Amabali abantu abanefuthe kwimpilo yengqondo abaye baduma ahlala ebatsala umdla wabantu. Abantu abafana noPamela Reif noKim Kardashian babonisa impembelelo ebalulekileyo abantu abanefuthe kwimpilo yengqondo abanokuyiba nayo.
Uhambo lwabo ludlulela ngaphaya kokubonakalisa uphawu lwabo. Isahluko esilandelayo kumabali abo empumelelo siquka iimpahla zokomelela, ishishini elikhulayo eYurophu naseMelika.
Umzekelo, iGymshark, uphawu lwempahla yokomelela umzimba olwaqalwa ngo-2012 nguBen Francis oneminyaka eli-19 ubudala, owayethanda ukomelela umzimba, yayixabisa i-$1.3 yeebhiliyoni ngexesha elinye. Ngokufanayo, uphawu lwempahla yokomelela umzimba lwaseMntla Melika iAlo Yoga, oluxhaswa ngabantu abanefuthe kunye nabalandeli babo, lwakhe ishishini lempahla yezemidlalo elineentengiso zonyaka ezifikelela kumakhulu ezigidi zeerandi. Abantu abaninzi abanefuthe lokomelela emzimbeni eYurophu naseMelika, abazizigidi zabalandeli, baye baqalisa kwaye balawula ngempumelelo iimpawu zabo zempahla yezemidlalo.
Umzekelo ophawulekayo nguChristian Guzman, umntu oselula onefuthe kwezomzimba waseTexas. Kwiminyaka esibhozo eyadlulayo, walingisa impumelelo kaGymshark no-Alo ngokudala uphawu lwakhe lwempahla yezemidlalo - iAlphalete. Kwiminyaka esibhozo yeshishini lakhe lempahla yokomelela, ngoku udlule kwi-100 yezigidi zeerandi kwingeniso.
Abantu abanefuthe kwimpilo entle bagqwesile kungekuphela nje ekudalweni komxholo kodwa nakwicandelo lempahla yokomelela, ngakumbi kwiimarike zaseYurophu naseMelika.
Iimpahla zika-Alphalete zenzelwe ukulingana nomzimba wabaqeqeshi, zisebenzisa amalaphu afanelekileyo kuqeqesho lokuqina. Icebo labo lokuthengisa libandakanya intsebenziswano nabantu abanefuthe kwimpilo, nto leyo encede u-Alphalete ukuba azakhele indawo yakhe kwimarike yempahla yezemidlalo enabantu abaninzi.
Emva kokuseka ngempumelelo iAlphalete kwimarike, uChristian Guzman wabhengeza kwividiyo yeYouTube ngoMatshi ukuba uceba ukuphucula indawo yakhe yokuzilolonga, iAlphaland, aze aqalise uphawu olutsha lwempahla.
Abantu abanefuthe kwimpilo yengqondo ngokwendalo banobudlelwane obuqinileyo nempahla yokomelela, iijimu, kunye nokutya okunempilo. Ukukhula kwengeniso okumangalisayo kwe-Alphalete okungaphezulu kwe-100 yezigidi zeerandi kwiminyaka esibhozo bubungqina bolu nxibelelwano.
Njengezinye iimpawu eziqhutywa ngabantu abanempembelelo ezifana neGymshark kunye ne-Alo, i-Alphalete yaqala ngokujolisa kubaphulaphuli abakhethekileyo bokuzilolonga, yakhuthaza inkcubeko yoluntu enomdla, kwaye yagcina amazinga okukhula aphezulu kwinqanaba layo lokuqala. Bonke baqala njengoosomashishini abaqhelekileyo, abaselula.
Kwabo bathanda ukuzilolonga, i-Alphalete kusenokwenzeka ukuba ligama eliqhelekileyo. Ukususela kwilogo yayo edumileyo yentloko ye-wolf ekuqaleni kwayo ukuya kuthotho lwemidlalo yabasetyhini i-Amplify kwiminyaka yakutshanje, i-Alphalete iye yazibalula kwimarike egcwele iimpahla zoqeqesho ezifanayo.
Ukusukela oko yasekwa ngo-2015, indlela yokukhula kwe-Alphalete ibimangalisa. Ngokutsho kukaChristian Guzman, ingeniso yale nkampani ngoku idlule kwi-100 yezigidi zeerandi, kunye nokutyelela ngaphezulu kwezigidi ezingama-27 kwiwebhusayithi yayo esemthethweni kunyaka ophelileyo, kwaye i-social media ilandele ngaphezulu kwezigidi ezi-3.
