Iindaba kunye neCofa

Kwikwindla yokugqibela, ubomi babumile ngexesha lo bhubhani, ndiye ndaxakwa ziividiyo zabaphembeleli bemi kumagumbi abo okulala bezama iimpahla zenkampani ebizwa ngokuba nguShein.
Kwi-TikToks ene-hashtag #sheinhaul, ibhinqa eliselula laliphakamisa iplastiki enkulu kwaye liyikrazule liyivule, likhuphe uthotho lweengxowa zeplastiki ezincinci, nganye inesinxibo esongwe kakuhle. ixesha, ngokukhawuleza-umlilo, interspers kunye screenshots ukusuka Shein app ebonisa amaxabiso: $8 ilokhwe, $12 swimsuit.
Phantsi kwalo mngxuma wemivundla yimixholo: #sheinkids, #sheincats, #sheincosplay.Ezi vidiyo zimema ababukeli ukuba bamangalise ungquzulwano lwe-surreal lwexabiso eliphantsi kunye nobuninzi.Izimvo ezihambelana neemvakalelo zixhasa ukusebenza ("BOD GOALS").At Inqaku elithile, umntu uya kubuza ngokuziphatha kweempahla ezixabiso eliphantsi, kodwa kuya kubakho amazwi akhuselayo uShein kunye nefuthe elilinganayo ("Mhle kakhulu." "Yimali yakhe, myeke." ), umgqali wokuqala uya kuthi cwaka.
Yintoni eyenza oku kungaphaya kwemfihlakalo ye-intanethi engaqhelekanga kukuba uShein uthe cwaka waba lishishini elikhulu. kwiminyaka emithathu eyadlulayo, akukho mntu wayekhe weva ngazo.” Ekuqaleni kwalo nyaka, inkampani yotyalo-mali i-Piper Sandler ihlolisise i-7,000 intsha yaseMelika kwiindawo zabo ezizithandayo ze-e-commerce kwaye yafumanisa ukuba ngelixa i-Amazon yayiphumelele ngokucacileyo, uShein weza okwesibini. .
U-Shein ubike ukuba uqokelele phakathi kwe-1 yeebhiliyoni zeebhiliyoni kunye ne-2 yeebhiliyoni kwinkxaso-mali yangasese ngo-Ephreli. Inkampani ixabiswa kwi-100 yeebhiliyoni zeedola - ngaphezu kwe-fashion giants i-H & M kunye ne-Zara edibeneyo, kwaye ngaphezu kwayo nayiphi na inkampani yabucala kwihlabathi ngaphandle kwe-SpaceX kunye nomnikazi we-TikTok u-ByteDance.
Ukuqwalasela ukuba imboni yefashini ekhawulezayo yenye yezona zinto ziyingozi kakhulu kwihlabathi, ndamangaliswa kukuba uShein wakwazi ukutsala olu hlobo lwenkunzi.Ukuxhomekeka kwayo kwiingubo zokwenziwa kutshabalalisa indalo, kwaye ngokukhuthaza abantu ukuba baqhubeke behlaziya iingubo zabo, kudala. inkunkuma enkulu; isixa seempahla ezilukiweyo kwiindawo zokulahla inkunkuma e-US siphantse saphindaphindeka kabini kule minyaka ingamashumi amabini idlulileyo.Ngeli xesha, abasebenzi abathunga iimpahla bahlawulwa kancinci kakhulu ngomsebenzi wabo kwiimeko ezidinayo kwaye ngamanye amaxesha ziyingozi.Kwiminyaka yakutshanje, uninzi lwezindlu ezinkulu zefashoni ziye zaziva uxinzelelo ukwenza amanyathelo amancinci ekuhlaziyweni.Ngoku, nangona kunjalo, isizukulwana esitsha seenkampani "ezikhawulezayo" ziye zavela, kwaye abaninzi baye benza okuncinci ukuba bathathe izenzo ezingcono.Kulawa, uShein mkhulu kakhulu.
