Iindaba - Abasebenzisi be-Amazon 'Snatches' Temu kunye ne-SHEIN, Banceda Iqela Labathengisi BaseTshayina

Ingxaki kaTemu eMelika
Ngokwedatha yamva nje evela kwinkampani yohlalutyo lwabathengi iConsumer Edge, ukusukela kwiveki ephela nge-11 kaMeyi, inkcitho kwi-SHEIN nakwi-Temu yehle ngaphezulu kwe-10% kunye ne-20% ngokulandelelana.
Oku kwehla okukhulu bekungengenxa yesilumkiso. I-Similarweb iqaphele ukuba ithrafikhi kuzo zombini ezi platifomu yaqala ukwehla kancinci emva kokuba umgaqo-nkqubo werhafu ubhengezwe ngo-Epreli.
Ukuphonononga izizathu, umgaqo-nkqubo werhafu wonyusa ngokuthe ngqo iindleko zokusebenza. Nangona zombini ezi nkampani zizama ukudlulisa iindleko ngokunyuka kwamaxabiso okwethutyana, zakhawuleza zarhoxisa ezo zigqibo ukuze ziphephe ukulahlekelwa ngakumbi ngabathengi.
Abahlalutyi beSimilarweb babonise ukuba ukukhula kweenkampani zombini sele kwehle kakhulu kwikota yokuqala ka-2025, kodwa ukothuka kwerhafu kwaba yinto yokugqibela eyaphula umqolo wenkampani.
Idatha ibonisa ukuba emva kokubhengezwa komgaqo-nkqubo werhafu, iindlela zokuthenga zabathengi zatshintsha ngokukhawuleza. Amaqonga e-e-commerce afana neTikTok Shop kunye neDhgate afumene ukunyuka kokusetyenziswa kwexesha elifutshane, ngelixa amaqonga asele ekhona afana neSHEIN kunye neTemu ajongene notshintsho lwesakhiwo lwexesha elide.
UBen Parkes, umhlalutyi weengcebiso zokuthengisa kwiSimilerarweb, uthe, “Imakethi yaseMelika ikulungele ukutshintshwa, kwaye amanqanaba okusetyenziswa kweSHEIN kunye neTemu akunakwenzeka ukuba abuyele kwizinga eliphezulu langaphambili.”
Kule meko, iAmazon ibe yingenelo enkulu kutshintsho ekusetyenzisweni kwefashoni ngokukhawuleza. UParkes uthe, “Abathengisi beempahla abakhoyo kwiqonga leAmazon bafumana ukukhula okukhulu njengoko beqinisa ulwakhiwo lwabo lweentlobo.”
Inzuzo Yabathengisi beAmazon
Idatha efanelekileyo ibonisa ukuba udidi lweempahla zabasetyhini zeAmazon lukhule ngaphezulu kwe-26% kwiinyanga ezintandathu ezidlulileyo, kwaye ezintathu kwezintlanu ziphezulu ziinkampani zabathengisi baseTshayina abasebenzisa inethiwekhi yezothutho yeAmazon. Ngaphezu koko, i-92% yeempahla zabasetyhini kwiqonga leAmazon zivela kubathengisi abangaphandle.
Ezi venkile zihlala zisebenzisa izinto ze-Amazon FBA logistics, ezinceda ukuba ziphephe iingozi zerhafu ngelixa ziqinisekisa ukuhanjiswa ngexesha elifanelekileyo.
Umzekelo, uphawu lweempahla zabasetyhini oluvela eShenzhen, olwaluthengiswa ngaxeshanye kwiSHEIN naseTemu, lwatshintshela kwiAmazon FBA ngenxa yempembelelo yerhafu.
“Nangona iindleko zokusebenza zinyukile emva kokujoyina iAmazon, ekuhambeni kwexesha, kuyanceda ngakumbi kuphuhliso lwexesha elizayo lwebhrendi,” utshilo ummeli webhrendi.
Inkampani edibanisa urhwebo nemizi-mveliso evela eHangzhou ikwathi emva kokutshintshela kwimodeli ye-FBA, ingeniso yabo epheleleyo ayizange ichaphazeleke kakhulu. Okwangoku, uphawu lwabo luphakathi kwamashumi amabini aphezulu kwiimpahla zabasetyhini, apho inani lempahla ethunyelwayo imihla ngemihla lidlula iwaka leempahla.
Nangona kunjalo, abanye abathengisi beendidi zeempahla baveze izimvo ezahlukeneyo ngokungena ngequbuliso kwezithuthi. Iinkampani ezininzi zeempahla ziqalile ukungena kwiAmazon ngobuninzi emva kokubona ithuba, elinokuthi libangele enye imfazwe yamaxabiso kudidi lweempahla zabasetyhini olusele lukhuphisana, nto leyo enciphisa ngakumbi inzuzo kubathengisi abanxulumene nalo.
