Yini eqonde ngqo kumthengi (D2C)?

Imodeli ye-D2C ivumela imikhiqizo ukuthi yakhe ubuhlobo bangempela nomthengi wabo wokugcina. Ngokuthengisa ngqo kumthengi wakho wokugcina, ungatshela indaba yakho yomkhiqizo ngqo kubo. Ngokwesiko, uma umkhiqizo wakho wakhethwa kunabancintisana nabo kuwebhusayithi yomthengisi, kungenzeka ukuthi ukuwinile ukuthengisa, kepha ngabe wakhe ubuhlobo nalelo khasimende?

Ngokomlando, imikhiqizo ithengisele abathengisi noma abalamuli abagcine ubudlelwano namakhasimende abo. Lokho kusho ukuthi yonke idatha eyigugu kumathrendi wokuthenga futhi ikakhulukazi, imininingwane yabantu ibifihliwe kumikhiqizo.

Nge-imeyili yekhasimende noma ikheli lendawo, umkhiqizo unganikeza ngomuzwa wobunye wokumaketha. Abathengi balindele umuzwa ongcono kunangaphambili.

Eqondisa kumthengi

Lapho uthengisa kumthengisi noma kumuntu ophakathi nendawo, awunakho ukulawula okuncane kakhulu ngokwenzekayo phakathi kwabo nekhasimende. Enye yezingxenye ezinzima kakhulu zokuba ngumkhiqizo ukudala imikhiqizo izethameli zakho eziqondiwe ezizoyithanda futhi ziyithenge. Uma ungenayo indlela yokuxhumana ngqo nekhasimende lakho, ungaphumelela kangakanani ekwethuleni imikhiqizo emisha?

Nazi izinto ezi-3 okufanele uzicabangele ngaphambi kokuqala ukuthengisa kungxenyekazi ye-ecommerce noma emakethe:

1) Izimali ezengeziwe zomthengisi

Uma ungaphethe isikhala sakho sokuthengisa, kunezimali nezindleko ongeke ukhethe noma ungazinaki. Ezinye zifihliwe, ezinye zifihliwe, ezinye ziyimali ekhokhwayo, kanti ezinye zivezwa kuphela lapho ukuthengiselana sekuzophela. Lapho uqala ukufingqa zonke izimali, imali ekhokhwayo kanye nezinkokhiso ezingakhokhiswa yipulatifomu ye-e-commerce, uzothola ukuthi iba yingxenye enkulu yemali yakho yokuthengisa. Uma ungeza ukuthunyelwa nokugcwaliseka, ufuna isizathu esanele sokucabanga ngenye indlela.

2) Ukuphathwa kweziteshi eziningi zokuthengisa

Kungenzeka uthengise ngamashaneli amaningi njengamapulatifomu we-ecommerce, iwebhusayithi yakho, abathengisi, noma izitolo nezitolo zodaka. Ukuphatha ukuthengisa eziteshini ezahlukahlukene kungaba yinselele njengoba ngayinye iza nezidingo ezahlukahlukene futhi ingabeka ubunzima kuzinsizakusebenza ngokwesikhathi, ukuhamba kwemali, ukusungula, ukucubungula noma ukuthunyelwa. Ukungabi ngumnikazi wenqubo yokuthengiselana nakho kunezingozi, njengoba noma yimaphi amaphutha noma izinselelo ezitholwa kwezinye iziteshi zingathinta idumela lomkhiqizo nokwaneliseka kwamakhasimende. Kusuka ngaphandle, kungahle kubonakale ukuthi izinkampani zinombuso onamandla othengisa imikhiqizo yazo; kodwa-ke, indlela yeziteshi eziningi nayo inganciphisa umkhiqizo kanye nendlela esebenzisana ngayo namakhasimende.

3) Ngabe umncintiswano useduze kakhulu ukuthi ungakhululeka?

Ukuba khona kwamapulatifomu amakhulu noma izimakethe kungasho ukuthengisa ngokubambisana nabancintisana nabo, okungasiza izici zomkhiqizo ukwedlula abanye, kepha futhi kungaba yingozi uma izinhlobo eziphansi noma ezinye zithathwa kuwebhusayithi efanayo. Le nkinga kufanele ibhekwe uma umkhiqizo wakho ungeke ugqame kalula, ngoba amakhasimende anokuqhafaza okukodwa nje kunketho elandelayo.

