Kutengeswa kweAmazon muna 2025 Black Friday neCyber Monday kuchatora mazuva gumi nemaviri, uye vatengesi veGreen Label vachawana mamwe madividendi.
Muna 2025, chiitiko chakakosha chegore chekutengeserana kwepamhepo kunopfuura nepakati chichava zvakare kutengeswa kweAmazon kweBlack Friday neCyber Monday (BFM). Amazon yakati kutengeswa kwegore rino kuchagara kwemazuva gumi nemaviri, kubva muna Mbudzi 20 kusvika Zvita 1. Uku kutsva kwakangwara kuri kuitwa nepuratifomu yekusimudzira kutengesa nekuvandudza mwero wekuchinjana.
Amazon yakajekesawo kuti vatengesi veGreen Label vakaita zvakanaka panguva yekukwidziridzwa kwematsutso vaizowana vanhu vakawanda vanosvika pakutengesa zvinhu zvavo uye mitengo yekutengeserana iri nani panguva yeBFM. Izvi zvakaratidza kuti puratifomu iyi yaida kukurumidzisa shanduko yebhizinesi rekutengeserana repasi rose, izvo zvakavhura mukana mutsva wekukura kwevatengesi vanotengesa mhiri kwemiganhu.
Black Friday neCyber Monday ndiwo mazuva maviri makuru egore ekutengeserana kwepamhepo.
Black Friday neCyber Monday ndiwo mazororo akakosha ekutenga muUS neEurope; saka, zviri pachena kuti vanowana mari yakawanda sei. eMarketer inoti kutengeswa kweUS online paBlack Friday neCyber Monday muna 2024 kwaizodarika mabhiriyoni makumi matatu nemapfumbamwe emadhora, kuwedzera kwe8.3% kubva mugore rapfuura. Amazon icharamba iine chikamu chinodarika 40% chemusika.
Amazon yagara kwenguva refu gore rino, kubva pakutengesa kwemazuva matatu kusvika mashanu egore rapfuura kusvika pamazuva gumi nemaviri akazara. Zvinangwa zviri pachena:
- Kupa vatengi nguva yakawanda yekutenga uye kuita kuti "kutenga zvinhu nekukurumidza" kusave dambudziko guru rezvekufambisa zvinhu uye warehousing;
- Kupa vatengesi mukana wakakura wekushambadzira, izvo zvinobatsira mabhizinesi madiki nepakati kuti arambe achishanda;
- Kukwikwidzana kuri nani nezvitoro zvinotengesa zvinhu zvakawanda, izvo zvinotungamira ku "kuratidzwa nguva dzose—kuodha zvinhu zvakawanda—kutenga zvinhu kakawanda".
Izvi zvinoreva kuti Black Friday haisisiri "chibvumirano chenguva imwe chete." Asi, ibasa rinogara kwenguva inopfuura mavhiki maviri. Kune vatengesi, kuwedzera mabhizinesi avo, kuisa mari padivi yekushambadzira, uye kuuya nehurongwa hwekutumira zvinhu nemidziyo yezvinhu zvichave matambudziko matsva.
2. Chitupa Chekuchengetedza Ruzivo Rwezvekurima (Amazon Green Label): Kiyi Itsva Yekutenderera Kwevanhu
Chiitiko chekutengesa chemwaka wemwaka wekupera kwegore rino chakabudirira zvikuru kune vatengesi neAmazon Green Label (Sustainability Certification):
- Kutengesa kwakakwira ne43% kusvika 76% pagore, pasina mari yekuwedzera yekushambadzira;
- Mitengo yekushambadza yakaderera ne40%, nepo mashandiro eACOS akavandudzika zvakanyanya;
- Avhareji yehuwandu hwezvinhu zvakatengeswa yakakwira ne13.3%, ukuwo kutengeswa kwakakwira ne12.5%.
- Mitengo yakakwira ne10% kusvika 20%, uye huwandu hwevanhu vanotenga chinhu chimwe chete zvakare hwaive hwakakwira ne25% kupfuura hwezvigadzirwa zvemazuva ese.
