Kukho okuncinci okuxhonyiweyo Nike ngoku. Mhlawumbi sele ufumene okanye mhlawumbi ubanjwe kwiindaba, kodwa ukuba kunokwenzeka, sikubeka ngokukhawuleza kwimeko: unyana we-vice-president we zapatillas uye wabanjwa ethengisa kwakhona (kwezinye iimeko kuhlelo olulinganiselweyo) iikopi kwizinga elikhulu, esebenzisa uthungelwano olulungelelanisiweyo lwabantu, ii-apps ezahlukeneyo ezidumileyo, kunye nekhadi letyala likanina kwinkqubo. Owu bonise.
Ukuthengiswa kweeteki, ishishini elikhulayo
Imithombo yeendaba edumileyo yaseMelika Bloomberg upapashe inqaku elinomdla apho i modus operandi de UJoe Hebert. Lo mntwana uneminyaka eyi-19 ubudala, owaziwa kangcono kuthungelwano njenge-West Coast Joe kunye nonyana we-vice-president we-Nike e-US, wayenothungelwano oluqinileyo lokuthengisa izihlangu ezithi, emva kwexesha elide zivelisa ingeniso ephezulu, ziqhume ebusweni bakhe. .
Le leta ikwanika isalathiso esimangalisayo malunga nendlela obu budenge baqala ngayo i-sneakers, intsholongwane yayo yayinokufumaneka ngo-1985, xa uNike wagqiba ekubeni aqalise edume kakhulu. Umoya Jordan 1. Lo mzekelo, ngokuhlonipha umdlali webhasikithi uMichael Jordan (kwaye ngubani oza kugqiba ukuvelisa i-franchise yakhe ngaphakathi kwefemu), "wayethengisa ngokukhawuleza kunokuba inokwenziwa." Abathengisi badlala kwaye bathengisa iiyunithi ezimbalwa abanokuthi bazifumanele into ebiza kakhulu, besebenzisa iminqweno yabantu. Uphawu lwezihlangu lwaluqwalasela ngononophelo olu tshintsho lwemarike kwaye kwi-Air Jordan 2 yaba yinto egqwesileyo: yanciphisa ngakumbi ukuhanjiswa kwayo kwaye yanyusa iindleko ezisemthethweni. Emva koko i-eBay yafika kwaye abantu bangena "kwishishini" nabo. Eminye, njengoko unokucinga, sele iyimbali yehlabathi le-sneaker.
Namhlanje olona hlelo lukhethekileyo kunye nolunqwenelekayo luphuma ngamaxabiso aphezulu kakhulu, apho abathengisi abaninzi bajongene nokuxhaphaza kunye nabasebenzisi ngamanye amaxesha benza "ithamsanqa". Akuqhelekanga ukuba abantu abaninzi balinde ukuqaliswa kweemodeli ezithile, besazi kwangaphambili ukuba baya kunqwenela njani, ukuthenga nokuthengisa kwakhona, ukwenza imali eninzi kwinkqubo. E-US yinto eqhelekileyo eqhelekileyo, kunye nobukho bamaqonga afana StockX, apho ukuthengiswa kwakhona kumyalelo wemini-ngoku yenye yeenkonzo ezigqwesileyo zokuthenga kwakhona izihlangu.
Kwaye nje kwelo shishini uJoe Hebert wayebandakanyeka kulo, kuphela kwimeko yakhe ngendlela elungelelanisiweyo, esebenzisa i-bots kunye nezinye izicelo zokuthenga ngobuninzi kunye nokusebenzisa ikhadi letyala likanina kwiintlawulo, ezazingekho ngaphandle kosekela-mongameli we Nike.
Cook iqela, Discord kunye nezinye iikhonsepthi
Ukuthandabuza kukaHebert okokuqala ngendawo yokuthenga nokuthengisa kwakukubuyela kwakhe ePortland (ebesandula ukuphuma kwiYunivesithi yaseOregon), xa weva ukuba indoda ifumene ipere ezine zezihlangu kwindawo yokugcina impahla. Iiteki zikaNike Mag (ewe, iiteki ezinqwenelekayo ezivela Buyela kwiKamva II). UHebert waqhagamshelana naye, wamhlawula ii-$22.000 42.000, waza waphinda wazithengisa, wafumana ii-$XNUMX XNUMX (phantse kabini).
Emva koko waqaphela iziteketiso izitena slippers (ukuguqulelwa kuya kuba sisitena ngesiSpanish), oko kukuthi, imidiya engaphantsi kunye neemodeli ezithandwayo ezinokuthengwa ngokulula. Ngamanye amaxesha kubangelwa ukupapashwa kakubi, abanye ukuba bamkeleke kakubi ngabasebenzisi, kodwa nokuba yintoni na, ihlala ikhokelela kwindawo efanayo: ukunciphisa ixabiso lokuqala lesihlangu. Kulapho abasasazi kunye nabathengisi befaka iintamo zabo kwaye bathenge "ngobuninzi," kwaye bathathe inzuzo yezaphulelo kunye namakhuphoni. Emva koko, xa bekwazile ukuphelelwa zizo, baya kuqalisa ukuzithengisa ngexabiso eliphezulu.
