Imakethe yezimpahla ezipakishwe ngabathengi (CPG) inokuncintisana kakhulu, njengoba izinkampani eziningi zilwela ukunakwa kwabathengi abajwayelekile. Eminyakeni yamuva, amabhizinisi amaningi kulo mkhakha afune ukuvikela ingxenye enkulu yemakethe ye-CPG.
Lokhu kusho ukuthi amabhizinisi anethemba lokuba amabhrendi e-CPG kumele athole izindlela zokuzehlukanisa kwabanye. Ukudala isu lokumaketha le-CPG elisebenzayo yindawo enhle yokuqala. Lesi sihloko sinikeza izinto ezinhlanu okufanele uzenze lapho udala isu elisebenzayo kanye nezinqubo ezimbili ezinhle kakhulu ongazilandela ukuze uthuthukise impumelelo yakho ye-CPG ngo-2025.
Okuqukethwe
Ayini ama-CPG, futhi ungawahlukanisa kanjani kwezinye izimpahla?
Ukubheka imboni yezimpahla ezipakishwe ngabathengi
5 okuthrendayo shpaing umthengi ezipakishwe imakethe
Ukumaketha kwe-CPG: Izinto ezi-5 okufanele zenziwe ukuze uthole isu elisebenzayo
Izindlela ezi-2 ezihamba phambili zokusiza ukudala uhlelo lokumaketha lwe-CPG olusebenzayo
Amazwi wokugcina
Ayini ama-CPG, futhi ungawahlukanisa kanjani kwezinye izimpahla?
Ama-CPG amboza yonke imikhiqizo abantu abayisebenzisa nsuku zonke futhi badinga ukuyithenga njalo ngoba ayihlali isikhathi eside. Izibonelo zifaka izimonyo, izingubo zokugqoka, iziphuzo, izinto zokunakekela, ukudla, imithi, nezinto zokuhlanza. Imvamisa, abathengi bathola le mikhiqizo kubadayisi abaku-inthanethi, izitolo ezibonakalayo, kanye nezinkundla zokuxhumana.
Izimpahla ezipakishwe ngabathengi ziwela ngaphansi kwesigaba "sento elula" ngenxa yokutholakala kwazo okubanzi kanye nokusebenziseka kalula. Njengoba le mikhiqizo idinga ukucabanga okuncane ngaphambi kokuthenga, abathengisi bafaka amashalofu esitoko ngokugcwele. Lokhu kwenza kube lula kubathengi ukuthi bathole futhi bathenge lezi zinto ngokushesha nje lapho sebedinga ukuphinda bathenge.
Kodwa kukhona okwengeziwe. Lezi zinto zansuku zonke ngokuvamile azibizi kubantu abaningi. Abakhiqizi nabo benza futhi badayise amanani amakhulu ukugcina lezi zimpahla zitholakala kabanzi. Yonke imikhiqizo elingana nalezi zincazelo yizimpahla ezipakishwe ngabathengi.
Ukubheka imboni yezimpahla ezipakishwe ngabathengi
Imboni yezimpahla ezipakishwe ngabathengi (CPG) iyisisusa esibalulekile somnotho wase-US, esinegalelo elikhulu emisebenzini nasekukhuleni komnotho. Kuyathakazelisa ukuthi isekela imisebenzi eyizigidi ezingama-20.4 ezweni lonke.
Ukwengeza ekudaleni amathuba emisebenzi, umkhakha we-CPG ufaka isamba esikhulu samadola ayizigidi eziyizinkulungwane ezimbili zamadola ku-GDP yezwe. Umthelela wemboni uboniswa ngobukhulu bayo bemakethe. Ngo-2, ochwepheshe babazisa i- imakethe ye-CGP yomhlaba wonke lingama-2.132 US dollar. Balindele ukuthi lesi sibalo sikhuphuke kakhulu, sifinyelele ku-US$ 3.171 trillion ngo-2032 ngenani lokukhula elihlanganisiwe lonyaka elingu-4.1% (CAGR).
Amathrendi angu-5 abumba imakethe yezimpahla ezipakishiwe zabathengi
1. Ithonya elikhulayo lemidiya ye-inthanethi ezinqumweni zokuthenga zabathengi
Ngaphezulu Abantu abayizigidi eziyizinkulungwane ze-5.07 ezinkundleni zokuxhumana ngo-2024, umthelela wayo usuvele usabalele ezinqumweni zokuthenga zabathengi. Abathengi baya ngokuya bathembela kumasayithi wenkundla yezokuxhumana, izinhlelo zokusebenza, abagqugquzeli, nezitolo eziku-inthanethi ukuze bacwaninge futhi bathenge imikhiqizo ebalulekile.
