Ni gute amakuru y'ibicuruzwa ashobora kugira ingaruka ku guhitamo ibicuruzwa? Uburyo bufatika bwo kumenya abashobora kugurishwa cyane hakoreshejwe amakuru y'ibicuruzwa n'ibyavuye mu bubiko

Ni gute amakuru y'ibicuruzwa ashobora kugira ingaruka ku guhitamo ibicuruzwa? Uburyo bufatika bwo kumenya abashobora kugurishwa cyane hakoreshejwe amakuru y'ibicuruzwa n'ibyavuye mu bubiko

Mu isiganwa mpuzamahanga ry’ubucuruzi bwa elegitoroniki bukorerwa mu mahanga, "guhitamo ibicuruzwa bikwiye" ni ngombwa cyane kugira ngo abacuruzi bakure kandi batere imbere. Ariko, gukurikira ibigezweho mu buryo buhumyi, ibirarane by’ububiko, no kubura amahirwe yo kugurisha cyane byabaye imbogamizi ku bagurisha benshi. Guhitamo ibicuruzwa gakondo bishingiye ku bushakashatsi ku isoko no gusesengura abanywanyi, ariko akenshi ntibyita ku mutungo w’ingenzi—amakuru y’ibicuruzwa.

Mu gihe Serivisi y'ibicuruzwaByari bifatwa nk' "ibikoresho byo kurangiza gusa," abacuruzi bakomeye bamaze igihe kinini babizamura ku buryo bw'ingenzi mu gufata ibyemezo byo guhitamo ibicuruzwa byabo. Amakuru yerekeye ibikoresho ahuza uruhererekane rw'ibicuruzwa byose—kuva ku musaruro kugeza ku gutwara ibicuruzwa biva mu bihugu bijya mu mahanga, ububiko mu gihugu kijyamo, hanyuma, amakuru yerekeye ibicuruzwa biva mu bubiko. Amakuru y'igipimo cy'ibicuruzwa n'ibiciro by'ibicuruzwa ni "ibipimo bya zahabu" byo kumenya ibicuruzwa bishobora kugurishwa cyane. Iyi nkuru izasobanura neza uburyo amakuru y'ibikoresho agira ingaruka ku guhitamo ibicuruzwa, ifasha abacuruzi b'ibihugu bijya mu mahanga guhindura agaciro k'ibikoresho mu guhangana mu buryo bw'ingamba no gufata neza amahirwe y'ibicuruzwa bigurishwa cyane.

I. Gusobanura Agaciro k'Ibikoresho: Kuva ku "Gushyigikira Ishyirwa mu Bikorwa" kugeza ku "Ihuriro ry'Ingamba zo Guhitamo Ibicuruzwa"

Itandukaniro nyamukuru mu bucuruzi bwambukiranya imipaka riri mu busumbane buri hagati y’ “itandukaniro ry’ibicuruzwa mu guhitamo neza” n’ “itandukaniro ry’ibicuruzwa mu buryo buhoraho.” Abagurisha benshi bizera ko ibikoresho ari “kugeza ibicuruzwa aho bijya gusa,” ariko birengagiza ko amakuru y’ibikoresho ari yo “kiraro cy’amakuru” cyonyine gihuza urusobe rw’ibicuruzwa byo mu Bushinwa n’ibikenewe ku isi.

Ku bagurisha bifuza gukura no gutera imbere, agaciro k'ibikorwa remezo kagaragarira mu ngero eshatu:

Kugenzura Ubuziranenge bw'Ibikenewe: Ubushakashatsi ku isoko bushobora kuba ubwo gukekeranya, ariko amakuru yerekeye ubwikorezi ntabwo ari ukuri—inshuro ibicuruzwa byoherezwa, ibicuruzwa bigurishwa, n'igipimo cyo kwishyura ibicuruzwa bya gasutamo bigaragaza neza icyifuzo nyacyo ku isoko rya nyuma;

Umuburo ku byago bya hakiri kare: Ibirarane by'ibicuruzwa, imari shingiro ifunganye, n'ibibazo by'amategeko—izi mbogamizi zishobora gutesha agaciro abacuruzi banini—byose bishobora kumenyekana mbere y'igihe binyuze mu makuru y'ibijyanye n'ubwikorezi (nk'ibyago byo gutinda kugurisha ibicuruzwa ndetse n'ibyago byo kubahiriza amategeko byo gutinda gutangwa kuri gasutamo kenshi);

