🍿 2022-05-09 13:01:05 - Paris/France.
Ukuphulukana nabathengi abangama-200 kwishishini elinezigidi ezingaphezulu kwama-000 akunakufane kubize imali eninzi njengoko kuxabisa ukusasaza isigebenga seNetflix kumboniso wayo wokugqibela wemivuzo. Kwaye ibingelohla nje inani labarhumileyo. Yayingowokuqala kuba kukho idatha. Kunye nale jug ingaqhelekanga yamanzi abandayo, inkampani yase-US iye yalumkisa ukuba ayikholelwa ukuba yinto ekhethekileyo, kodwa ityhilwe kwileta eya kubanini-zabelo ukuba ilindele ukuba inani lobulungu obuhlawulweyo lehla ezinye izigidi ezibini zabathengi kwikota yesibini 220. Ngenxa yoko, izabelo zeNetflix zehla nge-2022% ngosuku olunye, zaphulukana nexabiso lentengiso yenkampani ngaphezulu kwe-35 yeebhiliyoni zeedola. Ixabiso ayikabuyiselwa ngokupheleleyo, kwaye ukusukela ngoLwesine, izabelo zeNetflix zazimalunga ne-54 yeedola, i-187% ephantsi kunangaphambi kokuba iakhawunti ikhutshwe.
UFrancisco Torreblanca, uprofesa kwi-ESC Business & Marketing School, ubonisa oku kuhla kokuqala kwenani lokubhaliselwa okuhlawulwayo kwizinto ezintlanu eziphambili. Ubunzulu bokhuphiswano, ukunyuka kwamaxabiso kwiimarike ezithile, amarhe, umnqweno wamakhaya wokonga xa kukho ukungaqiniseki nokunxanelwa iindaba zizinto ezizivuselelayo. Kodwa i-dynamics yendlela yokusetyenziswa okusebenzayo ngokubanzi kunye nemodeli yokubhalisa ngokukodwa nayo inefuthe.
Iinkampani ezininzi ziguqukele kule ndlela yokuqonda ukusetyenziswa. Namhlanje, kunokwenzeka ukubhalisa kwiinkonzo zokushicilela, ukuhanjiswa kokutya, iindlela zokuthutha, abavelisi beemoto, imidiya, njl. Yindlela yokuba iinkampani ziqinisekise ukuhamba okuthe kratya okanye ngaphantsi kozinzo lwengeniso kwindawo eyandayo yokungaqiniseki. Kodwa nangona iyasebenza, kwaye ubungqina kukuba iinkampani ezininzi ziye zajoyina, imodeli inemida. Impumelelo yayo ixhomekeke kwicandelo, abantu ekujoliswe kubo, umxholo okanye izinto zenkcubeko nezengqondo.
“Imodeli yobhaliso ineenguqu ezimbini ezibalulekileyo. Ngexesha elifutshane, umnqweno wabathengi ulawula. Ngamanye amazwi, ndifuna ukubhalisa kwi-Netflix ukubukela umxholo, ndifuna ukubhalisa kwi-medium ukuze ndifikelele kwiindaba zayo ... Kodwa kwixesha eliphakathi kunye nexesha elide, imfuno ilawula ngenxa yokuba umnqweno ulahleka ngokuthe ngcembe. Imodeli yobhaliso yexesha elide isekwe kwiimfuno, utshilo uTorreblanca. Ngamanye amazwi, iimodeli zobhaliso ezinokuthi ziqhubeke nokusebenza ixesha elide ziya kuba zezo zibonelela ngesisombululo kwimfuno. I-Torreblanca inika umzekelo weqonga lokushukuma i-Whim, ethi, ngentlawulo, ibonelele ngokufikelela kwiindlela ezahlukeneyo zothutho, eziya kuba luncedo kwiingcali ezihamba rhoqo emsebenzini wazo.
