Isicwangciso sokuthengisa seNike | Izinto ekufuneka uzifundile ukusukela ngoku ukuya kuthi ga ngoku

I-Nike yinkokeli yemarike ngokubhekiselele kwimpahla yezemidlalo kunye nezihlangu. Impumelelo ye-Nike ayisekelwanga kuphela kwizicwangciso zabo zokugqibela kunye nezisebenzayo kodwa kunye nezigidi zeedola ezichithwe kwiiphulo zokuthengisa. Isicwangciso sokuthengisa se-Nike sigqwesileyo kwiinkalo ezininzi kwaye sinezifundo ezibalulekileyo zokufunda. Ukusukela kwisiqalo esithobekileyo njengenkampani encinci yezihlangu zemidlalo ukuya kwimo yayo yangoku njengebhemoth yehlabathi kushishino lweempahla zezemidlalo, uhambo lukaNike belufanelekile ukuba lubhalwe ngokweenkcukacha.

Isiqulatho

• Isicwangciso-qhinga seNtengiso ye-Nike: Umxube wokuThengisa
• Isicwangciso-qhinga seNtengiso ye-Nike: Ukusuka kwi-Standardization ukuya kwi-Localization
• ISicwangciso seNtengiso yeDijithali ye-Nike
• IItrakthi ezibalulekileyo
• Imibuzo ebuzwa qho

Isicwangciso-qhinga seNtengiso ye-Nike: Umxube wokuThengisa

Ngawaphi amacandelo aphambili esicwangciso sentengiso sikaNike? Ulawulo lwe-STP lwe-Nike luqala nge-4Ps, imveliso, indawo, ukukhuthazwa, kunye nexabiso, bonke abathengisi bayazi malunga naloo nto. Kodwa yintoni eyenza yahluke? Masiyicazulule ukuze senze uhlalutyo olufutshane. 

• imveliso: Masinyaniseke, xa kuthelekiswa nezinye izihlangu zezihlangu, iimveliso ze-Nike zizodwa ngobuhle kuyilo, ezinomgangatho ophezulu ngokungathandabuzekiyo. Kwaye u-Nike uye waqhayisa ngokugcina olu dumo kwishishini amashumi eminyaka.
• Price: Linyathelo eliqaqambileyo le-Nike yokuphumeza izicwangciso ezahlukeneyo zamaxabiso ngokusekelwe kumacandelo abo. 
  • Ixabiso elisekwe kwixabiso: I-Nike ikholelwa ukuba ukuthengisa izinto ngexabiso eliphantsi kunokwenzeka ukuba kunganyusi ukuthengisa, ngokuchaseneyo, kugxininise ekuziseni izinto eziphezulu eziphezulu kwixabiso elichanekileyo yindlela efanelekileyo yokuhambisa amava amakhasimende angenasiphelo. 
  • Amaxabiso ePremium: Ukuba ungumntu othanda i-Nike, unokuphupha ngokuba ne-Air Jordans ezimbini ezilinganiselweyo. Olu yilo lolwexabiso leprimiyamu yakwaNike, elinyusa ixabiso elicingelwayo lemveliso yalo. Le modeli yexabiso lezinto ijolise ekuveliseni iqondo eliphezulu lokunyaniseka kwe-brand kunye neteknoloji yokusika.
• wokuKhuthaza: Ngokwe-Statista, kunyaka-mali ka-2023 kuphela, Iindleko zentengiso ye-Nike yentengiso kunye nokunyusa zifikelela kwi-approx. I-4.06 yeebhiliyoni zeedola zaseMelika. Kwangaloo nyaka, inkampani yenza ngaphezulu kwe-51 yeebhiliyoni zeedola zaseMelika kwingeniso yehlabathi. Amanani ayathetha ngokwawo. Basebenzisa uluhlu lwezicwangciso zokukhuthaza ezinje nge-influencer marketing, ukuxhaswa kweminyhadala yemidlalo, kunye nentengiso ukwenza unxibelelwano oluqinileyo, lweemvakalelo kunye nabathengi babo. 
• indawo: I-Nike ithengisa iimveliso ezininzi eMntla Melika, eNtshona Yurophu, e-Greater China, eJapan, nakuMbindi naseMpuma Yurophu. Uthungelwano lwayo losasazo lwehlabathi jikelele ukusuka kubavelisi ukuya kubasasazi, iivenkile ezithengisayo, kunye namaqonga orhwebo e-intanethi asebenza ngokufanelekileyo, okwenza ukuba afikeleleke kumazwe amaninzi. 

Isicwangciso-qhinga seNtengiso ye-Nike: Ukusuka kwi-Standardization ukuya kwi-Localization

Xa kuziwa kwiimarike zamazwe ngamazwe, into yokuqala ekufuneka iqwalaselwe kukubeka emgangathweni okanye kwindawo. Ngelixa i-Nike ilinganisa uninzi lweemodeli zabo zezihlangu kunye nemibala kwihlabathi liphela njengendlela yokuthengisa yehlabathi, nangona kunjalo, ibali lihlukile kwisicwangciso sokunyusa. I-Nike isebenzisa iindlela zokuthengisa ezilungiselelwe ukutsala abathengi kwiintlanga ezahlukeneyo. 

Sisiphi isicwangciso sokuthengisa esisetyenziswa nguNike kumazwe athile? Ngokomzekelo, e-China, isicwangciso sokuthengisa se-Nike sigxile ekukhuthazeni iimveliso zayo njengophawu lwempumelelo kunye nesimo. EIndiya, inkampani igxile ekufikelelekeni kunye nokuqina. EBrazil, i-Nike igxininisa ukubaluleka kokuthanda kunye nokuzibonakalisa. 

