81% by'abaguzi bareka kugura kubera amahitamo yo kohereza ibicuruzwa: Ni gute wakongera igipimo cyo guhindura ibicuruzwa mu maduka binyuze mu buryo butandukanye bwo gutanga ibicuruzwa?

81% by'abaguzi bareka kugura kubera amahitamo yo kohereza ibicuruzwa: Ni gute wakongera igipimo cyo guhindura ibicuruzwa mu maduka binyuze mu buryo butandukanye bwo gutanga ibicuruzwa?

Mu rwego rw’ubucuruzi bwo kuri interineti ku isi hose, hari imbogamizi zihishe hagati yo "gukanda kugira ngo wongere ku gikapu" no "gusoza kwishyura" - uburyo bwo gutanga ibicuruzwa. Amakuru agaragaza ko 81% by’abaguzi bareka ibyo bagura kuko uburyo bwo gutanga ibicuruzwa budahuye n’ibyo bifuzaga. Ibi bivuze ko nubwo haba hari imbaraga nziza z’ibicuruzwa n’ibiciro, iyo Serivisi y'ibicuruzwaIyo bitajyanye n'ibyo abaguzi bakeneye, imbaraga zose zakoreshejwe mu gukurura urujya n'uruza rw'abantu n'ibikorwa bishobora kuba imfabusa.

Serivisi zo gutwara abantu ntabwo ari "umuyoboro w'inyongera" gusa, ahubwo ni "impinduka y'ingenzi" igira ingaruka ku byemezo by'abaguzi. Ku bigo bireba isoko mpuzamahanga, bashobora gute gusenya inzitizi zo guhindura ibicuruzwa binyuze mu buryo butandukanye kandi bworoshye gukoresha, bigatuma abaguzi bava mu "gutinda kureka" bakaba "abashinzwe gushyira ibintu mu buryo bwihutirwa"? Iyi ni yo ngingo y'ingenzi y'iterambere Brand Empowerer yafashije ibigo amagana kwemeza mu myaka myinshi ishize serivisi mpuzamahanga zo gutwara abantu.

I. Ingingo z'ingenzi zibabaza abaguzi bareka kugura: "Gucika intege kwihishe" kwa serivisi z'ibicuruzwa

Kugira ngo hongerwe igipimo cyo guhindura ibicuruzwa, intambwe ya mbere ni ukumva impungenge nyazo z'abaguzi mu gihe cyo gutanga ibicuruzwa. Inyuma y'ibi bibazo hari itandukaniro rikomeye hagati ya serivisi z'ibikoresho n'ibyo abaguzi biteze. Buri kintu cyose kidakenewe gishobora kuba imbarutso ya nyuma ituma umuntu areka kugura:

Ibiciro bidasobanutse neza n'ibiciro bihishe: Mu guhaha mu mahanga, abaguzi banga cyane kubona imisoro iri hejuru n'amafaranga yo kwishyura nyuma yo gutanga komande. Ubushakashatsi bwerekana ko 63% by'abaguzi bazareka komande bitewe n'ibiciro by'inyongera bitunguranye mu gihe cyo kwishyura, cyane cyane abakoresha batekereza ku biciro, aho ibiciro bihishe bibangamira ingengo y'imari yabo mu buryo butaziguye.

Nta mahitamo mu gihe cyo gutanga ibicuruzwa, ntibashobora guhaza ibyifuzo: Abaguzi bamwe biteguye kwishyura amafaranga yihuse ku bikenewe byihutirwa, mu gihe abandi bemera igihe cyo gutanga ibicuruzwa kirekire gato kugira ngo babone agaciro kabyo. Ariko, niba iduka ritanga igihe cyo gutanga ibicuruzwa kimwe gusa, rizatakaza amatsinda yombi y'abakiriya b'ingenzi. Urugero, ubucuruzi buto bukeneye kongera kuzuza imigabane bushobora kureka amasezerano kubera "imizigo yo mu mazi y'iminsi 30," mu gihe abaguzi ku giti cyabo bashaka ibiciro biri hasi bazabuzwa n'igiciro kinini cy'imizigo yo mu kirere y'iminsi 5.

