Iintsika ezine zoThengiso olutsha

Ukusukela embindini we-2000s, ndenze ingxoxo yokuba abathengisi mabayeke ukucinga ngokweevenkile zabo kwaye endaweni yoko, bamkele umxholo wendalo. Ndiqale ukubhala malunga nomxholo kwi le Iphepha lophando lowama-2013. Ukukhawulezisa ukuya ku-2016, kunye noJack Ma, ongusihlalo we-Alibaba, waqamba igama lokuba yiRetail eNtsha ukubonisa indlela yena kunye ne-Alibaba CEO uDaniel Zhang kunye neqela lakhe, abazokwakha ngayo i-Alibaba Group ecosystem ngokuqala ngokudibanisa kwi-Intanethi nangaphandle kweetekhnoloji. Kule minyaka mithathu ukusukela oko waqalayo, u-Alibaba wandise ubungakanani kunye nentsingiselo yoThengiso eNtsha ngokucacileyo ukubandakanya indlela yokuphila, ukunxibelelana, ukwabelana, ukwakha, ukufundisa, ukusebenzisa kunye nokwenza kube lula ukwenza ushishino naphina. Intengiso entsha yinyani entsha nokuba inkampani ifuna ukuyamkela okanye hayi. (Qiniseka ukuba ubukele iklip yevidiyo evela kumdlalo bhanyabhanya Ibhola yemali Ekupheleni kweli nqaku njengoko imeko ichaza ngokuchanekileyo iincoko endibe nazo nabaphathi malunga nefuthe loThengiso olutsha kwiinkampani zabo.)

IAmazon kwaye Walmart ngokuqinisekileyo banefuthe elikhulu kumzi mveliso weentengiso, njengoko nabathengisi abanjengoTesco, X5 Retail Group, Lazada kunye Ithagethi ukubiza ngambalwa. Nangona kunjalo, i-Alibaba yayiyeyona nkampani yokuqala ukuchaza kunye nokuqhubela phambili ngobundlongondlongo ngokudityaniswa okupheleleyo kwe-intanethi, ngaphandle kweintanethi, itekhnoloji kunye nolungiselelo kunye neyokuqala ukuthatha zonke iiasethi zenkqubo yazo yendalo: iintlawulo zedijithali; izinto zokusebenza B2C, B2B, D2C, B2B2C; ilifu lekhompyutha kunye nedatha yesayensi; ingalo yentengiso; kunye notyalo-mali kwimimandla yezitena nodaka ukwenza imodeli esemthethweni yokuThengisa entsha yokwenza, ukuhambisa, ukuthengisa, ukuthenga nokuhambisa iimveliso. (Ndizibonele ngokwam ukuba isebenza njani iAlibaba njengenkampani. Itekhnoloji, ukukwazi ukwenza izinto ezintsha kunye nolungiselelo lwesibini kuye.)

Yintoni eyenza iAlibaba yahlukile kukuba yaqala njengomdlali okwi-Intanethi okhawuleze wakubona ukubaluleka kweenyawo zomzimba kunye namava; ukukhutshwa ngokukhawuleza kwezinto ezibonakalayo; kunye nokudilizwa, kanye kunye, komprofeti wobuxoki we-omni-channel njengomzekelo kunye nengqondo efanelekileyo. I-Omni-ijelo yingcamango 'ye-zombie' eye yadlula kwimodeli ye-uni-channel; ngaphezulu koku kamva kwinqaku. (Ukuthelekisa iAmazon neAlibaba, iAmazon ikwafundile ixabiso levenkile zentengiso ebonakalayo kungoko ukufunyanwa kwe Ukutya okupheleleyo . Ndiqikelela ukuba iAmazon iyakwakha / iqeshise / ithenge iivenkile ezongezelelweyo kwiminyaka eliqela ezayo; iivenkile zokutya ezingama-2,150 naphakathi kwe-3,000 ukuya kuma-5,000 kwiivenkile zeAmazon Go. Unokufunda malunga nayo Apha .)

