Matsenga Otsatsa a Chanel: Njira 9 Zopambana Zopambana

Chanel ndiyotchuka kwambiri chifukwa cha zovala zake zopanga, zonunkhiritsa zapadera, komanso mwaluso kwambiri,

Kampaniyo idakhazikitsidwa mu 1910 ndi wojambula waku France, Coco Chanel, ndipo m'zaka zapitazi idakulitsa kufikira kwake, ndikuzindikirika padziko lonse lapansi komanso ndalama zokwana $15.3 biliyoni. 

Chanel imalimbikitsa kusakanikirana kwapadera kwamakono, chikhalidwe, ndi zaluso kudzera m'magulu ake a Haute Couture ndi njira zotsatsa.

Ndichifukwa chake, ngakhale ali ndi zaka zopitilira 100, zogulitsa zake zimasilirabe ndipo zimafunikira nthawi zonse.

M'nkhaniyi, ndikugawana njira zotsatsa zomwe Chanel adagwiritsa ntchito poyamba kuti akhale chizindikiro chodziwika bwino ndikuzigwiritsabe ntchito kuti asunge momwe zinthu ziliri.  

Njira zotsatsira izi zitha kukuthandizani kumvetsetsa chinthu chofunikira chomwe chimapangitsa kuti mtundu wanu ukhale wabwino. 

Tiyeni tiwafufuze!

1. Umunthu Wamtundu

Chimodzi mwazinthu zodziwika bwino zomwe mungapeze m'makampani ambiri amitundu yambiri ndi kutsatsa kwamphamvu.

Mabizinesi ochita bwino amayika gawo lalikulu lazinthu zawo podziwika ndi kampani komanso mtundu wawo, kuti athe kulumikizana mosavuta ndi ogula ndikupeza kukhulupirika kwawo.

Chanel imakhalanso ndi mawonekedwe ofanana. Chidziwitso chamakampani, mitu yotsatsa, ndi mauthenga amtundu; onse ali ndi mikhalidwe ina imene imachititsa kuti munthu adzimva ngati mkazi, wapamwamba, ndi wopirira.

Yang'anani kapangidwe ka logo. 

Chizindikiro cha Cs cholumikizidwa cha Chanel chikhoza kuyimira Coco Chanel, koma mtunduwo umapereka mawonekedwe osatha, ndipo mawonekedwe ocheperako amatanthawuza kuchitapo kanthu komanso kupita patsogolo. 

Chizindikiro chamakampani chokha chimafotokoza mwachidule zomwe Coco Chanel amafunikira, mwachitsanzo, Mwanaalirenji ayenera kukhala womasuka, apo ayi, si mwanaalirenji.

Mupeza umboni wakuyika kwa Chanel mu zake mapangidwe azinthu komanso. Zina mwazinthu zomwe zimagulidwa kwambiri, monga chikwama chake cha 2.55 flap ndi jekete za Tweed, zimawonetsa masitayelo owoneka bwino koma osavuta.

Tengera kwina

Kudziwika kwanu kumapangitsa kuti malonda anu adziwike kwa inu nthawi yomweyo cholinga cha omvera ndikukweza mtengo wawo wamsika.

Makhalidwe amtundu wanu, kumbali ina, amakusiyanitsani ndi omwe akupikisana nawo ndipo amakuthandizani kulimbikitsa ubale wamakasitomala.

Limbikitsani zonse ziwiri kuti mupange kuti mupange mtundu wamphamvu.

2. Zosintha zosintha

Pamene Coco Chanel adatsegula sitolo yake kumayambiriro kwa zaka makumi asanu ndi anayi, adayamba ndi zipewa zosavuta.

Anathera nthawi yambiri ndi khama popanga bizinesi yake, kuphatikizapo mlongo wake kuti akweze zipewa zake.

Ngakhale kuti malo ogulitsa mphero a Coco Chanel akupanga ndalama zabwino, zomwe zidamupatsa kutchuka nthawi yomweyo zomwe zidapangitsa kuti Chanel apangidwe, zinali zosintha zake.

