Isalathiso senqaku
Amashishini e-e-commerce ngaphandle kokuthenga ngokuphindaphindiweyo ayadinisa.
Ishishini alikho ngenxa yetrafikhi, kodwa ngenxa yokuthenga okuphindaphindiweyo kwabathengi.
Into yokuqala abanini bamashishini e-e-commerce abayenzayo rhoqo kusasa kukujonga idatha yabo yetrafikhi yasemva kunye nentengiso.
Kodwa into egqiba ngokwenene ukuba ungasinda na asikuko izinga lokucofa elikhoyo namhlanje, kodwa kukuba abathengi bakulungele na ukubuya.
Isizathu esiyintloko sokuba amashishini angakwazi ukukhula kakhulu
Inyani ebuhlungu yorhwebo lwe-e-commerce kukuba uninzi lweenkampani zenza "ishishini elinye".
Uthengisa iilokhwe zomtshato, kodwa abathengi bazithenga kube kanye kuphela ebomini babo.
Ukuba uthengisa izixhobo eziqinileyo, abathengi bakho abayi kubuya kangangeminyaka elishumi.
Le modeli yenzelwe ukuba ikwenze uxhalabe yonke imihla, kuba ngaphandle kokuqokelelana kwabathengi abadala, ukusebenza kwakho kunokuxhomekeka kuphela kubathengi abatsha.
Isiphumo singumjikelo onzima:
Izithuthi ziya zibiza kakhulu, kwaye iindleko zokubhida ziyanda unyaka nonyaka.
Nokuba izinga lokuguqulwa kwexabiso lifikelele kwinqanaba eliphezulu, linokuphuculwa kuphela ngamanqaku ambalwa eepesenti, angenakukwazi ukuhambelana nesantya sokunyuka kwamaxabiso ezithuthi.
Inzuzo yadliwa yiqonga lentengiso, ekugqibeleni, ndafumanisa ukuba ndisebenzela nje iqonga.
Ingxelo kaMcKinsey ethi "Global E-commerce Trends Report" ithi "ngaphezulu kwama-68% eenkampani ze-e-commerce zinenzuzo engaphantsi kwe-5%, ngokuyintloko ngenxa yokuthembela kakhulu ekuthengeni abathengi abatsha." (Umthombo: McKinsey Global Report, 2024)
Masiqonde izibalo: Kutheni kubalulekile ukwandisa ukuthengwa okuphinda-phindayo?
Kwiminyaka embalwa edlulileyo, nditshintshe ngokupheleleyo icebo lam, nditshintsha ukusuka kwimveliso ethengiswa kube kanye ukuya kwixabiso eliphezulu lokuthenga kwakhona kunye nexabiso eliphakathi le-odolo.
Ingqiqo ilula: imalunga nokubalwa kwemali.
Masithi imveliso inenzuzo epheleleyo ye-50 yuan.
Phantsi kwemodeli yexabiso lokuthenga eliphantsi, iindleko zokuthenga abathengi zinokutya iiyuan ezingama-49, zishiye iyuan enye kuphela ekugqibeleni.
Phantsi komzekelo wezinga eliphezulu lokuthenga kwakhona, umthengi angathenga kwakhona izihlandlo ezi-5 kwixesha elizayo, kwaye inzuzo iyonke iya kuba yi-250 yuan.
Okwangoku, imithetho yomdlalo yahluke ngokupheleleyo.
Ndikulungele ukuchitha i-100 yuan ukuthenga umthengi kuba ndiyazi ukuba ndingayifumana kwakhona.
Okwangoku, abo ndikhuphisana nabo babenokubhida i-yuan ezingama-49 kuphela, ngoko ke ngokwemvelo ndatsala abantu ababendityelela.
Lo ngumqobo obalulekileyo.
Asikuko ukuba izakhono zam zokusebenza zingcono kunezabanye, kodwa kunoko indlela yam yoshishino indivumela ukuba ndibe "ngumntu ogqithisileyo" kunabanye.
