Niche amakha - a ... niche kwamakha: kuzibuyekezo, izintengo, izithombe

Kulo post sizoxoxa lomkhuba njengendlela "niche kwamakha". Lo mqondo akwaziwa izethameli jikelele, futhi akumangalisi uma ungazi ukuthi iyini. Sekuyisikhathi ukubazi ethemini futhi ukuthi yini niche kwamakha (abakhethayo) lihlukile ukunethezeka flavour wendabuko.

Yini inuka kwamakha abakhethayo

Kuyangijabulisa iphunga, futhi ekhaya lakho eshalofini nge izimonyo nibaluleke Bubbles "ezihlwabusayo"? Kuyini lokhu igama?

Uma sabuka amafulethi eziningana noma iliphi idolobha indlu abavamile, kungenzeka okumelwe bahlangabezane nazo labo amagama, avamise kubaneka kuyithelevishini noma kuma-ecwebezelayo. Dior, Dolce Gabbana, Versace ... Lezi amagama musa wehla emakhasini omagazini, ngisho nezingane abangakwazi ukufunda, bayazi la mazwi. Ngakho, imfashini brand, okuyinto eyaziwa ngokuthi kahle emhlabeni wonke, ungeyena kwamakha niche. It kuvela ukuthi ngamakha zihlukaniswa ngamaqembu amathathu, okuyinto ziyehluka intengo, nodumo, yebo, lokho azihogeli.

IMisa-emakethe, ukunethezeka niche kwamakha

Kuyiqiniso ukuthi yokuhweba - ukukhangisa. It is abasebenza kwezokumaketha ezingu-90% ukuthi yini kuyoba imfashini isizini entsha, futhi uthenga ngokwakho izingubo noma izimonyo ukuba azethembe. Ukukhangisa futhi ikhuthaza namakha. Wena ngokungazi, ngaphansi kwethonya amabala amahle izithombe ongavamile ku umagazini, into yokuqala ukuza ukuba brand ethile bese ukhetha into ukunambitheka yakho.

Ngakho, iqembu lokuqala futhi ezivame kakhulu lika - mass-emakethe, noma ezidayiswayo. Amakha kaningi edayiswa Hypermarkets, izitolo yezimonyo, futhi ngenxa yokuthi ifunwa kakhulu futhi ezitolo ezincane yezimonyo in kanye ukuhwebelana. Ukuqhubekela amakha akunzima, futhi mbumbulu eyahlukene "hurray", ngoba lezi flavour aziwa zonke - kusukela komncane kuya ezinkulu. Iphunga akuyona eyinkimbinkimbi, emnandi futhi kalula akachazeki. Kwenzeka inqaba, ekhulwini leminyaka elidlule kuze imfashini ekhaya kuphekwe flavour iminyaka 2-3, futhi manje khiqiza fike yonke isizini. Lokho mass-emakethe inzuzo main, kuthatha share emakethe mayelana 75%.

Okunethezeka Amakha nibaluleke ukudlula emakethe mass, kodwa libuye kabanzi ikhangiswe. Njengoba isibonelo, Brands Chanel, Guerlain, kanye namakha ekhiqizwa ikakhulukazi imfashini izingubo izindlu. Budebuduze ngemuva, Nokho, ubucwebe kanye amakha endlini, iphunga elisha futhi eziyikhulu amaphesenti umdlalo izitayela zemfashini. Kungani becabanga kanjalo? Iqiniso liwukuthi bamakha ekusungulweni imikhiqizo ngaphambi ukukhulula ukuchitha ucwaningo izilaleli omkhulu, ekuboneni izintandokazi okulindele. Ngubani kudala amakha kanokusho? Ngokuvamile umsebenzi omusha lonke ibutho abaculi ngubani ngokuqinile ulandele izilungiselelo ebekiwe. Bamakha Awukwazi ukwenza, futhi sokudedela muzwa umphefumulo, ngoba ukudala umkhiqizo kungaba ngamaphesenti ayikhulu uvumelane izifiso yekhasimende.