Kunoza Imikoreshereze y’Umuyoboro w’Ibicuruzwa: Iterambere rikomeye ry’ibicuruzwa bikomeye risaba inkunga y’umuyoboro w’ibicuruzwa. Amakuru yerekeye ibikoresho ashobora gufasha abacuruzi kunoza ingano y’ibicuruzwa, uburyo bwo gutwara, n’imiterere y’ububiko, birinda igihe "ibicuruzwa bikomeye bihagera ariko bikabura ububiko" cyangwa "ububiko bwinshi bugafata imari."

Brand Empowerer, ikigo mpuzamahanga gitanga serivisi z’ibicuruzwa ku isi, cyiboneye iterambere ry’abacuruzi benshi: ibigo byageze ku iterambere rishoboka byose byashyize amakuru y’ibicuruzwa mu buryo bwo gufata ibyemezo byo guhitamo ibicuruzwa, byubaka uruziga rwiza rw’ "guhitamo ibicuruzwa - ububiko - ububiko".

II. Amakuru y'ingenzi yerekeye uburyo bwo guhitamo ibicuruzwa: Urwego rwo gusobanura amakuru ajyanye n'ibicuruzwa n'ibiciro

Guhitamo ibicuruzwa byambukiranya imipaka bikubiyemo ibipimo byinshi by'amakuru yerekeye ubwikorezi, ariko intego nyamukuru ni ibipimo bibiri by'ingenzi: "igipimo cy'ibicuruzwa" n' "iminsi y'ibicuruzwa byagurishijwe." Guhuza ibi n'amakuru y'inyongera kugira ngo byemezwe neza bitanga isuzuma ry'ubushobozi bw'ibicuruzwa.

1. Iminsi yo Guhindura Ibicuruzwa: "Ibuye ry'agaciro" ry'Ibicuruzwa Bigurishwa Cyane

Iminsi yo gucuruza ibicuruzwa = (iminsi yo gucuruza ibicuruzwa mu buryo bwihuse + iminsi yo kubika ibicuruzwa mu mahanga + iminsi yo kubizana). Igisobanuro cyabyo cy'ingenzi ni "igihe cy'ikiguzi cy'uruhererekane rw'ibicuruzwa byose kuva aho ibicuruzwa biturutse ku mucuruzi w'Umushinwa kugeza ku byo umuguzi yakiriye." Mu bijyanye n'ibicuruzwa mpuzamahanga, gusobanura iki kimenyetso bisaba gusuzuma uburyo bwo gutwara ibicuruzwa n'ibiranga igihugu kijyamo: **Gucuruza ibicuruzwa vuba (Ihindagurika ry’ibicuruzwa (iminsi 30-60): Ibi ahanini biba ku bicuruzwa bisanzwe bitwarwa cyane cyane mu nyanja (urugero, ibikoresho byo hanze, ibikoresho bito). Igurishwa rihoraho rigaragaza ko ibicuruzwa biri mu cyiciro cyo gukura. Guhuza ikoreshwa ry’ibicuruzwa byo mu mazi n’ibyo mu kirere bishobora kuringaniza ibiciro n’umutekano w’ibikoresho.
Ihindagurika ry’ibicuruzwa (iminsi irenga 60): Hari uburyo bubiri bukwiye kwitabwaho: haba kubura ibicuruzwa bihagije (ibintu bibanziriza kugurisha buhoro) cyangwa intege nke mu ruhererekane rw’ibicuruzwa (urugero, gutinda gusohora ibicuruzwa kuri gasutamo, imikorere mike yo kubika ibicuruzwa mu gihugu kigiye gukorerwamo). Muri iki gihe, kunoza gahunda y’ibicuruzwa ni ngombwa (urugero, guhindura uburyo bwihuse bwo gutwara ibintu, guhindura aho ububiko bwo mu mahanga buherereye). Niba ibicuruzwa bidahindutse, ni byiza kugabanya burundu itangwa ry’ibicuruzwa cyangwa kubikuraho burundu. Serivisi ya Brand Empowerer's DDP itanga amakuru akurikiranwa mu buryo nyabwo kuva ku "byoherezwa biva mu Bushinwa - imenyekanisha ry’ibicuruzwa kuri gasutamo - imenyekanisha ry’ibicuruzwa mu mahanga - gutanga ibicuruzwa," yemerera abagurisha kubara neza iminsi y’ihindagurika ry’ibicuruzwa kuri buri gicuruzwa no kwirinda amakosa yo gufata ibyemezo aterwa n’"ububiko butari bwumvikana mu nzira."