Umphumela wophawu lokuhweba

Kungabonakala njengesikhathi esiningi nokudla izinsiza, kepha ukuba nesitolo sakho esiku-inthanethi kuyisu lesikhathi eside lokusungula ubunikazi bomkhiqizo wedijithali ku-inthanethi ekhula njalo. Ukuba newebhusayithi eku-inthanethi kungaphezu kokubekwa noma ukuma kwamawindi esitolo sakho sedijithali, kuyindlela yokuletha umkhiqizo wakho ngokuphelele usebenzisa izinto zokwakha, ulwazi lomsebenzisi, ukuxhumana kwamakhasimende kanye nokuxhuma ukukhulisa ubukhona bebhizinisi lakho futhi usebenzise ubudlelwano abathengi abanabo nomkhiqizo wakho. Ngokuyinhloko, i-D2C inika amandla umkhiqizo ukuthi uqhubeke nokubusa ikusasa lawo, wenze ukuzibandakanya kwayo namakhasimende kube ngokwakho, futhi igcine ukuzimela okukhulu phakathi kontanga yayo kwi-Intanethi.

Ukuthengisa ngesitolo sakho esiku-inthanethi futhi kunikeza ukulawula okuningi kumamajini wakho ngokususa. Kube khona ushintsho olukhulu endleleni eminye imikhiqizo efinyelela ngayo kumakhasimende ayo. Esikhundleni sokusebenzisa abathengisi abakhulu noma abathengisi, imikhiqizo eya ngqo kumthengi ithengisa ngqo kumakhasimende wokugcina.

Ukushintshwa kwamandla kube nzima kakhulu kubathengisi bendabuko, kepha ngasikhathi sinye ezinye zezinkampani ezintsha kakhulu futhi eziphumelelayo kule minyaka eyishumi edlule zizalwe yile nhlangano. Kubalulekile ukuthi uqonde ukuthi kungani izinkampani ziya ngqo kumthengi ukuze ibhizinisi lakho lakhe umkhiqizo ophumelelayo.

Ukuphathwa kwezinsizakusebenza

Sezadlula izinsuku lapho izinkampani ezinkulu zezimpahla ezihlanganisiwe (i-CPG) nezitolo zezitolo zibusa kakhulu emakethe, ngokugxila kwabo kakhulu ekuphathweni kokuthengwa kwempahla kanye nezinzuzo zokuba ngabokuqala ukufika.

Isiko elidala leminyaka le-CPG - ebelisuselwa ekufuneni ukusebenza kahle phakathi komhlinzeki, umenzi, umthengisi, umthengisi kanye nomsabalalisi - obejwayele ukuthwesa iziqu zemboni njengoNike, Pepsi-Cola, Unilever kanye I-P & G, ayisebenzi kangako. Inqubo yokuthengisa ibiza kancane, incike kakhulu kubantu besithathu, igxile kakhulu ekumaketheni okuqondile futhi iguqulelwe kakhulu kumthengi wokugcina.

Ukufaka esikhundleni sama-banner amadala isivuno esisha sezinkampani ezisheshayo futhi ezifanelekile ezikulungele kangcono ukuchuma ezimakethe zabathengi ezigxile kumakhasimende zango-2019.

Izinhlobo eziqonde ngqo kubathengi, ezivame ukubizwa nge-D2C noma i-DTC, ziye zachitha ukucabanga kokuthengwa kwezikole ezindala nokwethembela ekusabalalisweni kwabantu besithathu.

Thengisa imikhiqizo

Ngamafuphi, imodeli ye-D2C isho ukuthi njengebhizinisi, uthengisela imikhiqizo yakho ngqo kumakhasimende, futhi uma wenza lokho, ukuhamba ngqo kuthuthukisa ulwazi lwamakhasimende, kuthuthukisa izwi lomkhiqizo wakho, futhi ulawula cishe zonke izici zohambo lomthengi .

Ukuthengisa okuqonde ngqo kubathengi akunakanga leyo mkhuba yendabuko. Izinkampani zinqume ukusika umuntu ophakathi nendawo, abathengisi nabasabalalisi futhi esikhundleni salokho basebenzise amandla wefu nokwenyuka kwe-e-commerce ukuthengisa imikhiqizo yabo ngqo ukuqeda abathengi.

