Uqoqosho lobhaliso lutshintshe ngendlela emangalisayo indlela abantu abasebenzisa ngayo iimveliso kunye neenkonzo, ukusuka kulonwabo ukuya kwi-e-commerce. Ehlabathini apho ukulungeleka kuyinkosi, ukubhaliswa kukukhetha okukhangayo, okuvumela abathengi ukuba bafikelele kumxholo ongenamkhawulo okanye iinkonzo ngentlawulo ephantsi. Kodwa leliphi ilizwe elichitha imali eninzi kwimirhumo?
Ngokungamangalisiyo, i-United States inkqenkqeza phambili kwibhodi yabaphambili yehlabathi, ibalelwa kuma-53% enkcitho yomrhumo wehlabathi. Eli nqaku lijonga ukuba kutheni i-US ikhokela kwesi sithuba, zeziphi iintlobo zeenkonzo ezilawula imarike, kwaye amanye amazwe aqhuba njani. Siza kuphonononga kwakhona ukuba iimeko zoqoqosho nezenkcubeko zibumba njani ezi ntsingiselo kunye nokuba kutheni ukudinwa kobhaliso kunokuba yinkxalabo ekhulayo.
Isizathu Sokuba Imirhumo Isanda
Iimodeli zokubhalisa ziye zafumana ukuthandwa ngenxa yezizathu ezibini eziphambili: ukulungeleka kunye nokuqikelelwa. Kubathengi, ukubhalisa kuthetha ukuba akukho mfuneko yokuba bakhathazeke ngokuthengwa kwexesha elinye okanye ukufikelela ngokungaqhelekanga. Kumashishini, umrhumo uqinisekisa ingeniso ezinzileyo, ebavumela ukuba bakhule ngokufanelekileyo.
Ukutshintshela kumaqonga edijithali-okukhawuleziswa ngubhubhani we-COVID-19-kukhuthaze ukwanda okukhulu kokubhaliselwa kwedijithali. Nokuba yeyokusasaza, iinkonzo zelifu, okanye ukuhanjiswa kokutya, abantu ngoku bathembele kakhulu kwiimodeli zobhaliso kubomi babo bemihla ngemihla.
I-US: INkokeli yeHlabathi kwiNkcitho yoMrhumo
I-United States ibalasele ngotyalo-mali lwayo olukhulu kwiinkonzo zokurhuma. Ngokweengxelo zentengiso, amakhaya aseMelika anomyinge wemirhumo elithoba esebenzayo nangaliphi na ixesha. Ezi zisuka kulonwabo ukuya kwimpilo kunye nokomelela, ukwenza ubhaliso lube yinxalenye ebalulekileyo yendlela yokuphila yaseMelika.
1. UbuNkokeli bobuGcisa
Iingxilimbela Tech ezifana Netflix, I-Amazon, kunye ne-Apple baye baphayona imodeli yokubhalisa, ibeka imigangatho yehlabathi yokuzibandakanya kwabathengi. I-US ayizalanga kuphela uninzi lwezi nkonzo kodwa iyaqhubeka ukukhokela kuphuhliso lwazo, kunye nezinto ezintsha ezintsha kumxholo owenziwe ngumntu kunye nokudibanisa.
2. Iziseko ezingundoqo zeDijithali
I-US izidla ngokuba sesona siseko sedijithali siphuhliswe kakhulu kwihlabathi. Nge-intanethi ethembekileyo, enesantya esiphezulu efumaneka ngokubanzi, abathengi bathambekele ngakumbi ekubhaliseni iinkonzo ze-intanethi njengeNetflix, iHulu, kunye neSpotify. Ngokutsho kwe-ExpressVPN, inqanaba eliphezulu loqhagamshelwano e-US linegalelo ngokuthe ngqo ekwandeni kweenkonzo zobhaliso lwedijithali.
3. UMvuzo oLahlwayo ophezulu
Abantu baseMelika bayonwabela ingeniso ephezulu yokulahlwa, ebenza bakwazi ukuchitha ngaphezulu kwiinkonzo ezingabalulekanga njengolonwabo kunye ne-e-commerce. Oku kwenza iinkonzo zorhumo-ezihlala zibonwa njengobunewunewu kwamanye amazwe-zifikeleleke ngakumbi kumndilili wekhaya lase-US.
