{"id":136487,"date":"2025-08-18T14:26:49","date_gmt":"2025-08-18T08:56:49","guid":{"rendered":"https:\/\/anchanto.com\/?p=136487"},"modified":"2025-08-18T15:23:38","modified_gmt":"2025-08-18T09:53:38","slug":"tai-sao-thuong-mai-dien-tu-khong-con-la-mot-kenh-ban-hang-va-y-nghia-cua-no-doi-voi-cac-thuong-hieu","status":"publish","type":"post","link":"https:\/\/prod-qa.anchanto.com\/vn-vn\/tai-sao-thuong-mai-dien-tu-khong-con-la-mot-kenh-ban-hang-va-y-nghia-cua-no-doi-voi-cac-thuong-hieu\/","title":{"rendered":"T\u1ea1i sao Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed kh\u00f4ng c\u00f2n l\u00e0 m\u1ed9t &#8220;K\u00eanh b\u00e1n h\u00e0ng&#8221; v\u00e0 \u00fd ngh\u0129a c\u1ee7a n\u00f3 \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"\n<p>N\u1ebfu c\u00f3 m\u1ed9t \u0111i\u1ec1u m\u00e0 <strong>c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn v\u1eabn hi\u1ec3u sai v\u1ec1 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed (TM\u0110T)<\/strong>, <strong>\u0111\u00f3 l\u00e0 h\u1ecd coi n\u00f3 nh\u01b0 m\u1ed9t d\u1ef1 \u00e1n, ch\u1ee9 kh\u00f4ng ph\u1ea3i m\u1ed9t s\u1ef1 chuy\u1ec3n \u0111\u1ed5i<\/strong>. TM\u0110T kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t k\u00eanh b\u00e1n h\u00e0ng; n\u00f3 l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh kinh doanh gi\u00fap b\u1ea1n c\u1ea1nh tranh, ph\u00e1t tri\u1ec3n v\u00e0 chi\u1ebfn th\u1eafng.<\/p>\n\n\n\n<p>Trong m\u1ed9t podcast g\u1ea7n \u0111\u00e2y, <strong>Anirudh Venkat, Gi\u00e1m \u0111\u1ed1c qu\u1ed1c gia c\u1ee7a Anchanto t\u1ea1i Singapore<\/strong>, \u0111\u00e3 chia s\u1ebb nh\u1eefng thi\u1ebfu s\u00f3t trong h\u1ea7u h\u1ebft c\u00e1c l\u1ed9 tr\u00ecnh TM\u0110T v\u00e0 l\u00fd do t\u1ea1i sao ngay c\u1ea3 nh\u1eefng t\u00ean tu\u1ed5i l\u1edbn nh\u1ea5t v\u1eabn g\u1eb7p kh\u00f3 kh\u0103n v\u1edbi quy m\u00f4, c\u1ea5u tr\u00fac v\u00e0 th\u00e0nh c\u00f4ng.<\/p>\n\n\n\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng \u0111i\u1ec3m c\u1ed1t l\u00f5i ch\u00fang t\u00f4i \u0111\u00e3 c\u00f9ng th\u1ea3o lu\u1eadn:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-b\u1eaft-d\u1ea7u-t\u1eeb-ng\u01b0\u1eddi-mua-s\u1eafm-khong-ph\u1ea3i-kenh-ban-hang\">B\u1eaft \u0111\u1ea7u t\u1eeb ng\u01b0\u1eddi mua s\u1eafm, kh\u00f4ng ph\u1ea3i k\u00eanh b\u00e1n h\u00e0ng<\/h3>\n\n\n\n<p>Anirudh cho bi\u1ebft qu\u00e1 tr\u00ecnh mua s\u1eafm c\u1ee7a anh th\u01b0\u1eddng b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m tr\u1ef1c tuy\u1ebfn tr\u01b0\u1edbc khi mua t\u1ea1i c\u1eeda h\u00e0ng. H\u00e0nh vi chuy\u1ec3n \u0111\u1ed5i li\u1ec1n m\u1ea1ch gi\u1eefa c\u00e1c n\u1ec1n t\u1ea3ng n\u00e0y kh\u00f4ng h\u1ec1 hi\u1ebfm g\u1eb7p. Nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm ki\u1ebfm th\u00f4ng tin online tr\u01b0\u1edbc khi \u0111\u1ebfn c\u1eeda h\u00e0ng v\u1eadt l\u00fd \u0111\u1ec3 tr\u1ea3i nghi\u1ec7m v\u00e0 mua s\u1eafm. Ng\u01b0\u1ee3c l\u1ea1i, vi\u1ec7c tr\u1ea3i nghi\u1ec7m t\u1ea1i c\u1eeda h\u00e0ng c\u0169ng gi\u00fap h\u1ecd \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng online \u0111\u1ec3 thu\u1eadn ti\u1ec7n h\u01a1n ho\u1eb7c c\u00f3 gi\u00e1 t\u1ed1t h\u01a1n.