Ngobunye ubusuku ngoNovemba, xa umyeni wam wayelalisa umntwana wethu oneminyaka emi-6 ubudala, ndahlala esofeni kwigumbi lokuhlala ndavula i-Shein app. Ukudanyaza ukuze kugxininise.Ndicofe uphawu lwelokhwe, ndalungisa zonke izinto ngexabiso, ndaza ndakhetha eyona nto inexabiso eliphantsi kuba ndifuna ukwazi ngomgangatho. Le yilokhwe ebomvu enemikhono emide ($2.50) eyenziwe ngomnatha onqabileyo. icandelo le-sweatshirt, ndongeze i-sweat colorblock jumper (i-$ 4.50) kwinqwelo yam.
Ewe kunjalo, ngalo lonke ixesha ndikhetha into, i-app indibonisa izitayile ezifanayo: I-Mesh body-con izala i-mesh body-con; Impahla yokuthuthuzela i-colorblock izalwa kwiimpahla eziduduzayo ze-colorblock.I-roll and roll.Kuthe xa igumbi limnyama, andizange ndikwazi ukuvuka ndilayite izibane.Kukho ihlazo elingacacanga kule meko.Umyeni wam waphuma kwigumbi lokuhlala. emva kokuba unyana wethu elele waza wandibuza ukuba ndenza ntoni ngelizwi elixhalabileyo.” Hayi! Ndakhala.Wavula isibane.Ndathatha i-cotton puff-sleeve tee (i-$ 12.99) kwingqokelela ye-premium yesayithi.Emva kwesaphulelo se-Black Friday, ixabiso elipheleleyo lezinto ze-14 yi-$ 80.16.
Ndiye ndahendelwa ukuba ndiqhubeke nokuthenga, ngokuyinxenye ngenxa yokuba i-app iyayikhuthaza, kodwa ubukhulu becala kuba zininzi izinto onokukhetha kuzo, kwaye zonke zinexabiso eliphantsi.Xa ndandikwisikolo samabanga aphakamileyo, isizukulwana sokuqala seenkampani ezikhawulezayo zaqeqesha abathengi. ukulindela umphezulu owamkelekileyo kunye nobuhle obungaphantsi komrhumo wokuhambisa ebusuku. Ngoku, ngaphezu kweminyaka engama-20 kamva, uShein unciphisa ixabiso le-sandwiches.
Nalu ulwazi olwaziwayo malunga noShein: Yinkampani eyazalelwa eChina enabasebenzi abamalunga ne-10,000 kunye neeofisi eChina, eSingapore, naseUnited States. Uninzi lwababoneleli bayo bakwiGuangzhou, isixeko esinezibuko kuMlambo iPearl malunga neekhilomitha ezingama-80 kumntla-ntshona we. Ehong Kong.
Ngaphaya koko, inkampani yabelana ngolwazi oluncinci ngokumangalisayo noluntu.Njengoko ibanjwe ngasese, ayivezi ulwazi lwezemali.I-CEO kunye nomsunguli wayo, uChris Xu, akavumanga udliwano-ndlebe ngeli nqaku.
Xa ndiqala ukuphanda uShein, kwakubonakala ngathi uphawu lukhona kwindawo esemdeni ehlala ulutsha kunye namashumi amabini kwaye akukho mntu wumbi.Kwifowuni yokufumana umvuzo kunyaka ophelileyo, umhlalutyi wezezimali wabuza abaphathi kwi-fashion brand Revolve malunga nokhuphiswano oluvela kuShein.Co-CEO UMike Karanikolas uphendule wathi, “Uthetha ngenkampani yaseTshayina, akunjalo? Andazi ukuba ndilibiza njani—shein.” (Wangena.) Wasichitha isoyikiso .Umlawuli worhwebo womanyano wandixelela ukuba akazange amve nge-brand, kwaye emva koko, ngobo busuku, wathumela i-imeyile: "I-Postscript - intombi yam eneminyaka eyi-13 ubudala ayikwazi nje inkampani (uShein), kodwa isanxibe intambo yabo namhlanje ebusuku. " Kuye kwafika kum ukuba ndifuna ukwazi ngoShein, ndiqale ngaye nabani na obonakala eyazi kakuhle: abaphembeleli bakhe abakwishumi elivisayo.
