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 sepulasitiki esikhulu futhi asidabule, ekhulula ukulandelana kwezikhwama zepulasitiki ezincane, ngasinye siqukethe ingubo egoqwe kahle.Ikhamera ibe isisika owesifazane ogqoke ucezu olulodwa ngesikhathi, oshisayo, ohlanganiswe nezithombe-skrini zokugqoka ezivela kuhlelo lokusebenza lwe-Sheinm ekhombisa amanani: $12 $8
Phansi kwalo mgodi onogwaja kunezindikimba: #sheinkids, #sheincats, #sheincosplay.Lawa mavidiyo amema ababukeli ukuthi bamangale ngokushayisana kwe-surreal kwezindleko eziphansi kanye nobuningi.Amazwana ahambisana nemizwa asekela ukusebenza ("IMIGOMO YE-BOD").Ngesikhathi esithile, umuntu uzongabaza ukuziphatha kwezwi elilinganayo elizovikela izingubo ezishibhile zikaShein, kodwa u-Shein oshibhile onjalo uzoba nethonya elilinganayo. umdlandla (“Muhle kakhulu.” “Yimali yakhe, myeke.” ), lowo obeka amazwana uzothula.
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 ngemboni yendwangu nezingubo zomhlaba wonke. 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 ingumnqobi ocacile, u-Shein wangena endaweni yesibili.Le nkampani inesabelo esikhulu kunazo zonke emakethe ye-fashion yase-US - amaphesenti angu-28.
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 kucatshangelwa 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 imfucuza enkulu; inani lezindwangu ezindaweni zokulahla imfucumfucu e-US cishe seliphindeke kabili kule minyaka engamashumi amabili edlule.Ngaleso sikhathi, abasebenzi abathunga izingubo bakhokhelwa kancane kakhulu ngomsebenzi wabo ezimweni ezikhathazayo futhi ngezinye izikhathi eziyingozi.Eminyakeni yamuva, izindlu eziningi zemfashini ezinkulu ziye zazizwa zinengcindezi yokwenza umnyakazo omncane ekuguqulweni.Manje, nokho, isizukulwane esisha "semfashini esheshayo" izinkampani ziye zavela kancane, futhi lezi zinkampani ezingcono kakhulu ziye zavela. enkulu kunazo zonke.
Ngobunye ubusuku ngoNovemba, lapho umyeni wami elalisa ingane yethu eneminyaka engu-6 ubudala, ngahlala kusofa endlini yokuphumula futhi ngavula uhlelo lokusebenza lukaSheiin.” Kukhulu,” kusho isibhengezo sokudayiswa kweBlack Friday esikrinini, sikhanyisa ukuze sigcizelele. I-sheer mesh.Engxenyeni 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 ukusukuma ngikhanyise izibani.Kukhona amahloni angacacile kulesi simo.Umyeni wami uqhamuke egumbini lokuphumula ngemva kokuba indodana yethu ilele wangibuza 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, ngokwengxenye ngoba uhlelo lokusebenza luyakukhuthaza, kodwa ikakhulukazi ngenxa yokuthi kunokuningi ongakhetha kukho, futhi konke kushibhile.Ngesikhathi ngisesikoleni samabanga aphezulu, isizukulwane sokuqala sezinkampani zemfashini esheshayo saqeqesha abathengi ukuthi balindele isamba esamukelekayo nesinhle ngaphansi kwenkokhelo yokulethwa ebusuku.Manje, eminyakeni engaphezu kwengu-20 kamuva, intengo ye-Shein yehlisa intengo.
