Nyaya dzevanhu vane mukurumbira wekusimbisa muviri dzinogara dzichibata vanhu. Vanhu vakaita saPamela Reif naKim Kardashian vanoratidza kukosha kwesimba revanhu vane simba rekusimbisa muviri.
Rwendo rwavo haruna kungogumira pakugadzira zita remunhu. Chitsauko chinotevera munyaya dzavo dzekubudirira chinosanganisira zvipfeko zvekurovedza muviri, indasitiri iri kukura muEurope nemuAmerica.
Semuenzaniso, Gymshark, kambani yezvekupfeka zvekurovedza muviri yakatanga muna 2012 naBen Francis ane makore gumi nemapfumbamwe ekuberekwa, yaikosha pamadhora mabhiriyoni 1.3 pane imwe nguva. Saizvozvowo, kambani yezvekupfeka zveyoga yekuNorth America inonzi Alo Yoga, ichitsigirwa nevanopa simba nevateveri vavo, yakavaka bhizinesi rezvekupfeka zvemitambo iro rinotengeswa pagore richisvika mazana emamiriyoni emadhora. Vanhu vakawanda vane simba rezvekupfeka muEurope neAmerica, vachizvikudza nemamiriyoni evateveri, vakabudirira kutanga nekutarisira zvigadzirwa zvavo zvezvekupfeka zvemitambo.
Muenzaniso unozivikanwa ndiChristian Guzman, wechidiki ane mukurumbira pakurovedza muviri anobva kuTexas. Makore masere apfuura, akatevedzera kubudirira kwaGymshark naAlo nekugadzira kambani yake yezvipfeko zvemitambo - Alphalete. Mumakore masere ebhizinesi rake rezvipfeko zvekurovedza muviri, iye zvino awana mari inodarika $100 miriyoni.
Vanhu vane simba pakugwinya kwemuviri vanobudirira kwete chete mukugadzira zviri mukati asiwo muchikamu chezvipfeko zvekugwinya kwemuviri, kunyanya mumisika yeEurope neAmerica.
Zvipfeko zvaAlphalete zvakagadzirirwa kuti zvikwane muviri wevaya vanorovedza muviri, vachishandisa machira akakodzera kurovedza muviri. Maitiro avo ekushambadzira anosanganisira kushanda pamwe chete nevanhu vane simba rekusimbisa muviri, izvo zvakabatsira Alphalete kuzviwanira nzvimbo yayo mumusika wezvipfeko zvemitambo wakazara nevanhu.
Mushure mekubudirira kusimbisa Alphalete mumusika, Christian Guzman akazivisa muvhidhiyo yeYouTube munaKurume kuti anoronga kuvandudza gym yake, Alphaland, uye kutanga kambani itsva yezvipfeko.
Vanhu vane simba pakugwinya vane hukama hwakasimba nezvipfeko zvekugwinya, magym, uye chikafu chine hutano. Kukura kwemari yaAlphalete inodarika mamiriyoni zana emadhora mumakore masere humbowo hwehukama uhwu.
Kufanana nedzimwe mhando dzinotungamirirwa nevanhu vane simba dzakadai seGymshark neAlo, Alphalete yakatanga nekutarisa kune vanhu vane hunyanzvi hwekurovedza muviri, ichikurudzira tsika dzenharaunda dzine chido, uye ichichengetedza kukura kwakanyanya pakutanga kwayo. Vese vakatanga vari vanhuwo zvavo, vechidiki vane mabhizinesi.
Kune vanoda zvekurovedza muviri, Alphalete ingangove izita rinozivikanwa. Kubva pachiratidzo chayo chemusoro wemhumhi chakazivikanwa pakutanga kwayo kusvika kumitambo yevakadzi yeAmplify series yakakurumbira mumakore achangopfuura, Alphalete yakazvisiyanisa nevamwe mumusika wakazadzwa nembatya dzekudzidzira dzakafanana.
Kubva payakavambwa muna 2015, kukura kweAlphalete kwave kunoshamisa. Sekureva kwaChristian Guzman, mari inowanikwa nekambani iyi yadarika $100 miriyoni, nevanodarika mamiriyoni makumi maviri nemanomwe vakashanyira webhusaiti yayo yepamutemo gore rapera, uye vanhu vanopfuura mamiriyoni matatu vakashanyira social media.
