{"id":79851,"date":"2018-01-17T15:51:21","date_gmt":"2018-01-17T08:51:21","guid":{"rendered":"https:\/\/www.boxme.vn\/?p=79851"},"modified":"2018-01-17T15:51:21","modified_gmt":"2018-01-17T08:51:21","slug":"nganh-hang-nen-phat-hang-mau","status":"publish","type":"post","link":"https:\/\/boxme.asia\/vi\/nganh-hang-nen-phat-hang-mau\/","title":{"rendered":"Ph\u00e1t h\u00e0ng m\u1eabu &#8211; sampling: Ng\u00e0nh h\u00e0ng n\u00e0o n\u00ean \u00e1p d\u1ee5ng \u0111\u1ec3 t\u0103ng hi\u1ec7u qu\u1ea3 kinh doanh?"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Ph\u00e1t h\u00e0ng m\u1eabu (sampling) l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 marketing hi\u1ec7u qu\u1ea3 m\u00e0 nhi\u1ec1u doanh nghi\u1ec7p \u00e1p d\u1ee5ng. C\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ph\u00e1t h\u00e0ng m\u1eabu gi\u00fap t\u1ed1i \u0111a h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 t\u0103ng t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i trong ph\u1ec5u b\u00e1n h\u00e0ng (sales funnel). Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i ng\u00e0nh h\u00e0ng n\u00e0o c\u0169ng c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng chi\u1ebfn thu\u1eadt marketing th\u00fa v\u1ecb n\u00e0y. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng ng\u00e0nh h\u00e0ng th\u01b0\u1eddng t\u1eadn d\u1ee5ng ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu \u0111\u1ec3 t\u0103ng hi\u1ec7u qu\u1ea3 marketing v\u00e0 doanh s\u1ed1 b\u00e1n h\u00e0ng:<\/span><\/p>\n<p><b>Ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng nhanh \u2013 FMCG (Fast Moving Consumer Goods)<\/b><br \/>\n<span style=\"font-weight: 400\">Theo \u0111\u00e1nh gi\u00e1 c\u1ee7a nhi\u1ec1u chuy\u00ean gia trong ng\u00e0nh, FMCG l\u00e0 ng\u00e0nh c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng nhanh ch\u00f3ng t\u1ea1i Vi\u1ec7t Nam do nhu c\u1ea7u h\u00e0ng ti\u00eau d\u00f9ng nhanh t\u0103ng \u0111\u1ed9t bi\u1ebfn trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y. Theo s\u1ed1 li\u1ec7u t\u1eeb Nielsen, ng\u00e0nh FMCG c\u00f3 s\u1ef1 t\u0103ng tr\u01b0\u1edfng kh\u1ea3 quan trong qu\u00fd 1 n\u0103m 2017, \u0111\u1ea1t 9,6%, t\u0103ng 5,3% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m ngo\u00e1i. S\u1ef1 c\u1ea1nh tranh c\u0169ng tr\u1edf n\u00ean kh\u1ed1c li\u1ec7t h\u01a1n trong qu\u00e1 tr\u00ecnh t\u00ecm ki\u1ebfm v\u00e0 chinh ph\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Do \u0111\u00f3, doanh nghi\u1ec7p ph\u1ea3i th\u1ef1c hi\u1ec7n nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb, k\u1ebft h\u1ee3p gi\u1eefa x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u qua k\u00eanh truy\u1ec1n th\u00f4ng (Above the line \u2013 ATL) v\u00e0 ho\u1ea1t \u0111\u1ed9ng k\u00edch th\u00edch b\u00e1n h\u00e0ng (Below the line \u2013 BTL). Trong \u0111\u00f3, ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu (sampling) \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng th\u01b0\u1eddng xuy\u00ean v\u00e0 li\u00ean t\u1ee5c, kh\u00f4ng ch\u1ec9 trong giai \u0111o\u1ea1n s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft m\u00e0 c\u00f2n \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng