Nuhou a me ka Pai

I ka hāʻule hope loa, me ke ola e kū nei i ka wā maʻi maʻi, ua lilo wau i nā wikiō o nā influencers e kū ana i loko o ko lākou mau lumi moe e hoʻāʻo ana i nā lole mai kahi hui i kapa ʻia ʻo Shein.
Ma TikToks me ka hashtag #sheinhaul, hāpai kekahi wahine ʻōpio i kahi ʻeke plastik nui a haehae, e hoʻokuʻu ana i nā ʻeke ʻeke liʻiliʻi liʻiliʻi, i loko o kēlā me kēia me kahi ʻāpana lole i pelu maikaʻi ʻia.
Aia ma lalo o kēia lua rabbit nā kumumanaʻo: #sheinkids, #sheincats, #sheincosplay. Ke kono nei kēia mau wikiō i nā mea nānā e kahaha i ka hui ʻana o ke kumukūʻai haʻahaʻa a me ka nui. ʻO nā ʻōlelo e pili ana me nā manaʻo e kākoʻo ana i ka hana ("BOD GOALS"). ohohia (“Nani loa.” “ʻO kāna kālā ia, waiho wale iā ia.” ), e noho hāmau ka mea hoʻopuka kumu.
He aha ka mea i ʻoi aku ai kēia ma mua o ka pohihihi pūnaewele wale nō ʻo ia ua lilo ʻo Shein i ʻoihana nui. Ma mua o kēia makahiki, ua noiʻi ʻo Piper Sandler i nā ʻōpio ʻAmelika 7,000 ma kā lākou punahele e-commerce pūnaewele a ʻike ʻo ia ʻoiai ʻo Amazon ka mea lanakila maʻemaʻe, ua hele mai ʻo Shein i ka lua.
Ua hōʻike ʻia ʻo Shein i hoʻonui ʻia ma waena o $ 1 biliona a me $ 2 biliona ma ke kālā pilikino i ʻApelila. Ua waiwai ka hui ma $ 100 biliona - ʻoi aku ma mua o nā hui nunui wikiwiki ʻo H&M a me Zara i hui pū ʻia, a ʻoi aku hoʻi ma mua o nā hui pilikino o ka honua koe wale nō ʻo SpaceX a me TikTok nona ByteDance.
I ka noonoo ana i ka wikiwiki hana 'oihana o kekahi o ka loa weliweli i loko o ke ao nei, au i flabbergasted i Shein hoʻokō 'ia e huki i keia ano capital.Its hilinaʻi ma synthetic textiles luku ke kaiapuni, a me ka paipai 'ana i na kanaka e hoomau i ka hōʻano hou 'ana i ko lakou mau kapa lole, ka mea, e hana ana i ka paulele nui; Ua aneane pālua ka nui o ka textiles ma US landfills i nā makahiki he ʻelua i hala. ʻOiai, ʻo ka poʻe hana e humuhumu lole ua uku liʻiliʻi loa lākou no kā lākou hana i nā kūlana luhi a i kekahi manawa pōʻino. ʻo ia ka mea nui loa.
I kekahi pō o Nowemapa, i ka wā i hoʻomoe ai kaʻu kāne i kā mākou keiki 6 makahiki, noho wau ma luna o ka noho ma ka lumi hoʻokipa a wehe i ka app Shein. Ma ka ʻāpana sweatshirt, ua hoʻohui au i kahi lele kala kala nani ($4.50) i kaʻu kaʻa.
ʻOiaʻiʻo, i kēlā me kēia manawa aʻu e koho ai i kahi mea, hōʻike ka app iaʻu i nā ʻano like: Mesh body-con beget mesh body-con; Hānau ʻia nā lole hōʻoluʻolu colorblock mai nā lole hōʻoluʻolu kala. ʻōwili wau a ʻōwili. I ka wā pōʻeleʻele o ka lumi, ʻaʻole hiki iaʻu ke ala aʻe a hoʻā i nā kukui. Aia kahi hilahila i kēia kūlana. Ua piʻi mai kaʻu kāne mai ka lumi hoʻokipa ma hope o ka hiamoe ʻana o kā mākou keiki a nīnau mai iaʻu he aha kaʻu e hana nei me kahi leo hopohopo iki. "ʻAʻole!" Ua uē au. Ua hoʻā ʻo ia i ke kukui. Ua koho au i kahi pulupulu puff-sleeve tee ($12.99) mai ka hōʻiliʻili premium o ka pūnaewele. Ma hope o ka hoʻemi ʻana o ka Pōʻalima ʻEleʻele, ʻo ka huina o ke kumukūʻai o nā mea he 14 he $80.16.
