La ilebula yangasese isizibonakalise njengomdlali ohamba phambili yebhasikidi lokuthenga laseYurophu. Okokuqala ngqa, imikhiqizo yabathengisi iyingxenye yazo zonke izimpahla zabathengi ezithengiswa ezimakethe eziyisithupha ezinkulu zaseYurophu, okuyingqophamlando eqinisekisa ukushintsha kwemikhuba yasekhaya ngenxa yokwenyuka kwezindleko zokuphila.
Lokhu kuqhubekela phambili, okuchazwe kabanzi ekuhlaziyweni kwakamuva kwe I-Circana emakethe ye-FMCG yaseYurophuLokhu kuchazwa yinhlanganisela yezici: ingcindezi yokwehla kwamandla emali, abathengi abakhathalela kakhulu intengo, ikhwalithi ethuthukisiwe yemikhiqizo yezitolo, ukwanda kwezentengiselwano eziku-inthanethi, kanye nokusetshenziswa okunamandla kobuhlakani bokwenziwa ezinqubweni zokuthenga.
Imikhiqizo yamalebula azimele yenza ama-50% amayunithi eYurophu
Ngokusho kwedatha ye-Circa, i- Imikhiqizo yamalebula azimele kakade ihlanganisa u-50% wamayunithi ithengiswa eFrance, eJalimane, e-Italy, eNetherlands, eSpain nase-United Kingdom. Okusho ukuthi, eyodwa kwezimbili izimpahla zabathengi ezithengiswa kulezi zimakethe iwuphawu lomthengisi.
Ucwaningo, olusekelwe ekuthengisweni kwezigidi zama-SKU ngezigidi ezingaphezu kuka- Izigaba ezingu-230 zezimpahla zabathengiLokhu kukhombisa ukuthi isabelo semakethe somkhiqizo welebula yangasese sikhule minyaka yonke kusukela ngo-2021, siqongelela ukwanda ngamaphesenti angaphezu kwamathathu futhi kunesibikezelo sokuqhubeka nokwenyuka kulo nyaka.
Lokhu kukhula akuyona okwesikhashana noma okwezimo ezithile. ICircana igcizelela ukuthi uphawu lwelebula yangasese Sekuphele okungenani iminyaka eyishumi ihlanganiswa. njengendlela ehlukile eyaziwayo nethembekile, elahlekelwa yihlazo lokuba yindlela esezingeni eliphansi yokuba yinto ebalulekile ezinqumweni zokuthenga zezigidi zemindeni yaseYurophu.
I-consulting igcizelela ukuthi ukwenyuka kwesabelo semakethe esingu-50% kumayunithi kwenzeka endaweni lapho Ukugcwalisa izindleko ezijwayelekile zebhasikidi yokuthenga namuhla cishe kufana nebhasikidi elalibhekwa njengeliphezulu ngonyaka odlule, okuphoqa abathengi abaningi ukuba balungise izinketho zabo ngangokunokwenzeka.
ISpain neNetherlands zihamba phambili emakethe yelebula yangasese
Ngaphakathi kwezimakethe eziyisithupha ezinkulu ezihlaziyiwe, ISpain ihamba phambili ekungeneni yomkhiqizo welebula yangasese. Emakethe yaseSpain, le mikhiqizo isivele imele u-59% wezimpahla zabathengi ezithengisiwe, okuyizinga eliphakeme kakhulu eYurophu.
Ngemuva kwabo kukhona INetherlands, enamayunithi angu-56%, izwe lapho imodeli yezitolo ezinkulu ezimfushane isungulwe kahle futhi ithande ukwanda okusheshayo kwemikhiqizo yamalebula azimele.
Endabeni E-United Kingdom naseJalimaneImikhiqizo yamalebula azimele ikhiqiza amayunithi angu-52%, okubonisa ukungena okunamandla ezimakethe ezimbili ezincintisana kakhulu nezivuthiwe. IFrance imi ku-46% kanye ne-Italy kuma-36%, okuqinisekisa ukuthi, yize ngezilinganiso ezahlukene, lesi simo sisakazeke kulo lonke izwekazi.
Ngokuphathelene nenani, uphawu lwelebula yangasese seluvele lumele 42% wesamba sokuthengisa Kulezi zimakethe eziyisithupha, ngenani elilinganiselwa kuma-euro ayizigidigidi ezingu-324.000. Ngokwezwe, isabelo semakethe ngenani singaba ngu-31% e-Italy, 36% eFrance, 44% eJalimane nase-United Kingdom, 52% eSpain, kanye no-55% eNetherlands.
Kungani abathengi beshintshela ezinhlotsheni zezitolo
Umbiko we-Circana ukhomba izizathu eziningana ezichaza lolu shintsho. Okusobala kakhulu yilokhu ingcindezi yezindleko zokuphila eYurophuokuphoqa imindeni ukuthi ifune izinketho ezingabizi kakhulu ngaphandle kokuyeka ukuhlangabezana nezidingo ezifanayo eziyisisekelo.
