I-Inditex igxile kakhulu ku- I-United States njengenye yezinjini zayo ezinkulu zokukhula kwesikhathi esizayoNgaphakathi kwesu lomhlaba wonke eliphawulwa ukuhlakanipha nokukhetha, iqembu lezindwangu elise-Arteixo lisabona indawo yokukhula okuqhubekayo kule makethe, lapho imikhiqizo yalo eyinhloko yemfashini isivele inamakhasimende aqinile kanye nokuqashelwa komkhiqizo.
Ngesikhathi ekhuluma eNgqungqutheleni Yokukhulisa Amazwe Ngamazwe ye-VII, ebibanjelwe e-Alcalá de Henares, i-CEO ye-Inditex, U-Óscar García Maceiras ugcizelele ukuthi leli zwe laseNyakatho Melika linikeza "amathuba amahle okukhula"Uveze ukuthi lokhu akusikho ukwanda okusheshayo, kodwa uhlelo oluhlelekile olufuna ukuvulwa okucatshangelwe kahle kanye nokuba khona okuhlanganisiwe phakathi kwezitolo ezibonakalayo kanye nesiteshi esiku-inthanethi.
Imakethe evuthiwe neyaziwayo enesikhala sokukhula
Inhloko ye-Inditex ikhumbule lokho I-United States yayiyimakethe yesithathu ngobukhulu emhlabeni wonke yeqembu, ngemuva kweSpain nePortugal, nokuthi ukufika kwayo kwenzeka ngo-1989. Kusukela ngaleso sikhathi, inkampani ibilokhu ikhulisa kancane kancane indawo yayo, isekelwa ukudonswa yiZara kanye nezinye izintambo ebezijoyina izwe.
Njengoba uGarcía Maceiras echaza, I-Inditex isivele ikhona emazweni angu-26 ase-US futhi ihlanganisa ingxenye engaphezu kwengxenye yesifundazwe. Enye yezindawo ezivulwe kakhulu muva nje kube yisitolo iZara eCharlotte, eNorth Carolina, esibe uphawu lwendlela leli qembu eliqinisa ngayo ukuba khona kwalo ezindaweni lapho likholelwa ukuthi kunesidingo esanele kanye namathuba esikhathi esimaphakathi.
I-CEO igcizelele ukuthi I-United States “iyimakethe esiyazi kahle”Kulesi simo, leli qembu libhekwa njengeqoqo lemikhiqizo "ehlonishwayo futhi ethandwa" ngabathengi bendawo. Lokhu kwamukelwa komkhiqizo kusebenza njengesisekelo sentuthuko eyengeziwe, kodwa njalo ngaphakathi kohlaka lokukhula "okukhethayo", kugwema ukwanda okungalawulwa.
Isu, wachaza, lihilela khetha ngokucophelela amaphrojekthi nezindawoUkuhlaziya kokubili isidingo kanye nekhono lezitolo lokuhlanganisa ne-e-commerce. Le ndlela ihambisana nefilosofi evamile yeqembu, elikhetha ukuqinisa izikhundla zalo kunokuvula amathuba amakhulu ezindaweni lapho lingakahloli kahle khona ukuziphatha kwamakhasimende.
Iresiphi efanayo nakweminye imikhakha yomhlaba: i-omnichannel kanye nokwanda okukhethiwe
UGarcía Maceiras ukugcizelele lokho Ifomula yase-US ayihlukile kweyamanye amamakethe lapho iqembu lisebenza khona. Isihluthulelo sisekuhlanganiseni amandla esitolo esingokoqobo neplatifomu eku-inthanethi eyinkimbinkimbi ngokwengeziwe, okunikeza ikhasimende ulwazi oluhlanganisiwe kungakhathaliseki ukuthi likhetha yiphi isiteshi.
Empeleni, lokhu kuhumusha ku-a ukuphathwa kwempahla okuhlanganyelwe, izinsizakalo ezifana nokuqoqwa kwempahla esitolo kanye nokubuyiselwa kwemali phakathi kwendawo yedijithali kanye nezitolo ezibonakalayo, kanye nokusetshenziswa okujulile kwedatha ukuze kulungiswe ukuqoqwa kanye nokuqoqwa kuhambisane nezintandokazi zesifunda ngasinye. Lo mbono uhambisana nokuzibophezela komhlaba wonke kwe-Inditex kumodeli ye-omnichannel, ebhekwa njengebalulekile ezimakethe ezincintisana kakhulu njenge-United States.
