Umthengisi wemfashini oshesha kakhulu uShein ufuna ukuhlukanisa iminikelo yakhe kusuka kumfashini nezinsiza kuya emikhakheni eminingi yabathengi njengekhaya, ubuhle namathoyizi, kodwa ingabe izophumelela?
Umdondoshiya wemfashini esheshayo u-Shein ufuna ukwenza okungaphezu nje kokuthengisa izingubo. Njengoba isivele iyinqobile imakethe yezingubo zenani - ngenani lokuthengisa elicishe liphindeke kabili isimbangi sakhe esiseduze sase-UK umthengisi wemfashini u-Primark ngo-2021 - inkampani ezinze eSingapore ibeka umbono wayo kwezinye izingxenye zabathengi.
I-Reuters ibika ukuthi le nkampani ivele kumaphaneli ezinkampanini ezinkulu okubalwa kuzo i-Colgate-Palmolive, i-Hasbro ne-Suntory Beverage & Food ezinyangeni ezisanda kwedlula njengengxenye yomkhankaso wokuzenza ibe semthethweni ezimakethe zasekhaya, zobuhle namathoyizi. Ithemba ukusebenza njengomhlinzeki wemakethe, ivumela abantu besithathu ukuthi babhale izinto zabo esitolo sayo ngemodeli efana ne-Amazon noma i-AliExpress.
Kuyini ukufaneleka kwesiphakamiso sikaShein sokwandisa?
Le sevisi isivele itholakala kwezinye izimakethe ezihlanganisa i-US ne-UK, kodwa ukunwebela e-Europe kuzovumela inkampani ukuthi igcine izinketho zivulekile njengokuhlola irekhodi layo lamalungelo abantu kanye nezixhumanisi eziya eChina ukushisa e-US. Ukusingathwa kwemikhiqizo yaseNtshonalanga eyaziwayo endaweni yayo kungasiza futhi ukususa ingxoxo kulezi zinkinga, into eyidinga kakhulu.
Le nkampani ibhekane nezinkinga zomthetho kulo nyaka, kusukela ngemizamo yayo yokuthola i-Initial Public Offering (IPO) e-US ngenxa yophenyo lwaseShayina ngerekhodi layo le-cybersecurity kanye nentukuthelo yase-US eyalandela.
Ngenyanga edlule (ngo-Ephreli) uMnyango Wezokuphepha Kwasekhaya waseMelika (i-DHS) wanxuswa ukuthi uphenye uShein ngezinsolo "zokusebenza kwezigqila" ngaphakathi kochungechunge lwakhe lokuhlinzeka noSenator uMarco Rubio (R-FL), omthetho wakhe we-Uyghur Forced Labor Prevention Act (UFLPA) owaba umthetho ngo-2021 ethi "ubufakazi" bawo "ukuthumela izimpahla e-United States ezenziwe ngezigqila zase-Uyghu."
Umkhulumeli kaShein utshele uJust Style ngaleso sikhathi inkampani “inenqubomgomo yokungabekezeleli abantu abasebenza ngempoqo”.
Le nkampani iphinde yabhekana nokucutshungulwa komthelela wayo endaweni lapho ilungu lePhalamende laseFrance lihlose "imodeli yebhizinisi lokulahla" ngoFebhuwari futhi yalisebenzisa njengenzuzo ukuphakamisa inhlawulo engu-€5 ($5.42) kumakhasimende kukho konke ukuthengwa kwemfashini esheshayo.
Kodwa-ke, okhulumela uShein utshele uJust Style ngaleso sikhathi ukuthi uyasiphikisa isimangalo sokuthi sibhebhethekisa isiko lemfashini "yokulahla" futhi wathi "imodeli yebhizinisi efunwayo ibhekana nenkinga esemqoka yokungafani phakathi kokuhlinzekwa kanye nesidingo semodeli yemboni yemfashini yendabuko" futhi iyenza ikwazi ukunciphisa ukumosha okungadingekile kanye nokunikeza inani elihle lemali kumakhasimende afuna imfashini ethengekayo nefinyelelekayo.