Gutanga ibicuruzwa bidashingiye ku kuri no kutagira icyizere: Kubera ko hari inzira ndende zo gutwara ibicuruzwa zambukiranya imipaka, abaguzi bahangayikishijwe cyane n’ “ibicuruzwa byatakaye cyangwa byangiritse,” “gutinda kwemererwa ibicuruzwa kuri gasutamo,” no “kudashobora gukurikirana uko ibicuruzwa bihagaze.” Iyo abaguzi badashobora kubona garanti zisobanutse neza zo gutanga ibicuruzwa n’amakuru agezweho mu gihe nyacyo, bumva ko bafite ibyago mu gufata icyemezo cyo kugura biriyongera cyane, amaherezo bigatuma bareka kugura.

Ubuhanga buke no kutabasha guhangana n’ibibazo bitandukanye: Ku bagurisha ibicuruzwa kuri interineti, bamwe bakeneye ububiko bwinshi mu bubiko bwa Amazon FBA, abandi bagakenera kohereza ibicuruzwa byabo ku baguzi ba nyuma (icyitegererezo cyo kohereza ibicuruzwa mu buryo butaziguye); kandi abaguzi bashobora gukenera serivisi zihariye nko "gutanga ibicuruzwa ku nzu" cyangwa "gutanga ibicuruzwa mu gihe runaka." Icyitegererezo kimwe cyo gutwara ibicuruzwa ntigishobora gukwirakwira mu bihe bitandukanye, binatuma habaho gutakaza ibyo batumiza.

Izi ngingo zibabaza zishobora gusa nkaho ari "ihitamo ry'abaguzi," ariko mu by'ukuri, zikomoka ku "kubura" kwa serivisi z'ibikoresho bikorerwa mu mahanga. Iyo ibisubizo by'ibikoresho binaniwe gukemura izi mpungenge z'ingenzi, igihombo cy'ibiciro byo guhindura ibicuruzwa mu maduka kiba kidashoboka. Ishingiro ry'igisubizo riri mu guhindura serivisi z'ibikoresho biva ku "gusohoza ibintu mu buryo butunguranye" bikagera ku "guhindura ibintu mu buryo bufatika" - bihuza neza n'ibyo abaguzi batandukanye bakeneye binyuze mu buryo butandukanye bwo gutunganya ibicuruzwa, bityo bigabanye kurwanya gufata ibyemezo no kunoza imikorere y'ihindura ibicuruzwa.

II. Ibisubizo by'Ibikoresho Bitandukanye: Guhuza Ihuriro ry'Ingenzi rya "Ubushake - Serivisi - Guhindura"

Brand Empowerer, nk'ikigo mpuzamahanga gitanga serivisi zo gutwara abantu n'ibintu gishingiye cyane mu Bushinwa no ku isi yose, yemera neza ko "uburyo butandukanye bwo gutanga serivisi zo gutwara abantu n'ibintu ari ukubaha ibyo abaguzi bakeneye." Dukoresheje uburyo bw'imyaka myinshi bwo gutanga serivisi, ihuriro ry'abatanga serivisi zo gutwara abantu n'ibintu barenga 100.000, hamwe na serivisi zo gutwara abantu n'ibintu mu buryo butandukanye, dufasha ibigo kubaka uburyo bwo gutwara abantu n'ibintu "bukubiyemo ibintu byose kandi bugahuza n'ibyo bikenewe byose," ibi bikaba ari ingenzi mu kunoza umubare w'abagura ibicuruzwa mu maduka:

