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Izici ezijwayelekile Zengxenye: Amanani, Ububanzi, Iziteshi Zokuthengisa
Kusukela ikota yesibili ka-2020, kube nokwehla okubalulekile emithonjeni yangempela yabantu, okubekwe eqenjini elibukhali edola. Lokhu kuthinteka kabi ngokuthengisa emkhakheni we-FMCG. Umthengi waqala ukuguquka. Echaza izinguquko ekuthengeni okuthandwayo, u-Evgeny KONEV, umlingani webhizinisi i-Nieldieniq yamakhasimende athengisayo, isikhundla seNhloko yeNyakatho yezwe, enikezwe isikhundla sokuthengwa okukhulu, abathengi bebefuna ukufezeka, Kepha futhi banesifiso esimweni esitolo, futhi base bekulungele ukukhokha imali eyengeziwe ngekhwalithi. Umkhakha we-inthanethi uRos, kepha ukungena kwakhe kwakuphansi ngenxa, ikakhulukazi, ukungabaza kwabathengi njengemikhiqizo ethengisiwe online.
Ubhubhane, ushintsho lwesitayela esijwayelekile sempilo luthinte kakhulu okuthandwayo kokuthenga: Ukuthengwa kwekusasa sekuyinto enkulu, inzalo emikhiqizo yangasese nokunyuselwa endaweni yedijithali, okwenzeke ngesikhathi sokuvalelwa Isikhathi, sanikeza umfutho ongeziwe ongeziwe ekwakhiweni kokuhweba online. Lezi zindlela zithinte imakethe yemikhiqizo yezilwane, lapho isiteshi esiku-inthanethi sesikhule kakhulu. I-Bia Main lenzeke ngoMashi nyakenye, lapho kwethulwa izinyathelo ezinzima ezinqunyelwe ezifundeni eziningi, khona-ke ukukhula kwehle, kepha nokho isilinganiso sokukhula kwesiteshi esiku-inthanethi kube cishe ngo-70% ngonyaka. Eqinisweni, kwakuwukuphela kwesiteshi esinezinga lokukhula enamadijithi amabili. Ukwanda okujwayelekile kwezigaba ezihloliwe ze-nielseniq zemikhiqizo yezilwane kusuka ngo-2019 kuya ku-2020 kufinyelele ku-3.8%. Kulokhu, kunezinguquko ezibalulekile ngaphakathi eziteshini. Isibonelo, isabelo sokuthengisa sabahlaseli sehle ngo-1.3% esitolo sanamuhla, ama-5.6% kuma-zoossetsalitates, kepha anyuswe ngo-97.4% eziteshini eziku-inthanethi. Konke - futhi kuphatha izilwane (39%), kanye nokudla kwezinja namakati (53.2 no-88.1%, ngokulandelana), nezimpahla zezilwane (73.7%) kukhuphuke eziteshini eziku-inthanethi.
Ngokuka-Evgeny KONEV, abathengi baya ku-inthanethi ukuthola inani eliphansi futhi bathenge ngenani elikhulu ngaphandle kokushiya ikhaya, longa isikhathi futhi wenze lula ukulethwa kwamaphakeji amakhulu nanzima aphazamisayo. Ukukhethwa kwesiteshi esingaxhunyiwe ku-inthanethi kuthinta indawo esitolo - abathengi bafuna ukuthenga eduze ngangokunokwenzeka endlini - kanye nethuba lokuthenga izimpahla zombili ngezilwane ezifuywayo. Isici esibalulekile sokuthenga e-Theline futhi ukuthengwa kwesipiliyoni lapho kungenzeka ukuthi ufunde izimpahla esitolo futhi uthole izeluleko zochwepheshe.
Izimpahla zezilwane kungenzeka kakhulu kubhasikidi we-inthanethi kunaku-Offline: Kusukela ngoMeyi kuya kuSeptemba 2020, isabelo semiyalo enezimpahla ezinjalo sezicishe sashintsha - 39% no-38%. Ungakhuluma ngokwakhiwa kwemodeli eqhubekayo yokuziphatha ku-inthanethi. Ngenkathi ukuhlanganyela okungaxhunyiwe ku-inthanethi okuthengile ngezinto zezilwane kwehle ngesikhathi esifanayo kusuka ku-32% kuya ku-26%.
