Emhlabeni wemfashini osheshayo, lapho isitayela sihlangana nokuqamba okusha,xinzirainuqophe i-niche njengomholiImboni yezithende eziphakeme zabesifazane be-ODM evela eChina.Le nkampani yasungulwa ngo-2000 e-Chengdu, inhloko-dolobha yaseChina yokuthunga izicathulo, le nkampani yaqala njengomkhiqizi omncane wezicathulo zabesifazane, iqhutshwa uthando lwekhwalithi nokuklama. Ngokuhamba kweminyaka, umkhiqizo uye wandisa ama-horizons awo, wamukela ubuchwepheshe obusha nezinqubo ezintsha, ngenkathi ugcina ukuzibophezela kwawo ekukhiqizeni izicathulo ezinhle, ezisezingeni eliphezulu. Namuhla,xinzirainayaziwa nje kuphela ngezithende zayo eziphakeme zabesifazane eziyinkimbinkimbi kodwa futhi nokuguquguquka kwayo ekuhlinzekeni izidingo zemikhiqizo yemfashini yomhlaba ezinhlotsheni ezihlukahlukene zezicathulo.
NjengoImboni yezithende eziphakeme zabesifazane be-ODM, xinzirainigxile ekwenzeni izithende eziphakeme ezisesitayeleni kodwa eziqinile, ezidizayinelwe ngenhlanganisela yokunethezeka, ubuhle, namathrendi amanje. Ngokuqonda okujulile kwezintandokazi zemfashini zomhlaba wonke, izithende eziphakeme zenkampani zithengiselwa abathengisi abasezingeni eliphezulu nemikhiqizo emhlabeni wonke, okubonisa ubuhle nokunaka imininingwane esufana nexinzirain. Amandla emboni asemandleni ayo okuthunga imiklamo ngokuvumelana nezidingo ezithile zamakhasimende, enikeza kokubili izixazululo ezenziwe ngokwezifiso nezikhiqizwe ngobuningi ezihlangabezana nezidingo eziguqukayo zemakethe yemfashini.
Indawo Eguqukayo Yemboni Yezicathulo
Imboni yezicathulo yomhlaba wonke ibhekene nokukhula okungakaze kubonwe ngaphambili, okuqhutshwa amathrendi asafufusa kanye nezidingo eziguqukayo zabathengi. Ukuthambekela okubalulekile okulolonge imboni eminyakeni yamuva nje ukukhuphuka kwesidingo sezicathulo ezinhlobonhlobo, zekhwalithi ephezulu. Abathengi abasaneliswa izicathulo ezifeza injongo eyodwa kuphela; bafuna izicathulo ezinesitayela, ezinethezekile, nezisebenzayo ngezikhathi ezahlukahlukene. Lolu shintsho ekuziphatheni kwabathengi luqhubekisele phambili amabhrendi ukuthi asungule izinto ezintsha, okuholele ekwandeni kokukhiqizwa kwezicathulo ezinemisebenzi eminingi efana nezithende eziphakeme ezinikeza ukunethezeka, ukuqina, kanye nokwakheka kwemfashini phambili.
Ngaphezu kwalezi zitayela eziqhutshwa ngesitayela, kunokugcizelela okwandayoukusimamangaphakathi kwemboni yezicathulo. Ngokuqwashisa okukhulayo mayelana nokukhathazeka kwemvelo, abakhiqizi bezicathulo abaningi bahlola izinto zokwakha ezinobungani bemvelo nezindlela zokukhiqiza. Isidingo seimikhiqizo esimemeidale amathuba amasha ezinkampani ukuze zizihlukanise ngokuhlanganisa izinto ezigaywe kabusha, zisebenzisa izinto zokunamathisela ezisekelwe emanzini, nokunciphisa imikhondo yazo yekhabhoni ngesikhathi sokukhiqiza. Lo mkhuba uhambisana ngokuphelelexinzirainifilosofi yokuhlanganisaubuciko bendabuko ngobuchwepheshe besimanjeukwakha imikhiqizo engeyona nje kuphela enhle kodwa futhi enesibopho semvelo.
