Kukhona okuncane okufakiwe Nike khona manje. Mhlawumbe usuvele uthola noma mhlawumbe ubanjwe ezindabeni, kodwa uma kwenzeka, sikubeka ngokushesha kulesi simo: indodana yephini likamongameli we amateku ubanjwe ethengisa kabusha (kwezinye izimo eshicilelo elilinganiselwe) ngezinga elikhulu, esebenzisa inethiwekhi yabantu ehleliwe, izinhlelo zokusebenza ezihlukahlukene ezithandwayo, kanye nekhadi lesikweletu likanina ngesikhathi kuqhubeka inqubo. Oh bonisa.
Ukuthengiswa kabusha kwamateku, ibhizinisi elichumayo
Abezindaba baseMelika abadumile Bloomberg ushicilele isihloko esithakazelisayo lapho i- modus operandi de UJoe Hebert. Le nsizwa eneminyaka engu-19 ubudala, eyaziwa kangcono kumanethiwekhi njenge-West Coast Joe nendodana yephini likamongameli we-Nike e-US, yayinenethiwekhi eqinile yokudayisa izicathulo, okuthi ngemva kwesikhathi eside ingenisa imali ephezulu, iqhume ebusweni bayo. .
Le ncwadi futhi yenza ireferensi enhle yokuthi lo mbhedo wamateki waqala kanjani, igciwane lawo lalingase litholakale ngo-1985, lapho u-Nike enquma ukwethula edume kakhulu. Umoya uJordani 1. Lo modeli, ngokuhlonipha umdlali we-basketball uMichael Jordan (futhi owayezogcina ekhiqize i-franchise yakhe ngaphakathi kwenkampani), "wayethengisa ngokushesha kunalokho okwakungakhiqizwa." Abathengisi bangena badayisa amayunithi ambalwa ababengawathola ukuze bathole okuthile okumba eqolo, besizakala ngokulangazelela kwabantu. I-brand yezicathulo yayikubhekisise lokhu kusabela kwemakethe futhi ku-Air Jordan 2 yaba yinhle kakhulu: yaphinde yakhawulela ukusatshalaliswa kwayo futhi yakhuphula intengo esemthethweni. Kwabe sekufika i-eBay futhi abantu bangena "ebhizinisini" nabo. Okunye, njengoba ungase ucabange, kakade umlando wezwe lama-sneaker.
Namuhla izinhlelo ezikhethekile nezifiselekayo ziphuma ngamanani aphezulu kakhulu, abathengisi abaningi abaphethe ukuxhashazwa futhi abasebenzisi ngezinye izikhathi benza "inhlanhla" yangempela. Akuvamile ukuthi abantu abaningi balinde ukwethulwa kwamamodeli athile, bazi kusengaphambili ukuthi bazofiswa kanjani, bathenge futhi badayise kabusha, benze imali enhle kule nqubo. E-US kuwumkhuba ojwayelekile, ngokuba khona kwamapulatifomu afana StockX, lapho ukuthengiswa kabusha kuwuhlelo losuku -okwamanje kungenye yezinsizakalo ezisezingeni eliphakeme zokuthenga kabusha izicathulo.
Futhi nje kulelo bhizinisi uJoe Hebert ayehileleke kulo, kuphela esimweni sakhe ngendlela ehlelekile, esebenzisa ama-bots nezinye izicelo zokuthenga ngamanani amakhulu nokusebenzisa ikhadi lesikweletu likanina ukuze akhokhe, okwakungeyona enye ngaphandle kwephini likamongameli we Nike.
Cook group, Discord neminye imiqondo
Ukudlala ngothando kukaHebert okokuqala ngqa lapho ebuyela ePortland (wayesanda kushiya eNyuvesi yase-Oregon), lapho ezwa ukuthi indoda ethile yayithole amapheya amane ezicathulo endaweni yokugcina izimpahla eyayingasasebenzi. Amateku e-Nike Mag (yebo, amateki athandwayo avela Emuva kwekusasa II). UHebert wamthinta, wamkhokhela u-$22.000 42.000, wabe esewathengisa kabusha, wathola u-$XNUMX XNUMX (cishe kabili).
Wabe eseqaphela iziteketiso izitini Slippers (ukuhumusha kungaba isitini ngeSpanishi), okungukuthi, imidiya encane namamodeli adumile angathengwa kalula. Ngezinye izikhathi kungenxa yokukhangisa okubi, abanye ekwamukelweni okungalungile ngabasebenzisi, kodwa noma ngabe kuyini, kuhlale kuholela endaweni efanayo: ukuncishiswa kwentengo yokuqala yesicathulo. Yilapho abasabalalisi nabathengisi benamathisela izintamo zabo futhi bathenge "ngobuningi," futhi basebenzisa izaphulelo namakhuphoni. Khona-ke, lapho sebekwazile ukuwaqeda, bazoqala ukuwathengisa ngenani eliphezulu.
