Ukwanda kwe-Amazon ezitolo ezinkulu kanye nesu layo le-omnichannel ekuthengiseni, https://www.actualidadecommerce.com/estados-unidos-amazon/,www.actualidadecommerce.com,iqiniso,341,5,
Amazon Ikhule kancane kancane yaba yizimakethe ezintsha nezigaba, futhi enye yezinyathelo zayo okukhulunywa ngazo kakhulu kube ukungena kwayo umkhakha wezitolo ezinkulu kanye nasekuthengisweni okungokoqobo. Lezi zindaba zibuse izingxoxo eziningi ohlelweni lokuthengisa ngoba ziqinisekisa isifiso inkampani ebilokhu isisho kusukela ekuqaleni kwayo kwezentengiselwano ze-e.
"Bengilokhu ngilapha kusukela ngaphambilini, kusukela ngo-1990, uma ngiqinisile, nini I-Amazon yayiyizincwadi njeBengiphethe iyunithi yezentengiselwano nge-inthanethi. Ngaphikisana nomunye wabahlaziyi abagxile ku-Amazon, owayekholelwa ukuthi inkampani ngeke iphume emakethe yezincwadi. Ngaphikisana ngokuthi imodeli abayisebenzisayo ingakhula futhi izokhula iye kwezinye izindawo, kodwa nami bengingacabangi kangako.
Kusuka lapho, I-Amazon ayingenanga ezindaweni eziningi zokuthengisa kuphelakodwa futhi emakethe yezesekeli, ukudla, imikhiqizo yasekhaya, imfashini, kanye nezinto zikagesi ezisetshenziswa ngabathengi. Ngesikhathi esifanayo, isizibonakalise njenge inkampani yezobuchwepheshe ngenxa yezinsizakalo zika Ama-Web Web Services (AWS)Konke lokhu kusekelwe kumodeli lapho inkampani ithatha khona izinyathelo eziqhubekayo ebhizinisini lokuthutha amaphasela, incintisana ngqo nabadlali abakhulu. izinkampani zokuthutha ezifana ne-UPS ne-FedExKukhona ngisho nokuqagela mayelana nokungena ngenkani emikhakheni efana izimoto noma a uchungechunge lwehhotelaFuthi abanye basikisela ukuthi eminyakeni embalwa nje bangase badlule izinkampani zokulethwa kwamaphasela zendabuko. Umbuzo awusekho ukuthi i-Amazon izongena yini emkhakheni othile, kodwa izoyishintsha kanjani nokuthi izodlala yiphi indima “e-Amazon United States” okungenzeka ibe khona.
Imodeli ephindaphindayo ye-Amazon, okwenza kube ihlukile uma iqhathaniswa nabanye abasabalalisiIgxile ekuxhumaniseni abathengi bayo nemikhiqizo yayo ngokusebenzisa ukungqubuzana okuncaneukufeza imiphumela emangalisayo ngezinga elikhulu. Ukuncintisana ngokuhamba kwesikhathi nale nhlanganisela kuyinkimbinkimbi kakhulu ngoba akugcini nje ngokuguqulela emananini ancintisana kakhulu, kodwa futhi isipiliyoni sokuthenga okunzima ukusinqoba mayelana nokulula. Okunye ukuthenga kungafika ngosuku olufanayo, futhi kwezinye izindawo, umthengi angakwazi linganisa isikhathi sokulethwa ngokunembile futhi wazi ngisho nesikhathi esilinganiselwe.
Ukwanda kwe-Amazon ezitolo ezinkulu kanye nokudlulela kufomethi yebhokisi elikhulu
Inkampani inikeze a isinyathelo esisha esu layo lokukhulisa ngaphakathi kokusatshalaliswa kokudla ngamaphrojekthi e-hypermarket amele inguquko enkulu ubukhona bomzimbaLezi zakhiwo zebhokisi elikhulu zibonakala nge ubukhulu obukhulu futhi a imikhiqizo ehlukahlukene kakhulu okuhlanganisa konke kusukela ekudleni kuya ezimpahleni ezivamile, izimpahla zasekhaya, imfashini eyisisekelo kanye nezinto zikagesi.
