Direct-rau-Consumer mus qhov twg los ntawm no?

Nws yog qhov tseeb tam sim no tias xyoo caum xyoo 2010 txog 2020 yog lub hnub nyoog kub rau kev lag luam ncaj qha rau cov neeg siv khoom (DTC). Thaum cov khoom lag luam pib muag ncaj qha los ntawm lawv lub vev xaib rau tsawg dua li cov khw muag khoom ib txwm muaj, nws yog qhov yeej-yeej rau ob lub npe thiab cov neeg siv khoom. Kev saws me nyuam ntawm smartphones, kev yuav khoom hauv online thiab tus nqi qis ntawm kev ncav cuag cov neeg siv khoom ntawm kev tshaj xov xwm supercharged tus qauv.

Nws kuj yog ib qho piv txwv zoo ntawm qee yam uas peb tau pom ntau zaus: hom tshiab ntawm kev ua lag luam yog tsim thiab cov tub ua lag luam overreact. Yog li ntau lub tuam txhab DTC uas tsis tau muaj tus qauv ua lag luam tsim nyog tau tsa thiab siv kaum tawm lab nyiaj.

DTC cov lag luam uas tam sim no muaj kev vam meej muaj cov neeg siv khoom ncaj ncees lossis ib txoj hauv kev tshwj xeeb kom ncav cuag cov neeg siv khoom uas zam cov nqi ntawm kev tshaj tawm kev lag luam uas tau nce siab.

Rau txhua lub tuam txhab DTC, cov lus nug yog: peb yuav ua li cas tam sim no?

Dab tsi yog DTC? (Lossis, Koj Yuav Mus Qhov Twg Tam Sim No?)

Frank Berman, EVP thiab Tus Thawj Saib Xyuas Kev Lag Luam ntawm Bloomingdale's, muab nws zoo thaum nws hais rau kuv, "nws tsis yog DTC tau raug lees paub, nws yog tias nws lub neej yav tom ntej tsis yog qhov lawv hais. Ua qhov twg cov neeg siv khoom yog ib txwm yog qhov chaw xwb. "

Qhov ntawd txhais tau tias muag hauv online tsis txaus, cov khoom lag luam tseem xav tau cov khw muag khoom qub qub yog tias lawv xav muag khoom.

Txawm hais tias cov khw muag khoom tam sim no tsis tau suav tias yog qhov txiav ntawm cov khw muag khoom, lawv qhov kev ua tau zoo tsis ntev los no qhia txog lawv txoj kev ua siab ntev. Berman tus thawj coj, Bloomingdale's CEO Tony Spring, ua rooj plaub rau kuv tias, cov khw muag khoom tso cai rau cov neeg siv khoom "sib piv thiab sib piv" cov khoom lag luam thiab "tsim tus nqi nrog kev sib piv kev yuav khoom" nrog rau "kev nkag siab ntawm kev tshawb pom."

Kev sim ua

Lynn Power, CEO thiab tus tsim ntawm cov plaub hau hom Masami, hais rau kuv ntawm Innocos Biohacking lub rooj sib tham hauv San Diego tias nws hu nws lub tuam txhab lub tswv yim "DTC-Plus." Ib cag ntawm nws lub vev xaib, Masami tam sim no muaj lub khw muag khoom uas nws muag nws tus kheej cov khoom nrog rau lwm lub npe uas nws cov txiaj ntsig tseem ceeb zoo sib xws.

Todd Andrews, CEO ntawm xyoob-raws li kev ua kis las khaub ncaws hom tasc Performance, hais rau kuv tasc qhib peb lub khw ntawm nws tus kheej hauv New Orleans, Houston thiab Birmingham. Zoo li ntau lwm lub npe, tasc pom tias kev lag luam online DTC hauv thaj chaw nyob ib puag ncig nws cov khw muag khoom zoo tshaj qhov chaw uas tsis muaj khw muag khoom. Ob lub lag luam online thiab cov khw muag khoom txhawb nqa ib leeg.