<\/p>\n\n\n\n<p>\u0110\u00e2y l\u00e0 xu h\u01b0\u1edbng mua s\u1eafm ph\u1ed5 bi\u1ebfn hi\u1ec7n nay, nh\u01b0ng nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u v\u1eabn xem online v\u00e0 offline l\u00e0 hai chi\u1ebfn tuy\u1ebfn \u0111\u1ed1i \u0111\u1ea7u. Tuy nhi\u00ean, ng\u00e0y nay, <strong>m\u1ecdi ho\u1ea1t \u0111\u1ed9ng th\u01b0\u01a1ng m\u1ea1i \u0111\u1ec1u l\u00e0 TM\u0110T, v\u00ec ngay c\u1ea3 vi\u1ec7c mua s\u1eafm t\u1ea1i c\u1eeda h\u00e0ng c\u0169ng \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi c\u00e1c h\u1ec7 th\u1ed1ng k\u1ebft n\u1ed1i.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-m\u1ed7i-th\u01b0\u01a1ng-hi\u1ec7u-d\u1ec1u-co-m\u1ee5c-dich-rieng\">M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u c\u00f3 m\u1ee5c \u0111\u00edch ri\u00eang<\/h3>\n\n\n\n<p>Anirudh tin r\u1eb1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng TM\u0110T v\u1edbi nh\u1eefng m\u1ee5c \u0111\u00edch kh\u00e1c nhau. D\u1ef1a tr\u00ean c\u00e1ch th\u1ee9c v\u00e0 m\u1ee5c \u0111\u00edch s\u1eed d\u1ee5ng, anh ph\u00e2n lo\u1ea1i ch\u00fang th\u00e0nh c\u00e1c ph\u00e2n kh\u00fac sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Th\u1ecb tr\u01b0\u1eddng \u0111\u1ea1i ch\u00fang (Mass Market):<\/strong> C\u00e1c th\u01b0\u01a1ng hi\u1ec7u thu\u1ed9c nh\u00f3m n\u00e0y t\u1eadp trung v\u00e0o vi\u1ec7c s\u1eed d\u1ee5ng TM\u0110T \u0111\u1ec3 t\u0103ng doanh s\u1ed1 v\u00e0 m\u1edf r\u1ed9ng quy m\u00f4. H\u1ecd tin r\u1eb1ng k\u00eanh tr\u1ef1c tuy\u1ebfn ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau c\u1ee7a h\u1ecd v\u00ec chi ph\u00ed ph\u1ee5c v\u1ee5 th\u1ea5p h\u01a1n. H\u01a1n n\u1eefa, h\u1ecd ch\u1ee7 y\u1ebfu t\u1eadp trung v\u00e0o gi\u00e1 c\u1ea3 ho\u1eb7c \u0111\u1ea3m b\u1ea3o c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c doanh s\u1ed1 ph\u00f9 h\u1ee3p th\u00f4ng qua \u0111\u00fang k\u00eanh.<\/li>\n\n\n\n<li><strong>Th\u1ecb tr\u01b0\u1eddng cao c\u1ea5p (Mass Affluent):<\/strong> C\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong ph\u00e2n kh\u00fac n\u00e0y nh\u00ecn nh\u1eadn TM\u0110T qua hai m\u00f4 h\u00ecnh: kinh doanh tr\u00ean s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 kinh doanh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (D2C). M\u1ee5c ti\u00eau c\u1ee7a h\u1ecd l\u00e0 t\u00ecm ki\u1ebfm s\u1ef1 c\u00e2n b\u1eb1ng gi\u1eefa hai m\u00f4 h\u00ecnh n\u00e0y, v\u00ec m\u1ed7i m\u00f4 h\u00ecnh ph\u1ee5c v\u1ee5 m\u1ed9t m\u1ee5c \u0111\u00edch kh\u00e1c nhau.