Zviri nyore kuona mabhenefiti eGreen Label:
- Nzvimbo makumi maviri nembiri dzemigwagwa dzakatsaurirwa: Zvigadzirwa zveGreen Label zvinoonekwa zvakanyanya sezvo zvichiratidzwa pamapeji akakosha, kusanganisira mazano ekutsvaga, peji rekutanga, uye mapeji ekushambadzira.
- Zvakanakira kuziva vatengi: Kushandiswa kwezvinwiwa zvisina njodzi kuchiri kuva tsika yakakurumbira muEurope nemuUnited States, uye mavara egirini anokanganisa zvakananga mwero wekushandurwa kwezvinwiwa.
- Rutsigiro rwakawanda rwepuratifomu: Vatengesi veGreen Label vachawana mukana wekuwedzera 30% paBlack Friday neCyber Monday. Izvi zvinotarisirwa kuti zviite kuti mitengo yevatengi vatengeswe ne18% uye CPC iderere ne15%.
Nemamwe mashoko, green certification haisisiri "brand image label" chete. Inogona kukubatsira kuti uwane vanhu vakawanda vanouya kuzotenga zvinhu zvako uye uwane mari yakawanda.
3. Sei Amazon ichikoshesa zvikuru chitupa chegreen?
Zvinoenderana nezvinodiwa nevanhu pasi rose
Vanhu vari muEurope neUnited States vanoziva zvakanyanya nezvenharaunda pavanotenga. Ongororo yeNielsen inoratidza kuti 66% yevatengi vanoda kubhadhara mari yakawanda kune zvigadzirwa zvakanaka kune nharaunda. Zvizvarwa zvevechidiki, zvakaita seGeneration Z neMillennials, zvinowanzo gamuchira izvi.
Kutevera mafambiro emitemo
Chibvumirano cheGreen Deal cheEU pamwe nemitemo yezvakatipoteredza yeCalifornia inoti mapuratifomu ekutengeserana e-e-commerce anofanira kutora mutoro wakawanda wekusimudzira budiriro inoenderera mberi. Amazon inogona kuzadzisa zvinodiwa nemutemo uye kuwana mukana wekukwikwidza nekushambadzira zvitupa zvegreen.
Kuchinja puratifomu pachayo nenzira ine hungwaru
Amazon yagara ichitaura pachena kwemakore akawanda kuti inoda kuti zvinhu zvisashandise carbon neutral panosvika gore ra2040, uye imwe yenzira dzainoronga kusvika ikoko ndeyekutengeserana kwepamhepo. Puratifomu iyi ichabatsira vatengesi kukurumidzisa shanduko yavo yezvakatipoteredza nekutungamira traffic nezviwanikwa.
Naizvozvo, vatengesi vanove vekutanga kuwana green certification havangozongowana nekukurumidza kutsigirwa kwetraffic asi zvakare vanogona kumisa mukana wekukwikwidza kwenguva refu mumakore matatu-5 anotevera.
4. Vatengesi vanogona sei kubata nemakwikwi eBlack Friday?
Vatengesi vanofanira kugadzirisa nzira dzavo dzekushanda zvizere ikozvino sezvo vava nenguva yekushambadzira kwemazuva gumi nemaviri.
1. Chinja nzira yako yekushambadzira kubva pa "burst" kuenda pa "rhythmic".
Chirongwa cheBlack Friday chinowanzo shandiswa chinoda kuti pave nekushambadzira kwakawanda mumazuva maviri ekutanga, asi gore rino chirongwa "chakatorwa matanho" chinofanira kushandiswa: kuyedza nekukurumidza, kuwedzera vhoriyamu pakati pevhiki, uye kuwedzera zvimwe zvidzikiso.
Unogona kupatsanura bhajeti rako kuita 30%, 50%, uye 20% kuti zvinhu zvirambe zvichifamba zvakanaka. Tarisa pakuita kuti vanhu vatenge zvigadzirwa zvine label yakasarudzika nekushandisa traffic chaiyo kuwebhusaiti yako kuti zviziviso zvako zvishande zviri nani.
2. Hurongwa hweZvigadzirwa neZvinhu Zviri Mudura: Ita Kuti Chitupa Chekuchengetedza Ruvara Chive Chinhu Chinonyanya Kukosha
Kana uchitotengesa zvigadzirwa zvine chitupa chegreen-certification, iva nechokwadi chekuti wazvichengeta muchitoro chako uye ratidza zvinhu zvadzo zvisingakuvadzi nharaunda.
