How Brands Create an Unforgettable Holiday Gift Set

Amasethi ezipho zamaholide akhona yonke indawo. Kodwa uma ungumnikazi womkhiqizo, umthengisi, noma umphathi wokuthenga, cishe uke waphawula ukuthi ambalwa kuphela awo azizwa esezingeni eliphezulu, ehlosiwe, futhi eqhutshwa ngumkhiqizo. Ngakho-ke nansi umbuzo wangempela:ingabe umane ulungiselela ibhokisi lesizini, noma wakha ulwazi oluphelele lomkhiqizo ngohlelo lwakho lokupakisha?Yingakho nje izinkampani eziningi ezikhulayo manje ziqala amaphrojekthi azo ngohlelo oluhlelekile olupheleleukupakishwa kweholide okwenziwe ngokwezifisoisixazululo—esakhiwe njengesethi exhunyiwe, hhayi njengemikhiqizo ehlukanisiwe.

Kusukela emsebenzini wethu wansuku zonke nemikhiqizo yokudla, ama-café, izitolo zama-dessert, kanye nezinkampani zemikhiqizo yabathengi kulo lonke elase-US naseYurophu, into eyodwa icacile kakhulu. Isethi yezipho zeholide ekhumbulekayo ayidalwa ibhokisi elilodwa elihle. Idalwa yindlela yonke ingxenye yokupakisha esebenza ngayo ndawonye.

Isethi yesipho sangempela iyisistimu, hhayi iqembu lemikhiqizo

Uma amakhasimende esitshela ukuthi “adinga ibhokisi leholide kuphela,” sivame ukuma kancane bese sibuza umbuzo owodwa olula:ingabe ukupakishwa kwakho kuyisitsha nje, noma kuyingxenye yendaba yomkhiqizo wakho?

Isethi yezipho zamaholide yobungcweti yakhelwe njengohlelo olulodwa oluhlanganisiwe. Ibhokisi langaphandle, ithileyi yangaphakathi, izinkomishi zephepha, izinto zokuphakela, izikhwama zokuphatha, ukuqedwa kwendawo, kanye nesigqi sokubona kumele kuthuthukiswe ndawonye. Uma usayizi, izilinganiso, izinto zokwakha, nemibala kulandela umqondo ofanayo, isethi izwakala ihloselwe ngokushesha.

Yingakho futhi kuhlanganiswe izixazululo zokukhonza kanye nezipho ezifanaamasethi etafula leholide lelogo yangokwezifiso anamapuleti ephepha nezinkomishizisetshenziswa kakhulu yimikhiqizo yokudla neziphuzo emikhankasweni yamaholide, ama-pop-up, kanye nemicimbi esesitolo. Ukuvumelana okubonakalayo phakathi kokupakisha izipho kanye nezigcawu zokusetshenziswa kuqinisa ukuqashelwa komkhiqizo kakhulu kunebhokisi elilodwa elinyathelisiwe elingakwenza.

Ungacabanga ngokupakishwa kwakho njengebhendi. Insimbi eyodwa enhle ayanele. Kuphela uma yonke ingxenye ilandela isigqi esifanayo lapho okuhlangenwe nakho kuzwakala kuphelele.

Ukuthinta kudala inkumbulo enamandla kunezithombe zodwa

Iningi lemikhiqizo ligxila kakhulu ekwakhiweni okubonakalayo, kodwa amakhasimende athinta iphakethe lakho ngaphambi kokuba alifunde. Lokho kuxhumana kokuqala ngokomzimba kuchaza buthule ukuthi umkhiqizo wakho uzizwa kanjani usezingeni eliphezulu.

Kumaphrojekthi eholide, sincoma kakhulu ukukhethaukugqamisa okukodwa okucacile kokuthintaesikhundleni sokuhlanganisa imiphumela eminingi. Ukuqopha ilogo okucashile, ukugoqa okuthambile oku-matte, ukumbozwa kwesihlabathi esikhanyayo, noma ukunyathelisa ngefoyili okulawulwayo ngokususa i-bossing kuvame ukwanele ukudala umbono oqinile wemizwa.

Le ndlela isebenza kahle kakhulu ekupakisheni ukudla kwesizini kanye nama-dessert, njengeizinkomishi zephepha le-ayisikhilimu likaKhisimusi eziphrintiwe ngokwezifiso, lapho amakhasimende exhumana ngqo nendawo lapho esetshenziswa. Ukuqeda okuthintekayo okucwengekile kuqinisa ikhwalithi buthule ngesikhathi sokusetshenziswa.

Ngokombono wefektri, ukukhetha indlela eyodwa yokuqeda elawulwayo kusiza nokugcina ukuhambisana kuzo zonke izinhlobo zokukhiqiza ezinkulu.

Isakhiwo sangaphakathi sichaza ikhwalithi ebonwayo yesethi

Elinye lamaphutha avame kakhulu esiwabonayo ibhokisi langaphandle eliphrintiwe kahle elihlanganiswe nengaphakathi elibuthakathaka. Imikhiqizo ibekwa ngaphakathi ngendlela ekhululekile, ngaphandle kwesakhiwo noma ukuhlelwa okubonakalayo.

