Usuku lukaTata lwenza iimveliso ezingaphezulu kwe-R$ 500 zikhule ziye kwi-47% kwaye zinyuse umyinge wetikiti lokuthengisa

USuku lukaTata walo nyaka kufuneka luhambise ivenkile yaseBrazil kwaye igcine izinga lokukhula kwe-e-commerce. Ngokophando olwenziwa yiBrazilian Association of Artificial Intelligence and E-commerce (Abiacom), umhla kufuneka uvelise i-R$ 10.56 yebhiliyoni kwintengiso yedijithali kwi-2026, ukwanda kwe-10.81% xa kuthelekiswa ne-R$ 9.53 yebhiliyoni erekhodiweyo kunyaka ophelileyo. Ngaphezulu kokunyuka komthamo wokuthenga, nangona kunjalo, idatha evela ku-Awin, enye yezona zikhululo zokuthengisa ezihambelanayo zehlabathi, zikhomba utshintsho olubalulekileyo kwiprofayili yokusetyenziswa.
 

Uhlalutyo lwentsebenzo yabathengisi abakhulu beqabane kwifashoni, ezemidlalo, indlela yokuphila kunye namacandelo eteknoloji ibonisa ukuba abathengi baqala ukugxila ekuthengeni kwabo kwiimveliso ezinexabiso eliphezulu elongezelelweyo, ukwandisa itikiti eliphakathi kunye nokutshintsha umxube weentengiso zamadoda. Ngokwenyani kuyo yonke imisebenzi ehlalutyiweyo, amacandelo ngokwesiko anxulunyaniswa nokuzaliswa kwakhona, okufana nezikipa ezisisiseko, indawo elahlekileyo kwiziqholo eziphambili, izihlangu zemidlalo, iihempe zepolo, ijean, izincedisi kunye nolunye ukhetho olunexabiso elikhulu elibonwayo.

Kwicandelo lefashoni, umzekelo, isabelo seemveliso zamadoda kwingeniso epheleleyo yanda ukusuka kwi-10.38% ukuya kwi-11.18%, ngelixa isabelo seeyunithi ezithengiswayo sanda ukusuka kwi-8.72% ukuya kwi-9.41%. Olona xanduva lwale nkqubela yayisisiqholo samadoda aphambili. Icandelo liphindaphindeke kabini isabelo salo sengeniso, ukusuka ku-0.71% ukuya kwi-1.34%, ngelixa ingeniso yemihla ngemihla ikhule malunga ne-42% kwixesha elikhokelela kuSuku looTata. Ngakolunye uhlangothi, iindidi zemveli ezifana ne-t-shirts, iihempe kunye neebhatyi zibonise ukukhula okunengqiqo, okubonisa ukuba ukunyuka kweentengiso kuhambelana nokuthengwa kwezipho ze-premium kunokuhlaziywa kwe-wardrobe yamadoda.

Ukuziphatha okufanayo kubonakala kwintengiso yefashoni ye-premium. Kwiveki ekhokelela kuSuku looTata, ingeniso evela kwiimveliso zamadoda yayingama-45.4% ngaphezulu kweveki ephelileyo. Njengoko ingeniso yonyuka ngaphezu kwenani leengxenye ezithengisiweyo, kukho ukwanda kwetikiti eliphakathi. Iimveliso zamadoda ezinexabiso elingaphezulu kwe-R$ 500 ezirekhodiweyo zokukhula kufutshane ne-R47%, ziqhutywa ziindidi ezifana neepolo, iihempe, iiblazer, izihlangu kunye neekhithi zamadoda. Enye inyani ibonakala: ngelixa, kwiiveki eziqhelekileyo, ukuthengisa kudla ngokugxininiswa kwizinto ezisisiseko kunye nokutshintshwa, ngexesha lephulo kwakukho ukufuduka okucacileyo kwiimveliso eziphezulu zexabiso kunye neempawu zeprimiyamu.

NgokukaRodrigo Genoveze, umlawuli wengingqi ka-Awin weLatin America, idatha ibonisa ukuba umthengi utshintshe ingqiqo yokuthenga ngalo mhla. “Into esiyibonileyo kukuba abathengi abathengi nje ngobuninzi boSuku lukaBawo, kodwa bathenga ngcono. Endaweni yokubeka phambili izinto ezisisiseko, batyala imali kwiimveliso ezinexabiso elikhulu eliqikelelwayo, ezifana neziqholo, izihlangu kunye neziqwenga zeprimiyamu. Oku kuziphatha ngokwemvelo kwandisa itikiti eliphakathi kwaye kubonisa ukuba, ngemihla yokukhumbula, into enovakalelo ilinganisa isigqibo ekuthengeni. ”

Ifashoni yezemidlalo ikwatshintsha iprofayili yokuthengisa

Umkhwa uyavela nakwintengiso yezemidlalo. Kwikhonkco elikhulu elikhethekileyo, isabelo seemveliso zamadoda kwingeniso yenyuka ukusuka kwi-53.6% ukuya kwi-61.9%, inzuzo yeepesenti ze-8.3. Nangona ingeniso yamadoda ikhule nge-1.7% kuphela ngelo xesha, lonke ixesha lomsebenzi liye lacutheka, okomeleza ukuba inkqubo yodidi yayiqhutywa lixesha loSuku looTata.

