Izindaba kanye Cindezela

Ngekwindla edlule, impilo imile ngesikhathi sodlame, ngacatshangelwa ngamavidiyo abantu abathonya bemi emakamelweni abo bezama izingubo zenkampani ebizwa ngeShein.
Ku-TikToks ene-hashtag ethi #sheinhaul, owesifazane osemusha wayephakamisa isikhwama esikhulu sepulasitiki futhi asidabule, akhulule amapulasitiki amancane alandelanayo, ngasinye siqukethe ingubo egoqwe kahle. Ikhamera ibe isisika owesifazane ogqoke ucezu olulodwa isikhathi, umlilo osheshayo, ohlanganiswe nezithombe-skrini zohlelo lokusebenza lwe-Shein ezibonisa amanani: ingubo engu-$8, i-swimsuit engu-$12.
Phansi kwalo mgodi onogwaja kunamatimu: #sheinkids, #sheincats, #sheincosplay.Lawa mavidiyo amema ababukeli ukuthi babambe ongezansi ngokushayisana kwezindleko eziphansi kanye nenala. Amazwana ahambisana nemizwa asekela ukusebenza ("BOD GOALS"). ngephuzu elithile, umuntu uzongabaza ukuziphatha kwezingubo ezishibhile kangaka, kodwa kuzoba nokuphithizela kwamazwi avikela uShein kanye nomgqugquzeli ngentshiseko elinganayo (“Muhle kakhulu.” “Yimali yakhe, myeke.” ), umhlaziyi wokuqala izothula.
Okwenza lokhu kungaphezu nje kwemfihlakalo ye-inthanethi engahleliwe ukuthi uShein usephenduke ibhizinisi elikhulu buthule.” UShein uphume ngokushesha okukhulu,” kusho uLu Sheng, uprofesa eNyuvesi yaseDelaware ofunda imboni yendwangu nezingubo zomhlaba wonke. eminyakeni emithathu edlule, akekho owayeke wezwa ngazo.” Ngasekuqaleni konyaka, inkampani yokutshala izimali i-Piper Sandler ihlole intsha yaseMelika engu-7,000 kumasayithi ayintandokazi e-e-commerce futhi yathola ukuthi ngenkathi i-Amazon iphumelele ngokucacile, uShein wangena endaweni yesibili. .
U-Shein kubikwa ukuthi uqoqe imali ephakathi kwe- $ 1 billion ne- $ 2 billion ngezimali ezizimele ngo-Ephreli. Le nkampani ilinganiselwa ku-$ 100 billion - ngaphezu kwe-fashion giants H & M ne-Zara ehlangene, futhi ngaphezu kwanoma iyiphi inkampani yangasese emhlabeni ngaphandle kwe-SpaceX kanye nomnikazi we-TikTok u-ByteDance.
Uma kubhekwa ukuthi imboni yezemfashini esheshayo ingenye yezinto eziyingozi kakhulu emhlabeni, ngashaqeka ukuthi uShein wakwazi ukuheha lolu hlobo lwemali.Ukuthembela kwayo ezindwangu zokwenziwa kucekela phansi imvelo, futhi ngokukhuthaza abantu ukuthi baqhubeke nokuvuselela izingubo zabo zokugqoka, kudala. udoti omkhulu; inani lendwangu emigodini yokulahla imfucumfucu yase-US licishe liphindeke kabili kule minyaka engamashumi amabili edlule.Ngaleso sikhathi, izisebenzi ezithunga izingubo zikhokhelwa imali encane kakhulu ngomsebenzi wazo ezimweni ezikhathazayo futhi ngezinye izikhathi eziyingozi.Eminyakeni yamuva, izindlu eziningi zemfashini ezinkulu ziye zazizwa zinengcindezi ukwenza umnyakazo omncane ekuguqulweni.Manje, nokho, isizukulwane esisha sezinkampani "zemfashini esheshayo" sesivele, futhi abaningi benze okuncane ukuze bathathe imikhuba engcono.Kulezi, uShein mkhulu kakhulu.
Ngobunye ubusuku ngoNovemba, lapho umyeni wami elalisa ingane yethu eneminyaka engu-6 ubudala, ngahlala esofeni ekamelweni lokuphumula ngavula uhlelo lokusebenza lwe-Shein.” Kukhulu,” kusho isibhengezo se-Black Friday esikrinini. elikhanyayo ukuze ligcizelele.Ngachofoza isithonjana sengubo, ngahlunga zonke izinto ngentengo, futhi ngakhetha into eshibhe kakhulu ngenxa yelukuluku lekhwalithi.Le ingubo ebomvu yemikhono emide ebambayo eqinile ($2.50) eyenziwe nge-sheer mesh.In ingxenye ye-sweatshirt, ngengeze i-jumper ye-colorblock enhle ($ 4.50) enqoleni yami.
