Iimpawu zibonakala zithe gqolo ukuzihlaziya. Ekwindla nasebusika ngo-2024, imidlalo yangaphandle kunye nokuzonwabisa yayiyeyona nto ibalulekileyo yokunxiba, kwaye ukusuka kwesi sangqa kwavela ubuninzi “bezihlangu ezimbi.”
Ukujonga kwibali lemvelaphi, uphawu lwe-KEEN alunambali ende. Kwi-2003, uphawu lwaseNewport lwazalwa, kunye neembadada zokuqala ezikhusela iinzwane. Ukusukela ngoko, olu hlobo lwezemidlalo lwaseMelika kunye nolonwabo olugxile kwiimveliso zezihlangu luye lwakhulula izihlangu ezisebenzayo ezilungele ukusetyenziswa ngaphandle, njengekhephu, iintaba, imisinga, njl. njl., njengezihlangu zokuhamba, izihlangu zokunyuka intaba, njl UMntla Melika, iimveliso eziphambili kwimarike.
Ngo-2007, i-KEEN yaba lelinye lawona magama mathathu aphezulu ehlabathi aphuma ngaphandle. Ngokwengxelo yonyaka ka-2007 yenkampani yaseMelika i-SNEW, isabelo sentengiso yezihlangu zangaphandle zamadoda kunye nezihlangu zangaphandle zabasetyhini zifikelele kwi-12.5% kunye ne-17% kulo nyaka. inqanaba lokuqala kwimarike yabathengi yangaphandle yaseMelika. Ubeka indawo yesibini neyokuqala.
Ngenxa yokusukela iintsingiselo, kunzima ukufumanisa ukuba izihlangu ze-KEEN brand zintle, zisefashonini okanye zimbi. Nkqu neemveliso ezidumileyo azifikeleli kwiimfuno zemarike yasekhaya yaseMntla Melika. Nangona kunjalo, ngokujonga ukuthandwa kwabantu abaninzi abadumileyo kunye nokunyuka kwamanani aphindwe kabini kwintengiso kumaqonga e-intanethi, i-KEEN idume kakhulu kwimarike yaseTshayina kule minyaka mibini idlulileyo.
Ngokweengxelo, uphawu lwe-KEEN lwangena kwimarike yaseTshayina ngo-2006, ngaphantsi kweminyaka emihlanu emva kokusekwa kwayo. Emva koko, uRhwebo lweRuhasen lusebenze njengearhente jikelele yeemveliso ze-KEEN kwimarike yaseTshayina. Kwiimpawu ze-niche kwiimarike ezikude phesheya, ukukhetha imodeli yeshishini ye-arhente ibonelela ngokusebenza ngokufanelekileyo kunye neendleko ezilawulwayo.
Nangona kunjalo, le modeli yeshishini kunzima ukungena ngokwenene kwimarike. Kukho unxibelelwano oluncinci olusebenzayo phakathi kwabaphathi abaphezulu bophawu, ikomkhulu lophawu, kunye nabathengi kwimarike yengingqi. Ukukhethwa kwabathengi kunokuqondwa kuphela ngokusekelwe kwintengiso yemveliso, kwaye impendulo yomthengi ibalulekile. kunzima ukufikelela.
Ekupheleni kuka-2022, i-KEEN yayizimisele ukuhlengahlengisa ishishini layo kwimarike yaseTshayina kwaye yaqesha u-Chen Xiaotong, owayesebenza njengomphathi jikelele we-Japanese sneaker brand ASICS China, ukuba aqhube kwimarike yase-Asia-Pacific. Kwangaxeshanye, inkampani yaphinda yafumana amalungelo ayo e-arhente kwimarike yaseTshayina kwaye yamkela imodeli yokuthengisa ngokuthe ngqo kwi-Intanethi, kwaye iivenkile ezingaxhunyiwe kwi-intanethi zivulwa ngokubambisana nabathengisi. Ngenxa yoko, uphawu lwe-KEEN lunegama elitsha lesiTshayina - KEEN.
Ngokubhekiselele kwishishini, i-KEEN isagxile kwizihlangu zezemidlalo kunye nezihlangu zokuzonwabisa kwimarike yaseTshayina, kodwa ulawulo olumanyeneyo lwemarike yeAsia-Pacific yenze isiphumo sonxibelelwano phakathi kwe-KEEN kwihlabathi liphela kunye nommandla wase-Asia-Pacific, ummandla we-Asia-Pacific kunye eTshayina. “IZiko lethu loYilo laseTokyo liza kuphuhlisa imibala emitsha yezihlangu ezidume kakhulu kwimarike yaseTshayina. Kwangaxeshanye, iZiko loYilo laseTokyo likwaphuhlisa iimpahla kunye nezixhobo, ”umsebenzi wesebe lezentengiso le-KEEN uxelele iindaba zeJiemian. .
Ukuvulwa kwe-Ofisi ye-Asia Pacific kwenza i-KEEN Tokyo Design Centre ifumane ngokukhawuleza ingxelo evela kwimarike yaseTshayina. Kwangelo xesha, iOfisi yeAsia Pacific kunye neZiko loYilo laseTokyo ikwabonelela ngekhonkco phakathi kwayo yonke imarike yaseAsia Pacific kunye nekomkhulu lehlabathi. Ngokweempawu zentengiso, kukho umahluko omkhulu phakathi kwemarike yaseTshayina kunye nentengiso yehlabathi ye-KEEN, esekelwe ikakhulu kuMntla Merika.