I-Harvard Business Review yakha yagxininisa ukuba "Ixabiso Lobomi Bomthengi (i-LTV) yeyona mjelo ibalulekileyo kwiinkampani zorhwebo lwe-e." (Umthombo: I-Harvard Business Review, 2023)
Iingcebiso zokuphunyezwa komphathi
Idathabheyisi yeMveliso yoVavanyo lwezeMpilo
Khupha zonke iimveliso uze ujonge ixabiso lokuthenga kwakhona.
Ukuba udidi lwemveliso alunazo izinto eziphinda zithengwe, ezifana neelokhwe zomtshato okanye izixhobo ezihlala ixesha elide, musa ukulindela inzuzo ephezulu.
Iindlela zokusebenza azinakutshintsha iimpawu zemveliso.
Yila iModeli "Yokulahlekelwa Yimali"
Fumana imveliso efumaneka rhoqo; nokuba ulahlekelwa yimali kwi-odolo yokuqala, lo gama nje unokukwazi ukuvalela abasebenzisi abafanelekileyo, luloyiso.
Uvavanyo lwenzuzo kufuneka lubekwe ngasemva, kungekhona ngaphambili.
Ubulungu be-Amazon Prime ngumzekelo obalaseleyo. Abukho nzuzo ingako kunyaka wokuqala, kodwa ukuthengwa rhoqo kunye nokugcinwa kwayo ixesha elide kuyenza ibe yeyona nkqubo yobulungu enenzuzo kakhulu kwihlabathi. (Umthombo: Ingxelo Yonyaka ye-Amazon, 2024)
Kwanokutshintsha imizila
Ukuba umthengi uthenga aze ahambe ngoko nangoko, yitshintshe loo mveliso.
Ukukhethwa kwemveliso kumisela impumelelo okanye ukungaphumeleli.
Khetha amacandelo apho abasebenzisi kufuneka bathenge ngokuphindaphindiweyo, njengezinto ezisetyenziswayo, iinkonzo zobulungu, kunye neemveliso ezibangela umlutha.
Amaqhinga amahlanu "emveliso yeHook" evela kubathengisi kunye nentengiso yenyanga kwizigidi
Abanini bamashishini amaninzi e-commerce baxhalabile malunga namaxabiso aphantsi okuthenga kwakhona, kodwa abathengisi abaneentengiso zenyanga ezingamashumi ezigidi banezicwangciso ezisebenzayo "zeemveliso zehook" zokubanceda bavuselele ukuthengwa kwakhona kwabathengi kunye nokuzinzisa ukusebenza kwabo.
1. Gxila kwiimveliso ezithengiswa kakhuluukukhupha amanziYenza iindawo zokungena kwitrafikhi
Khetha imveliso edumileyo enokuqatshelwa kwimarike ephezulu kunye nezinga lokuguqulwa njenge "hook" ukutsala abathengi abatsha evenkileni ngamaxabiso aphantsi okanye izaphulelo, ngaloo ndlela udala indawo yokungena kwezithuthi.
2. Nikeza iindibaniselwano zemveliso ezongezelelweyo ukuze kwandiswe ixabiso eliphakathi le-odolo.
Yila iimveliso ezinxulumene noko ezihambelana neemveliso ezihambelanayo ukuze wenze intengiso ehlanganisiweyo, engapheleli nje ekuhlangabezaneni neemfuno ezahlukeneyo zabathengi, kodwa ikwanyusa ixabiso eliphakathi le-odolo kunye nokwenzeka kokuthenga okuphindaphindiweyo.
3. Iihoko ezikhethekileyo zamalungu, zitshixa abathengi abathembekileyo.
Nikeza amalungu iimveliso ezikhethekileyo zehoki okanye izaphulelo zexesha elifutshane ukuze abakhuthaze ukuba bajoyine inkqubo yobulungu, ngaloo ndlela baphucule ukuthembeka kwabathengi kunye nenkuthazo yokuthenga kwakhona.
