Amathrendi abonakala ezisungula kabusha njalo. Ekwindla nasebusika ngo-2024, imidlalo yangaphandle nokuzilibazisa kwakuyizinto eziphambili okufanele zigqokwe, futhi kulo mbuthano kwavela inqwaba "yezicathulo ezimbi."
Uma sibheka endabeni yemvelaphi, uhlobo lwe-KEEN alunawo umlando omude. Ngo-2003, kwazalwa uhlobo lwe-Newport, olunezimbadada zokuqala ezivikela izinzwane. Kusukela lapho, lo mkhiqizo waseMelika wezemidlalo nezokungcebeleka ogxile emikhiqizweni yezicathulo ubulokhu ukhulula izicathulo ezisebenzayo ezifanele ukusetshenziswa kwangaphandle okusebenzayo, njengeqhwa, izintaba, imifudlana, njll., njengezicathulo zokuhamba izintaba, izicathulo zokugibela izintaba, njll. INyakatho Melika, imikhiqizo eyinhloko emakethe.
Ngo-2007, i-KEEN yaba ngomunye wemikhiqizo yezicathulo zangaphandle ezintathu ezihamba phambili emhlabeni. Ngokombiko waminyaka yonke ka-2007 wenkampani yaseMelika i-SNEW, isabelo semakethe sezicathulo zabesilisa zangaphandle nezicathulo zabesifazane zangaphandle sifinyelele ku-12.5% no-17% kulo nyaka. ibalwa kuqala emakethe yabathengi yangaphandle yaseMelika yokukhangisa. Izinga elesibili nelokuqala.
Ngenxa yokuphishekela amathrendi, kunzima ukunquma ukuthi izicathulo ze-KEEN brand zinhle, ziyimfashini noma zimbi. Ngisho nemikhiqizo edumile ayihlangabezani nezidingo zemakethe yendawo yaseNyakatho Melika. Kodwa-ke, uma sibheka ukuthandwa kosaziwayo abaningi kanye nokwenyuka kwamadijithi amabili okuthengiswayo ezinkundleni zokuxhumana, i-KEEN isidume kakhulu emakethe yaseShayina eminyakeni emibili edlule.
Ngokwemibiko, uhlobo lwe-KEEN lwangena emakethe yaseShayina ngo-2006, kungakapheli iminyaka emihlanu lwasungulwa. Ngemuva kwalokho, i-Ruhasen Trading yasebenza njenge-ejenti ejwayelekile yemikhiqizo ye-KEEN emakethe yaseShayina. Ngemikhiqizo ye-niche ezimakethe ezikude zaphesheya kwezilwandle, ukukhetha imodeli yebhizinisi le-ejenti ejwayelekile kunikeza ukusebenza okulula nezindleko ezilawulwayo.
Nokho, le modeli yebhizinisi kunzima ukungena ngempela emakethe. Kuncane ukuxhumana okusebenzayo phakathi kwabaphathi abaphezulu bomkhiqizo, ikomkhulu lomkhiqizo, kanye nabathengi emakethe yesifunda. Okuthandwayo kwabathengi kungaqondwa kuphela ngokusekelwe ekuthengisweni komkhiqizo, futhi impendulo yomthengi ibalulekile. okunzima ukufinyelela kuzo.
Ekupheleni kuka-2022, i-KEEN yayizimisele ukuhlela kabusha ibhizinisi layo emakethe yaseShayina futhi yaqasha u-Chen Xiaotong, owayesebenza njengomphathi jikelele we-Japanese sneaker brand ASICS China, ukuthi ahole imakethe yase-Asia-Pacific. Ngesikhathi esifanayo, inkampani yaphinde yathola amalungelo ayo e-ejensi emakethe yaseShayina futhi yamukela imodeli yokuthengisa eqondile ye-inthanethi, futhi izitolo ezingaxhunyiwe ku-inthanethi zivulwa ngokubambisana nabathengisi. Ngenxa yalokho, uhlobo lwe-KEEN lunegama elisha lesiShayina - KEEN.
Mayelana nebhizinisi, i-KEEN isagxile ezicathulweni zezemidlalo nezicathulo zokungcebeleka emakethe yaseShayina, kodwa ukuphathwa okuhlangene kwemakethe yase-Asia-Pacific kudale umphumela wokuxhumana phakathi kwe-KEEN emhlabeni wonke kanye nesifunda sase-Asia-Pacific, isifunda sase-Asia-Pacific kanye China. “I-Tokyo Design Centre yethu izothuthukisa imibala emisha yezicathulo ezithile ezidume kakhulu emakethe yaseChina. Ngesikhathi esifanayo, i-Tokyo Design Centre nayo ithuthukisa izingubo zokugqoka kanye nezinsiza,” isisebenzi somnyango wezokuthengisa we-KEEN sitshele izindaba zeJiemian. .
Ukuvulwa kweHhovisi lase-Asia Pacific kwenza i-KEEN Tokyo Design Center ithole ngokushesha impendulo evela emakethe yaseShayina. Ngasikhathi sinye, iHhovisi lase-Asia Pacific kanye neTokyo Design Center nazo zihlinzeka ngoxhumano phakathi kwayo yonke imakethe yase-Asia Pacific kanye nendlunkulu yomhlaba wonke. Ngokwezimpawu zemakethe, kunomehluko omningi phakathi kwemakethe yaseShayina kanye nemakethe yomhlaba wonke ye-KEEN, ezinze kakhulu eNyakatho Melika.