Zovala zake za jeresi zinali zoyamba mwazinthu zambiri zomwe zimalola CC kulowa kumtunda wapamwamba.

Adadziwidwa ndi zonunkhiritsa zake zapakale, adasewera ndi suti zake za Tweed, ndipo adapanga zosintha. kavalidwe kakang'ono kakang'ono.

Ndi mapangidwe ake apachiyambi, adawongolera makampani opanga mafashoni kuti asamangovala ma corsets kupita kumavalidwe abwino. 

Chowunikira cha Chanel chomwe chidapezedwa kudzera mu mapangidwe a CC chidapangitsa kampaniyo kukulitsa bizinesi yake.

Pang'onopang'ono, Chanel adasamukira kumadera ena, ndikuwonjezera zinthu zambiri pazosonkhanitsa, chaka chilichonse.

Ngakhale Chanel tsopano ndi yotchuka chifukwa cha zovala zake zamakono ndi zowonjezera, kupambana kwake kumavomerezedwa ndi mapangidwe ake oyambirira. 

Tengera kwina

Kupanga zinthu zatsopano ndi njira yotsimikizika yokopa chidwi cha omvera ndikukulitsa bizinesi yanu pamsika wodzaza. 

Anthu ambiri amakana kusintha, koma ambiri amakhala ndi chidwi chofuna kuyesa zinthu zatsopano. 

3. Malonda Ochepa

Chanel imagulitsa zinthu zake padziko lonse lapansi, koma, chodabwitsa, ili ndi malo ogulitsira 310 okha padziko lonse lapansi.

Yakhazikitsanso sitolo yake m'malo ena ndipo imatulutsa zinthu zochepa chaka chilichonse.

Pamwamba pa izo, posachedwa idayambitsa dongosolo la magawo, pomwe anthu amatha kugula zinthu zingapo pachaka.

Njira yogawira iyi sikuti imangochepetsa kuchuluka kwa phazi la Chanel komanso kumapangitsa kuti zogula zikhale zovuta kwa anthu omwe sakonda kugula pa intaneti.

Ndipo komabe, Chanel akuwoneka kuti akuyang'ana kwambiri njira imeneyi, chaka chilichonse.

Mukuganiza kuti Chanel akufuna kukwaniritsa chiyani?

Kusowa kwa katundu. 

Ngakhale njira yogawa ya Chanel imachepetsa makasitomala ake, sizikhudza kwenikweni mfundo yake.

Popanga kusowa kwazinthu ndikupereka mwayi wapadera wogula kwa makasitomala ake, Chanel imakulitsa mtengo wake womwe umadziwika, ndipo, pamapeto pake, mitengo yake.

Ichi ndichifukwa chake zinthu za Chanel nthawi zambiri zimagulitsidwa ngakhale zili ndi manambala a manambala anayi mpaka asanu omwe amaphatikizidwa.

Chikwama cha Chanel kugulitsa ndi chitsanzo chapamwamba.

Chaka chatha, mtengo wa chikwama cha Chanel chowoneka bwino chawonjezeka kawiri pachaka chimodzi, komabe kufunikira kwake kumakhalabe kolimba.

Tengera kwina

Kutsatsa kwa Scarcity ndi njira yabwino yogawa yomwe ma brand apamwamba amagwiritsa ntchito kuti apititse patsogolo kukhudzika kwawo.

Zimawathandiza kukopa chidwi cha omvera awo ndikuwonjezera ma tag okwera mtengo pazinthuzo.

Gwiritsani ntchito njira imeneyi kuti malonda anu awoneke ngati apamwamba komanso apamwamba.

4. Masitayilo Osayina

Chanel imadziwika kuti Chanel N ° 5 Perfume.

Kampaniyo ili ndi zonunkhiritsa zopitilira 136 m'gulu lake komanso zinthu zina zambiri zogulitsidwa kwambiri m'magulu ena, komabe anthu nthawi zambiri amaphatikiza Chanel ndi zonunkhira zake zosatha N ° 5.

Chifukwa chiyani? Chifukwa ndi chizindikiro cha Chanel.