Yebo, ngaso sonke isikhathi uma ngikhetha into, uhlelo lokusebenza lungibonisa izitayela ezifanayo: I-Mesh body-con izala i-mesh body-con; Izingubo zokunethezeka ze-colorblock zizalwa ezimpahleni zokunethezeka ze-colorblock.I-roll and roll.Lapho igumbi limnyama, angikwazanga ukuvuka ngikhanyise izibani.Kunehlazo elingacacile kulesi simo.Umyeni wami uqhamuke evela egumbini lokuphumula. ngemva kokuba indodana yethu ilele futhi yangibuza ukuthi ngenzani ngezwi elikhathazeke kancane.” Cha!” Ngakhala.Wakhanyisa isibani.Ngathatha i-cotton puff-sleeve tee ($12.99) eqoqweni leprimiyamu lesayithi.Ngemva kwesaphulelo sika-Black Friday, inani lentengo yezinto eziyi-14 ngu-$80.16.
Ngike ngalingeka ukuthi ngiqhubeke nokuthenga, ngenxa yokuthi uhlelo lokusebenza luyakukhuthaza, kodwa ikakhulukazi ngenxa yokuthi kunokuningi engingakhetha kukho, futhi konke kushibhile.Ngesikhathi ngisesikoleni esiphakeme, isizukulwane sokuqala sezinkampani zemfashini esheshayo saqeqesha abathengi. ukulindela i-top eyamukelekayo nenhle ngemali engaphansi kwenkokhelo yokulethwa ebusuku.Manje, eminyakeni engaphezu kwengu-20 kamuva, u-Shein wehlisa intengo yamasemishi e-deli.
Nalu ulwazi olwaziwayo ngoShein: Yinkampani eyazalelwa eShayina enabasebenzi namahhovisi abacela ku-10,000 e-China, Singapore, nase-United States. Abahlinzeki bayo abaningi base-Guangzhou, idolobha eliyitheku elise-Pearl River cishe ngamamayela angu-80 enyakatho-ntshonalanga I-Hong Kong.
Ngaphandle kwalokho, inkampani yabelana ngolwazi oluncane ngokumangazayo nomphakathi.Njengoba iyimfihlo, ayiluvezi ulwazi lwezezimali.Umphathi wayo kanye nomsunguli, uChris Xu, wenqabile ukuxoxisana ngalesi sihloko.
Lapho ngiqala ukucwaninga u-Shein, kwakubonakala sengathi lo mkhiqizo wawukhona endaweni emngceleni ehlala intsha kanye namashumi amabili futhi akekho omunye. Ocingweni lwemali engenayo ngonyaka odlule, umhlaziyi wezezimali wabuza abaphathi be-fashion brand Revolve mayelana nokuncintisana okuvela kuShein.Co-CEO. UMike Karanikolas waphendula, “Ukhuluma ngenkampani yaseShayina, akunjalo? Angazi ukuthi ngilibize kanjani—u-shein.” (Wangena.) Wakuchitha usongo .Umlawuli wezohwebo wangitshela ukuthi wayengakaze ezwe ngalo mkhiqizo, kwathi, ngalobo busuku, wathumela i-imeyili: “Postscript – indodakazi yami eneminyaka engu-13 ubudala ayazi nje kuphela inkampani (uShein), kodwa futhi isagqoke intambo yabo namhlanje ebusuku. " Kwafika kimina ukuthi uma ngifuna ukwazi ngoShein, kufanele ngiqale kunoma ubani obonakala eyazi kangcono: abathonya bayo abasha.
Ngenye intambama enhle ngoDisemba odlule, intombazane eneminyaka engu-16 ubudala okuthiwa uMakeenna Kelly yangibingelela emnyango wekhaya layo endaweni enokuthula yaseFort Collins, eColorado. UKelly unekhanda elibomvu elinophawu oluhle lweCabbage Patch Kid, futhi waziwa ngalo. Izinto ze-ASMR: ukuchofoza amabhokisi, ukulandelela umbhalo eqhweni ngaphandle kwendlu yakhe.Ku-Instagram, unabalandeli abangu-340,000; ku-YouTube, unezigidi ezingu-1.6. Eminyakeni embalwa edlule, waqala ukuqopha ibhrendi kaShein ebizwa ngokuthi i-Romwe. Uthumela amasha cishe kanye ngenyanga. Kuvidiyo engiqale ukuyibuka ngekwindla edlule, ubehamba egcekeni lakubo phambi kwesihlahla esinamaqabunga egolide, egqoke ijezi lesheke ledayimane elinqanyuliwe elingamaRandi angu-9. Ikhamera iqondiswe esiswini sakhe, futhi ngokuzwakalayo, ulimi lwakhe lukhipha umsindo omanzi.Ibukwe izikhathi ezingaphezu kuka-40,000; ijezi le-Argyle lidayiswe laphela.
