Asikho isikhathi esisele ukuqala ngokusemthethweni inkathi kaKhisimusi. Futhi ngemuva kweBlack Friday kanye neCyber Monday, izinsuku ezimbili (yize empeleni ziningi) lapho kunikezwa izaphulelo ezinkulu ezitolo, futhi ziqala isizini ephezulu yokuthenga, Kujwayelekile ukuthi abaningi babone iphethini kubathengi. Empeleni, UDentsu uhlaziya ukuziphatha kwabathengi mayelana nezaphulelo kokunye kokuhlaziya kwakhe kwakamuva.
Uma ufuna ukwazi ukuthi ibe yini imiphumela, ngezansi sizokutshela ngocwaningo abalwenzile kanye nezimanga ezilushiye ngemuva. Siyibhidlize?
Ukuthenga yebo, uma kukhona izaphulelo
Esinye seziphetho zokuqala isifundo sikaDentsu, okuyiqembu elihamba phambili embonini yezokuxhumana eSpain, sikubeke kwacaca, kokubili ngokwekhwalithi nangomthamo, noJaime López-Francos njenge-CEO yeqembu e-Iberia, ukuthi abathengi balinda ukuthi kukhona. inikeza ukuthenga. U-88% wabathengi baseSpain banesineke uma befuna ukuthenga okuthile, ikakhulukazi ezigabeni zemfashini, ubuhle noma ubuchwepheshe. Kodwa-ke, ngama-91% eMinyaka Eyinkulungwane abasebenzisa izaphulelo, balandelwa eduze u-85,7% weGeneration X, Generation Boomers (85,4%) kanye neGeneration Z (85,1. ,XNUMX%).
Mayelana nezinsuku zokuthenga, nakuba bekuvame ukuba nezinkathi ezimbili eziqinile eSpain, njengokuthengiswa kwasebusika kanye nokuthengiswa kwehlobo, kokubili kwehliselwe kuhlandla lesibili futhi ngempela. Izinsuku “zendlovukazi” ezeBlack Friday (ikakhulukazi ezigabeni ezibalulwe ngenhla) kanye neCyber Monday. Kumele kuqashelwe ukuthi lezi zinsuku ziseduze kakhulu noKhisimusi ne-Epiphany, okwenza abaningi basebenzise ithuba. Ngaphezu kwalokho, kuyaziwa ukuthi ukukhushulwa okukhethekile kwezitolo eziningi ngoDisemba nasekuqaleni kukaJanuwari, ezaziwa ngokuthi izipesheli zikaKhisimusi, nazo zilahlekelwe ukuvelela.
Ngobulili, abesifazane bazi kakhulu izaphulelo
Ngokombiko kaDentsu, banjalo Abesifazane, abanama-54,2%, yibona abazazi kakhulu izaphulelo. Kubo, iminyaka yobudala ephakathi kweminyaka engama-25 nengama-54 yileyo ethola cishe u-79% wemiphumela, cishe ingxenye yayo ivela e iphrofayili yezenhlalo-mnotho ephezulu kanye nemfundo ephakeme.
Iphrofayili yalaba besifazane ibonakala ngokuba nesibindi, ngomqondo wokuzama imikhiqizo emisha kanye nokuhambisana nezitayela, nakuba bevumela ukuthonywa imibono futhi, ngezinye izikhathi, bafune ukuvunyelwa abanye. Bangabathengi abasebenzayo ngoba bathanda ukwazi ukuthi imikhiqizo yenziwe kanjani, yiziphi izithako eziqukethe, njll.
Noma kunjalo Kuthiwa bawukuphila komphakathi okusebenzayo, futhi bangabantu basekhaya futhi bayawunakekela futhi bazise imindeni yabo kakhulu., ababonisa ngayo uthando nokuba nezinto.
Ngokuqondene ne-medium abayisebenzisa kakhulu "ukuzingela" lezi zaphulelo, i-intanethi, kungakhathaliseki ukuthi izinkundla zokuxhumana, amavidiyo, ukusakazwa komculo, yiyona ethatha igolide kuleli cala. Futhi kukhona ukusetshenziswa okukhulu kwe-audiovisual nezinkundla, ngaphandle kokukhathazeka mayelana nezikhangiso abazibona kuzo ukuze baqhubeke bedla. Lolu ulwazi olufanele kakhulu ezinkampanini njengoba kuyindlela yokukhangisa ebaluleke kakhulu uma iqhathaniswa nokukhangisa kwendabuko.
Eqinisweni, futhi ngedatha ezayo, Ngaphezu kuka-61% sibonga ukukhangisa ngokukwazi ukwazi ukuthi yini emakethe, futhi u-60% awunankinga nokubona izikhangiso ukuze ubuke okuqukethwe (amavidiyo, umculo, uchungechunge, amamuvi...) mahhala. Eziningi zalezi zikhangiso zingase zifaneleke kubathengi, ngakho-ke, bazogcina bezichofoza.
Imikhiqizo ezinikele emphakathini kanye nemvelo, ethandwa kakhulu
U-53,7% wabathengi uncamela ukuthenga ngaphakathi amabhrendi azisa esidlangalaleni uhlangothi lwawo olusekela kakhulu nolwemvelo. Izihloko ezinjengobubha, ukuguquguquka kwesimo sezulu, izingane, impilo yengqondo noma imvelo yilezo ezithandwa kakhulu ngabathengi abagcina bekhethe le mikhiqizo kunokuncintisana kwabo.
Izingxoxo ezinkundleni zokuxhumana mayelana nokuthenga
Ocwaningweni, inkampani ifinyelele esiphethweni ngalokho okushiwo ezinkundleni zokuxhumana mayelana nokuthengwa. Kulokhu, kusukela ngoJanuwari kuya kuNovemba 2023, kube nokukhulunywa ngezigidi ezingu-1,7 mayelana nezikhathi zesizini eziphezulu (isizini ephezulu lapho kunokwanda kokuthengiswa ngabathengisi namabhizinisi aku-inthanethi). Kulezo zinkulumo, UKhisimusi, ukuthengiswa kwasebusika kanye noSuku Lokuzigqaja yizona ezithola imiphumela emihle.
Manje, kuqashelwe kumanethiwekhi, ikakhulukazi isonto elandulela kanye nesonto le-Black Friday kanye ne-Cyber Monday, umuzwa ongemuhle wokukhungatheka nokugcwala ngaphambi kwale mikhosi emibili yesaphulelo lapho izitolo eziningi zijoyina khona. ).
Ngezigaba, imfashini nobuchwepheshe yizona ezibalulwe kakhulu, ikakhulukazi kunkundla yezokuxhumana i-TikTok, lapho izinkampani ezinjengoShein, Zara noma i-Amazon ziye zagqama.
Ucabangani ngemiphumela yocwaningo lukaDentsu? Ingabe uyavuma? Shiya umbono wakho kumazwana.