Imwe nhau yokuti “pashure pa1995, vasikana vakawana makumi emamiriyoni emari yokugadzirazvidhori zvekotoni ” akaunza zvidhori zvedonje kuindasitiri. Zvinoenderana neiyo hombe data yeMicro store APP, kubva 2017 kusvika 2020, huwandu hwevatengesi vedonje rekotoni vane marekodhi ekutengesa hwakakwira kubva pasi pe400 kusvika vangangoita chiuru, nekuwedzera kanopfuura ka20 mumakore matatu. Uye zvakare, muna 2021, iyo online yekutengesa vhoriyamu yedonje doll chete ichapfuura bhiriyoni imwe yuan.
Kubva kuvadiki kusvika kune veruzhinji, chidhori chedonje chakawana kutariswa kwakawanda, izvo zvisina kungobereka kuratidzwa kwechidhori chedonje, asi zvakare yakabata 2021 Cotton Doll Fashion Festival paTaobao, uye akawanda animation, firimu nemitambo yeterevhizheni, mhando dzekudyara uye mamwe mabhureki akaisanganisira muchikamu chinotorwa kuti chigadziriswe. Zvinogona kutaurwa kuti chidhori chekotoni chave chimwe chekubuda mushure mebhokisi rebofu uye kutamba kwemafungu.
Kubva kune mafeni denderedzwa kusvika kune denderedzwa remafambiro, chidhori chekotoni zvishoma nezvishoma chakasiyaniswa.
Cotton chidhori chakazvarwa muna 2015. Icho chitoyi chakapfava chakagadzirwa nevateveri veboka rezvidhori muSouth Korea zvichibva pamufananidzo wenhengo dzeboka. Mufananidzo wechidhori wakanaka uye unoporesa, saka wakakurumidza kuve wakakurumbira pakati pevateveri nevanofarira. Nekuda kweichi mavambo, zvidhori zvekotoni zvaingozivikanwa pakati pevateveri kwenguva yakareba. Gare gare, nevadi vedonje vakawanda, chikamu chacho chakakamurwa zvishoma nezvishoma kuita mapoka maviri: chidhori chinonzi chidhori uye chisiri chidhori.
Chinonzi chidhori chine hunhu chinoreva prototype yechidhori chedonje, chinosanganisira asi chisina kuganhurirwa kune nyeredzi, vatambi vekatuni, vatambi vemutambo, firimu uye vatambi veterevhizheni, etc. Rudzi urwu rwechidhori kazhinji runopindirana nehunhu hweiyo prototype maererano ne chitarisiko, chimiro, chimiro, zvipfeko zvinofananidzwa, nezvimwe, izvo zviri nyore kune mafeni kuona prototype uye kukwezva mafeni kuti atenge. Nekuda kweiyo prototype tsigiro, kutengeswa kwemhando iyi yezvidhori kazhinji hakuna kunyanyoipa. Semuenzaniso, kutengeswa kwe "zvidhori zvisina kupfeka" imwechete (zvidhori zvisina zvipfeko) zvenyeredzi muchitoro cheWeChat zvinodarika 40000 zvidimbu.
Kubva pamaonero aya, zvidhori zvine hunhu zvakangofanana nekusanganiswa kweIP nematoni zvidhori - prototype yezvidhori yakaenzana neIP. Izvi zvinoreva kuti huwandu hwekutengesa kwechigadzirwa zvakanyanya zvinoenderana neiyo IP mukurumbira uye saizi yeboka re fan.
Izvo zvakapesana neiyo yakashongedzwa yematoyi chidhori chine hunhu chidhori chisina hunhu, ndiko kuti, chidhori chedonje chisina prototype, icho chakanyatso gadzirwa nepakutanga "amai mucheche" (izwi, rakaenzana nemugadziri) kana nemugadziri akagadzwa. Rudzi urwu rwechidhori rwakada kufanana neiyo IP yekutanga isina zvemukati, izvo zvinowanzoda nguva yekurima nekusimudzirwa, uye huwandu hwekutengesa kwechigadzirwa hune hukama nekuti vangani vateveri vanogona kuda uye kuziva mufananidzo wechidhori.
Kubva kuvanhu kuenda kuma brands, zvidhori zvekotoni zvishoma nezvishoma zvinova zvakarongeka
Zvichida nokuti yakaberekwa nevateveri vega, vagadziri vezvidhori zvekotoni vave vachinyanya vanhu kwenguva yakareba, kureva, "amai vemwana" vataurwa pamusoro apa. Zvinonzwisiswa kuti "amai mucheche" vanogona kuve nebasa rekugadzira mhuka dzakakanyiwa, kubata vanogadzira, kutengesa zvigadzirwa pamapuratifomu e-commerce, kutumira uye mamwe macheni link. Nenzira iyi, "amai vacheche" vanewo zvakasiyana-siyana, asi chaizvoizvo, hazvisi.
