Ungamkhetha njani uMvelisi weeDiyayipu zobuGcisa ukuze ahlangabezane neMbango yeMarike

Kwimarike ye-diaper yeentsana ekhulayo ekhuphisanayo yehlabathi, ukusebenzisana nomenzi we-diapers othembekileyo kuye kwaba sisicwangciso esibalulekileyo kwiimpawu zokubamba isabelo semarike. Eli nqaku liza kuphonononga kwiintsingiselo zeshishini kwaye likukhokele ekuphuculeni intsebenziswano yesixokelelwano sonikezelo.

Ngo-2024, ubungakanani bemakethi ye-diaper yehlabathi ifikelele kwi-45.2 yeebhiliyoni zeedola kwaye kuqikelelwa ukuba iya kukhula ukuya kuthi ga kwi-54.65 yeebhiliyoni zeedola ngo-2031, ngesantya sokukhula sonyaka (CAGR) se-2.8% ngeli xesha. Ngokuchasene nale meko yokukhula, imfuno yeelebhile zeelebhile zangasese kunye ne-diapers ezenziwe ngokwezifiso ziye zanda kakhulu. Abathengisi kunye neebrendi bayanda befuna ubuhlakani nabavelisi abanesakhono sokwenza izinto ezintsha kunye neenkqubo zemveliso ezibhetyebhetye.

Ukuphendula kulo mkhwa, ukukhetha umenzi we-diapers ofanelekileyo akukhona nje malunga nomgangatho wemveliso kodwa kuchaphazela ngokuthe ngqo ukhuphiswano lwentengiso ye-brand. Eli nqaku lisebenza njengesikhokelo sakho sobuchule, sihlalutya uphuhliso lwamva nje lweshishini kwaye likuncede wenze izigqibo ezinolwazi malunga nokukhetha iqabane.

I-Global Diaper Market Landscape kunye nokuPhakamisa kwe Amanabukeni eLeyibhile yabucala

Imbonakalo yemarike iphantsi kwenguqu enzulu. Imakethi ye-diaper, eyayikade ilawulwa ziimpawu zelizwe ezifana ne-P&G's Pampers kunye ne-Kimberly-Clark's Huggies, ngoku yamkela abangeneli abatsha abaninzi.

Ummandla we-Asiya-Pacific yeyona marike inkulu yehlabathi, ibalwa malunga ne-35% yesabelo semarike, ilandelwa nguMntla Merika kunye neYurophu ngama-23% kunye nama-22% ngokulandelelanayo. Le patheni yonikezelo lwengingqi ithetha ukuba abavelisi kufuneka bamkele imbono yehlabathi ngelixa begxile kwiimfuno zasekhaya.

• UkuPhuculwa kunye noKwahluka kuBambisana ekuSetyenzisweni: Kwelinye icala, iintsingiselo zeprimiyamu ziyabonakala, kunye neempawu zodidi lweDTC ezifana neCoterie kunye neziqalo ezikumgangatho ophezulu (ezinje ngeKudos, Ecopeaco, kunye neDyper) zibamba ngokungqongqo isabelo semarike.

Kwelinye icala, ukufunwa kwabathengi okuqhutywa lixabiso lokuphumelela kweendleko kuye kwakhulisa ukukhula kwiileyibhile zeeleyibhile zabucala, ezibonakaliswa nguWalmart ngo-2023 ukusungulwa komgca weRascals + Abahlobo.

• Iimpawu zeMveli ziphendula ngokukuko: Ukujongana nokhuphiswano, abadlali abasezingxakini abahlali bengenzi nto. I-Pampers yazisa umgca wayo weBumbum obutofotofo, ngelixa i-Huggies yazisa uchungechunge lwe-Skin Essentials egxile kwisithako sayo. Lo mhlaba ukhuphisanayo unikezela ngezalathisi ezixabisekileyo zokuqamba izinto ezifuna intsebenziswano yediaper elungiselelweyo.

• Inkxaso yekhonkco lokubonelela iyaqhubeka isomeleza: Abavelisi abafana ne-Ontex batyale imali ephantse ibe yi-100 yezigidi zeedola kwindawo yayo yaseStokesdale, eNorth Carolina, ekwazi ukuvelisa amawaka eediapers ngomzuzu.

Kwangaxeshanye, iinkampani ezinjengeDrylock Technologies kunye noMgangatho wokuQala zandisa umthamo wemveliso. Esi siseko sekhonkco lokubonelela luqina isiseko sophuhliso lwelebhile yangasese yophuhliso.

UbuGcisa obungundoqo kunye neMikhombandlela yokuTsha kubenzi beeDiyiphu zobuGcisa

Xa ukhetha abavelisi be-diapers, ii-brand kufuneka zigxininise kwizakhono zomenzi we-multidimensional, ngokukodwa ubuchule obuphambili obujongene nokutshintsha kweemarike zangoku.