Ngenye injikalanga kaDisemba odlulileyo, intombazana eneminyaka eli-16 ubudala egama linguMakeenna Kelly yandibulisa emnyango wekhaya layo kwihlomela-dolophu elizolileyo laseFort Collins, eColorado. Izinto ze-ASMR: ukucofa iibhokisi, ukulandelela isicatshulwa kwikhephu ngaphandle kwendlu yakhe.Ku-Instagram, unabalandeli be-340,000; kuYouTube, unezigidi ezisisi-1.6. Kwiminyaka embalwa edlulileyo, waqala ukwenza ifilimu kwi-brand ephethwe nguShein ebizwa ngokuba yiRomwe.Uthumela ezintsha kanye ngenyanga. phambi komthi onamagqabi egolide, enxibe ijezi yetshekhi yedayimane eyi-$9. Ikhamera ijongiswe esiswini sakhe, yaye ngokutsho kwelizwi, ulwimi lwakhe lukhupha isandi esinencindi.Ijongwe izihlandlo ezingaphezu kwama-40,000; ijezi yeArgyle ithengiswa yonke.
Ndeza kubona uKelly efota. Wadanisa kwigumbi lokuhlala-efudumala-waza wandinyusa waya kwigumbi eliphezulu elinekhaphethi elikumgangatho wesibini apho wayefota khona. Kukho umthi weKrisimesi, inqaba yekati, kwaye embindini weqonga I-iPad ifakwe kwi-tripod enezibane zemisesane.Phakathi beka imfumba yeehempe, iziketi kunye neelokhwe zaseRomwe.
Umama kaKelly, uNichole Lacy, waqokelela iimpahla zakhe waya kwigumbi lokuhlambela ukuze aziphunga.” Molo Alexa, dlala umculo weKrisimesi,” watsho uKelly. Wangena kwigumbi lokuhlambela kunye nomama wakhe, emva koko, kwisiqingatha seyure esilandelayo, wanxiba. kwelinye ilokhwe entsha emva komnye-intliziyo ye-cardigan, i-star-print skirt-kwaye imodeli ithule phambi kwekhamera ye-iPad, yenza Ukwanga ubuso, ukukhaba umlenze, ukubetha umphetho apha okanye ubophe iqhina apho. uGwen, uchwechwela kwifreyimu baze bawole. Kamva, kwavela enye ikati, uAgatha.
Kwiminyaka edlulileyo, iphrofayili kaShein kawonkewonke iye yaba ngabantu abafana noKelly, owakha i-coalition of influencers ukudubula amafilimu e-blockbuster kwinkampani.Ngokutsho kukaNick Baklanov, ingcali yokuthengisa kunye nophando kwi-HypeAuditor, uShein akaqhelekanga kwishishini. kuba ithumela iimpahla ezikhululekileyo kwinani elikhulu labaphembeleli.Baye babelana ngeekhowudi zesaphulelo kunye nabalandeli babo kwaye bafumane iikhomishini kwiintengiso.Eli qhinga lenze ukuba libe lolona phawu lulandelayo kwi-Instagram, YouTube kunye neTikTok, ngokutsho kweHypeAuditor.
Ukongeza kwiimpahla zasimahla, uRomwe ukwahlawula umrhumo wezithuba zakhe. Akazange achaze iifizi zakhe, nangona wathi wenze imali eninzi kwiiyure ezimbalwa zomsebenzi wevidiyo kunokuba abanye babahlobo bakhe abasebenza rhoqo emva kwesikolo. ngeveki.Utshintshiselwano, uphawu lufumana ukuthengiswa kwexabiso eliphantsi apho abaphulaphuli abajoliswe kubo (abaselula kunye nabangamashumi amabini) bathanda ukuxhoma.Ngelixa uShein esebenza nabantu abadumileyo kunye nabaphembeleli (Katy Perry, Lil Nas X, Addison Rae), indawo eswiti ibonakala ngathi zezo zinabalandeli abaphakathi.