2. I-uptick ekuthengeni ku-inthanethi ngenxa yokufaneleka
Abathengi baya ngokuya bekhetha isipiliyoni sokuthenga esingenamthungo ngoba bayakwazisa ukuthenga okusheshayo nokuletha izinto ngqo emnyango wabo. Lokhu lula kwenza ukuthenga ku-inthanethi kube inketho ekhangayo kakhulu yezimpahla ezipakishwe ngabathengi.
3. Intshisekelo eyengeziwe emikhiqizweni ehlobene nezempilo nemikhiqizo ekhuthaza ukusimama
Ngisho noma umphumela wenkathi yokuvala ijubane uncipha, abathengi basabeka phambili izinqumo ezithinta impilo. Ngasikhathi sinye, amabhrendi azibophezele ekusimameni aqophe ukwanda kokuthengisa, njengoba ucwaningo lukhombisa 44% yabathengi kungenzeka ukuthi bathenge emabhizinisini aqaphela imvelo.
4. Uguquko olubonakalayo olubheke kumalebula ayimfihlo ngaphezu kwemikhiqizo edumile
Abathengi abaningi bathole lokho amalebula esitolo zinikeza ikhwalithi engcono/ukusebenza noma zisezingeni elifanayo nemikhiqizo edumile kuyilapho zithengeka. Ngakho-ke, kunoshintsho olukhulu oluya kumalebula ayimfihlo, oludlulela emikhiqizweni ye-CPG.
5. Ukukhuphuka kwamakhodi e-QR
Amakhodi e-QR aya ngokuya aduma embonini ye-CPG. Lokhu kukhula kuveza ithuba elihle lemikhiqizo ye-CPG yokudala ukuzizwisa kwamakhasimende okuhlukile nokuhehayo ngamakhodi e-QR.
Ukumaketha kwe-CPG: Izinto ezi-5 okufanele zenziwe ukuze uthole isu elisebenzayo
Njengakunoma yimuphi omunye umkhakha, umgomo oyinhloko wokumaketha kwe-CPG ukuheha nokugcina amakhasimende, ukukhulisa ukuthengisa, nokukhulisa ibhizinisi. Ukudala isu elisebenzayo kuhlanganisa imisebenzi eyahlukene engenzeka ungaxhunyiwe ku-inthanethi noma ku-inthanethi.
Izinkampani zingasebenzisa iziteshi ezihlukene ukusabalalisa imizamo yazo yokumaketha, njengezikhangiso ze-billboard, inkundla yezokuxhumana ekhokhelwayo, ukumaketha kokuqukethwe, noma ukumaketha kwe-organic. Nazi izinto ezinhlanu abathengisi okufanele bazenze ukuze bathole isu lokumaketha le-CPG elisebenzayo.
1. Qonda umthengi
Okokuqala, izinhlobo ze-CPG kufanele ziqonde izethameli eziqondiswe kubo. Kufanele bacwaninge ngeminyaka yabo, ubulili, indawo, umsebenzi, kanye neholo. Lokhu kuzobasiza ukuthi baqonde lokho abakukhathalelayo, izithakazelo zabo, izidingo zabo, izifiso, nezinselele. Imikhiqizo ye-CPG ingaqoqa le mininingwane ebalulekile ngocwaningo lwemakethe nezinhlolovo zabathengi.
2. Yakha isithombe esiqinile somkhiqizo
Ngemakethe yanamuhla eqhudelanayo ye-CPG, ukwakha uhlobo oluqinile ukuphela kwendlela amabhizinisi angagqama ngayo. Ibhrendi esungulwe kahle futhi isiza ukwakha ukwethembana nokwethembeka kumakhasimende ngokuhamba kwesikhathi.
Abathengisi bangasenza kanjani isithombe esiqinile somkhiqizo? Qala ngokwenza indaba egqamisa umlando womkhiqizo, inhloso, nomsebenzi. Okulandelayo, dala uphawu lomkhiqizo olungaguquki futhi olukhangayo olunelogo eyingqayizivele, isikimu sombala, izithombe, ne-typography.
Ungakhohlwa ukwenza izwi elihambisana nobunikazi bomkhiqizo futhi elixhumene nezethameli eziqondiwe. Uma amabhizinisi esenalezi zici, kufanele abelane ngazo kuzo zonke iziteshi, okuhlanganisa ukukhishwa kwezindaba kanye nenkundla yezokuxhumana. Bangakwazi futhi ukusebenzisana nabathonya ukuze bandise ukufinyelela kwabo.
3. Hlukanisa umkhiqizo
Ubunikazi bomkhiqizo obuhlukile bubalulekile, kodwa kubalulekile kuphela uma imikhiqizo idonsa amehlo omthengi. Yilapho ukuhlukaniswa kwemikhiqizo kungena khona. Imikhiqizo kufanele icabangele ukuthi yini eyenza imikhiqizo yabo igqame futhi bayengeze emlayezo wabo wokumaketha.