trong giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng, nh\u1eb1m m\u1ee5c ti\u00eau t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1. Trong ng\u00e0nh h\u00e0ng FMCG, c\u00f3 nh\u1eefng nh\u00f3m h\u00e0ng \u0111\u1eb7c tr\u01b0ng r\u1ea5t ph\u00f9 h\u1ee3p v\u1edbi ho\u1ea1t \u0111\u1ed9ng n\u00e0y:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Th\u1ef1c ph\u1ea9m \u2013 n\u01b0\u1edbc u\u1ed1ng:<\/b><span style=\"font-weight: 400\"> Ho\u1ea1t \u0111\u1ed9ng sampling di\u1ec5n ra ph\u1ed5 bi\u1ebfn trong ng\u00e0nh h\u00e0ng th\u1ef1c ph\u1ea9m v\u00e0 n\u01b0\u1edbc u\u1ed1ng. Nguy\u00ean nh\u00e2n l\u00e0 b\u1edfi y\u1ebfu t\u1ed1 nhu c\u1ea7u, s\u1edf th\u00edch, kh\u1ea9u v\u1ecb c\u1ee7a ng\u01b0\u1eddi mua r\u1ea5t \u0111a d\u1ea1ng, n\u00ean c\u00e1c nh\u00e3n h\u00e0ng th\u01b0\u1eddng mu\u1ed1n l\u1ea5y c\u1ea3m nh\u1eadn kh\u00e1ch h\u00e0ng v\u00e0 thu h\u00fat s\u1ef1 quan t\u00e2m khi ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi. \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng b\u1edfi PepsiCo khi g\u00e3 kh\u1ed5ng l\u1ed3 trong ng\u00e0nh th\u1ef1c ph\u1ea9m &#8211; n\u01b0\u1edbc u\u1ed1ng n\u00e0y tri\u1ec3n khai th\u1eed nh\u00e3n h\u00e0ng Naked Juice \u1edf th\u1ecb tr\u01b0\u1eddng Anh Qu\u1ed1c v\u00e0o n\u0103m 2012. 120,000 chai n\u01b0\u1edbc \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e1t th\u1eed t\u1ea1i c\u00e1c khu v\u1ef1c quanh London v\u00e0 nhanh ch\u00f3ng thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u201c<\/span><i><span style=\"font-weight: 400\">Ch\u00fang t\u00f4i nh\u1eadn th\u1ea5y c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 thu h\u00fat s\u1ef1 quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m n\u01b0\u1edbc qu\u1ea3 tuy\u1ec7t v\u1eddi n\u00e0y ch\u00ednh l\u00e0 qua vi\u1ec7c d\u00f9ng th\u1eed. B\u1eb1ng c\u00e1ch ti\u1ebfp c\u1eadn tr\u1ef1c ti\u1ebfp kh\u00e1ch h\u00e0ng nh\u01b0 v\u1eady, ch\u00fang t\u00f4i hy v\u1ecdng s\u1ebd x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 \u0111\u00f4ng \u0111\u1ea3o<\/span><\/i><span style=\"font-weight: 400\">\u201d &#8211; \u00f4ng Ian Pate, Qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a PepsiCo cho hay. Th\u1ef1c t\u1ebf ch\u1ee9ng m\u00ecnh kh\u00e1ch h\u00e0ng tin t\u01b0\u1edfng v\u00e0 nhanh ch\u00f3ng \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng khi \u0111\u01b0\u1ee3c d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m. Tuy nhi\u00ean, n\u1ebfu tr\u01b0\u1edbc \u0111\u00e2y c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng ph\u00e1t h\u00e0ng m\u1eabu b\u1eb1ng vi\u1ec7c ti\u1ebfp c\u1eadn tr\u1ef1c ti\u1ebfp t\u1ea1i \u0111i\u1ec3m b\u00e1n, v\u1ed1n t\u1ed1n nhi\u1ec1u chi ph\u00ed v\u00e0 c\u00f4ng s\u1ee9c th\u00ec hi\u1ec7n t\u1ea1i c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng b\u1eb1ng vi\u1ec7c s\u1eed d\u1ee5ng <\/span><a href=\"https:\/\/www.boxme.vn\/dich-vu\/giao-hang-mau-hang-thu\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><b>d\u1ecbch v\u1ee5 ph\u00e1t h\u00e0ng m\u1eabu uy t\u00edn.