Umoya wobuzalwana ngesihloko sentengiso nguMichael Zakkour, usekela-mongameli weqhinga laseAsia, intengiso entsha kunye nedigital yehlabathi eTompkins International. UZakkour kwaye sisebenzisene kule minyaka idlulileyo, kwaye sihlala sicatshulwa kunye ngesihloko sentengiso kushicilelo. UZakkour, kunye nombhali-mbhali u-Ashley Galina Dudarenok, sele eza kupapasha incwadi yakhe yamva nje Ivenkile entsha: Uzalelwe e-China, Ukuya kwiLizwe liphela . Ndithi thaca ezinye zezimvo ezivela kuZakkour kweli nqaku, kunye nezam iingcebiso kunye nemibono ngesihloko soThengiso olutsha. Ababekho batyelela umnquba ka-Alibaba e-CES 2019 ngoJanuwari 10, 2019.I-ROBYN BECK / AFP / imifanekiso kaFetty

IiC ezine

Umceli mngeni odla ngokudibana nabaphathi kukuba ngumceli mngeni omkhulu ukufunda ngokwaneleyo malunga nomxholo omtsha ukwenza ukuba ulwazi lusebenze. UZakkour uwusombulule lo mbandela ngokuzimisela ngenisa iinkcukacha ukunceda abaphathi (kunye nabanye) ukuba bafumane ukuqonda okungcono kwesihloko. NgokukaZakkour:

Ukuba ukuThengisa okutsha ibhetri, iya kuba neendawo ezine zokutshaja ezixhaswe ngu:

1. Urhwebo -Oku kugxile ekudaleni nasekuhlanganiseni uninzi lwee-intanethi, ezingaxhunyiwe kwi-intanethi kunye neendawo zokuthengisa ezithengiswayo kangangoko ukwenza lula kunye nokuzikhethela, kubandakanya i-020, i-B2C, i-C2C, urhwebo lwentlalo nokunye.

Mbini. Idijithali -Le yiglue edibanisa kwaye ikhokele yonke into kwi-ikhosistim kwaye ibandakanya isayensi yedatha, ikhompyutha yefu, i-AI, itekhnoloji yeselfowuni, i-fintech kunye neentlawulo ezibonakalayo.

3. Amalungiselelo oLungiselelo kunye noNikezelo -Oku kubandakanya ukuzalisekiswa okuzenzekelayo, ubuchwephesha bokusekwa kwilifu, ukuwela imida kunye nezisombululo zemayile yokugqibela, ukusasazwa kwempahla, ukucwangciswa kwangaphambili, ukubonakala kwempahla kunye nosuku olulandelayo, kwangolo suku lunye, izisombululo ezizalisekisayo zeyure.

Zine. Imidiya kunye noLonwabo -Umxholo uyinkosi, kwaye iNtengiso eNtsha ifuna ukuhamba rhoqo kwayo. Umxholo ubalulekile ekudaleni 'ukubuyisela kwakhona' okwenza indawo yokuthenga ibe yindlela yokuphila.

Le mithombo yamandla mine yile nto yenza ukuThengisa okutsha kwahluke kurhwebo lwemveli lwedijithali. Zonke ziyalingana ngokubaluleka kwaye zidityaniswe ngokupheleleyo. Urhwebo olukwi-Intanethi, ukurhweba ngaphandle kweintanethi, itekhnoloji, idatha, izinto zokusebenza, iinkonzo kunye nokuzonwabisa zisebenza kunye ukwenza inyani entsha yorhwebo kunye nokutshintsha ngokusisiseko ixabiso lemveliso, abathengisi, abathengi, ababoneleli beenkonzo, ukonwabisa kunye nabathengisi.

Ivenkile ifile, phila ivenkile ixesha elide, utshilo uZakkour, ebonisa umbono wakhe wokuba enye yeempawu eziphambili zoThengiso eNtsha kukuphinda kufunyanwe imeko yendawo (ivenkile yeAKA). Uye waphawula ukuba umlo ophakathi konqakrazo kunye nezitena uphelile kwaye ophumeleleyo ebengalindelanga yiNtengiso eNtsha. Unqakrazo lufumanise ukuba ivenkile ekrelekrele, edityanisiweyo kunye necebo lokucinga liyinzuzo yesicwangciso, kwaye izitena zifumanise ukuba iivenkile ezimileyo, ezingezizo ezendalo azisiyongxaki kuphela, kodwa indlela eya kwiSahluko 11.

