Kukhetha isibhakabhaka esihlukanisiweyo sesikhumba, kufuneka kubhekwe ngaphezu kokulinganisa izinhlobo zezinto zokusebenza nezinhlobo zemali. Indima yokuqala iyisibonelo sokuthi: Liyele kufika emazweni okusebenza?
U-Sagaci Research unikeza umthombo wokuphawula okungafani nalo u-Disaar.
Ngokusebenzisa idatha yokuskanwa kwamaphuzu kwe-SagaPoll Shopper Panel yakhe eyodwa ku-Afrika, u-Sagaci Research wahlukanisa izibhakabhaka zesikhumba nesikhumba sezinsuku zokusebenza ku- izwe ezi-46 zase-Afrika . Kule-rankings ya-2024, u-Disaar wabonwa ku- izwe ezi-32 , fakazela ukuthi uyisibhakabhaka esingu-Top 20 esihlukanisiweyo ngokuhambisana nokufika kwemali. U-Sagaci uqinisekisa ukuthi i-Guangzhou Livepro Beauty Cosmetic Co. yisilwane somphathi we-Disaar. [1]
Le-rankings ya-Sagaci iyakhokha isikhumba esinkulu nesikhumba sezinsuku zokusebenza futhi ibaseka ku- ukuphakanyiswa kwemali , akukho inzuzo yokuthenga noma isivinini sokuthengisa. Ngokwemethode kaSagaci, idatha ibhalelwe ngamaphrojekthi ephrojekthi ephakamile ngabantu basekhuphi kanye nabhalwe ngoMeyi 2024. [1]
Kubantwana bokuthengisa amaprodukthi okuhlela iskini abazobuyela kuDisaar kwanasekuqaleni, lokhu akukho ubuthelele ukuthi wonke umprodukti uzofuna ema-kuhle ema-kuhle yonke iint country. Kodwa kusiza kakhulu ngokuthi: Disaar ayiqala ngokunye ne-zero kumarket yaAfrika.
U-Sagaci Top 20 ranking uyafaka amabrandi emizini yaseNingizimu Afrika njenge-Nivea, Dove, Vaseline, Colgate, Garnier, CeraVe naseL'Oréal. U-Disaar uyabona ku- ama-32 kuma-46 iint country ezifundiswe ngokwesikhuphi saseShopper Panel.
Lokhu kusiza kakhulu abathengi bamaprodukthi okuhlela iskini ngoba ukuba umarket uyabona kuyisibonelo esinye sokugcina umbono wokungabi nesibindi xa kubhekwa indawo engeziyona. [1]
Kubonisa ukuthi amaprodukthi kaDisaar asefika kubantu baseAfrika kunezindawo ezahlukeneyo kungekho indawo eyayihlela ukufika kwanasekuqaleni kule ndawo.
Ngokujulile, idatha kaSagaci kufanele ikhangelwe kakhulu.
ukubhakha kwezizwe ezi-32 akubhali:
Oku kubhali ukuthi ibhrendi libhakhe isibhakabhaka esithile kusendaweni esibalulekileyo yalesi siyalo.
Oku kubalulekile ngoba, njengokwakusho u-Sagaci, ukubhakha kwezizwe eziningi e-Afrika akuyiyo into engeyona.
Into eyodwa eyenzekileyo kwezindlela zokuchaza u-Sagaci kukuthi i-Afrika ayikwazi ukubhakhiwa njengomakethe wokusebenza wobunye.
Lesi kontinenti lihlanganisa izwe ezinkulu ezi-54, izimali ezingaphezu kwe-40, izilimi ezingu-100, nokuthi izihlalo nezindlela zokusebenzisa izinto ziyahlinzekile .