Vatengesi vasina label yegirini vanofanirwa kunyorera chitupa chakakodzera nekukurumidza sezvinobvira kuti vatange zvakanaka mumakwikwi mukati memwedzi yakati wandei inotevera kusvika kumakore.
Kana zvasvika pakuchengetedza zvinhu, zvakanaka kupedzisa kuchengeta zvinhu mwedzi miviri kusvika mitatu nguva isati yasvika kuti zvinhu zvisapere nekuda kwekufamba kwevanhu vakawanda panguva yeKisimusi.
3. Maitiro eKutengesa Mitengo neKushambadzira: Tarisa paPremiums uye Vatengi Vanodzokorora
Ruzivo rwunoratidza kuti zvigadzirwa zvegreen-label zvinogona kudhura ne10% kusvika 20% zvakanyanya. Saka, vatengesi havafanirwe kurwira mitengo zvisina musoro; pachinzvimbo, vanofanira kuvandudza kugona kwavo kubhadharisa mari yakawanda nekushandisa kushambadzira kunorondedzera uye kukosha.
Uyewo, panguva yeBlack Friday, tarisa pakutengesa zvinhu zvakasiyana-siyana uye kuunganidza zvinhu kuti vanhu vatengezve kwauri.
4. Kuvaka brand uye kuita kuti vatengi vataure nayo
Zvidzikiso zvikuru mukana wekusimudzira zita rako pamwe nekuvandudza kutengesa.
Munguva yekutengesa kukuru, vatengesi vanofanira kushandisa mukana wekuwedzera traffic kuti vawane wongororo dzakawanda uye mhinduro kubva kuvashandisi. Izvi zvichavabatsira kugadzirira mhando itsva dzezvigadzirwa zvavo muchikamu chekutanga nechechipiri.
Shandisa social media kusimudzira mazano ekuchengetedza nharaunda uye kuita kuti kambani yako ionekwe zvakasiyana panguva imwe chete.
V. Mikana Nematambudziko
Vatengesi vepamuganhu vaizosangana nenguva yakaoma panguva yekutengeswa kweAmazon kweBlack Friday neCyber Monday muna 2025. Kukwikwidzana kwegore rino hakusi kungori "hondo yemitengo" kana "hondo yekushambadzira" sezvakaitika mumakore apfuura. Ihondo yakazara yetraffic uye hurongwa hwekukura kwenguva refu.
Mikana iri mu:
- Nguva refu yekushambadzira inopa vatengesi sarudzo dzakawanda;
- Kuwana chitupa chegreen kunounzira vatengi vakawanda nemari;
- Vanhu vakawanda vari kufunga nezvenharaunda, izvo zviri kuita kuti kudiwa kwezvinhu kugadzikane.
Matambudziko ndeaya:
- Kune makwikwi akawanda pakati pevatengesi, uye vatengesi vasina zvitupa zvekuchengetedza zvakatipoteredza vanogona kusanyanya kuratidzwa.
- Nguva refu dzekusimudzira dzinoda mari yakawanda, zvinhu zviri mudura, uye manejimendi yezvekutengeswa kwezvinhu;
- Unofanira kugadzirisa nzira dzako dzekushambadzira, kana kuti dzinogona kupera nekukurumidza.
VI. Mhedziso
Black Friday neCyber Monday zvese zviitiko zvegore negore zvinopemberera e-commerce inodarika miganhu uye kuyedza zvirongwa zvevatengesi uye kuitiswa kwavo.
Chitupa cheGreen chave chinhu chakakosha mumakwikwi emangwana nekuda kwekutungamira kwepuratifomu uye mafambiro emusika.
Kushambadzira kweBlack Friday gore rino kuchave kuri nani kune vatengesi vekuChina vanoyambuka miganhu vanogona kutungamira mukutsinhana kwezviwanikwa.
Black Friday muna 2025 ichave inopfuura kungomhanya kwevatengi chete; ichavewo bvunzo yemaitiro ebhizinesi anotsigira nharaunda uye anogara kwenguva refu.