Lolu hlobo lwesitolo lusebenza njenge indawo enkulu ye-omnichannelIhlanganisa ukuthengisa kwendabuko okwenziwe ngezitini nodaka namakhono edijithali athuthukile, izindawo zokudla ezilungisiwe, kanye nezindawo ezinikezelwe... ukuqoqwa kwama-oda aku-inthanethiNgale ndlela, ayisebenzi nje kuphela njengendawo yokuthengisa evamile, kodwa futhi ukwesekwa kokusebenza kweziteshi zedijithali yenkampani, iqinisa inethiwekhi yayo yemayela lokugcina.
Nakuba la ma-hypermarket afaka ingxenye yezokuthutha, umsebenzi wawo oyinhloko ukusekela isikhungo ngokwaso futhi unikeze ulwazi oluphelele lokuthenga, kunokuba usebenze njengezikhungo ezinkulu zokusabalalisa zesifunda. Leli su liyingxenye yenqubo ukuchaza kabusha ubukhona obungokoqobo be-Amazon ngemva kweminyaka eminingi yokuhlolwa ngamafomethi afana ne-Amazon Go noma i-Amazon 4-Star, aqanjwe njengamalabhorethri okuhlola okuhlangenwe nakho okusha kokuthenga.
Kanye nalezi zinyathelo, i-Amazon igcina ukuba khona okukhulu ku- umkhakha wokudla okungokoqobo ngenethiwekhi yayo yezitolo ezinkulu ze-Amazon Fresh, futhi ngaphezu kwakho konke, ngenxa yokuthengwa kwe I-Whole Foods Marketokube yisisekelo esibalulekile sokufinyelela iphrofayili yamakhasimende eyazisayo ukudla okusha, okwemvelo kanye nokwemvelo.
I-Omnichannel uma iqhathaniswa ne-multichannel: ushintsho lwangempela lwesu
Nakuba kokubili izitolo ze-omnichannel kanye ne-multichannel zisebenzisa izindawo eziningi zokuthinta, ishaneli yonke dala okuhlangenwe nakho kuhlanganiswe ngokugcwelelapho zonke iziteshi zabelana ngolwazi futhi zisebenza ngendlela ehlelekile, kanti kumodeli yeziteshi eziningi iziteshi zisebenza ngendlela ebanzi ozimele kanye nezinhlelo ezihlukanisiwe.
Ngendlela esebenza kahle ye-omnichannel, ikhasimende lingathola umkhiqizo nge- Isikhangiso se-TV ngokusakaza bukhoma, phenya ngakho ku- idivayisi yeselula bese uqedela ukuthenga esitolo sangempela. Ukuxhumana ngakunye kwakha phezu kokwangaphambilini, ngenxa ye- umbono ohlangene wekhasimende Lokhu kakade kuhilela ukusetshenziswa kwedatha okujulile. Nokho, endaweni yendabuko yeziteshi eziningi, isiteshi ngasinye siphathwa njenge-silo, ngaphandle kokwabelana ngomlando wonke wokuxhumana noma ukwenza umlayezo ube ngowakho.
Ukuzibophezela kwe-Amazon ku-omnichannel kubonakala ekhonweni layo lokwenza Hlanganisa isitolo sangempela, i-e-commerce, izinhlelo zokusebenza zeselula, kanye ne-logistics kuhlelo olulodwa lwe-ecosystem: umsebenzisi angabona ukutholakala komkhiqizo ngesikhathi sangempela, akhethe phakathi kokulethwa ekhaya noma ukuthathwa esitolo, athole izaziso mayelana ne-oda lakhe futhi asebenzise izinsizakalo ezifana nalezi Ama-Amazon Prime ukunciphisa izikhathi zokuthumela kanye nezindleko.