Uma ungacabanga ngomkhiqizo omusha, uwukhiqize, wakhe iwebhusayithi, futhi wenze abantu bawuthenge, kungathi ezinyangeni ezimbalwa, ucabange umkhiqizo omusha womthengi, wethule umkhiqizo, ulawule umlando womkhiqizo, futhi wakhe umkhiqizo uphawu lwezigidi ezingama-dollar D2C brand kusuka ekuqaleni.

Amabhizinisi aqonde ngqo kubathengi ngokuvamile anezici eziningana (uma kungenjalo zonke) zalezi zici eziyisishiyagalombili:

Yiziqalo zesithiyo esiphansi embonini yokungena.

Ziyakwazi ukuguquguquka ngokwezimali kanye / noma zingaqasha futhi ziqashe ingxenye yokusebenza.

Bathanda kakhulu amaklayenti abo.

Banokuhlangenwe nakho kokuzuza kwedatha yokuqala nesipiliyoni sezibalo.

Baqeda abalamuli ukuze bakwazi ukuthumela ngqo kubathengi.

Bayakuqonda ukubaluleka kokuxhumana ngqo nabathengi (usebenzisa isoftware yeCRM).

Banokuguquguquka kwamanani amaningi kunabathengisi bendabuko.

Zibonisa ukusetshenziswa okwandisiwe kokumaketha kwedijithali (ikakhulukazi ama-imeyili kanye nabezindaba zenhlalo).

Imakethe yabathengi

I-DNVB yinkampani egxile kakhulu emakethe yabathengi eyisebenzelayo nohambo lwamakhasimende oluku-inthanethi, futhi inezici eziningi zokusatshalaliswa. Ukusetshenziswa kokuthengisa okuqondile kunika amandla lawa makhasimende ukusungula ubudlelwano namakhasimende futhi awanikeze nemikhiqizo nezinsizakalo ezilindelwe ngumthengi, okugcina futhi kusho isipiliyoni esingcono. Ngokungafani nomthengisi wendabuko noma umdlali we-e-commerce, i-DNVB izalelwa kubudala bedijithali, igcizelela ulwazi lomsebenzisi, iphonsela inselelo ulwazi lokuthenga olujwayelekile, futhi idale okuqukethwe okuphoqayo njengengxenye ebalulekile yomngcele wayo wokuthengisa.

Susa umuntu ophakathi nendawo

Uma uqeda amabhizinisi ahlukahlukene ame phakathi kwakho neklayenti lakho, ususa nezinhlangano ezithatha ingxenye yenzuzo yakho. Isibonelo, uma ibhizinisi lakho lithengisa izikibha, futhi ufuna ukuthengisa leyo mikhiqizo ngabathengisi abaningi nabathengisi abaningi, kuzofanele uyithengise ngentengo ephansi ngokwanele ukuthi bazophinda bayishaye uphawu bese baphinda bayithengise kumakhasimende. Lokho kudla umugqa wakho wenzuzo, okuyisilinganiso senzuzo yakho maqondana nezindleko zempahla yakho, evezwe njengephesenti. Inani lempilo yekhasimende ngalinye lizoba lincane kunabalamuli okufanele ukhokhe ukukhipha umkhiqizo wakho emhlabeni.

Xhuma kangcono nekhasimende lakho

Uma uncike kwezinye izinkampani, abasabalalisi, kanye nabathengisi ukuthi bathengise umkhiqizo wakho, ulahlekelwa yimininingwane eminingi engabaluleka kumkhiqizo wakho. Eqinisweni, idatha yamakhasimende isibe ngenye yezimpahla ezibaluleke kakhulu zemikhiqizo yendabuko yedijithali.

Ake sithi usazidayisa lezo zikibha ngomthengisi. Okuwukuphela kwemininingwane ongayithola esitolo somnyango lapho kuthengiswa khona izikibha zakho kususelwa kuhlu lwezinto: ivolumu ithengisiwe, ivolumu ibuyisiwe, kanye nesidingo esizayo. Lokho kungahle kube kuhle ekuphathweni kwempahla, kepha akukutsheli okuningi ngamakhasimende akho.