Ngeza ukuzobona uKelly eqopha ifilimu. Wadansa waya endlini yokuphumula—efudumala—wangiyisa phezulu endaweni ehlala ukhaphethi esesitezi sesibili lapho aqopha khona. Kunesihlahla sikaKhisimusi, umbhoshongo wekati, futhi phakathi nendawo yesikhulumi, ipulangwe. I-iPad ifakwe ku-tripod enamalambu endandatho.Phansi kwakulele inqwaba yamahembe, iziketi nezingubo ezivela eRomwe.
Umama kaKelly, uNichole Lacy, waqoqa izingubo zakhe waya endlini yokugezela ukuze azishise.” Sawubona Alexa, dlala umculo kaKhisimusi,” kusho uKelly. Wangena endlini yokugezela nonina, wabe esegqoka isigamu sehora esilandelayo. ingubo entsha ngemva kwenye—i-cardigan yenhliziyo, isiketi esiphrintiwe inkanyezi—futhi imodela buthule phambi kwekhamera ye-iPad, yenza Kiss ubuso, phakamisa umlenze, ushaye umphetho lapha noma ubophe uthayi lapho. i-sphinx yomndeni, uGwen, ihamba ohlakeni futhi bangana.Kamuva, kwavela elinye ikati, u-Agatha.
Eminyakeni edlule, iphrofayili yomphakathi kaShein ibilokhu isesimweni sabantu abafana noKelly, owakha umfelandawonye wabagqugquzeli bokudubula amafilimu ayisihluthulelo enkampanini.Ngokusho kukaNick Baklanov, uchwepheshe wezokumaketha nocwaningo ku-HypeAuditor, uShein akajwayelekile embonini. ngoba ithumela izingubo zamahhala enanini elikhulu labathonyayo. Bona babelana ngamakhodi esaphulelo nabalandeli babo futhi bathole amakhomishini ngokuthengisa.Leli su lenze kwaba uphawu olulandelwa kakhulu ku-Instagram, YouTube naku-TikTok, ngokusho kwe-HypeAuditor.
Ngaphezu kwezingubo zamahhala, u-Romwe uphinde akhokhe imali ephansi yemisebenzi yakhe. Akazange adalule izimali zakhe, nakuba ethe wenza imali eningi ngamahora ambalwa wokusebenza ngevidiyo kunalokho abanye babangane bakhe abenza imisebenzi evamile yangemva kwesikole. ngeviki.Ngokushintshana, umkhiqizo uthola ukumaketha okunezindleko eziphansi lapho izethameli ezihlosiwe (intsha kanye namashumi amabili nanye) zithanda ukuhlanganyela.Ngenkathi u-Shein esebenza nosaziwayo abakhulu nabanamandla (Katy Perry, Lil Nas X, Addison Rae), amabala amnandi abukeka njengalawo anabalandeli abamaphakathi.
Ngawo-1990s, ngaphambi kokuthi uKelly azalwe, uZara waqhakambisa imodeli yokuboleka imibono yokuklama ezintweni ezidonse ukunaka kwendlela yezindiza. Ngokukhiqiza izingubo eziseduze nekomkhulu layo laseSpain kanye nokwenza lula uchungechunge lwayo lokuhlinzeka, inikeza lezi zitayela ezifakazelwe eziphansi kakhulu. amanani esikhathini esingamaviki.Umtshali-zimali u-Andreessen Horowitz u-Connie Chan utshale imbangi kaShein u-Cider.Put on.”Abanandaba noma iVogue icabanga ukuthi akulona ucezu olupholile,” kusho yena.Inkampani ezinze e-UK i-Boohoo kanye ne-US-based Fashion. I-Nova iyingxenye yomkhuba ofanayo.
Ngemva kokuba u-Kelly eqedile ukuthwebula, u-Lacey wangibuza ukuthi ngizicabange kangakanani zonke izingcezu kuwebhusayithi ye-Romway - ezingu-21 zazo, kanye neglobhu yeqhwa ehlobisayo - izindleko. Zibukeka zingcono kunalokho engikuthengile lapho ngichofoza ngamabomu into eshibhe kakhulu, 'ngiqagela okungenani u-$500. ULacey, untanga yami, wamamatheka.”Lowo ngu-$170,” esho, amehlo akhe evuleke sengathi akakukholwanga.
