Njengomsebenzisi we-inthanethi osebenzayo, kungenzeka ukuthi uthenge imikhiqizo eminingi ezitolo eziku-inthanethi namawebhusayithi e-ecommerce eminyakeni edlule. Uzothola futhi ukuthi kukhona amabhizinisi e-ecommerce owathandayo noma ozizwa enamandla okuwasebenzisa, okungenzeka ukuthi kuwumphumela wendlela akwenza uzizwe ngayo kunemikhiqizo uqobo.
Kungani lokhu kwenzeka kwamanye amabhizinisi e-ecommerce hhayi amanye? Umehluko usekubhalweni. Kulesi sihloko, sizofaka izisekelo zokubeka uphawu kanye nezinyathelo okufanele uzilandele ukuze usize ukwakha umkhiqizo onamandla emhlabeni wokuncintisana we-ecommerce.
Yini engalungile amabhizinisi e-ecommerce mayelana nokufaka uphawu?
Ukumaketha kungomunye wemiqondo yebhizinisi engaqondwa kahle laphaya. Abantu abaningi bacabanga ukuthi “umkhiqizo” wuphawu nje, igama lebhizinisi, isitolo se-inthanethi, imikhiqizo oyithengisayo, noma lokho okubhala ekhasini lakho lokubikezela, njll.
Nokho, ukumaketha kuningi kakhulu. Eqinisweni, zonke lezi zici (igama, ilogo, ukukopisha, njll.) kufanele ziqondiswe ubuntu bomkhiqizo wakho kanye namasu.
Ibhrendi yakho yilokho okudlulisela kumakhasimende akho. Amagama, imizwa, nemilayezo efika ezingqondweni zabantu lapho bebona iwebhusayithi yakho, bethenga imikhiqizo yakho, noma bexhumana nebhizinisi lakho.
Ukumaketha akukhawulelwe ku-ecommerce kuphela. Ukumaketha kumayelana nezinsizakalo, amabhizinisi angaxhunyiwe ku-inthanethi, izinhlangano, izinkampani ezinkulu, nabantu kanye (imikhiqizo yomuntu siqu ye-AKA).
Ungathi uphawu lufana nomuntu ngoba asigxili nje kuphela ekwakhiweni kokubukeka kwethu kwangaphandle kodwa nengqikithi yethu yangaphakathi edlulisa ukuqonda kwethu nezindinganiso zethu. Ukubeka umzamo ekwakheni kokubili ukubukeka kwangaphandle kanye nomnyombo wangaphakathi obumba indlela abantu ababona ngayo umkhiqizo wakho kuwukhiye wokuba namandla emhlabeni we-ecommerce.
Kungani ukufaka uphawu kubalulekile ku-ecommerce?
Noma incazelo eqondile ye-ecommerce "ithengisa imikhiqizo nge-inthanethi," i-ecommerce ayiseyona nje imikhiqizo. Lokho kungenxa yokuthi umhlaba usugcwele imikhiqizo, futhi mancane kakhulu amathuba okuthi uthengisa into engekho ndawana thize.
Nakuba imikhiqizo yakho ingase ibe yekhwalithi engcono, ibonise imiphumela esheshayo, noma ibe nesilinganiso esingcono sekhwalithi yentengo kuneyalabo oqhudelana nabo, ukufakazela kanjani lokho kumakhasimende angaba khona ngaphandle kokuthi baqale bawahlole futhi bawasebenzise?
Ukwenza uphawu okusebenzayo kuyindlela engcono kakhulu yokuheha abantu nokubakholisa ukuthi bathenge kuwe. Njengoba umkhangisi wezokukhangisa ohlonishwayo uDan Wieden ake asho: “Abantu abazithengi izimpahla nezinkonzo. Bathenga ubudlelwano, izindaba nemilingo.”
