Abathengi bamazwe ngamazwe banokufumana njani abathengisi bezitena zeLego abathembekileyo?

Abathengi bamazwe ngamazwe banokufumana njani abathengisi bezitena zeLego abathembekileyo?

1. Qonda imarike yezitena zeLego

1.1 Iimpawu zemarike yezitena zeLego
Njengento yokudlala yokwakha edumileyo kwihlabathi liphela, izitena zeLego zineempawu ezibalulekileyo zemarike ezilandelayo:
Impembelelo enkulu yophawu: Uphawu lweLego lwasungulwa ngo-1932. Emva kweminyaka ephantse ibe likhulu yophuhliso, luneqela elikhulu labathengi kwihlabathi liphela. Ngokwedatha ye-Euromonitor, isabelo seLego kwimarike yehlabathi yamathoyizi okwakha sidlula i-50%. Ulwazi kunye nodumo lwayo lophawu luphezulu kakhulu, kwaye abathengi nabo bathembekile kakhulu kuphawu lweLego.
Iintlobo ngeentlobo zeemveliso ezityebileyo: Izitena zeLego zigubungela iintlobo ngeentlobo ukusuka kumasuntswana asisiseko ukuya kwiiseti zezihloko (ezifana nothotho lwedolophu, uthotho lweStar Wars, uthotho lukaHarry Potter, njl.njl.), ezihlangabezana neemfuno ezahlukeneyo zabathengi abaneminyaka eyahlukeneyo kunye nomdla. Ngokwezibalo, iLego ivula iiseti zemveliso ezintsha ezingaphezu kwama-500 minyaka le. Olu luhlu lwemveliso lutyebileyo lunceda ekutsaleni abathengi abaninzi.
Imigangatho yomgangatho engqongqo: ILego ineemfuno ezingqongqo zomgangatho wemveliso, kwaye iimveliso zayo ziyahambelana nemigangatho emininzi yamazwe ngamazwe efana nomgangatho wokhuseleko lweetoyi ze-EU (EN71). Ukuchaneka kwamasuntswana ezitena ze-LEGO kuphezulu kakhulu, nto leyo enokuqinisekisa uzinzo kunye nokuhambelana kwendibano. Olu phawu lwemveliso esemgangathweni lusisiseko esibalulekileyo sendawo yayo kwimarike kwaye yenye yezona zinto abathengi bagxile kuzo.
Iindlela zokuthengisa ezahlukeneyo: I-LEGO ithengisa ngeendlela ezininzi kwi-intanethi nangaphandle kwe-intanethi. Kwi-intanethi, i-LEGO inewebhusayithi yayo esemthethweni kunye nevenkile yeqonga le-e-commerce, kwaye ithengiswa nakwiiplatifomu ezinkulu ze-e-commerce ezifana ne-Amazon; ngaphandle kwe-intanethi, i-LEGO ineevenkile, amaziko amava ophawu kunye neendawo zokuthengisa ngokubambisana nabathengisi kwihlabathi liphela. Le ndlela yokuthengisa eyahlukeneyo yenza i-LEGO igubungele imakethi ebanzi kwaye ikwabonelela ngeendlela zokuthenga ezingaphezulu kubathengi bamazwe ngamazwe.
Ixabiso lemfundo eliqatshelweyo: Izitena ze-LEGO aziyonto yokudlala nje kuphela, kodwa zikwanexabiso eliphezulu lemfundo. Zinokukhulisa ubuchule babantwana, ingcinga yendawo, ubuchule bokucinga ngengqiqo kunye nobuchule bokusebenza ngezandla. Ke ngoko, i-LEGO isetyenziswa ngakumbi kwicandelo lemfundo, kwaye izikolo ezininzi, amaziko emfundo kunye neentsapho zisebenzisa i-LEGO njengesixhobo semfundo. Olu phawu lwenza imfuno yokuthengwa kwezitena ze-LEGO kwimarike yemfundo ihlale izinzile. Xa bekhangela ababoneleli, abathengi bamazwe ngamazwe baya kuqwalasela nokuba umsebenzi wemfundo weemveliso zabo uyahlangabezana neemfuno zemarike yemfundo yasekuhlaleni.