Amasethi ezipho zeholide asezingeni eliphezulu athembele ezifakelweni ezifakwe ngokwezifiso, izingxenye ezihlukene, kanye nezikhundla eziqinile zento ngayinye. Lokhu akuvikeli nje kuphela imikhiqizo. Kudala isigqi ngesikhathi sokukhipha ibhokisi futhi kuqondisa ukunaka ngokwemvelo kusuka entweni eyodwa kuya kwenye.

Kumabhrendi ebhikawozi nama-dessert, izakhiwo eziklanywe kahle ezifanaamabhokisi ekhekhe enziwe ngokwezifiso aphezulu anezibambobonisa ukuthi ukwesekwa kwangaphakathi kanye nokuzinza kwesakhiwo kuthinta kanjani ngqo ukwethula kanye nokuthembeka kwezokuthutha.

Ukusimama kumele kubonakale, kungafihlwa ezimisweni

Ezimakethe zase-US naseYurophu, ukusimama akuseyona ibhonasi yokumaketha. Kuyingxenye yezindlela zokuthenga. Kodwa-ke, ukusimama kudala inani lomkhiqizo kuphela uma amakhasimende ekwazi ukukubona ngokushesha.

Izimpawu zokuphinda usebenzise ezicacile kumaphaneli abonakalayo, ukwakheka kwephepha lemvelo, kanye namathileyi e-pulp abunjiwe athatha indawo yezinto ezifakiwe zepulasitiki kuvumela indawo yakho yemvelo ukuthi iqondwe ngokushesha. Ukupakishwa kwamaswidi okuklanywe kahle, njengeamabhokisi e-macaron anophawu olunezihlukanisi namalogo e-foil yegolide, ikhombisa ukuthi izinto ezithembekile zingahambisana kanjani nokwethulwa okubonakalayo kwekhwalithi ephezulu ngaphandle kokubeka engcupheni isithombe somkhiqizo.

Uma ukusimama kuhlala kumadokhumenti akho obuchwepheshe kuphela, ngeke kube yingxenye yombono wamakhasimende akho.

Umklamo wamaholide kufanele usekele umkhankaso ongaphezu kowodwa

Ngaphambi kokukhetha osayizi bebhokisi noma ukuphrinta, kufanelekile ukubuza umbuzo ongumuntu:Isipho sakho kufanele sithini ngomkhiqizo wakho?

Ingabe umkhiqizo wakho uqhutshwa yifa futhi ungowobuciko, wesimanje futhi ugxile ekuklanyweni, noma ufudumele futhi uyangeneka? Isakhiwo, ukukhethwa kwezinto, kanye nokuphathwa kwendawo kufanele kudlulisele ubuntu obufanayo. Ukupakisha akuyona imihlobiso. Kungenye yamathuluzi okuxoxa izindaba anamandla kakhulu onawo ngesikhathi samaholide.

Lokhu kuyiqiniso ikakhulukazi ngemikhiqizo yezipho zekhwalithi ephezulu njengeamabhokisi kashokoledi aqinile ngokwezifiso anokuphrinta kwelogo, lapho isakhiwo, isisindo, kanye nokuhlangenwe nakho kokuqala kuthonya kakhulu inani elibonwayo.

Qala ngendaba ofuna ukuyilandisa

Isethi yezipho zamaholide abalulekile akufanele iphelelwe yisikhathi ngemva kwesizini eyodwa emfushane. Imikhiqizo evuthiwe igcina ukubonakala kwayo okuyinhloko futhi ivumela izinto zemikhosi ukuthi zithathe ingxenye encane kuphela yomklamo.

Ngokugcina u-70–80% wohlelo lomkhiqizo oluhlala lukhona, isakhiwo esifanayo sokupakisha singasekela kamuva amaphakheji okuphromotha, izinhlelo zokwethembeka, kanye nezipho zemibukiso yezohwebo. Lokhu kuthuthukisa kakhulu imbuyiselo ekutshalweni kwakho kwezimali zokupakisha ngenkathi kuvikela ukuhambisana komkhiqizo kuzo zonke iziteshi.

Isethi yezipho ekhumbulekayo izwakala ihlelekile, ayihlanganisiwe

Amasethi ezipho zeholide aphumelelayo awanciki kuphela emkhiqizweni wawo oyinhloko. Izinto ezikhethiwe kahle ezihambisanayo—izibiliboco ezincane ezisemabhokisini amancane ahlukene, izesekeli ezinophawu, amakhadi esizini, noma iziqondiso ezilula zokusebenzisa—zakha umuzwa okhethiwe kunokuba kube yiphakheji yomshini.

Le mininingwane emincane iveza ngokuthula ukunakekelwa kanye nenhloso. Kumakhasimende, lesi signali esingokomzwelo sivame ukuba namandla kakhulu kunenani eliphelele lezinto ezingaphakathi ebhokisini.