Kulokho okubhekisele kubazalisi bezinye zokuhlanza, kukhona ukuthi isikhundla sokusebenza esithile kuzo kungabikho ngokuzenzakalela ekwesibini.
| Isiphumo sezwe | Kuyini okubhekisele kubazalisi |
|---|---|
| Izinkinga zokuhlanza ezingahlinzekile | Khetha izinkampani ngokulingana nesicelo sasekhaya |
| Izinhloso zezindima ezahlukeneyo | Yenza izinkampani ziyahlakazele izimali zokuthengiswa zezindawo zokuthengisa |
| Izindlela zokuthengisa ezingahlinzekile | Yenza isikhundla sokusebenza ngokulingana nabazalisi abanayo |
| Abasemthwini abaningi | Buka izinkinga ezingaphakathi kwezindawo zokuthengiswa zezinsukwane |
| Izindlela zokuthenga ezihlukahlukene | Zama izi-SKU eziphakanyisiwe ngokuzimisela kabefore ukuphakanya |
Lokho ke ubuninzi bakaDisaar emaqhingini amashumi abalohlwa ayisikhombisa ubukhulu bekuphatha kwemithombo yezindawo zokuthengiswa , kodwa akuyi ngenxa yokusebenzisa isilinganiso sesilinganiso seskincare esifana ngaso ku-Afrika.
Kusenqumeni entsha, umbuzo omuhle wengqondo akuyi:
Izinkampani ze-Disaar zithengisa ziphi ezizinkampani ku-Afrika?
Kuyinto:
Izinkampani ze-Disaar zeskincare ziyiphi ezizifana nemithombo yami?
Sagaci sibonisa futhi indima yokuhambisana.
Ukusebenzisa i-Nivea njengombuzo, lokhu kufunda kubonisa ukuthi ukufihla kwezindawo zokuthenga kunezindawo zokuthenga zezintandabuzo. Le bhalende isebenza ngezindawo zokuthenga zezintandabuzo, amaphulamasi nezinye izindawo. Sagaci ibonisa izindawo zokuthenga zezintandabuzo njengendlela esemthakathini yokuhambisana yezinto zokusebenza kwezinsizwa e-Afrika.
Le ndlela ifanayo iyasebenza uma kusukwela izinkothama zokusebenza kwe-Disaar.
Izikhaya ezinye zingadinga izinto ezinye zokuthenga.
| Indlela yokuthengisa | Indlela Yokubhala Izinkothama Zokusebenza Kwe-Disaar |
|---|---|
| Abasendleleni / Izindawo Zokuthenga Zezintandabuzo | Ukusebenza kwesikhathi sobusuku kwezinyawo nezinye izinyawo |
| Izinkothama Zokusebenza Kwezinsizwa | Amaseramu, amakhremu nezinkothama ezifundisa iziqephu |
| Amasipermakheti / Izindawo Zokuthenga Zokuphatha | Ukusebenza kwesikhathi sobusuku kwezinsizwa nokubhala izinkothama zokuphatha |
| Amaphulamasi | Ukusebenza kwe-skincare nge-“product positioning” esibonakalayo |
Disaar ishaya ukuthiwa kuzo izinhlanganiselo eziningi zezinkambo zokusebenza kwe-face, kwe-body, nokulinda kwe-sun. I-catalog yayo iyasungula izifomethi zezinkambo zokusebenza njenge- izicwasho zokucleanisa amafaca, izi-serum, izi-cream, izi-lotion, izi-mask, izi-soap, izi-body lotion, nezinkambo zokulinda kwe-sun , ngeziqukithelo ezingaphakathi kwezinkambo zokusebenza njenge-Vitamin C, Hyaluronic Acid, Niacinamide, Collagen, Retinol, nokwe-Kojic Acid.
Kubadistributors, ubukhono bekho kalesi siphakamiso akuyiyo ukuthi kufanele bawusole izi-SKU eziningi kuqala.
Kusinika izinketho eziningi ukwakha isiphakamiso sekuskin kusuka kwenhlawumbi yezisalelo zabo zokuthengiselwa.