Ukwenza uphawu okusebenzayo kusiza izethameli zakho ezihlosiwe zihlobane nomlayezo wakho, indaba, futhi ekugcineni, imikhiqizo yakho. Ake sibheke izibalo ezithile mayelana namandla okwenza uphawu:
- Ukugcina ukungaguquguquki komkhiqizo kungaba nomthelela ekukhuleni kwemali engenayo ngo 20%
- 77% kwabantu abathenga kumabhrendi ababona njengokwabelana ngamavelu afanayo
- 64% yabathengi bafuna ukuzizwa bexhumene nemikhiqizo, futhi u-49% ulindele ukuthi imikhiqizo ihlanganise abantu ndawonye ukuze bafinyelele umgomo okwabelwana ngawo
- 64% wamakhasimende azizwa exhumene nemikhiqizo yawo ayintandokazi achaza amanani okwabelwana ngawo, kuyilapho u-13% kuphela ocaphuna ukusebenzelana okuvamile njengesizathu sokuba nobudlelwano nemikhiqizo.
Ngaphandle kokufaka uphawu, awunakho ukuxhumana noma ukuxhumana okungokomzwelo namakhasimende akho. Kunalokho, ufana kakhulu nomuntu onemikhiqizo embalwa futhi oqasha kuphela isikhala ukuze ayithengise. Umsebenzi wakho we-ecommerce uyindaba nje yezentengiselwano, hhayi ibhizinisi elizinze kahle elinomlayezo nenjongo.
Kunomehluko omkhulu phakathi kokuthengisa imikhiqizo “esitolo” esiku-inthanethi “osiqashayo” kumnikezeli wokubamba iwebhu, nokwakha uhlobo olubalulekile lwe-ecommerce okungelakho futhi olunomlayezo nencazelo ngemuva kwalo.
Izibalo zibonisa lokho I-90% yamabhizinisi e-ecommerce ayahluleka. Lokho kulindelekile uma iningi labantu livula amabhizinisi abo e-ecommerce ngokufuna umkhiqizo ophumelelayo, ukudala isitolo se-inthanethi, bese besikhangisa ngaphandle kwendaba, umlayezo, noma umqondo.
Yebo, kungenzeka ukuthengisa okuhle uma umkhiqizo uthandwa ikakhulukazi futhi ufunwa, kodwa ngeke uhlale isikhathi eside, futhi kuzodingeka ufune omunye umkhiqizo, njalonjalo. Ngaphandle kokufaka uphawu, uzontula isiqondiso nokungaguquguquki kwebhizinisi lakho le-ecommerce. Ngaphandle kokufaka uphawu, ungumthengisi, hhayi umnikazi webhizinisi.
Ulwakha kanjani uhlobo olunamandla lwe-ecommerce?
Kubalulekile ukubeka isikhathi nomzamo ekwakheni umkhiqizo wakho we-ecommerce. Abantu kufanele bahlobanise umsebenzi wakho we-ecommerce nesethi yemizwa nemilayezo eyakhayo, ngethemba lokukusiza ukuthi uphumelele izimbangi zakho futhi unikeze inzuzo yokuncintisana ngaphandle kwekhwalithi yemikhiqizo yakho, intengo, njll.
Yiziphi izibhlokhi zokwakha zomkhiqizo we-ecommerce?
Izinto ezintathu eziyinhloko zomkhiqizo we-ecommerce ophumelelayo uwumongo, umlayezo, kanye nobunikazi obubonakalayo.
Ukwakha umkhiqizo oqinile kuncike ekuchazeni kuqala lezi zakhi. Kulesi sigaba, sizokwabelana ngamathiphu nezivivinyo zokusetha amabhlogo wokwakha womkhiqizo wakho we-ecommerce.
1# Khomba izethameli oziqondise
Akunakwenzeka ukwakha uhlobo oluqinile ngaphandle kokwazi izethameli oziqondise. Lokhu kuchazwa njengeqembu elithile labantu okungenzeka bathole inani lomkhiqizo wakho futhi bawukhethe kunemikhiqizo efanayo emakethe.
Ukuze uhehe leli qembu elithile labantu, udinga ukwenza umkhiqizo wakho uhambisane nawo. Ngisho noma uthengisa okuthile “noma ubani” angakusebenzisa, akunakwenzeka ukudala uhlobo oluhambisana nawo wonke umuntu nanoma ubani.
