Izindaba zabantu abathonya ukuqina komzimba abadumile zihlala ziheha isithakazelo sabantu. Abantu abanjengoPamela Reif noKim Kardashian babonisa umthelela omkhulu abantu abathonya ukuqina komzimba abangawusebenzisa.
Uhambo lwabo ludlulela ngale kokwenza uphawu lomuntu siqu. Isahluko esilandelayo ezindabeni zabo zempumelelo sihilela izingubo zokufaneleka, imboni ekhula ngokushesha eYurophu naseMelika.
Isibonelo, iGymshark, uhlobo lwezingubo zokuzivocavoca olwasungulwa ngo-2012 ngumthandi wokuzivocavoca oneminyaka engu-19 uBen Francis, lwalubiza u-$1.3 billion ngesikhathi esisodwa. Ngokufanayo, uhlobo lwezingubo zeyoga lwaseNyakatho Melika i-Alo Yoga, olusekelwa ngabantu abanethonya nabalandeli babo, lwakhe ibhizinisi lezingubo zezemidlalo elinokuthengiswa kwaminyaka yonke okufinyelele amakhulu ezigidi zamaRandi. Abantu abaningi abanethonya lokuzivocavoca eYurophu naseMelika, abanabalandeli abayizigidi, baqalise futhi baphatha ngempumelelo imikhiqizo yabo yezingubo zezemidlalo.
Isibonelo esiphawulekayo nguChristian Guzman, isazi sezemidlalo esisemusha saseTexas. Eminyakeni eyisishiyagalombili edlule, walingisa impumelelo kaGymshark no-Alo ngokudala uphawu lwakhe lwezingubo zezemidlalo - i-Alphalete. Eminyakeni eyisishiyagalombili yebhizinisi lakhe lezingubo zokuzivocavoca, manje usedlule imali engenayo eyizigidi eziyi-100 zamaRandi.
Abantu abanethonya kwezokuqina komzimba bayazigqaja hhayi nje ekudalweni kokuqukethwe kodwa nasemkhakheni wezingubo zokuqina komzimba, ikakhulukazi ezimakethe zaseYurophu naseMelika.
Izingubo zika-Alphalete zenzelwe ukulingana nomzimba wabaqeqeshi, besebenzisa izindwangu ezifanele ukuqeqeshwa kwamandla. Isu labo lokumaketha lihilela ukubambisana nabantu abanethonya lokuqina komzimba, okusize i-Alphalete ukuthi yakhe indawo yayo emakethe yezingubo zemidlalo egcwele abantu.
Ngemva kokusungula ngempumelelo i-Alphalete emakethe, uChristian Guzman wamemezela kuvidiyo ye-YouTube ngoMashi ukuthi uhlela ukuthuthukisa ijimu yakhe, i-Alphaland, futhi aqalise uhlobo olusha lwezingubo.
Abantu abanethonya kwezokuqina komzimba ngokwemvelo banobudlelwano obuqinile nezingubo zokuzivocavoca, amajimu, kanye nokudla okunempilo. Ukukhula okumangalisayo kwe-Alphalete kwemali engenayo engaphezu kwezigidi eziyi-100 zamaRandi eminyakeni eyisishiyagalombili kuwubufakazi balokhu kuxhumana.
Njengezinye izinhlobo eziqhutshwa ngabantu abanethonya njengeGymshark kanye ne-Alo, i-Alphalete yaqala ngokubheka izithameli zokuzivocavoca ezikhethekile, yakha isiko lomphakathi elinothando, kanye nokugcina amazinga okukhula aphezulu ezigabeni zayo zokuqala. Bonke baqala njengosomabhizinisi abavamile, abasebasha.
Kwabathandi bokuzivocavoca, i-Alphalete cishe igama elijwayelekile. Kusukela kulogo yayo edumile yekhanda lempisi ekuqaleni kwayo kuya ochungechungeni lwezingubo zemidlalo zabesifazane ezidumile i-Amplify eminyakeni yamuva nje, i-Alphalete izivelele emakethe egcwele izingubo zokuqeqesha ezifanayo.
Kusukela yasungulwa ngo-2015, ukukhula kwe-Alphalete kube okumangalisayo. Ngokusho kukaChristian Guzman, imali engenayo yalo mkhiqizo manje isidlule u-$100 million, njengoba kunezivakashi ezingaphezu kwezigidi ezingu-27 kwiwebhusayithi yayo esemthethweni ngonyaka odlule, kanye nezinkundla zokuxhumana ezilandela ezidlule izigidi ezintathu.