<\/li>\n\n\n\n<li><strong>Th\u01b0\u01a1ng hi\u1ec7u xa x\u1ec9 (Luxury):<\/strong> C\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong ph\u00e2n kh\u00fac n\u00e0y coi TM\u0110T l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ec3 m\u1edf r\u1ed9ng tr\u1ea3i nghi\u1ec7m cao c\u1ea5p th\u00f4ng qua n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1, v\u00ed d\u1ee5 nh\u01b0 d\u1ecbch v\u1ee5 &#8220;white glove&#8221; (d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c \u0111\u1eb7c bi\u1ec7t) ho\u1eb7c d\u1ecbch v\u1ee5 h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng. M\u1ee5c \u0111\u00edch c\u1ee7a h\u1ecd l\u00e0 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3 v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i th\u1ee7. Do \u0111\u00f3, tr\u1ecdng t\u00e2m c\u1ee7a h\u1ecd l\u00e0 x\u00e2y d\u1ef1ng tr\u1ea3i nghi\u1ec7m k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 quy tr\u00ecnh cung c\u1ea5p nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u00f3.<\/li>\n<\/ul>\n\n\n\n<p>C\u1ea7n hi\u1ec3u r\u1eb1ng m\u1ed7i ph\u00e2n kh\u00fac n\u00e0y t\u01b0\u01a1ng t\u00e1c v\u1edbi TM\u0110T m\u1ed9t c\u00e1ch kh\u00e1c nhau, t\u00f9y thu\u1ed9c v\u00e0o c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 nh\u00e0 b\u00e1n l\u1ebb \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-tmdt-la-m\u1ed9t-l\u1edbp-lien-k\u1ebft-gi\u1eefa-cac-b\u1ed9-ph\u1eadn\">TM\u0110T l\u00e0 m\u1ed9t l\u1edbp li\u00ean k\u1ebft gi\u1eefa c\u00e1c b\u1ed9 ph\u1eadn<\/h3>\n\n\n\n<p>C\u00e1c c\u00f4ng ty tr\u01b0\u1edfng th\u00e0nh xem TM\u0110T nh\u01b0 m\u1ed9t l\u1edbp v\u1eadn h\u00e0nh xuy\u00ean su\u1ed1t c\u00e1c b\u1ed9 ph\u1eadn. N\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t k\u00eanh thu\u1ed9c s\u1edf h\u1eefu c\u1ee7a m\u1ed9t \u0111\u1ed9i (nh\u01b0 IT, Marketing hay B\u00e1n l\u1ebb).<\/p>\n\n\n\n<p>Anirudh n\u00f3i r\u1eb1ng n\u1ebfu <strong>chu\u1ed7i cung \u1ee9ng ho\u1eb7c b\u1ed9 ph\u1eadn t\u00e0i ch\u00ednh tham gia v\u00e0o vi\u1ec7c qu\u1ea3n l\u00fd TM\u0110T, doanh nghi\u1ec7p \u0111\u00f3 \u0111\u00e3 tr\u01b0\u1edfng th\u00e0nh h\u01a1n trong c\u00e1ch nh\u00ecn nh\u1eadn TM\u0110T m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n.<\/strong> N\u1ebfu ch\u1ec9 c\u00f3 c\u00e1c \u0111\u1ed9i Marketing, Sales&#8230;, c\u00f4ng ty s\u1ebd k\u00e9m tr\u01b0\u1edfng th\u00e0nh h\u01a1n v\u00ec h\u1ecd ch\u1ec9 t\u1eadp trung v\u00e0o giao d\u1ecbch.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Theo Anirudh, <strong>&#8220;<em>C\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng nh\u1ea5t \u0111\u00e3 nh\u00e2n r\u1ed9ng to\u00e0n b\u1ed9 c\u00e1c b\u1ed9 ph\u1eadn k\u1ef9 thu\u1eadt s\u1ed1\u2014marketing, chu\u1ed7i cung \u1ee9ng, v\u1eadn h\u00e0nh\u2014ch\u1ec9 d\u00e0nh ri\u00eang cho TM\u0110T.