Ukuthengisa okutsha kuqhutywa yingxelo yengxelo engapheliyo yedatha eveliswe ngabathengi ethi, xa ihlalutywa, inike abathengi izindululo ezizezakho ezizimeleyo zeemveliso abazifunayo kunye neemveliso abangazaziyo ukuba bayazifuna. Idala uhambo olutsha lomthengi, ulindelo olutsha kunye nokuziphatha okutsha. Iphazamisa imigca phakathi kweendaba, ukonwaba kunye nokuthengisa. Ukutshintsha indlela esenza ngayo ishishini, indlela esinxibelelana ngayo kunye nendlela esizalisa ngayo amakhaya ethu nobomi bethu.

NgokukaZakkour, Yonke into eyenza i-ecosystem ijolise ekwenzeni inethiwekhi kunye nokuhambisa ii-C's ezine. Into abathengisi abaninzi abayi kuyizisa. Ngokukodwa, uZakkour kunye nam ndiyavuma ukuba ii-C ezine zigxile koku kulandelayo:

► Ubungakanani babathengi

Ubungakanani babathengi malunga nokubeka iimfuno, iimfuno, iminqweno, iminqweno, iimfuno ezingafezekiswanga kunye namava angacingelwanga kubathengi embindini wayo yonke into oyenzayo. Utshintsho olukhulu lusuka ekubeni ngumbutho ophakathi kwenkampani uye kumbutho wabathengi. Ukuba usabeka izabelo, iimveliso, iinkqubo zelifa kunye neemfazwe ezihamba phambili kubathengi, awuyi kuhlala ixesha elide kwilizwe elitsha lokuThengisa.

► Ukunceda

Zonke iintsika zemveli zentengiso-amaxabiso, ukhetho, ukunceda kunye namava- zibalulekile kuThengiso oluTsha, kodwa enye yazo, elula, iphakame ngaphezu kwezinye ngokubaluleka. Ukulungeleka kudlulela kuyo yonke imiba yohambo lwabathengi e-China, ke xa ungena kule ntengiso, ukhonza umthengi obekelwe imeko ukuba alindele ukulungeleka kuyo yonke into abayenzayo.

► Ulwenziwo

Iinkampani zeenkcubeko zabathengi zithatha ulwenziwo nzulu kwaye ziyenze ibe sisiseko seqhinga labo. Ukuthengisa okutsha kufuna ulwenziwo lweemveliso, iinkonzo, amava kunye nohambo.

Ukwalatha ukuba yeyiphi into enokwenziwa ngokwezifiso kunokuba nzima, kodwa le ngcaciso inokunceda. Oko akuthethi ukutya ukutya okwexeshana kunye neemfuno ezidlulayo zomthengi ngamnye. Oko kuthetha ukuba umthengi ufuna iimveliso kunye neendawo zokuchukumisa kuhambo lwabo ukuze bajonge kwaye bazive ngathi benzelwe bona. Ezinye iindidi zeemveliso ezikulungeleyo ukwenziwa ngokwezifiso kukutya kunye nesiselo, isinxibo, impilo kunye nokuba sempilweni, izithambiso kunye nokhathalelo lomzimba.

► Igalelo

Ukuvumela abathengi, besebenzisa itekhnoloji, iingxelo zembuyekezo, ukuveliswa komxholo kunye nemithombo yeendaba zentlalo ukuba bathathe inxaxheba ekukhuleni nasekuzuzeni uphawu, imveliso, inkonzo, indawo yokuhlala (amava evenkile ebonakalayo) okanye inkqubo yendalo yiyo igalelo malunga noku. Iziphumo zenethiwekhi yezendalo zezona ndawo zingumzekelo ophambili wendlela abathengi abanegalelo ngayo kuhlumo olubonakalayo. IAmazon kunye neAlibaba bangobani namhlanje ngenxa yenani labasebenzisi abanalo kunye nokukwazi kwabo ukuqokelela ulwazi kubo. Zombini iinkampani yindawo yokuqala abathengi abaninzi besiya kwenza uphando kwimveliso ngenxa yenani elikhulu leemveliso abaziphetheyo. Zombini iinkampani zixhomekeke kumanqaku abathengi, ingxelo kunye nokuphononongwa kwiminikelo yokuma. Abadlali abakhulu kuThengiso oluTsha baphantse babufezekisa ubugcisa bokuvumela umboleki ukuba abumbe ikamva labo.