2. Iindlela zokukhetha ababoneleli

2.1 Ukukhangela kwiqonga le-intanethi
Amaqonga e-intanethi yenye yeendlela ezibalulekileyo zokuba abathengi bamazwe ngamazwe bafumane ababoneleli beLego block. Nge-intanethi, abathengi banokufumana ngokukhawuleza ulwazi oluninzi lwababoneleli, oko konga ixesha kunye neendleko.
Iqonga le-B2B lobungcali: Isikhululo samazwe ngamazwe sase-Alibaba sesinye sezona qonga zinkulu ze-B2B ehlabathini, sinenani elikhulu lezixhobo zabathengisi beebhloko zeLego. Abathengi banokukhangela igama elingundoqo elithi "iibhloko zeLego" kwiqonga ukuze bakhangele ababoneleli abahlangabezana neemfuno. Ngokwezibalo, kukho ababoneleli beebhloko zeLego abangaphezu kwe-1,000 kwiSikhululo samazwe ngamazwe sase-Alibaba, apho malunga ne-30% yabo ngababoneleli abakumgangatho ophezulu abaqinisekisiweyo yiqonga. Aba bathengisi baqinisekisiweyo bakhuselekile ngakumbi ngokubhekiselele kumgangatho wemveliso, amandla emveliso, udumo, njl. Ukongeza, amaqonga e-B2B eethoyi zobungcali afana neGlobal Resource Network nawo aqokelela ababoneleli abaninzi beebhloko zeLego. Uninzi lwababoneleli kumaqonga abo ngabavelisi beethoyi zobungcali kunye nabarhwebi abaneentlobo ngeentlobo zeemveliso ezinokwanelisa iimfuno zabathengi abahlukeneyo.
Amaqonga eendaba zoluntu: Amaqonga eendaba zoluntu afana ne-Facebook kunye ne-LinkedIn akwabonelela ngeendlela ezintsha zokufumana ababoneleli beLego block. Ababoneleli abaninzi baya kuseta iiakhawunti zeenkampani kwezi qonga ukubonisa iimveliso kunye nolwazi lwenkampani. Ngokukhangela amagama angundoqo afanelekileyo kwi-Facebook, abathengi banokufumana ababoneleli abancinci beLego, abanokunika ingqalelo ngakumbi kwiinkonzo zokwenza ngokwezifiso ezenzelwe wena kwaye bahlangabezane neemfuno ezithile ezikhethekileyo. I-LinkedIn igxile ngakumbi kunxibelelwano lweshishini phakathi kweenkampani. Abathengi banokukhangela iingcali kushishino lweLego kwiqonga kwaye bafumane iingcebiso kunye namathuba entsebenziswano kubaboneleli ngabo. Ngokophando, malunga nama-20% abathengi bamazwe ngamazwe bafumene ngempumelelo ababoneleli abafanelekileyo beLego ngamaqonga eendaba zoluntu.
Iinjini zokukhangela: Iinjini zokukhangela ezifana neGoogle kunye neBaidu zizixhobo ezisisiseko zokufumana ulwazi. Abathengi banokukhangela inani elikhulu lamaphepha ewebhu afanelekileyo ngokufaka amagama angundoqo afana "nababoneleli beLego" kunye "nabavelisi beLego". La maphepha ewebhu anokubandakanya iwebhusayithi esemthethweni yomthengisi, intshayelelo yemveliso, uphononongo lwabathengi kunye nokunye okuqulathiweyo. Ngokujonga ngononophelo olu lwazi, abathengi banokuqonda kwangaphambili amandla kunye nodumo lomthengisi. Umzekelo, ngokukhangela kuGoogle, ungafumana abanye ababoneleli abancinci beLego abanokuba nomlinganiselo othile wokuthandwa kunye nesiseko sabathengi kwimarike yasekuhlaleni, kodwa abakaboniswa kumaqonga amakhulu e-B2B. Aba bathengisi banokuba neenzuzo eziphantsi zamaxabiso kunye neendlela eziguquguqukayo zokusebenzisana.
2.2 Thatha inxaxheba kwimiboniso yoshishino
Ukuthatha inxaxheba kwimiboniso yoshishino yenye indlela esebenzayo yokuba abathengi bamazwe ngamazwe bafumane ababoneleli bezakhiwo zeLego abathembekileyo. Lo mboniso ubonelela ngeqonga labathengi kunye nababoneleli lokuthetha ubuso ngobuso, nto leyo evumela abathengi ukuba baqonde ngakumbi iimveliso kunye namandla ababoneleli.
UMboniso weeToy waMazwe ngaMazwe: UMboniso weeToy waMazwe ngaMazwe (iSpielwarenmesse) obanjwa minyaka le eNuremberg, eJamani ngomnye wemiboniso ebaluleke kakhulu kushishino lweetoy lwehlabathi. Ababoneleli ngeebhloko zokwakha zeLego baza kuthatha inxaxheba ngokukhutheleyo kumboniso ukuze babonise iimveliso zabo zamva nje kunye nobuchwepheshe obutsha. Ngokwezibalo, iinkampani ezingaphezu kwama-2,800 zithatha inxaxheba kumboniso minyaka le, apho ababoneleli ngeebhloko zokwakha zeLego bathatha malunga ne-10%. Kumboniso, abathengi banokunxibelelana ngokunzulu nababoneleli ukuze baqonde ulwazi oluphambili olufana nomgangatho wemveliso, ixabiso, kunye nexesha lokuhanjiswa. Ukongeza, uMboniso weeToy waseNew York eMelika ukwaliqonga elibalulekileyo kubaboneleli ngeebhloko zokwakha zeLego ukubonisa iimveliso zabo. Lo mboniso utsala ababonisi abamalunga ne-1,000 minyaka le, phakathi kwabo inani lababoneleli abanxulumene neebhloko zokwakha zeLego liyanda minyaka le. Ngokuthatha inxaxheba kule miboniso yeetoy edumileyo kwihlabathi liphela, abathengi banokufikelela kubaboneleli abakumgangatho ophezulu kwihlabathi liphela kwaye bandise iindlela zabo zokuthenga.
UMboniso weeToy zasekhaya: Ishishini leetoy laseTshayina lithatha indawo ebalulekileyo kwihlabathi liphela. UMboniso weeToy waseTshayina waminyaka le utsala abathengi abaninzi basekhaya nabangaphandle. UMboniso weeToy waseTshayina uhlanganisa abavelisi beetoy abavela kulo lonke ilizwe, kuquka nabathengisi abaninzi beebhloko zokwakha zeLego. Ngokwezibalo ezivela kubaququzeleli bomboniso, iinkampani ezingaphezu kwama-2,000 zithatha inxaxheba kulo mboniso minyaka le, kwaye abathengisi beebhloko zokwakha zeLego bamalunga ne-5%. Uninzi lwaba bathengisi lunamandla okuvelisa kwaye lunokubonelela ngeenkonzo ezinkulu zoku-odola. Kumboniso, abathengi banokuhlola iisampulu zomthengisi kwindawo, baqonde inkqubo yemveliso kunye nenkqubo yokulawula umgangatho, baze ngaloo ndlela bavavanye ngokuchanekileyo ukuthembeka komthengisi. Ukongeza, uMboniso weeToy waseTshayina unendawo ekhethekileyo yokuxoxisana ngorhwebo, ebonelela ngendawo elungileyo yonxibelelwano kubathengi nakubathengisi kwaye ikhuthaza intsebenziswano phakathi kwamaqela amabini.
Umboniso weebhloko zokwakha zobungcali: Kwiminyaka yakutshanje, ngophuhliso oluqhubekayo lwemarike yeebhloko zokwakha, eminye imiboniso yobungcali igxile Iibhloko zokwakha ziye zavela kancinci kancinci. Umzekelo, uMboniso weeBhloko zokwakha zeHlabathi zaseTshayina (eShanghai) obanjelwe eShanghai minyaka le utsala iimpawu ezininzi ezaziwayo zezakhiwo kunye nababoneleli ekhaya nakwamanye amazwe ukuba bathathe inxaxheba kulo mboniso. Lo mboniso awubonisi nje kuphela iibhloko zokwakha zeLego, kodwa ukwabandakanya iimveliso zebhloko zokwakha zezinye iimpawu, ubonelela abathengi ngoluhlu olubanzi lokuthelekisa namathuba okukhetha. Kwimiboniso yeebhloko zokwakha zobungcali, abathengi banokufunda ngeengcamango zamva nje zoyilo lweebhloko zokwakha, iinkqubo zemveliso kunye neendlela zemarike, eziya kubanceda benze izigqibo zokuthenga ezinolwazi ngakumbi.