Kupambana kwa bizinesi iliyonse makamaka kumadalira kuchuluka kwa kasungidwe. Kupeza makasitomala atsopano ndikokwera mtengo koma kosavuta.

Ndikusunga ogula omwe amakhudza kwambiri malonda akampani.

Chanel imasunga makasitomala ake okhulupirika kudzera muzolemba zake.

N ° 5 ndi imodzi mwazinthu zoyambirira za Chanel zomwe CC idayambitsa mu 1921 mothandizidwa ndi wopanga zonunkhiritsa yemwe anali wotchuka panthawiyo Ernest Beaux.

Botolo lidayamba kutchuka chifukwa cha fungo lake lapadera. Pambuyo pake, idakhala chizindikiro cha Chanel.

Zosiyanasiyana zingapo za N ° 5 zatulutsidwa kuyambira pamenepo, koma Chanel adasunga choyambirira m'gulu lake.

Mpaka pano, pafupifupi 10 miliyoni yoyambirira ya N°5 imagulitsidwa chaka chilichonse.

Tengera kwina

Zogulitsa siginecha zimakulitsa kudalirika kwa mtundu wanu. 

Amapatsa ogula anu chidziwitso chodziwika bwino komanso chitonthozo, ndikuwalimbikitsa kuti abwerere ku mtundu womwewo ndikugula zomwezo mobwerezabwereza.   

Chodabwitsa kwambiri, simuyenera kukhala mtundu wapamwamba kuti mupange zinthu zosayina.

Matani amtundu wa ogula amatsata mfundo yomweyi kuti asunge zoyambira - Ganizirani Ma Cookies a Danisa Butter-pafupifupi aliyense amadziwa ma signature ake abuluu.

5. Zolimbikitsa Anthu Otchuka

Kusokoneza maganizo ndiye njira yolimbikitsira ya Chanel. Zimalola kuti ziwonjezeke mawonekedwe amtundu pamene zikusunga fano lake ngati nyumba ya mafashoni apamwamba.

Coco Chanel adathandizira zovomerezeka kuyambira pachiyambi kuti adziwike ndi kukopa makasitomala atsopano.

Pambuyo pa imfa yake, Alain Wertheimer adayambiranso komwe adasiya ndikuchita nawo anthu otchuka monga Marilyn Monroe ndi Audrey Tautou kuti amuvomereze.

Ojambula ena odziwika bwino a mndandanda wa A adakondwera ndi udindo wa kazembe wa mtundu wa Chanel, ndipo mayina angapo otchuka monga Nichole Kidman ndi Penelope Cruz adawonetsedwa pazotsatsa. 

Chanel amasankha mabwenzi malinga ndi kayendetsedwe kawo ka ntchito ndikutengera mbiri yawo yomwe ikukwera kuti adziwe zambiri.

Chitsanzo chabwino cha Chanel Kutsatsa Ndi mgwirizano womwe adapanga ndi Whiney Peak chifukwa cha gawo lake mu mndandanda wotchuka wa Netflix "The Gossip Girls" kuti agwirizane ndi omwe amamukonda.

Tengera kwina

Osonkhezera ndi ojambula nthawi zambiri amawonekera pa nkhani ndi chikhalidwe TV.

Chilichonse chomwe amavala chimawunikidwa ndikukambidwa mwatsatanetsatane, zomwe zimawapangitsa kukhala gwero lalikulu lachidziwitso chamtundu.

Mutha kugwiritsa ntchito kutsatsa kwa influencer kubweretsa mtundu wanu kutsogolo ndi pakati. Atha kukhala malo okwera mtengo otsatsa, koma atha kukuthandizani kuti mukhale odalirika mwachangu.

6. Njira Yotsatsira

Msika wa Chanel womwe umayang'ana makamaka umapangidwa ndi anthu omwe amayenda m'magulu apamwamba.

Kuti asandutse makasitomala okhulupilika, imasankha malo ochezera monga malo ochezera ndipo nthawi ndi nthawi imayendetsa zochitika zotsatsira mwachinsinsi.