Nsuku zonke, u-Shein ubuyekeza iwebhusayithi yakhe nge-avareji yezitayela ezintsha ze-6,000 - inombolo ecasulayo ngisho nakumongo wemfashini esheshayo.
Maphakathi nawo-2000, imfashini esheshayo yayiyiyona ndlela ehamba phambili kwezokudayisa. I-China isijoyine i-World Trade Organization futhi isisheshe yaba isikhungo esikhulu sokukhiqiza izingubo, nezinkampani zaseNtshonalanga ezihambisa iningi lemikhiqizo yazo lapho. Cishe ngo-2008, igama lika-CEO kaShein laqala ukuvela. emibhalweni yebhizinisi yaseShayina njengoXu Yangtian.Ufakwe ohlwini lomunye umnikazi wenkampani esanda kubhaliswa, i-Nanjing Dianwei Information Technology Co., Ltd., kanye nabanye ababili, u-Wang Xiaohu no-Li Peng.Xu kanye no-Wang ngamunye uphethe amaphesenti angu-45 yenkampani, kuyilapho uLi ephethe amaphesenti angu-10 asele, imibhalo ibonisa.
U-Wang no-Li babelane ngezinkumbulo zabo ngaleso sikhathi.U-Wang uthe yena no-Xu babejwayele ozakwabo emsebenzini, kwathi ngo-2008, banquma ukwenza ibhizinisi le-e-commerce eliwela umngcele. , esho, ngenkathi uXu engamele uhla lwezindaba zobuchwepheshe, okuhlanganisa ukumaketha kwe-SEO.
Ngawo lowo nyaka, u-Li wanikeza inkulumo mayelana nokumaketha nge-inthanethi esithangamini saseNanjing.Xu - insizwa eyisixhwanguxhwangu enobuso obude - yazethula ukuthi ifuna izeluleko zebhizinisi." Uyimfundamakhwela," kusho u-Lee. Kodwa uXu ubebonakala eqinile. futhi ekhuthele, ngakho uLi wavuma ukusiza.
U-Xu umeme u-Li ukuba amjoyine kanye no-Wang njengabeluleki besikhashana. Bobathathu baqashe ihhovisi elincane esakhiweni esiphansi, esisezingeni eliphansi esinedeski elikhulu namadeski ambalwa - abantu abangadluli kweshumi nambili ngaphakathi - kanye nenkampani yabo. yethulwa e-Nanjing ngo-Okthoba. Ekuqaleni, bazama ukuthengisa zonke izinhlobo zezinto, kuhlanganise namathiyethi namaselula.Inkampani kamuva yengeza izingubo, u-Wang no-Li bathi.Uma izinkampani zakwamanye amazwe zingaqasha abahlinzeki baseShayina ukuba benze izingubo zamakhasimende angaphandle, khona-ke Yebo izinkampani eziphethwe amaShayina zingakwenza ngempumelelo.(Umkhulumeli kaShein ukuphikile lokho, wathi iNanjing Dianwei Information Technology "ayibandakanyi ekudayisweni kwezimpahla zokugqoka.")
Ngokusho kuka-Li, baqale ukuthumela abathengi emakethe yezimpahla edayisa yonke impahla e-Guangzhou ukuze bathenge amasampula ezingubo zomuntu ngamunye kubahlinzeki abahlukahlukene.Babe sebebhala le mikhiqizo ku-inthanethi, besebenzisa amagama ahlukahlukene esizinda, futhi bashicilele okuthunyelwe kolimi lwesiNgisi okuyisisekelo ezinkundleni zokubhuloga njenge I-WordPress ne-Tumblr ukuthuthukisa i-SEO; kuphela uma into isithengiswa lapho bebika khona entweni ethile Abathengisi bezitolo bafaka ama-oda amaqoqo amancane.
Njengoba ukuthengisa kukhula, baqala ukucwaninga izitayela ze-inthanethi ukuze babikezele ukuthi yiziphi izitayela ezintsha ezingase zibambe futhi bafake ama-oda kusenesikhathi, kusho uLi. Baphinde basebenzisa iwebhusayithi ebizwa ngokuthi i-Lookbook.nu ukuze bathole abathonya abancane e-US naseYurophu futhi baqala ukuyithumela mahhala. izingubo zokugqoka.