3. Ukuvavanya iziqinisekiso zomthengisi

3.1 Uvavanyo lwamandla emveliso
Ukuvavanya amandla okuvelisa abathengisi beebhloko zokwakha zeLego yeyona nto iphambili ekuqinisekiseni ukuba banokuhlangabezana neemfuno zokuthenga.

Isikali semveliso: Isikali semveliso sababoneleli sichaphazela ngokuthe ngqo amandla abo okubonelela. Ngokubanzi, ababoneleli beebhloko ezinkulu zeLego badla ngokuba nendawo yesityalo engaphezulu kwamawaka eemitha zesikwere kwaye banemigca emininzi yemveliso, enokufezekisa imveliso enkulu. Umzekelo, abanye abavelisi beebhloko zokwakha zeLego abaziwayo banokuvelisa amashumi ezigidi zeebhloko zokwakha ngonyaka, ezinokuhlangabezana neemfuno zeodolo zabathengi abakhulu. Ababoneleli abancinci banokufaneleka ngakumbi kwii-odolo ezincinci nezenziwe ngokwezifiso, ezinee-scales zemveliso ezincinci, kodwa banokubonelela ngeenkonzo eziguquguqukayo ngakumbi.

Izixhobo zokuvelisa: Izixhobo zokuvelisa eziphambili zisisiseko sokuqinisekisa ukusebenza kakuhle kwemveliso kunye nomgangatho wemveliso. Ababoneleli beebhloko zokwakha zeLego abathembekileyo badla ngokuxhotyiswa ngezixhobo eziphambili ezifana noomatshini bokubumba ngenaliti abazenzekelayo kunye nezixhobo zokucubungula isikhunta ezichanekileyo. Ezi zixhobo zinokuphucula ukusebenza kakuhle kwemveliso kwaye ziqinisekise ukuchaneka kunye nomgangatho wee-particles zeebhloko zokwakha. Ngokwezibalo, ababoneleli abanezixhobo zokuvelisa eziphambili banomgangatho ophezulu wemveliso ongama-30% - 50% kunabo baboneleli bezixhobo zemveli, kwaye izinga elingalunganga leemveliso linokwehliswa ngama-20% - 30%. Xa kuvavanywa, abathengi banokucela ababoneleli ukuba banike uluhlu lwezixhobo zokuvelisa kunye neeparameter zobugcisa ezifanelekileyo ukuqonda amandla abo emveliso kunye namandla obugcisa.
Amava emveliso: Amava emveliso yabathengisi anempembelelo ebalulekileyo ekuzinzeni komgangatho wemveliso yabo kunye nexesha lokuhambisa. Abathengisi abanamava eminyaka emininzi ekuveliseni iibhloko ze-LEGO banokuyilawula ngcono inkqubo yemveliso kunye neendawo zokulawula umgangatho, kwaye banciphise iingxaki kunye nokulibaziseka kwinkqubo yemveliso. Umzekelo, abanye abathengisi baqokelele amava angaphezu kweminyaka eli-10 ekuveliseni iibhloko ze-LEGO. Baqhelene neenkqubo zemveliso zeentlobo ezahlukeneyo zeemveliso zeebhloko zokwakha, banokuphendula ngokukhawuleza kwiimfuno zabathengi kwaye bahambise iimveliso ezikumgangatho ophezulu ngexesha. Abathengi banokuvavanya amava abo emveliso ngokujonga ixesha lokusekwa komthengisi, iimeko zeodolo zangaphambili kunye nolunye ulwazi.
3.2 Inkqubo yokulawula umgangatho
Umgangatho weebhloko ze-LEGO unxulumene ngokuthe ngqo namava kunye nokhuseleko lomthengi, ngoko ke kubalulekile ukuvavanya inkqubo yokulawula umgangatho yomthengisi.
Imigangatho yoMgangatho: Ababoneleli ngeebhloko ze-LEGO kufuneka balandele ngokungqongqo imigangatho yomgangatho efanelekileyo. Kumazwe ngamazwe, izitena ze-LEGO zilandela kakhulu umgangatho wokhuseleko lweetoyi ze-EU (EN71), umgangatho weKhomishini yoKhuseleko lweMveliso yaBathengi yase-US (ASTM F963), njl. Le migangatho igubungela iipropati zomzimba nezoomatshini, ukutsha, iipropati zeekhemikhali kunye nezinye izinto ukuqinisekisa ukhuseleko lwemveliso. Xa ukhetha umthengisi, abathengi kufuneka bamcele ukuba anike izatifikethi zokuqinisekiswa komgangatho ezihlangabezana nale migangatho, njengesatifikethi se-CE, isatifikethi se-ASTM, njl. Ngokwezibalo, izinga lokupasa lomgangatho wemveliso lababoneleli abaphumelele ezi zatifikethi zamazwe ngamazwe linokufikelela ngaphezulu kwe-95%.
Inkqubo yokuhlola umgangatho: Inkqubo epheleleyo yokuhlola umgangatho sisiqinisekiso esibalulekileyo sokuqinisekisa umgangatho wemveliso. Ababoneleli kufuneka bamisele uluhlu olupheleleyo lweenkqubo zokuhlola umgangatho ukusuka ekuhlolweni kwezinto eziluhlaza, ukujonga inkqubo yemveliso ukuya ekuhlolweni kwemveliso egqityiweyo. Kwinqanaba lezinto eziluhlaza, izinto eziluhlaza ezifana namasuntswana eplastiki kufuneka zihlolwe ngokungqongqo ukuqinisekisa ukuba ziyahlangabezana neemfuno zokhuseleko lokusingqongileyo kunye nomgangatho. Ngexesha lenkqubo yemveliso, umntu ozinikeleyo kufuneka ajonge umgangatho wenkqubo nganye ukuze afumane kwaye alungise iingxaki ngokukhawuleza. Kwikhonkco lokuhlola imveliso egqityiweyo, iqela ngalinye leemveliso kufuneka lithathwe iisampulu kwaye lihlolwe, kubandakanya ukuhlolwa kwembonakalo, ukulinganiswa kobungakanani, kunye novavanyo lokusebenza kweplagi. Umzekelo, abanye ababoneleli abakumgangatho ophezulu baya kusebenzisa izixhobo zokuvavanya ezenzekelayo ukuhlola iimveliso ezigqityiweyo, ezinokusebenza kakuhle kunye nokuchaneka, kwaye zinokunciphisa ngempumelelo izinga elingalunganga.
Inkqubo yokulandelela umgangatho: Ukuseka inkqubo yokulandelela umgangatho kunceda ekufumaneni nasekusombululeni iingxaki ngokukhawuleza xa zenzeka. Ababoneleli kufuneka bakwazi ukurekhoda ulwazi olufana nebhetshi yemveliso, umthombo wezinto eziluhlaza, kunye nomhla wokuveliswa kwemveliso ukuze zikwazi ukulandelwa xa kuyimfuneko. Xa imveliso ineengxaki zomgangatho kwimarike, inkqubo yokulandelela umgangatho inokuyifumana ngokukhawuleza imbangela yengxaki kwaye ithathe amanyathelo afanelekileyo okujongana nayo, inciphise ilahleko kunye nemiphumo emibi. Xa kuvavanywa, abathengi banokubuza ababoneleli ukuba bamise inkqubo yokulandelela umgangatho na kwaye babafune ukuba banikeze iirekhodi ezifanelekileyo kunye namatyala okulandelela ukuqinisekisa ukusebenza kwayo.