UAdrián Navalón, isazi ngengqondo nengcali yezoqoqosho, ukhumbula ukuba ukuthenga kwabathengi kudla ngokuphenjelelwa zizinto ezingezizo ezona zibalo. “Kumba wokurhuma, ukukhula kubalula xa iimeko zoqoqosho, intlalo yoluntu kunye nezengqondo zidibana. Kuba iinkqubo zengqondo ezenza ukuba sithathe isigqibo ziyahluka,” utshilo.
Ngalo lonke ixesha sithatha isigqibo sokutya imveliso okanye inkonzo, umdaniso opheleleyo wokuguquguquka kwengqondo uqala oya kugqiba umphumo wesigqibo. “Kukho isivumelwano sokuba ukwanda kokungaqiniseki kwenzeka kuyo yonke indawo. Ukuthathwa kwezigqibo kulo mxholo wokungaqiniseki kuyayinyusa indima yocalucalulo lwengqondo kuba ziyinxalenye yengqiqo yomntu ngenxa yeendlela ezimfutshane esizisebenzisayo ekucingeni,” ushwankathela.
"Imodeli yeNetflix ibonelele ngezinto ezilindelekileyo xa abathengi beqala ukuthenga ubhaliso lwabo ngobuninzi, ulindelo lwemveliso, ulindelo lomxholo, lukwancediswa ngawo onke amaphulo abo onxibelelwano kunye nommiselo wabantu abakummandla wethu esele benayo iNetflix. Oku kwakhokelela ekuthengeni okukhulu; ke, xa unamava okuthenga ngokwenene, kulapho senza isigqibo sokuba siqhubeke okanye hayi. Kuya kubakho abantu abahlala ukugcina ukuba baneNetflix. Ngenxa yokuba enye yeendlela zokukhetha kukuqinisekisa ukuthambekela. Ngamanye amaxesha xa sithatha isigqibo, siyaqonda ukuba eso yayisisigqibo esingafanelekanga, kodwa nangona yonke into, siya kuthethelela izinyo kunye nezikhonkwane. Kwaye nathi siya kuziqinisekisa ukuba into yokuba siqhubeke nale nto ilungile, ”ubonisa ngocalucalulo.
ubuyele esiqhelweni
Ngexesha lobhubhane, iinkampani ezininzi ziye zaxhamla ngokucacileyo. Iinkampani zamayeza, abavelisi bemaski, iinkonzo zokuhanjiswa kokutya okanye iNetflix ngokwayo ziphakathi kwazo. Into enokwenzeka kukubuyela kwimeko yesiqhelo emva kwexesha elihle kakhulu kwezi nkampani.
"Nangona iNetflix yandulela ixesha le-Covid, ndiyakholelwa ukuba iminyaka yobhubhani iyincede kakhulu," utshilo uNavalón, ukusukela phakathi kukaDisemba ka-2019 kwangaloo nyanga inye ka-2021, inani labarhumo abahlawulwayo kwiNetflix lenyuke laya kutsho kwi-54,75 yezigidi. . “Itshintshe kakhulu. Abantu ngoku baninzi ezitratweni, benomnqweno ngakumbi kunangaphambili kweCovid. Ukusetyenziswa kweemveliso okanye iinkonzo ezithile ngendlela ethile kunokuhla,” uxela kwangaphambili.
UTorreblanca uyavumelana nokufunda ukuba ubuyela kumanqanaba omsebenzi oqhelekileyo. “Ininzi into enokuyenza ngayo. Ekugqibeleni, ngomnye umkhwa otshintshayo. Into eyenzekayo kukuba asiyiqondi ngakumbi kuba utshintsho kumkhwa alukho ngokukhawuleza okanye lucace njengoko bekunjalo ngexesha lobhubhane. Umkhwa othile wokusebenzisa ovela koku unokugcinwa, kodwa hayi ezona ncopho zosetyenziso. Oku kuhla kusengqiqweni, kuba izinto ezibangele la manqanaba akhethekileyo omsebenzi afikelele esiphelweni,” uyacacisa.