<\/b><\/a><\/li>\n<li><b>S\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c c\u00e1 nh\u00e2n:<\/b><span style=\"font-weight: 400\"> T\u01b0\u01a1ng t\u1ef1 ng\u00e0nh th\u1ef1c ph\u1ea9m, ch\u0103m s\u00f3c c\u00e1 nh\u00e2n l\u00e0 ng\u00e0nh c\u00f3 t\u00ednh \u0111\u1eb7c th\u00f9, s\u1ea3n ph\u1ea9m ph\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, h\u1ecd m\u1edbi ch\u1ea5p nh\u1eadn mua v\u00e0 trung th\u00e0nh v\u1edbi s\u1ea3n ph\u1ea9m. \u0110\u1eb7c bi\u1ec7t v\u1edbi s\u1ea3n ph\u1ea9m l\u00e0m \u0111\u1eb9p v\u00e0 ch\u0103m s\u00f3c c\u01a1 th\u1ec3, vi\u1ec7c ph\u00e1t sampling cho ph\u00e9p kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m mi\u1ec5n ph\u00ed s\u1ea3n ph\u1ea9m l\u00e0 \u0111i\u1ec1u r\u1ea5t c\u1ea7n thi\u1ebft. Th\u1ef1c t\u1ebf cho th\u1ea5y \u0111\u00e2y l\u00e0 ng\u00e0nh h\u00e0ng r\u1ea5t ch\u00fa tr\u1ecdng ho\u1ea1t \u0111\u1ed9ng sampling, ph\u1ed1i h\u1ee3p v\u1edbi nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng kh\u00e1c trong chi\u1ebfn l\u01b0\u1ee3c BTL v\u00e0 ti\u1ebfp th\u1ecb th\u01b0\u01a1ng m\u1ea1i (Trade marketing) \u0111\u1ec3 ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng to\u00e0n qu\u1ed1c. B\u00ean c\u1ea1nh \u0111\u00f3, ng\u00e0nh h\u00e0ng ch\u0103m s\u00f3c c\u00e1 nh\u00e2n c\u0169ng d\u1ec5 \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 b\u1eb1ng nhi\u1ec1u <\/span><a href=\"https:\/\/www.boxme.vn\/7-chien-thuat-phat-hang-mau-sampling\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><b>chi\u1ebfn thu\u1eadt ph\u00e1t h\u00e0ng m\u1eabu \u0111a d\u1ea1ng, s\u00e1ng t\u1ea1o.<\/b><\/a><\/li>\n<\/ul>\n<p><b>Ng\u00e0nh may m\u1eb7c <\/b><br \/>\n<span style=\"font-weight: 400\">Ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng c\u00f4ng ty gia c\u00f4ng, c\u1ea7n ti\u1ebfp c\u1eadn v\u00e0 t\u00ecm ki\u1ebfm doanh nghi\u1ec7p bu\u00f4n b\u00e1n v\u00e0 ph\u00e2n ph\u1ed1i h\u00e0ng th\u00e0nh ph\u1ea9m. Ngo\u00e0i ra, c\u00f4ng c\u1ee5 marketing n\u00e0y c\u0169ng h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p th\u00e0nh ph\u1ea9m may m\u1eb7c t\u00ecm ki\u1ebfm nh\u00e0 ph\u00e2n ph\u1ed1i. Theo \u0111\u00f3, nh\u1eefng s\u1ea3n ph\u1ea9m m\u1eabu c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng s\u1ebd gi\u00fap thuy\u1ebft ph\u1ee5c v\u00e0 g\u00e2y d\u1ef1ng ni\u1ec1m tin t\u1eeb ph\u00eda \u0111\u1ed1i t\u00e1c. V\u00ec v\u1eady, nh\u1eefng doanh nghi\u1ec7p thu\u1ed9c ng\u00e0nh may m\u1eb7c c\u0169ng c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng vi\u1ec7c sampling \u0111\u1ec3 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u00ecm ki\u1ebfm \u0111\u1ed1i t\u00e1c kh\u1eafp c\u1ea3 n\u01b0\u1edbc.<\/span><\/p>\n<p><b>M\u1ed9t s\u1ed1 lo\u1ea1i h\u00ecnh kinh doanh thu\u1ed9c ng\u00e0nh d\u1ecbch v\u1ee5<\/b><br \/>\n<span style=\"font-weight: 400\">Hi\u1ec7n nay, ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu kh\u00f4ng c\u00f2n d\u00e0nh ri\u00eang cho nh\u1eefng h\u00e0ng h\u00f3a c\u1ee5 th\u1ec3, h\u1eefu h\u00ecnh. Nh\u1eefng doanh nghi\u1ec7p d\u1ecbch v\u1ee5 v\u1ec1 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, s\u1eafc \u0111\u1eb9p, nh\u00e0 h\u00e0ng \u0103n u\u1ed1ng,..