4. Phanda ukuthembeka kwababoneleli

4.1 Uphando lodumo lwemarike
Udumo lwemarike luphawu olubalulekileyo lokulinganisa ukuthembeka kwababoneleli beebhloko zokwakha ze-LEGO, nto leyo ebonisa udumo lwababoneleli kwimarike kunye nolwaneliseko lwabathengi.
Ingqokelela yovavanyo lwabathengi: Abathengi banokuqokelela uvavanyo lwabathengi lwababoneleli ngeendlela ezahlukeneyo. Kwiiplatifomu ze-B2B ezifana ne-Alibaba International Station, iphepha levenkile lomthengisi lidla ngokuba nenkqubo yovavanyo lwabathengi kunye novavanyo. Ngokwezibalo, ababoneleli abanamanqaku angama-4.5 nangaphezulu kwiplatifomu banolwaneliseko oluphezulu lwabathengi, kwaye umgangatho wemveliso yabo kunye nomgangatho wenkonzo ziqinisekisiwe ngakumbi. Ukongeza, impendulo yabathengi kwiiplatifomu zeendaba zoluntu ezifana ne-Facebook kunye ne-LinkedIn ikwalulwazi olubalulekileyo lwesalathiso. Abathengi abaninzi baya kwabelana ngamava abo entsebenziswano nababoneleli kwezi platifomu, kubandakanya umgangatho wemveliso, ixesha lokuhanjiswa, inkonzo emva kokuthengisa kunye nezinye izinto. Ngokophando, malunga nama-30% abathengi bamazwe ngamazwe baya kubhekisa kuphononongo lwabathengi kwimidiya yoluntu ukuvavanya ukuthembeka kwababoneleli.
Iiforam zemizi-mveliso kunye noluntu: Iiforam kunye noluntu olunxulumene noshishino lwezakhiwo ze-LEGO zikwayindawo elungileyo yokuqonda udumo lwababoneleli. Umzekelo, ezinye iiforam zemizi-mveliso yamathoyizi zipapasha rhoqo uluhlu lodumo lwababoneleli, oluveliswa ngokusekelwe kwimpendulo yokwenyani evela kubathengi abaninzi kunye nabathengi. Kwezi foram, abathengi banokunxibelelana nabanye abasebenzisi kwaye bafumane ulwazi lovavanyo lwababoneleli ngqo. Ngokwezibalo, ngaphezulu kwama-60% abathengi abafumana ulwazi ngomlomo ngeeforam zemizi-mveliso bathi olu lwazi lunempembelelo entle kwizigqibo zabo zokuthenga.
Iiarhente zovavanyo lweqela lesithathu: Ezinye iiarhente zovavanyo zeqela lesithathu ezingochwephesha ziya kuqhuba uvavanyo olupheleleyo kunye novavanyo kubaboneleli beebhloko zokwakha zeLego. Ezi arhente zihlala zinika amanqaku kwaye zibeka ababoneleli kwiinkalo ezahlukeneyo ezifana nomgangatho wemveliso, amandla emveliso, kunye nodumo. Umzekelo, iarhente yovavanyo lweshishini leethoyi edumileyo kwihlabathi liphela ethi "Toy Industry Review" inika abathengisi beebhloko zokwakha zeLego behlabathi lonke uxabiso minyaka le, kwaye iziphumo zayo zovavanyo zinegunya elikhulu kwaye zifanelekile ukubhekiswa. Abathengi banokubhekisa kwiingxelo zezi arhente zovavanyo zeqela lesithathu ukuze baqonde ngokukhawuleza udumo lwemarike kunye nokuthembeka kwababoneleli.
4.2 Uhlalutyo lweTyala labaThengi
Ukuhlalutya amatyala abathengi babathengisi yindlela esebenzayo yokuvavanya ukuthembeka kwabo kunye namandla abo. Ngokuqonda intsebenziswano phakathi kwababoneleli nabathengi abakhoyo, kunokwenzeka ukuba ugwebe ngokuvakalayo ukuba ngaba banokuthenjwa na.
Uhlalutyo lweMpembelelo yeTyala: Abathengi banokucela ababoneleli ukuba banike abathengi iimeko zentsebenziswano yabo ephumeleleyo, kubandakanya ulwazi oluneenkcukacha ezifana negama lomthengi, iprojekthi yentsebenziswano, uhlobo lwemveliso, ubungakanani beodolo, kunye nexesha lentsebenziswano. Umzekelo, abanye ababoneleli abakhulu bezakhiwo zeLego banobudlelwane bentsebenziswano bexesha elide neemveliso zokudlala ezidumileyo kwihlabathi liphela okanye abathengisi. Ezi meko ziphumeleleyo zibonisa ukuba ababoneleli banokuhlangabezana nemigangatho ephezulu ngokubhekiselele kumgangatho wemveliso, ixesha lokuhanjiswa, inkonzo emva kokuthengisa, njl. Ngokwezibalo, ababoneleli abaneemeko zabathengi ezingaphezu kwe-5 eziphumeleleyo banodumo oluqinileyo kunye namandla apheleleyo, kwaye banokuhlangabezana ngcono neemfuno zabathengi.
Ingxelo yabathengi kunye nokusombulula iingxaki: Xa sihlalutya iimeko zabathengi, akufuneki sigxile kwicala eliphumelelayo kuphela, kodwa kufuneka siqonde nzulu iingxaki ezidibene nabathengi ngexesha lenkqubo yentsebenziswano kunye nezisombululo ezithathwa ngababoneleli. Umzekelo, ukuba umthengisi angaphendula ngokukhawuleza aze athathe izisombululo ezisebenzayo emva kweengxaki zomgangatho wemveliso emva kwempendulo yabathengi, njengokugcwalisa kwakhona ngexesha elifanelekileyo, ukubonelela ngeenkonzo zokubuyisela kunye nokutshintshiselana, kunye nokuphucula iinkqubo zemveliso, oku kubonisa ukuba umthengisi unolwazi oluhle ngenkonzo yabathengi kunye nokukwazi ukusombulula iingxaki. Ngokophando, ababoneleli abanokusombulula iingxaki zabathengi ngexesha elifanelekileyo banokwandisa ulwaneliseko lwabo ngabathengi nge-30% - 50%, nto leyo enefuthe elihle ekuphuculeni udumo lwabo.
Ukuhlolwa kobudlelwane bentsebenziswano yexesha elide: Ubudlelwane bentsebenziswano ixesha elide bubonakalisa ukubaluleka kokuthembeka komthengisi. Abathengi banokuhlola iminyaka yentsebenziswano phakathi kwababoneleli kunye nabathengi abakhoyo. Ngokubanzi, okukhona ixesha lentsebenziswano lide, kokukhona ukuthembana phakathi kweemveliso kunye neenkonzo zomthengisi kunokuqhubeka nokuhlangabezana neemfuno zabathengi, kwaye ukuthembana phakathi kwamaqela amabini kuphezulu. Umzekelo, abanye ababoneleli basebenzisane nabathengi kangangeminyaka engaphezu kwemi-5 okanye eli-10. Olu budlelwane bentsebenziswano ixesha elide lubonisa ukuba umthengisi uneengenelo zokuzinza komgangatho wemveliso, ukuba nengqiqo kwamaxabiso, ukuchaneka kwexesha lokuhambisa, njl.njl., kwaye liqabane elithembekileyo.