Ua hoʻowalewale ʻia au e hoʻomau i ke kūʻai ʻana, ʻo kekahi no ka paipai ʻana o ka app, akā ʻo ka hapa nui no ka mea he nui nā mea e koho ai, a he ʻuʻuku lākou a pau.
Eia kekahi ʻike i ʻike ʻia e pili ana iā Shein: He hui hānau ʻia ʻo Kina me kahi kokoke i 10,000 mau limahana a me nā keʻena ma Kina, Singapore, a me ʻAmelika Hui Pū ʻIa. Aia ka hapa nui o kāna mau mea hoʻolako ma Guangzhou, he kūlanakauhale awa ma ka muliwai Pearl ma kahi o 80 mau mile ma ke komohana ʻākau o Hong Kong.
Ma waho aʻe o ia mea, kaʻana like ka ʻoihana i ka ʻike liʻiliʻi me ka lehulehu. Ma kahi pilikino, ʻaʻole ia e hōʻike i ka ʻike kālā. Ua hōʻole kāna Luna Nui a me ka mea hoʻokumu, ʻo Chris Xu, e ninaninau ʻia no kēia ʻatikala.
I koʻu hoʻomaka ʻana e noiʻi iā Shein, me he mea lā aia ka brand ma kahi palena palena i noho ʻia e nā ʻōpio a me iwakālua a ʻaʻohe mea ʻē aʻe. (Hele mai ia i loko.) Ua hoʻokuʻu ʻo ia i ka hoʻoweliweli .A federal trade regulator haʻi mai iaʻu ʻaʻole ʻo ia i lohe i ka brand, a laila, i kēlā pō, hoʻouna ʻo ia i ka leka uila: "Postscript - ʻo kaʻu kaikamahine 13 makahiki ʻaʻole wale ʻike e pili ana i ka hui (Shein), akā ke ʻaʻahu nei nō hoʻi i kā lākou corduroy i kēia pō." Ua manaʻo wau inā makemake wau e ʻike e pili ana iā Shein, pono wau e hoʻomaka me ka mea i ʻike ʻoi aku ka maikaʻi: ʻo kāna mau ʻōpio.
I kekahi ahiahi maikaʻi o Dekemaba i hala, ua aloha mai kekahi kaikamahine 16 makahiki ʻo Makeenna Kelly iaʻu ma ka ʻīpuka o kona home ma kahi kaona mālie o Fort Collins, Colorado. ma YouTube, loaʻa iā ia he 1.6 miliona. He mau makahiki i hala aku nei, ua hoʻomaka ʻo ia e paʻi kiʻiʻoniʻoni no kahi brand nona Shein i kapa ʻia ʻo Romwe. Hoʻopuka ʻo ia i nā mea hou ma kahi o hoʻokahi manawa i ka mahina. Ma kahi wikiō aʻu i nānā mua ai i ka hāʻule hope, e hele ana ʻo ia a puni kona kua i mua o kahi kumu lāʻau me nā lau gula, me ka ʻaʻahu ʻana i ka sweater nānā daimana $ 9. Ua kuhikuhi ʻia ke kāmela i kona ʻōpū, a ua kani ka leo i ka leo. 40,000 manawa; ua pau ka lole lole Argyle.
Ua hele au e ʻike iā Kelly i ke kiʻi ʻoniʻoni. Hula ʻo ia i loko o ka lumi hoʻokipa—e hoʻomaʻamaʻa ana—a lawe iaʻu i luna a hiki i ka pae ʻana o ka papahele lua i uhi ʻia i kahi āna i kiʻi ai.
