Amabali abaphembeleli bokuqina komzimba abanyukele kudumo bahlala bebamba umdla wabantu. Amanani afana noPamela Reif kunye noKim Kardashian abonisa impembelelo ebalulekileyo enokuthi isetyenziswe ngabaphembeleli bokuqina komzimba.
Uhambo lwabo ludlulela ngaphaya kophawu lomntu. Isahluko esilandelayo kumabali abo empumelelo siquka iimpahla zokufaneleka, ishishini elikhulayo eYurophu naseMelika.
Umzekelo, i-Gymshark, i-brand yempahla yokomelela eyaqala ngo-2012 ngumntu oneminyaka eli-19 ubudala othanda ukomelela uBen Francis, yayixabisa i-1.3 yeebhiliyoni zeedola ngaxeshanye. Ngokufanayo, uhlobo lwempahla yeyoga yaseMntla yaseMelika iAlo Yoga, exhaswa ngabaphembeleli kunye nabalandeli babo, yakhe ishishini leempahla zemidlalo ngeentengiso zonyaka ezifikelela kumakhulu ezigidi zeedola. Uninzi lwabaphembeleli bokuqina komzimba eYurophu naseMelika, beqhayisa ngezigidi zabalandeli, basungule ngempumelelo kwaye balawula ezabo iimpahla zemidlalo.
Umzekelo obalulekileyo nguChristian Guzman, umntu oselula ophembelela ukomelela osuka eTexas. Kwiminyaka esibhozo eyadlulayo, walinganisa impumelelo yeGymshark kunye no-Alo ngokwenza ibhrendi yakhe yeempahla zemidlalo- iAlphalete. Ngaphezu kweminyaka esibhozo yelinge lakhe lempahla yokunxiba, ngoku udlule kwi-100 yezigidi zeerandi kwingeniso.
Abaphembeleli bokufaneleka bagqwesa kungekuphela nje ekudalweni komxholo kodwa nakwicandelo lempahla yokufaneleka, ngakumbi kwiimarike zaseYurophu naseMelika.
Isinxibo seAlphalete senzelwe ukulingana nomzimba wabaqeqeshi, sisebenzisa amalaphu alungele uqeqesho lwamandla. Isicwangciso sabo sokuthengisa sibandakanya intsebenziswano kunye neempembelelo zokuqina komzimba, eziye zanceda i-Alphalete ukuba ikhuphe indawo yayo kwimarike yempahla yezemidlalo egcwele abantu.
Emva kokuseka ngempumelelo i-Alphalete kwimarike, uChristian Guzman wabhengeza kwividiyo ye-YouTube ngo-Matshi ukuba uceba ukuphucula i-gym yakhe, i-Alphaland, kwaye aqalise uphawu olutsha lwempahla.
Abaphembeleli bokuqina ngokwendalo banobudlelwane obuqinileyo kwisinxibo sokuqina komzimba, indawo yokuzivocavoca, kunye nokutya okunempilo. Ukukhula okuncomekayo kwengeniso ka-Alphalete ngaphezulu kwe-100 lezigidi zeedola kwiminyaka esibhozo bubungqina bolu nxibelelwano.
Njengezinye iibrendi eziqhutywa ziimpembelelo ezifana neGymshark kunye ne-Alo, i-Alphalete iqale ngokujolisa kubaphulaphuli bempilo ye-niche, ikhuthaza inkcubeko yoluntu enomdla, kunye nokugcina amazinga aphezulu okukhula kumanqanaba ayo okuqala. Bonke baqala njengoosomashishini abaqhelekileyo, abancinci.
Kwabathanda ukomelela, iAlphalete kusenokwenzeka ukuba ligama eliqhelekileyo. Ukusuka kwilogo yentloko yengcuka edumileyo ekusekweni kwayo ukuya kuthotho lweempahla zemidlalo zabasetyhini ezidumileyo kwiminyaka yakutshanje, uAlphalete uzahlule kwimarike ezaliswe sisinxibo soqeqesho esifanayo.
Ukusukela ekusekweni kwayo ngo-2015, indlela yokukhula kwe-Alphalete iye yachukumisa. NgokukaChristian Guzman, ingeniso ye-brand ngoku idlule kwi-100 yezigidi zeedola, kunye notyelelo olungaphezulu kwezigidi ezingama-27 kwiwebhusayithi yalo esemthethweni kulo nyaka uphelileyo, kunye nemidiya yoluntu elandela ukudlula kwi-3 yezigidi.
