Eminyakeni yamuva nje, ne "konke kungaba blind box" craze, fashion amathoyizi kancane kancane eza emehlweni omphakathi. Amathoyizi emfashini, aziwa nangokuthi amathoyizi obuciko noma amathoyizi omklami, ahlanganisa umqondo wobuciko, ukwakheka, ukuthambekela, ukudweba, ukubaza nezinye izakhi, futhi ikakhulukazi abantu abadala. Idatha ibonisa ukuthi kunesikhala esikhulu sokuthuthukiswa kwemakethe yemidlalo. Usayizi wemakethe ukhuphukile usuka kuma-yuan ayizigidi eziyizinkulungwane eziyi-6.3 ngo-2015 wafinyelela kuma-yuan ayizigidi eziyizinkulungwane ezingama-22.9 ngo-2020, ne-CAGR yeminyaka emihlanu engama-29.45%. Ngokombiko we-Chinese Academy of Social Sciences Forst Sulivan ebheke phambili i-Industry Research Institute, imboni yokudlala yase-China isesikhathini sokukhula, njengoba i-Chinese tide play ithandwa kakhulu futhi ithandwa ngabathengi, imakethe yonke kulindeleke ukuthi idlule. 76 billion yuan ngo-2024, 2027 China tide play market scale izokwephula i-160 billion yuan.
Izinkampani eziningi zamathoyizi emfashini seziqalile ukungena ezimakethe zaphesheya kwezilwandle, futhi eminye imiklamo yaseShayina izuze umusa kubathengi baphesheya kwezilwandle, ikhombisa ubungqabavu obunamandla bokuqamba kanye nomthelela wamasiko. Amathoyizi emfashini awaseyona into yokuzilibazisa yabantu abambalwa, kodwa asekhuphukele ekusetshenzisweni ngokomoya nangokwesiko.
Asho ukuthini amathoyizi asemfashinini entsheni? Ungakha kanjani isithombe se-IP esinamanani aseShayina kanye nomthelela wamazwe ngamazwe?
Okungaxhunyiwe ku-inthanethi, izikhundla ezivelele zezitolo ezinkulu eziningi zihlala izitolo zemfashini nemishini yokuthengisa, futhi abantu bayakujabulela ukuchitha amashumi ama-yuan ukuze bathenge "i-Choxing encane". I-inthanethi, uhlobo lwamathoyizi emfashini yasekhaya i-POP Mart ludlule u-Lego no-Bandai unyaka wesibili olandelanayo ukuze ube umdayisi ohamba phambili esigabeni samathoyizi ngoSuku Lwabantu Abangashadile lwe-Tmall. Ngaphezu kwalokho, amanye amamyuziyamu azama ukwethula imikhiqizo yamasiko nokudala ngendlela yamabhokisi angaboni, izinkampani zokubhala zendabuko zihlola amanzi, futhi izinkampani eziningi ze-intanethi nazo zithululela kulo mkhakha...
Lesi wukuchitha imali kwabantu abasha, kodwa futhi kuwumzamo wokuletha ubuciko empilweni yansuku zonke Yabantu ngenani elithengekayo. Ngemuva kwebhokisi elingaboni, kuvela imakethe enkulu yokusetshenziswa kwamasiko, futhi abantu abaningi abakwazi ukuzibamba kodwa bayazibuza - liyini ithoyizi elithrendayo? Kungani idume kangaka? Ingabe ukushisa kuyaqhubeka?
1.Amathoyizi emfashini: Indlela entsha yebhizinisi ehlanganisa ubuciko nohwebo
Ayini amathoyizi asemfashinini? Ukuvumelana okukhona embonini ukuthi amathoyizi emfashini, achazwe kancane, adabuka e-Hong Kong nase-Japan ngasekupheleni kwekhulu lama-20 futhi adalwa abaklami abazimele namaciko, abuye aziwe njengamathoyizi obuciko noma amathoyizi omklami.