Ngasikhathi sinye, isiteshi esiku-inthanethi sibonakaliswa imvamisa yokuthenga okuqabukelayo, futhi izindleko ezijwayelekile zokuthenga eziku-inthanethi cishe ziphakeme kabili kunobuso obuphakeme. Kubuye futhi kunesici ukuthi intengo ngekhilogremu ngayinye yokuphakelwa kwamakati nezinja (zombili ezimanzi nezomile) ziphakeme kakhulu esiteshini se-zoosciality. Okokuqala, ngenxa yokuba khona kwe-assortment enobungcweti ne-premium lapho.
Kusuka endaweni yokubuka kwengxenye yentengo, uma ubiza ingxenye yamanani entengo ephansi, lezo feeds ezinenkomba yamanani ngaphansi kwentengo eyisilinganiso esigabeni, kanye nengxenye ephezulu yalawo aphezulu, khona-ke Izingxenye zamanani aphakathi nendawo aphezulu ziphethwe kuma-zoossosty. Futhi esiteshini esiku-inthanethi. Ibanga elibona umthengi futhi lithenga eziteshini ezahlukahlukene, lihlukile. Isibonelo, ukuthengiswa kokudla okulomile ngobuningi kanye nokupakishwa okusindayo kukhulu kakhulu. Ukuphuma kwamakhasimende okuvela ezitolo zanamuhla kanye nezinhloso ze-zoospetiveves kwenzeka ngokuyinhloko ezingxenyeni zokudla okubiza kakhulu namaphakheji amakhulu, futhi lokhu kuholela ekuhlolweni okuphakathi eziteshini eziku-inthanethi.
"Beethoven" ugxile ekwakheni okuphakathi
Ukuqinisa indima yesiteshi esiku-inthanethi kuholela eqinisweni lokuthi ama-zoossetsalitt wendabuko aphenduka abathengisi abanamadijithi athile, athuthukise ukuqondisa kwabo okuku-inthanethi, asebenze nabakhangisi.Njengoba uGeorgy Chkareuli, umqondisi jikelele wenethiwekhi yeBeethoven, i-2020 isiphendule inethiwekhi yezinselelo ezintsha nezisombululo ezintsha. Le nkampani ilungiselele umqondo ovuselelwa ngokuphelele wezitolo ezingaxhunyiwe ku-inthanethi, kwaqhamuka ngentshiseko yokuthengisa online, ukuvuselela uhlelo lokusebenza leselula, abathengisi abaxhunyiwe kanye nezinsizakalo zokulethwa kwezidingo.
Kukubaluleka kwesiteshi esiku-inthanethi, okungenani ukuthi isabelo sakhe esilinganisweni sokuthengisa kwenethiwekhi sikhuphuke kathathu - kusuka ku-7% maphakathi no-2019 kuya ku-21% ngasekupheleni konyaka owedlule. Enye indawo ebalulekile ukuthuthukiswa kwezinsizakalo ezingeziwe. Ngakho-ke, ku- "Beethoven" Umqondo wathuthukiswa futhi ukutholakala komtholampilo wezilwane ogcwele ngokugcwele, kanye neKhabhinethi Yezilwane, kwathuthukiswa.
Ngokuvamile, inethiwekhi iguqulwa ibe ngumhlinzeki wezixazululo (umhlinzeki wezixazululo) - Ukudala indawo efanelekile futhi entofontofo yabanikazi bezilwane ezifuywayo. Ngasikhathi sinye, ukubaluleka kwezitolo ezikhethekile zendabuko ezingaxhunyiwe ku-inthanethi ezivikelekile ezinabomele abaqeqeshiwe zigcinwa. Ukuxhumana okubukhoma nochwepheshe kanye nochwepheshe kuhlala kuyindlela yokuncintisana yenethiwekhi engaxhunyiwe ku-inthanethi, njengoba izivakashi eziningi eza esitolo sezitolo nje.