Leli qhinga lihambisana nomkhuba ojwayelekile kulo mkhakha: abasabalalisi bayabheja khula ezweni ledijithali, ukuluka imifelandawonye yezobuchwepheshe kanye nokuthuthukisa amamodeli obudlelwano namakhasimende ahlanganisa ukulula, intengo, kanye nokuba seduze. Ngakho-ke i-Omnichannel isibe impendulo eqondile enseleleni ebangelwe yi-Amazon.
Imininingwane isekela le ndlela: kukhonjisiwe ukuthi amasu omnichannel Zingadala ukwanda okukhulu kakhulu kokuvakasha ezitolo kanye namanani oku-oda lapho iziteshi eziningana zihlanganiswa ngendlela ehlelekile, okuye kwashukumisela imikhiqizo nabathengisi emhlabeni wonke ukuthi baklame kabusha ukuba khona kwabo ezimakethe nasemapulatifomu afana ne-Amazon kanye nabanye abahlinzeki abakhulu.
Amandla nobuthakathaka be-Amazon ekusatshalalisweni kokudla
Amandla e-Amazon njengomncintisani wezitolo asekelwe ezintweni eziningana izinzuzo zesakhiwo. Okokuqala, yakho usayizi kanye namandla ezezimali Lokhu kuyivumela ukuthi ilandelele ukuthengwa kwamasu, itshale imali kwezobuchwepheshe, futhi ihlole amafomethi amasha ngaphandle kwemikhawulo evamile yabanye abasabalalisi. Ngaphezu kwalokho, isakhiwo sezindleko zezindlu nezisebenzi elula kuneyezitolo ezinkulu zendabuko, ezisekelwa yi- inethiwekhi yezokuthutha eyenziwe ngcono kakhulu kanye nezingxoxo eziqinile nabaphakeli.
Umphumela uba “isiphepho esiphelele”: ikhathalogi ebanzi kakhuluIzindleko ezilawulwayo, amanani ancintisanayo, isitolo esihlala sivuliwe kanye ukudiliva okusheshayoKonke lokhu kupheleliswa ukusetshenziswa kakhulu kwe- idatha enkulu ukuqonda ukuziphatha kwamakhasimende nokubikezela isidingo, kokubili ezimpahleni zabathengi kanye nasezigabeni ezinde.
Kodwa-ke, i-Amazon nayo iyakwethula ubuthakathaka ekudleniUkuthengwa kwezitolo ezinkulu ezibonakalayo, ngezinga elithile, kwakuwukuvuma ukuthi Izitolo ezibonakalayo ziyadingeka ngezigaba ezithile njengokudla noma imfashini, lapho ikhasimende lifuna khona bheka, thinta futhi uzame Ngaphezu kwalokho, ukuthengisa imikhiqizo emisha kuhilela izinselele ezengeziwe ku- Ukuthenga kubahlinzeki, ukuphathwa komkhiqizo kanye nokuphathwa kwemfucuza.
Kulesi simo, abasabalalisi abaningi bendabuko basebenzisa amandla afana nalawa brand siqu futhi i ukusondelana kumthengi. Imikhiqizo yamalebula azimele isibe ithuluzi eliyisisekelo lokunikeza intengo ekhangayokuyilapho izitolo ezinkulu zendawo ziqinisa ukuthenga okulula futhi zakha izibopho zokuthembana nekhasimende.
I-Amazon, iyazi ngalezi zinselele, isebenze ezivumelwaneni nezinkampani zasendaweni, izimakethe ezithengisa ngobuningi kanye nabalingani bamasu ukuze ithole ulwazi ngokudla, thuthukisa brand siqu futhi sisebenzise izixazululo ezithuthuke kakhulu njengezikhiye zokuqoqa noma izinsizakalo zokulethwa kwempahla ezifika ekugcineni.