5. Thelekisa amaxabiso kunye neenkonzo zababoneleli

5.1 Uhlalutyo lwengqiqo yamaxabiso
Icebo lokubeka amaxabiso labathengisi beebhloko zeLego lelinye lawona manqaku agxininiswa ngabathengi bamazwe ngamazwe. Amaxabiso afanelekileyo awahambelani nje kuphela neendleko zokuthenga, kodwa akwachaphazela ukhuphiswano lwemarike lweemveliso.
Ingqwalasela yeendleko: Iindleko zemveliso yeebhloko zeLego ziquka kakhulu iindleko zezinto eziluhlaza, iindleko zabasebenzi, ukwehla kwexabiso lezixhobo, iindleko zothutho, njl. Okwangoku, amaxabiso ezinto eziluhlaza ezifana namasuntswana eplastiki ayatshintshatshintsha kakhulu, nto leyo enefuthe ngqo kumaxabiso ababoneleli. Ngokwedatha yeshishini, iindleko zezinto eziluhlaza zithatha i-30% - 40% yeendleko zemveliso yeebhloko zeLego. Ababoneleli kwiindawo ezahlukeneyo baya kuba namaxabiso ahlukeneyo emveliso ngenxa yokwahluka kweendleko zabasebenzi kunye neendleko zothutho. Umzekelo, njengelizwe eliphambili lokuvelisa izinto zokudlala, iTshayina ineendleko zabasebenzi eziphantsi kunye neendleko zothutho ezifanelekileyo, ngoko ke ineenzuzo ezithile kwixabiso. Xa kuvavanywa amaxabiso, abathengi kufuneka baqwalasele ngokupheleleyo ezi zinto zeendleko ukuze babone ukuba ikhowuteshini yomthengisi ifanelekile na.
Uphando lwamaxabiso emarike: Abathengi banokufunda ngenqanaba lexabiso lemarike leebhloko ze-LEGO ngeendlela ezahlukeneyo. Kwiiplatifomu ze-B2B ezifana ne-Alibaba International Station, kukho umahluko kwiikowuteshini ezivela kubaboneleli abahlukeneyo, kodwa uluhlu lwamaxabiso emarike oluqhelekileyo lunokufunyanwa ngohlalutyo lokuthelekisa. Ngokwezibalo, kwimveliso efanayo yebhloko ye-LEGO, iikowuteshini ezivela kubaboneleli abahlukeneyo zinokwahluka nge-10% - 20%. Ukongeza, ukuthatha inxaxheba kwimiboniso yoshishino kukwalithuba elihle lokuqonda amaxabiso emarike. Abathengi banokuqhagamshelana nababoneleli abaninzi ukuze bafumane ulwazi lwamva nje lwekowuteshini. Kwangaxeshanye, ukunikel’ ingqalelo kwiingxelo zoshishino kunye nedatha ekhutshwe ngamaziko ophando lwemarike kunokunceda abathengi ukuba baqonde ngcono indlela amaxabiso emarike ngayo baze ngaloo ndlela bagqibe ukuba ixabiso lomthengisi likwinqanaba elifanelekileyo na.
Uvavanyo lokusebenzisa ixabiso: Ukongeza ekuthelekiseni ixabiso ngokulula, abathengi kufuneka baqwalasele nokusebenza kakuhle kwemveliso yababoneleli. Ababoneleli abasebenzisa ixabiso eliphezulu abanamaxabiso afanelekileyo kuphela, kodwa banamaxabiso athembekileyo, ukuhanjiswa ngexesha, kunye neenkonzo ezisemgangathweni ophezulu. Umzekelo, nangona abanye ababoneleli beneekowuteshini eziphezulu kancinci, iimveliso zabo zisebenzisa izinto eziluhlaza ezikumgangatho ophezulu, iinkqubo zemveliso eziphambili, umgangatho wemveliso oqinisekisiweyo, kwaye banokubonelela ngenkonzo emva kokuthengisa ngexesha elifanelekileyo. Ekuhambeni kwexesha, iindleko zabo ezipheleleyo zinokuba ziphantsi. Abathengi banokuthelekisa umgangatho wemveliso, ixesha lokuhambisa, inkonzo emva kokuthengisa kunye nezinye izinto zababoneleli abahlukeneyo, kwaye benze uvavanyo olupheleleyo olusekelwe kwixabiso ukukhetha umboneleli onokusebenza okuphezulu kwexabiso.
5.2 Uvavanyo lwenkonzo emva kokuthengisa
Inkonzo yomgangatho ophezulu emva kokuthengisa yinto ebalulekileyo kubaboneleli beebhloko zokwakha zeLego ukuba bavelele kukhuphiswano. Inkonzo elungileyo emva kokuthengisa inokusombulula ngempumelelo iingxaki ezidibene nabathengi ngexesha lenkqubo yokuthenga kunye nokusetyenziswa okulandelayo, kwaye iphucule ulwaneliseko kunye nokuthembeka kwabathengi.