"Sbermarket": "Abathengi abaku-inthanethi abaku-inthanethi bafuna ukuthola i-oda ngemizuzu engama-30"
Izimakethe kanye nezinsizakalo zokulethwa kwezinsizakalo ezitolo ezitolo kuyiziteshi ezibalulekile zokuphakanyiswa kwama-petrootters. U-Oksana Maurina, inhloko yokuqondiswa kokungenzi okungekho embhambekimbeni, wathi ngoJuni 2020, inkampani yazizwa isidingo esiphakeme samakhasimende uku-oda kuphela ukudla, kodwa futhi nezigaba ezingezona zokudla, kubandakanya nemikhiqizo yokudla yasekhaya. Manje inkampani isetshenzisiwe ngamaphrojekthi amabili ngokuthengisa okukhethekile - inethiwekhi ye- "Beethoven" (kusuka ngoSepthemba 2020 ukulethwa ngefomethi "ngemizuzu engama-30) nezitolo ezine" (kusuka ngoDisemba 20 "(kusuka ngoDisemba 20 slot amahora amabili).
Ngemuva kokwethula amaphrojekthi ekuziphatheni kwabathengi, kwatholakala isici esijabulisayo. Kwabonakala sengathi ukudla kwezilwane zasekhaya kwakungukuthenga okuthile okuhleliwe, ngoba abanikazi bezilwane bayazi kahle ukuthi banesikhathi esingakanani sokudla ukudla.
Kepha kwavela ukuthi umsebenzisi uyawazisa ngempela ijubane futhi ukhetha ukuthola umkhiqizo ngemizuzu engama-30 kune-slot enamahora amabili, yize kulezi zimo zombili zimayelana nokulethwa phakathi nosuku. Ukuthola ithuba loku-oda ngokushesha, umuntu uqala ukwethemba le ndlela yokulethwa futhi eyeka ukuhlela. Kungakho isitolo sezilwane esithi "Ama-paws amane" azohunyushwa futhi kwifomethi yokulethwa "ngemizuzu engama-30". Ngokuvamile, umdwebo womthengi we-inthanethi we-petrootors eSermart - ama-73% abesifazane asebeneminyaka engu-183 ubudala (iminyaka eyi-18- 39) enomholo ngenhla kwesilinganiso.
I- "Ribbon": "Abathengi Bayizilwane ezifuywayo"
Ku-Hypertmarkets, izinguquko ezithokozisayo zivela lapho zisebenza nesigaba sama-petroote. Ngakho-ke, i-Anastasia Antony, Umqondisi Wezigaba Zokuphatha ", uthe ngezimo zesimo esinzima somnotho, abantu abashintshile ezingxenyeni zamanani aphansi ezingxenyeni ze-petrootions ngisho nakulokho, baqala ukuthulula izilwane zabo ngaphezu kwezilwane ezifuywayo. Ekupheleni kuka-2020, iribhoni inamanothi ngokwanda okubaluleke kakhulu kokuthengisa kwengxenye ephezulu yamanani (+ 17%), amaphakheji amakhulu (+ 12%), izibiliboco zezilwane (+ 15%). Njengoba bekholelwa enkampanini, ukukhula kokuthengisa kwaba nomthelela ekuhlanganiseni ukubuyekezwa kwemigomo yokubala nokuhlanganiswa kokudla okulomile nokumanzi.
Ngo-2020, inethiwekhi yaqala ukunaka kakhulu emisebenzini yezenhlalo, yethule izinhlelo zokuhlala ezilwane, ezidale impendulo eyakhayo evela kubathengi, isebenze ngenkuthalo endaweni yedijithali, nezinkundla zokuxhumana nabantu ezihlanganisa umkhankaso ojwayelekile wokuhlola Ngephrojekthi yezenhlalo, efika ngokuhambisana nesimo sengqondo esinamandla esifuywayo. Umcimbi obalulekile ukwethulwa kwe-Hunty Brand yakhe esigabeni sokuphakelwa kwenja. Futhi-ke, ukuthuthukiswa kwephrojekthi ekwakhiweni kwezindawo ezikhethekile ze-zoomarkets "Tape" kwaqala ukuthuthukiswa kwephrojekthi.