U-Shein manje unethemba lokuntanta eLondon Stock Exchange kanye nephothifoliyo ehlukahlukene kanye nokukhanya okuluhlaza okuvela ezinkampanini ezinkulu - ikakhulukazi uma iBrithani - ingase ibe yinzuzo.
UShein unamehlo akhe ezimakethe ezintsha
Enye inzuzo kaShein yokwandiswa kwemakethe yayo, kuzoba ukukhula. Kuze kube manje, izinsolo zemvelo kanye namalungelo abantu zenze okuncane ukuvimbela abathengi ngenkampani ebona ukukhula kokuthengisa konyaka okungaphezu kuka-20% ezinyangeni zokuqala ze-10 ze-2023. Kodwa-ke, ngisho nangaphandle kwezinguquko zokuziphatha kwabathengi, kunomkhawulo wokuthi u-Shein ungathola kanjani njengomkhiqizo wefashini osheshayo.
Naphezu kwenani elikhulu elilinganiselwa ku-$60bn, lokhu kusayibeka ngemuva kwabathengisi abakhulu kakhulu be-intanethi. I-Cooig ne-Amazon balinganisele imakethe yemali engu-$181.7bn kanye ne-$1.9trn, ngokulandelana, ihlinzeka ngethagethi ehehayo kaShein. Echaza isikhalazo, umhlaziyi wezingubo ze-GlobalData uLouise Deglise-Favre utshela i-Just Style: “UShein ugxile ekwandiseni amakhono akhe ezimakethe kulandela impumelelo yakhe enkulu emakethe yezingubo.
“Ngemva kokuthatha imakethe yemfashini ngokukhulu ukushesha kubonakala kungokwemvelo kumthengisi ukuthi afune ukugxila kwezinye izindawo ezinjengobuhle nempahla evamile, ehlose ukuncintisana ne-Amazon kodwa nozakwabo waseChina uTemu. U-Shein usevele wabona impumelelo endaweni yobuhle ngomkhiqizo wakhe i-Sheglam, ngakho-ke ukwandisa amakhono ayo obuhle ngendawo yayo yemakethe kubonakala njengesinyathelo esilandelayo semvelo kumthengisi. "
Yiziphi izinhlobo ezizothengiswa kuShein?
Inkinga kaShein ukuthi, nakuba abathengi bengaphazanyiswa imikhuba yayo, amabhizinisi angase abe. U-Deglise-Favre uyaphawula: “Ukuntuleka kukaShein obala okuphathelene nezinqubo zakhe ze-ESG kungenza ezinye izinhlobo zemikhiqizo zibe manqikanqika ukusabalalisa endaweni yayo yemakethe.”
Yize ibishiyelana inkundla namagama amakhulu, abaningana bebezimisele ngokuziqhelelanisa nomthengisi wengqephu. AbakwaReuters batshelwe nguHasbro noSuntory ukuthi bebebambe iqhaza kulo mcimbi wokuzijwayeza okuhle kakhulu, kanti uSuntory ukubeke kwacaca ukuthi akanazo izinhlelo zokudayisa iziphuzo zawo emakethe.
Umkhakha wobuhle ungase unikeze ithemba elengeziwe. U-Shein kuthiwa usevele esebenza nemikhiqizo eminingi yobuhle, okuhlanganisa i-CeraVe, i-Ordinary ne-Rimmel - kodwa isikhalazo singase sibe sikhulu kumabhrendi amancane.
"Imikhiqizo yezinkampani zangaphandle ingase ifune ukusebenzisa ithuba lokuthengisa ngemakethe ebilokhu ithola ukunyatheliswa nokunakwa okuningi, ikhulise ukubonakala kwayo kule nqubo," kunezela u-Deglise-Favre.
Umthombo ovela Isitayela Nje
Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla luhlinzekwa yi-just-style.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.