U-Hebert wafumana imali eninzi kwaye wabelana ngezinto aziphumeleleyo kwiintanethi zentlalo, apho wayenabalandeli abaninzi nangakumbi, ngoko ke wagqiba ekubeni avule iqela kwi-intanethi. Ingxoxo (inkonzo yemiyalezo ekhawulezileyo yeVoP yelizwi, ividiyo kunye nengxoxo yombhalo-i-interface yokubamba ngezantsi kwale migca-) kwaye uhlawule umrhumo wenyanga kwabo babenomdla wokwazi ukuba uthenge njani, wathengisa, kwaye zeziphi izicwangciso zokuthengisa awayezisebenzisa ukwenza igolide, kubandakanya ukusetyenziswa kwe-bots ukuthengwa kwiiyunithi ezinkulu. Into engazange ixelelwe ngumlinganiswa wethu yindlela awazi ngayo ukuba leliphi elona xesha lifanelekileyo lokuthengisa kwakhona, ebhekisa ekubeni abe nayo abafowunelwa abafanelekileyo.
Emva koko kwafika iihambo zeveni ukuya kuthenga iiteki kubathengisi kwilizwe lonke. Ukuthunyelwa apho wabuyela ePortland kwakukhulu, ukufumana inxaxheba ngokupheleleyo kwiintengiso zentengiso kunye neentengiso zeekopi azifumene ngokuthe ngqo kunye nokuthengwa kwe-intanethi, ngokusetyenziswa kwe-bots (ejongene nokuthengwa ngokuzenzekelayo kweeyunithi kumcimbi. yemizuzwana) ngeenkqubo ezinje i-cyber sole -bamba phantsi kwale migca-, kodai y GaneshBot. Ezi zijongene nokulandelela iivenkile ze-intanethi ngexesha lokurekhoda, amaxabiso engxelo, ukunyuka kunye nokuwa kweemveliso, kunye nokuqaliswa ngokukhawuleza, ukukwazi ukuthenga ngokuzenzekelayo kunye nokugcwalisa iifom ngokukhawuleza. Kwaye konke oku ngaphandle kweenkqubo zokuthengisa zewebhu eziqondayo ukuphepha isenzo sabo.
Nge bots Unyino lokuthenga kwiivenkile ezisemthethweni lunokude luthintelwe ngokukhutshwa okuthile (xa kuthe kwafunyanwa ipere ezimbini kuphela zezihlangu ubuninzi bomthengi ngamnye), into eyenziwa nguHeber ngokusoloko esebenzisa ikhadi elifanayo leAmerican Express. Kule nkqubo, ewe, usomashishini wethu wayengeyedwa: ngeDiscord wayekhokela iqela labantu abali-15 okanye "iqela lokupheka»(iqela labapheki), igama elisetyenziswa ngabathengisi be-sneaker ukuchaza abancedisi babo, ngoko ke kwimizuzu embalwa, ngenxa yezilumkiso kunye nokuthengwa kwekhompyutheni okungapheliyo, baphelelwe kwisitokhwe, beshiya abathengi bokwenene ngaphandle kokhetho.
Ngubani uAnn Hebert kwaye wenza ntoni kuyo yonke le nto?
Umxholo kulo lonke ibali, ewe, kukuba kanye eli khadi letyala likhankanywe ngaphambili lalingekho egameni likaJoe kodwa UAnn Hebert. Yaye ngubani yena? Ewe, akukho nto kwaye akukho nto ingaphantsi kweyakho i-madre kunye nomsebenzi we-Nike oye waba nenkampani iminyaka engaphezu kwe-25, ukuya kwinqanaba lokunyuswa kutshanje njenge usekela mongameli wecandelo ukusuka kuMntla Melika - akukho nto. Umgaqo-nkqubo wenkampani ekuthengeni ikopi, izaphulelo, ukuthengisa kwakhona, kunye nokunye okunjalo kungqongqo kakhulu: abasebenzi abanako ukwenza inzuzo kule mikhwa, ngoko ke ukufumanisa ukuba u-Ann Hebert "usemva," ubuncinane ephepheni, Ishishini elinjalo liye labangela ukuba ahambe ngokukhawuleza kwaye ukuvulwa kophando.
UJoe ubanga ukuba umama wakhe akazange amnike ulwazi lwangaphakathi (nangona wayeqhayisa kwixesha elidlulileyo ngokuba "nonxibelelwano olufanelekileyo") okanye iikhowudi zesaphulelo. Nike kwakhona kubonakala kuhambelana nezi nkcazo, ubuncinane okwangoku, ebonisa ukuba akukho nto ibonisa mkhuba ombi ngu-Anne, kodwa umonakalo sele wenziwe kwaye usekela-mongameli kuye kwafuneka ayishiye iofisi yakhe.
Siza kubona ukuba oku kuphelela njani.