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 ye-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 uphawu lwalukhona 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 usho kanjani." (Wangena.) Wachitha usongo .Umlawuli wezohwebo wenhlangano wangitshela ukuthi wayengakaze ezwe ngalo mkhiqizo, kwase kuthi, ngalobo busuku, wathumela i-imeyili: "I-Postscript - indodakazi yami eneminyaka engu-13 ubudala ayazi kuphela ngenkampani (uShein), kodwa futhi Namanje igqoke i-corduroy yabo kusihlwa." 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 wendlu yayo endaweni enokuthula yase-Fort Collins, e-Colorado.U-Kelly unekhanda elibomvu eline-vibe ye-Cabbage Patch Kid ekhangayo, futhi waziwa ngezinto ze-ASMR: amabhokisi okuchofoza, ukulandelela umbhalo eqhweni ngaphandle kwendlu yakhe, unabalandeli 0030; ku-YouTube, unezigidi ezingu-1.6. Eminyakeni embalwa edlule, waqala ukuqopha umkhiqizo ka-Shein obizwa ngokuthi i-Romwe. Uthumela amasha cishe kanye ngenyanga. Kuvidiyo engiqale ukuyibuka ngekwindla edlule, wayehambahamba egcekeni lakwakhe phambi kwesihlahla esinamaqabunga egolide, egqoke ijezi lesheke ledayimane elisikiwe elingu-$9. Ikhamera iqondise esiswini sakhe, futhi ngolimi lwakhe oluzwakalayo luzwakala. izikhathi ezingu-40 000; ijezi le-Argyle lidayiswe laphela.
Ngeza ukuzobona uKelly eqopha ifilimu.Wadansa wangena endlini yokuphumula-efudumala-futhi wangiyisa phezulu endaweni yokuhlala enokhaphethi esitezi sesibili lapho athwebula khona.Kunesihlahla sikaKhisimusi, umbhoshongo wekati, futhi phakathi nendawo yesikhulumi, i-iPad efakwe ku-tripod enamalambu endandatho.Phansi kwakulele inqwaba yamahembe, iziketi nezingubo zokugqoka.
Umama kaKelly, u-Nichole Lacy, waqoqa izingubo zakhe waya endlini yokugezela ukuze azishise.” Sawubona Alexa, dlala umculo kaKhisimusi,” kusho uKelly. Wangena endlini yokugezela nonina, kwathi ngemva kwesigamu sehora, egqoke ingubo entsha ngemva kwenye—i-cardigan yenhliziyo, isiketi esiphrintiwe inkanyezi—futhi wamodela buthule phambi kwekhamera ye-iPad, ekhahlela umlenze noma eqabula umlenze phezulu. lapho.Ngesinye isikhathi, i-sphinx yomndeni, uGwen, ihamba ohlakeni futhi bangana.Kamuva, kwavela elinye ikati, u-Agatha.
Eminyakeni edlule, iphrofayili kaShein yasesidlangalaleni ibe sesimweni sabantu abafana noKelly, abakha umfelandawonye wabagqugquzeli ukushuthela inkampani amamuvi. Ngokuka-Nick Baklanov, uchwepheshe wezokumaketha nokucwaninga kwa-HypeAuditor, uShein akajwayelekile embonini ngoba uthumela izingubo zamahhala kwinani elikhulu labagqugquzeli. Bona nabo babelane ngamakhodi esaphulelo kubalandeli babo futhi balandele amasu okuthengisa e-Instagram ku-Instagram futhi bathola amasu okuthengisa amaningi ku-Instagram. I-TikTok, ngokusho kwe-HypeAuditor.
Ngaphezu kwezingubo zamahhala, u-Romwe uphinde akhokhe imali ephansi yemisebenzi yakhe. Akazange adalule izimali zakhe, nakuba ethe wenze imali eningi ngamahora ambalwa omsebenzi wevidiyo kunabanye babangane bakhe abanemisebenzi evamile yangemva kwesikole ababengayenza ngesonto. Nas X, Addison Rae), indawo yayo emnandi ibukeka njengalabo abanabalandeli abamaphakathi.
Ngeminyaka yawo-1990, ngaphambi kokuthi uKelly azalwe, uZara waqhakambisa imodeli yokuboleka imibono yokuklama ezintweni ezidonse ukunaka kwendlela yezindiza. Ngokukhiqiza izingubo eziseduze nendlunkulu yayo yaseSpain kanye nokwenza lula uchungechunge lwayo lokuhlinzeka, inikeza lezi zitayela ezifakazelwe ngamanani aphansi ngokushaqisayo endabeni yamasonto. anginendaba noma iVogue icabanga ukuthi akulona isiqephu esihle,” kusho yena.Inkampani yase-UK i-Boohoo kanye ne-US-based Fashion Nova ziyingxenye yesitayela esifanayo.