1. Ishyirwa mu byiciro bitewe n'"Ikiguzi n'igihe": Guhaza ibyifuzo by'ingenzi by'abaguzi batandukanye

Abaguzi batandukanye bafite ibyo bakeneye by'ingenzi bitandukanye mu bijyanye n'ibikoresho; bamwe bashyira imbere "umuvuduko", mu gihe abandi bashyira imbere "ikiguzi." Amahitamo y'ibikoresho mu byiciro atuma abaguzi babona amahitamo meza, bityo bikagabanya igipimo cyo gutereranwa:
Ibikenewe byihutirwa Icyiciro: Gutwara ibicuruzwa mu kirere/Gutanga ibicuruzwa mu buryo bwihuta: Ku bakoresha bakeneye kohereza ibicuruzwa byihuse (nk'ibigo bito bikora ubucuruzi buciriritse cyangwa ibyo kwiyandikisha byihutirwa), dutanga serivisi zo gutwara ibicuruzwa mu kirere na serivisi mpuzamahanga zijyanye n'igihe, tugatanga serivisi zo gutwara ibicuruzwa mu buryo bwihuta mu minsi 5-7 ku isi. Ibisubizo by'ubwikorezi bw'ubwoko bwinshi bya Brand Empowerer birimo serivisi zo gutwara ibicuruzwa mu kirere zikorera ku byambu binini ku isi, hamwe n'inzira zo gukurikirana indege mu gihe nyacyo n'inzira zo kwishyura ibicuruzwa byihutirwa, kwemeza igihe cyo kohereza ibicuruzwa gihamye no gutuma abaguzi biyemeza kwishyura amafaranga y'inyongera ku "serivisi zihuse."

Uburyo bwo Kugabanya Ikiguzi: Umurongo wa DDP w’Ibintu Bicuruzwa mu Nyanja: Ku bakoresha bashyira mu gaciro ku biciro batihutira kwakira ibicuruzwa (nk'abaguzi ku giti cyabo n'ibigo bito n'ibiciriritse bifite ububiko bwinshi), dutanga serivisi yo gukoresha umurongo wa DDP w’ibintu bicuruzwa mu nyanja. Mu kunoza uburyo bwo guhuza inzira n'uburyo bwo gusohora ibicuruzwa mu mazi, tugabanya igihe cyo gutwara ibicuruzwa mu mazi kikagera ku minsi 20-30. Uburyo bwose bukoresha uburyo bwa DDP "kuva ku nzu kugera ku nzu" - imisoro yose ya gasutamo n'imisoro bibarwa mbere y'igihe, bigakuraho ikiguzi icyo ari cyo cyose cyihishe. Abaguzi bashobora kubona neza amafaranga yose basohora iyo batanze itegeko, bagakuraho burundu impungenge ku "mafaranga y'inyongera."

Uburyo bwo Guhindura Ibintu mu Buryo Buhindagurika: Uburyo bwo Gutunganya Ibintu mu Buryo Butandukanye: Ku bagurisha ibicuruzwa byo kuri interineti bafite ingano idahindagurika y’ibicuruzwa kandi bakeneye kugenzura ingaruka z’ibicuruzwa, serivisi ya Brand Empowerer's Dropshipping irakwiriye cyane. Abagurisha ntibakeneye kubika ibicuruzwa; nyuma y’uko umuguzi atanze ibyo yatumije, duhita dutora, tugapakira, hanyuma tugatumiza mu bubiko bwacu bwo mu Bushinwa, "tugasanga nta kintu na kimwe cyujuje." Dushyigikira kandi gupakira no gushyira ikirango mu buryo bwihariye, tugahaza icyifuzo cy’abaguzi cyo "gutanga ibicuruzwa byihuse" mu gihe dufasha abagurisha kugabanya ikiguzi cy’imikorere, bigatuma ibiciro by’iduka birushaho kuba byiza, bityo bigatuma umubare w’abaguzi bahinduka.

2. Gushimangira serivisi zo gukorera mu mucyo no gutanga ingwate: Kubaka imbogamizi ku cyizere cy'abaguzi

Kwizerana ni ingenzi mu guhaha mu mahanga, kandi gukorera mu mucyo no mu mutekano mu bijyanye n'ibikoresho ni ingenzi mu kubaka icyo cyizere. Brand Empowerer ikemura ibibazo by'abaguzi binyuze muri serivisi ebyiri z'ingenzi: **Gukurikirana ibintu mu buryo bugaragara kugeza ku iherezo:** Amabwiriza yose agenga ibikoresho atanga uburyo bwo gukurikirana ibintu mu buryo butunguranye. Kuva igihe hatanzwe itegeko, abaguzi bashobora kureba urugendo rwose rw'ibicuruzwa byabo - kuva ku kubitwara mu bubiko bw'Abashinwa, gutwara abantu, kubikuza ibicuruzwa bya gasutamo kugeza ku kubigeza burundu - binyuze mu gice cy'inyuma cy'iduka cyangwa umurongo wihariye. Uku kwigenzura kugabanya cyane impungenge z'abaguzi. Amakuru agaragaza ko amaduka atanga uburyo bwo gukurikirana ibicuruzwa mu buryo butunguranye afite igipimo cyo gutereranwa kiri hasi cya 40% ugereranyije n'abadafite.