Le ngxelo ifana neyomsunguli weGymshark, ibonisa indlela efanayo yokukhula phakathi kweempawu ezintsha eziphembelela impilo entle.
Xa uChristian Guzman waseka iAlphalete, wayeneminyaka engama-22 kuphela ubudala, kodwa yayingelo shishini lakhe lokuqala loshishino.
Kwiminyaka emithathu eyadlulayo, wafumana umvuzo wakhe wokuqala obalulekileyo ngetshaneli yakhe yeYouTube, apho wabelana khona ngeengcebiso zoqeqesho kunye nobomi bemihla ngemihla. Emva koko waqala ukubonelela ngoqeqesho olukwi-intanethi kunye nesikhokelo sokutya, wade waqesha umzi-mveliso omncinci eTexas waza wavula nejimu.
Ngexesha itshaneli kaChristian yeYouTube yayisele idlule kwisigidi sababhalisi, wagqiba ekubeni aqalise ishishini elingaphaya kwebhrendi yakhe. Oku kwakhokelela ekudalweni kweCGFitness, eyandulela iAlphalete. Malunga nelo xesha linye, waba yimodeli yebhrendi yokuqina yomzimba yaseBritane eyayikhula ngokukhawuleza iGymshark.
Ephefumlelwe yiGymshark kwaye efuna ukudlulela ngaphaya kophawu lomntu lweCGFitness, uChristian watshintsha igama lakhe lempahla laba yiAlphalete Athletics.
“Iimpahla zemidlalo aziyonkonzo, kodwa yimveliso, kwaye abathengi banokwenza iimpawu zabo,” utshilo uChristian kwi-podcast. “I-Alphalete, umxube we-'alpha' kunye 'nomdlali wezemidlalo,' ijolise ekukhuthazeni abantu ukuba bahlole amandla abo, bebonelela ngempahla zemidlalo esebenzayo kakhulu kunye nempahla yemihla ngemihla enesitayile.”
Amabali oshishino eemveliso zezemidlalo ahlukile kodwa anengqiqo efanayo: ukudala impahla engcono kuluntu olukhethekileyo.
NjengoGymshark, i-Alphalete yayijolise kubathandi bezomzimba abaselula njengabaphulaphuli bayo abaphambili. Ngokusebenzisa isiseko sayo esiphambili sabasebenzisi, i-Alphalete irekhode intengiso ye-$150,000 kwiiyure ezintathu emva kokuqaliswa kwayo, eyayilawulwa nguChristian nabazali bakhe ngelo xesha. Oku kwaphawula ukuqala kwendlela yokukhula ngokukhawuleza kwe-Alphalete.
Yamkela iimpahla zokuzilolonga ngeNtengiso yeNkuthazo
Njengokwanda kweGymshark kunye nezinye iimpawu ze-DTC, i-Alphalete ixhomekeke kakhulu kwiitshaneli ze-intanethi, ikakhulu isebenzisa i-e-commerce kunye neendaba zoluntu ukunxibelelana ngokuthe ngqo nabathengi, ngaloo ndlela inciphisa amanyathelo aphakathi. Olu phawu lugxininisa ukusebenzisana kwabathengi, uyilo, kunye nokusebenza, ukuqinisekisa ukuba inyathelo ngalinye ukusuka ekudalweni kwemveliso ukuya kwingxelo yemarike lijongana ngqo nabathengi.
Iimpahla zokuzilolonga zika-Alphalete zenzelwe ngokukodwa abathandi bokuzilolonga, zinemizobo emihle ehambelana kakuhle nomzimba wezemidlalo kunye nemibala eqaqambileyo. Isiphumo kukudibana okukhangayo kweempahla zokuzilolonga kunye nemizimba efanelekileyo.
Ngaphaya komgangatho wemveliso, i-Alphalete kunye nomsunguli wayo, uChristian Guzman, bahlala bevelisa umxholo omkhulu wesicatshulwa kunye nevidiyo ukuze bandise abaphulaphuli babo. Oku kuquka iividiyo zokuzilolonga ezibonisa izixhobo zeChristian in Alphalete, izikhokelo zobungakanani ezineenkcukacha, uphononongo lwemveliso, udliwanondlebe nabadlali abaxhaswa yi-Alphalete, kunye namacandelo akhethekileyo athi "A Day in the Life".