Kodwa nangokwanda okungenakuphikiswa kwamanani ababhalisile okuziswe ngubhubhane, mhlawumbi ayizizo zonke ebezilungile kwiNetflix kwixesha eliphakathi. Ukubuzwa ukuba kunokwenzeka na ukuba ezingqondweni zabanye abathengi umbono wokubukela iNetflix inxulunyaniswe namaxesha angalunganga obhubhane, ukuba ihlale iluhlobo lomsebenzi xa ubambene ekhaya, uNavalón yikhuphe ngaphandle. . "Inokwenzeka. Kuya kufuneka ufunde ukuze ubone oko. IPsychology isekelwe kwizifundo kwaye kufuneka ibonwe. Ewe, kuyinyani ukuba imibutho ikhona kwaye, ngokwenene, xa ukhetho lukhatywa, zonke izinto ezinxulumene nolu khetho zinokwenzakala. Iziganeko ezahlukeneyo zingenzeka. Mhlawumbi le nto uyixelayo inokuba yiyo,” watsho. "Kunokubakho ingqiqo, kodwa kule meko ungazi, impendulo ecela ukuba ngoku le nto ufuna ukuyenza yahlukile kule siyenzileyo ngexesha lo bhubhani. Hamba uhambe, hamba uhambe, ukuba ufuna ukubona imuvi, yiya kwigumbi njengoko sasisenza ngaphambi kwentsholongwane, ”utshilo.
umjikelo wezoqoqosho
Ngaphaya kwesi simbuku sezizathu, ukuthambekela okungenakuthintelwa kwale nkampani mhlawumbi kufike ngokuchasene nesinye isigaba somjikelo womsebenzi wayo.
"Kukho ulandelelwano kwintengiso ebaluleke kakhulu: into entsha, intsingiselo kunye nefashoni," ucacisa uTorreblanca. “Into entsha kuxa kuvela into entsha; trend, xa inokuba nomdla abantu kwaye siqala ukubona ngakumbi, kunye nefashoni xa wonke umntu eyinxiba okanye ayidle. Le mpumelelo ekubeni ibe yifashoni ithetha ukuba inkampani eyenzileyo, nokuba ibinguvulindlela, ihleli ingahlukani. U-Netflix wayenguvulindlela, kodwa mangaphi amaqonga akhoyo ngoku? I-HBO, i-Amazon, iSky, i-Dazn, oomabonakude bemveli ngokwabo… Ekugqibeleni, kukho ukugcwala okukhohlakeleyo kangangokuba kuyinto eqhelekileyo ukuba kubekho incopho kunye nesilingi”, utshilo.
UNavalón uyavuma: “Zonke iimodeli zamashishini zinendlela yazo. Bafumana ukunyuka okubonakalayo, emva koko uhlobo oluthile lwethafa okanye udibaniso, emva koko kukho ukwehla okuthile. Zininzi izinto. Inyani yokuba bona ngokwabo belindele ukwehla kwababhalisi babo ibonisa ukuba kufuneka baqhubeke nokuguqula imodeli yabo ”.
KuTorreblanca, okwenzekileyo kusisilumkiso koomatiloshe. "Into efanayo eyenzekayo kwiNetflix inokwenzeka nakweliphi na elinye iqonga ngomso. Ukuba kuyenzeka kwinkokeli yodidi, ayinakwenzeka njani eyesibini, eyesithathu okanye eyesihlanu… Yimpembelelo eyosulelayo, ezi ndaba zokuwa kweNetflix zichaphazela abanye kuba ziyabonakala. Ayichaphazeli nje inkokeli, ichaphazela icandelo leshishini ngokwalo. Kanye njengokuba ukuthengiswa kwe-Amazon kuchaphazelekayo, kuya kuthathwa njengokuchaphazela ukuthengiswa kwe-intanethi ngokubanzi.