<\/em>&#8220;<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00e1c d\u1ef1 \u00e1n k\u1ef9 thu\u1eadt s\u1ed1 th\u1ea5t b\u1ea1i khi \u0111\u00e1nh gi\u00e1 sai n\u1ed7 l\u1ef1c<\/h3>\n\n\n\n<p>D\u1ef1a tr\u00ean nh\u1eefng quan s\u00e1t c\u1ee7a m\u00ecnh v\u1ec1 th\u1ecb tr\u01b0\u1eddng TM\u0110T, Anirudh cho bi\u1ebft <strong>nhi\u1ec1u d\u1ef1 \u00e1n TM\u0110T th\u1ea5t b\u1ea1i do nh\u00e2n s\u1ef1 k\u00e9m<\/strong>. Nh\u00e2n s\u1ef1 t\u1eeb c\u00e1c s\u00e0n TM\u0110T th\u01b0\u1eddng g\u1eb7p kh\u00f3 kh\u0103n khi l\u00e0m vi\u1ec7c in-house v\u00ec h\u1ecd \u0111\u00e3 quen v\u1edbi \u0111\u1ed9i ng\u0169 h\u1ed7 tr\u1ee3 l\u1edbn, c\u00f2n nh\u00e2n vi\u00ean b\u00e1n l\u1ebb \u0111\u01b0\u1ee3c \u0111i\u1ec1u chuy\u1ec3n c\u00f3 th\u1ec3 kh\u00f4ng n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c c\u00e1ch tri\u1ec3n khai k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n\n\n\n<p>\u0110\u1ec3 th\u00e0nh c\u00f4ng, b\u1ea1n c\u1ea7n \u0111\u1ed9i ng\u0169 chuy\u00ean m\u00f4n v\u1ec1 k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 s\u1ef1 \u1ee7ng h\u1ed9 t\u1eeb ban l\u00e3nh \u0111\u1ea1o, nh\u1eefng ng\u01b0\u1eddi coi TM\u0110T l\u00e0 m\u1ed9t cu\u1ed9c chuy\u1ec3n \u0111\u1ed5i ch\u1ee9 kh\u00f4ng ph\u1ea3i m\u1ed9t th\u1eed nghi\u1ec7m b\u00e1n h\u00e0ng. B\u1ea1n c\u0169ng c\u1ea7n c\u00f3 nh\u1eefng k\u1ef3 v\u1ecdng th\u1ef1c t\u1ebf.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ban-hang-da-kenh-omnichannel-th\u1ef1c-s\u1ef1-trong-nh\u01b0-th\u1ebf-nao\">B\u00e1n h\u00e0ng \u0111a k\u00eanh (Omnichannel) th\u1ef1c s\u1ef1 tr\u00f4ng nh\u01b0 th\u1ebf n\u00e0o?<\/h3>\n\n\n\n<p>Kh\u00f4ng c\u00f3 m\u1ed9t \u0111\u1ecbnh ngh\u0129a omnichannel chung cho t\u1ea5t c\u1ea3. N\u1ebfu quay l\u1ea1i c\u00e1c gi\u1ea3 \u0111\u1ecbnh m\u00e0 kh\u00e1i ni\u1ec7m omnichannel \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng, ch\u00fang ta c\u00f3 th\u1ec3 t\u00f3m t\u1eaft th\u00e0nh hai \u0111i\u1ec3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ph\u1ee5c v\u1ee5 m\u1ecdi kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n v\u00e0 \u0111\u1ea3m b\u1ea3o m\u1ecdi kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m nh\u1ea5t qu\u00e1n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n\n\n\n<li>Cung c\u1ea5p tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a cao t\u1ea1i m\u1ecdi \u0111i\u1ec3m b\u00e1n h\u00e0ng v\u1edbi d\u1eef li\u1ec7u v\u1ec1 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng th\u00edch, mu\u1ed1n,&#8230;<\/li>\n<\/ul>\n\n\n\n<p>Tuy nhi\u00ean, \u0111i\u1ec1u n\u00e0y kh\u00f4ng \u00e1p d\u1ee5ng cho t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m. <strong>M\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m thu\u1ed9c th\u1ecb tr\u01b0\u1eddng \u0111\u1ea1i ch\u00fang kh\u00f4ng c\u1ea7n m\u1ee9c \u0111\u1ed9 c\u00e1 nh\u00e2n h\u00f3a n\u00e0y. Do \u0111\u00f3, nhu c\u1ea7u v\u00e0 c\u00e1ch s\u1eed d\u1ee5ng omnichannel s\u1ebd thay \u0111\u1ed5i theo th\u1eddi gian.<\/strong> Anirudh cho r\u1eb1ng c\u00f3 th\u1ec3 s\u1ebd \u0111\u1ebfn l\u00fac c\u00e1c doanh nghi\u1ec7p s\u1eed d\u1ee5ng c\u00e1 nh\u00e2n h\u00f3a cao th\u00f4ng qua omnichannel cho m\u1ee5c \u0111\u00edch gi\u00e1o d\u1ee5c ho\u1eb7c kh\u00e1m ph\u00e1, nh\u01b0ng kh\u00f4ng ph\u1ea3i t\u1eeb g\u00f3c \u0111\u1ed9 th\u1ef1c thi.