Eli bali libonisa isipili somseki weGymshark, ebonisa indlela yokukhula eqhelekileyo phakathi kweempawu ezintsha zokuqina komzimba.
Xa uChristian Guzman waseka iAlphalete, wayeneminyaka engama-22 kuphela ubudala, kodwa yayingeloshishini lakhe lokuqala lokurhweba.
Kwiminyaka emithathu ngaphambili, wafumana umvuzo wakhe wokuqala obalulekileyo ngetshaneli yakhe yeYouTube, apho waye wabelana ngeengcebiso zoqeqesho kunye nobomi bemihla ngemihla. Waqala ke ukunika uqeqesho kwi-intanethi kunye nesikhokelo sokutya, wade waqesha umzi-mveliso omncinci eTexas kunye nokuvula indawo yokuzivocavoca.
Ngelixa ijelo likaYouTube likaChristian lalingaphaya kwesigidi sababhalisile, wagqiba ekubeni aqalise ishishini elingaphaya kohlobo lwakhe. Oku kukhokelele ekudalweni kweCGFitness, isandulela seAlphalete. Ngexesha elifanayo, waba ngumzekelo we-brand yokuqina yaseBritane ekhula ngokukhawuleza iGymshark.
Ekhuthazwe yiGymshark kwaye efuna ukuhamba ngaphaya kophawu lobuqu lweCGFitness, uChristian waphinda watshintsha umgca wempahla yakhe waya kwiAlphalete Athletics.
“Impahla yezemidlalo ayiyonkonzo, kodwa yimveliso, kwaye abathengi banokuzenzela ezabo iimpawu,” utshilo uChristian kwipodcast. "I-Alphalete, umdibaniso 'wealpha' kunye 'nembaleki,' ijolise ekukhuthazeni abantu ukuba baphonononge amandla abo, babonelele ngeempahla zemidlalo ezikumgangatho ophezulu kunye nesinxibo semihla ngemihla."
Amabali amashishini eempahla zemidlalo akhethekile kodwa abelana ngengqiqo efanayo: ukudala iimpahla ezingcono zoluntu lwe-niche.
NjengeGymshark, uAlphalete ujolise kubantu abathanda ukomelela abancinci njengabaphulaphuli abaphambili. Ngokusebenzisa isiseko sayo esisisiseko somsebenzisi, uAlphalete urekhode i-150,000 yeedola kwiintengiso kwiiyure ezintathu zokusungulwa kwayo, elawulwa ngelo xesha ngumKristu nje nabazali bakhe. Oku kwaphawula isiqalo sokukhula ngokukhawuleza kwe-Alphalete.
Yamkela iMpahla yokuPhila ngeInfluencer Marketing
Ngokufana nokunyuka kweGymshark kunye nezinye iibrendi ze-DTC, iAlphalete ixhomekeke kakhulu kwiitshaneli ezikwi-intanethi, ikakhulu isebenzisa urhwebo lwe-e-commerce kunye nemidiya yoluntu ukunxibelelana ngokuthe ngqo nabathengi, ngaloo ndlela inciphisa amanyathelo aphakathi. Uphawu lugxininisa ukusebenzisana kwabathengi, uyilo, kunye nokusebenza, ukuqinisekisa ukuba inyathelo ngalinye ukusuka ekudalweni kwemveliso ukuya kwingxelo yentengiso ijongana ngqo nabathengi.
Isinxibo sokufaneleka sika-Alphalete silungiselelwe ngokukodwa kwaye siyilelwe abathanda ukomelela, sinoyilo olumangalisayo oludityaniswa kakuhle nomzimba weembaleki kunye nemibala eqaqambileyo. Isiphumo kukudityaniswa okutsala amehlo kwempahla yokuqina kunye nemizimba efanelekile.
Ngaphaya komgangatho wemveliso, bobabini uAlphalete kunye nomseki wayo, uChristian Guzman, bahlala bevelisa ubutyebi bombhalo kunye nomxholo wevidiyo ukwandisa abaphulaphuli babo. Oku kubandakanya iividiyo zokuzilolonga ezibonisa ubuKristu kwizixhobo ze-Alphalete, izikhokelo zobungakanani obuneenkcukacha, uphononongo lwemveliso, udliwano-ndlebe neembaleki ezixhaswa ngu-Alphalete, kunye namacandelo akhethekileyo athi "A Day in the Life".