Nangona umgangatho wemveliso ogqwesileyo kunye nomxholo okwi-intanethi zenza isiseko sempumelelo ka-Alphalete, intsebenziswano nabadlali abangochwephesha kunye nee-KOLs zokuqina komzimba (Key Opinion Leaders) ngokwenene ziphakamisa ukuvelela kophawu.
Ekuqalisweni kwayo, uChristian wasebenzisana nabantu abakhuthaza impilo kunye nee-KOLs ukwenza umxholo weendaba zoluntu owawukhuthaza olu phawu kumaqonga afana neYouTube kunye ne-Instagram. NgoNovemba ka-2017, waqala ukuseka ngokusesikweni "iqela labaphembeleli" lika-Alphalete.
Kwangaxeshanye, i-Alphalete yandisa ukugxila kwayo ukuze ibandakanye iimpahla zabasetyhini. "Siqaphele ukuba imidlalo yezemidlalo iya isiba yindlela yefashoni, kwaye abafazi bazimisele ngakumbi ukutyala imali kuyo," utshilo uChristian kudliwanondlebe. "Namhlanje, iimpahla zemidlalo zabasetyhini zizinto ezibalulekileyo kwi-Alphalete, kunye nabasebenzisi abangabasetyhini abanyuka ukusuka kwi-5% ekuqaleni ukuya kwi-50% ngoku. Ukongeza, intengiso yeempahla zabasetyhini ngoku ifikelela phantse kwi-40% yentengiso yethu iyonke yeemveliso."
Ngowama-2018, i-Alphalete yasayina i-female professional presenter yayo yokuqala, uGabby Schey, yalandelwa ngabanye abadlali abadumileyo kunye neeblogi zokomelela ezifana noBela Fernanda kunye noJazzy Pineda. Kunye nale mizamo, le nkampani iqhubekile nokuphucula uyilo lwemveliso yayo kwaye yatyala imali eninzi kwi-R&D yempahla yabasetyhini. Emva kokuqaliswa ngempumelelo kwee-leggings zemidlalo zabasetyhini ezidumileyo, uthotho lweRevival, i-Alphalete yazisa eminye imigca ethandwayo efana ne-Amplify kunye ne-Aura.
Njengoko i-Alphalete yandisa "iqela layo eliphembelelayo," yabeka phambili nokugcina uluntu oluqinileyo lweempawu. Kwiimpawu zemidlalo ezisakhulayo, ukuseka uluntu oluqinileyo lweempawu kubalulekile ukuze kufunyanwe indawo kwimarike yempahla yezemidlalo ekhuphisanayo—imvumelwano phakathi kweempawu ezintsha.
Ukuze kuncitshiswe umsantsa phakathi kweevenkile ezikwi-intanethi kunye neengingqi ezingaphandle kwe-intanethi kwaye kunikwe abathengi amava okujongana ubuso ngobuso, iqela le-Alphalete elinomoya okhuthazayo laqalisa uhambo lwehlabathi lonke kwizixeko ezisixhenxe eYurophu naseMntla Melika ngo-2017. Nangona olu hambo lwaminyaka le lusebenza njengeziganeko zokuthengisa ngandlela ithile, zombini uphawu kunye nabasebenzisi balo bagxila kakhulu ekwakheni uluntu, ekuveliseni udumo kwimidiya yoluntu, nasekukhuliseni ukuthembeka kophawu.
Ngowuphi umthengisi weempahla zeYoga onomgangatho ofanayo noweAlphalete?
Xa ufuna umthengisi wempahla yokomelela komzimba onomgangatho ofanayo noweI-Alphalete, I-ZIYANG lukhetho olufanelekileyo ukuqwalaselwa. Ikwi-Yiwu, ikomkhulu leempahla zehlabathi, i-ZIYANG ngumzi-mveliso weempahla zeyoga oqeqeshiweyo ogxile ekudaleni, ekuveliseni, nasekuthengiseni iimpahla zeyoga zodidi oluphezulu kwiibhrendi zamazwe ngamazwe kunye nabathengi. Badibanisa ubugcisa kunye nobuchule ngaphandle komthungo ukuvelisa iimpahla zeyoga ezikumgangatho ophezulu ezikhululekileyo, ezifashini, nezisebenzayo. Ukuzinikela kwe-ZIYANG ekugqweseni kubonakala kuyo yonke into yokuthunga ngononophelo, ukuqinisekisa ukuba iimveliso zayo zidlula imigangatho ephezulu yoshishino.Nxibelelana ngoko nangoko
Ixesha leposi: Jan-06-2025