Nyaya iyi yakafanana neyemuvambi weGymshark, ichiratidza kukura kwakafanana pakati pemakambani matsva ane simba rekusimbisa muviri.
Christian Guzman paakatanga Alphalete, aingova nemakore makumi maviri nemaviri chete, asi yakanga isiri yekutanga kwake kuita bhizinesi.
Makore matatu apfuura, akawana mari yake yekutanga yakakosha kuburikidza neYouTube channel yake, kwaakagovana mazano ekudzidzira uye mararamiro ezuva nezuva. Akabva atanga kupa online kudzidziswa uye mazano ekudya, achitorenda fekitori diki muTexas uye achivhura gym.
Panguva iyo chiteshi cheYouTube chaChristian chakanga chadarika mamiriyoni evanhu vainyoresa, akasarudza kutanga bhizinesi rinopfuura zita rake. Izvi zvakaita kuti pave neCGFitness, iyo yakatangira Alphalete. Panguva imwe chete iyoyo, akava muenzaniso wekambani yekurovedza muviri yeGymshark yekuBritain yaikura nekukurumidza.
Akafuridzirwa naGymshark uye achida kupfuura zita reCGFitness, Christian akachinja zita rembatya dzake kuita Alphalete Athletics.
"Zvipfeko zvemitambo hazvisi zvebasa, asi chigadzirwa, uye vatengi vanogonawo kugadzira mabrandi avo," akadaro Christian mupodcast. "Alphalete, musanganiswa we'alpha' ne'mutambi,' ine chinangwa chekukurudzira vanhu kuti vaongorore kugona kwavo, vachipa zvipfeko zvemitambo zvine hunyanzvi uye zvipfeko zvemazuva ese zvine fashoni."
Nyaya dzemabhizinesi emakambani ezvipfeko zvemitambo dzakasiyana asi dzine pfungwa imwe chete: kugadzira zvipfeko zviri nani kune nharaunda dzisina basa.
Kufanana neGymshark, Alphalete yainyanya kutarisa vechidiki vanofarira zvekurovedza muviri sevanhu vanonyanya kuifarira. Nekushandisa vashandisi vayo, Alphalete yakawana $150,000 mukutengesa mukati memaawa matatu kubva payakatanga, iyo yaitungamirirwa naChristian nevabereki vake panguva iyoyo. Izvi zvakaratidza kutanga kwekukura kwaAlphalete nekukurumidza.
Gamuchira zvipfeko zvekusimba muviri nekushambadzira kwevanopesvedzera
Kufanana nekukwira kweGymshark nedzimwe mhando dzeDTC, Alphalete inonyanya kuvimba nenzira dzepamhepo, kunyanya ichishandisa e-commerce uye social media kuti ibatane zvakananga nevatengi, nokudaro ichideredza matanho ari pakati nepakati. Mhando iyi inosimbisa kudyidzana kwevatengi, dhizaini, uye mashandiro, ichiva nechokwadi chekuti nhanho yega yega kubva pakugadzirwa kwechigadzirwa kusvika pamhinduro dzemusika inotarisa zvakananga kune vatengi.
Zvipfeko zveAlphalete zvekusimba muviri zvakagadzirirwa vanhu vanofarira zvekusimba muviri, zvine magadzirirwo anoyevedza anoenderana zvakanaka nemuviri wemitambo uye mavara akajeka. Izvi zvinova musanganiswa unokwezva wezvipfeko zvekusimba muviri uye miviri yakagwinya.
Kupfuura kunaka kwechigadzirwa, Alphalete nemuvambi wayo, Christian Guzman, vanogara vachigadzira zvinyorwa zvakawanda nemavhidhiyo kuti vawedzere vateereri vavo. Izvi zvinosanganisira mavhidhiyo ekurovedza muviri ane zvishandiso zveChristian in Alphalete, nhungamiro dzakadzama dzehukuru, ongororo yezvigadzirwa, kubvunzurudzwa nevatambi vanotsigirwa neAlphalete, uye zvikamu zvakakosha zve "A Day in the Life".