Ivugurura ry’ibicuruzwa bibiri mu bijyanye no kubahiriza amategeko n’umutekano: Kwemeza ibicuruzwa kuri gasutamo ni ikibazo gikomeye mu bijyanye n’ibikoresho byambukiranya imipaka. Brand Empowerer ifite uburambe bw’imyaka myinshi mu kwemeza ibicuruzwa kuri gasutamo mu masoko akomeye nka Amerika, Uburayi, n’Ubwongereza, igenzura ko iyubahirizwa ry’ibisabwa na porogaramu nka Amazon FBA 100%. Byongeye kandi, igenzura neza ko ibicuruzwa byubahirizwa kugira ngo irebe ko nta gutinda kwemeza ibicuruzwa kuri gasutamo. Byongeye kandi, ibyo byose byatumijwe birimo ubwishingizi bw’imizigo, birengera ibyago byo gutakaza cyangwa kwangirika mu gihe cyo gutwara, bigaha abaguzi kumva ko bafite "garanti yo gutumiza ibicuruzwa," bityo bikongera icyizere cyabo cyo kugura.

3. Ibisubizo by'imiterere yihariye: Guhuza n'ibikenewe mu kugurisha bitandukanye

Uburyo butandukanye bwo kugurisha busaba ubufasha butandukanye bwo gutwara ibintu; uburyo bumwe bwo gutwara ibintu ntibushobora gukwirakwiza ibintu byose byo guhindura ibintu. Serivisi za Brand Empowerer zihuza cyane ibisubizo byo gutwara ibintu n'uburyo bwo kugurisha:

Ishyirwa mu bikorwa ry'ububiko bwa FBA: Ku bagurisha Amazon, dutanga serivisi imwe ya FBA DDP, kuva ku gufata ibicuruzwa bivuye mu bagurisha b'Abashinwa, gupakira, gutanga ibicuruzwa kuri gasutamo kugeza ku kubigeza mu bubiko bwa FBA, byose nta nkunga y'umugurisha. Dukora ibishoboka byose kugira ngo ibicuruzwa byujuje ibisabwa na Amazon mu gupakira no gushyiramo ibirango, twirinda kwangwa bitewe n'ibibazo byo kubahiriza amategeko, dufasha abagurisha kongera kuzuza imigabane vuba no kudatinza igihe cyo kugurisha.

Ishusho y'Ibikorwa by'Ikirango: Ku bagurisha baha agaciro ishusho y'ikirango, dutanga amapaki yihariye, icapa ibirango by'ikirango, n'izindi serivisi, bigatuma inzira y'ibikorwa iba yongereye ubunararibonye bw'ikirango. Urugero, kwakira amapaki afite ibirango by'ikirango n'amapaki yihariye bitanga igitekerezo cyo "gusohora umuhango wo gusohora amasanduku," byongera kunyurwa kw'abakiriya no gushishikariza abaguzi kongera kugura. Kongera umubare w'abagura inshuro nyinshi mu by'ukuri bituma habaho imikorere myiza mu gihe kirekire.

Ibintu Bikomeye Bituma Abaguzi Bagura Ibicuruzwa Binini: Ku baguzi ba B2B cyangwa abaguzi banini bagura ibicuruzwa, dutanga ibisubizo byihariye by'ibicuruzwa, harimo inzira zihutishwa zo kwishyura ibicuruzwa ku buntu, gutanga ibicuruzwa mu buryo butunguranye, n'uburyo bwo kwishyura bugezweho, guhaza ibyifuzo by'abakiriya banini no gutuma abaguzi bagura ibicuruzwa ku buntu.

4. Inyigo y'Urugero: Ni gute ibisubizo by'ibijyanye n'ikoranabuhanga binoza ihinduka ry'ibiciro n'inyungu mu buryo butaziguye?