Okukhethwayo - umqondo omusha flavour

Niche amakha - ukudalwa ngabanye - bamakha abangabalandeli okulindele lothile. Amakha Lena omkhulu ngaphandle kwenkokhiso (ngokuvamile niche amakha kungamenza alahlekelwe kakhulu ngendlela izinto ezintsha kukhona suites), futhi 'esiphilile' futhi izithako. Ukuze kwamakha abakhethayo kuphela ukusebenzisa izinga okusezingeni eliphezulu izinto zokusetshenziswa, okuyinto wenza sikwazi ukuvula nephunga esikhumbeni iziqhumane ngokuzumayo elikhanyayo - yilokhu inquma inani izimpahla. Ngaphezu kwalokho, zeminye imikhiqizo izakhi ezibizayo esetshenziswa ekuklanyweni emabhokisini efana negolide, ukhuni ezikhethekile noma namatshe ayigugu. Kodwa isembozo engavamile - kuba kunalokho okuhlukile. Esikhathini indawo yokuqala abakhethayo Iphunga elibiza - nguye lunqume e niche kwamakha. The brand kunazo owaziwa kuhlanganise abakhethayo kubhekwe Penhaligon sika, uJo Malone, Montale, iSivumo Sokholo Le Labo, M. Micallef, Amouage, Parfums de Rosine, Byredo, Fragonard, uFrederic Malle, Kilian, uSerge Lutens.

On umlando amakha ibhizinisi zenzeka ekhulwini lamashumi amabili

Luthini olwakho "niche kwamakha," sesikubonile esiphethweni, kodwa kungani kukhona legatsha "ngokoqobo elimnandi"?

Ukuze wenze lokhu, hamba emuva kancane esikhathini esidlule. iminyaka ayikhulu edlule, amakha kwakungamadodana eziningi ezimbalwa, kodwa kunalokho abantu amandla futhi ivikelwe. Kodwa nge ukuthuthukisa ukukhiqizwa yezimboni, lapho izimpahla babé eshibhile futhi kufinyeleleke, amakha zana ngokuphawulekayo. Eminyakeni 50-60, kwaba atholakale cishe wonke umuntu, futhi ngemva kwesikhashana, ukuze nineties, abakhiqizi baqala ukucabanga mayelana nendlela ukukholisa ikhasimende ukuthenga imikhiqizo yabo ncamashi. Phela, ninikeza kwengce kakhulu lizinga isidingo, futhi ngoba abenzi bamakha yaqala ukusebenza ukuze umthengi.

Manje izindlu amakha ayekile ukudala nje into, futhi waqala ukwenza umkhiqizo ihlangabezana nezifiso zabantu. Abadali yasekuqaleni abangafuni ukusebenza ngaphakathi kwemikhawulo ewumngcingo, seziqalile ukufihla ngaphansi kwegama "kwamakha abakhethayo."

Ngikuphi okuhlukileko niche kwamakha

Ngakho iziphi izici kule ndawo ngephunga njengoba amakha niche? Izitolo eMoscow alungele ukunikela abakhethayo wena, okuyinto has izici ezilandelayo: ukunambitheka ehlukile, okungcono izinto zokusetshenziswa, ukuntuleka sekuyaphela yokukhangisa, indawo engavamile yokudayisa.

Iphunga - iyona sokuqala nesibaluleke kakhulu umehluko niche kwamakha. Nxa ilitshe Amakha ukunethezeka mass-emakethe umthengi kanye cajole ukudala "candy" ezikhanga kakhulu, abadali uyakhetha ke musa noma ucabange. Niche kwamakha kungaba zicatshangwe ngokuphelele "isithombe" njengoba ezikhangayo nenyanyekayo. Cabanga amanothi ugwayi ezimanzi, iraba, uju isiraphu noma izinkuni wanelisa gayakovogo, musk - kungcono kwamakha niche. Izibuyekezo wakhe ehlukene kakhulu, ngoba amafutha zingadida, idale ukudideka, ukuthandana, noma baphoqelele, kodwa lokho ncamashi - akekho uhlala ngabandayo cha.

izithako abakhethayo

Uma abakhiqizi 'abavamile' amakha nokujaha umkhiqizo eshibhile, ngokukhetha eshibhe zokwenziwa izithako, le bamakha imikhiqizo niche ungacabangi ngakho. Bewazi nje ukuthi, kanye iwayini elimnandi has izici zayo siqu ngayinye "isithako" amakha ezinhle, kuhlanganise nendawo kanye nesikhathi yokuqoqa. Ngokwesibonelo, "efanele" izimbali kakhulu lomuthi orange kuvuna eNyakatho Afrika noma e-Morocco. Uma izidingo komthaki ukugxilisa ingqondo gayakovogo isihlahla, khona-ke uyoba iya kuyo e-Indonesia. Kuyinto impahla eluhlaza buvezwa intengo Ngokuzayo lamagcobo. Ezinye izinhlobo abakhethayo avele esezingeni elilinganiselwe kakhulu ngenxa yokuswela ingxenye.