Roy Bernheim, Co-Founder ntawm Decommerce, hais tias cov khoom lag luam yuav tsum "tus kheej thiab tuav lawv tus kheej lub zej zog" kom ua tiav hauv DTC thiab nws lub tuam txhab muab cov cuab yeej software rau kev tsim lub zej zog. Bernheim hais tias tsim kom muaj lub zej zog muaj tswv yim tso cai rau cov hom lag luam txo tus nqi ntawm kev tshaj xov xwm thiab cov neeg tau txais txiaj ntsig, sib txuas lus nrog nws cov neeg tuaj saib, nce kev xaj rov qab thiab sau cov ntaub ntawv thiab kev nkag siab ntawm cov neeg siv khoom tus cwj pwm, txhua yam tsim nyog rau kev lag luam mus ntev.

Lub hauv paus ntawm Brands

Daniel Langer, tus sau, tus xibfwb (NYU thiab Pepperdine) thiab CEO ntawm Equite, tus kws tshaj lij rau cov khoom kim heev xws li Moet-Hennessy, Ferrari, Ralph Lauren, Richemont thiab lwm tus, kuj tau nthuav tawm ntawm Innocos Biohacking lub rooj sib tham. Nws hais tias muag rau cov neeg siv khoom tsis yog hais txog channel, nws yog hais txog zaj dab neeg.

Langer piav qhia tias nyob rau hauv ib tiam neeg, cov khoom lag luam tau dhau los ntawm kev ua lag luam los ua cov khw muag khoom, cov tshaj tawm, cov platform rau kev sib txuas (xws li Decommerce saum toj no) thiab thaum kawg, cov neeg ua yeeb yam hauv zej zog.

Qhov tseem ceeb tshaj plaws cov hom lag luam tuaj yeem ua tau, Langer hais tias, yog qhia lawv zaj dab neeg hauv txoj kev tshwj xeeb. Ntau lub npe hais tias, "peb muag npau suav," thiab Langer nug, "Dab tsi npau suav? Vim tias koj cov neeg sib tw tseem muag npau suav. " Nws taw qhia tias "ntau lub tsev so hais tias lawv muag 'lub vaj kaj siab' tab sis yog li ua lawv cov neeg sib tw." Taglines dhau los ua cliches yog tias lawv tsis muab lub zeem muag thiab tus kheej uas tsis txawv.

Lub Tshaj Tawm

DTC yeej tsis yog zaj dab neeg, lossis npau suav, lossis kev lag luam. Nws yog ib qho channel thiab raws li cov channel mus, nws yog ib qho channel zoo, qee zaum yog ib qho zoo, tab sis lub tswv yim ntawm DTC raws li lub tswv yim yeej ib txwm muaj kev cuam tshuam.

Langer hais tias cov lus nug hom yuav tsum nug yog:

Peb muag dab tsi tiag?

Qhov kev xav twg peb evoke?

Peb yuav ua li cas peb cov neeg muas zaub xav txawv?

Thaum cov khoom lag luam tuaj yeem qhia qhov tseeb thiab cuam tshuam txog zaj dab neeg txog lub ntsiab lus thiab tus kheej qhov tseem ceeb, cov neeg siv khoom tau txav mus thiab qhov ntawd yog qhov lawv tab tom nrhiav tam sim no. Nws ua rau cov neeg siv khoom yuav, rov qab los dua, them tus nqi tag nrho thiab qhia rau lawv cov phooj ywg.

Cov khoom lag luam feem ntau nug kuv, "Kuv yuav tsum ua dab tsi kom muaj lub suab tshwj xeeb"? Tab sis tsis muaj qauv rau nws, yog tias nws tau theej nws yog qhov tsis txaus ntseeg ntau.

Cov hom lag luam uas muaj kev vam meej hauv DTC tau ua cov hom lag luam ib txwm ua, ua rau cov neeg siv khoom zoo. Cov channel lawv tau nyob yog coincidentally nyob rau hauv vogue thaum lub sij hawm.

Tsim ib lub hom phiaj niaj hnub no nyuaj heev dua li yav dhau los. Lub ntiaj teb tam sim no tsis muaj suab nrov thiab muaj neeg coob coob nrog cov neeg sib tw.

Cov khoom lag luam uas tau ua tiav muag ncaj qha rau cov neeg siv khoom hauv online tam sim no qhib lub khw muag khoom thiab muaj laj thawj zoo: qhov ntawd yog qhov uas cov neeg siv khoom.

Nws tsis yog hais txog lub channel, uas tsuas yog ib pliag hauv lub sijhawm. Nws yog ib txwm hais txog cov lus, cov khoom, cov khoom thiab cov nqi. Thiab qhov ntawd yog qhov uas cov npe, DTC thiab lwm yam, tab tom mus.