Ngalesi sikhathi, uXu wayesebenza amahora amaningi, evame ukuhlala ehhovisi isikhathi eside ngemva kokuba abanye sebebuyile ekhaya.” Ubenesifiso esikhulu sokuphumelela,” kusho u-Lee.” Yihora leshumi ebusuku futhi uzongibelesela, angithengele ukudla kwasebusuku. , buza okwengeziwe. Khona-ke ingase iphele ngo-1 noma 2am.” U-Lee ngobhiya nokudla (idada elinosawoti elibilisiwe, isobho le-vermicelli ) unikeze uXu iseluleko ngoba uXu walalela ngokucophelela futhi wafunda ngokushesha.UXu akazange akhulume kakhulu ngempilo yakhe siqu, kodwa watshela uLi ukuthi wakhulela esifundazweni saseShandong futhi wayesazabalaza. .
Ezinsukwini zokuqala, uLi uyakhumbula, isilinganiso se-oda ababelithola sasincane, cishe amaRandi angu-14, kodwa babethengisa izinto eziyikhulu kuya kwezingu-200 ngosuku; ngosuku oluhle, zingaba ngaphezu kwe-1,000. Izingubo zishibhile, yilokho iphuzu.”Silandela ama-margin aphansi kanye namavolumu aphezulu,” kusho u-Lee. Ngaphezu kwalokho, wengeza, intengo ephansi yehlise okulindelekile ngekhwalithi. inkampani yakhula yaba nabasebenzi abangaba ngu-20, bonke ababehola kahle.U-Fat Xu usekhuluphele futhi wandisa ikhabethe lakhe.
Ngolunye usuku, ngemva kokuba sebenebhizinisi isikhathi esingaphezu konyaka, uWang wavela ehhovisi futhi wathola ukuthi uXu wayengekho. Waqaphela ukuthi amanye amaphasiwedi enkampani ayeshintshiwe, futhi waqala ukukhathazeka.Njengoba uWang echaza, wabiza. futhi wathumela u-Xu umlayezo kodwa akazange aphendule, wabe eseya endlini yakhe nasesiteshini sesitimela eyobheka ukuthi u-Xu.Xu wahamba.Okwenza isimo sibe sibi nakakhulu, wathatha izintambo zokulawula i-akhawunti ye-PayPal inkampani eyayisebenzisa ukuthola izinkokhelo zamazwe ngamazwe.U-Wang wazisa uLi, owathi ekugcineni wayikhokhela inkampani yonke wabe esexosha umsebenzi. Kamuva, bathola ukuthi u-Xu wayehlubukile futhi waqhubeka kwezohwebo ngaphandle kwabo. Wang “bahlukaniswa ngokuthula.”)
NgoNdasa wezi-2011, kwabhaliswa isizindalwazi esasizoba nguShein—SheInside.com. Le ndawo izibiza ngokuthi “inkampani ehamba phambili emhlabeni yezingubo zomshado,” nakuba idayisa izinhlobonhlobo zezingubo zabesifazane. Ekupheleni kwalowo nyaka, yachaza. yona ngokwayo “njengomthengisi wamazwe ngamazwe”, eletha “imfashini yakamuva yasemgwaqweni esuka eLondon, Paris, Tokyo, Shanghai naseNew York emigwaqweni ephakeme ezitolo ngokushesha”.
NgoSepthemba 2012, uXu wabhalisa inkampani enegama elihluke kancane kunenkampani ayisungula ngokuhlanganyela no-Wang no-Li - Nanjing E-Commerce Information Technology. Ubephethe amasheya angu-70% enkampani kanti uzakwabo wayephethe amasheya angu-30%. Akekho u-Wang noma uLi abangakaze baxhumane no-Xu futhi – ngokubona okuhle kuka-Li.”Lapho usebenza nomuntu okhohlakele, awazi ukuthi uzokulimaza nini, akunjalo?” U-Lee wathi.” Uma ngingasheshe ngisuke kuye, okungenani angeke akwazi ukungilimaza kamuva.”
Ngo-2013, inkampani kaXu yakhulisa uxhaso lwayo lokuqala loxhasomali lwebhizinisi, okubikwa ukuthi iyizigidi ezi-5 zamaRandi avela e-Jafco Asia, ngokusho kwe-CB Insights. ngo-2008″ — ngawo lowo nyaka i-Nanjing Dianwei Information Technology Co., Ltd. yasungulwa. (Eminyakeni eminingi kamuva, izoqala ukusebenzisa unyaka wokusungulwa ka-2012.)
Ngo-2015, inkampani yathola enye imali eyizigidi ezingu-47 zamaRandi. Yashintsha igama layo laba ngu-Shein futhi yasusa ikomkhulu layo lisuka e-Nanjing laya e-Guangzhou ukuze libe seduze nendawo yabahlinzeki bayo. Yavula ngokuthula indlunkulu yayo yase-US endaweni yezimboni e-Los Angeles County. waphinde wathola i-Romwe - umkhiqizo u-Lee, njengoba kwenzeka, waqala nentombi eminyakeni embalwa edlule, kodwa washiya ngaphambi kokuba atholwe.I-Coresight Research ilinganisela ukuthi ngo-2019, u-Shein waletha u-$ 4 billion ekuthengisweni.