2. Igipimo cyo kugurisha: "Uruyunguruzo" rwo kwemeza ko ibintu ari ukuri.

Igipimo cyo kugurisha = (kugurisha mu gihe runaka ÷ ububiko bw'ibanze bwo mu mahanga + ububiko buri mu nzira) × 100%. Ishingiro ryabyo ni "kumenya niba icyifuzo cy'ibicuruzwa kirambye."

Gusobanura igipimo cy'ibiciro by'ibicuruzwa mu buryo bwambukiranya imipaka bisaba amakuru yuzuye y'ibijyanye n'ubwikorezi:
Izamuka ry’ibicuruzwa (>80%): Iyo bijyana n’izamuka ry’ibicuruzwa byihuse, bigaragaza ko ibicuruzwa bifite "ubushobozi bwo kuzamuka cyane." Urugero, umucuruzi w’ibikoresho byo mu rugo yavumbuye binyuze mu makuru y’ibijyanye n’ibikoresho ko ameza yo gukambikamo afite igipimo cy’izamuka ry’ibicuruzwa mu mazi mu minsi 45, igipimo cy’izamuka ry’ibicuruzwa mu bicuruzwa 85%, kandi agumanye ireme mu bihembwe bitatu byikurikiranya. Hanyuma bongereye amasoko kandi bafungura umuyoboro wo kongera ibicuruzwa mu ndege, bituma ibicuruzwa byikuba kabiri ndetse n’inyungu ziyongeraho 22% mu mezi atatu.
Izamuka ry’ibicuruzwa mu buryo bwiza (60%-80%): Ubusabe bw’ibicuruzwa burahamye, ariko ikiguzi cy’ibicuruzwa gikeneye kunozwa—urugero, gusimbuza LCL n’imizigo yo mu mazi ya FCL, cyangwa guhindura uburyo ububiko bwo mu mahanga bukwirakwizwa kugira ngo hagabanywe iminsi yo kubigeza no kunoza uburyo ibicuruzwa bigurishwa.
Igiciro gito cy’ibicuruzwa (

Ikintu cy'ingenzi hano ni "imiterere y'amakuru y'ibijyanye n'ubwikorezi mu gihe nyacyo": Serivisi yo guhuza API ya Brand Empowerer ishobora guhuza amakuru y'ibicuruzwa by'abagurisha n'ibijyanye n'ubwikorezi, bigatuma imibare y'ibicuruzwa ishyirwamo "ububiko bw'ibicuruzwa mu buryo bwihuse," birinda gufata ibyemezo bibi ku busabe bitewe n'amakuru "yoherejwe ariko atarakirwa".

3. Amakuru y'inyongera: Kongera Ubunyangamugayo mu Kumenya Ibicuruzwa Bigurishwa Cyane

Uretse ibipimo by'ingenzi, amakuru akurikira yerekeye ibikoresho ashobora kwemeza ubushobozi bw'ibicuruzwa:

Ihindagurika ry'Igihe cyo Gutwara: Niba ihindagurika ry'igihe cyo gutanga ibicuruzwa mu bicuruzwa byinshi ari iminsi ≤3 (urugero, ibicuruzwa byo mu kirere muri Amerika bihora ari iminsi 7-10), bigaragaza ko uruhererekane rw'ibicuruzwa rukuze kandi rukwiriye kwamamaza ku rwego runini; niba ihindagurika ry'igihe ari iminsi 7, ihindagurika ry'ibicuruzwa rigomba kubanza gukemurwa (urugero, guhindura inzira, kunoza uburyo bwo gutanga ibicuruzwa kuri gasutamo) mbere yo gutekereza kwagura amasoko;