Isikhulu sigcizelele ukuthi Ukukhula e-United States kuzoba “okukhethayo”NjengaseYurophu noma kwezinye izindawo ezifanele. Umgomo awukona nje ukuba khona yonke indawo, kodwa ukuqinisa ukuba khona kwethu kulezo zindawo zasemadolobheni lapho umkhiqizo usuvele ubonise khona ukuthandwa, ukukhulisa indawo yokuthengisa nokuqinisekisa inzuzo yokuvulwa ngakunye okusha.
Okwamanje, iqembu liyaqhubeka ukubuyekeza nokubuyekeza izitolo zabo ezikhonaKuzo zombili izimakethe zaseNyakatho Melika naseYurophu, amaphrojekthi okuvuselela nokwandisa ahlose ukuthuthukisa ulwazi lokuthenga nokuvumelanisa izikhungo namazinga amasha okuzinza nokusebenza kahle.
Ukuphathwa kwezingozi ze-geopolitical kanye namandla okuzivumelanisa nezimo
Ngale kokwanda e-United States, uGarcía Maceiras waphendula umbuzo wokuthi kanjani Ukungezwani kwezepolitiki, njengalokho okuvela eMpumalanga Ephakathi, kungathinta ibhizinisi le-Inditex.Umyalezo wawungowokuxwayisa, kodwa futhi nowokuzethemba ngesakhiwo seqembu kanye nekhono lamaqembu alo lokusabela.
I-CEO ichaze ukuthi inkampani iqapha njalo ukuvela komongo wamazwe ngamazwekokubili ngokwemizila yokuhweba kanye nochungechunge lokunikezwa kwempahla. Naphezu kokungaqiniseki, waphawula ukuthi iqembu selivele libhekane nezigameko zokuphazamiseka kwempahla futhi likwazile ukugcina ukuqhubeka kokusebenza.
Njengoba echaza, I-Inditex ihlangabezane nokuphazamiseka emizileni ethile yokuhlinzeka kanye nemvelaphi yayoLokhu kwabaphoqa ukuthi bahlele kabusha ukugeleza kwezimpahla futhi bafune ezinye izindlela zokugwema ukuphazamisa ukunikezwa kwezitolo zabo kanye namapulatifomu edijithali. Kuzo zonke lezi zimo, waphawula, amaqembu akwazile ukuzivumelanisa nezimo ngokushesha, eqinisekisa ukuthi amakhasimende athola amaqoqo ngesikhathi futhi esesimweni esihle.
Lokhu kuguquguquka, waqinisekisa, kuyingxenye ye-DNA yeqembu futhi sekuyinto enenzuzo yokuncintisana, ikakhulukazi endaweni eguquguqukayo kakhulu. Ukuhlanganiswa kwesakhiwo somhlaba wonke esihlukahlukene kanye nenethiwekhi ye-logistics ehlanganisiwe kuvumela i-Inditex. sabela ngokushesha ezinguqukweni ezisheshayo ngezindleko, izinsuku zokugcina noma ukutholakala kwabaphakeli abathile.
Inqubomgomo yamanani azinzile ngokusekelwe ezimisweni zokuhweba
Elinye lamaphuzu uGarcía Maceiras awagcizelela kakhulu kwakuyi- Inqubomgomo yamanani ye-Inditex, ayichaze ngokuthi "izinzile kakhulu"ngisho nasemongweni ophawulwe ukwehla kwamandla emali kanye nokucindezeleka kwezindleko. Ngokungafani nezinye izinhlobo zebhizinisi, waphikisana, amanani awabekwa kuphela ngokuhlanganisa izindleko kanye nemingcele efiselekayo.
Ngamazwi omphathi omkhulu, Intengo ngaphakathi kweqembu empeleni iyisinqumo sezentengiselwano.Lolu lwazi luqoqwa amaqembu afunda inani elibonwayo lohlobo ngalunye lomkhiqizo yikhasimende. Ngokusekelwe kulolu hlu lokulinganisa, inkampani isebenza kahle ngangokunokwenzeka, iqinisekisa ukuthi izinombolo ziyahlangana ngaphandle kokusebenzisa izinguquko ezinkulu kumthengi.
Le ndlela ifuna londoloza ukuncintisana kwamaqoqo Uma kuqhathaniswa nabanye abadlali kulo mkhakha, lokhu kuqinisa umbono wokuzinza kanye nokuzethemba kwamakhasimende. Leli qembu lifuna ukugwema ukushintshashintsha okungazelelwe okungadala ukudideka, lithembele esikalini salo somhlaba wonke kanye nokwenza ngcono izinqubo zangaphakathi ukuze kuthathwe ezinye zengcindezi yezindleko.