Chimodzi mwazinthu zazikulu zotsatsa malonda ake ndi chiwonetsero cha mafashoni. Chanel imayika ndalama mamiliyoni muzochitika zake zowonetserako zotsatsa komanso zotsatsa. 

Chodabwitsa ndichakuti zochitika izi sizimangopereka zotsatsa komanso thandizani Chanel kutumiza mauthenga oyenera kwa munthu woyenera panthawi yoyenera. 

Mwachitsanzo, taganizirani mmene chuma chalili chaposachedwapa. 

Mu 2020, pomwe opikisana nawo adakonza zochepetsera ndalama, Chanel adawononga $ 1.36 biliyoni pazowonetsa mafashoni. 

Lingaliro lake linali loyang'ana kwambiri zomwe makasitomala adakumana nazo pomwe nthawi imodzi ndikuchotsa mphekesera zomwe zikuyandama za kulandidwa kwake.

Zochitika zachinsinsi zidapangitsanso Chanel kukhalabe yodzipatula ndikupewa kutembenukira kumayendedwe a digito kuti agulitse.

Tengera kwina

Kuti mupange njira yabwino yotsatsira, muyenera kuzindikira malo omwe angakuthandizeni kupereka uthenga wamtundu wanu molondola komanso kukopa omvera oyenera. 

Ngati bizinesi yanu imadalira maumboni, gwiritsani ntchito chuma chanu pa mawu otumizira malonda.

Ngati sitolo yanu ili pa intaneti, sungani ndalama zambiri pazotsatsa za digito ndikusindikiza.

7. Digital Media

Chanel nthawi zambiri sadalira nsanja za e-commerce zogulitsa, makamaka kuti asunge yekha komanso kukopa.

Koma sizinayimitse Chanel kugwiritsa ntchito mphamvu zama media a digito kuti awonjezere mayendedwe ake a digito.

Mtunduwu wapeza otsatira 89.1 miliyoni padziko lonse lapansi ndi zolemba zapa TV ndi makanema a YouTube. Imakhalabe pamaso pa anthu kudzera muzojambula za digito kuti anthu azikhala ndi chidwi komanso kusangalala ndi zinthu zake.

Kuti mumvetse momwe Chanel amapindulira ndi malo ochezera a pa Intaneti, ndiloleni ndifotokoze mwachidule ndi chitsanzo ichi.

Ngati mumakonda mafashoni, Chanel posachedwapa adayambitsa Tee yoyera m'gulu lake latsopano la maulendo apanyanja, lomwe lili ndi mayendedwe othamanga komanso galimoto yamasewera.

Zinafika poyipa pazama TV pambuyo poti wolimbikitsa wa TikTok adayika kanema akudziyika mu T-sheti ya F1.

T-shetiyi idakhalanso mutu wotsutsana chifukwa chamtengo wake wogulitsa $4,450, zomwe zidapangitsa kuti anthu azikondana kwambiri pazama TV.

Cholemba choyambirira chokha chidalandira mawonedwe a 2.3 miliyoni, kotero mutha kulingalira kuchuluka kwa T-sheti yoyera ya Chanel idathandizira pamtengo wamsika wonse.

Tengera kwina

Digital media imapereka mwayi wambiri wotsatsa. 

Pogwiritsa ntchito makampeni apaintaneti, njira zotsatsira, ndi maubwenzi olimbikitsa, mutha kupangitsa kuti mtundu wanu ukhale wowoneka bwino komanso wofunikira.

8. Utumiki Wamakasitomala

Chanel imapereka mwayi wogula mwapadera kudzera mu chisamaliro chamakasitomala ndi ntchito zogulitsa pambuyo pogulitsa kuti zinthu zake zimve ngati ndalama m'malo mongowononga ndalama.

Monga mtundu wopanga, cholinga chachikulu cha Chanel ndikugulitsa zinthu zapamwamba kwa ogula.

Imayang'ana kwambiri kulera ndi kulimbikitsa ubale wake kudzera pa kasitomala wake kuti akwaniritse cholinga ichi.