Vazhinji "vanaamai vacheche" vanotengesa vana vekotoni nekutanga kutengeswa, iyo inotora kubva pamwedzi kana miviri kusvika kumwedzi mishanu kana mitanhatu. Uye zvakare, iyo pre-kutengesa huwandu hunogona kusvika kune hushoma odha huwandu hwefekitori isati yaenderera mberi nekutengesa, zvikasadaro, kurongeka kuchadzimwa. Mushure mekunge zvasimbiswa kuti zvidhori zvedonje zvinogona kugadzirwa zvakanyanya, hurongwa hweboka kana "mwana amai" asina simba achaita kusununguka chaiko, uye mutengi anofanirwa kusimbisa kuraira kuti ave nechokwadi chekuti "amai vemwana" vanotanga kuwana mubhadharo. Mushure memwedzi yakati wandei, "amai mucheche" vanonyatso endesa zvidhori zvedonje mushure mekunge kugadzirwa kwapera, uye nekupa iyo nhamba yebhiri yakananga kuti mutengi abvunze.
Mushure mekuita kwese, mutengi anofanira kukwanisa kuwana zvinhu zvakanaka, achivimba ne "mwana amai" kuti vachengete vimbiso yavo. Kutaura zvazviri, havasi vose “vanaamai” vakavimbika. Mudenderedzwa rezvidhori zvekotoni, "vana amai" vanowanzotiza. Mukuwedzera, "vana amai" vanhu mushure mezvose, uye zvakaoma kutevera kugadzirwa kwezvidhori mubasa rose. Naizvozvo, zvidhori zvekotoni zvakazoendeswa kune vatengi zvine matambudziko ekudzora mhando. Uyezve, kana "vanaamai vacheche" vazhinji vachigadzira zvidhori zvinosanganisira kukanganisa zvakare inyaya yegakava risingaperi.
Nekuwedzera kwevateereri uye musika wechidhori chedonje, vagadziri vedoli yekotoni vakawedzerawo mabhizinesi avo/mhando kubva kuvanhu. Parizvino, mabhizinesi/mabhurandi anotanga chidhori chedonje anosanganisira mabhizinesi ematoyi, akadai seBaixingrui neMengshiqi; Specialized donje vana mhando, akadai Rua Baby Bar uye MINIDOLL; Chaoplay mhando, dzakadai TAKITOYS, Koi Naqu, Bubble Mart, nezvimwe.
Kana zvichinzi "vacheche vanaamai" vane chirevo che "kugadzira magetsi kune rudo", ipapo bhizinesi / chikwata chinofarira mumusika wekutengesa zvidhori zvekotoni. Kutora chikamu kwavo zvishoma nezvishoma kwakamisa musika wedonje, nekuti bhizinesi/mhando ine vagadziri vane hunyanzvi, mafekitori ekugara kwenguva refu uye ekubatana, e-commerce mapuratifomu, nzira dzekubatana, nezvimwe, izvo zvinogona kupa zvigadzirwa zvine vimbiso yemhando, uye zvidhori zvine hunhu zvinotangwa zvinozowana mvumo yechokwadi, nepo mamiriro ekusimbisa kugamuchirwa kwezvinhu zvisati zvatengeswa zvisati zvaitika.
Indasitiri yematoyi inofanira kubata sei mhepo itsva?
Sezvataurwa pamusoro apa, indasitiri yematoyi yakatove neapiyona mukuronga chikamu chezvidhori zvekotoni. Guangzhou Baixingrui Culture Co., Ltd. (inozonzi "Baixingrui") yakatanga kuona chikamu chezvidhori zvedonje pakutanga kwa2021. "Panguva iyoyo, zvakaonekwa kuti chikamu ichi chakatanga kukura zvishoma nezvishoma kubva kune vashoma kusvika maonero evanhu, uye vanhu vakawanda vakanga vachiunganidza uye vachiteerera zvidhori zvedonje. Chidhori chinogona kuchinja hembe nekupfeka chinogona kuunza mufaro kuvanhu vakawanda, uye zvinhu zvinogona kuunza mufaro zvine zvazvinoda, saka takatanga kugadzira nekuronga mhando yedu yedonje. Zhang Jiawen, maneja mukuru, akataura kuti Baixingrui akatanga chidhori chedonje "NAYANAYA" pakati pa2021.
Nekubatanidza kubvunzurudza, mutori wenhau akapfupikisa zviitiko zvitatu zvebhizinesi sechidhori chedonje:
Kutanga, kusiyanisa nzvimbo.
Zvidhori zvekotoni zvinotengeswa pamusika zvakakamurwa kuva "zvidhori zvisina kupfeka" uye zvidhori zvine zvipfeko. Mutengo we "madhoiri akashama" kazhinji asingasviki 100 yuan. Mutengo wezvidhori zvine mbatya unotodarika zana remayuan, uye mamwe anotodhura mazana matatu eyuan kana kudarika. Mukuwedzera, 20cm ndiyo hurefu hurefu hwematoni ekotoni.