I-CEO yengeze ngokuthi i-Inditex Akuyona "i-thermometer" eqondile enhle yezomnotho omkhuluLokhu kungenxa yokwehlukahluka kwayo ngokwendawo kanye namabhizinisi. Njengoba ikhona ezimakethe eziningi kanye namazinga ahlukahlukene okuvuthwa, kunzima ukuhlobanisa ukusebenza kwayo kokuthengisa nokuguquguquka okukodwa kwezomnotho noma ukuthambekela okukodwa komhlaba wonke.
ISpain neYurophu, izinsika ezibalulekile esu lomhlaba wonke
Nakuba i-United States isibe ngumshayeli oyinhloko wokukhula, uGarcía Maceiras wayefuna ukugqamisa indima ebalulekile edlalwa yiSpain kanye neYurophu yonke ngaphakathi kweqembu. Ikakhulukazi iSpain iyaqhubeka nokuba yimakethe ehamba phambili ngokuthengisa kanye nokulinganisa ukuhlola izinhlelo eziningi ezidluliselwa kwamanye amazwe kamuva.
I-CEO ikhumbule ukuthi i-Inditex Yasungulwa eSpain futhi igcina ingxenye ebaluleke kakhulu yomsebenzi wayo kanye nomsebenzi lapho.Izwe laba ngowokuqala ukusingatha izitolo zaleli qembu futhi liyaqhubeka nokuba nesikhundla esibalulekile maqondana nokutshalwa kwezimali, kokubili kwezentengiselwano kanye nakwezinkampani kanye nakwezobuchwepheshe.
Phakathi kwamaphrojekthi abonakala kakhulu endaweni yaseSpain, ukhulume Ukulungiswa kwesitolo esidumile se-Zara e-Plaza de Cataluña, Barcelona, ihlose ukuvuselela isikhala sibe yizindinganiso ezintsha zesithombe, isevisi kanye nokusimama iqembu elifuna ukukudlulisela ezitolo zalo eziphambili.
Ngaphezu kwalokho, inkampani ikhuthaza Ikhampasi entsha yebhizinisi e-Sant Adrià de BesòsLokhu kuzoqinisa ukuba khona kwe-Inditex eCatalonia futhi kusebenze njengesikhungo semizwa semisebenzi eyahlukene yamasu. Lolu hlobo lokutshalwa kwezimali lugcizelela ukuzibophezela kweqembu ekuqhubekeni nokuthembela eSpain njengesisekelo esibalulekile sokusebenza eYurophu.
Kuyo yonke izwekazi laseYurophu, i-Inditex iyaqhubeka ukuvula izitolo ezintsha nokuvuselela izindawo ezimakethe ezivuthiweLokhu kubonisa ukuthi kusenendawo yokukhula ezifundeni lapho imodeli yebhizinisi isungulwe kahle khona. Amazwe afana neDenmark, lapho i-Pull & Bear iqinise khona ukuba khona kwayo, noma ukuvulwa kweMassimo Dutti okuzayo eCopenhagen, abonisa lokhu kuzibophezela.
Kanye nokwanda okubonakalayo, leli qembu labela ingxenye enkulu yezinsiza zalo amaphrojekthi obuchwepheshe avumela ukugcinwa nokuthuthukiswa kwamasu omnichannelUkuhlanganiswa kwezitolo zaseYurophu namapulatifomu aku-inthanethi, kanye nokuthuthukiswa kwamathuluzi edijithali athuthukile, kubalulekile ekugcineni isikhundla sawo sokuncintisana ngokumelene nabanye abaqhubi abakhulu bamazwe ngamazwe.
Ubuchwepheshe, i-omnichannel kanye nokusungula izinto ezintsha ekukhonzeni ikhasimende
Emkhakheni wezobuchwepheshe, uGarcía Maceiras ugcizelele imizamo ye-Inditex yokwenza faka izixazululo zobuhlakani bokwenziwa esiteshini sakho esiku-inthanethingenhloso yokuthuthukisa ulwazi lokuthenga nokwenza isevisi ibe ngeyakho. Enye yezinto ezintsha okukhulunywe ngazo ukudala ama-avatar edijithali ukuze amakhasimende akwazi ukuzama izingubo cishe.