Kulesi simo, abathengisi bafinyelele ibhalansi ebalulekile: Amanani aphansi kanye nekhwalithi ephezulu. Imikhiqizo yamalebula azimele Azisekho izinto ezifanayo nemikhiqizo eyisisekelo futhi zandise ukunikezwa kwazo ukuze zifake izinhlobo ze-premium, izinketho ezinempilo, imikhiqizo ecebile ngamaprotheni, kanye nezinkomba ezihambisana nezitayela ezintsha zendlela yokuphila.
Iqoqo lamalebula azimele ezitolo ezinkulu eziningi lisukela ku- imikhiqizo ebalulekile engabizi kakhulu Kusukela ezintweni eziphekiwe kahle nezinto ezisebenzayo kuya ekuqalisweni okusha, abathengi bangenza ngokwezifiso ibhasikidi labo ngokuhlanganisa imali eyongiwe kanye nezifiso ngaphandle kokushiya uhlobo olufanayo.
Ngaphezu kwalokho, iziteshi zokusabalalisa ziqinise umsebenzi wazo ezinkundleni zokuxhumana, ziqondisa okuqukethwe okuthile ku- izithameli ezincane nezingathembeki kangako kuya kubakhiqizi abakhulu. Amapulatifomu afana ne-TikTok Shop nezinye izindlela zokuthengisa zedijithali asiza ukukhulisa iphrofayili yemikhiqizo yamalebula azimele futhi ajwayele ukusetshenziswa kwawo phakathi kwezizukulwane ezintsha.
Indima yokuhweba oku-inthanethi kanye nobuhlakani bokwenziwa
Ukukhuphuka kwe- ukuthenga ku-inthanethi kanye nezindawo zokuthenga ezisebenzisa i-AI Lokhu kunezela olunye ungqimba kulolu shintsho. Izinhlelo zokuncoma kanye namathuluzi okuqhathanisa okuzenzakalelayo avame ukubeka phambili imikhiqizo ebhekana nesidingo esifanayo ngentengo ephansi, okukhetha imikhiqizo yezitolo kunabakhiqizi abaningi.
Ngokusho kwe-Circana, ama-algorithms ahlela imiphumela kumapulatifomu e-ecommerce kanye nezinhlelo zokusebenza zabathengisi Bagxila esilinganisweni sekhwalithi nentengo kanye nokusebenza, kunciphisa isisindo sokuqashelwa komkhiqizo wendabuko esinqumweni sokuthenga.
Lo mkhuba uqiniswa ukukhula kwenani lama-oda edijithali kulo lonke elaseYurophu. Njengoba ukubaluleka kwesiteshi esiku-inthanethi kukhuphuka, Ukuchayeka kwabathengi ezinhlotsheni zezitolo kuyanda ezindaweni lapho kulula khona ukuqhathanisa amanani, izithako kanye nezici ngokushesha nangokungakhethi.
Kulesi simo, i-consultancy ixwayisa ngokuthi imikhiqizo yabakhiqizi kuzodingeka ithembele kokungaphezu nje igama layo lomlando noma izaphulelo ezinhle ukugcina isabelo sabo semakethe, ngokuthuthukisa iziphakamiso zenani elihlukile ezidlula intengo elula.
Ukwehla kwamandla emali, ukungezwani kwezepolitiki kanye nombono wesikhathi esifushane
Umongo wezomnotho omkhulu nawo udlala indima ebalulekile. Umbiko uphawula ukuthi, yize imikhiqizo yabakhiqizi ikwenzile lokho ithole abanye babathengi bayo Nakuba bekwazile ukuvimbela ukuthuthuka kwemikhiqizo yamalebula azimele ngezinga elithile kwezinye izingxenye, isimo sisalokhu sibuthakathaka kakhulu.
Ukungezwani eMpumalanga Ephakathi kanye nengxabano e-Iran kukhulisa izindleko umanyolo, ukuthuthwa, ukusatshalaliswa kanye nezithakoLokhu kungaholela ekwenyukeni kwamanani okugcina futhi kuvuselele ingcindezi ezimalini zabathengi engxenyeni yesibili yonyaka.
UCircana ulindele ukuthi lokhu kushintsha okusha kwenkinga yezindleko zokuphila Lokhu kungaphinde kuthuthukise ukubaluleka kwemikhiqizo yamalebula azimele. ebhasikidini lokuthenga, njengoba imindeni ifuna ukonga kukho konke ukuvakashela esitolo esikhulu.
Ngokusho kwabahlaziyi babo, abathengi abakhathalela intengo baphoqeleka ukwenza izinqumo ezinzima mayelana nokuthi yimiphi imikhiqizo okufanele bayibeke phambili, futhi kuleyo nqubo, imikhiqizo yezitolo izibeka njengenketho "enengqondo" yokugcina izinga elijwayelekile lokusetshenziswa ngenkathi kunciphisa ibhili lokugcina.