4. Iinkonzo ezahlukeneyo zoMrhumo
Ukusuka ekusasazeni ukuya ekudlaleni ukuya komelela, abantu baseMelika banokufikelela kuluhlu olumangalisayo lokhetho lokubhalisela. Iinkonzo ezifana ne-Amazon Prime, edibanisa ukuthunyelwa kwamahhala, ukusasazwa, kunye nezivumelwano ezikhethekileyo, ziye zaba zezona zibalulekileyo zekhaya, ngenxa yeempawu zabo ezongeziweyo.
Iindidi zoMrhumo ezidumileyo e-US
1. Ukusasazwa kwevidiyo
Mhlawumbi oyena mqhubi ubalulekileyo wokuchitha umrhumo kukusasazwa kwevidiyo. INetflix, iDisney +, iVidiyo yeNkulumbuso yeAmazon, kunye neHBO Max zilawula kwesi sithuba. Uphando lubonisa ukuba iipesenti ezingama-69 zamakhaya aseMelika abhalisela ubuncinci inkonzo yokusasaza ividiyo. Ukufumaneka komxholo okhethekileyo kugcina abathengi benxilile, bahlala bebhalisela kumaqonga amaninzi ukufikelela kuyo yonke imiboniso abayithandayo.
2. Ukusasazwa koMculo
Iinkonzo ezifana neSpotify kunye neApple Music ziye zayiguqula indlela abantu abaphulaphula ngayo umculo. ISpotify, enababhalisi abahlawulwayo abangaphezu kwezigidi ezili-172 kwihlabathi liphela, ihlala iyeyona nkonzo idumileyo yokusasaza umculo e-US, apho amakhaya amaninzi anokubhaliswa komculo omnye osebenzayo.
3. I-E-Commerce kunye nokuhanjiswa kokutya
I-Amazon Prime yinkokeli ephawulekayo kwesi sithuba, kunye nezigidi zababhalisi base-US bonwabele ukuhanjiswa ngokukhawuleza kunye nokufikelela kwizivumelwano ezizodwa. Ezinye iinkonzo ezidumileyo ziquka iikiti zokutya ezifana ne-HelloFresh kunye neBlue Apron, ebone ukunyuka okubalulekileyo ngexesha lo bhubhani.
4. Imidlalo yomdlalo
Iinkonzo zokurhuma ziye zaba yimfuneko kushishino lokudlala. Amaqonga afana neXbox Game Pass kunye nePlayStation Plus zibonelela ngokufikelela kumathala eencwadi amakhulu ngomrhumo wenyanga. Imodeli yobhaliso lokudlala iya idume ngakumbi njengoko abathengi bekhetha ukufikelela kubunini.
Abakhuphisana behlabathi: iYurophu kunye ne-Asia Ukubamba phezulu
Ngelixa i-US ikhokela kwinkcitho yobhaliso, iYurophu neAsia azikho ngasemva. Yomibini le mimandla ifumana ukukhula okukhawulezayo kweenkonzo ezisekelwe kumrhumo.
1. Yurophu
EYurophu, amazwe afana neJamani, iUnited Kingdom, kunye neSweden angabadlali abaphambili kuqoqosho lokubhalisela. ISpotify, eyaqala eSweden, iyaqhubeka nokulawula ukusasazwa komculo kwihlabathi liphela, ngelixa ezinye iinkonzo ezifana neAmazon Prime zisanda ukuthandwa eYurophu.
2. Asiya
E-Asiya, amazwe afana neTshayina, iJapan, noMzantsi Korea afumana ulwando olukhawulezayo lwemirhumo. E-China, iinkampani ezifana ne-Alibaba kunye ne-JD.com zihamba phambili kwiinkonzo zokubhaliselwa kwe-e-commerce, ezinikezela ukuhanjiswa kweprimiyamu kunye nokufikelela kwizivumelwano ezizodwa. Ngeli xesha, iNetflix yaseJapan kunye namanye amaqonga osasazo asekhaya afumana ngokuthe ngcembe ababhalisi.
Impembelelo yemirhumo kwiNdlela yokuziphatha yaBathengi
1. ULula phezu koBunini
Imirhumo itshintsha indlela abathengi abacinga ngayo ngobunini. Endaweni yokuthenga imveliso okanye inkonzo ngokuthe ngqo, abantu ngoku bakhetha ukufikelela okuthe gqolo, nokuba kumajelo eendaba, isoftware, okanye izinto eziphathekayo. Olu tshintsho lubonakala ngakumbi kumashishini afana nokusasazwa kwevidiyo, apho abathengi bakhetha umrhumo othe tyaba wenyanga kunokuthenga imiboniso bhanyabhanya okanye imiboniso bhanyabhanya.