Ngemva kokuba uKelly eqedile ukuthwebula, uLacey wangibuza ukuthi bengizicabanga kangakanani zonke izingcezu ezikuwebhusayithi ye-Romway - ezingu-21 zazo, kanye nembulunga yeqhwa ehlobisayo - izindleko. Zibukeka zingcono kunalokho engikuthenge ngesikhathi ngichofoza ngamabomu entweni eshibhe kakhulu, ngakho ngiqagela okungenani u-$500. ULacey, oneminyaka yami, wamamatheka.” Lowo ngu-$170 yena ngokwakhe.
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 zihambisa ingxenye enkulu yokukhiqiza kwazo lapho. Cishe ngo-2008, igama lika-CEO kaShein laqala ukuvela emibhalweni yebhizinisi laseShayina njengo-Xu Yangtian. Ufakwe ohlwini njengomnikazi wenkampani, i-Information, i-Dianji, ne-Dianjin esanda kubhaliswa. abanye, u-Wang Xiaohu no-Li Peng.Xu kanye no-Wang ngamunye uphethe amaphesenti angu-45 enkampani, kuyilapho uLi ephethe amaphesenti angu-10 asele, imibhalo ibonisa.
U-Wang no-Li babelane ngezinkumbulo zabo zangaleso sikhathi.U-Wang uthe yena no-Xu babejwayelene nozakwabo abasebenza nabo, kwathi ngo-2008, banquma ukwenza ibhizinisi le-e-commerce eliwela umngcele ndawonye.U-Wang wengamela izici ezithile zokuthuthukiswa kwebhizinisi kanye nezezimali, wathi, kuyilapho uXu engamele uhla lwezindaba eziningi zobuchwepheshe, okuhlanganisa nokumaketha kwe-SEO.
Ngawo lowo nyaka, u-Li wanikeza inkulumo mayelana nokumaketha nge-inthanethi esithangamini saseNanjing.Xu - insizwa enganakile enobuso obude - yazethula ukuthi ifuna izeluleko zebhizinisi.” Uyimfundamakhwela,” kusho u-Lee. Kodwa uXu wayebonakala eqinile futhi ekhuthele, ngakho uLi wavuma ukusiza.
U-Xu umeme u-Li ukuba amjoyine kanye no-Wang njengabeluleki besikhashana. Bobathathu baqasha ihhovisi elincane esakhiweni esithobekile, esisezingeni eliphansi esinedeski elikhulu namadeski ambalwa - abantu abangengaphezu kweshumi nambili ngaphakathi - futhi inkampani yabo yethulwa eNanjing ngo-Okthoba. Ekuqaleni, bazama ukuthengisa zonke izinhlobo zezinto, okuhlanganisa amathiyethi namaselula. izingubo zamakhasimende akwamanye amazwe, khona-ke izinkampani eziphethwe yiShayina zingakwenza ngempumelelo kakhulu.
Ngokusho kuka-Li, baqala ukuthumela abathengi emakethe yezimpahla ezithengiswayo e-Guangzhou ukuze bathenge amasampula ezingubo zomuntu ngamunye kubahlinzeki abahlukahlukene.Babe sebebhala le mikhiqizo ku-inthanethi, besebenzisa amagama ahlukahlukene wesizinda, futhi bashicilele okuthunyelwe okuyisisekelo kolimi lwesiNgisi ezisekelweni zokubhuloga njenge-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 ngaphambi kwesikhathi, kusho uLi.Baphinde basebenzisa iwebhusayithi ebizwa ngokuthi i-Lookbook.nu ukuze bathole abathonya abancane e-US naseYurophu futhi baqala ukubathumela izingubo zamahhala.