ʻO ka makuahine o Kelly, ʻo Nichole Lacy, ua ʻohi i kona mau lole a hele i ka hale ʻauʻau e puhi iā lākou. ma laila. I kekahi manawa, hele wāwae ʻo Gwen ka sphinx o ka ʻohana ma ke kiʻi a pūliki kekahi i kekahi. Ma hope mai, ʻike ʻia kekahi pōpoki ʻo Agatha.
I loko o nā makahiki, ʻo ka ʻaoʻao ākea o Shein ma ke ʻano o nā poʻe e like me Kelly, nāna i hoʻokumu i kahi hui o nā influencers e pana i nā kiʻiʻoniʻoni blockbuster no ka hui. Wahi a Nick Baklanov, kahi loea kūʻai a me ka noiʻi ma HypeAuditor, he mea maʻamau ʻo Shein i ka ʻoihana no ka mea hoʻouna ʻo ia i nā lole manuahi i ka nui o nā influencers. ʻO YouTube a me TikTok, e like me ka HypeAuditor.
Ma waho aʻe o nā lole manuahi, uku pū ʻo Romwe i ka uku paʻa no kāna mau pou. ʻAʻole ʻo ia e hōʻike i kāna mau uku, ʻoiai ua ʻōlelo ʻo ia ua loaʻa ʻo ia i ke kālā hou aʻe i loko o kekahi mau hola o ka hana wikiō ma mua o kekahi o kāna mau hoaaloha me nā hana maʻamau ma hope o ke kula e hana ai i loko o hoʻokahi pule. Nas X, Addison Rae), ʻo kona wahi ʻoluʻolu me he mea lā ʻo ia ka poʻe e hahai ana ma waena.
I ka makahiki 1990, ma mua o ka hānau ʻana ʻo Kelly, ua hoʻolaha ʻo Zara i ke ʻano o ka hōʻaiʻē ʻana i nā manaʻo hoʻolālā mai nā mea i hopu ʻia i ka manaʻo o ke ala. Manaʻo ʻo Vogue ʻaʻole ia he ʻāpana ʻoluʻolu, "wahi āna.
Ma hope o ka pau ʻana o ka pana ʻana o Kelly, nīnau mai ʻo Lacey iaʻu i ka nui o koʻu manaʻo i nā ʻāpana āpau ma ka pūnaewele ʻo Romway - 21 o lākou, a me kahi honua hau hoʻonaninani - ke kumu.
I kēlā me kēia lā, hōʻano hou ʻo Shein i kāna pūnaewele me ka awelika o 6,000 mau ʻano hou - he helu ʻino loa i loko o ka pōʻaiapili o ke ʻano wikiwiki.
Ma ka waena o 2000s, fast fashion ka mea nui paradigm ma retail.China ua hui i ka World Trade Organization a ua lilo koke i mea nui lole production center, me Western hui neʻe i ka hapa nui o ko lakou manufacturing there. ʻO nā mea ʻē aʻe, ʻo Wang Xiaohu a me Li Peng.Xu lāua ʻo Wang he 45 pakeneka o ka hui, ʻoiai ʻo Li nona ke koena 10 pakeneka, hōʻike nā palapala.
Ua haʻi ʻo Wang lāua ʻo Li i kā lāua mau hoʻomanaʻo o ia manawa. Ua ʻōlelo ʻo Wang ua kamaʻāina lāua ʻo Xu i nā hoa hana, a i ka makahiki 2008, ua hoʻoholo lāua e hana i ka ʻoihana kūʻai aku a me ka ʻoihana e-commerce ma waena o nā palena.
I kēlā makahiki hoʻokahi, hāʻawi ʻo Li i kahi haʻiʻōlelo ma ke kūʻai aku ʻana ma ka pūnaewele ma kahi ʻaha kūkā ma Nanjing.Xu - he kanaka ʻōpio liʻiliʻi me ka helehelena lōʻihi - hōʻike ʻo ia iā ia iho e ʻimi ana i nā ʻōlelo aʻo ʻoihana. "He mea hou ʻo ia," wahi a Lee.
Ua kono aku ʻo Xu iā Li e hui pū me ia a me Wang ma ke ʻano he mau ʻōlelo aʻoaʻo hapa manawa. ʻO nā mea kūʻai aku, a laila hiki i nā hui holo Kina ke hana i ka holomua.