I-Royal Canin: "Abanikazi bezilwane babhekele kakhulu"
Emibandela yezinguquko ezenzeka emakethe, amafomethi womsebenzi amasha abuye afunwe abakhiqizi. U-Ivan Kondrashev, umqondisi wokuthengisa weRoyal Canin eRussia naseBelarus, waphawula ukuthi ngemuva kwesigamu sabo bonke abanikazi bezilwane zasekhaya, funa ukwenza indlela yabo yokuphila iphilile futhi isebenze lokhu kufakwa kufaka izilwane ezifuywayo.
Cishe ayisishiyagalolunye abanikazi abayishumi babheka ilungu lesilwane lomndeni, ngaphezu kwezingxenye ezimbili kwezintathu zabanikazi bezilwane ezifuywayo emadolobheni abadwebi bezigidi zabadwebi bezigidi zivame ukubagoma, ama-65% ababandakanyeka ekukhulisweni nasekuqeqesheni izilwane ezifuywayo. Ngasikhathi sinye, abanikazi bezilwane badinga umbono wesazi, futhi ama-zoospeciality lapha anezinzuzo ezinhle kakhulu.
Ezitolo ezinjalo, umuntu uchitha isikhathi esithe xaxa kunamashalofu afanelekile asema-super- ama-hypermarkets. Ngokuxoxisana nabeluleki, inani elikhulu lolwazi liyakhiwa, lingaguqulwa lapho lithengwe.
Izisombululo ezintsha ezihlobene nezezilwane ezizokwethenjelwa ziphakamisa ukuthuthukiswa kwemikhiqizo ehambelana nesigaba ngasinye sempilo yesilwane futhi, ngenxa yalokho, le mpilo enwetshiwe. Ngaphezu kwalokho, umkhuba obalulekile ukuthuthukiswa kwemikhiqizo okuhloswe ngayo izinhlobo ezithile, ezidinga izifundo ezibucayi kakhulu. Isibonelo, ukudala okuphakelayo okukhethekile kwekati lasePheresiya kwadingeka afunde inani elikhulu lezinto zokwakha amavidiyo ukuze aqonde ukuthi kungani egwinya kakhulu lapho edla khona, futhi akhulule ibhokisi lefomu elikhethwe kahle le-alimondi, elivumela isilwane ukuthi lisebenzise umkhiqizo kahle.
Imakethe yakhiwa ngenkuthalo ngamazinga okuthola izilwane ezinomthwalo wemfanelo. Ngakho-ke, umsebenzi obalulekile, obhekene nabakhiqizi bondla, ukukhulisa ukuqwashisa umthengi. Futhi kulokhu, ngokusho kuka-Ivan Kondrashev, kuyadingeka ukwenza umsebenzi wezemfundo obanzi - ukwenza izinsuku zezempilo ezitolo zabalingani, ekuqhubekeni kwezitolo, ukusungula izinhlelo ezibalulekile emphakathini (ngokwesibonelo, iphrojekthi yezenhlalo "thina Thatha uhambo ngenja "kulabo abangakwazi ukukwenza lokhu ngokwakhe ngenxa ye-curation).
Ngokuvamile, bonke ababambiqhaza engqungqutheleni bavumile ukuthi imakethe yeZooStovarovar yayinamandla amakhulu, ine-excanser ephezulu yokuthuthuka, i-expanser enkulu yokuqamba kanye namathuba wokwakhiwa kwemodeli entsha yabathengi, lapho ingxenye yezenhlalo neyebhizinisi inganikeza okuhlukile umphumela we-synergistic.
Bheka ividiyo yengqungquthela ye-inthanethi ethi "Zootovars" ezitolo. Ungayihlakulela kanjani i-assortment? "
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