Ngo-2020, ubhubhane lwacekela phansi imboni yezingubo. Noma kunjalo, ukuthengiswa kukaShein kuyaqhubeka nokukhula futhi kulindeleke ukuthi kufinyelele ku- $ 10 billion ngo-2020 kanye no-$ 15.7 billion ngo-2021. (Akucaci ukuthi inkampani yenza inzuzo.) Uma unkulunkulu othile enquma ukusungula ingubo ukufaneleka komkhiqizo wenkathi yobhubhane, lapho yonke impilo yomphakathi ifinyezwa endaweni engunxande yekhompyutha noma isikrini sefoni, ingase ifane kakhulu noShein .
Sekuphele izinyanga ngihlanganisa uShein ngenkathi inkampani ivuma ukungivumela ukuba ngixoxisane nezikhulu zayo ezimbalwa, okuhlanganisa noMongameli waseMelika uGeorge Chiao; Isikhulu Esiphezulu Sokumaketha uMolly Miao; kanye noMqondisi wezeMvelo, ezeNhlalo kanye nokuBusa u-Adam Winston.Bangichazele imodeli ehluke ngokuphelele endleleni abathengisi bendabuko abasebenza ngayo.Umkhiqizo ojwayelekile wemfashini ungase udizayine amakhulu ezitayela endlini inyanga ngayinye futhi ucele abakhi bawo ukuthi benze izinkulungwane zesitayela ngasinye. izingcezu zitholakala ku-inthanethi nasezitolo ezibonakalayo.
Ngokuphambene nalokho, u-Shein usebenza ikakhulukazi nabaqambi bangaphandle.Iningi labahlinzeki bayo abazimele baklama futhi benza izingubo zokugqoka.Uma u-Shein ethanda umklamo othile, uzobeka i-oda elincane, izingcezu ezingu-100 kuya kwezingu-200, futhi izingubo zizothola ilebula likaShein.Kuthatha amasonto amabili kuphela ukusuka emcabangweni kuya ekukhiqizweni.
Izingubo eziqediwe zithunyelwa esikhungweni esikhulu sokusabalalisa sikaShein, lapho zihlelwa khona zibe amaphakheji kumakhasimende, futhi lawo maphakheji athunyelwa ngqo emnyango wabantu e-US nakwamanye amazwe angaphezu kuka-150-kunokuba athumele inqwaba yezingubo yonke indawo kwasekuqaleni. . Umhlaba osesitsheni, njengoba abathengisi benzile ngokwesiko.Izinqumo eziningi zenkampani zenziwa ngosizo lwesoftware yayo yangokwezifiso, ekwazi ukuhlonza ngokushesha ukuthi yiziphi izingcezu ezidumile futhi zizihlele kabusha ngokuzenzakalelayo; imisa ukukhiqizwa kwezitayela ezithengisa ngokudumazayo.
Imodeli kaShein kuphela eku-inthanethi isho ukuthi, ngokungafani nezimbangi zayo ezinkulu zemfashini esheshayo, ingagwema izindleko zokusebenza nezisebenzi zezitolo zezitini nodaka, okuhlanganisa nokubhekana namashalofu agcwele izingubo ezingadayisi ekupheleni kwesizini ngayinye.Ngosizo lwe isofthiwe, ithembele kubahlinzeki ukuba baklame ukwenza umsebenzi usheshe futhi usebenze kahle.Umphumela uba ukugeleza okungapheli kwezingubo.Nsuku zonke, u-Shein ubuyekeza iwebhusayithi yakhe ngesilinganiso sezitayela ezintsha ezingu-6,000 - inombolo ecasulayo ngisho nasesimweni semfashini esheshayo. .Ezinyangeni ezingu-12 ezedlule, i-Gap ibhale mayelana ne-12,000 izinto ezahlukene kuwebhusayithi yayo, i-H&M mayelana ne-25,000 kanye no-Zara mayelana ne-35,000, uprofesa we-University of Delaware uLu wathola.Ngaleso sikhathi, uShein wayenezigidi ezingu-1.3. Intengo ethengekayo,” uJoe wangitshela.”Noma ngabe yini amakhasimende ayidingayo, angayithola kuShein.