Gqoka enkosini, noma ephaketheni layo

Ufuna rhinestones futhi bezinto? Khona-ke wena - amakha kanokusho futhi mass emakethe. Ikakhulukazi abathengi ongaqaphile komagazini wenza edishini ekhethekile etshela mayelana nokuthi ibhodlela perfume yadalwa. Funny, akunjalo? Bottle ivuliwe eshalofini, kuyilapho kudingeka nje zamakha!

Ngokuqondene abakhethayo, le bamakha ukusebenza okwengeziwe okuqukethwe kunokuba ekubukekeni. Ngokuvamile, ukupakisha niche ngamakha ubukeka oqaphelayo zingezona ezibonakalayo, nakuba zikhona ezehlukile. Njengoba isibonelo, umkhiqizo Martina Micallef, izitsha eziyisikhombisa zazo ngesineke futhi ahlotshiswa inhlukano ngendlela amatshe. Yiqiniso, ukuze ophethe nokupakisha Kayisilutho ngaphandle umthengi.

amavolumu izimpahla

Kungakanani Ucabanga Bubbles ekhiqizwa nge flavour entsha, ezifana Niny Richchi? amashumi amaningana ezinkulungwane, ngoba izimpahla kumele uze kuzo zonke izitolo kwezimonyo Hypermarkets! Ngokuqondene abakhethayo, ukukhiqizwa kuhlobene nenani izingxenye. Uma udinga ukwakha Iphunga izinto zokusetshenziswa ukuthi ungathola okulinganiselwe, umenzi kungaba ukukhulula ambalwa nje Bubbles. Ngakho-ke, i-izinhlobo ezithile amakha ngokoqobo kulayini.

indawo ukudayiswa

Uma nesithakazelo abakhethayo, ugijimele ibe hypermarket ezinkulu noma uthenga ukuthenga izimonyo ukunambitheka, khona-ke oyodumazeka. Niche kwamakha "Rive Gauche" awuthengiswa, kodwa ungakwazi ulithole boutiques obukhethekile zikhethe. Kuyini lokhu endaweni ukudayiswa?

Enkabeni yalo, boutiques kanye flavour ezifana - uhlobo "Ukusakaza" phakathi amaphuzu ukusakaza izimonyo. Njengoba abanayo eziningi abantu, futhi ngokuqinisekile ngeke ubone kulayini. Ngaphezu kwalokho, lezi izitolo abalibali amaphromoshini amakhasimende kanye yokuthengisa zivamile. Kakhulu ukuthi ikhasimende bangathembela Kuyaphawuleka ukuthi njengesipho iphunga abakhethiwe angabenza okuthile ukuqoqwa elihlanza ngokuligeza brand efanayo. Njengomthetho, amakhasimende avamile Boutique umnikazi uyazi mathupha, futhi wanezela ubuhlobo ukwethembana phakathi kwabo.

Ungesabi ukuya kule esitolo! Uma ufuna thinta ezweni niche kwamakha, yileyo-ke lapho ungathola lokujwayela flavour. Kodwa musa kwangathi wena umthengi kahle ezigugile, kusukela umthengisi lapho ubona ngokusebenzisa! Kungcono ukuba bavume ukuthi ufuna ukufunda okuthile mayelana kwamakha niche.

Futhi kuthiwani intengo, izindleko kwamakha abakhethayo eMoscow? Intengo lolu hlobo Iphunga akunakwenzeka ukuba ruble esingaphansi 2000 ngayinye 20 ml. Kodwa kumelwe ngivume, akusiwona imali eningi kangako - nje esilinganayo ungathenga isibonelo 100 ml amakha ethandwa futhi zimenyezelwe. Yini lokukhetha - unquma.