Umgaqo-nkqubo wokubuyisela nokutshintshiselana: Umgaqo-nkqubo ocacileyo wokubuyisela nokutshintshiselana yinxalenye ebalulekileyo yenkonzo emva kokuthengisa. Xa ukhetha umthengisi, abathengi kufuneka baqonde iimeko zakhe zokubuyisela nokutshintshiselana, iinkqubo kunye nemida yexesha. Ngokubanzi, ababoneleli abathembekileyo baya kubonelela ngeenkonzo zokubuyisela nokutshintshiselana ezingenamiqathango kwixesha elithile, njengokubuyisela nokutshintshiselana kwiintsuku ezingama-30 ngeengxaki zomgangatho. Ngokwezibalo, phakathi kwababoneleli abanemigaqo-nkqubo yokubuyisela nokutshintshiselana ecacileyo, ukwaneliseka komthengi kuphezulu ngama-20% - 30% kunokwababoneleli abangenayo loo migaqo-nkqubo. Ukongeza, indlela umthengisi aphatha ngayo iimveliso ezibuyiselweyo nezitshintshiselanayo nayo ibaluleke kakhulu, njengokuba ingaba ingazizalisa na izitokhwe ngexesha, nokuba iya kwenza uhlolo lomgangatho kwiimveliso ezibuyiselweyo nezitshintshiselanayo, njl. Ezi nkcukacha zinokubonisa isimo sengqondo kunye nobuchule bomthengisi.
Inkonzo yenkxaso yobugcisa: Njengemveliso enomxholo othile wobugcisa, izitena ze-LEGO zinokubangela iingxaki zobugcisa kubathengi ngexesha lokusetyenziswa, njengobunzima bokuhlanganiswa kwemveliso kunye nokusombulula iingxaki zomgangatho. Ke ngoko, inkonzo yenkxaso yobugcisa yomthengisi ibalulekile. Ababoneleli abakumgangatho ophezulu baya kuxhotyiswa ngeqela lenkxaso yobugcisa elinokuphendula imibuzo yabathengi kunye nezicelo zoncedo ngexesha elifanelekileyo kwaye banike isikhokelo sobugcisa kunye nezisombululo. Umzekelo, abanye ababoneleli baya kubonelela ngeendlela ezahlukeneyo zenkxaso yobugcisa ezifana nenkonzo yabathengi kwi-intanethi, ukubonisana ngefowuni, isikhokelo sevidiyo, njl. ukuqinisekisa ukuba abathengi banokusombulula iingxaki ngokukhawuleza. Ngokwezibalo, ababoneleli abanokubonelela ngenkxaso yobugcisa ngexesha elifanelekileyo banokwandisa ulwaneliseko lwabo kubathengi nge-15% - 25%.
Ixesha lokuphendula emva kokuthengisa: Ixesha lokuphendula emva kokuthengisa lichaphazela ngokuthe ngqo uvavanyo lwabathengi lwababoneleli. Abathengi banethemba lokufumana impendulo baze basingathe ingxaki ngokukhawuleza xa bedibana nengxaki. Ngokophando, ngaphezulu kwama-60% abathengi bakholelwa ukuba ixesha lokuphendula emva kokuthengisa komthengisi kufuneka libe kwiiyure ezingama-24. Ke ngoko, ababoneleli kufuneka bamisele inkqubo yenkonzo esebenzayo emva kokuthengisa ukuqinisekisa ukuba banokusingatha iingxaki zabathengi emva kokuthengisa ngexesha elifanelekileyo. Umzekelo, abanye ababoneleli banokurekhoda ngokukhawuleza kwaye basingathe izicelo zabathengi emva kokuthengisa ngokuseka iziko lenkonzo yabathengi kunye nokwamkela inkqubo yolawulo lolwazi, ephucula kakhulu isantya sokuphendula kunye nokusebenza kakuhle kwenkonzo emva kokuthengisa.
Iinkonzo zoqeqesho lwabathengi: Kwiimveliso ezithile ze-LEGO zokwakha ezintsonkothileyo okanye iimveliso ezenziwe ngokwezifiso, iinkonzo zoqeqesho lwabathengi ezinikezelwa ngababoneleli zinokunceda abathengi baziqonde ngcono kwaye basebenzise iimveliso. Umzekelo, ababoneleli banokubonelela ngoqeqesho lokudibanisa imveliso, uqeqesho lokuhlola umgangatho, njl. kubasebenzi babathengi ukuphucula ukusebenza kakuhle kwabathengi kunye nokukwazi ukulawula umgangatho wemveliso. Ngokwezibalo, ababoneleli ababonelela ngeenkonzo zoqeqesho lwabathengi banolwaneliseko lwabathengi oluphezulu nge-10% - 15% kunababoneleli abangaboneleli ngeenkonzo ezinjalo.