Imvamisa yakhelwe ngesitayela esincane somgwaqo, esivukelayo nesiphikisayo, futhi ikhiqizwa ngenani elilinganiselwe futhi ngamanani aphakeme kakhulu, ukusetshenziswa kwamathoyizi emfashini kuye kwakhawulelwa embuthanweni omncane.
Ekuqaleni kwekhulu lama-21, umqondo we-hip-play wahlanganiswa nemboni yendawo ye-animation nethelevishini eYurophu, eMelika nase-Japan, futhi kwavela izinhlobo nezithombe eziningi ezidumile emhlabeni wonke ze-hip-play, ezifana ne-KAWS, BE@RBRICK. njalo njalo.
Uma amathoyizi emfashini engena ezweni elikhulu laseShayina, aba amafomu ahlukahlukene, futhi ukuma kwawo kuyashintsha ukusuka kumathoyizi obuciko noma amathoyizi omklami ukuya emakethe enkulu -- ubuciko obuzungezile.
Ngaphezu kwebhokisi eliyimpumputhe elidume kakhulu, isandla, amathoyizi e-BJD (amathoyizi ahambayo ahlangene) nawo afakiwe esigabeni samathoyizi ajwayelekile, intengo isukela emashumini ama-yuan kuya emashumini ezinkulungwane zama-yuan.
Ziyanda izinkampani ezihlobene namathoyizi sezingene ochungechungeni lwezimboni, futhi uhlelo lwamathoyizi athandwayo selusungulwe kusukela ekuklanyweni, ukukhiqizwa nokudayiswa kuya ezimakethe ezithengisa izinto ezisetshenzisiwe kanye nemibukiso emikhulu engaxhunyiwe ku-inthanethi.
2.Kungani abantu abasha bethanda amathoyizi emfashini?
"Uma kukhona unodoli engifuna ukumthenga ngempela, kukhona okuthile ngawo okukhuluma nami, futhi lowo mzwelo kanye nomuzwa empeleni kuncike kakhulu." Omunye umdlali ongumakadebona uchaze ugqozi lwakhe. Ithoyizi lemfashini elingenayo indaba ewugqinsi njengesizinda, kodwa kulula ukukhiqiza ukuxhumana okungokomzwelo nabathengi, ubuntu balo buqedwa ngabathengi ukuze baveze eyabo imizwa.
3.Ukukhuthaza isiko lokuthambekela elinamandla ahlala njalo kusazoxazululwa
Njengamanje, amabhizinisi amaningi amathoyizi emfashini enze ulimi “lwebhokisi eliyimpumputhe” ngokwamukela ukupakishwa okuhlanganisiwe, usayizi, indlela yokuthengisa kanye nengxenye efihliwe. Kodwa leli fomu akulona elokuqala lohlobo lwayo embonini yamathoyizi emfashini, futhi liyimodeli nje yokuthengisa. Umnyombo womkhakha wezokudlala usewuhlobo lokuqukethwe, futhi imboni yemidlalo yaseShayina idinga ukuqhubeka nokuhlola amamodeli amaningi futhi ihlanganise izici eziningi zesiko lesiShayina nemifanekiso kunolimi nezinhlelo ezidalwe izinkampani ezifana ne-Lego ne-Disney.
Uma ikusasa lamathoyizi emfashini kuwukuthuthukela kwezobuciko, khona-ke ukushuba kobuciko bomklamo wokudlala imfashini kudingeka kwandiswe, ukuze kuhlakulelwe ngempela abaculi abakwazi ukuveza izwi le-Times. "Namuhla, izithombe eziningi esizibonayo cishe zingaseNtshonalanga. Esikhathini esizayo, ingabe sizobona imidlalo ethandwa kakhulu egqugquzelwa abalingiswa abafana nabakhandi benkemba baseShayina abahamba emhlabeni?" "Kuncike kakhulu esikweni lamaShayina lomklami."
Iwebhu:https://www.weijuntoy.com/
Engeza : No 13, FuMa One Road, Chigang Community, Humen Town, Dongguan City, Guangdong Province, China
Isikhathi sokuthumela: Nov-23-2022