Chifukwa china chothandizira makasitomala a Chanel ndi makasitomala ake. Magalimoto ambiri a boutique ake amakhala ogula osankhika komanso alendo ochokera kumayiko ena.

Kuti asangalatse unyinji wotero, Chanel imayesetsa kwambiri pothandizira makasitomala, kotero ogula amatha kukhala ndi mwayi wogula.

Makasitomala oyambira nthawi zambiri amapita kukayendera masitolo a Chanel kuti akasangalale ndi sitolo.

Tengera kwina

Kutsatsa kwamakasitomala ndi njira yanu yotsatsira mwachindunji, zomwe zikutanthauza kuti zimakhudza kwambiri chithunzi chamtundu wanu komanso kuchuluka kwa kasungidwe.

Pogwiritsa ntchito njira yanu yopezera makasitomala, mutha kuwonjezera kukhutira kwa ogula ndikupanga malingaliro ochulukirapo kasanu.

9. Kuyika Kwamtundu

Chanel wakhala mu makampani opanga mafashoni kwa zaka zoposa 100 ndi kupambana kwakukulu.

Ndi nthawi yayitali kwambiri kuti bizinesi iliyonse ikhalebe ndi moyo osasiya kusunga ndalama.

Koma ngakhale pali mpikisano woopsa komanso kuchuluka kwa msika, Chanel akadali m'modzi mwamakampani otsogola padziko lonse lapansi.

Bwanji?

Kuyika kwamtundu wanzeru.

Ubwino wampikisano wa Chanel ndikudzipatula.

Imagwiritsa ntchito kusowa kwazinthu, njira zamitengo, ndi malo ogulitsa kuti apangitse chidwi chodzipatula, pomwe imakumbatira cholowa chake cha ku France kuti apange lingaliro lina la mtunduwo m'malingaliro a omvera.

Njira iyi yalola Chanel kuti adziwonetse yekha ngati mtundu wamtengo wapatali pamsika wapadziko lonse lapansi ndikuwongolera bwino azimayi a haut monde.

Chitsanzo chabwino kwambiri cha mawonekedwe amphamvu a Chanel ndi lingaliro lake laposachedwa lokhazikitsa malo ogulitsira achinsinsi kwa makasitomala a VIP, omwe amatha kupezeka kudzera pakuyitanidwa kokha.

Malo ogulitsira achinsinsi awa achepetsa kuchuluka kwa makasitomala atsopano ndikuchepetsa kuchuluka kwa zogula, koma alimbitsa mbiri ya Chanel ndikuwonjezera mtengo wake wamsika.

Tengera kwina

Kuyika chizindikiro ndi njira yamphamvu yoperekera kampani yanu kwa makasitomala momwe mukufunira. Zimakuthandizani kudzipatula ndikukopa omvera omwe mukufuna.

Chanel imagwiritsa ntchito kusakanikirana kwake kotsatsa kuti iwoneke ngati mtundu wachikazi komanso wapadera. Mutha kugwiritsa ntchito zida zomwezo kuti mupange malingaliro abwino amtundu wanu.

Mawu Final

Pazamalonda, pali zinthu zingapo zomwe zimathandizira kuti Chanel apambane.  

Imadzisiyanitsa ndi ena ogulitsa mafashoni apamwamba kudzera m'mawonekedwe amtundu, imakopa ogula pogwiritsa ntchito zotsatsa, ndipo imapeza chikhutiro chamakasitomala kudzera muzogula zanu.

Kuphatikiza apo, imagwiritsa ntchito mbiri ya anthu otchuka kuti atchuke kwambiri komanso kukwezedwa kwazinthu.

Mwachidule, mphamvu yayikulu ya Chanel ndikulingalira kwanthawi yayitali. 

Monga CEO wa Chanel, Leena Nair anatero, "Tikufuna kuwonetsetsa kuti nyumba yathu yodziwika bwino yazaka 100 ikupitilizabe kukhala cholimbikitsa kwa zaka 100 zikubwerazi. Tikufuna kukhala patsogolo pa khonde. ”