Umthengisi wokuthengiselwa ngokujwayelekile ungathatha i-facial na i-body care yokudala. Umthengisi we-skincare ungathola inkambo eyinkulu ema-serum, ema-cream, nokweziqukithelo zokusebenza kwe-ingredients. Esinye isifunda singaba sekhona ukuthi kunezidingo ezingaphezulu kwezinkambo zokuvula, ukuvula okushesha, noma zokulinda kwe-sun.
Isiphakamiso esincane singathathiwa kuqala futhi singahlelwe ngokuphakamisa ngokwesivikela sokuthengiselwa.
Ukuchaza kuka-Sagaci kufaka phakathi kwezinkinga eziningi zokubhekana ngezinhlangano zase-Afrika.
Inkampani yasemagumbini yasemzantsi yasemhlabeni, i-Sivop, i-Nouvelle Parfumerie Gandour, i-Dream Cosmetics ne-GDK, ziyabonakala kule ngqalabho. Ezinye zazihlukile kusuka emkhakheni wabo wokwenzela, kusukela kwezifundo zezindawo zomkhakhe wabo nezindlela zokuhambisa kwezindawo zasezizweni.
Lokhu yisidingo esibalulekile kumarkhi yezinkampani zokusebenza kwezindawo zasezizweni zokusebenza kwezinkampani zokusebenza kwezindawo zasezizweni.
Ukubekwa kwezindawo zasezizweni kuphela akukho okunakekile.
Kusukela kwezinhlangano zokuhambisa ukuzilungiselela i-Disaar, amabizo amathathu ayisilinganiso esifanele:
Lokhu kungakhombisa futhi ukuthi isihloko esikhulu kungafanele ukubangela ukuthi isihloko esikhulu sokuqala.
Isilimi esithile singasemthwakweni eminingi kwe-Vitamin C yezinkambo zokuhlinza. Esinye singadinga izinkambo zokuhlinza ezincane, izinkambo zokuhlinza kwesibhakabhaka noma izinkambo zokuhlinza kwezinsizwa. I-Disaar inakho izinketho ezahlukeneyo, kodwa ukukhetha kufanele kubhekiswe kuqinisekiso lwesilimi esihlukene kunezinombolo zezinkambo ezenzekayo.
Izifundo zika-Sagaci ziyabuyisiza lokhu: izibhrendi ezenza isivikeli kuzo zonke iintshabalalo zase-Afrika kungenzeka kuzobuya kuzo zonke izilimi zezindawo nezinhlangano zezilimi ezenzekayo.
Ukulinganisa kuka-Sagaci kusiza ekuboniseni kuphi izibhrendi zibe. Kodwa, ukuba uyisivikeli sezinkambo zokuhlinza, ukubelela kwezilimi akuyi phakathi yezinqumo.
Ngaphambi kokuthi iprodukthi ibegcina ukuthengiswa, ukuthengiswa kabusha kubaluleke kangaka.
Isivikeli ngokuvamile asifuna ukuthi abasendisi bavumelane uma abasendisi bangakwazi ukuthuthukisa:
Isistimu yesithimela se-Disaar isifunda kakhulu ukulawula ubukhachifo bezingqalothi zokwenza, ukulawula indlela yokwenza, ukuzivocavoca izinto ezikwenziwe kwayo nokubona ukuthi yini eyakwenziwa. Umlinganiso wendawo yokwenza uyabonisa ukuthi kukhona amadilini okwenza nekupaka ngokwezomthwana.
Lezi zisistimu zinobungakanani kakhulu ngomgomo wokusebenza wokuphela: umthwana ofuna ukubuyisela izinkampani zokusebenza emva kokuthi aqale ukuthengisa.
Akukho umlando wokuthenga izinto ngokuphelele uma akukho ukubuyisela okuphela.
Umlinganiso wa-Sagaci ubonisa abathengi abatsha be-Disaar amasignali amabili athembekile ngokufanayo.