U-Hebert wathola imali eningi futhi wabelane ngezimpumelelo zakhe ezinkundleni zokuxhumana, lapho ayenabalandeli abaningi ngokwengeziwe, ngakho wanquma ukuvula iqembu ku- I-Discord (isevisi yemiyalezo esheshayo yezwi le-VoP, ividiyo nengxoxo yombhalo -ukuthwebula isixhumi esibonakalayo ngezansi kwale migqa-) futhi ukhokhise imali yanyanga zonke kulabo ababenentshisekelo yokwazi ukuthi uthenge, udayise kanjani, nokuthi yimaphi amasu okuthengisa kabusha ayewasebenzisa ukwenza igolide, okuhlanganisa ukusetshenziswa kwe-bots ukuthenga kumayunithi amakhulu. Lokho umlingiswa wethu angakaze akutshele ukuthi wayazi kanjani ukuthi yisiphi isikhathi esifanelekile sokuthengisa kabusha, kubhekiselwa ekubeni nje abe ne abathintwayo abafanelekile.
Kwabe sekufika uhambo lwamaveni ukuyothenga amateki kubadayisi ezweni lonke. Ukuthunyelwa abuyela ngakho e-Portland kwakukukhulu, ehileleka ngokugcwele ekuthengisweni kwamakhophi ama-wholesale ayewathole ngokuqondile nangokuthenga ku-inthanethi, esebenzisa ama-bots (ophethe ukuthengwa okuzenzakalelayo kwamayunithi odabeni. wemizuzwana) ngezinhlelo ezifana nalezi i-cyber sole -thwebula ngaphansi kwale migqa-, ngabe y I-GaneshBot. Laba baphethe ukulandelela izitolo eziku-inthanethi ngesikhathi sokurekhoda, amanani okubika, ukukhuphuka nokuwa kwemikhiqizo, kanye nokwethulwa ngokushesha, ukukwazi ukwenza ukuthenga ngokuzenzakalelayo nokugcwalisa amafomu ngokushesha. Futhi konke lokhu ngaphandle kwezinhlelo zokuthengisa zewebhu ezikuqaphelayo ukugwema isenzo sabo.
Nge bot Imikhawulo yokuthenga yezitolo ezisemthethweni ingase yeqiwe ngokukhishwa okuthile (lapho kumiswa ukutholwa kwamapheya amabili kuphela ezicathulo ubukhulu bekhasimende ngalinye), into u-Heber ayenza ngokuhlala esebenzisa ikhadi elifanayo le-American Express. Kulolu hlelo, usomabhizinisi wethu wayengeyedwa: ngeDiscord wahola iqembu labantu abayi-15 noma "iqembu lokupheka» (iqembu labapheki), igama elisetshenziswa abathengisi bamateku ukuchaza abasizi babo, ngakho-ke emizuzwini embalwa, ngenxa yezaziso nokuthenga okungapheli kwekhompyutha, babephelelwe isitokwe, okushiya abathengi bangempela bengenazo izinketho .
Ubani u-Ann Hebert futhi wenzani kukho konke lokhu?
Indikimba kuyo yonke le ndaba, vele, ukuthi lelo khadi lesikweletu okukhulunywe ngalo ngaphambili lalingekho egameni likaJoe kodwa liku U-Ann Hebert. Futhi ungubani? Hhayi-ke, akukho okunye futhi akukho okungaphansi kweyakho umama kanye nomsebenzi wakwaNike oseneminyaka engaphezu kwengu-25 esebenza kule nkampani, kwaze kwaba seqophelweni lokuthi muva nje akhushulelwe esikhundleni usekela mongameli wesigaba kusukela eNyakatho Melika - akukho lutho. Inqubomgomo yefemu yokuthenga amakhophi, izaphulelo, ukuthengisa kabusha, nokunye okunjalo iqine kakhulu: abasebenzi abakwazi ukwenza inzuzo ngale mikhuba, ngakho ukuthola ukuthi u-Ann Hebert "ungemuva," okungenani ephepheni, Ibhizinisi elinjalo liye labangela ukuhamba kwakhe ngokushesha futhi. ukuvulwa kophenyo.
U-Joe uthi umama wakhe akakaze amnikeze ulwazi lwangaphakathi (naphezu kokuziqhenya esikhathini esidlule ngokuba "nokuxhumana okulungile") noma amakhodi esaphulelo. Nike futhi kubonakala kuhambisana nalezi zitatimende, okungenani okwamanje, okubonisa ukuthi azikho izimpawu umkhuba omubi ngu-Anne, kodwa umonakalo usuwenziwe kakade futhi iphini likamongameli kudingeke ukuthi alishiye ihhovisi lakhe.
Sizobona ukuthi lokhu kuphetha kanjani.