Ngeminyaka yoo-1990, ngaphambi kokuba uKelly azalwe, uZara wazisa imodeli yokuboleka imibono yoyilo kwizinto eziye zatsala umdla womgaqo weenqwelo-moya. Ngokuvelisa isinxibo kufutshane nekomkhulu laseSpain kunye nokulungelelanisa ikhonkco lokubonelela, ibonelela ngezi ndlela ziqinisekisiweyo zisezantsi ngendlela eyothusayo. amaxabiso kwimiba yeeveki.Umtyali-mali u-Andreessen Horowitz uConnie Chan utyale imali kwimbangi kaShein uCider.Beka."Abakhathali nokuba uVogue ucinga ukuba ayisiyonto intle," utshilo. IiNova ziyinxalenye yendlela efanayo.
Emva kokuba uKelly egqibile ukudubula, uLacey wandibuza ukuba ndicinga kangakanani na zonke iziqwenga kwiwebhusayithi yeRomway - i-21 yazo, kunye neglowubhu yokuhombisa ikhephu - ixabiso. 'ndiqikelela ubuncinane i-$500. ULacey, intanga yam, wancuma.”Yi-170 leedola leyo,” watsho, amehlo akhe evuleke ngokungathi akayikholelwa loo nto naye.
Yonke imihla, uShein uhlaziya iwebhusayithi yakhe ngomyinge weendlela ezintsha ze-6,000 - inani elibi nakwimeko yefashoni ekhawulezayo.
Phakathi kwiminyaka yee-2000, imfashini ekhawulezayo yayiyeyona nto iphambili kwi-retail.China iye yajoyina i-World Trade Organisation kwaye yakhawuleza yaba yindawo enkulu yokuvelisa iimpahla, kunye neenkampani zaseNtshona zihamba phambili kwimveliso yazo apho.Around 2008, igama likaShein's CEO labonakala kuqala. kumaxwebhu oshishino aseTshayina njengoXu Yangtian.Udweliswe njengomnini wenkampani esanda kubhaliswa, iNanjing Dianwei Information Technology Co., Ltd., kunye nabanye ababini, uWang Xiaohu kunye noLi Peng.Xu kunye noWang ngamnye uneepesenti ezingama-45 yenkampani, ngelixa uLi ephethe i-10 ekhulwini eseleyo, amaxwebhu abonisa.
UWang noLi babelane ngeenkumbulo zabo zelo xesha.UWang wathi yena noXu babeqhelene nabalingane bomsebenzi, kwaye ngo-2008, bagqiba kwelokuba benze ukuthengisa kunye noshishino lwe-e-commerce kunye.UWang wongamela imiba ethile yophuhliso lweshishini kunye nemali. , uthe, ngelixa u-Xu elawula uluhlu lwemicimbi yobugcisa, kuquka ukuthengisa kwe-SEO.
Kwangaloo nyaka mnye, uLi wenze intetho kwintengiso ye-intanethi kwiforam yaseNanjing. Xu - ityendyana lomfana onobuso obude - lazazisa ukuba lifuna ingcebiso kwezoshishino. kwaye ekhuthele, ke uLi wavuma ukunceda.
UXu wamema uLi ukuba amthelele kunye noWang njengabacebisi bexeshana. Bobathathu baqesha iofisi encinci kwisakhiwo esithobekileyo, esisezantsi esinedesika enkulu kunye needesika ezimbalwa - akukho ngaphezu kweshumi elinesibini labantu ngaphakathi - kunye nenkampani yabo. yaqaliswa eNanjing ngo-Oktobha.Ekuqaleni, bazama ukuthengisa zonke iintlobo zezinto, kubandakanywa neeti kunye neeselfowuni.Inkampani kamva yongeza isambatho, uWang noLi bathi.Ukuba iinkampani zangaphandle zinokuqesha abanikezeli baseTshayina ukuba benze iimpahla zabathengi bangaphandle, ngoko ke ngokuqinisekileyo iinkampani eziqhutywa ngamaTshayina zingayenza ngempumelelo ngakumbi. (Isithethi sikaShein saphikisana nelo bango, sathi uNanjing Dianwei Information Technology "ayibandakanyekanga ekuthengisweni kweemveliso zempahla.")