2. Iinkonzo zokuhlanganisa
Ukubonelela ngexabiso elithe kratya, iinkampani ziya ziqokelela iinkonzo kunye. Ngokomzekelo, i-Amazon Prime idibanisa ukusasazwa kwevidiyo, umculo, kunye neenzuzo ze-e-commerce kwiphakheji enye. Ukudibanisa kwandisa ixabiso elicingelwayo lomrhumo, kucutha amazinga e-churn kunye nokwandisa ukunyaniseka kwabathengi.
Imingeni: Umrhumo Ukudinwa kunye neChurn
Inani elikhulayo lemirhumo ekhoyo idala umngeni omtsha-ukukhathala kokubhalisa. Njengoko abathengi bejija iinkonzo ezininzi, bahlala befikelela kwinqanaba apho ukulawula kunye nokuhlawulela olu rhumo luba nzima.
1. Amazinga aphezulu eChurn
Ukusukela ngo-2023, izinga le-churn leenkonzo zobhaliso linyuke laya kutsho kwi-5.5%, ukutsiba okubalulekileyo ukusuka kwi-3% yezinga elibonwe ngo-2021.
2. Uvakalelo lwamaxabiso
Abathengi baya benovelwano ngokwandayo kwiindleko zokurhuma, ngakumbi njengoko inani leenkonzo abazirhumayo linyuka. Iinkampani ngoku zijonga iimodeli zamaxabiso eziguquguqukayo, ezinjengokubonelela ngeenguqulelo ezilula zeenkonzo zabo okanye ukuvumela abasebenzisi ukuba benze iipakethe zabo zobhaliso.
Ikamva leeNkonzo zoMrhumo
Ikamva lomrhumo liqaqambile, ngokukhula okuqhubekayo kulindeleke kumacandelo onke. Nangona kunjalo, iinkampani kufuneka zenze izinto ezintsha ukuze zigcine abathengi bebandakanyekile kwaye banqande i-churn.
1. I-AI-Driven Personalization
Ubukrelekrele bokwenziwa buya kudlala indima ebalulekileyo kwixesha elizayo lokubhaliselwa. Ngokuhlalutya indlela yokuziphatha komsebenzisi, i-AI inokubonelela ngeengcebiso zomntu ngamnye, ukunciphisa i-churn kunye nokwandisa ukuzibandakanya. Iinkonzo zokusasaza, ngakumbi, sele zisebenzisa i-AI ukugcina abasebenzisi bebambekile.
2. Iindidi ezintsha zoMrhumo
Uqoqosho lokurhuma lusekwe ukuba lwandise kumashishini amatsha, afana neemoto. Kwixesha elizayo, abathengi banokubhalisela iimoto kunokuba bazithenge ngokuthe ngqo. Iintlobo zodidi oluphezulu zikwajonga iimodeli zobhaliso ukuze zibonelele ngamava kunye neemveliso ezizodwa.
3. Uzinzo kunye nokuSetyenziswa okusesikweni
Njengoko abathengi besiya beqaphela ngakumbi indalo, iinkonzo zokurhuma ezigxile ekuzinzeni ziya kufumana ukuthandwa. Iinkampani ezibonelela ngemveliso eco-friendly okanye ezifunyenwe ngokweenqobo ezisemgangathweni ngeemodeli zobhaliso zinokutsala ababhalisile abaninzi kwixesha elizayo.
Isiphelo: I-US iyakhokela, kodwa abanye bayayibamba
I-United States iyaqhubeka nokulawula uqoqosho lwehlabathi lobhaliso, oluqhutywa yimivuzo ephezulu yokulahlwa, iziseko ezingundoqo zedijithali, kunye noluhlu olubanzi lweenkonzo onokukhetha kuzo. Nangona kunjalo, imimandla efana neYurophu kunye ne-Asiya ikhawuleza ukubamba, iqhutywa yinkqubela phambili yetekhnoloji kunye nodidi oluphakathi olukhulayo.
Njengoko imodeli yobhaliso iqhubeka nokuvela, iinkampani kufuneka zivelise izinto ezintsha ukuze zigcine abathengi kwaye zilwe nemiceli mngeni efana nokudinwa kobhaliso. Ikamva lomrhumo liya kubona ukwenziwa komntu ngakumbi, ukudibanisa, kunye neendidi ezintsha ngokupheleleyo, eqinisekisa ukuba olu qoqosho luya kuqhubeka ukuphumelela kwihlabathi jikelele.