I-Uni-Channel, hayi iOmni-Channel

Kwiingxoxo noZakkour, kwacaca ukuba inqaku lokwaThengiswa okuTsha kukugxila kwi-uni-channel kunokuba yi-omni-channel. Umjelo we-Uni uchazwa njengodibaniso olupheleleyo lwazo zonke iziteshi kwisitishi esinye. Kuchazwe ngenye indlela, kugxilwe akukho kwiivenkile ezithengisa, ukuthengisa nge-e okanye ukurhweba kwemida. Endaweni yokuba kugxilwe kubekwe kuphela urhwebo , ukuba ngcono kwezorhwebo, uZakkour ucacisile.

Njengomcebisi, ndihlala ndenza impikiswano kubathengi ukuba ukulunga kuhlobo olunye lwezorhwebo, ivenkile umzekelo, ngokuhlawulwa kolunye uhlobo lwezorhwebo njenge-Intanethi, yindlela yokufumana intlekele. Abathengi balindele ukuba abathengisi kunye neempawu ukuba zibekho rhoqo, ukuze xa umthengi enesidingo, inokufezekiswa ngophawu okanye ngumthengisi 24/7, iintsuku ezingama-365 ngonyaka. Umjelo weyunivesi yinkqubo yendalo kunye nokujonga okungagungqiyo kumnqweno okhulayo wokuzonwabisa kunye nokwanelisa kwangoko ngabathengi. (Uncedo lilinganisa uluhlu lweempahla kufutshane nomthengi kangangoko okanye ukwaneliseka kwangoko yinto engenakwenzeka.)

UZakkour usiphandile esi sihloko ngokugqibeleleyo kwaye ukholelwa ukuba i-omni-channel (ekucingelwa ukuba yayiyindlela yamajelo amaninzi) yayiyeyona nto ibalulekileyo kwiminyaka emihlanu eyadlulayo, ngaphambi kokuba uRhwebo olutsha luqalise ukubonakalisa ukusuka kwithiyori ukuya kwinyani. Umbono ongasemva kwe-omni-channel yayikukuvuma ukuba iinkampani kufuneka ziqwalasele umxube we-intanethi / ngaphandle kweintanethi, ukuthengisa / ukuthengisa ngokubanzi, ngqo kubathengi / kwimisebenzi yokuhambisa esekwe kunye nentengiso, kunye nokuqinisekisa ukuba bonke ukubaleka kwintsebenzo ephezulu. Ingxaki nge-omni-yejelo kukuba amajelo ahlukeneyo ayizange idityaniswe ngokwenyani .

IiU ezine zeUni-Channel

Intengiso entsha, ngakumbi njengoko iqhutywa nguAlibaba, JD.com, Tencent, kunye nabanye abadlali abakhulu abanjengoWalmart kunye neAmazon, iihenjisi kwinkampani ebanzi kunye nokusetyenziswa kwendalo ngokubanzi kwee-U's ezine. Badibanisa zonke izinto eziyimfuneko ekuphunyezweni ngempumelelo kwesicwangciso esitsha seNtengiso. Ngapha koko, nditsho ukuba ukutyala imali kwii-U ezine kuya kugqiba abaphumeleleyo kunye nabaphulukene neentengiso kwilixa elizayo. IJD.com irobhothi yokuhambisa engenamntu ibonwa iwela isitalato ngoNovemba 12, 2018 eTianjin, China.VCG / VCG ngokusebenzisa imifanekiso kaGetty

Ziziphi ii-4 zika-U? UZakkour ukholelwa ukuba lo mxholo ulandelayo uchaza eyona njongo kunye nemfuneko ye-4 U's yokuphumeza inkqubo ye-uni-ye-ecosystem eyinyani:

► Idatha emanyanisiweyo

Ukuba kukho into enye iRetail eNtsha egxile kuyo, kukudityaniswa kwe-Intanethi kunye nokungaxhunyiwe kwi-intanethi kumava amanyeneyo, angaguqukiyo, afanelekileyo kumthengi. Oku kukwathetha ukudityaniswa kwe-intanethi eyahlukeneyo kunye neefaneli ezahlukeneyo ezingaxhunyiwe kwi-intanethi kunye namajelo kudibaniso olungenamthungo. Akukho mngeni mncinci kwaye ufuna idatha emanyeneyo. Inkampani yakho kufuneka ibe nemodeli yedatha emanyeneyo. Oku kunokuthetha ukugqithisa okukhulu, okunjengaleyo yenziwe nguCarrefour ukuhambisa ulwazi kwindawo ekuqikelelwa kuyo engama-50 nangaphezulu. (Andinakukugxininisa oku ngokwaneleyo-iinkampani akufuneki zilwe namaqonga azo e-IT. Musa ukuchitha imali ebalulekileyo uzama ukugcina iinkqubo ze-IT ngaphakathi endlwini ezingakwaziyo ukuhlangabezana neemfuno zenkampani okanye zabathengi. Yamkela iindlela zokukhuphela kunye namafu ukukhawulezisa itekhnoloji yokusebenzisa amandla ukwenza ukhuphiswano.)

► Ukuthengiswa kweUni

Ukuthengiswa kwe-Uni akuthethi ukuba inye kuphela indlela yokuthengisa, inye kuphela imiyalezo ehambelana okanye inye kuphela indlela yokumamela nokuthetha kubathengi. Ukuthengisa okumanyeneyo kudala amandla okuqokelela idatha kumthengi kwi-ecosystem kunye nokusebenzisa isayensi yedatha kunye nohlalutyo lokuqikelela ukuqinisekisa ukuba iimveliso ezilungileyo zikwindawo ezifanelekileyo phambi kwabantu abalungileyo ngexesha elifanelekileyo. Imalunga nokuqinisekisa ukusebenza okuphezulu ngokuhamba kolwazi, ukuhamba kwempahla, ukuhamba kwemali kunye nokuhamba kwemiyalezo.

► Izinto eziBumbeneyo

Kubalulekile ukuba uqaphele ukuba ezinye zeenkampani ezinkulu kunye neziphumeleleyo emhlabeni wonke zenze ukuba amakhonkco onikezelo kunye nolungiselelo lube luncedo kukhuphiswano, hayi nje umsebenzi. Ukwenza oku, uninzi luphuhlise iinkqubo zangaphakathi ezintsha zaza zajongana nemixokelelwane yazo yonikezelo kwihlabathi jikelele, kwingingqi, kuzwelonke, kwiphondo, koomasipala, ekuhlaleni nakwindawo ekuhlalwa kuyo.

Ukuza kuthi ga ngoku, iJD.com ibeke umgangatho wegolide kulungiselelo kunye nokufezekisa ukugqwesa e-China. Abathengi, iimveliso kunye namaqabane onke amaxabiso e-JD njenganikezela ngeenkonzo zokufezekisa ezilungileyo nezigqibeleleyo. Amalungiselelo eluncedo oluphambili kwinkampani. Inendawo zokugcina ezingagunyaziswanga apho iirobhothi ziwenza wonke umsebenzi, kwaye zikwinqanaba eliphambili ngokwenziwa kweedrone kunye neerobhothi. IAlibaba ivala ngokukhawuleza isikhewu ngotyalo-mali olukhulu ekuphuculeni Inethiwekhi yothungelwano yeCainiao .

(Ukunyaniseka, uninzi lwabathengisi kunye neemveliso azinakuphindaphinda into eyenziwe nguAlibaba, iAmazon okanye iWalmart. Endaweni yoko ndicebisa ukuba iinkampani zisebenzise umthengisi osasazwayo ngenkqubo yobuchwephesha, ulungiselelo, ukuthengisa, ikhompyutha kunye ne-e-commerce / ubuchwephesha bedijithali ukufezekisa iinjongo zoThengiso eNtsha.)