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Anchanto Podcast ft. Anirudh Venkat\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/LTAwCIpIEv0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u1ecb tr\u01b0\u1eddng \u0111\u1ea1i ch\u00fang v\u00e0 Th\u1ecb tr\u01b0\u1eddng cao c\u1ea5p: Nh\u1eefng tr\u1eadn chi\u1ebfn kh\u00e1c nhau<\/h3>\n\n\n\n<p>M\u1ee5c ti\u00eau v\u00e0 kho\u1ea3n \u0111\u1ea7u t\u01b0 kh\u00f4ng gi\u1ed1ng nhau \u0111\u1ed1i v\u1edbi c\u00e1c ph\u00e2n kh\u00fac n\u00e0y. Ng\u01b0\u1eddi ch\u01a1i trong <strong>Th\u1ecb tr\u01b0\u1eddng \u0111\u1ea1i ch\u00fang<\/strong> t\u1eadp trung v\u00e0o <strong>t\u1ed1c \u0111\u1ed9 v\u00e0 ki\u1ec3m so\u00e1t chi ph\u00ed<\/strong>. H\u1ecd d\u1ef1a v\u00e0o c\u00e1c s\u00e0n TM\u0110T v\u00e0 h\u01b0\u1edbng \u0111\u1ebfn hi\u1ec7u qu\u1ea3 v\u1eadn h\u00e0nh: th\u1ef1c hi\u1ec7n \u0111\u01a1n h\u00e0ng nhanh h\u01a1n, d\u1eef li\u1ec7u s\u1ea1ch h\u01a1n, t\u00edch h\u1ee3p m\u01b0\u1ee3t m\u00e0 h\u01a1n, v\u00e0 \u00edt l\u1ed7i h\u01a1n.<\/p>\n\n\n\n<p>C\u00e1c th\u01b0\u01a1ng hi\u1ec7u <strong>Th\u1ecb tr\u01b0\u1eddng cao c\u1ea5p<\/strong> l\u1ea1i \u0111i tr\u00ean m\u1ed9t con \u0111\u01b0\u1eddng kh\u00f3 kh\u0103n h\u01a1n. \u0110\u1ed1i v\u1edbi h\u1ecd, TM\u0110T l\u00e0 v\u1ec1 <strong>chi\u1ec1u s\u00e2u, kh\u00f4ng ch\u1ec9 quy m\u00f4<\/strong>. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>T\u00ecm ki\u1ebfm s\u1ef1 c\u00e2n b\u1eb1ng ph\u00f9 h\u1ee3p gi\u1eefa D2C v\u00e0 s\u00e0n TM\u0110T.<\/li>\n\n\n\n<li>Thu th\u1eadp d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng.<\/li>\n\n\n\n<li>\u0110\u1ea7u t\u01b0 v\u00e0o c\u00e1c c\u00f4ng c\u1ee5 CRM v\u00e0 c\u00f4ng c\u1ee5 kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft.<\/li>\n\n\n\n<li>X\u00e2y d\u1ef1ng c\u00e1c trang thanh to\u00e1n th\u00f4ng minh h\u01a1n v\u00e0 tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a h\u01a1n.<\/li>\n\n\n\n<li>\u0110\u1ea3m b\u1ea3o c\u1eeda h\u00e0ng k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a h\u1ecd c\u00f3 th\u1ec3 li\u00ean t\u1ee5c ph\u00e1t tri\u1ec3n (v\u00ec vi\u1ec7c &#8220;kh\u00f3a c\u1ee9ng&#8221; m\u1ed9t h\u1ec7 th\u1ed1ng c\u00f4ng ngh\u1ec7 5 n\u0103m l\u00e0 m\u1ed9t r\u00e0o c\u1ea3n t\u0103ng tr\u01b0\u1edfng).<\/li>\n<\/ul>\n\n\n\n<p>Nh\u1eefng g\u00ec hi\u1ec7u qu\u1ea3 cho m\u1ed9t ph\u00e2n kh\u00fac s\u1ebd kh\u00f4ng hi\u1ec7u qu\u1ea3 cho ph\u00e2n kh\u00fac kh\u00e1c. Vi\u1ec7c sao ch\u00e9p chi\u1ebfn l\u01b0\u1ee3c gi\u1eefa c\u00e1c ph\u00e2n kh\u00fac ch\u1ec9 d\u1eabn \u0111\u1ebfn s\u1ef1 nh\u1ea7m l\u1eabn\u2014ho\u1eb7c t\u1ec7 h\u01a1n l\u00e0 t\u1ed1n k\u00e9m.