Wahi a Li, ua hoʻomaka lākou e hoʻouna i nā mea kūʻai aku i kahi mākeke lole nui ma Guangzhou e kūʻai i nā laʻana lole pākahi mai nā mea hoʻolako like ʻole. aia wale nō ke kūʻai ʻia kahi mea, hōʻike lākou i kahi mea i hāʻawi ʻia e nā Wholesalers i nā kauoha liʻiliʻi.
I ka piʻi ʻana o ke kūʻai ʻana, hoʻomaka lākou e noiʻi i nā ʻano pūnaewele e wānana i nā ʻano hou e hiki ke hopu a kau i nā kauoha ma mua o ka manawa, wahi a Li.
I kēia manawa, hana ʻo Xu i nā hola lōʻihi, noho pinepine ma ke keʻena ma hope o ka hoʻi ʻana o kekahi i ka home. "Ua makemake nui ʻo ia e kūleʻa," wahi a Lee." Ua hāʻawi aku ʻo Lee i ka pia a me nā meaʻai (ka paʻakai paʻakai, vermicelli soup) i ka ʻōlelo aʻo iā Xu no ka mea ua hoʻolohe pono ʻo Xu a aʻo koke.
I nā lā mua, hoʻomanaʻo ʻo Li, he liʻiliʻi ke kauoha awelika i loaʻa iā lākou, ma kahi o $14, akā kūʻai lākou i 100 a 200 mau mea i ka lā; i ka lā maikaʻi, hiki iā lākou ke ʻoi aku ma mua o 1,000. He mea liʻiliʻi nā lole, ʻo ia ke kumu.
I kekahi lā, ma hope o ko lāua hana ʻana i ka ʻoihana no hoʻokahi makahiki, ua ʻike ʻia ʻo Wang ma ke keʻena a ʻike ʻo ia ua nalowale ʻo Xu. uku i ke koena o ka hui a hoopau i ka limahana. Ma hope mai, ua ike lakou ua haalele o Xu a ua hoomau i ka e-commerce me ka ole o lakou.
Ma Malaki 2011, ua hoʻopaʻa inoa ʻia ka pūnaewele e lilo ai ʻo Shein—SheInside.com. Ua kapa ʻia ka pūnaewele iā ia iho "ʻo ka hui ʻaʻahu mare koʻikoʻi o ka honua," ʻoiai ke kūʻai aku nei i nā ʻano lole wahine.
I Kepakemapa 2012, hoʻopaʻa inoa ʻo Xu i kahi hui me kahi inoa ʻokoʻa iki mai ka hui āna i hoʻokumu pū ai me Wang a me Li - Nanjing E-Commerce Information Technology. Ua paʻa ʻo ia i 70% o nā ʻāpana o ka hui a ua paʻa kekahi hoa i 30% o nā ʻāpana. ʻAʻole ʻo Wang lāua ʻo Li i hui hou me Xu - no ka maikaʻi loa i ko Li manaʻo. Wahi a Lee, "Inā hiki iaʻu ke haʻalele koke aku iā ia, ʻaʻole hiki iā ia ke hōʻeha iaʻu ma hope."
I ka makahiki 2013, ua hoʻonui ka hui o Xu i kāna hui mua o ka loaʻa kālā ʻoihana, ua hōʻike ʻia he $ 5 miliona mai Jafco Asia, e like me CB Insights. makahiki hoʻokumu.)
I ka makahiki 2015, ua loaʻa hou i ka hui he $47 miliona ma ke kālā. Ua hoʻololi ʻo ia i kona inoa iā Shein a hoʻoneʻe i kona keʻena nui mai Nanjing a i Guangzhou e kokoke loa i kāna waihona mea hoʻolako. $4 biliona ma ke kuai ana.
I ka makahiki 2020, ua hoʻopau ka maʻi maʻi i ka ʻoihana lole. Eia nō naʻe, ke hoʻomau nei ke kūʻai aku ʻo Shein a ke manaʻo ʻia e hōʻea i $ 10 biliona i 2020 a me $ 15.7 biliona i 2021. (ʻAʻole maopopo inā he waiwai ka ʻoihana.) Shein .