• Ukuveliswa kwezinto ezintsha kunye nokuguqulwa kokusingqongileyo kuye kwaba ngabahlukanisi abaphambili kwishishini.

Njengoko amazwe amaninzi esenza imimiselo ethintela umxholo weplastiki kwiimveliso zococeko ezilahlwayo, ukusetyenziswa kwezinto eziguquguqukayo kunye nezixhobo ezihlaziyiweyo kuye kwanda kakhulu.

• Abavelisi abahamba phambili baphuhlisa ngokusebenzayo izinto ezisekelwe kwi-bio (ezifana ne-PLA/PHBV/i-cellulose-based) kunye nezicelo eziphumeleleyo.

Inkampani yethu ikwatyale imali eninzi kwi-R&D kule ndawo, izibophelele ekuboneleleni abathengi ngezisombululo zemveliso ezihambelana nokusingqongileyo.

• Ubunakho be-R&D yobuchwephesha yeyona metric ephambili yokuvavanya abavelisi.

Oku kubandakanya ukufunxwa kwethekhnoloji engundoqo (izakhiwo ezihlanganisiweyo ze-SAP kunye nezinye iindlela ezisekelwe kwizityalo), iinkqubo zelaphu ezingalukwanga (ukuphuculwa kweteknoloji ye-spunbond/eshushu-yomoya/i-spunlace), kunye nezinto ezisabelayo ezikrelekrele kwixesha elizayo (umz., ukuva ukufuma kunye nokuzicoca ngokwase-antibacterial).

• Iimodeli zokuvelisa eziguquguqukayo zibalulekile kwiinkonzo zediaper ezenziwe ngokwezifiso.

Iimveliso zifuna abavelisi abakwaziyo ukuxhasa ukwenziwa kwebhetshi encinci, ukuhanjiswa ngokukhawuleza, kunye nokuphindaphindwa kwemveliso. Umzekelo, abanye abavelisi bamkela imodeli yoyilo esasaziweyo 'yeziko lemveliso yengingqi + neeyunithi zemveliso zalapha ekhaya' ukuphumeza iyantlukwano yomngcipheko kunye neenzuzo ezifanelekileyo.

• Ukuthotyelwa kunye neziqinisekiso zibaluleke ngokufanayo.

Abavelisi kufuneka bahlangabezane nemigaqo yokusingqongileyo kunye nemigangatho yobulunga bemveliso kuzo zonke iimarike zehlabathi, ezinjengoMyalelo wePlastiki wokuSebenzisa okuNye we-EU kunye neemfuno zomxholo osetyenzisiweyo waseMntla Melika. Ezi ziqinisekiso zisebenza njengeencwadana zokundwendwela ezibalulekileyo kwiimveliso ezingena kwiimarike zamazwe ngamazwe.

Iinkonzo zeDiyayi eziLungiselelweyo ziluphucula njani uKhuphiswano lweBrand

Iinkonzo ze-diaper ezenziwe ngokwezifiso ziye zaba sisicwangciso esibalulekileyo sokwahlula uphawu. Ngokusebenzisa iminikelo elungelelanisiweyo, iibrendi zinokujongana ngcono neemfuno ezithile zabathengi kwaye ziseke ukuma kwentengiso eyodwa.

Ukudibana neeMfuno zeMarike ye-Niche : Amaqela ahlukeneyo abathengi aneemfuno ezahlukileyo zeediapers. Abanye abazali bafuna iimveliso ngaphandle kweplastiki okanye izithako ezithile, ngelixa abanye bebeka phambili ukhetho lwamaxabiso aphantsi.

Ukwenziwa ngokwezifiso kwenza iibrendi ziphuhlise iimveliso ezikhethekileyo kula macandelo, anje ngediapers zolusu olubuthathaka, ukusetyenziswa ebusuku, okanye iimeko ezithile zomsebenzi.

Ukomeleza uphawu lweSazisi : Ngoyilo olulungelelanisiweyo, ukhetho lwemathiriyeli, kunye neempawu zokusebenza, iibrendi zinokubomeleza ubuni bazo kunye nokuma kwentengiso. Umzekelo, ii-eco-conscious brands zinokukhetha izixhobo ezinokubola, ngelixa ii-brand-focused brands zinokuqaqambisa i-smart sensors.

Phendula ngokukhawuleza kwiiShifts zeMarike : Ukusebenzisana nabavelisi abakwazi ukwenza i-diapers kuvumela ii-brand ukuba ziphendule ngokukhawuleza kwiindlela zentengiso kunye nengxelo yabathengi, ukunciphisa imijikelo yophuhliso lwemveliso kunye nokubamba amathuba emarike ngokukhawuleza.