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u0110\u01a1n \u0111\u1ec1 ngh\u1ecb (RFP) n\u00f3i l\u00ean s\u1ef1 tr\u01b0\u1edfng th\u00e0nh c\u1ee7a b\u1ea1n<\/h3>\n\n\n\n<p>Anirudh \u0111\u01b0a ra m\u1ed9t nh\u1eadn x\u00e9t s\u1eafc b\u00e9n v\u1ec1 c\u00e1ch m\u1ed9t c\u00f4ng ty vi\u1ebft RFP cho th\u1ea5y h\u1ecd ngh\u0129 g\u00ec v\u1ec1 b\u00e1n l\u1ebb k\u1ef9 thu\u1eadt s\u1ed1. N\u1ebfu RFP c\u1ee7a b\u1ea1n v\u1eabn y\u00eau c\u1ea7u nh\u00e0 cung c\u1ea5p cung c\u1ea5p l\u1ed9 tr\u00ecnh s\u1ea3n ph\u1ea9m 5 n\u0103m, b\u1ea1n \u0111ang ho\u1ea1t \u0111\u1ed9ng trong m\u1ed9t th\u1ebf gi\u1edbi t\u0129nh. Nh\u01b0ng TM\u0110T kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng nh\u01b0 v\u1eady. N\u1ec1n t\u1ea3ng thay \u0111\u1ed5i, th\u1ecb tr\u01b0\u1eddng ph\u00e1t tri\u1ec3n, v\u00e0 h\u00e0nh vi ng\u01b0\u1eddi mua chuy\u1ec3n d\u1ecbch r\u1ea5t nhanh.<\/p>\n\n\n\n<p>Ng\u00e0y nay, c\u00e1c RFP t\u1ed1t nh\u1ea5t l\u00e0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Linh ho\u1ea1t<\/li>\n\n\n\n<li>Theo m\u00f4-\u0111un<\/li>\n\n\n\n<li>T\u1eadp trung v\u00e0o k\u1ebft qu\u1ea3 kinh doanh, kh\u00f4ng ph\u1ea3i danh s\u00e1ch t\u00ednh n\u0103ng<\/li>\n\n\n\n<li>\u0110\u01b0\u1ee3c x\u00e2y d\u1ef1ng \u0111\u1ec3 t\u1ed1i \u01b0u theo ho\u1ea1t \u0111\u1ed9ng, kh\u00f4ng ph\u1ea3i x\u00e2y d\u1ef1ng 1 l\u1ea7n.<\/li>\n<\/ul>\n\n\n\n<p>B\u1ea1n kh\u00f4ng th\u1ec3 l\u1eadp k\u1ebf ho\u1ea1ch k\u1ef9 thu\u1eadt s\u1ed1 5 n\u0103m trong m\u1ed9t l\u1ea7n. Nh\u01b0ng b\u1ea1n c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t t\u1ed5 ch\u1ee9c bi\u1ebft c\u00e1ch th\u00edch nghi khi th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u00e0nh c\u00f4ng th\u1ef1c s\u1ef1 trong D2C tr\u00f4ng nh\u01b0 th\u1ebf n\u00e0o?<\/h3>\n\n\n\n<p>Nike \u0111\u00e3 g\u00e2y x\u00f4n xao d\u01b0 lu\u1eadn khi &#8220;\u0111\u1eb7t c\u01b0\u1ee3c&#8221; to\u00e0n b\u1ed9 v\u00e0o D2C r\u1ed3i sau \u0111\u00f3 l\u1ea1i quay l\u1ea1i v\u1edbi b\u00e1n bu\u00f4n v\u00e0 b\u00e1n l\u1ebb. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi g\u1ecdi \u0111\u00f3 l\u00e0 s\u1ef1 r\u00fat lui. Nh\u01b0ng Anirudh l\u1ea1i th\u1ea5y kh\u00e1c. Anh cho r\u1eb1ng \u0111\u00f3 l\u00e0 m\u1ed9t s\u1ef1 \u0111i\u1ec1u ch\u1ec9nh, kh\u00f4ng ph\u1ea3i m\u1ed9t s\u1ef1 s\u1ee5p \u0111\u1ed5.<\/p>\n\n\n\n<p>Trong khi \u0111\u00f3, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c \u0111\u00e3 d\u1ea7n d\u1ea7n nghi\u00eang v\u1ec1 c\u00e1c s\u00e0n TM\u0110T, D2C v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i. H\u1ecd kh\u00f4ng t\u1eeb b\u1ecf m\u00f4 h\u00ecnh n\u00e0y \u0111\u1ec3 theo \u0111u\u1ed5i m\u00f4 h\u00ecnh kh\u00e1c\u2014h\u1ecd \u0111\u00e3 \u0111i\u1ec1u ch\u1ec9nh s\u1ef1 k\u1ebft h\u1ee3p theo th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m v\u00e0 khu v\u1ef1c \u0111\u1ecba l\u00fd.<\/p>\n\n\n\n<p>B\u00e0i h\u1ecdc r\u00fat ra l\u00e0 th\u00e0nh c\u00f4ng trong TM\u0110T kh\u00f4ng ph\u1ea3i l\u00e0 chi\u1ebfn th\u1eafng v\u1edbi m\u1ed9t m\u00f4 h\u00ecnh duy nh\u1ea5t. \u0110\u00f3 l\u00e0 vi\u1ec7c bi\u1ebft khi n\u00e0o v\u00e0 \u1edf \u0111\u00e2u \u0111\u1ec3 thay \u0111\u1ed5i tr\u1ecdng t\u00e2m. D2C c\u00f3 th\u1ec3 hi\u1ec7u qu\u1ea3 cho m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m, trong khi b\u00e1n l\u1ebb l\u1ea1i th\u00fac \u0111\u1ea9y doanh s\u1ed1 cho d\u00f2ng s\u1ea3n ph\u1ea9m kh\u00e1c.