Indlela engcono kakhulu ukugxila emakethe ye-niche kanye nezithameli ezithile futhi ubazi ngangokunokwenzeka. Udinga ukuphendula imibuzo elandelayo:
- Kungani izithameli zami engiziqondise zidinga noma zifuna umkhiqizo wami? Futhi umkhiqizo wami uzobazuzisa kanjani futhi wengeze inani ezimpilweni zabo?
- Izithameli zami engizihlosile zifana ngani?
- Yimiphi imikhiqizo abayisebenzisayo ngaphambi kokuba bathole umkhiqizo wami?
- Izithameli zami engiziqondise zithola kuphi ulwazi lwazo?
Iluphi uhlobo lokuxhumana abalukhethayo?
Iphuzu liwukuthola okuqondile nokunemininingwane ngangokunokwenzeka. Ngokwazi kangcono izethameli zakho okuhloswe ngazo ukwedlula izimbangi zakho, uzokwazi ukubaheha futhi udale uhlobo oluhambisana nazo.
Ungenza futhi i- umuntu wokuthenga ukukusiza ukuthi uqonde izethameli ozihlosile nokuthi zibhekani kumkhiqizo.
2# Chaza umnyombo womkhiqizo wakho (inhloso, umbono, umgomo, amanani)
Lezi zici ziyisisekelo somkhiqizo oqinile, futhi ziyizici ezibalulekile zawo wonke amakhasi "Mayelana" ayimpumelelo. Phendula imibuzo elandelayo ukuze uchaze isici ngasinye:
- Injongo: Kungani umkhiqizo wami ukhona?
- Umbono: Hlobo luni lwekusasa esifuna ukulenza njengomkhiqizo?
- Isithunywa: Sizolidala kanjani leli kusasa?
- Amanani: Yiziphi izimiso eziqondisa izinqumo zethu njengophawu?
Ngokwenza lo msebenzi, manje usunomongo womkhiqizo wakho, okuyilokho abantu abazoxhumana nakho. Ake sithathe Casper njengesibonelo. UCasper uthengisa imibhede, kodwa okwenza igqame esitolo se-inthanethi esithengisa imibhede umbono nenjongo ngemuva komsebenzi wayo wokuthengisa:
- Injongo: Silapha ukuze sivuse amandla omhlaba ophumule kahle
- Umbono: Ukuletha injabulo embonini ekhathele (sifuna umhlaba uthande ukulala njengoba senza)
- Isithunywa: Sibeka izinga elisha ekwakhiweni kokulala
Ake sibheke esinye isibonelo. IKEA yibhizinisi elithengisa ifenisha, kodwa ukufaka uphawu okunamandla kube nomthelela empumelelweni yalo:
- Injongo: Silapha ukuze senze umehluko omuhle ezimpilweni zabantu
- Umbono: Ukudala impilo engcono yansuku zonke yabantu abaningi
- Isithunywa: Sinikeza ngezinhlobonhlobo zemikhiqizo eklanywe kahle, esebenzayo yefenisha yasekhaya ngamanani aphansi kangangokuthi abantu abaningi ngangokunokwenzeka bazokwazi ukuyikhokhela.
- Amanani: Ubulula, ukuhlangana, ukuqonda izindleko (chofoza lapha ukuze ufunde amanye amanani abo)
Isinyathelo sesi-3: Dala iNdaba yomkhiqizo wakho
Sonke siyawazi amandla okuxoxa indaba. Around 73% yabakhangisi bakholelwa ukuthi ukuxoxa izindaba kuthuthukisa ukusebenza kwemikhankaso yabo yokuthengisa okuqukethwe.
Ukuba nendaba yomsebenzi wakho we-ecommerce kuyinsika ebalulekile yomkhiqizo wakho. Lokhu akusho ukudala indaba mbumbulu. Kungcono ukwenza eyodwa kusuka kokuhlangenwe nakho kwakho, uthando lwakho, nezinkolelo zakho.