Imodeli yebhizinisi, amathuba abathengisi, kanye nendima ye-AWS
El Imodeli yebhizinisi le-Amazon Isekelwe ku-inthanethi kanye nokuhweba nge-inthanethi, igxile ngokuphelele kumakhasimende futhi isekelwa yi- uhlelo lwakho lokuhambisa izintoNoma yimuphi umuntu noma inkampani, kungakhathaliseki ukuthi incane noma inkulu kangakanani, ingathengisa imikhiqizo yayo nge- ipulatifomu elungiselelwe kahle futhi elula ukuyisebenzisaukuphatha i-akhawunti, uhlobo kanye nekhathalogi kusuka endaweni eyodwa.
Ukuthuthuka kwenkampani kususelwa ku- Imodeli yezomnotho ye-Long Tail: ibe eyodwa isiphakamiso esingapheli ukufeza isidingo esihlukene kakhulu, okunikeza umthengi ngamunye umkhiqizo awufunayo, noma ngabe ungowakuphi. Kusukela lapho, imakethe iye yanda yaba isu le-omnichannel okuhlanganisa ukuvulwa kwezindawo ezinkulu ezibonakalayo, okuhlanganisa nokuthengwa kwe Whole Foodsngenhloso yokufinyelela amakhasimende angathandi ukuthenga ku-inthanethi nokuqinisa ukwethembeka kulabo asebevele benjalo.
Ngesikhathi esifanayo, i-Amazon yenza kutholakale ezinkampanini nasezinhlanganweni Ama-Web Web Servicesnezixazululo ezivela ukusingathwa kwewebhu kwamafu okuvumela ukuthunyelwa kwamawebhusayithi nezinhlelo zokusebenza ngentengo ephansi. Lo mshini wezobuchwepheshe usekela kokubili ipulatifomu yawo ye-e-commerce kanye neyezinkulungwane zabantu besithathu, futhi uhlangana nezinye izinsizakalo ezifana I-Amazon Prime Video y Ama-Amazon Umculo, okwandisa uhlelo lwe-ecosystem futhi kuqinise ubudlelwano namakhasimende.
Ngokuba abathengisiUkukhula kwemakethe kumelela ithuba elihle kakhulu yandisa futhi wenze ibhizinisi lakho libe ngelamazwe ngamazweukuze kubonakale futhi kufinyelelwe ezigabeni ezintsha zabathengi. Ama-SME anquma ukungena kwezentengiselwano ze-inthanethi angakhetha ukuthuthukisa Isitolo sakho esiku-inthanethi noma ukusebenzisa ingqalasizinda ye-Amazon, ngokukhetha ngokucophelela ukuthi yini ezothengiswa (isibonelo, imikhiqizo evela ku- i-niche yomsila omude) ukunciphisa ukuncintisana okuqondile ezigabeni ezigcwele.
Leli thuba liza izinselele ezinkuluUkuncintisana okukhulu, ukucindezela okuphansi kwamanani, kanye nesidingo sokuzivumelanisa nezimo ngokushesha maqondana ne-logistics, isevisi yamakhasimende, kanye nokukhangisa. Kodwa-ke, kungenzeka ukufinyelela izigidi zabathengi, besebenzisa ukuphathwa kwe-amazonukuze uzuze kukho ithrafikhi enkulu Ukusebenzisa amafomethi okukhangisa ngaphakathi nangaphandle kwepulatifomu kwenza imakethe ibe isiteshi esingenakugwenywa emasu amaningi e-omnichannel.
Lonke lolu hambo lubonisa ukuthi i-Amazon ayishintshanga nje kuphela indlela esithenga ngayo, kodwa futhi nemithetho yomdlalo ku- Ukusatshalaliswa kokudla kanye nokuthengiswa kwe-omnichannelukuphoqa bonke abadlali bemakethe ukuthi bacabange kabusha amamodeli abo uma befuna ukuhlala bebalulekile.