Ua uhi au iā Shein no nā mahina i ka wā i ʻae mai ai ka hui e nīnau iaʻu i kekahi o kāna mau luna hoʻokō, me ka Pelekikena ʻAmelika ʻo George Chiao; Luna Kūʻai Nui ʻo Molly Miao; a me Environmental, Social and Governance Director Adam Winston. Ua wehewehe mai lakou ia'u i ke ano okoa loa mai ke ano o ka hana ana o na mea kuai kahiko. Hiki i kekahi brand fashion style ke ho'olālā i na haneli o ka hale i loko o ka hale i kēlā me kēia mahina a noi aku i nā mea hana e hana i nā tausani o kēlā me kēia kaila. Loa'a nā'āpana ma ka pūnaewele a ma nā hale kū'ai kino.
Ma ka hoʻohālikelike, hana nui ʻo Shein me nā mea hoʻolālā waho. ʻO ka hapa nui o kāna mau mea kūʻai kūʻokoʻa e hoʻolālā a hana i nā lole.
Hoʻouna ʻia nā lole i hoʻopau ʻia i ke kikowaena hoʻolaha nui o Shein, kahi e hoʻokaʻawale ʻia ai i loko o nā pūʻolo no nā mea kūʻai aku, a ua hoʻouna pololei ʻia kēlā mau pūʻolo i nā puka o nā kānaka ma US a ʻoi aku ma mua o 150 mau ʻāina ʻē aʻe-ma mua o ka hoʻouna ʻana i nā lole he nui ma nā wahi a pau i ka mua. ʻO ka honua ma luna o ka pahu, e like me nā mea kūʻai aku i hana maʻamau. Ua hana ʻia ka nui o nā hoʻoholo o ka hui me ke kōkua o kāna polokalamu maʻamau, hiki ke hoʻomaopopo koke i nā ʻāpana i kaulana a hoʻonohonoho hou iā lākou; ho'ōki ia i ka hana ʻana i nā ʻano kūʻai hoʻohaʻahaʻa.
ʻO ke kumu hoʻohālike pūnaewele maʻemaʻe a Shein, ʻaʻole like me kāna mau hoʻokūkū wikiwiki wikiwiki, hiki iā ia ke pale i nā kumukūʻai hana a me nā limahana o nā hale kūʻai brick-a-mortar, me ka pili ʻana i nā papa i piha i nā lole i kūʻai ʻole ʻia ma ka hopena o kēlā me kēia kau. 6,000 mau ʻano hou — he helu ʻino loa i loko o ka pōʻaiapili o ka wikiwiki. hiki ke loaʻa iā Shein.
ʻAʻole ʻo Shein wale nō ka hui e kau i nā kauoha mua liʻiliʻi me nā mea hoʻolako a laila hoʻonohonoho hou i ka wā e hana maikaʻi ai nā huahana. Ua kōkua ʻo Boohoo i paionia i kēia ʻano hoʻohālike. ia," wahi a Chan mai Andreessen Horowitz.
Ua kānalua ʻo Credit Suisse ʻo Simon Irwin i nā kumukūʻai haʻahaʻa o Shein.
Eia naʻe, kānalua ʻo Irving i ka haʻahaʻa o nā kumukūʻai o Shein, a i ʻole ka hapa nui ma o ke kūʻai maikaʻi ʻana. ʻAʻole pili nā dute i nā waiwai i emi iho ma lalo o $ 800. ʻO nā ʻāina ʻē aʻe nā kānāwai like e hiki ai iā Shein ke pale aku i nā dute lawe mai, wahi a Owen.
Ua'ōlelo houʻo Irving i kekahi mea'ē aʻe: Ua'ōleloʻo ia he nui nā mea kūʻai aku ma ka US a me'Europa e hoʻonui ana i ka hoʻolimalimaʻana no ka mālamaʻana i nā rula a me nā loina e pili ana i nā kulekele hana a me ka nohona.
Ma kahi pule malū o Feberuari, ma hope iho o ka Makahiki Hou, ua kono au i kekahi hoa hana e kipa aku i ka Apana Panyu o Guangzhou, kahi e hana ai o Shein. Ua hoole o Shein i ka'u noi e kamailio aku i ka mea hoolako, no laila, hele mai ko'u mau hoa e ike i ko lakou mau kulana hana. ʻO nā papa hoʻolaha a me nā pou kelepona a puni ka hale ua paʻa i nā hoʻolaha hana no nā hale hana lole.