“Kumisikidzwa kwezvidhoma zvedonje zvekambani yedu hakudhure, kureva kuti kana vabuda mufekitori vanenge vaine mbatya dzinopfeka mbatya dzemhando yepamusoro. Chinangwa ndechekupa ega ega madhiri edonje kutendeseka, kuitira kuti vatambi vepadanho rekupinda vakwanise kuwana zvidhori zvedonje zvakakwana nemutengo wakaderera. Izvi zvakasiyana nezvinogadzirwa zvakawanda pamusika izvo zvinosiya fekitari iine ‘zvidhori zvisina kupfeka’ chete. Zhang Jiawen akataura kuti pari zvino, Baixingrui yakaparura gumi neshanu zvidhori zvedonje, ese ari madhizaini ekutanga, anosanganisira vasikana 9, vakomana 2 uye 4 10cm zvidhori zvedonje. Chidhori chedonje chega chega chine hunhu uye maitiro, uye vese vanopfeka zvipfeko zvinoenderana.
Zvinonzwisiswa kuti Bestarry haazongotangisa mamwe madhiri edonje mune ramangwana, asi zvakare edza kwakawanda muzvipfeko uye zvidhori zvemadori ekotoni. "Tiri kushinga uye nekuvandudza pfungwa itsva yechimiro chikuru cheMian Wa. Tinotarisira kuzadzisa zvido zvevatambi vakawanda pamatanho akasiyana tichizvisimudzira. "
Chechipiri, batanidza kukosha kuhutano.
Maererano nedheta rakabudiswa neWeChat Shop, chikamu chemashure-00s, post-90s uye post-95s yekotoni yevana vatambi yasvika 79%, kureva, 18-32 yemakore ndivo vatengi vakuru vechikamu ichi. Kwavari, kutenga zvidhori zvekotoni ndiko "kuzvifadza ivo", saka zvinodiwa zvehutano hwechigadzirwa zvakakwirira zvikuru. Inofanira kusimbiswa kuti doll doll yakasiyana nematoyi anoyevedza. Magadzirirwo ayo, dhizaini uye chinzvimbo zvine chiyero chakajairwa, uye mamiriro ekwaakabva nekusimudzira anoona kuti chikumbaridzo chayo chekusvika uye maitiro ekuita zvakakwirira.
Zhang Jiawen anotenda kuti chiso chechidhori chedonje ndicho kiyi uyezve mweya wechigadzirwa. Chirevo, maziso uye chimiro chechiso chinofanira kudzorerwa panzvimbo kuratidza unhu hwepakutanga uye maitiro edori yekotoni. “Zvigadzirwa zvedu zvinochengetedzwa zvakanyanya nenyanzvi kubva pakugadzira kusvika pakugadzira ndiro. Vagadziri nevagadziri veplate vanga vachishanda pamwechete kuti vapedze kugadzira ndiro uye kuigadzirisa kusvika kugadzirwa kwakawanda kuti ive nechokwadi chekuti maitiro ekugadzira anogona kuzadzisa zviyero. "
Chechitatu, nzira dzekutengesa dzinofanira kunge dzakanyatsojeka.
Vateereri vedori yekotoni vanonyanya vechidiki, uye vanopfuura 98% vavo vakadzi. Naizvozvo, mabhizinesi anofanirwa kusarudza nzira dzekushambadzira uye nzira dzekutengesa dzakakodzerwa nevateereri ava kuti vagadzirise marongero chaiwo, kunyanya mamicro blog madotani ekotoni, mazwi makuru ezvidhori zvekotoni uye madiki matsvuku mabhuku anowanzo kuunganidzwa nevatambi vedonje.
Zvinonzwisiswa kuti Baixingrui yakavhura bhuku diki rebhuku dzvuku, WeChat vhidhiyo account, nezvimwewo zveiyo brand "NAYANAYA", iyo inonyanya kushandiswa kukurukura uye zuva nezuva kugovera musoro we "mwana denderedzwa" nevateveri vekotoni doll. Panguva imwecheteyo, tichabatana nevamwe vanoblogi ve "Baby Circle". "Mune ramangwana, zvakarongwa kuwedzera kudyidzana nevateveri uye kusimbisa kusimudzirwa kwechiratidzo nekutora chikamu mukuratidzira kwevacheche, kuita pre-sales fairs nedzimwe nzira."
Panyaya yematanho ekutengesa, Baixingrui inovhara zvisiri pamhepo boutiques, zvitoro zvefashoni uye online e-commerce mapuratifomu. Zhang Jiawen akati: “Mutengo wedu mukuru wekutengesa zvidhori zvedonje i79 yuan, uye mutengo wembatya i59 yuan, ine mutengo wakakura wekuita basa. Sezvo chigadzirwa chacho chakatangwa, kutengesa kwave kwakanyatsogadzikana, nemhando mbiri dzematoto ekotoni kutengesa zviri nani uye zviri nani. Vatengi vanovatsanangura se” kunze kwedenderedzwa “, uye vakadiwa nevatengi vazhinji. Vazhinji mablogger vanongoerekana vavaitira mavhidhiyo madiki. "
Nguva yekutumira: Zvita-15-2022