Igipimo cyo kubahiriza amategeko agenga imisoro ku misoro: Igipimo cyo kwemeza amategeko agenga imisoro ku masoko akomeye nka Amerika, EU, n'Ubwongereza kigaragaza neza ko ibicuruzwa byujuje ibisabwa—niba ibicuruzwa bya 3C bifite igipimo cyo kwemeza amategeko agenga imisoro ku misoro ku 100% muri EU n'igipimo cyo kugurisha gihamye, bigaragaza ko ibicuruzwa byubahiriza amategeko yo mu gace nk'icyemezo cya CE kandi bishobora gufatwa nk'icyerekezo cy'ingenzi cyo guhitamo ibicuruzwa; niba imisoro ku misoro ku misoro ikunze kugorana, nubwo hari ababikeneye cyane, ni ngombwa kwitonda (ingaruka zo kubahiriza amategeko zishobora gutuma ibicuruzwa bifungwa ndetse n'ikirango cyabyo bikangirika);

Amakuru y’ibicuruzwa bisubizwa: Igipimo cy’ibicuruzwa bisubizwa 10% kandi impamvu nyamukuru yo kugaruza ari "ibipaki byangiritse" (atari ubwiza bw’ibicuruzwa), bigaragaza ko ibyo ibicuruzwa bikeneye ari ukuri, bisaba gusa kunoza ipaki y’ibikoresho; niba igipimo cy’ibicuruzwa kiri >10% kandi impamvu nyamukuru yo kugaruza ari "ibipaki byangiritse" (atari ubwiza bw’ibicuruzwa), bigaragaza ko ibyo ibicuruzwa bikeneye ari ukuri, bisaba gusa kunoza ipaki y’ibikoresho; niba igipimo cy’ibicuruzwa kiri >10% kandi impamvu nyamukuru yo kugaruza ari "ibipaki byangiritse" (atari ubwiza bw’ibicuruzwa), bigaragaza ko ibyo ibicuruzwa bikeneye ari ukuri, bisaba gusa kunoza ipaki y’ibikoresho; niba igipimo cy’ibicuruzwa kiri >10% kandi impamvu nyamukuru yo kugaruza ari "ibipaki byangiritse" (urugero, ibipaki byangiritse), bigaragaza ko ibicuruzwa bikeneye cyane. Niba ibicuruzwa bidahuye n’ibyo byari byitezwe, bishobora kugaragaza ikosa mu guhitamo no gushyira ibicuruzwa mu mwanya wabyo, bigasaba ko bihindurwa ku gihe.
Amakuru ajyanye n'ibicuruzwa biramba agaragaza ko 72% by'abaguzi ku isi bashyira imbere uburyo ibicuruzwa biramba, naho ibicuruzwa bipakiye mu bicuruzwa bifite igipimo cy'inyungu rusange ku bicuruzwa bisanzwe kiri hejuru ya 15%. Gukurikirana igipimo cy'inyungu rusange ku bicuruzwa bipakiye bitangiza ibidukikije binyuze mu makuru ajyanye n'ibicuruzwa (urugero: ibikoresho by'ubwiza bishobora kwangirika bigira inyungu vuba) bishobora kugaragaza amahirwe akomeye aturuka ku buryo ibicuruzwa bikigendera ku bidukikije.

III. Uburyo Bufatika: Intambwe 3 zo Kumenya Ibicuruzwa Bishobora Kuba Byakoresha Imiterere y'Ibikoresho

Guhitamo ibicuruzwa ntabwo ari "uburyo umuntu yumva ibintu mu nda," ahubwo ni "uburyo bwo gucunga amakuru mu buryo bufunze." Dushingiye ku manza zirenga 100 z'ibirango byambukiranya imipaka zatanzwe na Brand Empowerer, twasobanuye inzira ifatika ishobora gushyirwa mu bikorwa mu buryo butaziguye:

Intambwe ya 1: Shyiraho urujya n'uruza rw'amakuru rudahindagurika hagati y'ibicuruzwa, ububiko bw'ibikoresho, n'ibicuruzwa bigurishwa.