Ngezithombe ezimbalwa nje—esinye sobuso nesinye somzimba—abasebenzisi bangakwazi dala isithombe esibavumela ukuthi babone ngeso lengqondo ukuthi imikhiqizo ehlukene ibukeka kanjani kubo Itholakala ezinkundleni zeqembu. Selokhu laqalwa, leli thuluzi selivele libhalise amaseshini angaba yizigidi ezingu-20, futhi lamukelwe kahle kakhulu ngabasebenzisi, kuchaza umphathi.
Lokhu kuzibophezela kwezobuchwepheshe kuyingxenye yohlelo lokutshalwa kwezimali olubanzi, lapho i-Inditex ilindele khona beka cishe ama-euro ayizigidigidi ezingu-2.300 ngo-2026Lesi sibalo sihloselwe ikakhulukazi ukuthuthukisa indawo yokuthengisa kanye nokwenza izinhlelo nezinqubo zayo zibe zesimanje. Umgomo uwukugcina imodeli ye-omnichannel kanye nokuthuthukisa ulwazi lwamakhasimende kokubili ezitolo ezingokoqobo kanye naku-inthanethi.
Ngaphezu kobuhlakani bokwenziwa obusetshenziswa ekuzameni izingubo ezibonakalayo, iqembu lisebenza ku- ukuthuthukiswa kwezokuthutha, ukuphathwa kwempahla, kanye nokuhlaziywa kwedathaamasimu lapho ubuchwepheshe bubalulekile khona ukuze kuphendulwe ngokushesha izinguquko zesidingo kanye nokwenza ngcono ukuhwebelana komkhiqizo.
Kulesi simo, ukwanda ezimakethe ezifana ne-United States noma amaphrojekthi amasha eYurophu kuncike engqalasizinda efanayo yezobuchwepheshe, evumela Phindaphinda imikhuba emihle kakhulu futhi uthuthukise izixazululo ezintsha ngendlela esheshayo, evumelana nezici zezwe ngalinye.
Imigqa yebhizinisi emisha kanye nokubikezelwa komkhiqizo
Ngesikhathi ebambe iqhaza kule ngxoxo, uGarcía Maceiras naye washiya umnyango uvulekele qhubeka nokuhlola imigqa emisha yebhizinisi ngaphakathi kwendawo yonke ye-Inditex, elandela indlela eqale ngezigaba ezifana nezimonyo nezemidlalo. Kodwa-ke, wacacisa ukuthi noma yikuphi ukunyakaza kulokhu kumele kuhambisane nemodeli yebhizinisi leqembu.
Izindlela zokwenza izinqumo kule ndawo zisekelwe ku- inqubo yokulalela ikhasimende njaloUma iqembu lithola amathuba acacile okuqalisa izigaba ezintsha zomkhiqizo ezihambisana nesiphakamiso salo senani kanye nebhizinisi eliyinhloko, lizocabangela ukuhamba liye kuleyo ndlela, njalo ngaphakathi kwesu elilinganisiwe kahle.
Ukubekwa kwemikhiqizo yayo eyinhloko, ikakhulukazi iZara, kuqinisa leli khono lokuvula izindlela ezintsha zentuthuko. Izikhundla zomhlaba wonke ezifana nezinga leKantar BrandZ zibeke iZara njenge enye yemikhiqizo yemfashini eyigugu kakhulu emhlabeni, ngaphezu kwabancintisani abakhulu kulo mkhakha, okunikeza umbono wesisindo esinaso emcabangweni womthengi womhlaba wonke.
Kodwa-ke, i-CEO igcizelele ukuthi, ngale kwemiklomelo, Okukhathaza kakhulu iqembu ukugcina ukusebenza okulinganayo ngokuhamba kwesikhathiLokhu kuhambisana kwemiphumela, ukusungula izinto ezintsha, kanye nenkonzo yamakhasimende yikho okuvumela inkampani ukuthi igcine idumela layo ezimakethe ezifuna kakhulu njengaseMelika noma eYurophu.
Isithombe esishiywe ukungenelela kukaGarcía Maceiras singesomuntu iqembu elihlanganisa isifiso sokuvelela nokuhlakaniphaI-United States ihlanganisa isikhundla sayo njengensika eyinhloko yokukhula, isekelwa imodeli ye-omnichannel kanye nenqubomgomo yokwandisa ekhethiwe, kuyilapho iSpain neYurophu ziqhubeka nokuba yinhliziyo yokusebenza neyezentengiselwano lapho iningi lesu lomhlaba wonke le-Inditex lisekelwe khona.