Ngalesi sikhathi, uXu wayesebenza amahora amaningi, evame ukuhlala ehhovisi isikhathi eside ngemva kokuba abanye sebebuyile ekhaya.” Ubenesifiso esikhulu sokuphumelela,” kusho u-Lee.” Sekushaye u-10 ebusuku futhi uzongibelesela, angithengele ukudla kwasebusuku ebusuku, abuze okwengeziwe. Ngemva kwalokho kungase kuphele ngo-1 noma 2 ekuseni.” U-Lee ngobhiya nokudla (idada elinosawoti elibilisiwe, isobho le-vermicelli ) unikeze uXu iseluleko ngoba uXu walalela ngokucophelela futhi wafunda ngokushesha.UXu akazange akhulume kakhulu ngokuphila kwakhe 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-margins aphansi kanye namavolumu aphezulu," u-Lee wangitshela. Ngaphezu kwalokho, wengeza, intengo ephansi yehlise okulindelekile ngekhwalithi. Le nkampani ikhule yaba nabasebenzi abangaba ngu-20, bonke abahola kahle. UFat Xu usekhuluphele futhi wandisa ikhabethe lakhe.
Ngolunye usuku, ngemva kokuba sebenebhizinisi isikhathi esingaphezu konyaka, u-Wang wabonakala ehhovisi futhi wathola ukuthi u-Xu wayelahlekile. Waqaphela ukuthi amanye amaphasiwedi enkampani ayeshintshiwe, futhi wakhathazeka.Njengoba uWang echaza, wafona futhi wathumela u-Xu umlayezo kodwa akaphendulwa, wabe eseya endlini yakhe nasesiteshini sesitimela eyobheka u-Xu.Xu esele.Ukwenza izinto zibe zimbi nakakhulu ukwamukela i-akhawunti ye-PayPal, wathatha i-akhawunti ye-PayPal, wathatha i-akhawunti ye-PayPal. owagcina ekhokhele inkampani esele futhi waxosha isisebenzi. Kamuva, bathola ukuthi uXu wayephambukile futhi waqhubeka kwezohwebo ngaphandle kwabo. (Umkhulumeli wabhala ukuthi uXu “wayengaphethe ama-akhawunti ezimali enkampani” nokuthi uXu noWang “bahlukene ngokuthula.”)
Ngo-March 2011, iwebhusayithi eyayizoba nguShein—SheInside.com—yabhaliswa. Le sayithi izibiza ngokuthi “inkampani ehamba phambili yezingubo zomshado emhlabeni,” nakuba ithengisa izinhlobonhlobo zezingubo zabesifazane. Ekupheleni kwalowo nyaka, yazichaza ngokuthi “umdayisi wamazwe omhlaba osezingeni eliphezulu”, iletha “imfashini yakamuva yasemgwaqweni esuka eLondon, eParis, eTokyo, eShanghai iye emigwaqweni ephakeme yaseNew York 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 futhi uzakwethu wayephethe amasheya angu-30%. U-Wang noma uLi abakaze baxhumane no-Xu futhi – ngokubona kuka-Li okuhle kakhulu.” Uma usebenzelana nomuntu owonakele ngokokuziphatha, awazi ukuthi uzokulimaza nini, akunjalo?” U-Lee wathi.” Uma ngingasheshe ngisuke kuye, okungenani angeke akwazi ukungilimaza kamuva.”
Ngo-2013, inkampani kaXu yakhulisa umzuliswano wayo wokuqala woxhaso lwemali yebhizinisi, okubikwa ukuthi yayiyizigidi ezi-5 zamaRandi avela e-Jafco Asia, ngokusho kwe-CB Insights. Enkulumweni yabezindaba ngaleso sikhathi, inkampani, ezibiza ngokuthi i-SheInside, yazichaza ngokuthi “yethulwe njengesizindalwazi ngo-2008″ - ngawo lowo nyaka iNanjing Dianwei yasungulwa kamuva, i-Information Technology yasungulwa. 2012 unyaka wokusungulwa.)
Ngo-2015, inkampani yathola enye imali engu-$ 47 million. Yashintsha igama layo laba nguShein futhi yathuthela indlunkulu yayo esuka eNanjing yaya e-Guangzhou ukuze ibe seduze nesisekelo somphakeli wayo.Yavula ngokuthula indlunkulu yayo yase-US endaweni yezimboni e-Los Angeles County.Yaphinde yathola i-Romwe - i-brand u-Lee, njengoba kwenzeka, waqala nentombi kaCor ngaphambi kweminyaka embalwa edlule, kodwa wathola ucwaningo. Ngo-2019, uShein waletha ama-dollar ayizigidi eziyizinkulungwane ezine ngokuthengisa.