Ma kahi kokoke—he hōʻiliʻili nui o nā hale hana liʻiliʻi liʻiliʻi, ʻo kekahi i ka mea i ʻike ʻia he hale noho i hoʻoponopono hou ʻia—hiki ke ʻike ʻia nā ʻeke me ka inoa ʻo Shein i hoʻopaʻa ʻia ma nā papa a laina ʻia paha ma nā papa ʻaina. i kau ʻia.("Pono nā limahana ma kahi o 16 mau makahiki." "E uku i ka uku i ka manawa." "ʻAʻohe hana hoʻomāinoino a hoʻomāinoino paha i nā limahana.") Ma kahi hale ʻē aʻe naʻe, hoʻopaʻa ʻia nā ʻeke piha i nā lole i ka papahele a ʻo ka mea e hoʻāʻo nei e pono e hele a hele i loko.
I ka makahiki i hala, ua ʻike nā mea noiʻi i kipa iā Panyu ma ka ʻaoʻao o ka hui kiaʻi Swiss Public Eye, aia kekahi mau hale i nā alahele a me nā puka i pāpā ʻia e nā ʻeke nui o nā lole, kahi pōʻino ahi. mahina - he papa manawa i pāpā ʻia e ke kānāwai Kina. Ua haʻi mai ʻo Winston, ka luna hoʻomalu o ke kaiapuni, ka pilikanaka a me ke aupuni, ma hope o ke aʻo ʻana i ka hōʻike Public Eye, "ua noiʻi ʻo Shein iā ia iho."
Ua loaʻa koke i ka hui ka zero o ka 150 ma ka pālākiō i mālama ʻia e Remake, kahi mea waiwai ʻole e kākoʻo ana i ka hana ʻoi aku ka maikaʻi o ka hana a me ka hana kaiapuni. he nui nā mea a lākou e hoʻohana ai i ka huina, a ʻaʻole mākou i ʻike i kā lākou kapuaʻi kalapona, "e haʻi mai ʻo Elizabeth L. Cline, ka luna hoʻomalu a me nā kulekele ma Remake. (ʻAʻole i pane ʻo Shein i nā nīnau e pili ana i ka hōʻike hou.
Ma mua o kēia makahiki, ua hoʻokuʻu ʻo Shein i kāna hōʻike hoʻomau a me ka hopena pilikanaka, kahi i hoʻohiki ai e hoʻohana i nā textiles ʻoi aku ka maikaʻi a hōʻike i kāna hoʻokuʻu ʻana i ke kinoea hoʻomehana honua. Ua hana nā mea hoʻolako i nā "ʻae ʻole ʻole," hiki ke komo i ka hana ma lalo o ka makahiki, ka hana koi, a i ʻole nā ​​pilikia olakino a me nā pilikia palekana. Nīnau au i ka mea haʻiʻōlelo he aha kēia mau hewa, ʻaʻole naʻe ʻo ia i wehewehe.
Ua ʻōlelo ka hōʻike a Shein e hāʻawi ka hui i ka hoʻomaʻamaʻa ʻana i nā mea hoʻolako me nā hewa koʻikoʻi.
Wahi a ka poʻe kākoʻo i nā kuleana o ka hana, ʻo ka nānā ʻana i nā mea hoʻolako he pane ʻoi loa ia e hiki ʻole ai ke hoʻoponopono i ke kumu o ka noho ʻana o nā kūlana pōʻino.
Ua haʻi mai ʻo Klein iaʻu i ka wā e ʻōlelo ai kahi hui e like me Shein i ka maikaʻi, lele kona mau manaʻo i nā poʻe, maʻamau nā wahine, ka poʻe luhi i ke kino a me ka noʻonoʻo i hiki i ka hui ke hoʻonui i ka loaʻa kālā a hoʻonui i ka loaʻa kālā. E ho'ēmi i nā kumukūʻai. "Pono lākou e maʻalahi a hana i ka pō a hiki i ke koena o mākou ke paʻi i kahi pihi a hāʻawi i kahi lole i ko mākou puka no $ 10," wahi āna.