Ngokutsho kukaLi, baqala ukuthumela abathengi kwimarike yempahla ethengiswayo e-Guangzhou ukuba bathenge iisampulu zempahla zomntu ngamnye kubaxhasi abahlukeneyo. Emva koko badwelise ezi mveliso kwi-intanethi, besebenzisa amagama ahlukeneyo esizinda, kwaye bapapashe izithuba ezisisiseko zolwimi lwesiNgesi kwiiplatifomu zokubloga njenge. I-WordPress kunye neTumblr ukuphucula i-SEO; kuphela xa into ithengiswa banika ingxelo kwinto abayinikiweyo Abathengisi bathengisa iiodolo ezincinci zebhetshi.
Njengoko intengiso inyuka, baqala ukuphanda iindlela ze-intanethi ukuqikelela ukuba zeziphi izitayile ezitsha ezinokubanjwa kwaye zibeke iiodolo ngaphambi kwexesha, utshilo uLi. Basebenzise iwebhusayithi ebizwa ngokuba yiLookbook.nu ukufumana abaphembeleli abancinci e-US naseYurophu kwaye baqala ukuyithumela simahla. impahla.
Ngeli xesha, uXu wayesebenza iiyure ezinde, ehlala e-ofisini ixesha elide emva kokuba abanye bebuyile ekhaya.” Wayenomnqweno omkhulu wokuphumelela,” utshilo uLee.” Yintsimbi yeshumi ebusuku kwaye uza kundingcungcuthekisa, andithengele ukutya kwasesitratweni ebusuku. , buza ngakumbi. Emva koko inokuphela ngo-1 okanye 2am.” U-Lee kwibhiya kunye nokutya (idada elinetyuwa elibilisiweyo, isuphu ye-vermicelli ) wanika uXu iingcebiso kuba uXu waphulaphula ngenyameko kwaye wafunda ngokukhawuleza. .
Kwiintsuku zangaphambili, uLi ukhumbula ukuba, umlinganiselo woodolo ababewufumana wawumncinane, umalunga nee-R14, kodwa babethengisa izinto ezili-100 ukusa kwezingama-200 ngosuku; ngemini elungileyo, zinokuba ngaphezulu kwe-1,000. Iimpahla zitshiphu, yiloo ngongoma.”Silandela imida ephantsi kunye nemithamo ephezulu,” undixelele u-Lee. Ngaphaya koko, wongeze ngelithi, ixabiso eliphantsi lithobe ulindelo kumgangatho. inkampani ikhule yaba malunga nabasebenzi abangama-20, bonke bebehlawulwa kakuhle.
Ngenye imini, emva kokuba beshishini ixesha elingaphezu konyaka, uWang wabonakala eofisini waza wafumanisa ukuba uXu ulahlekile. Waphawula ukuba ezinye iiphasiwedi zenkampani zitshintshiwe, kwaye waba nexhala. Njengoko uWang echaza, wabiza. kwaye wathumela umyalezo kuXu kodwa akazange aphendule, emva koko waya endlwini yakhe kunye nesikhululo sikaloliwe ukuya kukhangela uXu.Xu wahamba.Ukwenza izinto zibe mbi ngakumbi, wathatha ulawulo lwe-akhawunti ye-PayPal inkampani esetyenziselwa ukufumana iintlawulo zamazwe ngamazwe.Wang wazisa uLi, owathi. Ekugqibeleni wahlawula enye inkampani waza wamgxotha umqeshwa. Kamva, bafumanisa ukuba u-Xu wayenecala kwaye waqhubeka norhwebo lwe-e-commerce ngaphandle kwabo. UWang "bohlulwe ngoxolo.")