6. Qinisekisa ukuba ababoneleli bayathobela imithetho

6.1 Ukuthobela imithetho nemigaqo
Ukuqinisekisa ukuba abathengisi beebhloko zokwakha ze-LEGO bayayithobela imithetho nemigaqo efanelekileyo likhonkco ekufuneka abathengi bamazwe ngamazwe baliqwalasele. Njengemveliso yokudlala yabantwana, iibhloko zokwakha ze-LEGO ziquka imithetho nemigaqo emininzi engqongqo. Umzekelo, kwi-European Union, iimveliso zeethoyi kufuneka zithobele i-EU Toy Safety Directive (2009/48/EC), ebeka iimfuno ezineenkcukacha zokhuseleko lwezinto zokudlala ngokwasemzimbeni, ngokwekhemikhali, ngombane nakwezinye izinto. Ngokwezibalo, malunga ne-30% yamatyala okukhunjulwa kwemveliso ngenxa yokwaphulwa komyalelo ayebangelwa zizinto ezininzi zeekhemikhali okanye iindawo ezincinci ezilula ukuwa. Ke ngoko, abathengi kufuneka bafune ababoneleli ukuba banike amaxwebhu abonisa ukuba iimveliso zabo ziyayithobela imiqathango, njengesiqinisekiso se-CE. E-United States, abathengisi be-LEGO kufuneka bathobele uMthetho woKhuseleko lweMveliso yaBathengi (i-CPSA) kunye neSahluko 16 seKhowudi yeMimiselo yeSizwe (16 CFR), eneemfuno ezicacileyo zokulebhelisha iithoyi, ukupakishwa, izilumkiso zokhuseleko, njl. Ngokwezibalo ezivela kwiKhomishini yoKhuseleko lweMveliso yaBathengi yase-US (i-CPSC), inani labathengisi abahlawuliswayo minyaka le ngenxa yokungathobeli iilebheli zeethoyi limalunga ne-20% yenani lilonke labathengisi abaphula imithetho. Xa bekhetha abathengisi, abathengi kufuneka bahlole ngononophelo ukuba bayayithobela na le mithetho nemigaqo ukuze baphephe iingozi zomthetho kunye nelahleko kwezoqoqosho ezibangelwa kukungathobeli imveliso.
6.2 Imeko yeSatifikethi
Isiqinisekiso sisisiseko esibalulekileyo sokuvavanya ukuthobela imithetho kunye nomgangatho wemveliso yababoneleli be-LEGO. Kumazwe ngamazwe, ababoneleli be-LEGO badla ngokufuna ukufumana iziqinisekiso ezininzi ukuze baqinisekise ukhuseleko kunye nokuthembeka komgangatho weemveliso zabo. Umzekelo, isiqinisekiso senkqubo yolawulo lomgangatho we-ISO 9001 sisiqinisekiso esibalulekileyo kubaboneleli kulawulo lomgangatho. Ababoneleli abafumene esi siqinisekiso banomgangatho ophakathi wokupasa umgangatho wemveliso omalunga nama-25% aphezulu kunababoneleli abangaqinisekiswanga. Ukongeza, isiqinisekiso senkqubo yolawulo lokusingqongileyo se-ISO 14001 naso sibaluleke kakhulu, nto leyo ebonisa ukuba ababoneleli banikela ingqalelo kukhuseleko lokusingqongileyo kwinkqubo yemveliso kwaye bahlangabezana neemfuno zophuhliso oluzinzileyo. Ngokwezibalo, ababoneleli abaphumelele isiqinisekiso se-ISO 14001 benze ngcono ngokubhekiselele ekuthengweni kwezinto eziluhlaza, ukusetyenziswa kwamandla kwinkqubo yemveliso, kunye nokulahlwa kwenkunkuma, kwaye iimveliso zabo zithandwa kakhulu ngabathengi kwimarike. Kwiimveliso zokudlala ezifana neebhloko zeLego, isiqinisekiso sokhuseleko lweethoyi sibaluleke kakhulu. Umzekelo, isiqinisekiso se-European CE kunye nesiqinisekiso se-American ASTM F963 sivavanya ngokungqongqo iimveliso zeethoyi kwiinkalo ezininzi ezifana neempawu zomzimba nezoomatshini, ukutsha, kunye neempawu zeekhemikhali. Ngokwedatha yeshishini, ukwamkelwa kweemveliso ezifumene ezi ziqinisekiso zokhuseleko lweethoyi kuphezulu ngama-30% - 40% kunezo zemveliso ezingaqinisekiswanga. Xa ukhetha ababoneleli, abathengi kufuneka bagxile ekubeni bazifumene na ezi ziqinisekiso zibalulekileyo kwaye bafune ababoneleli ukuba banike iikopi okanye iikopi zeziqinisekiso ezifanelekileyo ukuqinisekisa ubunyani bazo kunye nokusebenza kwazo.