U-Shein akuyona ukuphela kwenkampani ebeka ama-oda amancane okuqala nabahlinzeki bese iphinda i-oda lapho imikhiqizo yenza kahle.I-Boohoo yasiza ukuphayona lo modeli.Kodwa u-Shein unomphetho phezu kwezimbangi zakhe zaseNtshonalanga.Nakuba izinhlobo eziningi, kuhlanganise ne-Boohoo, zisebenzisa abahlinzeki e-China, Ukusondela kukaShein ngokwendawo namasiko kwenza kube lula ukuguquguquka.” Kunzima kakhulu ukwakha inkampani enjalo, cishe akunakwenzeka ukuthi iqembu elingekho eShayina likwenze,” kusho u-Chan wase-Andreessen Horowitz.
Umhlaziyi we-Credit Suisse u-Simon Irwin ubelokhu edida amanani aphansi kaShein. "Ngiveze izinkampani ezisebenza kahle kakhulu emhlabeni ezithenga ngezinga eliphezulu, ezinesipiliyoni seminyaka engu-20, futhi zinezinhlelo zezokuthutha ezisebenza kahle kakhulu," kusho u-Owen kimi. Iningi labo livumile ukuthi alikwazanga ukuletha umkhiqizo emakethe ngenani elifanayo nelikaShein.”
Noma kunjalo, u-Irving uyangabaza ukuthi amanani kaShein ahlala ephansi nhlobo, noma ikakhulukazi ngokuthenga okuphumelelayo. Kunalokho, ukhomba indlela uShein asebenzise ngayo uhlelo lokuhweba lwamazwe ngamazwe ngokuhlakanipha. kwamanye amazwe noma ngisho nangaphakathi kwe-US, ngaphansi kwesivumelwano samazwe ngamazwe.Ngaphezu kwalokho, kusukela ngo-2018, i-China ayizange ifake izintela ekuthengisweni kwamanye amazwe okuvela ezinkampanini zaseShayina eziqondana ngqo nabathengi, futhi imisebenzi yokungenisa yase-US ayisebenzi ezimpahleni zenani elingaphansi kwama-$800. Amanye amazwe anemithetho efanayo evumela uShein ukuthi agweme ukukhokhiswa intela kwamanye amazwe, kusho u-Owen. )
U-Irving uphinde waveza elinye iphuzu: Uthe abathengisi abaningi e-US naseYurophu bandisa imali esetshenziswayo ukuze bahambisane nemithethonqubo nezinkambiso mayelana nezinqubomgomo zabasebenzi nezemvelo.U-Shein ubonakala enza kancane kakhulu, wanezela.
Ngesonto elipholile ngoFebhuwari, ngemva nje koNyaka Omusha WaseShayina, ngamema umlingani engisebenza naye ukuba avakashele eSifundazweni SasePanyu saseGuangzhou, lapho uShein enza khona ibhizinisi. UShein wasenqaba isicelo sami sokukhuluma nomphakeli, ngakho ozakwethu beza bazozibonela izimo zabo zokusebenza. Ibhilidi elimhlophe lesimanje elinegama likaShein limi eduze kodonga endaweni yokuhlala ethule, phakathi kwezikole namafulethi.Ngesikhathi sokudla kwasemini, indawo yokudlela igcwele abasebenzi abagqoke amabheji kaShein. izikhangiso zezimboni zezingubo.
Endaweni eseduze—iqoqo eliminyene lamafekthri amancane angekho emthethweni, amanye endaweni ebukeka njengesakhiwo sokuhlala esilungiswe kabusha—izikhwama ezinegama likaShein zibonakala zipakishwe emashalofini noma zikleliswe ematafuleni. Ezinye izinsiza zihlanzekile futhi zihlelekile. Phakathi kwazo, abesifazane bagqoka ama-sweatshirts namamaski okuhlinza futhi basebenze buthule phambi kwemishini yokuthunga.Kolunye udonga, Ikhodi Yokuziphatha Yabahlinzeki bakaShein ibhalwe ngokugqamayo.(“Abasebenzi kumele okungenani babe neminyaka engu-16 ubudala.” “Khokha amaholo ngesikhathi.” “Akukho ukuhlukunyezwa noma ukuhlukunyezwa kwezisebenzi.”) Nokho, kwesinye isakhiwo, izikhwama ezigcwele izingubo zinqwabelana phansi futhi noma ubani ozamayo kuyodingeka enze umsebenzi oyinkimbinkimbi wezinyawo uyadlula futhi adlule.