Kunyange zvazvo mhando yepamusoro yechigadzirwa uye zvirimo paindaneti zvichiva hwaro hwekubudirira kwaAlphalete, kushanda pamwe chete nevatambi vane hunyanzvi uye vekurovedza muviri KOLs (Key Opinion Leaders) zvinosimudzira mukurumbira wekambani iyi.
Payakatangwa, Christian akashanda pamwe chete nevanokurudzira zvekurovedza muviri pamwe neveKOLs kugadzira zvemukati pasocial media zvaisimudzira kambani iyi pamapuratifomu akaita seYouTube neInstagram. Muna Mbudzi 2017, akatanga kuumba "chikwata chekukurudzira" chaAlphalete zviri pamutemo.
Panguva imwe chete, Alphalete yakawedzera kutarisisa kwayo kuti isanganisire zvipfeko zvevakadzi. "Takaona kuti mitambo yekutamba iri kuva fashoni, uye vakadzi vanoda kuisa mari mairi," akadaro Christian mubvunzurudzo. "Nhasi, zvipfeko zvemitambo zvevakadzi chinhu chakakosha paAlphalete, nevashandisi vechikadzi vari kuwedzera kubva pa5% pakutanga kusvika pa50% izvozvi. Pamusoro pezvo, kutengeswa kwezvipfeko zvevakadzi ikozvino kwave kuda kusvika 40% yezvigadzirwa zvedu zvese."
Muna 2018, Alphalete yakasaina Gabby Schey, uyo akatanga kuumba hunyanzvi hwevakadzi, achiteverwa nevamwe vatambi vechikadzi vane mukurumbira uye mablog ezvekurovedza muviri vakaita saBela Fernanda naJazzy Pineda. Pamwe chete nekuedza uku, kambani iyi yakaramba ichivandudza magadzirirwo ezvigadzirwa zvayo uye yakaisa mari yakawanda muR&D yezvipfeko zvevakadzi. Mushure mekuburitswa kwemitambo yevakadzi yakakurumbira, iyo Revival series, Alphalete yakaunza mimwe mitambo yaidiwa zvikuru yakaita seAmplify naAura.
Sezvo Alphalete yakawedzera "chikwata chayo chevanopesvedzera," yakaisawo pamberi kuchengetedza nharaunda yakasimba yezvigadzirwa zvemitambo. Kune makambani matsva emitambo, kugadzira nharaunda yakasimba yezvigadzirwa zvemitambo kwakakosha kuti uwane nzvimbo mumusika wezvipfeko zvemitambo zvinokwikwidzana—kubvumirana pakati pemakambani matsva.
Kuti vagadzire musiyano uripo pakati pezvitoro zvepamhepo nenzvimbo dzisingatengeswi neindaneti uye kupa vatengi ruzivo rwekuonana chiso nechiso, timu yeAlphalete ine simba yakatanga rwendo rwepasi rose mumaguta manomwe muEurope neNorth America muna 2017. Kunyangwe rwendo urwu rwegore negore ruchishanda sezviitiko zvekutengesa kusvika pamwero wakati, zvese kambani iyi nevashandisi vayo vanonyanya kutarisa pakuvaka nharaunda, kugadzira mukurumbira pasocial media, uye kukurudzira kuvimbika kwekambani.
Ndeupi mutengesi wezvipfeko zveYoga ane hunhu hwakafanana nehweAlphalete?
Kana uchitsvaga mutengesi wezvipfeko zvekurovedza muviri ane mhando yakafanana neyeArufabhetiZIYANG isarudzo yakakodzera kufungwa nezvayo. Iri muYiwu, guta guru rezvigadzirwa zvepasi rose, ZIYANG ifekitori yehunyanzvi hwekugadzira, kugadzira, uye kutengesa zvipfeko zveyoga zvemhando yepamusoro zvemabrandi nevatengi vepasi rose. Vanobatanidza hunyanzvi nehunyanzvi kuti vagadzire zvipfeko zveyoga zvemhando yepamusoro zvinonyaradza, zvine mafashoni, uye zvinoshanda. Kuzvipira kweZIYANG kune kugona kunoratidzwa mukusona kwega kwega kwakanyatsonaka, kuve nechokwadi chekuti zvigadzirwa zvayo zvinopfuura mwero wepamusoro weindasitiri.Bata nekukasika
Nguva yekutumira: Ndira-06-2025