Kunezindlela eziningi zokwenza lokho:
o Indaba yokwakha ibhizinisi lakho le-ecommerce, imizabalazo onayo, nokuthi ukwazile kanjani ukulethula nokusabalalisa umlayezo wakho emhlabeni
o Intshisekelo onayo mayelana ne-niche yakho nalokho okuthengisayo, nokusebenzisa lokho ukwenza indaba ekhangayo yabantu ababelana ngothando olufanayo nawe
o Umzabalazo obunawo ngaphambi kokuthola isixazululo ibhizinisi lakho elikunikezayo
o Ukusebenzisa isifiso sakho sokusiza umphakathi noma ukuvikela imvelo ukuze iphenduke indaba yokuthi leso sifiso sikuholele kanjani ukuthi uqale ibhizinisi lakho
Ungafunda kabanzi mayelana amasu okuxoxa indaba ungasebenzisa ukwenza indaba emnandi abantu abazonandisa ngayo.
Isinyathelo sesi-4: Yakha ubuntu bomkhiqizo wakho
Ubuntu bomkhiqizo wakho isethi yezici nezimo zengqondo ezivela ekukhangiseni kwakho, ukuxhumana, ukuma, nalapho ibhizinisi lakho lisebenzisana namakhasimende. Kubalulekile ukuqaphela ukuthi ubuntu bomkhiqizo (kanye nokufaka uphawu ngokujwayelekile) akuyona into engaguquki; kufanele ithuthuke futhi ithuthuke njengoba ibhizinisi lakho likhula.
Ukwakha ubuntu bomkhiqizo wakho, udinga ukuphendula le mibuzo futhi uqhubeke uvuselela futhi ubuyekeza izimpendulo zakho, ubuza isikhathi ngasinye:
· Obani abantu abaxhumana nomkhiqizo wami, futhi ngifuna bazizwe kanjani?
Lona ukhiye wokunquma isimo sengqondo somkhiqizo wakho. Isibonelo, uhlobo lwe-skincare olufuna bonke abantu besifazane bazizwe bebahle kufanele lube nesimo sengqondo "sokuhlomisa abesifazane," kuyilapho uhlobo lwempilo oluthengisa abahleli lungase lufune ukuba nesimo sengqondo sokugqugquzeleka, ukukhuthaza, nokuzithuthukisa.
· Siyini isiphakamiso sami sokubaluleka?
Isiphakamiso senani lakho siyisici esibalulekile ekufakweni komkhiqizo wakho, futhi siyadingeka uma uchaza ubuntu bomkhiqizo wakho. Udinga ukwenza umzamo odingekayo ekuchazeni isiphakamiso senani lakho nokudala isitatimende saso. Noma kunjalo, ngenjongo yokwenza ubuntu bomkhiqizo wakho, ungabhala isitatimende senani lakho ngale ndlela: Sisiza u-X (izithameli eziqondiwe) ukuze azuze u-Y (umbono) ngokunikeza u-Z (injongo).
Lo musho omfushane uhlanganisa lokho okwenziwa yibhizinisi lakho le-ecommerce, ikusiza ukuthi wazi ukuthi ibuphi ubuntu obukufanelayo, nokuthi ubunjani i-brand archetype ifana nomsebenzi wakho.
· Yiziphi izici ezintathu kuya kweziyisihlanu ezichaza umkhiqizo wakho?
Njengomuntu, uphawu lwakho kufanele lube nezici eziluchazayo. Ngokwesibonelo, ibhizinisi elithengisa amathoyizi ezingane lingase lichazwe “njengelimnandi,” “elidlalayo,” nelithi “elifuna ukwazi.”
· Buyini ubuntu bemikhiqizo yami eqhudelanayo?
Imikhiqizo eminingi ye-ecommerce ithatha ubuntu obufanayo, ngakho leli yithuba lakho lokugqama.
Bheka ngokujulile izimbangi zakho futhi uhlaziye ubuntu bomkhiqizo wabo. Ukwenza iphrofayela (okufana nokuzivocavoca komuntu othengayo) kuzokusiza ukuthi ubone ubuntu nethoni yomuntu ngamunye oqhudelana naye futhi udale ubuntu bakho bomkhiqizo obuhlukile ngokudala ubuntu bomkhiqizo okholelwa ukuthi imakethe yakho yemakethe ayikho.
· Yimaphi amabhrendi owathandayo nohlobene nawo? Yimaphi amabhrendi ongawathandi?