Ukongeza, i-Nike isebenzisa amajelo ahlukeneyo okuthengisa kumazwe ahlukeneyo. E-China, inkampani ithembele kakhulu kumajelo eendaba ezentlalo kunye nentengiso yempembelelo. EIndiya, iNike isebenzisa amajelo entengiso emveli afana nomabonakude kunye nokuprinta. EBrazil, i-Nike ixhasa ngemidlalo emikhulu kunye namaqela.

ISicwangciso seNtengiso yeDijithali ye-Nike

UNike ngokwesiko ulandele a ngqo kumthengi (D2C) indlela enkulu ukusukela oko yasekwa, ebandakanya ukuqhawula amakhonkco kunye nabathengisi abathile ngo-2021 ukomeleza ukuthengisa ngokuthe ngqo. Nangona kunjalo, i-brand isandula ukwenza utshintsho oluguqukayo. Njengoko ingxelo yeWall Street Journal ekuqaleni kwale nyanga, i-Nike ivuselele ubudlelwane bayo kunye nezinto ezithandwa nguMacy kunye neFootlocker. 

"Ishishini lethu elithe ngqo liza kuqhubeka likhula ngokukhawuleza, kodwa siza kuqhubeka nokwandisa isicwangciso sethu semarike ukuze sikwazi ukufikelela kubathengi abaninzi kangangoko kwaye siqhube ukukhula," kusho i-CEO uJohn Donahoe. I-brand ngoku igxile ekufikeleleni kwisiseko sabathengi ngokubanzi izinto ezintsha zedijithali kunye namajelo eendaba ezentlalo. 

I-Nike iyisebenzisa njani intengiso yedijithali? I-Nike idlale kakhulu kwintlalontle. iye yandisa inxalenye yedijithali yeshishini layo ukuya kwi-26% kulo nyaka, isuka kwi-10% ngo-2019, kwaye isendleleni yokufikelela ekujoliswe kuyo ukuba ibe yi-40% yeshishini ledijithali ngo-2025. Umdlalo weendaba zoluntu we-brand uphezulu kakhulu. yohlobo lwayo, kunye nabalandeli be-Instagram abazizigidi ezingama-252 kuphela kunye nezigidi ezingaphezulu kwamanye amaqonga eendaba ezentlalo.

IItrakthi ezibalulekileyo

Isicwangciso sokuthengisa se-Nike siphumeze i-STP esebenzayo, ukwahlulahlula, ukujolisa, kunye nokubeka indawo kunye nokufumana impumelelo enkulu. Ungumzekelo omhle wokufunda ekuzinzeni kushishino olukhuphisanayo olunjalo. 

Indlela yokwenza izinga lokugcinwa kwabathengi libe phezulu? Akukho ndlela ingcono kunokukhuthaza ukubandakanyeka kwabathengi kuyo nayiphi na imisebenzi yenkampani. Ngomnyhadala oyimpumelelo, makhe sizame into entsha nentsha njengentetho ephilayo IAhaSlides. Ungasebenzisa ii-poll eziphilayo ukuqokelela izimvo zoluntu, okanye ivili le-spinner ukunika izipho kude ngokungalindelekanga kwintsebenziswano yexesha lokwenyani. Joyina i-ẠhaSlides ngoku kwaye ufumane esona sivumelwano singcono. 

Imibuzo ebuzwa qho

Yeyiphi imizekelo yesicwangciso sokwahlulwa kwemarike ye-Nike?

I-Nike iphumeze ngempumelelo ulwahlulo lwemarike kwisicwangciso sayo soshishino, esibandakanya iindidi ezine: ijografi, idemographic, ipsychographic, kunye nokuziphatha. Thatha umzekelo isicwangciso sayo esilungiselelwe i-4Ps esekelwe kwizinto zejografi. Ngokomzekelo, iintengiso zeNike eNgilani zigxininisa kwibhola ekhatywayo nombhoxo, ngoxa eUnited States, izibhengezo zentengiso zibalaselisa ibaseball nebhola ekhatywayo. EIndiya, uphawu lukhuthaza iimpahla zemidlalo yeqakamba kunye nezixhobo ngokusebenzisa intengiso yeTV. Le ndlela incede i-Nike ukuba ibonelele kwizinto ezikhethwayo kunye nomdla wabaphulaphuli ekujoliswe kuyo kwimimandla eyahlukeneyo, ekhokelela ekwandiseni ulwazi lwe-brand kunye nokuthengisa.

Lithini iqhinga likaNike lokutyhala?

Iqhinga lokutyhala likaNike limalunga nokuba yinkampani yedijithali-yokuqala, ngokuthe ngqo kumthengi (i-D2C). Njengenxalenye yokutyhala kwayo i-D2C, i-Nike ijolise ekufikeleleni kwi-30% yokungena kwedijithali ngo-2023, oku kuthetha ukuba i-30% yeentengiso zizonke ziya kuvela kwingeniso ye-e-commerce ye-Nike. Nangona kunjalo, u-Nike wadlula loo njongo iminyaka emibini ngaphambi kweshedyuli. Ngoku ilindele ukuba ishishini layo lilonke lifumane i-50% yokungena kwedijithali ngo-2023.

Ref: Marketingweek | Ishedyuli