Mayelana neziteshi, ngemuva kokuhlelwa kabusha kwebhizinisi layo e-China ngasekupheleni kuka-2022 - ekuqaleni kuka-2023, i-KEEN izoqala ngokubuyela eziteshini eziku-inthanethi. Okwamanje, zonke iziteshi eziku-inthanethi ezihlanganisa i-Tmall, i-JD.com, njll. zisebenza ngokuqondile. Ekupheleni kuka-2023, kwavulwa isitolo sokuqala esingaxhunyiwe ku-inthanethi e-China, esitholakala e-IAPM Shopping Mall ku-Huaihai Middle Road, isifunda samabhizinisi esikhulu esisetshenziswa ezemidlalo e-Shanghai. Kuze kube manje, izitolo ezingaxhunyiwe ku-inthanethi ze-KEEN sezivulwe naseBeijing, Guangzhou, Shenzhen, Chengdu naseXi'an, kodwa zonke lezi zitolo zivulwa ngokubambisana nozakwethu.
Maphakathi noNovemba 2024, i-KEEN China Custom Fair izobanjwa. Ngokungeziwe kubathengi bomkhiqizo ngamunye, amakhasimende amaningi ayizinkampani zezitolo ezihlangene zangaphandle njengeSanfu Outdoor, egxile kakhulu ezicathulweni ezisebenza ngaphandle njengezicathulo zokuhamba izintaba nezicathulo zokuqwala izintaba. Ngaphezu kwalokho, imakethe yaseShayina inemfashini, futhi abathengi abaningi be-boutique bahambele umcimbi wangokwezifiso, begxile ezicathulweni ezihlanganisiwe.
Izicathulo ziseyisigaba esiwumgogodla we-KEEN emakethe yaseShayina, ezibalelwa ku-95% wokuthengiswa. Kodwa-ke, izitayela zokuthuthukiswa kwemikhiqizo yezicathulo ziyahlukahluka ezimakethe ezahlukene emhlabeni jikelele. Kulapho i-KEEN inokuqonda okujulile kwemakethe ngemva kokuhlelwa kabusha kwemakethe yaseShayina.
Ekumisweni komkhiqizo wezemidlalo nezokungcebeleka emakethe yasendaweni yaseNyakatho Melika, i-KEEN igxile kakhulu kwezemidlalo, futhi abathengi bazisa izici zokusebenza zangaphandle. Kodwa-ke, emakethe yaseShayina, izimfanelo zokungcebeleka zinamandla, ngokusho kwe-KEEN. Imibala eminingi, izicathulo zithengisa kangcono. “Izicathulo eziningi ze-KEEN ezigqokwa osaziwayo emakethe yaseChina yizicathulo ezijwayelekile, abanye baze bazigqoke neziketi zamantombazane asemfashinini.
Lo mehluko ngokwengxenye ungenxa yesilinganiso esikhulu semakethe yaseShayina. Imikhiqizo yezemidlalo neyokungcebeleka ingenza ngempela inzuzo enhle ngokuthengisa uchungechunge lwemikhiqizo yezicathulo zezemidlalo. Ekuqaleni, besifuna “amancane kodwa amahle”. Imakethe yamaShayina, yilokho okushoyo.
Kodwa kumkhiqizo ofana ne-KEEN, ukusebenza kwangaphandle kuwumgogodla womkhiqizo walo kanye nobunikazi bawo, ngakho lokhu kuyekethisa kudinga ukuqonda okujulile kokushintshashintsha kwemakethe yaseShayina.
Isibonelo, kunezinhlobo eziningi zezemidlalo ze-niche nezokungcebeleka. Lapho basungulwa noma bengena emakethe yaseShayina, baxoxa izindaba ezinhle, kodwa bashiya izimfanelo zabo zokuthengisa ezemidlalo futhi bakhethekile emikhiqizweni yokungcebeleka. Cishe zonke izinhlobo ezinjalo zizohlupheka emakethe yaseShayina ehlala ishintsha. Okuthrendayo kushanelwa. Isitayela esithile sesicathulo sisemfashini kulekwindla nobusika, kodwa sizophelelwa yisikhathi entwasahlobo nehlobo elizayo.
Lokhu futhi kuyisihluthulelo seqiniso lokuthi cishe zonke izinhlobo zezemidlalo zizoqala ukugxila emidlalweni yezobuchwepheshe futhi ngo-2023. Phela, izidingo zokusebenza zemidlalo yezobuchwepheshe azishintshi kuye ngokuthi inkathi kanye nezitayela.
Kusukela kuzinga lokuthengisa le-KEEN Tmall flagship store, kungabonakala futhi ukuthi umkhiqizo odume kakhulu, othengise amapheya angaphezu kuka-5,000, uchungechunge lwezicathulo ze-Jasper Mountain zangaphandle, ezinenani lama-yuan angu-999, ngisho nangesikhathi se-Double 11. Isaphulelo sikhulu kakhulu.
Ngemuva kokuthi u-Chen Xiaotong ethathe izintambo, usungule ukuma komkhiqizo “okuncane kodwa okuhle” nokuhlela kwamasu kwe-KEEN emakethe yaseShayina. Lokhu akubandakanyi ukusebenza okuphrofeshinali kanye nezibaluli zemfashini, ukuze i-KEEN “izalwe kabusha” ngempela njengomkhiqizo omncane. kodwa nansi inkampani enhle. Okubalulekile wukwenza uphawu.
Isikhathi sokuthumela: Nov-26-2024