Ngo-2020, lo bhubhane wacekela 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 inenzuzo yini.) kungase kufane 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, ezeNhlalakahle kanye nokuBusa u-Adam Winston.Bangichazele imodeli ehluke ngokuphelele endleleni abathengisi bendabuko abasebenza ngayo.Umkhiqizo wemfashini ojwayelekile ungase uklame 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 ze-100 kuya kwezingu-200, futhi izingubo zizothola ilebula lika-Shein.Kuthatha amasonto amabili kuphela kusukela kumqondo kuya ekukhiqizeni.
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 ye-inthanethi ka-Shein kuphela isho ukuthi, ngokungafani nezimbangi zayo ezinkulu zemfashini esheshayo, ingagwema izindleko zokusebenza nezisebenzi zezitolo zezitini nodaka, okuhlanganisa ukubhekana namashalofu agcwele izingubo ezingathengiswa ekupheleni kwesizini ngayinye. Ngosizo lwesofthiwe, incike kubahlinzeki ukuba baklame ukwenza umsebenzi ngokushesha nangempumelelo. Izitayela ezintsha ze-6,000 - inombolo ecasulayo ngisho nasemongweni wemfashini esheshayo. Ezinyangeni zokugcina ze-12, i-Gap ibhale mayelana nezinto ezihlukene ze-12,000 kuwebhusayithi yayo, i-H&M mayelana ne-25,000 kanye ne-Zara mayelana ne-35,000, uprofesa we-University of Delaware uLu wathola. abayidingayo, bangayithola 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 ama-brand amaningi, kuhlanganise ne-Boohoo, asebenzisa abahlinzeki e-China, ukusondelana kukaShein ngokwakhe kwendawo kanye namasiko kwenza kube nezimo nakakhulu. Chan from Andreessen Horowitz.
Umhlaziyi weCredit Suisse, uSimon Irwin, ubelokhu edida amanani aphansi kaShein.
Noma kunjalo, u-Irving uyangabaza ukuthi amanani kaShein ahlala ephansi nhlobo, noma ikakhulukazi ngokuthenga okuphumelelayo. Esikhundleni salokho, ukhomba indlela uShein asebenzise ngayo uhlelo lokuhweba lwamazwe ngamazwe ngobuhlakani. Ukuthumela iphakethe elincane elisuka eChina liya e-US ngokuvamile kubiza kancane kunokuthunyelwa kwamanye amazwe noma ngisho nangaphakathi kwe-US, ngaphansi kwesivumelwano samazwe ngamazwe. azisebenzi ezimpahleni ezinenani elingaphansi kwamaRandi angu-800. Amanye amazwe anemithetho efanayo evumela uShein ukuthi agweme imisebenzi yokungenisa ezweni, 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 kukaNcibijane wamaShayina, ngamema uzakwethu ukuba avakashele eGuangzhou Panyu District, lapho uShein enza khona ibhizinisi. UShein wasenqaba isicelo sami sokukhuluma nomphakeli, ngakho ozakwethu beza bazozibonela izimo zabo zokusebenza. Ibhilidi elimhlophe lesimanje elinegama likaShein phezu kwalo limi eduze kodonga edolobhaneni elinokuthula, phakathi kwezikole nezindlu. izigxobo ezizungeze ibhilidi zigcwele abantu izikhangiso zemisebenzi yezimboni zezingubo.