Le ndaba ifana neyomsunguli weGymshark, ikhombisa indlela efanayo yokukhula phakathi kwemikhiqizo emisha ethonya ukuqina komzimba.
Ngesikhathi uChristian Guzman esungula i-Alphalete, wayeneminyaka engu-22 kuphela ubudala, kodwa kwakungeyona ibhizinisi lakhe lokuqala lokuba ngusomabhizinisi.
Eminyakeni emithathu edlule, wathola imali yakhe yokuqala ebalulekile ngesiteshi sakhe se-YouTube, lapho abelana khona ngamathiphu okuqeqesha kanye nokuphila kwansuku zonke. Wabe eseqala ukunikeza ukuqeqeshwa ku-inthanethi kanye nesiqondiso sokudla, waze waqasha ifektri encane eTexas wavula nejimu.
Ngesikhathi isiteshi sikaChristian se-YouTube sesidlule ababhalisile abayisigidi, wanquma ukuqala ibhizinisi elingaphezu komkhiqizo wakhe. Lokhu kwaholela ekudalweni kwe-CGFitness, eyandulela i-Alphalete. Cishe ngesikhathi esifanayo, waba yimodeli yomkhiqizo wokuzivocavoca waseBrithani okhula ngokushesha i-Gymshark.
Ephefumulelwe yiGymshark futhi efuna ukudlulela ngale kophawu lomuntu siqu lwe-CGFitness, uChristian washintsha igama lomkhiqizo wakhe wezingubo waba yi-Alphalete Athletics.
“Izingubo zemidlalo akuyona isevisi, kodwa umkhiqizo, futhi abathengi bangakha nemikhiqizo yabo,” kusho uChristian ku-podcast. “I-Alphalete, inhlanganisela ye-'alpha' kanye 'nomdlali,' ihlose ukugqugquzela abantu ukuthi bahlole amakhono abo, inikeze izingubo zemidlalo ezisebenza kahle kanye nezingubo zansuku zonke ezinesitayela.”
Izindaba zebhizinisi zemikhiqizo yezingubo zezemidlalo zihlukile kodwa zinomqondo ofanayo: ukudala izingubo ezingcono zemiphakathi engeyona eyendawo.
NjengoGymshark, i-Alphalete yayihlose abathandi bokuzivocavoca abasebasha njengezilaleli zabo eziyinhloko. Ngokusebenzisa isisekelo sayo esiyinhloko sabasebenzisi, i-Alphalete yaqopha ukuthengiswa okungu-$150,000 zingakapheli amahora amathathu kusukela yethulwe, eyayiphethwe nguChristian nabazali bakhe ngaleso sikhathi. Lokhu kwaba ukuqala kokukhula okusheshayo kuka-Alphalete.
Yamukela Izingubo Zokuqina Komzimba Ngokumaketha Kwabathonya
Njengokukhuphuka kwe-Gymshark kanye nezinye izinhlobo ze-DTC, i-Alphalete ithembele kakhulu eziteshini eziku-inthanethi, ikakhulukazi isebenzisa i-e-commerce kanye nezinkundla zokuxhumana ukuze ixhumane ngqo namakhasimende, ngaleyo ndlela inciphise izinyathelo eziphakathi. Lo mkhiqizo ugcizelela ukusebenzisana kwabathengi, ukuklama, kanye nokusebenza, ukuqinisekisa ukuthi isinyathelo ngasinye kusukela ekudalweni komkhiqizo kuya empendulweni yemakethe sibhekana ngqo namakhasimende.
Izingubo zokuzivocavoca zika-Alphalete zenzelwe ngokukhethekile futhi zenzelwe abathandi bokuzivocavoca, zinemiklamo emihle ehambisana kahle nemizimba yezemidlalo nemibala egqamile. Umphumela uba ukuhlanganiswa okukhangayo kwezingubo zokuzivocavoca kanye nemizimba efanelekile.
Ngaphandle kwekhwalithi yomkhiqizo, bobabili i-Alphalete kanye nomsunguli wayo, uChristian Guzman, bahlala bekhiqiza okuqukethwe okuningi kombhalo namavidiyo ukuze bandise izithameli zabo. Lokhu kufaka phakathi amavidiyo okuzivocavoca abonisa izimpahla ze-Christian in Alphalete, iziqondiso zosayizi ezinemininingwane, ukubuyekezwa komkhiqizo, izingxoxo nabadlali abaxhaswe yi-Alphalete, kanye nezingxenye ezikhethekile ze-"A Day in the Life".