Siyakumema ukuba uphonononge ubunakho benkampani yethu . Sizise izisombululo eziyimpumelelo ezilungiselelweyo kwiimveliso ezininzi zehlabathi, ukubanceda baseke iinzuzo zokukhuphisana kwiimarike zabo.

Ukukhetha abaSebenzi beQhinga: Ngaphaya kweeNtengiselwano zeXesha elifutshane

Ukukhetha umenzi we-diapers kufuneka kusekelwe kwintsebenziswano yexesha elide, kungekhona nje ubudlelwane obulula bomthengisi.

Ukomelela kwekhonkco lonikezelo kuye kwabaluleke kakhulu phakathi kokuphazamiseka kwamva nje kwehlabathi. Iimveliso kufuneka zivavanye uzinzo lwekhonkco lonikezelo lwabavelisi, iyantlukwano yemithombo yempahla ekrwada, kunye nokukwazi ukuphendula kwiziganeko ebezingalindelekanga.

Abavelisi abahamba phambili baphumeza imodeli esasaziweyo yoyilo 'yeziko lemveliso yengingqi + iiyunithi zemveliso zalapha ekhaya,' ukukhulisa ulwabiwo lwamandla ehlabathi ukufezekisa ukwahlukana komngcipheko kunye neenzuzo ezisebenzayo.

Iimodeli ezintsha zentsebenziswano nazo zingundoqo kwimpumelelo. Ubudlelwane phakathi kweebrendi kunye nabavelisi buvela kubathengi bemveli kumandla okuthengisa ukuya kwintsebenziswano enzulu, efana ne-R&D edibeneyo, intsebenziswano yelungelo elilodwa lomenzi wechiza, kunye nentsebenziswano yesixokelelwano sobonelelo.

Izibophelelo zozinzo ziya zisebenza njengeyona ndlela iphambili yokukhetha abavelisi beebrendi. Njengoko abathengi bekhula beqonda ngakumbi imikhondo yendalo yemveliso, iibrendi zifuna ukuba abavelisi babonise izibophelelo ezicacileyo kunye nezenzo ezibambekayo kwimimandla efana nemveliso yokunciphisa icarbon, imathiriyeli eco-friendly, kunye nolawulo lobutyebi bamanzi.

Izakhono zenkonzo ezibanzi ziquka inkxaso yobugcisa, ulwazi lwemarike, kunye noncedo lokuthotyelwa. Abavelisi abakumgangatho ophezulu abanikezeli kuphela ukwenziwa kwemveliso kodwa bakwabonelela ngeenkonzo zenkxaso epheleleyo, bexhobisa iibrendi ukuba ziphumelele kwiimarike ezahlukeneyo.

Iingcebiso ezicwangcisiweyo zeempawu ziquka ezi ngongoma zi-3 zilandelayo:

1.  Intsebenziswano eNzulu ngaphezu kokuThengwa okuLula: Ukuseka intsebenziswano yobuchule kunye nabavelisi ukuze baphuhlise ngokudibeneyo iimveliso, babelane ngemibono yemarike, kwaye baphendule kutshintsho lwemarike kunye.

2. Ibhalansi iSikali seHlabathi kunye noBuchule beNdawo: Yandisa uthungelwano lwezixhobo zabakhiqizi behlabathi ngelixa ugcina ukusabela okuguquguqukayo kwiimarike zasekhaya. Oku kubalulekile ukuhlangabezana neemfuno ezithile zengingqi.

3.  Tyala imali kwi-Innovation kunye noMahluko: Kwiimalike ezikhuphisanayo ezikhulayo, ulwahlulo lokwenyani luvela kuhlaziyo oluqhubekayo. Amashishini kufuneka asebenzisane nabavelisi abanesakhono esomeleleyo se-R&D ukuze baqhube ngokudibeneyo ukuveliswa kwemveliso.

Siyakumema ukuba uphonononge icandelo lethu lezifundo kwiwebhusayithi ukuze ufunde indlela esizinceda ngayo iibrendi zehlabathi zifikelele ekukhuleni ngokusebenzisa idiapers ezileyibhile zabucala kunye neenkonzo zediapers ezilungiselelweyo.

Ekubeni umzi-mveliso wethu wasekwa ngo-2006, siye saqokelela iminyaka eyi-19 yamava kwimveliso ye-diaper. Sinesiseko esiluqilima kwi-R&D, ukukhetha imveliso, ukuthengisa, kunye nokusebenza. Siyakwamkela ukuba undwendwele umzi-mveliso wethu.

Qhagamshelana nathi ukufumanisa indlela esinokuyiguqula ngayo ingcamango ye-diaper brand yakho ibe yimveliso ekhuphisanayo nemarike.