Endaweni eseduze—iqoqo eliminyene lamafekthri amancane angahlelekile, amanye abonakala njengesakhiwo sokuhlala esilungisiwe—izikhwama ezinegama likaShein zingabonakala zipakishwe emashalofini noma zikleliswe ematafuleni.Ezinye izikhungo zihlanzekile futhi zihlelekile.Phakathi kwabo, abesifazane bagqoka ama-sweatshirts namamaski okuhlinza futhi basebenze buthule phambi kwemishini yokuthunga.On one Wall Shein Supplier posted.(“Abasebenzi kumelwe okungenani babe neminyaka engu-16 ubudala.” “Khokha amaholo ngesikhathi.” “Akukho ukuhlukunyezwa noma ukuhlukunyezwa kwezisebenzi.”) Nokho, kwesinye isakhiwo, izikhwama ezigcwele izingubo zinqwabelene phansi futhi noma ubani ozamayo kuyodingeka ukuba I-Complicated footwork idlule futhi idlule.
Ngonyaka odlule, abacwaningi abavakashela i-Panyu egameni leqembu laseSwitzerland i-Public Eye bathola ukuthi ezinye izakhiwo zinemihubhe kanye nezindawo zokuphuma ezivinjwe izikhwama ezinkulu zezingubo, okusobala ukuthi kuyingozi yomlilo. U-Winston, umqondisi wezemvelo, ezenhlalakahle kanye nokubusa, wangitshela ukuthi ngemva kokuzwa ngombiko we-Public Eye, uShein "uziphenye ngokwakhe."
Le nkampani isanda kuthola u-ziro kwezingu-150 esikalini esinakekelwa yi-Remake, inhlangano engenzi nzuzo elwela ukusebenza okungcono nezinqubo zemvelo. Iphuzu libonisa ngokwengxenye irekhodi likaShein lezemvelo: Le nkampani ithengisa izingubo eziningi ezilahlwayo, kodwa idalula okuncane kakhulu ngokukhiqizwa kwayo kangangokuthi ayikwazi ngisho nokuqala ukukala indawo yayo yezemvelo.” Namanje asazi ukuthi miningi kangakanani imikhiqizo esiyazi ukuthi miningi kangakanani imikhiqizo engazi ukuthi ikhiqiza kanjani. 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 wokulungisa kabusha.)
Ngasekuqaleni kwalo nyaka, uShein ukhiphe umbiko wakhe wokusimama kanye nomthelela wezenhlalakahle, lapho azibophezele khona ukusebenzisa izindwangu ezisimeme futhi adalule ukukhishwa kwayo kwegesi ebamba ukushisa. Nokho, ukucwaninga kwenkampani abahlinzeki bayo kwathola izinkinga ezinkulu zokuphepha: Kubacwaningi abacishe babe ngu-700 abahlinzeki bempahla, amaphesenti angu-83 ayenayo "izingozi ezibalulekile" kodwa "ukwephulwa komsebenzi okuphuthumayo kwakuhilela amahora amaningi." okungathi sína: Abahlinzeki abangu-12% benze "ukwephulwa kokubekezelela lutho," okungase kuhlanganise ukusebenza kwezingane, ukusebenza ngempoqo, noma izinkinga ezinkulu zempilo kanye nezindaba zokuphepha. Ngabuza isikhulumi ukuthi kwakuyini lokhu kwephulwa kwemithetho, kodwa akazange achaze kabanzi.
Umbiko kaShein uthe inkampani izohlinzeka ngoqeqesho kubahlinzeki abanokwephulwa okukhulu. Uma umphakeli ehluleka ukuxazulula inkinga ngesikhathi okuvunyelwene ngaso - futhi ezimweni ezinzima ngokushesha - uShein angase ayeke ukusebenzisana nabo. U-Whinston wangitshela, "Kunomsebenzi omningi okufanele wenziwe-njenganoma yiliphi ibhizinisi elidinga ukuthuthukisa nokukhula ngokuhamba kwesikhathi."
Abameli bamalungelo abasebenzi bathi ukugxila kubahlinzeki kungase kube impendulo ekha phezulu ehluleka ukuxazulula ukuthi kungani izimo eziyingozi zikhona kwasekuqaleni. Baphikisa ngokuthi izinkampani ezisheshayo yizo ezibhekene nokuphoqa abakhiqizi ukuthi benze imikhiqizo ngokushesha ngamanani aphansi, isidingo esenza izimo ezimbi zabasebenzi kanye nokulimala kwemvelo konke kungenakugwenywa.
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.