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u01b0\u01a1ng m\u1ea1i x\u00e3 h\u1ed9i s\u1ebd t\u1ed3n t\u1ea1i, nh\u01b0ng h\u00e3y s\u1eed d\u1ee5ng n\u00f3 kh\u00e1c \u0111i<\/h3>\n\n\n\n<p>TikTok, Instagram, Zalo v\u00e0 WhatsApp kh\u00f4ng ch\u1ec9 l\u00e0 c\u00e1c k\u00eanh. Ch\u00fang l\u00e0 nh\u1eefng h\u1ec7 sinh th\u00e1i. Nh\u01b0ng b\u1ea1n s\u1eed d\u1ee5ng ch\u00fang cho m\u1ee5c \u0111\u00edch g\u00ec t\u00f9y thu\u1ed9c v\u00e0o th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i ch\u00fang s\u1eed d\u1ee5ng n\u00f3 \u0111\u1ec3 \u0111i\u1ec1u h\u01b0\u1edbng traffic v\u00e0 ch\u1ed1t sales.<\/li>\n\n\n\n<li>Th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p s\u1eed d\u1ee5ng n\u00f3 \u0111\u1ec3 kh\u00e1m ph\u00e1 v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n\n\n\n<li>Th\u01b0\u01a1ng hi\u1ec7u xa x\u1ec9 s\u1eed d\u1ee5ng n\u00f3 \u0111\u1ec3 cung c\u1ea5p c\u00e1c tr\u1ea3i nghi\u1ec7m v\u00e0 d\u1ecbch v\u1ee5 k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u01b0\u1ee3c ch\u1ecdn l\u1ecdc, kh\u00f4ng ph\u1ea3i \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i.<\/li>\n<\/ul>\n\n\n\n<p><strong>&#8220;Kh\u00f4ng ph\u1ea3i k\u00eanh n\u00e0o c\u0169ng d\u00f9ng \u0111\u1ec3 ch\u1ed1t \u0111\u01a1n,&#8221;<\/strong> Anirudh n\u00f3i. <strong>&#8220;M\u1ed9t s\u1ed1 k\u00eanh l\u00e0 \u0111\u1ec3 kh\u01a1i g\u1ee3i s\u1ef1 quan t\u00e2m.&#8221;<\/strong><\/p>\n\n\n\n<p>M\u1ea1ng x\u00e3 h\u1ed9i \u00edt li\u00ean quan \u0111\u1ebfn vi\u1ec7c thanh to\u00e1n m\u00e0 thi\u00ean v\u1ec1 k\u1ebft n\u1ed1i h\u01a1n. \u0110\u1eb7c bi\u1ec7t khi t\u00ecm ki\u1ebfm b\u1eb1ng AI ph\u00e1t tri\u1ec3n, s\u1ef1 hi\u1ec7n di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n tr\u00ean c\u00e1c k\u00eanh n\u00e0y s\u1ebd \u0111\u1ecbnh h\u00ecnh nh\u1eadn th\u1ee9c, ngay c\u1ea3 khi n\u00f3 kh\u00f4ng ngay l\u1eadp t\u1ee9c chuy\u1ec3n \u0111\u1ed5i th\u00e0nh doanh s\u1ed1.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u0110\u1ec3 m\u1edf r\u1ed9ng TM\u0110T, b\u1ea1n ph\u1ea3i c\u00f3 c\u1ea5u tr\u00fac<\/h3>\n\n\n\n<p>R\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p n\u00f3i r\u1eb1ng h\u1ecd mu\u1ed1n m\u1edf r\u1ed9ng quy m\u00f4 nh\u01b0ng ch\u1ec9 m\u1ed9t s\u1ed1 \u00edt c\u00f3 c\u1ea5u tr\u00fac s\u1eb5n s\u00e0ng \u0111\u1ec3 l\u00e0m \u0111i\u1ec1u \u0111\u00f3. C\u00e1c doanh nghi\u1ec7p \u0111\u00e3 chu\u1ea9n b\u1ecb th\u01b0\u1eddng c\u00f3:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0110\u1ed9i ng\u0169 k\u1ef9 thu\u1eadt s\u1ed1 \u0111a ch\u1ee9c n\u0103ng ch\u1ecbu tr\u00e1ch nhi\u1ec7m th\u1ef1c thi<\/li>\n\n\n\n<li>C\u00e1c h\u1ec7 th\u1ed1ng h\u1ed7 tr\u1ee3\u2014ch\u1ee9 kh\u00f4ng c\u1ea3n tr\u1edf\u2014h\u1ecd<\/li>\n\n\n\n<li>\u00cdt \u00e1m \u1ea3nh v\u1ec1 t\u00ednh th\u1ea9m m\u1ef9, t\u1eadp trung nhi\u1ec1u h\u01a1n v\u00e0o k\u1ebft