► I-Uni-Technology

I-teknoloji ye-Uni ayithethi ukuba kuya kubakho itekhnoloji enye yokubalawula bonke. Imalunga nokusebenzisa iintlobo ngeentlobo zobuchwephesha kwinjongo enye, emanyeneyo yobungakanani babathengi.

Izisombululo zetekhnoloji emanyeneyo akufuneki zibenemali eninzi, ixesha okanye izixhobo ezinamandla, kwaye kubalulekile ukuba zikwimodyuli. Ngale ndlela, zinokwakhiwa, zithathwe phantsi kwaye zilungelelaniswe ngokulula. Iinkampani e-China kufuneka ziqonde ngokucacileyo ukuba zeziphi izinto ekufuneka zikhutshiwe kwaye zenze kwaye zisebenze ngaphakathi.

Amalungiselelo ahanjisiweyo: Into enkulu elandelayo

Umxholo ophambili wengxoxo phakathi kwam noZakkour ngeli nqaku yayikukuba iChina ikwindawo ephambili kwihlabathi liphela ekufumaneni iimveliso zisondele kumthengi. Oku kufuna izinto ezininzi ezisebenza phambili kunye neziseko zokufezekisa ezifakwe kwiidolophu ezixineneyo. Ngosuku olulandelayo, kwangolo suku lunye, ukuhanjiswa kwangeyure kwiimfuno kunokwenzeka eTshayina ngenxa yokuzibophelela okwenziwe ngabasebenzi abakhulu kulungiselelo lwasekhaya. Ngokuka-Zakkour, ukuThengisa okutsha lilizwe apho ulindelo lomthengi lolwe-‘spoil me or else’. Isicwangciso esihlanganisiweyo sonikezelo lweenkonzo kunye nesicwangciso sokusebenza sisidingo. Abathengi kwihlabathi liphela ngoku balindele ukoneliseka kwangoko. Iinkampani ezingakwaziyo ukuhlangabezana neemfuno zazo ziya kutshintshwa yinkampani enakho.

Umceli mngeni kubathengisi abaninzi kunye neempawu ezininzi kukuba ubonelelo lwabo lokuyila luyilelwe ukuhambisa iipelethi ukusuka kumaziko okusasaza ukuya kwiivenkile okanye kumaziko okuhambisa abathengisa ngokuchasene nokutsala kunye nokuhambisa amatyala kwiindawo zentengiso (B2B) ezinjengeAmazon, okanye ukutsala iiyunithi zeemveliso kwiibhokisi kunye nokuthumela iiyunithi ngokuthe ngqo kubathengi (i-DTC). Ikhonkco lonikezelo luyi-Achilles 'isithende seenkampani ezininzi kodwa ngakumbi iimpahla zabathengi ezihlanganisiweyo (CPG) kunye neenkampani zokutya ezifuna ukuhambisa iimveliso ngqo kubathengi. (UKraft Heinz, uMondelez, uGeneral Mills, iP & G, iConagra, i-Unilever kunye nezinye iinkampani ezininzi zinakho ukuyila nokuphumeza izicwangciso ze-DTC, kodwa imixokelelwano yokubonelela kunye neenkqubo azikwazi ukwenza i-DTC. Ukongeza, iinkampani endizidwelisileyo abanobuchule kwi-DTC; banobungcali kwiipelethi zokuhambisa, umahluko omkhulu.)