Ihame ry'ingenzi ni "gukomeza amakuru," kwirinda gufata ibyemezo bibi biterwa n'amakuru acitsemo ibice:

Guhuza amakuru: Huza n'uruhererekane rw'amakuru rw'abatanga serivisi z'ubwikorezi (urugero: inzira y'ubwikorezi, aho ibicuruzwa bigeze, ububiko bw'ibikoresho mu mahanga), amakuru ajyanye n'ibicuruzwa bya platform (urugero: kugurisha kuri Amazon FBA, ibyo Shopify yatumije), n'amakuru ajyanye n'umusaruro w'abatanga serivisi;

Ibisobanuro by’amakuru ahuriweho: Sobanura neza "iminsi y’ihindagurika ry’ibintu" kugira ngo ikubiyemo ubuzima bwose bw’"itegurwa ry’ibikorwa + ubwikorezi mpuzamahanga + itangwa ry’ibicuruzwa ku buntu + ishyirwa mu bubiko + itangwa ry’ibintu," hatabariwemo amakuru adasanzwe nk’iminsi mikuru n’ubwinshi bw’ibyambu ("amategeko yo kuyungurura ibintu adasanzwe" ashobora gushyirwaho);

Guhitamo ibikoresho: Koresha uburyo bwo guhuza API (urugero, API ya Brand Empowerer kugira ngo uhuze na porogaramu zisanzwe z’ubucuruzi bwa elegitoroniki) cyangwa dashboards z’amakuru kugira ngo ubone amakuru mu buryo nyabwo kandi wirinde ko imibare isubirwamo n’intoki.

Intambwe ya Kabiri: Isesengura ry’Ibintu Bitandukanye – Gushaka Uruvange rw’Indashyikirwa rw’“Ubwinshi bw’Ibicuruzwa Bigurishwa + Ihindagurika Rikwiye”

Binyuze mu isuzuma rya "Ubwinshi bw'ibicuruzwa - Iminsi y'Ihindagurika", ibicuruzwa bishyirwa mu byiciro kandi ingamba zigashyirwaho:

Inyigo: Umucuruzi wa 3C ukorera mu mahanga yavumbuye binyuze mu isuzuma ry’amakuru ko icyuma gitanga amashanyarazi kidafite umugozi gifite ingano y’ibicuruzwa byagurishijwe ya 78% n’umusaruro w’ibicuruzwa byo mu mazi w’iminsi 52, abishyira mu cyiciro cy’ “ibiciro bishobora kugurishwa cyane.” Nyuma yaho, ku bufatanye na Brand Empowerer, umucuruzi yanogeje uburyo bwo gukoresha ibikoresho – akoresha “umusaruro wuzuye w’ibicuruzwa byo mu mazi + gushyira ibicuruzwa mu bubiko bwo mu mahanga mu burasirazuba bwa Leta Zunze Ubumwe za Amerika” – bigabanya iminsi y’ibicuruzwa kugeza ku minsi 38. Muri icyo gihe, umubare w’ibicuruzwa wariyongereye. Nyuma y’amezi atatu, ibicuruzwa byaje ku mwanya wa mbere mu byiciro byabyo kuri uru rubuga, inyungu yiyongereyeho 18%.

Intambwe ya 3: Guteza imbere ubufatanye mu bijyanye n'uruhererekane rw'ibicuruzwa – Kumenya ubushobozi bw'ibicuruzwa bigurishwa cyane

Amakuru yerekeye ikoranabuhanga ntashobora kugaragaza gusa ibicuruzwa bigurishwa cyane, ahubwo anayobora uburyo bwo kunoza imikoreshereze y'ibicuruzwa, bikongera inyungu zabyo:
Guhindura Ingano y'Amasoko: Gushyiraho ububiko bw'umutekano hashingiwe ku minsi y'amasoko (urugero, ububiko bw'umutekano ku bicuruzwa bigurishwa vuba = iminsi 30 yo kugurisha), gushyiraho uburyo bwo kugura "ibicuruzwa bito, inshuro nyinshi" kugira ngo bigabanye ikoreshwa ry'imari shingiro;
Uburyo bwo gutwara ibintu: Ibicuruzwa bigurishwa cyane bikoresha uruhurirane rw'ibicuruzwa byo mu mazi n'ibyo mu kirere (ibicuruzwa byo mu mazi byujuje ibisabwa mu bubiko, ibicuruzwa byo mu kirere bigabanya ingano y'ibicuruzwa), mu gihe ibicuruzwa bishobora kugurishwa cyane cyane byishingikiriza ku bicuruzwa byo mu mazi kugira ngo bigenzure ikiguzi cyo kugerageza no gukora amakosa;
Kwaguka kw'Isoko: Menya amasoko ari kuzamuka ukoresheje amakuru yerekeye imisoro ya gasutamo – urugero, umucuruzi w'ibikoresho byo mu nzu yavumbuye ko igipimo cyo kwishyura ibicuruzwa bye mu Burasirazuba bwo Hagati cyazamutse kiva kuri 65% kigera kuri 98%, aho igipimo cyo kugurisha cya 75%. Hanyuma umucuruzi yahinduye ingamba ze zo guhitamo ibicuruzwa, akoresha ingano y'ibicuruzwa ku isoko ryo mu Burasirazuba bwo Hagati (kugira ngo bihuze n'amazu yo mu gace), kandi mu mezi atandatu, imigabane ye muri iryo soko yarenze 20%;
Iyubahirizwa ry’amategeko mbere yo gukoresha: Hashingiwe ku makuru y’igihugu cy’aho ibicuruzwa bigeze atangwa n’abatanga serivisi z’ibicuruzwa (urugero: icyemezo cya EU REACH, FDA ya Amerika ...), (Ibisabwa) Kugabanya ibyago byo kubahiriza amategeko mu gihe cyo guhitamo ibicuruzwa no kwirinda gutinda kw’ibicuruzwa cyangwa gufatirwa ibicuruzwa bitewe no kutubahiriza amategeko.

