoqo, imakethi yeCPG ihlala iyishishini eliguqukayo elifuna ukuguquguquka okukhulu. Amashishini kufuneka aqhubeke nokwenza izinto ezintsha ukuze axhamle kwinzuzo ephambeneyo yemarike kwaye akhuthaze abathengi ukuba babakhethe ngaphezu kwabanye. Ngombulelo, amacebo axoxwe kweli nqaku anokunceda ii-CPG brand zitsale amehlo amaninzi kwaye zigqame ngaphandle kokhuphiswano lokufuthanisela.