Ngaphezu kwalokho, ukwanda kokuthandwa kweezemidlalofuthi imfashini ekhuthazwa ezemidlalo iholele ekuthuthukisweni kokukhiqizwa kwamateku asesitayeleni kodwa anethezekile nezicathulo eziqondene nezemidlalo. Njengoba abathengi abaningi bebeka phambili kokubili ukusebenza nesitayela, imikhiqizo itshala imali eningi ekuthuthukisweni kwezicathulo ezisebenza kahle kakhulu ezihlangabezana nokulindelwe kobuhle babathengi abakhathalela imfashini.xinzirain, eyanweba ukusebenza kwayo ngo-2007 ukuze ifake izimboni zabesilisa namateku, isesimweni esihle sokuhlangabezana nalesi sidingo, inikela ngemikhiqizo ehlukahlukene enikezela ngezidingo ezivamile neziqhutshwa ukusebenza.
xinzirainUbukhona Emibukisweni Yemboni Ebalulekile
Ukuze uhlale uphambili embonini yezicathulo futhi uhlangabezane nezidingo ezikhulayo zemakethe yomhlaba wonke,xinzirainuhlanganyela emicimbini eminingana ehlonishwayo yohwebo nemibukiso. Le micimbi ihlinzeka ngenkundla yenkampani ukuthi ibonise amaqoqo ayo akamuva, izimbandakanye namakhasimende angaba khona, futhi ihlale inolwazi mayelana nokuthambekela komkhakha osafufusa.
Omunye umcimbi onjaloI-Fashion World Tokyo, omunye wemibukiso emikhulu yokuhweba ngemfashini yase-Asia. Kulo mbukiso,xinzirainikhombisa imiklamo yayo yezicathulo zabesifazane ezisezingeni eliphezulu, ezihlanganisa izinhlobonhlobo zezithende eziphakeme, amateku, nokunye. I-Fashion World Tokyo inikeza ithuba eliyingqayizivele lokuxhumana nabaqambi, abakhiqizi, nabathengisi abavela kuwo wonke umhlaba, ukuvumelaxinzirainukwakha ubudlelwano obuhlala njalo kanye nokwandisa ukufinyelela kwayo emhlabeni jikelele. Lo mbukiso usebenza njengendawo ebalulekile yokuxhumana ukuze umkhiqizo uhlale uhambisana namathrendi edizayini yakamuva kanye nokuthandwa ngabathengi embonini yezemfashini.
Ngo-2025,xinzirainuzophinde abambe iqhaza kuI-Global Footwear Executive Summit. Lo mbuthano uhlanganisa abaholi bezimboni, abaphathi, nabasunguli abasha ukuze kuxoxwe ngekusasa lokwenziwa kwezicathulo, izitayela zokuziphatha kwabathengi, kanye nomthelela wobuchwepheshe embonini. Ingqungquthela inikeza inkundla ekahlexinzirainukushintshana ngemininingwane, ukwakha ukusebenzisana okusha, nokuhlala ngaphambi kwejika embonini ehlala ivela. Njengomholi ekukhiqizeni kokubiliizithende eziphakeme zabesifazanekanye nezinye izinhlobo zezicathulo, ukubamba iqhaza kwenkampani kule ngqungquthela kuqinisekisa ukuzibophezela kwayo ekusunguleni izinto ezintsha kanye nekhwalithi.
Omunye umbukiso obalulekile laphoxinzirainikhombisa ubuchwepheshe bayoWonke umbukiso wesikhumba waseChina, umcimbi ohamba phambili embonini yezimpahla zesikhumba nezesekeli. Ngokuhlangenwe nakho kwayo okujulile ekwenzeni izicathulo nezikhwama zesikhumba ezisezingeni eliphezulu,xinzirainUkubamba iqhaza kwalo mbukiso kugqamisa ikhono layo lokukhiqiza imikhiqizo kanokusho ehlangabezana namazinga aphezulu emikhiqizo yemfashini yomhlaba. Kulo mbukiso, inkampani ingakwazi ukuxhumana nabadlali ababalulekile emakethe yezimpahla zesikhumba, ekhombisa ukuzibophezela kwayo kukho kokubili ukuklama okuhle nokusimama.