Ingcali ye-ESC ikholelwa ukuba imodeli yokubhalisa okanye ukuthenga kwi-intanethi, ukusetyenziswa kwe-megatrends ngokwabo, kuya kuba nesilingi. “Ngomso, imodeli entsha yeshishini inokuphuma ingcono kunemodeli yobhaliso, kwaye ngobusuku inokuphelelwa. Sele sibona imizekelo kwiinkampani ezirhumayo ezikuvumela ukuba uhlawule kuphela oko kusetyenzisiweyo endaweni yokuhlawula umrhumo; ezinye iifomu ziyeza kungekudala eziya kuthatha indawo yemodeli yomrhumo wokuqala,” uqukumbela ngelitshoyo.
Ukusuka kwintsimbi ukuya kwiphiko likakrebe
iintsimbi kunye namaphiko
Isantya apho utshintsho olwenzekayo kusetyenziso oluninzi luyakwazi ukuqhuba amashishini phezulu okanye ezantsi ngokukhawuleza kunangaphambili. UTorreblanca uthi kwiminyaka embalwa edlulileyo kwacaciswa kwizikolo zentengiso ukuba ubomi beemveliso babufana nentsimbi ejika kancinci kwinqanaba ngalinye. “Bekukho abavelisi bokuqala, abamkele kuqala, uninzi lwangaphambili olululuntu ngokubanzi, uninzi olubambekayo, emva koko abalahli ngokupheleleyo,” utshilo. “Ngoku sibona iimodeli zamashishini zigqobhoza, zikhule ngokukhawuleza, ze zehle kakhulu kuba kuvela ezinye iimodeli zamashishini eziphindaphindayo, okanye azixhaswanga yimfuno. Lo mzekelo ubizwa ngokuba yi-shark fin, ngenxa yendlela yequbuliso apho imveliso okanye inkonzo yamkelwa ngayo ngabathengi,” ubonisa oko.
Uluvo lokusebenzisa
“Endaweni yobuninzi bemfuno yomntu ngamnye, kukho utshintsho olukhawulezileyo kwiindlela zabathengi abaninzi. Kwelinye icala, sinemizekelo emininzi yokwahlulahlula. Ngokusekelwe kwimodeli yeshishini lika-Airbnb, kwayilwa uMnu. B&B, eyindlu ka-Airbnb eyenzelwe ngokukhethekileyo abantu abathandanayo. Uluntu lwama-gay ngoko luneqonga elicinga ngakumbi malunga nendlela yabo yokuphila. Omnye umzekelo inokuba nguMissCar, efana neBlablacar kodwa yamantombazana kuphela,” ucaphula uTorreblanca njengomzekelo. Ngokujongana nala matyala, ulwahlulo olusekwe kwizazisi lunokonwabela. “Kunento yokwenza nento yokuba sityekele ekuxeliseni okwenziwa liqela lethu. Nantoni na abandinika yona xa kuthelekiswa naleyo, ndiza kuyamkela kakhulu,” utsho uNavalón. Ngale nto, inqanaba elithile lobuntu liphunyeziwe ngaphandle kokubeka umngcipheko kwinzuzo kakhulu, kodwa ingcaphephe ilumkisa ukuba kwinkqubo yokunikezela ngeemveliso kumaqela, ezinye izinto eziguquguqukayo zilahlekile ezinokuvumela ubuwena obunzulu ukuba 'imveliso yonke ifundwe ngokusetyenziswa nzulu. inkqubo.
Bonke ababhalisile?
Akunjalo kwakona. "Umkhwa ukusukela kwiminyaka eyiwaka yeyokurenta endaweni yokuba ibe yeyakho, kodwa xa sele iyinto eqhelekileyo abantu baqonde ukuba abananto kwaye inokusibuyisela kwimodeli yemveli ...
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🤓