qu\u1ea3<\/li>\n\n\n\n<li>Li\u00ean t\u1ee5c l\u1eb7p l\u1ea1i (v\u00ec phi\u00ean b\u1ea3n \u0111\u1ea7u ti\u00ean s\u1ebd kh\u00f4ng bao gi\u1edd l\u00e0 t\u1ed1t nh\u1ea5t c\u1ee7a b\u1ea1n)<\/li>\n<\/ul>\n\n\n\n<p>T\u1ea7m nh\u00ecn kh\u00f4ng gi\u00fap b\u1ea1n chi\u1ebfn th\u1eafng th\u1ecb tr\u01b0\u1eddng, vi\u1ec7c th\u1ef1c thi m\u1edbi l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh. V\u00e0 vi\u1ec7c th\u1ef1c thi c\u1ea7n c\u00f3 c\u1ea5u tr\u00fac.<\/p>\n\n\n\n<p>Nh\u1eefng b\u00e0i h\u1ecdc n\u00e0y ch\u1ec9 l\u00e0 ph\u1ea7n n\u1ed5i c\u1ee7a t\u1ea3ng b\u0103ng ch\u00ecm. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng kh\u00f4ng coi TM\u0110T l\u00e0 m\u1ed9t k\u00eanh ph\u1ee5\u2014h\u1ecd x\u00e2y d\u1ef1ng c\u1ea5u tr\u00fac \u0111\u1ec3 h\u1ed7 tr\u1ee3 n\u00f3 tr\u00ean c\u00e1c \u0111\u1ed9i, th\u1ecb tr\u01b0\u1eddng v\u00e0 m\u00f4 h\u00ecnh.<\/p>\n\n\n\n<p>N\u1ebfu b\u1ea1n \u0111ang xem x\u00e9t l\u1ea1i c\u00e1ch ti\u1ebfp c\u1eadn ho\u1eb7c chu\u1ea9n b\u1ecb m\u1edf r\u1ed9ng quy m\u00f4, cu\u1ed9c tr\u00f2 chuy\u1ec7n n\u00e0y r\u1ea5t \u0111\u00e1ng \u0111\u1ec3 b\u1ea1n d\u00e0nh th\u1eddi gian.<\/p>\n\n\n\n<p>H\u00e3y xem to\u00e0n b\u1ed9 podcast \u0111\u1ec3 c\u00f3 th\u00eam nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 nh\u1eefng g\u00ec hi\u1ec7u qu\u1ea3 v\u00e0 nh\u1eefng g\u00ec kh\u00f4ng.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u1ebfu c\u00f3 m\u1ed9t \u0111i\u1ec1u m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn v\u1eabn hi\u1ec3u sai v\u1ec1 th\u01b0\u01a1ng m\u1ea1i \u0111i&#8230;<\/p>\n","protected":false},"author":18,"featured_media":133877,"comment_status":"open","ping_status":"open","sticky":false,"template":"template-single-with-sidebar.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1926],"tags":[],"class_list":["post-136487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs-vn"],"acf":false,"reading_time":"9","categories_list":[{"id":1926,"name":"Blogs","link":"https:\/\/prod-qa.anchanto.com\/vn-vn\/resources\/blogs-vn\/"}],"featured_image_url":"https:\/\/prod-qa.anchanto.com\/wp-content\/uploads\/2025\/07\/anchanto-en-anirudh-podcast-article.png","_links":{"self":[{"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/posts\/136487","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/comments?post=136487"}],"version-history":[{"count":1,"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/posts\/136487\/revisions"}],"predecessor-version":[{"id":136488,"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/posts\/136487\/revisions\/136488"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/media\/133877"}],"wp:attachment":[{"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/media?parent=136487"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/categories?post=136487"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/vn-vn\/wp-json\/wp\/v2\/tags?post=136487"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}