Izimpi zamanani, ukukhushulwa, kanye nokucindezela imingcele
Ukuthuthuka komkhiqizo welebula yangasese kwenzeka phakathi impi yamanani ezimpahleni zabathengi baseYurophuUcwaningo lwe-Circana lubonisa ukuthi ukukhushulwa kwangaphakathi esitolo, izaphulelo zamakhasimende athembekile, kanye namasu okufanisa amanani phakathi kwemikhiqizo kuye kwanda.
Kodwa-ke, le mpi ayithinti wonke umuntu ngokulinganayo. Ezimakethe eziyisithupha eziyinhloko ezihlaziyiwe, cishe Ama-34% amayunithi omkhiqizo womkhiqizi Zathengiswa ngaphansi kohlobo oluthile lokukhushulwa, uma kuqhathaniswa ne-14% kuphela yamayunithi amalebula azimele.
Lo mehluko ubonisa indlela imikhiqizo emikhulu esebenzisa ngayo kakhulu izipesheli zokuvikela isabelo semakethe, kuyilapho imikhiqizo yokuthengisa Basekela ukuncintisana kwabo ngokuyinhloko entengo eyisisekelo. futhi kusiphakamiso senani esizinzile ngokuhamba kwesikhathi.
ICircana ixwayisa ngokuthi “ukugcwalisa imakethe ngezinyuso” akuyona into ebaluleke kakhulu. isu elihlala isikhathi eside elizinzile Kubakhiqizi, abanezinzuzo kakade ezingaphansi kwengcindezi enkulu ngenxa yokwenyuka kwezindleko, inkampani yokubonisana incoma ukuthi kugxilwe kakhulu ekuhlaziyweni kwedatha yabathengi, kuthuthukiswe izinhlelo zokwethembeka, futhi kusetshenziswe izinqubomgomo zamanani ezithuthukisiwe ukuze kuncintiswane ngempumelelo.
Ukudla neziphuzo, injini yokukhula
Ngokwesigaba, ukukhuthazwa okuyinhloko kwemikhiqizo yamalebula azimele kuvela ingxenye yokudla neziphuzoLo mbiko ukhomba ukusebenza okuqinile ikakhulukazi ekudleni okulungisiwe, emikhiqizweni yokudla okulula, iziphuzo kanye nemikhiqizo yobisi, lapho izinkampani zelebula ezizimele zikwazile ukumboza konke kusukela ezidingweni eziyisisekelo kuya ezindaweni ezikhethekile kakhulu.
Amanzi asemabhodleleni avelele njengenye yezigaba lapho izinkampani zelebula ezizimele ziye zabhekana khona nobunzima ukukhula okuphawulekayo, ukuthembela emananini ancintisanayo, imikhankaso yokuphromotha enamandla, ukwethulwa kwezinhlelo ezilinganiselwe kanye nokuhlukaniswa kwabathengi okunembe kakhulu.
Ngesikhathi esifanayo, izinkomba zelebula ezizimele ziqinisiwe emazingeni ahlobene impilo nempilongemikhiqizo enoshukela ophansi, amaprotheni amaningi, izinto eziphilayo, noma enezinhlobo ezilungiselelwe izindlela zokuphila ezahlukene, ezibavumela ukuthi bancintisane ngqo nabakhiqizi abangochwepheshe.
Ngakolunye uhlangothi, izigaba ezingezona ezokudla ezithengiswa ngokushesha (i-FMCG) zihlala ziyinkundla lapho Imikhiqizo yabakhiqizi igcina inzuzo enkuluEziningi zalezi zigaba, izinhlobo zelebula ezizimele zithuthuka kancane futhi zibhekene nokwethembeka okuqinile kwabathengi ezinhlotsheni ezisunguliwe ezibhekwa njengezinobuchwepheshe kakhulu.
Isithombe esidwetshwe yiCircana singesemakethe yaseYurophu eguqukile ngokuphelele, lapho Imikhiqizo yamalebula azimele isuke ekubeni yindlela yesibili ukuze kube inketho evelele ngokwevolumu kanye nengxenye ebaluleke kakhulu yenani lokuthengisa eliphelele. Njengoba iSpain neNetherlands zihamba phambili, inhlanganisela yamanani okuncintisana, ikhwalithi ethuthukisiwe, ukusungula izinto ezintsha, ukuthengwa kwedijithali, kanye nengcindezi yezomnotho kusikisela ukuthi ukuvelela kwemikhiqizo yamalebula azimele kuzoqhubeka nokukhula eminyakeni ezayo, okuphoqa imikhiqizo yabakhiqizi ukuthi icabange kabusha amasu ayo okuncintisana.