Nakuba ikhwalithi yomkhiqizo evelele kanye nokuqukethwe okuku-inthanethi kwakha isisekelo sempumelelo ye-Alphalete, ukusebenzisana nabadlali abangochwepheshe kanye ne-KOLs yokufaneleka komzimba (Key Opinion Leaders) kuphakamisa ngempela ukuvelela komkhiqizo.
Ngesikhathi yethulwa, uChristian wabambisana nabantu abathonya ukuqina komzimba kanye nama-KOL ukudala okuqukethwe ezinkundleni zokuxhumana okwakukhuthaza lo mkhiqizo kuzo zonke izinkundla ezifana ne-YouTube kanye ne-Instagram. NgoNovemba 2017, waqala ukusungula ngokusemthethweni "ithimba labathonya" lika-Alphalete.
Ngesikhathi esifanayo, i-Alphalete yandisa ukugxila kwayo ukuze ifake izingubo zabesifazane. "Siqaphele ukuthi ezemidlalo ziya ngokuya ziba yimfashini, futhi abesifazane bazimisele kakhulu ukutshala imali kuzo," kusho uChristian engxoxweni. "Namuhla, izingubo zemidlalo zabesifazane ziwumugqa wemikhiqizo obalulekile we-Alphalete, lapho abasebenzisi besifazane benyuka besuka ku-5% ekuqaleni kuya ku-50% manje. Ngaphezu kwalokho, ukuthengiswa kwezingubo zabesifazane manje sekubalelwa cishe ku-40% wesamba sokuthengiswa kwemikhiqizo yethu."
Ngo-2018, i-Alphalete yasayina umlingisi wayo wokuqala wesifazane othonya ukuqina komzimba, uGabby Schey, elandelwa abanye abadlali besifazane abadumile kanye nababhali bebhulogi lokuqina komzimba abanjengoBela Fernanda noJazzy Pineda. Kanye nale mizamo, lo mkhiqizo uqhubekile nokuthuthukisa imiklamo yawo yemikhiqizo futhi watshala imali eningi ku-R&D yezingubo zabesifazane. Ngemuva kokwethulwa ngempumelelo kwama-leggings ezemidlalo abesifazane athandwayo, uchungechunge lwe-Revival, i-Alphalete yethula eminye imigqa ethandwayo efana ne-Amplify ne-Aura.
Njengoba i-Alphalete yandisa "ithimba layo labathonya," yabeka phambili nokugcina umphakathi oqinile womkhiqizo. Kumabhrendi ezemidlalo asafufusa, ukusungula umphakathi oqinile womkhiqizo kubalulekile ukuze kutholakale indawo emakethe yezingubo zemidlalo ezincintisanayo—ukuvumelana phakathi kwamabhrendi amasha.
Ukuze kuvalwe igebe phakathi kwezitolo eziku-inthanethi nemiphakathi engaxhunyiwe ku-inthanethi futhi kunikezwe abathengi ulwazi lobuso nobuso, ithimba labathonya le-Alphalete laqala uhambo lomhlaba wonke emadolobheni ayisikhombisa eYurophu naseNyakatho Melika ngo-2017. Nakuba lolu hambo lwaminyaka yonke lusebenza njengemicimbi yokuthengisa ngezinga elithile, kokubili uhlobo kanye nabasebenzisi balo bagxila kakhulu ekwakheni umphakathi, ekwakheni idumela ezinkundleni zokuxhumana, kanye nokukhulisa ukwethembeka kohlobo.
Yimuphi umhlinzeki wezingubo ze-Yoga onekhwalithi efana ne-Alphalete?
Uma ufuna umhlinzeki wezingubo zokufaneleka onekhwalithi efanayo neyakhoI-Alphalete, I-ZIYANG iyindlela okufanele icatshangelwe. Itholakala e-Yiwu, inhloko-dolobha yezimpahla zomhlaba, i-ZIYANG iyifektri yobuchwepheshe bezingubo ze-yoga egxile ekudaleni, ekukhiqizeni, nasekuthengiseni izingubo ze-yoga zezinga eliphezulu zemikhiqizo namakhasimende aphesheya. Bahlanganisa ubuciko kanye nokusungula izinto ezintsha ngaphandle kokuphazamiseka ukuze bakhiqize izingubo ze-yoga zekhwalithi ephezulu ezikhululekile, ezifashini, nezisebenzayo. Ukuzibophezela kwe-ZIYANG ekwenzeni kahle kubonakala ekuthungeni ngakunye okucophelelayo, okuqinisekisa ukuthi imikhiqizo yayo idlula amazinga aphezulu embonini.Xhumana ngokushesha
Isikhathi sokuthunyelwe: Jan-06-2025