Ingabe anakho ukunambitheka okuyingqayizivele noma izinzuzo ezengeziwe? Ingabe apakishwe ngendlela eqhubekayo noma eguquguqukayo? Ingabe imikhiqizo inekhwalithi ehlukile? Lezi zici zingasiza ukwenza imikhiqizo yomkhiqizo ikhange kakhulu futhi ikhuthaze abathengi ukuthi bayikhethe kunomncintiswano.
4. Sabalalisa umkhiqizo ngempumelelo
Ukusatshalaliswa komkhiqizo okusebenzayo nakho kubalulekile ekukhangiseni kwe-CPG. Umgomo uwukuqinisekisa ukuthi amakhasimende angakwazi ukuthenga kalula imikhiqizo yomkhiqizo nomaphi lapho ethenga khona. Khumbula, ukuthembela ezitolo ezivamile (njengezitolo ezinkulu nezitolo ezithengisa izinto ezilula) akusanele.
Imikhiqizo ye-CPG kufanele futhi ingene ezimakethe eziku-inthanethi ezifana ne-Etsy ne-Amazon ukuze kuthuthukiswe ukuthengiswa ku-inthanethi. Ukudala isiteshi sokuthengisa esiqondile, njengokusetha isitolo se-inthanethi kumawebhusayithi abo ukuze sifinyelele amakhasimende ngokuqondile, kubaluleke nakakhulu.
5. Nyusa! Khuthaza!! Nyusa!!!
Ukwandisa ukusatshalaliswa komkhiqizo nokumisa iziteshi zokuthengisa eziqondile kuyingxenye yochungechunge lokumaketha lwe-CPG. Imikhiqizo kufanele futhi igxile emizamweni eqinile yokuphromotha. Lokhu kufaka phakathi ukukhangisa, ubudlelwano bomphakathi, amaphromoshini okuthengisa, nokumaketha okuqondile. Le misebenzi ibalulekile futhi ekugqamiseni izinzuzo zomkhiqizo womkhiqizo, ukukhulisa ukufunwa, nokuheha amakhasimende amasha.
Izindlela ezi-2 ezihamba phambili zokusiza ukudala uhlelo lokumaketha lwe-CPG olusebenzayo
1. Hlala ukulungele ukuzivumelanisa nezimo
Amabhrendi e-CPG kufanele ahlale eguquguquka futhi elungele ukulungisa indlela yawo ukuze ahlale ebambekile. Nansi yonke into engabasiza ukuthi bahlale ngaphambi komncintiswano.
- Buka amathrendi emakethe: Imikhiqizo ye-CPG kufanele iqaphe amathrendi. Lokhu kubasiza ukuthi bahlale bephambili futhi balindele izinguquko kokuncanyelwayo kwabathengi.
- Gada izimbangi zakho: Izinkampani kufanele zihlole njalo imisebenzi yezimbangi zazo, njengemikhiqizo emisha, amanani, namasu okumaketha. Lena indlela enhle yokuthola izikhala zemakethe, ukukala ukusebenza kokumaketha, nokugqama.
- Lalela impendulo yekhasimende: Ukwaneliseka kwekhasimende kubalulekile. Ngakho-ke, amabhrendi kufanele acabangele lokho amakhasimende akushoyo ukuze athuthukise imikhiqizo yawo futhi abhekane nezidingo/ukukhathazeka kwawo.
- Lungela ukuzivumelanisa nezimo: Ukuthi ushintsha imigqa yomkhiqizo, ukulungisa imizamo yokumaketha, noma ukuhlola iziteshi ezintsha zokuthengisa, ukuzivumelanisa nezimo kusiza amabhrendi e-CPG akhulise amathuba futhi abhekane nezinselele ngempumelelo.
2. Yenza izinqumo eziqhutshwa yidatha
Umkhankaso wokumaketha we-CPG awukwazi ukuphumelela ngaphandle kokuhlaziywa kwedatha. Isibonelo, idatha yokuthengisa ingabonisa amabhizinisi ukuthi yimiphi imikhiqizo eyenza kahle nokuthi yimiphi engenzi kahle. Idatha yekhasimende futhi ingabasiza baqonde izibalo zabantu, ukuziphatha kokuphequlula, nomlando wokuthenga, okuvumela amabhrendi ukuthi enze imilayezo yawo yokumaketha afanele futhi athuthukise ukusebenzelana kwawo.
Amazwi wokugcina
Njengoba izimfuno zabathengi zivela njalo, imakethe ye-CPG ihlala iyimboni enamandla edinga ukuzivumelanisa nezimo okuningi. Amabhizinisi kufanele asungule ngokuqhubekayo ukuze ahlomule enzuzweni ephambene yemakethe futhi akhuthaze abathengi ukuthi bawakhethe ngaphezu kwabanye. Ngokujabulisayo, amasu okuxoxwe ngawo kulesi sihloko angasiza amabhrendi e-CPG adonse amehlo amaningi futhi agqame naphezu kokuncintisana okucindezelayo.