Bheka imikhiqizo oyithandayo futhi ube nobudlelwano nayo, kokubili ku-niche yakho hhayi. Thola ukuthi lezo zinkampani zenzani ukuze uvuse imizwa emihle ngaphakathi kuwe futhi ufunde ukuthi yiziphi izinqubo ezizisebenzisayo ukuze uzuze lobu buntu bomkhiqizo. Ungangeza lezo zinqubo enqubweni yakho yokufaka uphawu ukuze ukhuthaze imizwa efanayo kuzithameli zakho eziqondiwe.
Isinyathelo sesi-5: Dala ubuwena obubonakalayo obuqinile
Ubunikazi obubonakalayo buyinto ebalulekile yokubeka uphawu. Ngokuvumelana ne Qala kabusha, ukusebenzisa umbala wesiginesha kungakhuphula ukuqashelwa komkhiqizo ngo-80%. Ngakho-ke, kufanele ubeke umzamo kubunikazi bomkhiqizo wakho ngokufana nengqikithi yomkhiqizo kanye nomlayezo.
Ubunikazi obuhle obubonakalayo kufanele bube:
- Kuyavumelana: Ifane kuzo zonke izinkundla (amabhrendi agcina ukuvumelana anjalo 3.5 izikhathi okungenzeka zibe nokubonakala komkhiqizo)
- Kuyaqondakala: Qondanisa nezinto zangaphambilini zokubeka uphawu esizihlanganise. Kufanele kube ngokwemvelo, kube enembile, futhi kugcwalise ubuntu bomkhiqizo wakho.
- I-Flexible: Ukwazi ukuzivumelanisa nokukhula nanoma yiziphi izinguquko ezingase zenzeke kumkhiqizo wakho
Izinto ezibalulekile zobunikazi bomkhiqizo yilezi:
- Ilogo: Kunezinhlobo eziningi zamalogo. Izinto ezibalulekile ilogo yakho okufanele ibe yiyo zilula, azikhumbuleki, futhi zibonisa ubuntu bomkhiqizo wakho. Izibalo zibonisa lokho 42% yabathengi babona amalogo njengendlela yokusiza ukudlulisa ubuntu bomkhiqizo.
- Imibala: Imibala yebhrendi incike ebuntwini bayo nasemlayezweni ngoba umbala ngamunye unencazelo nomuzwa owudluliselayo. Umthetho omuhle wesithupha uwukuba nombala owodwa oyinhloko kanye nemibala yesibili engu-2-3 kumkhiqizo wakho.
- Ukuthayipha: Amafonti owasebenzisayo ekwenzeni uphawu lwakho ancike ezintweni eziningi. Isibonelo, uhlobo lobuhle noma ukuhlotshiswa kwekhaya kufanele kusebenzise amafonti amahle, kuyilapho amanye amabhrendi kufanele asebenzise amafonti asebenzayo noma akudala.
- Isithombe: Izithombe ozisebenzisayo esitolo sakho se-inthanethi namakhasi enkundla yezokuxhumana ziyingxenye ebalulekile yenqubo yakho yokufaka uphawu. Around 41% yabathengi be-inthanethi base-US bathi ikhwalithi yesithombe (nezincazelo zomkhiqizo) iyisizathu esiphezulu-ezintathu lapho ukhetha ukuthi uzothenga kuphi.
Qala ukubhrenda ibhizinisi lakho le-ecommerce…
Ukutshala isikhathi, umzamo, kanye nemali ekwakheni uhlobo oluqinile lwebhizinisi lakho le-ecommerce kuyafaneleka. Ukumaketha okusebenzayo kwe-ecommerce kunciphisa izindleko zokutholwa kwamakhasimende futhi kuthuthukisa ukugcinwa kwamakhasimende, futhi indlela engcono kakhulu yokufaka igama lebhizinisi lakho le-ecommerce ukulandela indlela ephelele ukuze ube nomkhiqizo ongaguquki, onomthelela, futhi onamandla.
Ukuze uthole amathiphu amaningi okuthi ungawuthuthukisa kanjani umdlalo wakho we-ecommerce, qiniseka ukuthi ubuya njalo I-Cooig.com Iyafunda.