4. Zizalise rhoqo izitokhwe ukuze uhlakulele imikhwa yokuthenga ngokuphindaphindiweyo.
Khetha iimveliso ezinemijikelo emifutshane yokusetyenziswa kwabathengi kunye neemfuno zokuphinda zizaliseke rhoqo njengezikhonkwane ukuze uhlakulele imikhwa yokuthenga ephindaphindwayo yabathengi kwaye wenze ukuthengwa rhoqo okuzinzileyo.
5. Ukuthengisa umxholo kunye neehook zokuqinisa ulwazi lophawu.
Ngokusebenzisa ukuthengisa umxholo ukuchaza iimeko zokusetyenziswa kunye nexabiso leemveliso zeHook, sinokuphucula ulwazi lwabathengi kunye nokuthembana kwabo, kwaye sikhuthaze ukuguqulwa kokuthenga okuphindaphindiweyo.
Ezi ndlela zintlanu ziyahambelana, zinceda abathengisi be-e-commerce ukuba batshintshe ekuthengeni kube kanye baye ekuthengeni okuphindaphindiweyo, kwaye bakhe ukukhula okuzinzileyo kwentengiso ixesha elide.
Amanani aphantsi okuthenga kwakhona ayisosiphelo, kodwa sisiqalo sokuphucula imisebenzi kunye namaqhinga emveliso. Ngokusebenzisa "iimveliso ezirhuqwayo" ngempumelelo, nawe ungafikelela kwimpumelelo kwintengiso yenyanga yamashumi ezigidi.
总结
Ukuba umthengi unokuthenga kuwe kube kanye kuphela, uza kubanjwa ngumlo ongapheliyo wezithuthi, kwaye ekugqibeleni uza kuba nenzuzo encinci eseleyo.
Ukuba abathengi bathenga kuwe ngokuphindaphindiweyo, ungaphumelela idabi lanamhlanje ngenzuzo yexesha elizayo.
Kwixesha lokhuphiswano olukhulu kubathengi abakhoyo, izinga lokuthenga kwakhona yindlela yesibini ebalulekileyo yenkampani.
Icebo lokwenyani asikokugxila kwi-ROI, kodwa kukwakha umqobo wokuphinda uthenge.
Ukuthenga okuphindaphindiweyo "ngumjelo ongabonakaliyo" wenkampani ye-e-commerce kwaye yinto ebalulekileyo ekubeni ishishini lingakwazi na ukumelana nemijikelo yezoqoqosho.
Imbono yam icacile: amaqonga e-commerce angenazo izinto eziphinda-phindayo amiselwe ukuba ngamakhoboka etrafikhi; ngelixa amaqonga e-commerce anezinto eziphinda-phindayo ezona zinto zibangela ixabiso lokwenyani.
Kwimbali ende yorhwebo, kuphela ngokuseka ukuthengwa okuphindaphindiweyo apho inkampani inokuba namandla azinzileyo.
Izinga lokuthenga eliphindaphindwayo yindlela yokuphila yorhwebo lwe-e-commerce.
Thabatha inyathelo ngoku. Yeka ukuzifica kwinkohliso yokuzuza imali yexesha elifutshane uze wakhe inzuzo yakho yexesha elide yokhuphiswano.
Ngethemba, inqaku elithi "Yintoni omawuyenze ukuba akukho xabiso liphindayo lokuthenga kwi-e-commerce? Amaqhinga ama-5 'emveliso ehambelanayo' avela kumthengisi onentengiso yenyanga ezizigidi ezingamashumi ezigidi," elabiwe kwibhlog kaChen Weiliang ( https://www.chenweiliang.com/ ), liya kuba luncedo kuwe.
Zive ukhululekile ukwabelana ngekhonkco leli nqaku: https://www.chenweiliang.com/cwl-34033.html