Umzekelo okwenyani wenkampani ekufuneka yamkele kwaye yamkele ubunyani beNtengiso eNtsha ngu Inkampani yaseKellogg , endikhe ndaphanda ngayo ngo-2018 nasekuqaleni kuka-2019 njengenxalenye yoqwalaselo lwehlabathi lwe-CPG kunye neenkampani zokutya, kunye nokusilela kwabo kwe-e-commerce kunye ne-DTC. I-Kellogg inomnqweno wokunyusa ingeniso / isabelo sentengiso, kwaye i-e-commerce sisicwangciso esiliqili. Nangona kunjalo, kuphando lweKellogg, ndafumanisa ukuba inkampani ibanga ingeniso evela kwintengiso yeemveliso zayo kwiindawo zentengiso (eAmazon, Alibaba) njengengeniso ye-e-yorhwebo. Andivumi. Ndiyakholelwa ukuba ingeniso inokubangwa kuphela njengengeniso ye-e-yorhwebo ukuba abathengi bathenga iimveliso ngokuthe ngqo eKellogg, kwaye yona, uKellogg uyithumela ngqo le mveliso kumthengi. Usebenzisa olu toliko, uKellogg uvelise phantse akukho ngeniso kwi-e-commerce. Ngokoluvo lomcebisi osebenzela uKellogg endithe ndathetha naye, iyakuba yiminyaka ngaphambi kokuba uKellogg athumele iipakeji ngqo kubathengi njengoko inkampani isilela kunikezelo kunye neenkqubo ezifunekayo. Ndiyavuma.

Ukongeza, njengoninzi lwe-CPG kunye neenkampani zokutya, iimveliso zikaKellogg zinokufumaneka kwiishelufa zevenkile zokutya ezingaphezu kwama-38,511, iivenkile ezingama-5 000 + zeWalmart, kwiindawo ezininzi zentengiso nakwiivenkile ezingaphezu kwe-155,000. Umbuzo osengqiqweni wokubuza ngulo: Ngaba i-e-commerce iyavakala kwiKellogg? Ewe iyasebenza, kodwa ukuze inkampani iphumelele, eminye imibuzo enzima kuya kufuneka iphendulwe. Umzekelo:

• Sizithengisa njani ngakumbi iimveliso zethu? Siba ngcono njani kwezorhwebo? Ixesha. Isingxi.
• Ngaba abathengi bethu bafuna ukuzibandakanya njani nathi? Leliphi iqonga elifanelekileyo lokulawula lonke urhwebo?
• Ngokusekwe kubukho beemveliso zethu kwiivenkile ezithengisa, leliphi elona qhinga lilungileyo le-e-commerce lokuvelisa ixabiso kubathengi? Kuba asinazo iinkqubo ngaphakathi endlwini, sithini esona sicwangciso sethu sigqibeleleyo sokukhutshelwa ngaphandle?Le yimibuzo ebalulekileyo yeKellogg kunye nezinye iinkampani ezineemveliso ezifumaneka ngokulula kwiivenkile zentengiso ukubuza.Abathengi beKellogg banokungafuni ukuthenga ukutya okuziinkozo okanye ukutya okunetyiwa kwi-intanethi njengeemveliso ezizodwa kodwa inkonzo yenyanga yokubhaliselwa apho abathengi banokuthi babenakho ukukhetha iimveliso ezithunyelwe kuthengiso lwe-e-commerce ubungakanani beephakeji ezithile zinokusebenza kakuhle kwiKellogg.UKellogg kufuneka avavanye ukwenza ukufunyanwa kwenkampani efana nayo SnackNation , Ukutya kweBete , Ukutya kweIcon kunye / okanye Into 75 ukunceda uKellogg anyuse isindululo sexabiso sawo ngqo kubathengi kunye nokufaka iindidi ezintsha njengokutya okulungiselelwe isidlo sakusasa, isidlo sasemini kunye nesangokuhlwa.I-Kellogg kufuneka ibengcono ngakumbi ekuthengeni. Ndicebise uKellogg ukuba afumane iSondlo seKutya kunye / okanye iCytoSport, umenzi weMuscle Milk, ngo-2017. Endaweni yoko, uKellogg wahlawula ngaphezulu ukufumana iRxBar, inkampani eyenza ibha yeprotini kodwa inqongophele kakhulu ekungeniseni iindidi ezintsha okanye ukuza entsha iimveliso. (Kwiqela ekugxilwe kulo endiqhubele iimveliso zesondlo, uninzi lwabathathi-nxaxheba ngempazamo bakholelwa ukuba iRxBar ibhar yesepha esekwe ekubonakalweni kwesisongeli.)
• Leliphi elona cebo lililo lokubonelela kunye nesicwangciso sokuhlangabezana neemfuno? Inkqubo yethu yokubonelela ijolise kwiipelethi zokuhambisa. Asinakho ukubanakho ukuhambisa iiyunithi ezizodwa. Ngaba kufanelekile ukuba sikhuphe ngaphandle konikezelo lonikezelo kunye nolungiselelo?
• Ukuba sikhupha ubonelelo ngezixhobo zethu kunye nezinto ezisetyenziswayo, singakanani iindleko kunye nobunzima esinokuthi sinciphise? Singakanani ukukhawulezisa amandla ethu okwandisa ukuthengisa? Yeyiphi indlela ebaluleke kakhulu yeKellogg?