Ngonyaka odlule, abacwaningi abavakashela i-Panyu egameni leqembu laseSwitzerland i-Public Eye bathola ukuthi ezinye izakhiwo zinemihubhe kanye nezindawo zokuphuma ezivinjwe izikhwama ezinkulu zezingubo, nokuyinto ebonakala iyingozi yomlilo. Abasebenzi abathathu okukhulunywe nabo abacwaningi bathi ngokuvamile bafika ngo-8 ekuseni. futhi bahambe cishe ngo-10 noma 10:30 pm, nekhefu lemizuzu engu-90 cishe lesidlo sasemini nesidlo sakusihlwa. Basebenza izinsuku eziyisikhombisa ngesonto, nosuku olulodwa lokuphumula enyangeni - uhlelo olunqatshelwe umthetho waseShayina. UWinston, umqondisi wezemvelo, ezenhlalakahle. kanye nokwengamela, wangitshela ukuthi ngemuva kokufunda ngombiko we-Public Eye, uShein "waziphenya ngokwakhe."
Le nkampani isanda kuthola u-ziro kwezingu-150 esikalini esinakekelwa yi-Remake, inhlangano engenzi nzuzo ekhuthaza ukusebenza okungcono nezinqubo zemvelo. Iphuzu libonisa ngokwengxenye irekhodi likaShein lezemvelo: Le nkampani ithengisa izingubo eziningi ezilahlwayo, kodwa idalula okuncane kakhulu mayelana nayo. ukukhiqizwa engakwazi ngisho nokuqala ukukala indawo yayo yemvelo.” Asikawazi ngempela uchungechunge lwabo lokuhlinzeka. Asazi ukuthi mingaki imikhiqizo abayenzayo, asazi ukuthi zingaki izinto abazisebenzisayo sezizonke, futhi asiwazi umkhondo wabo wekhabhoni,” u-Elizabeth L. Cline, umqondisi wezokumela kanye nenqubomgomo kwa-Remake ngitshele. (UShein akazange aphendule imibuzo mayelana nombiko wokubuyisela kabusha.)
Ngasekuqaleni kwalo nyaka, uShein ukhiphe owayo umbiko wokusimama kanye nomthelela womphakathi, lapho azibophezele khona ukusebenzisa izindwangu ezisimeme futhi adalule ukukhishwa kwayo kwesisi esibamba ukushisa. Nokho, ukucwaninga kwenkampani abahlinzeki bayo kwathola izinkinga ezinkulu zokuphepha: Kubahlinzeki abacishe babe ngama-700 abacwaningiwe, Amaphesenti angu-83 “ayenezingozi ezinkulu.” Ukwephulwa okuningi kwakuhilela “ukulungiselela umlilo nezimo eziphuthumayo” kanye “namahora okusebenza,” kodwa amanye ayebucayi kakhulu: Abahlinzeki abangu-12% benza “ukwephulwa kwemithetho yokungabekezeleli lutho,” okungahlanganisa ukusebenza kwezingane, ukuphoqelelwa, noma izinkinga zezempilo ezingathi sína kanye nezindaba zokuphepha. Ngabuza isikhulumi ukuthi kwakuyini lokhu kwephulwa kwemithetho, kodwa akazange achaze kabanzi.
Umbiko kaShein uthe inkampani izohlinzeka ngoqeqesho kubahlinzeki abaphula umthetho omkhulu. Uma umphakeli ehluleka ukuxazulula inkinga ngesikhathi okuvunyelwene ngaso - futhi ezimeni ezinzima ngokushesha - uShein angase ayeke ukusebenzisana nabo. U-Whinston wangitshela, "Kunomsebenzi omningi okumele uwenze. kwenziwe—njenganoma yiliphi ibhizinisi elidinga ukuthuthuka futhi likhule ngokuhamba kwesikhathi.”
Abameli bamalungelo abasebenzi bathi ukugxila kubahlinzeki-mpahla kungase kube ukusabela okukha phezulu okuhlulekayo ukulungisa ukuthi kungani izimo eziyingozi zikhona kwasekuqaleni. izimo ezingezinhle zabasebenzi kanye nokulimala kwemvelo konke kodwa akunakugwenywa.Lokhu akukhona kuShein kuphela, kodwa impumelelo kaShein yenza kuphoqeleke ngokukhethekile.
UKlein wangitshela ukuthi uma inkampani efana noShein ikhombisa ukuthi isebenza kahle kangakanani, imicabango yakhe igxumela kubantu, imvamisa abesifazane, abakhathele ngokomzimba nangokwengqondo ukuze inkampani ikwazi ukukhulisa imali engenayo futhi yandise imali engenayo. Nciphisa izindleko.“Kufanele bavumelane nezimo futhi basebenze ubusuku bonke ukuze sonke sikwazi ukucisha inkinobho futhi silethwe ingubo emnyango wethu ngo-$10,” esho.