Rohaan, Ikirango cya Vape Umucuruzi wo muri Amerika, mbere yahuye n'igipimo cya 60% cyo gutererana iduka kubera ibihe bidahamye byo gutwara ibintu n'ibiciro byihishe. Nyuma yo gukorana na Brand Empowerer, twamugeneye igisubizo cy'ibikoresho bibiri: "Sea Freight DDP + Air Freight Express." Amabwiriza asanzwe yakoreshaga DDP yo gutwara ibintu mu mazi, yari ahendutse kandi nta kiguzi cyihishe yari afite; amabwiriza yihutirwa yatanze amahitamo yo gutwara ibintu mu kirere kugira ngo ahuze n'ibyo akeneye. Serivisi zo gukurikirana ibikoresho mu buryo bwihuse na serivisi zo gupakira nazo zahujwe.

Nyuma y'amezi atatu y'ubufatanye, igipimo cya Rohaan cyo gusiga iduka cyaragabanutse kigera kuri 25%, igipimo cyo guhindura ibicuruzwa cyariyongereyeho 38%, naho igipimo cyo kugura ibicuruzwa cyariyongereyeho 27% bitewe n'isuzuma ryiza rya serivisi zo gutwara ibintu. Undi mucuruzi wa Shopify, Amy, binyuze muri serivisi yacu ya Dropshipping n'ibitekerezo bivangwa n'ibicuruzwa, ntiyagabanyije ikiguzi cy'ububiko gusa, ahubwo yanabaye hafi kabiri inyungu ye bitewe no kubyaza umusaruro vuba no gupakira ibintu mu buryo bwihariye—ibyavuye mu guhuza cyane ibisubizo byo gutwara ibintu no guhindura ibicuruzwa.

Undi mucuruzi w’i Burayi, watinye kwagura urwego rw’amasoko kubera impungenge zijyanye n’ubwiza n’ingwate z’abatanga ibicuruzwa b’Abashinwa, yahawe serivisi na Brand Empowerer zirimo igenzura ry’ibikorwa by’uruganda, gutanga ibicuruzwa byinshi, n’imisoro ya gasutamo mu buryo busobanutse. Izi serivisi zagabanyije burundu impungenge zabo, amaherezo ubwiyongere bw’ibicuruzwa inshuro eshanu n’ubwiyongere bugaragara bw’umubare w’abagura ibicuruzwa mu maduka bitewe n’uko ibicuruzwa byatanzwe neza kandi bigatangwa ku gihe.

III. Umwanzuro: Ibikoresho si "ikigo cy'ikiguzi," ahubwo ni "moteri yo guhindura ibintu"

Muri iki gihe, ubucuruzi bwa elegitoroniki burimo guhatana cyane mu bucuruzi bwambukiranya imipaka, itandukaniro ry’ibicuruzwa n’ibiciro riri kugabanuka, mu gihe serivisi z’ibicuruzwa zirimo kuba imbogamizi nshya ku isoko. 81% by’abaguzi bareka kugura ibintu bitewe n’uburyo bwo kubitanga. Inyuma y’iyi mibare hari aho bibabaza kandi amahirwe - umuntu wese wumva ibyo abaguzi bakeneye mu bijyanye n’ibicuruzwa agatanga ibisubizo bitandukanye, bisobanutse kandi byizewe ku bijyanye n’ibicuruzwa azabasha kugera ku ntera ya nyuma y’uruhererekane rw’ibicuruzwa "bisaba serivisi-impinduka".

Brand Empowerer imaze imyaka myinshi igira uruhare runini muri serivisi mpuzamahanga z’ibicuruzwa kuva mu Bushinwa kugera ku isi. Dufite imishinga irenga 1000 yagenze neza, abacuruzi barenga 100.000 bafite ubushobozi bwo gutanga ibicuruzwa, hamwe n’ibisubizo by’ibicuruzwa kuva ku ntangiriro kugeza ku iherezo, twafashije ibigo amagana kugabanya umubare w’abatabona amaduka no kunoza umubare w’abagura ibicuruzwa. Twizera tudashidikanya ko serivisi z’ibicuruzwa atari "ubufasha" gusa, ahubwo ari "moteri y'ingenzi" yo guhindura ibicuruzwa - iyo ibisubizo by’ibicuruzwa bihuye neza n’ibyo abaguzi bakeneye, guhindura ibicuruzwa birakurikiraho.