Izindaba Zemboni

Kukhishwe "Iphepha Elimhlophe Lemboni Yezilwane Ezifuywayo" lika-2023, elihlanganisa izindlela eziyisi-8 ezibalulekile zomkhakha wezilwane ezifuywayo waseChina ngo-2023.

Muva nje, i-"Pet Industry White Paper" ka-2023 ikhishwe ngokuhlanganyela yi-Ocean Engine (inkundla yokukhangisa e-China) kanye ne-Euromonitor International (inkampani ehlinzeka ngolwazi lwemboni nedatha).

Meyi 20, 2023

Muva nje, "Iphepha Elimhlophe Lomkhakha Wezilwane Ezifuywayo" lika-2023 likhishwe ngokuhlanganyela yi-Ocean Engine (inkundla yokukhangisa e-China) kanye ne-Euromonitor International (inkampani ehlinzeka ngolwazi lwemboni nedatha). Ukuhlanganisa i-Douyin pet pet industry ecosystem nedatha yocwaningo lwabathengi ye-Euromonitor, umbiko unikeza imininingwane enemininingwane mayelana nokumaketha okuku-inthanethi nokukhula kwemboni yezilwane ezifuywayo futhi uhlaziya ngokujulile isimo sokuthuthuka nokuthrendayo kwemboni yezilwane ezifuywayo yaseShayina kusukela ezicini ezintathu ezilandelayo.

Umthombo oyisithenjwa: [Ocean Insights] 

Uhlolojikelele lwemakethe


1. Imboni yezilwane ezifuywayo yaseShayina ihlangabezane nezigaba ezintathu ezibalulekile zentuthuko emashumini ambalwa eminyaka adlule, futhi njengamanje ingena enkathini yokukhula ehlelekile eqhutshwa ukuthuthukiswa kokusetshenziswa kwezilwane ezifuywayo kuzwelonke. Idatha ibonisa ukuthi izisusa eziyinhloko zentuthuko esheshayo nokuziphendukela kwemvelo kwemboni yezilwane ezifuywayo yaseShayina zihlanganisa ukukhula komnotho, izinguquko zesakhiwo sabantu, ukushintsha kwesimo sengqondo sokugcina izilwane ezifuywayo, nokuthuthukiswa kwe-inthanethi.



2. Ngo-2022, usayizi wemakethe womkhakha wezilwane ezifuywayo waseShayina wafinyelela kuma-yuan ayizigidi eziyizinkulungwane ezingama-84.7, okuyenza ibe imakethe yesibili ngobukhulu emhlabeni. Uma kuqhathaniswa nezimakethe zakwamanye amazwe ezivuthiwe, isilinganiso sokusetshenziswa kwekhaya e-China siphansi uma kuqhathaniswa, okuphakamisa amathuba entuthuko amakhulu esikhathini esizayo.



3. Sekukonke, umkhakha wokudla kwezilwane ezifuywayo yiwona ohamba phambili embonini yezilwane ezifuywayo futhi uyaqhubeka nokuhola intuthuko ngokushesha. Emakethe yokudla kwezilwane ezifuywayo, usayizi wemakethe yamakati nezinga lokukhula kokubili kudlula lokho kwemakethe yezinja. I-China ingene eminyakeni "yomnotho wamakati" ngokudla okomile okusele kuyinsakavukela, kuyilapho ukudla okumanzi nokudla okulula kukhula ngokushesha.



4. Ukuthengiswa kwezilwane ezifuywayo kukhuphuka kancane kancane. Ngo-2022, usayizi wemakethe yempahla yezilwane wafinyelela kuma-yuan ayizigidi eziyizinkulungwane ezingama-34, okubalelwa ku-40% wesabelo semakethe. Umncintiswano kule makethe uhlala uhlakazekile, futhi imakethe isewulwandle oluluhlaza olungasetshenzisiwe ezinkampanini eziningi.


8 Amathrendi Abalulekile


Umbiko uveza abasebenzisi bezilwane ezifuywayo zikaDouyin njengezithameli eziqondiwe, futhi ngokombono "wabantu, izimpahla, nezimakethe", wenza izinqumo ezilandelayo mayelana nezitayela embonini yezilwane ezifuywayo yaseChina.


Ithrendi 1: Imboni yezilwane ezifuywayo iheha abesifazane abaningi, iGeneration Z, kanye nabantu abavela emadolobheni asezingeni eliphezulu, futhi imikhakha emincane ehlukahlukene ikhombisa ukuhlukaniswa okuningi.



Okuthrendayo 2: Inani labanikazi bezilwane ezifuywayo liyakhula, futhi i-Douyin iba inkundla enkulu yokuthi abathengi bafunde futhi bathenge imikhiqizo ehlobene nezilwane ezifuywayo.