Izinzuzo Eziyinhloko, Imikhiqizo, kanye Neklayenti
xinzirain's impumelelo kungabalelwa inhlanganisela yayo eyingqayiziveleubuciko, ubuchwepheshe, kanye nokuklama okuhle kakhulu. Le nkampani isebenzisa indawo yokukhiqiza engu-8,000m² efakwe imishini yesimanjemanje, lapho abadwebi abanekhono nabaklami besebenza ndawonye ukuze benze imibono yokudala iphile. Kusukela kumqondo wokuqala kanye nesigaba somdwebo kuya ekufanekiseni nasekukhiqizeni okokugcina, zonke izigaba zenqubo ziphathwa ngokucophelela ukuze kuqinisekiswe amazinga aphezulu kakhulu ekhwalithi.
Enye yamandla abalulekile enkampani yiwoikhono lokwenza ngokwezifiso. NjengoImboni ye-ODM, xinzirainisebenzisana eduze namakhasimende ukwenza umbono wabo uphile, kungakhathaliseki ukuthi idizayini entsha yezithende eziphakeme noma umugqa wamateku osha. Ukuvumelana nezimo komkhiqizo ekukhiqizeni kuqinisekisa ukuthi iklayenti ngalinye lithola imikhiqizo ehambisana nobunikazi balo obuhlukile kanye nezidingo zemakethe.
xinziraininikeza iphothifoliyo ebanzi yemikhiqizo, engafaki nje kuphelaizithende eziphakeme zabesifazane, kodwa futhiamateki, izicathulo zamadoda, futhiizikhwama zesikhumba ze-premium. Izithende eziphakeme zenkampani zidume kakhulu ngemiklamo yazo emihle, ehlanganisa ubuhle be-sleek nenduduzo nokuqina. Babhekelela izikhathi ezahlukahlukene, kusukela ekuphumeni nje ukuya emicimbini esemthethweni, baqinisekisa ukuthi ikhasimende ngalinye lithola ipheya elifanele.
Ngaphezu kwezithende eziphakeme,xinzirain'sumugqa wama-sneakerithole ukunakwa okubalulekile ngenhlanganisela yayo yokwakhiwa kwemfashini phambili nokusebenza kwezemidlalo, okuyenza ibe ukukhetha okudumile phakathi kwemikhiqizo yezingubo zemidlalo kanye nabathengisi bendlela yokuphila. Iizikhwama zesikhumba ze-premiumekhiqizwa inkampani futhi bathole ukulandela okuqinile, okuhlinzeka ngenhlanganisela yomklamo nokusebenza okungaphelelwa isikhathi.
xinziraininikeza amaklayenti anhlobonhlobo, okuhlanganisaimikhiqizo yezicathulo zomhlaba jikelele, izitolo ezinkulu, futhiama-boutiques kanokusho. Ikhono lenkampani lokukhiqiza kokubiliimakethe enkulufuthiokusezingeni eliphezuluizicathulo nezinsiza kuyenza ibe uzakwethu okhangayo wemikhiqizo kuwo wonke amanani amanani. Amanye amaklayenti ayo aphawuleka kakhulu afaka phakathi amabhrendi aphesheya athembele kuwoxinzirainUbuchwepheshe bokuklama, ukukhiqiza, kanye nokuqinisekisa ikhwalithi.
Isiphetho
xinzirainukuzibophezela kuikhwalithi, ukuqamba okusha, futhiukusimamauyibeke esikhundleni njengondunankuluImboni yezithende eziphakeme zabesifazane be-ODM evela eChina, ethenjwa amabhrendi omhlaba ngobuciko bayo nokuthembeka. Ngokuhlangenwe nakho kwayo okubanzi embonini yezicathulo kanye nokubamba iqhaza emibukisweni ebalulekile efanaI-Fashion World Tokyo, I-Global Footwear Executive Summit, futhiWonke umbukiso wesikhumba waseChina, xinzirainiyaqhubeka nokuhola ekuletheni imikhiqizo esezingeni eliphezulu, esesitayeleni emakethe yomhlaba.
Ukuze uthole ukwaziswa okwengeziwe mayelanaxinzirainfuthi ukuhlola imikhiqizo yabo, vakashelaxinzirainIwebhusayithi Esemthethweni