Ake sithi uthengisa lawo mahembe afanayo kuwebhusayithi yakho. Unethuba lokwethula ikhasimende lakho ngalinye ngemikhiqizo eyengeziwe ekuphumeni (ukuthengiswa okuthengiswayo kanye ne-upsell) ukwazisa ukuthi yimiphi imikhiqizo engahamba kahle ngamahembe abekhona.

Unethuba lokuhlola amanani akho ukuthola ukuthi unayo yini indawo yokukhokhisa ngaphezulu, noma uma ungathengisa amahembe amaningi uma wehlisa amanani. Ungathumela i-imeyili ocwaningweni olulandelwayo kumakhasimende akho ukuthola ukuthi alithandile yini ihembe, uma into ilethwe ngesikhathi, nokuthi ihlangabezana yini nalokho abakulindele.

Uma ihembe libuyiswa, unamasu amaningi okukhansela angakusiza ukuthola ukuthi konakelephi, ukuze ekugcineni unikeze umkhiqizo ongcono kumakhasimende akho ngokuzayo futhi wakhe umuzwa ongcono. Futhi ekugcineni, unenkululeko yokuthumela ama-imeyili okulandelela abuza amakhasimende ngemibala ehlukene, osayizi, nezitayela zama-t-shirts ukukusiza ekuqondiseni ngokuthuthuka komkhiqizo.

Nweba izingqondo ngokushesha

Kumodeli yokuthengisa yendabuko, uma ubufuna ukuthi izikibha zakho zibe wuphawu lukazwelonke, noma uphawu lomhlaba jikelele, kuzofanele ubakhanyisele abathengisi abaningi ukuthi uhlu lwakho lungahamba.

Kungathatha iminyaka embalwa ukufakazela ukuthi usungule ubukhona bendawo noma besifunda, bese kuzodingeka uthole abasabalalisi kuzwelonke. Kungashiwo okufanayo ngobukhona bamazwe omhlaba - khombisa impumelelo, thola ubudlelwano obusha, futhi wandise - hlambulula uphinde uphinde. Kungathatha iminyaka (noma amashumi eminyaka) ukuqala ukuthola ukwethenjwa kwamakhasimende akho.

Kumodeli ye-D2C, unganciphisa isikhathi sakho sokumaketha ngoba usika bonke abaphakathi okushiwo ngenhla. Lapho usuqalise iwebhusayithi yakho futhi umkhiqizo wakho utholakala, ungawuthengisa ngobuchwepheshe noma kuphi (inqobo nje uma unekhono lokuthumela).

Sekuyiminyaka, uGillete ephethe imakethe yezinsingo zamadoda, kepha ngokwethulwa kweDollar Shave Club ngo-2011 noHarry ngo-2013, leyo mboni yezigidigidi zamadola isishintshile. UGillete kwathiwa unama-70% esabelo semakethe ngonyaka we-2010, kanti namuhla, siseduze kwama-50%. Lokho kungamandla okwandisa ukuzibandakanya kwengqondo kungxenyekazi yedijithali.

Lawula indaba yomkhiqizo wakho

Uma uthumela lawo mahembe wakho kumthengisi wezinkampani zangaphandle, noma uqala ukucela abathengisi ukuthi bakuthengisele wona, usuke usulahla ukulawula umkhiqizo wakho. Kungabonakala kungafani nayo ngaleso sikhathi, kepha kancane kancane, ubeka ukulawula ukumaketha ezandleni zenye inkampani.

Ama-Ps amathathu kwezine zokumaketha - intengo, ukukhushulwa kanye nokubekwa - kulawulwa ngqo nguwe uma unomkhiqizo oqonde ngqo kubathengi.

Ungahlola intengo ye-A / B, ungakhuphula, wehlise noma wenze noma yini oyifunayo ngentengo yakho kuya ngomnotho wenkampani yakho (uma kuqhathaniswa nokwenza lokho okusebenzela abathengisi bezitolo noma amaphuzu wokusabalalisa).

Unganikela ngamaphromoshini ngokususelwa kudatha yakho yamakhasimende futhi ulawule ukugeleza kokuthengisa usebenzisa amaqhinga wokuthengisa ahlukahlukene. Futhi, umkhiqizo wethulwa futhi uthengiswe kuwebhusayithi yakho, ngakho-ke uyazi ukuthi ubekwa kuphi, wethulwa kanjani kukhasimende, nokuthi ubonwa kanjani (ngethemba).