Ngelixa umgangatho wemveliso okhethekileyo kunye nomxholo we-intanethi usenza isiseko sempumelelo ye-Alphalete, intsebenziswano neembaleki eziqeqeshekileyo kunye nee-KOLs zokuqina komzimba (IiNkokeli eziPhambili zeNgcaciso) ziphakamisa ngokwenene ukuvelela kophawu.
Ekusungulweni kwayo, uChristian usebenzisane nabaphembeleli bokuqina komzimba kunye nee-KOLs ukwenza umxholo wemidiya yoluntu okhuthaze uphawu kuwo wonke amaqonga afana neYouTube kunye ne-Instagram. NgoNovemba 2017, waqala ukuseka ngokusemthethweni "iqela le-influencer" lika-Alphalete.
Ngaxeshanye, i-Alphalete yandise ukugxila kwayo ukuze iquke iimpahla zabasetyhini. Kudliwano-ndlebe uChristian wathi: “Siphawule ukuba imidlalo iya isiba yifashoni, yaye abafazi bazimisele ngakumbi ukutyala imali kuyo. "Namhlanje, iimpahla zezemidlalo zabasetyhini zingumgca wemveliso ebalulekileyo ye-Alphalete, kunye nabasebenzisi basetyhini banda ukusuka kwi-5% ekuqaleni ukuya kwi-50% ngoku. Ukongezelela, ukuthengiswa kwempahla yabasetyhini ngoku malunga ne-40% yokuthengiswa kweemveliso zethu zizonke."
Ngo-2018, u-Alphalete watyikitya i-influencer yakhe yokuqala yokuqina kwabasetyhini, uGabby Schey, elandelwa zezinye iimbaleki ezidumileyo zabasetyhini kunye neebhlogi zokuqina komzimba ezifana noBela Fernanda kunye noJazzy Pineda. Ecaleni kwezi nzame, uphawu luqhubeka luphucula uyilo lwemveliso yalo kwaye lutyale imali kakhulu kwi-R&D yempahla yabasetyhini. Ukulandela ukuqaliswa ngempumelelo kwee-leggings zezemidlalo ezithandwayo zabasetyhini, uthotho lweMvuselelo, i-Alphalete yazisa eminye imigca efunwayo efana ne-Amplip and Aura.
Njengoko i-Alphalete yandisa "iqela labaphembeleli," ikwabeke phambili ukugcina uluntu oluluqilima lwebrendi. Kwiimpawu zezemidlalo ezivelayo, ukuseka uluntu oluluqilima luyimfuneko ekufumaneni indawo kwimarike yempahla yezemidlalo ekhuphisanayo-imvumelwano phakathi kweempawu ezintsha.
Ukuvala umsantsa phakathi kweevenkile ze-intanethi kunye noluntu olungaxhunyiwe kwi-intanethi kunye nokubonelela abathengi ngamava obuso ngobuso, iqela le-Alphalete lempembelelo yaqala ukhenketho lwehlabathi kwizixeko ezisixhenxe zaseYurophu naseMntla Melika ngo-2017.
Ngowuphi umthengisi wokunxiba weYoga onomgangatho ofanayo noweAlphalete?
Xa ukhangela umboneleli wempahla yokunxiba enomgangatho ofanayoIalphalete, ZIYANG lukhetho olufanele ukuqwalaselwa. Ifumaneka eYiwu, ikomkhulu leemveliso zehlabathi, i-ZIYANG ngumzi-mveliso wokunxiba weyoga ogxile ekudaleni, ekwenziweni, nasekuthengiseni ukunxitywa kweyoga yodidi lokuqala lwemveliso kunye nabathengi. Badibanisa ngaphandle komthungo ubugcisa kunye nokuyila ukuvelisa ukunxiba kweyoga ekumgangatho ophezulu okhululekileyo, osefashonini, kunye nokusebenzayo. Ukuzinikela kukaZIYANG ekugqweseni kubonakala kuko konke ukuthunga ngocoselelo, eqinisekisa ukuba iimveliso zayo zingaphezulu kweyona migangatho iphezulu yoshishino.Qhagamshelana kwangoko
Ixesha lokuposa: Jan-06-2025