Ngokubhekiselele kwiitshaneli, emva kokuhlengahlengiswa kweshishini layo e-China ngasekupheleni kwe-2022 - ekuqaleni kwe-2023, i-KEEN iya kuqala ukubuyela kumajelo e-intanethi. Okwangoku, onke amajelo e-intanethi aquka i-Tmall, i-JD.com, njl.njl. asebenza ngokuthe ngqo. Ekupheleni kuka-2023, ivenkile yokuqala engaxhunyiwe kwi-intanethi e-China yavulwa, efumaneka kwi-IAPM Shopping Mall e-Huaihai Middle Road, isithili seshishini esiphambili sokusetyenziswa kwezemidlalo e-Shanghai. Ukuza kuthi ga ngoku, iivenkile ze-KEEN ezingaxhunyiwe kwi-intanethi zivulwe eBeijing, eGuangzhou, eShenzhen, eChengdu naseXi'an, kodwa zonke ezi venkile zivulwa ngentsebenziswano namahlakani.
Phakathi kuNovemba ka-2024, i-KEEN China Custom Fair iya kubanjwa. Ukongeza kubathengi bemveliso ngabanye, abathengi abaninzi bangaphandle kweenkampani zevenkile ezihlangeneyo ezifana neSanfu Outdoor, ejongene nezihlangu ezisebenzayo zangaphandle ezifana nezihlangu zokuhamba kunye nezihlangu zokunyuka intaba. Ukongeza, imakethi yaseTshayina inefashoni ngakumbi, kwaye abathengi abaninzi be-boutique bebeye kwi-custom fair, begxile kwizihlangu ezinophawu.
Izihlangu iseludidi olungundoqo lwe-KEEN kwimarike yaseTshayina, ibalwa kwi-95% yeentengiso. Nangona kunjalo, iindlela zophuhliso lweemveliso zezihlangu ziyahluka kwiimarike ezahlukeneyo kwihlabathi jikelele. Kulapho i-KEEN inokuqonda okunzulu kwemarike emva kohlengahlengiso lwemarike yaseTshayina.
Kwindawo yokubeka uphawu lwezemidlalo kunye nokuzonwabisa kwimarike yendawo yaseMntla Melika, i-KEEN igxile kakhulu kwimidlalo, kwaye abathengi baxabisa iimpawu zokusebenza zangaphandle. Nangona kunjalo, kwiimarike zaseTshayina, iimpawu zokuzonwabisa zinamandla, ngokutsho kwe-KEEN. Imibala emininzi, ngcono izihlangu zithengisa. “Uninzi lwezihlangu ze-KEEN ezinxitywa ngoosaziwayo kwimarike yaseTshayina zizihlangu eziqhelekileyo, kwaye abanye bade bazinxibe neziketi zamantombazana akwifashoni.
Lo mahluko ngokuyinxenye ungenxa yesikali esikhulu semarike yaseTshayina. Iimpawu zezemidlalo kunye nokuzonwabisa zinokwenza inzuzo enhle ngokuthengisa uluhlu lweentlobo zezicathulo zezemidlalo. Ekuqaleni, sasijonge "ezincinci kodwa ezintle". Imarike yaseTshayina, yile nto ithetha ngayo.
Kodwa kwi-brand efana ne-KEEN, ukusebenza kwangaphandle kungundoqo we-brand yayo kunye nesazisi sayo, ngoko ke oku kuhambelana kufuna ukuqonda okunzulu kwiindlela eziguqukayo zemarike yaseTshayina.
Ngokomzekelo, zininzi iintlobo zezemidlalo ze-niche kunye nokuzonwabisa. Xa babesekwe okanye bangena kwimarike yaseTshayina, babalisa amabali amnandi, kodwa bayishiya imidlalo yabo yobuchwephesha bethengisa iimpawu zabo kwaye baziimveliso ezikhethekileyo kwiimveliso zokuzonwabisa. Phantse zonke iimpawu ezinjalo ziya kubandezeleka kwimarike yaseTshayina ehlala iguquka. Imikhwa itshayelwe. Isitayela esithile sesihlangu sisefashini kule ekwindla nasebusika, kodwa iya kuphelelwa lixesha entwasahlobo nasehlotyeni ezayo.
Oku kukwangundoqo kwinto yokuba phantse zonke iimpawu zezemidlalo ziya kuqala ukugxila kwimidlalo yobungcali kwakhona ngo-2023. Emva koko, iimfuno zokusebenza zemidlalo yezemidlalo azitshintshi ngokuxhomekeke kwixesha kunye neendlela.
Ukusuka kuluhlu lwentengiso ye-KEEN Tmall iflegi yevenkile, inokubonwa kwakhona ukuba eyona mveliso idumileyo, ethengiswe ngaphezulu kwe-5,000 ngababini, yiJasper Mountain uthotho lwezihlangu zenkampu zangaphandle, ezixabisa kwi-999 yuan, nangexesha le-Double 11. Isaphulelo sikhulu kakhulu.
Emva kokuba u-Chen Xiaotong ethathe i-ofisi, wayila imveliso "encinci kodwa intle" yokubekwa kwemveliso kunye nesicwangciso sobuchule se-KEEN kwimarike yaseTshayina. Oku akubandakanyi ukusebenza kobungcali kunye neempawu zefashoni, ukuze i-KEEN ikwazi "ukuzalwa ngokutsha" njengemveliso encinci. kodwa nantsi inkampani entle. Undoqo kukuphawula.
Ixesha lokuposa: Nov-26-2024