7. Ukuseka ubudlelwane bentsebenziswano bexesha elide

7.1 Amanqaku aphambili okutyikitya isivumelwano
Ukusayina isivumelwano likhonkco elibalulekileyo kubathengi bamazwe ngamazwe ukuze baseke ubudlelwane bentsebenziswano bexesha elide nabathengisi beebhloko zeLego. Ukucaca kunye nengqiqo yemigaqo yesivumelwano kuya kuchaphazela ngokuthe ngqo impembelelo yentsebenziswano yamaqela omabini.
Cacisa iinkcukacha zemveliso kunye nemigangatho yomgangatho: Ikhontrakthi kufuneka idwelise ngokweenkcukacha iinkcukacha zemveliso, iimodeli, imibala, iimfuno zokupakisha kunye nolunye ulwazi lweebhloko ze-LEGO ukuze kuthintelwe ukungangqinelani kwemveliso ngenxa yokwahluka kokuqonda. Kwangaxeshanye, kuyimfuneko ukucacisa imigangatho yomgangatho, efana nesidingo sokuthobela imigangatho yesatifikethi samazwe ngamazwe efana ne-EU Toy Safety Standard (EN71) kunye ne-US Consumer Product Safety Commission Standard (ASTM F963), kwaye ifune ukuba ababoneleli banike izatifikethi zesatifikethi somgangatho esifanelekileyo njengezincamathiselo. Ngokwezibalo, iingxabano ezibangelwa kukusilela ukucacisa imigangatho yomgangatho kwikhontrakthi zimalunga ne-30% yenani lilonke leengxabano zekhontrakthi. Ukucacisa la magama kunokunciphisa ngempumelelo ezo ngozi.
Cacisa umhla wokuhanjiswa kunye nembuyekezo yokulibaziseka: Umhla wokuhanjiswa yenye yezona zinto zibalulekileyo kubathengi. Ikhontrakthi kufuneka icacise ngokucacileyo umhla wokuhanjiswa, indawo yokuhanjiswa kunye nendlela yokuthutha. Kwangaxeshanye, kuyimfuneko ukuvumelana ngemigaqo yembuyekezo yokuhanjiswa okulibazisiweyo, njengokuhlawula umonakalo osele ugqityiwe ngepesenti ethile yesixa sekhontrakthi ngosuku ngalunye lokulibaziseka. Ngokophando, malunga nama-40% abathengi bafake amabinzana embuyekezo yokuhanjiswa okulibazisiweyo kwikhontrakthi, enceda ekukhuthazeni ababoneleli ukuba bahambise ngexesha kwaye bakhusele iimfuno zabathengi.
Misela ixabiso kunye nendlela yokuhlawula: Ikhontrakthi kufuneka ichaze ngokucacileyo ixabiso leyunithi, ixabiso lilonke kunye nendlela yokulungisa ixabiso lezitena zeLego, njengendlela yokulungisa ixabiso xa ixabiso lezinto eziluhlaza litshintsha ngaphezu kwenxalenye ethile. Indlela yokuhlawula kufuneka ichazwe ngokweenkcukacha, kwaye eziqhelekileyo ziquka intlawulo kwangaphambili, ileta yetyala, imali xa ihanjiswa, njl. Umzekelo, kubaboneleli bexesha elide abanegama elihle, abathengi banokusebenzisa indlela yokuhlawula kwangaphambili ye-30% kunye nemali engange-70% xa ihanjiswa, engenakukwazi ukuqinisekisa kuphela ukujika kwemali komthengisi, kodwa ikwanciphisa umngcipheko wabathengi.
Imigaqo yenkonzo emva kokuthengisa: Isivumelwano kufuneka siquke umxholo ofanelekileyo wenkonzo emva kokuthengisa, njengemigaqo-nkqubo yokubuyisela nokutshintshiselana, iinkonzo zenkxaso yobugcisa, iinkonzo zoqeqesho lwabathengi, njl. Cacisa uxanduva kunye noxanduva lomthengisi kwinkonzo emva kokuthengisa, kunye nexesha lokuphendula kunye neenkqubo zokucubungula. Ngokwezibalo, ulwaneliseko lwabathengi kwizivumelwano ezinemigaqo yenkonzo emva kokuthengisa ecacileyo luphezulu malunga nama-25% kunolo lwezivumelwano ezingenamigaqo enjalo, nto leyo enceda ekunciphiseni iingxabano emva kokuthengisa kunye nokuphucula ukuthembana phakathi kwamaqela amabini.
7.2 Ukusekwa kwendlela yonxibelelwano
Indlela elungileyo yokunxibelelana yeyona nto ibalulekileyo ekugcineni ubudlelwane bentsebenziswano bexesha elide. Inokuqinisekisa ukuba omabini amaqela atshintshiselana ngolwazi ngexesha elifanelekileyo kwaye asombulule iingxaki ezivelayo ngexesha lenkqubo yentsebenziswano.
Iintlanganiso zonxibelelwano rhoqo: Misela inkqubo yeentlanganiso zonxibelelwano rhoqo, njengeenkomfa zevidiyo zenyanga okanye zekota okanye iintlanganiso zobuso ngobuso. Kwintlanganiso, omabini amaqela anokunxibelelana ngenkqubela phambili yeodolo, umgangatho wemveliso, impendulo yemarike, njl.njl., aze afumane kwaye asombulule iingxaki ngokukhawuleza. Ngokophando, okukhona iintlanganiso zonxibelelwano rhoqo ziphakama, kokukhona ulwaneliseko lwentsebenziswano lwamaqela omabini luphezulu. Malunga nama-80% ababoneleli kunye nabathengi bentsebenziswano yexesha elide babamba ubuncinane intlanganiso enye yonxibelelwano ngenyanga.
Iqonga lokwabelana ngolwazi: Sebenzisa itekhnoloji ye-intanethi ukuseka iqonga lokwabelana ngolwazi, njengenkqubo yokucwangcisa izixhobo zeshishini (i-ERP) okanye iqonga lolawulo lwababoneleli elizinikeleyo. Ngale qonga, omabini amaqela anokwabelana ngolwazi lwe-odolo, imeko yempahla, inkqubela phambili yemveliso kunye nolunye ulwazi ngexesha langempela ukuphucula ukucaca kolwazi kunye nokusebenza kakuhle kolawulo. Ngokwezibalo, ukusebenza kakuhle kokucubungula ii-odolo kwababoneleli kunye nabathengi abasebenzisa amaqonga okwabelana ngolwazi kuphezulu ngama-30% - 40% kunabo bangasebenzisi amaqonga, ngelixa kunciphisa iimpazamo kunye nokulibaziseka okubangelwa kukungalingani kolwazi.
Indlela yokusingatha iingxaki ezingxamisekileyo: Kwinkqubo yentsebenziswano, ezinye iingxaki ezingxamisekileyo zinokuvela, njengeengxaki zomgangatho wemveliso ngequbuliso, iingxaki zemveliso xa umhla wokuhanjiswa usondela, njl. Ke ngoko, omabini amaqela kufuneka amisele indlela yokusingatha iingxaki ezingxamisekileyo ukucacisa ulwazi loqhagamshelwano, ixesha lokuphendula, kunye nezisombululo kwiimeko ezingxamisekileyo. Umzekelo, kuyavunyelwana ukuba ukuba kuvela ingxaki engxamisekileyo yomgangatho, umthengisi kufuneka anikezele ngezisombululo aze agqibezele ukuphathwa kweemveliso ezingxamisekileyo kwiiyure ezingama-48. Ngokophando, ababoneleli abanendlela ecacileyo yokusingatha iingxaki ezingxamisekileyo banomlinganiselo wokwaneliseka kwabathengi malunga nama-20% aphezulu kunababoneleli abangenayo le ndlela. Oku kunceda ukusombulula iingxaki ngokukhawuleza ngamaxesha engxamiseko kunye nokugcina ubudlelwane bentsebenziswano phakathi kwamaqela amabini.