Yiba yonke indawo, ngaso sonke isikhathi

Lapho umkhiqizo wakho udabula uchungechunge lokuphakelwa kwendabuko, uncika kakhulu ezitolo ezinkulu ezimbalwa ukuthengisa umkhiqizo wakho. Izikhathi eziningi lokho kusho izivumelwano zokukhetha kanye nokuguquguquka kwamanani entengo. Ake sithi uthengisa izikibha zakho ngephuzu lokuthengisa, futhi ufuna ukunikela ngokuthengisa okusheshayo.

Cishe, ulinganiselwe kulokho ongakwenza. Noma kuthiwani uma ufuna ukuhlola i-beta umkhiqizo omusha bese uthola impendulo ngokushesha evela kumakhasimende akho? Kungenzeka ukuthi iphuzu elifanayo lokuthengisa alifuni ukuthengisa iqoqo elincane lomkhiqizo wabo omusha.

Ukuba yi-D2C kusho ukuthi ungakwazi ukulawula umkhiqizo wakho ngamasu akho wokukhangisa ahlukahlukene "wokudonsa noma wokudonsa". Lokhu kufaka iwebhusayithi yakho futhi ngokusebenzisa iziteshi ezahlukahlukene lapho uthengisa khona. Awusebenzisi iwebhusayithi yakho kuphela, kepha neziteshi zemidiya yokuxhumana nomphakathi, imikhankaso ye-imeyili, nokuningi.

Iningi lemikhiqizo ye-D2C isebenzisa uhlobo oluthile lwesoftware ye-CRM noma ipulatifomu ukuthola umbono we-360-degree wamakhasimende abo (namakhasimende angaba khona) nokuxhumana nemakethe yabo yabathengi (kwesinye isikhathi) nsuku zonke.

Ukuxhumana nekhasimende kumane nje kukuchofoze, futhi akukho okuzokuvimba ukuthi ukhulume nalo, noma ngabe kwenzelwa ukuthengisa noma ukusebenzela amakhasimende. Abathengi manje balindele ukuthi kuthathwe izinyathelo ngokushesha lapho benenkinga, futhi uma bengaphendulwa ngokushesha, kufanele kudale umuzwa ongcono wamakhasimende. (Izinkampani ezisezingeni eliphakeme kakhulu zamafa ziyakucacisa lokhu. Ngonyaka odlule kuphela, ngibe nezingqinamba ezimbili nesikhungo esithile sezezimali futhi ngayixazulula le nkinga hhayi ngesiteshi sokwesekwa kwamakhasimende sendabuko, kodwa nge-Twitter. Futhi bekucishe kube izikhathi eziyishumi Ngokushesha).

Ukuba yinkampani ye-D2C akusho nje ukuthi uyi-digital, futhi akusho ukuthi ungumthengisi weziteshi eziningi (othengisa kuziteshi eziningi zedijithali). Kusho ukuthi futhi ungaba ngumthengisi we-omnichannel, usebenzise izindlela zombili zokumaketha ezidijithali namaphuzu wokuthengisa angokoqobo. Kungabonakala kungafani nayo ngaleso sikhathi, kepha kancane kancane, ubeka ukulawula ukumaketha.


Okuqukethwe yi-athikili kunamathela ezimisweni zethu ze izimiso zokuhlelela. Ukubika iphutha chofoza lapha.

Yiba ngowokuqala ukuphawula

Shiya umbono wakho

Ikheli lakho le ngeke ishicilelwe. Ezidingekayo ibhalwe nge *

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  1. Ubhekele imininingwane: Miguel Ángel Gatón
  2. Inhloso yedatha: Lawula Ugaxekile, ukuphathwa kwamazwana.
  3. Ukusemthethweni: Imvume yakho
  4. Ukuxhumana kwemininingwane: Imininingwane ngeke idluliselwe kubantu besithathu ngaphandle kwesibopho esisemthethweni.
  5. Isitoreji sedatha: Idatabase ebanjwe yi-Occentus Networks (EU)
  6. Amalungelo: Nganoma yisiphi isikhathi ungakhawulela, uthole futhi ususe imininingwane yakho.