Umklamo owodwa kumele uziphathe ngendlela ehlukile kuzo zonke iziteshi zokuthengisa

Ukupha izipho esitolo, ukugcwaliseka kwezentengiselwano ze-e, kanye nokupha izipho zenkampani ngayinye kudinga izindlela ezahlukene zokupakisha. Ezitolo ezingokoqobo, ukupakisha kumele kuvimbe ngokubonakalayo futhi kume kahle emashalofini. Ukuze uthole ama-oda aku-inthanethi, ukuvikelwa kanye nokusebenza kahle kwempahla kuba yinto ebalulekile ngenkathi kulondolozwa ulwazi lokuvula ibhokisi. Ukupha izipho zenkampani kudinga ukuguquguquka ngokwezifiso, izikhathi ezizinzile, kanye nokuhlanganiswa okusheshayo.

Uhlelo lokupakisha oluhlelwe kahle lweholide luvumela ulimi olufanayo lokuklama kanye nomqondo wesakhiwo ukuthi kuguqulwe kuzo zonke lezi ziteshi ngaphandle kokwakha kabusha iphrojekthi njalo.

Kungani ikhono lefektri libaluleke kakhulu kunalokho okulindelekile kumikhiqizo eminingi

Kusukela embonini, imiklamo eminingi yamaholide iyahluleka ngesikhathi sokwenziwa. Izakhiwo zingase zibe yinkimbinkimbi kakhulu ukuba zingahlanganiswa, izingxenye zingase zenziwe abaphakeli abaningi abanemibala engaguquki, futhi amashejuli ezinkathi eziqinile ashiya isikhala esincane sokulungiswa.

Isethi yezipho zeholide ephumelelayo ayidalwa ngebhokisi elilodwa. Idalwa uhlelo oluhlelekile lokuklama, isakhiwo, izinto zokwakha, kanye nokukhiqiza okuhlelekile.

Kwa-Tuobo Packaging, sisiza imikhiqizo ukuguqula imibono yomkhiqizo ibe ukupakishwa kwesethi yezipho zeholide okulungiselelwa ukukhiqiza okusebenza emikhakheni yokuhlinzeka yangempela, hhayi kuphela ezethulweni zokuklama. Uma uhlela ukwethulwa kwakho kwesizini elandelayo futhi ungathanda ukuthi isethi yakho yezipho imele ngempela umkhiqizo wakho, ithimba lethu lingajabula ukuhlola umqondo wakho nawe.

Kusukela ngo-2015, besilokhu singumthombo othule ngemuva kwemikhiqizo engaphezu kuka-500 emhlabeni jikelele, siguqula ukupakisha kube yizinto ezibangela inzuzo. Njengomkhiqizi waseShayina ohlanganiswe ngokuqondile, sigxile kwizixazululo ze-OEM/ODM ezisiza amabhizinisi afana nelakho ukufeza ukukhushulwa kokuthengisa okufika ku-30% ngokuhlukanisa amaphakheji ngamasu.

Kusukelaizixazululo zokupakisha ukudla eziyisigineshaezikhulisa ukukhanga kweshelufuizinhlelo zokuthatha ezilungiselelweYakhelwe isivinini, iphothifoliyo yethu ihlanganisa ama-SKU angaphezu kuka-1,200 afakazelwe ukuthuthukisa ulwazi lwamakhasimende. Cabanga ngama-dessert akho ku-izinkomishi ze-ayisikhilimu eziphrintiwe ngokwezifisookuthuthukisa ukwabelana nge-Instagram, i-barista-gradeimikhono yekhofi engashisiezinciphisa izikhalazo zokuchitheka, nomaizithwali zephepha ezinophawu oluphezulueziguqula amakhasimende abe amabhodi okuhamba ngezinyawo.

Okwethuamagobolondo e-clamshell e-fiber kamobabasize amakhasimende angu-72 ukufeza imigomo ye-ESG ngenkathi benciphisa izindleko, futhiizinkomishi ezibandayo ze-PLA ezisekelwe ezitshalweniSiqhuba ukuthengwa okuphindaphindiwe kwama-cafe angenalo imfucuza. Sisekelwa amaqembu okuklama angaphakathi kanye nokukhiqizwa okuqinisekiswe yi-ISO, sihlanganisa izinto ezibalulekile zokupakisha—kusukela kuma-liners angangenisi amafutha kuya kuma-sticker anophawu—kube yi-oda elilodwa, i-invoyisi eyodwa, izinkinga zokusebenza zinciphe ngo-30%.

Sihlala sinamathela ezidingweni zamakhasimende njengesiqondiso, sikunikeza imikhiqizo esezingeni eliphezulu kanye nensizakalo ecatshangelwe kahle. Ithimba lethu lakhiwe ochwepheshe abanolwazi abangakunikeza izixazululo ezenziwe ngokwezifiso kanye neziphakamiso zokuklama. Kusukela ekuklanyweni kuya ekukhiqizweni, sizosebenzisana nawe eduze ukuqinisekisa ukuthi izinkomishi zakho zephepha ezingenalutho ezenziwe ngokwezifiso zihlangabezana kahle nokulindelekile kwakho futhi zidlula lokho okulindelwe.