\u0111\u00e3 kh\u00e9o l\u00e9o l\u1ed3ng gh\u00e9p ho\u1ea1t \u0111\u1ed9ng sampling v\u00e0o chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Theo \u0111\u00f3, h\u1ecd g\u1eedi kh\u00e1ch h\u00e0ng nh\u1eefng th\u1ebb qu\u00e0 t\u1eb7ng (voucher), ho\u1eb7c m\u00e3 gi\u1ea3m gi\u00e1 (coupon) \u0111\u1ec3 khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 mi\u1ec5n ph\u00ed trong l\u1ea7n \u0111\u1ea7u ti\u00ean. Nh\u01b0 v\u1eady, doanh nghi\u1ec7p kinh doanh d\u1ecbch v\u1ee5 ti\u1ebfp c\u1eadn s\u1ed1 l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 mang l\u1ea1i gi\u00e1 tr\u1ecb l\u00e2u d\u00e0i cho doanh nghi\u1ec7p.<\/span><br \/>\n<span style=\"font-weight: 400\">B\u00e0i vi\u1ebft li\u00ean quan: <\/span><a href=\"https:\/\/www.boxme.vn\/7-sai-lam-khi-phat-hang-mau\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><b>\u0110\u1ec3 kh\u00f4ng m\u1eafc sai l\u1ea7m khi ph\u00e1t h\u00e0ng m\u1eabu cho kh\u00e1ch h\u00e0ng<\/b><\/a><\/p>\n<p><span style=\"font-weight: 400\">\u0110\u1ec3 h\u1ed7 tr\u1ee3 c\u00e1c doanh nghi\u1ec7p ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng kh\u1eafp c\u1ea3 n\u01b0\u1edbc b\u1eb1ng c\u00f4ng c\u1ee5 marketing h\u1eefu \u00edch n\u00e0y, Boxme tri\u1ec3n khai d\u1ecbch v\u1ee5 ph\u00e1t h\u00e0ng m\u1eabu to\u00e0n qu\u1ed1c v\u1edbi m\u1ee9c gi\u00e1 \u01b0u \u0111\u00e3i. Trong \u0111\u00f3, Boxme s\u1ebd ti\u1ebfp nh\u1eadn v\u00e0 x\u1eed l\u00ed chuy\u00ean nghi\u1ec7p h\u00e0ng m\u1eabu, qu\u00e0 t\u1eb7ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 v\u1eadn chuy\u1ec3n nhanh ch\u00f3ng \u0111\u1ebfn tay ng\u01b0\u1eddi nh\u1eadn. <\/span><\/p>\n<p><span style=\"font-weight: 400\">T\u1ea1i sao kh\u00f4ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng kh\u1eafp c\u1ea3 n\u01b0\u1edbc v\u1edbi d\u1ecbch v\u1ee5 c\u1ee7a Boxme ngay b\u00e2y gi\u1edd?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ph\u00e1t h\u00e0ng m\u1eabu (sampling) l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 marketing hi\u1ec7u qu\u1ea3 m\u00e0 nhi\u1ec1u doanh nghi\u1ec7p \u00e1p d\u1ee5ng. C\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ph\u00e1t h\u00e0ng m\u1eabu gi\u00fap t\u1ed1i \u0111a h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 t\u0103ng t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i trong ph\u1ec5u b\u00e1n h\u00e0ng (sales funnel). Tuy nhi\u00ean, kh\u00f4ng [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":79852,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[841,840],"tags":[426],"class_list":["post-79851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thi-truong","category-tmdt","tag-giai-phap-fulfillment"],"_links":{"self":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/79851","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/comments?post=79851"}],"version-history":[{"count":0,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/79851\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/media\/79852"}],"wp:attachment":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/media?parent=79851"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/categories?post=79851"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/tags?post=79851"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}