Okokuqala, i-Disaar sele ibonakala kakhulu emaqhingweni e- 32 kwe-46 izwe zase-Afrika ezifundwa. [1]
Kwesibili, lezi zizwe kufanele zihlanganiswe njengomkhakha omnye. Izinqumbu zokusebenzisa, izindlela zokuthengisa, izinkambo nezizwe zokubhekana kungahlinzeka.
Umthengisi omtsha ngoko kunokqala ngokuhlola okuphelele komkhakha:
| Ngaphambi kokukhetha iziprodukthi | Qhathanisa |
|---|---|
| Izizwe / Indawo | Izinqumbu zokusebenzisa kwe-skincare kanye nezizwe zokubhekana |
| Indlela yokuthengisa | Ukuthengiselwa kwe-wholesale, isitolo se-skincare, isupermarket, isithelo sesifundo |
| Inkambo yokuqondwa | Inkambo yokuqondwa yokuthengiselwa kanye nokuhlinzekayo kwe-margin |
| Ukugcina Kwempahla | Ukucula kwemvu, ukucula kwemibhobho noma ukucula kwe-sun |
| Isiphakathi Sokuvula | Amasuku asekhethwe kungaphandle kokuthi yonke imboni yamabhalo |
Umsebenzisi wokugcina isikhundla, umsebenzisi wokugcina isikhundla esiyisibhakabhaka, akufanele akwazi konke izigaba zikaDisaar ngokufanayo.
Kungaba yinkululeko yokuvula ngamashumi amabili amathathu amahlanu amasibili okuhambisana nezinqumo zezalwane zethu, ukubheka izihlombe zokubuyela futhi izindaba zezilwane zokugcina isikhundla, emva koko ukudibanisa izinto ezihambisana.
Lokhu kulowula ukunqoba ukuzimisela kwezinhlobo eziningi phambi kokuthi kubhekwe izinhlolo zokuthenga ezingaphansi kwesifundo.
U-Sagaci Research uyabeka abasebenzisi bokugcina isikhundla besibhakabhaka njengomthombo wokubhekisa i-Disaar.
Umlingano wakhe wokubheka abathengi wafound i-Disaar ku- izwe ezimbili nezintathu zase-Afrika , ngaphakathi kokurankwa kusuka kumkhakha wokubhekisa ubukhulu bekuphatha kwezwe ezine nezintathu. [1]
Le nombolo leyi kufanele asifunyiswe njengoko yindlela yokuthembisa ukuthi izinkampani zase-Disaar zokuphatha izinto zokuhlanza zizofika ekusebenzeni ngaso sonke isifunda.
Kodwa le nombolo ibonisa ukuthi i-Disaar sele inele indawo emazwini amaningi ase-Afrika nakuba iyasebenza kumzimba wokugqibela nokubhekana nomkhakha owodwa okuvamile ngokusho kuka-Sagaci.
Ngakho-ke umbuzo olandelayo wokudistribuza izinto zokuhlanza kungabangelwa ngokunjalo:
"I-Disaar sele iphakamile e-Afrika?"
kodwa kungenzeka ngokunjalo:
"Izinkampani zase-Disaar zokuhlanza ziphi ezinconywa kuzo ngomhlaba wami, abasebenzi bami, nezindlela zokuthenga?"
Umbala wokuhlanza othathwe ungakhetha ukuqonda umlando wokuthenga kuqala, futhi uzifaka izinkampani eziningi ngokwembono yezidingo zokuthenga.
Imithombo Yedatha:
[1] Ukuhlanganisa kukaSagaci. Amabrandi emibili ayisigcwele amathathu amashumi amabili e-Beauty ne-Personal Care e-Afrika ngo-2024.
https://sagaciresearch.com/beauty-and-personal-care-brands-in-africa-in-2024/
xhuma sithi futhi ushabe isifunda sakho noma indawo yakho
Izindaba Ezishisayo 2025-03-14
2025-02-28
2025-02-24
EN