(Andikhethi Kellogg. UKraft Heinz, Mondelez, Conagra, General Mills, Unilever, P & G kunye nezinye iinkampani ezininzi zikwindawo efanayo. Ndikwirekhodi ndisithi iKellogg inamandla amakhulu. Ungafunda ngakumbi malunga noko Ndicebisa ukuba uKellogg enze oku inqaku .)

Ekukhuseleni iKellogg, inkampani iyaqonda ukuba kufuneka iphucule kwiindawo ezininzi zeshishini. Inkampani ihamba ngesicwangciso sokuguqula ekubhekiswa kuso' Sebenzisa ukuKhula '.Nangona kunjalo, ngokusekwe kuphononongo lwam lwenkqubo, ndixhalabile ukuba akubikho kugxilwa ngokwaneleyo ekubalulekeni kokwenza i-ecosystem yamajelo adibeneyo. Imithombo emininzi iqinisekisile kum ukuba iKellogg iswele amandla athile onikezelo malunga ne-e-yorhwebo, kwaye ikhonkco lokubonelela lijolise ikakhulu kwiipelethi zokuhambisa, hayi amatyala kunye neeyunithi ezizodwa. Ukongeza, i-Kellogg ayinazinto zininzi ze-IT eziyimfuneko kurhwebo lwe-e. Ukuhamba kwemali kukwangumceli mngeni kwinkampani.

Ithathiwe iyonke, ingcebiso yam kukuba uKellogg kufuneka acinge kwakhona ngokutyala imali kwi-IT kunye neeprojekthi zonikezelo kwaye endaweni yoko, agxile ekuthumeleni uninzi lwezinto zonikezelo, ulungiselelo, ezothutho kunye ne-IT kumnikezeli wezinto ezisasaziweyo kangangoko. IKellogg kufuneka ijolise kwilaser ekuphuculeni inqanaba layo lokusebenza kwemali. Ngaphandle kokuhamba kwemali okungcono, uKellogg usengxakini enkulu njengoko engayi kuba nayo imali yokuxhasa inguqu yakhe. Ukujonga izinto ngaphandle kokuthengwa kunye ne-IT kufanele kube yinto ephambili. Ukuba kwenziwe ngokuchanekileyo, i-Kellogg's isenokukhula kodwa ngeemfuno zemali encinci.

Kwimeko yeKellogg (kunye nezinye iinkampani), isicwangciso sokuhanjiswa kwezinto apho uthungelwano lwendawo yokugcina impahla lutyhala uluhlu lweempahla kufutshane nomthengi, kuyacetyiswa. I-Kellogg inokufumana ikhontrakthi kumboneleli wezinto ezisasaziweyo kunye nenethiwekhi yamaziko osasazo (ii-DCs) kunye namaziko okufezekisa (i-FCs), kunye nobungcali kuyo yonke imiba yorhwebo kunye nolungiselelo, ukunceda ukukhawulezisa inkqubo yokuThengisa entsha. Ababoneleli bezinto ezisasazwayo banamaqonga afunekayo ekunikezelweni kwempahla kunye nolungiselelo, ukuthuthwa, ukuthengisa, ukuthengiswa kwe-e kunye nokuya ngqo kubathengi. Isicwangciso-qhinga siza kuvumela uKellogg ukuba ajolise kwezona ndawo zibaluleke kakhulu kwiimfuno zakhe-imveliso kunye nokucwangciswa kwamandla. (Ngokusekwe kuphando, IiTompkins yinkampani yezixhobo ezinokunxibelelana ukuze kuxoxwe ngezixhobo ezisasaziweyo.)

Ixesha elizayo loThengiso olutsha