Ngokwahlukileyo koko, udidi lweempahla zamadoda luveza umfanekiso owahlukileyo—ukukhula kwalo kwiinyanga ezintandathu bekuyi-4% kuphela, kungekho bathengisi baseTshayina phakathi kweempawu eziphambili, kunye nabathengisi beqela lesithathu abamalunga ne-57%. UParkes wongeze wathi, “Indlela yexesha elide ayicacanga, kodwa ukusetyenziswa kweempahla zabasetyhini ngokucacileyo kuya kutshintshela kwiAmazon.”
I-Amazon ngokucacileyo ilibonile eli thuba. Ibhengeze ulwandiso lwe-Prime Day yayo ukusuka kwiintsuku ezimbini ukuya kwezine, olubonwa njengoqhankqalazo oluchanekileyo ngexesha lobuthathaka befashoni ekhawulezayo. Umthengisi weqela lesithathu le-Amazon ongaziwayo utyhile ukuba eli qonga liqesha abathengisi abangaphaya kwemida abanamava efashoni ekhawulezayo kwaye banikezela ngemigaqo-nkqubo yokuxhasa ithrafikhi.
Abantu abangaphakathi kushishino bahlalutya ukuba iAmazon ijonge ukubamba isabelo semarike ngexesha lobuthathaka beSHEIN kunye neTemu.
Nangona kunjalo, iingenelo zemarike azilawulwa yiAmazon kuphela. Idatha yabathengi be-Consumer Edge ibonisa ukuba iimpawu zefashoni ezikhawulezayo ezifana ne-ASOS kunye neZara nazo zixhamle kutshintsho lwemali lwabasebenzisi bangaphambili be-SHEIN/Temu.
Ukongeza, abathengisi abanesaphulelo abanjengo-Ollie's Bargain Outlet, iimpawu zemidlalo ezifana neColumbia kunye neFoot Locker, iivenkile ezinkulu ezifana neBloomingdale's kunye neNordstrom Rack, kunye neemveliso zempahla zolutsha ezifana ne-Aeropostale kunye ne-American Eagle zonke zibone ukukhula kwezabelo.
Ukwandisa Ngaphandle kwe-US
Bejongene nengxaki yabo, uSHEIN noTemu abakhethanga ukuhlala phantsi bengenzi nto.
UParkes uqikelela ukuba iinkampani ezifana neTemu ziza kuqalisa uphuhliso lweendlela zokubonelela ngempahla zasekuhlaleni eMelika: “Utshintsho olukhulu kushishino lwefashoni lwaseMelika lukwindlela yokubonelela ngempahla. Ngaphambili, babexhomekeke kumgaqo-nkqubo ophantsi kakhulu wokuthumela ngepakethe ezincinci, kodwa le modeli ngoku ijongene nemingeni.” Xa iTemu yarhoxisa isicwangciso sayo sokunyusa amaxabiso erhafu, yathi iza kuthatha iindleko ngokutshintshela kwimodeli yokufezekisa impahla yasekuhlaleni.
Okwangoku, omabini la maqonga asenokuba athumele uhlahlo-lwabiwo mali lwawo lokuthengisa kwiimarike ezingaphandle kwedatha ye-US Consumer Edge ibonisa ukuba kwiiveki ezintathu zokuqala zikaMeyi, intengiso yeTemu kwi-EU inyuke ngaphezulu kwama-60%, xa kuthelekiswa nokunyuka kwama-40-50% ngoMatshi nango-Epreli.
Ngokwelizwe, iFransi ibone ukukhula okukhawulezayo (ngaphezulu kwe-100% ngenyanga ukuya kwinyanga ngoMeyi), mhlawumbi okunxulumene nokwanda kweentengiso zasekuhlaleni. Intengiso ye-SHEIN kwi-EU ikhule phantse ngama-20% ngoMeyi (xa kuthelekiswa namanani aphantsi aphindwe kabini ngo-Epreli), kunye nemakethi yase-UK ebonisa ukukhula konyaka malunga nama-50%.
Abahlalutyi bathi, “Zombini iinkampani zikhuthaza ngenkuthalo ukwahlukahlukana kwemimandla, mhlawumbi ukulungiselela ukwanda kokungqubana kwezorhwebo. Ezi ndlela zokukhula zinokuqhubeka okanye zikhawuleze, kodwa ekugqibeleni zixhomekeke kwimeko-bume yolawulo eYurophu.”
Nangona kunjalo, bagxininise ngelithi, “I-US iseyimarike ephambili. Ukukhula eYurophu akunakuyithintela le meko yokuhla kwe-US; imeko iyonke ayithembisi kubo.”
Inkonzo yethu ephambili:
·Inqanawa yoLwandle
·Inqanawa yomoya
·Ukuthunyelwa kwempahla kwiVenkile enye evela kwiVenkile yaphesheya