Omunye umehluko eliyisisekelo

Niche futhi kwamakha abakhethayo lihlukile ukunethezeka ngamakha mass iqiniso lokuthi cishe ikhangiswe. Lokhu kunjalo. Ngokuthenga umkhiqizo omusha noma iphunga adumile akuveli emakhasini ecwebezelayo, uma ukhokha manje ukuthi: ngu-60% ukukhangisa (ingxenye cinema amamodeli izinkanyezi, PR inkampani probnichki komagazini ezitolo), 30% of the iphakethe kanye nomsebenzi yokukhokha abadali yokuhogela nokuthinta% 10 kuphela ezimfundisweni.

Isimo kwezamabhange ngephunga abaphila ngayo ihluke ngokuphelele, singasho, akuhambisani okuphambene. Okukhethwayo neze ikhangiswe ngoba eyenzelwe emakethe mass, futhi awazi ukukhokhela ukukhangisa hhayi ibhokisi, kodwa isakhiwo iyingqayizivele ngempela.

Indlela ukukhetha amakha niche ngokwakho

Niche kwamakha "Rive Gauche", hhayi edayiswa boutiques amancane nge iphenya abakhethayo kuzo zonke izinhlobo zamakha ngeke zivele. Kodwa kusukela ngo-amakha ngale ndlela engavamile ngokuphelele futhi uthenge wena, ungazami ke kusengaphambili, awukwazi, kungenzeka kanjani lokho? Ngokukhethekile le njongo unakho otlivanty. kwamakha okukhethwayo ngenxa yezindleko zayo okusezingeni eliphezulu ayitholakali kuwo wonke umuntu, kanti uma kuzodingeka ithuba ukuthenga isitsha esiyigugu, ngokuqinisekile kudingeka wazi ukuthi sithole, akunjalo?

Izitolo inthanethi futhi boutiques amancane ungathenga otlivanty. kwamakha okukhethwayo umane batheleka iziqukathi ekhethekile ezincane (atomizers), umthamo we 2-5 ml. Nge ketshezi eziningi kangaka eziyigugu, unga "umbhikisho" ukunambitheka kahle sibone ukuthi ungathanda amakha noma cha.

Ingabe nokuzihlupha sifuna imali kwi abakhethayo

Njengoba sesibonile, niche amakha - akusiyo ezishibhile. Kukhona ngempela umbuzo enengqondo ukuthi zinjalo yini ukuchitha imali into enkulu ezifana zikhethe. Ngaphezu kwalokho, iphunga kukhona eyinqaba kakhulu, hhayi wonke umuntu ukunambitheka niche kwamakha. Brands futhi kulula, ezifana mass-emakethe futhi Suites ezibizayo baziwa kahle futhi ujabulele konke.

Nokho, impendulo elula kule mibuzo ingucha. Sezinto ngephunga ethile liyakhuluma ngokuphela ukunambitheka indoda namasiko wakhe. Akukona ngisho mayelana imali, njengoba kwamakha niche ngeke ukhokhe okunethezeka kakhulu ezibizayo. Nokho, abanye abantu esikhathini esithile ekuphileni nje iqala khuphula ku ngephunga ethandwa futhi ufuna okuthile ngabanye ngaphezulu.

Uphenyo abakhethayo

Ngingalutholaphi izibuyekezo mayelana edition vintage noma ezingavamile wencwadi? Kuyacaca ukuthi Ongoti iforamu enye yezinto ezinjalo, futhi ungakhulumi ezingosini zengevu musa ushiye imibono. Niche amakha - yilokhu evelele kunazo ukuthandwa nendlela umphakathi obabheka ngayo. Yiqiniso, ungathola ukubuyekezwa, into ethi ayifane naleyo - "yebo, nephunga esifana nesikaNkulunkulu," kodwa lokho ongase ukusho?

Khumbula ukuthi abakhethayo inuka eziyingqayizivele kanye ngabanye ukuthemba umbono othile awukwazi. Kumele ukhethe amakha bona, kulandela ukunambitheka kuphela nesifiso, nezeluleko hhayi zomunye umuntu. Ngoba ngifuna ukukuxwayisa ngokutadisha yabanye abantu, landela umuzwa kuphela yabo kanye nombono. Nokho, qaphela ukuthi phakathi ezihlukahlukene flavour okukhethwayo uqiniseka ukuthola okuthile ukuthanda kwabo ngokwakho.