Okuthrendayo 3: Izithako zokudla kwezilwane ezifuywayo ziba ngokwemvelo futhi zinempilo, ngezithako zohlobo "lwesici" sezivame kakhulu ekwakhiweni kokudla kwezilwane ezifuywayo.



Okuthrendayo 4: Ukusebenza kahle kokudla kwesilwane esifuywayo kuye kwahlukaniswa futhi, futhi ukunaka kokudla kwesilwane esifuywayo ngezinzuzo ezihlobene "nempilo yengqondo" kuyanda.



Okuthrendayo 5: Ukuqwashisa kwabathengi ngokuhlanzeka kwezilwane ezifuywayo kuphakeme, futhi imikhiqizo yokunakekela izilwane ezifuywayo ihlanganisa izidingo zezokwelapha nezokunakekelwa kwezempilo kanye nezidingo zobuhle. Ukusetshenziswa kwemithi exosha izinambuzane kuyakhula, njengoba ikhola yezeze nenja yomkhaza isiba umkhuba ojwayelekile wokusungula.



Okuthrendayo 6: Ubuchwepheshe bukhulula izandla. Imikhiqizo yezilwane ezifuywayo ehlakaniphile ihlanganiswa ngokugcwele ekuphileni kwansuku zonke futhi ikhulula isikhathi sabanikazi bezilwane ezifuywayo.



Okuthrendayo 7: Ukuthenga ku-inthanethi kokuma okukodwa sekuyinto evamile, futhi i-Douyin isiphenduke isikhungo esimaphakathi sabasebenzisi sokuthenga.



Okuthrendayo 8: Amasu okumaketha okusebenzisanayo angajulisa ukusebenzelana komsebenzisi futhi akhulise inani lomkhiqizo.


Umhlahlandlela Wokukhula


Engxenyeni yokugcina yombiko, ngokusekelwe ekuhlaziyweni okuningiliziwe kwesimo samanje semboni kanye nezimo zentuthuko ezingxenyeni ezimbili zokuqala, uhlongoza umhlahlandlela wesu le-3C lokusebenza kwemboni yezilwane ezifuywayo kaDouyin emikhakheni emithathu - umthengi, impahla, kanye nokuqukethwe. .


Isu labathengi:

Gxila ezinhlotsheni ezintathu eziyinhloko zamaqembu abasebenzisi futhi udlulisele amanani ayisisekelo ngokunembile. Amabhrendi kufanele anake izici zokuthenga eziyinhloko zalawa maqembu amathathu amakhulu abasebenzisi futhi ahlinzekele izidingo zabo eziyinhloko.



Isu Lezimpahla:

Lola imininingwane kumathrendi esidingo futhi wandise imigqa yomkhiqizo. Izinhlobo zezilwane ezifuywayo zidinga ukungena emakethe esezingeni eliphezulu, zikhuthaze ukuthuthukiswa kwemikhiqizo noma ukuphakama komkhiqizo, zisebenzise ithuba elinikezwa ukudla okufuywayo okuphumelelayo ukushintshela engxenyeni yemakethe ephezulu, futhi zisebenzise osayizi abakhulu bephakheji ukuhlangabezana nezindleko zabasebenzisi- izidingo ezisebenzayo.




Isu Lokuqukethwe:

Gxilisa ubudlelwano nabasebenzisi ngokudala okuqukethwe okususelwa kusimo nokuma mpo. Ikakhulukazi, amabhrendi kufanele akhe amasu okuqukethwe ngokusekelwe kuzimo zokusetshenziswa kwabasebenzisi, ukunqanyulwa kwesidingo sebhalansi kanye nokunikezwa kwamathrekhi okuqukethwe ahlukene, babambe izici zezinhlobo ezidumile. futhi udale okuqukethwe okuqondile okukhanga abasebenzisi, futhi usebenzise izihloko ezishisayo ukuze kwandiswe ukuchayeka ngokuphuma emikhawulweni ekhona.




Ekupheleni kombiko, ithatha amabhrendi ayi-5 njengeMcFoodie njengamacala amele, ihlaziya amasu abo okuxhumana okumaketha endaweni yesikhulumi se-Douyin. Esimweni somnotho esincintisanayo namuhla, lo mbiko wemboni ungasiza abasebenza embonini yezilwane ezifuywayo ukuthi bawine imakethe ngesikhathi sesigaba sokuthuthukisa imboni. 



Singakwazi ukuhlaziya idatha nemininingwane okwethulwa kulo mbiko wemboni ogunyaziwe ukuze siqonde futhi sibambe amathrendi amasha embonini yezilwane ezifuywayo, sithwebule izimfuno zemakethe ngokuqhubekayo, sibonise izinzuzo zethu eziyingqayizivele, futhi silungise isu ngokushesha lapho kudingekile ukuze samukele amathuba amasha nezinselele.


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