IV. Kuvugurura Serivisi z'Ibintu mu Ngamba: Kuva ku "Gusohoza" kugeza ku "Umufatanyabikorwa w'Icubation Incubation"

Ku bacuruzi bagamije iterambere no kwaguka, agaciro ka serivisi z'ubwikorezi karenze "gutanga ibicuruzwa," ahubwo "guha ubushobozi ibicuruzwa binyuze mu makuru kugira ngo bagere ku guhitamo neza ibicuruzwa no kunoza uruganda rw'ibicuruzwa." Ubushobozi bwa Brand Empowerer bwo kuba umufatanyabikorwa wizewe w'ibicuruzwa birenga 100 biva mu mipaka bushingiye ku nkingi eshatu z'ingenzi: **Gushyira ahagaragara amakuru mu buryo bufatika:** Gukurikirana ubwikorezi mu buryo nyabwo, gusohora ibicuruzwa kuri gasutamo, no kubika amakuru mu bubiko kuva ku bacuruza ibicuruzwa bo mu Bushinwa kugeza ku kuyageza mu bubiko bwa Amazon FBA, gutanga amakuru nyayo yo gufata ibyemezo byo guhitamo ibicuruzwa. **Guhindura ubwikorezi mu buryo bwinshi:** Guhuza ibicuruzwa byo mu mazi, ibicuruzwa byo mu kirere, n'ibisubizo mpuzamahanga bishingiye ku kugurisha ibicuruzwa n'amakuru y'ibiciro, kuringaniza ikiguzi no ku gihe—urugero, gukoresha "ubwikorezi bwo mu mazi + kongeramo ibicuruzwa byo mu kirere" ku bicuruzwa bigurishwa cyane na "ubwikorezi bwo mu mazi LCL" kugira ngo bigabanye ikiguzi cy'ibicuruzwa byihariye. **Ubufasha mu kubahiriza amategeko y'aho hantu:** Kumenyera amategeko y'ubwikorezi kuri gasutamo n'ibisabwa mu kubahiriza amategeko mu masoko akomeye nka Amerika, EU, n'Ubwongereza, gutanga "ibitekerezo ku makuru yubahiriza amategeko" kugira ngo bifashe abacuruzi kwirinda ingorane zo kubahiriza amategeko mu gihe cyo guhitamo ibicuruzwa no kwihutisha ibihe byo gutangiza ibicuruzwa.

Nk’uko umwe mu bagurisha ibicuruzwa bambukiranya imipaka wagurishije miliyoni mirongo buri mwaka yabivuze, "Mbere, guhitamo ibicuruzwa byashingiraga ku gukekeranya, bigatuma ububiko bugabanuka cyangwa ubwinshi bw’ibicuruzwa. Ubu, amakuru y’ibicuruzwa ni 'icyitegererezo cyanjye cyo guhitamo ibicuruzwa.' Ingano y’ibicuruzwa n’uburyo bwo kubitwara bishyigikiwe n’amakuru, ari na yo shingiro ryo gukura no gukomera."