Ukukhula kwakugxininiswe ikakhulu kwiindidi ezinxulunyaniswa nokubaleka kunye noqeqesho, kugxininiswa kwiiteki zeprimiyamu, iiwotshi zezemidlalo ze-GPS kunye neemveliso ezijolise ekusebenzeni.

Kwesinye umsebenzi kwicandelo lezemidlalo elihlalutywe ngu-Awin, ukuthatha inxaxheba kwinqanaba lamadoda liye lanyuka ukusuka kwi-58.9% ukuya kwi-59.8%, ngelixa isabelo seeyunithi ezithengiswayo sanda ukusuka kwi-64.6% ukuya kwi-65.6%. Utshintsho oluphambili, nangona kunjalo, lwenzeka ngaphakathi komxube wemveliso: izihlangu zonyuka ukusuka kwi-67.3% ukuya kwi-77.4% yengeniso yamadoda, ngelixa izincedisi nazo zafumana isabelo. Enye yeemodeli zeprimiyamu ezihlalutyiweyo iphindaphinde ingeniso yayo malunga namaxesha angama-7.5 ngexesha loMhla woTata wangaphambi koSuku, iqinisa ukhetho lweemveliso ezinexabiso eliphezulu elongezelelweyo.

Imbuyiselo yemali yongeza iindidi zexabiso eliphezulu

Enye intshukumo ebonwe ngu-Awin yenzeke kumaphulo okubuyisela imali ekwenziweni ngumthengisi omkhulu wefashoni. Phambi kwentshukumo yentengiso, udidi lwamadoda lwalumele malunga ne-10% yeentengiso ezenziwe ngetshaneli. Ngexesha lephulo loSuku loBawo, le nxaxheba yanda ukuya kwi-15%, ukwanda kwe-50% kumelo lwecandelo.

Ukongeza kokunyuka kokuthatha inxaxheba, kukho utshintsho oluphawulekayo kwiprofayili yokuthenga. Izinto ezisisiseko ezilahlekileyo kwi-jeans, ibhulukhwe kunye nezinto zetikiti eziphezulu, ukwandisa ixabiso le-odolo eliphakathi (AOV) kunye neentlobo ezahlukeneyo zomxube wodidi lwamadoda.

Ngokuka-Genoveze, le ndlela yokuziphatha ibonisa ukuba amaphulo okusebenza angakhokelela kwimfuno kwiindidi ezinobuchule ngakumbi. “Xa i-cashback, abadali kunye nokuthengisa okuhambelanayo basebenza kunye, ukukhushulwa kuyeka ukukhuphisana kuphela ngexabiso. Inceda abathengi ukuba bafumane iimveliso ezinexabiso elikhulu eliqikelelwayo kunye nokudala indawo efanelekileyo yokunyusa itikiti eliphakathi ngaphandle kokuthembela ngokukodwa kwizaphulelo ezinobundlobongela.”

I-teknoloji ilandela amandla ayo

Phakathi kwamacandelo ahlalutywe ngu-Awin, kuphela ukuthengisa iteknoloji ebonisa ukuziphatha okwahlukileyo. Kweli candelo, akukho zimpawu zicacileyo zempembelelo yoSuku loBawo ekusetyenzisweni zichongiwe. Ukukhula okuphawulweyo kwakugxininiswe kwiindidi ezidityaniswe kumdlalo weqonga kunye nendalo esebenza ngokuphezulu, njengamakhadi evidiyo, iiprosesa, iiconsoles kunye ne-premium hardware.

Ngokutsho kuka-Awin, oku kubonisa ukuba, ngelixa imfashini, ezemidlalo kunye nendlela yokuphila iphendula ngamandla kwimihla yokukhumbula, amacandelo afana nethekhnoloji aqhubeka eqhutywa ngokukodwa kwiimarike kunye nokuqaliswa kwemveliso. “Xa iimpawu zisebenzisa izicwangciso zokusebenza, abadali, i-cashback kunye nomxholo ngendlela edibeneyo, bayakwazi ukulungelelanisa ngcono iinjongo zokuthenga abathengi. Isiphumo sixube ngakumbi, kunye nesabelo esikhulu seemveliso zeprayimari kunye nenzuzo engcono yokuthengisa ”, uthi uGenoveze.