Ngo-Matshi 2011, i-website eya kuba nguShein-SheInside.com-yabhaliswa.Isayithi lizibiza ngokuthi "inkampani ehamba phambili yomtshato yehlabathi," nangona ithengisa uluhlu lwempahla yabasetyhini. Ekupheleni kwaloo nyaka, yachaza. ngokwayo "njengomthengisi wamazwe ngamazwe", ezisa "ifashoni yamva nje yesitrato evela eLondon, eParis, eTokyo, eShanghai naseNew York izitrato eziphakamileyo ngokukhawuleza kwiivenkile".
NgoSeptemba 2012, uXu wabhalisa inkampani enegama elahluke kancinci kwinkampani awayisungula kunye noWang kunye noLi - Nanjing E-Commerce Information Technology. Wayephethe i-70% yezabelo zenkampani kwaye ihlakani lakhe libambe i-30% yezabelo. Akakho uWang okanye uLi owakhe wanxibelelana noXu kwakhona - okona kulungileyo kwimbono kaLi."Xa usebenza nomntu oziphatha kakubi, awazi ukuba uya kukwenzakalisa nini, akunjalo?” U-Lee uthe, "Ukuba ndinokusuka kuye kwakamsinya, akanakundenzakalisa kamva."
Ngo-2013, inkampani kaXu yanyusa umjikelo wayo wokuqala wenkxaso-mali yemali, ekuxelwe ukuba yayizizigidi ezi-5 zeedola ezivela kwi-Jafco Asia, ngokutsho kwe-CB Insights. ngo-2008″ — kwangaloo nyaka iNanjing Dianwei Information Technology Co., Ltd. yasekwa. (Iminyaka emininzi kamva, iya kuqalisa ukusebenzisa unyaka wokusekwa wama-2012.)
Kwi-2015, inkampani yafumana enye i-$ 47 yezigidi kwi-investment.Yatshintsha igama layo ku-Shein kwaye yahambisa ikomkhulu layo ukusuka e-Nanjing ukuya e-Guangzhou ukuba ibe kufuphi nesiseko sayo somthengisi.Yavula ngokuthula ikomkhulu layo lase-US kwindawo yoshishino e-Los Angeles County.It. kwakhona wafumana iRomwe - uphawu u-Lee, njengoko kwenzeka, waqala kunye nentombi kwiminyaka embalwa edlulileyo, kodwa washiya ngaphambi kokuba afunyenwe.Uphando lweCoresight luqikelela ukuba kwi-2019, uShein wazisa i-4 yeebhiliyoni zeentengiso.
Ngo-2020, ubhubhane watshabalalisa ishishini lempahla. Sekunjalo, ukuthengiswa kukaShein kuyaqhubeka nokukhula kwaye kulindeleke ukuba kubethe i-10 yeebhiliyoni zeedola ngo-2020 kunye ne-15.7 yeebhiliyoni zeedola ngo-2021. (Akucaci ukuba inkampani inenzuzo.) uphawu olulungele ixesha lendyikityha, apho bonke ubomi boluntu buncitshiswe kwindawo yoxande lwekhompyuter okanye isikrini sefowuni, sinokubonakala kufana noShein.
Ndiye ndigubungele uShein kangangeenyanga xa inkampani ivumile ukuba ndivumele udliwano-ndlebe nabaphathi bayo abaninzi, kuquka noMongameli wase-US uGeorge Chiao; IGosa eliyiNtloko leNtengiso uMolly Miao; kunye nezokusiNgqongileyo, uMlawuli weNtlalo noLawulo u-Adam Winston.Bandichazele imodeli eyahluke ngokupheleleyo kwindlela abathengisi bemveli abasebenza ngayo.Uhlobo lwefashoni oluqhelekileyo lunokuyila amakhulu ezitayile endlwini nyanga nganye kwaye lucele abenzi balo ukuba benze amawaka endlela nganye. iziqwenga ziyafumaneka kwi-intanethi nakwiivenkile ezibonakalayo.
Ngokwahlukileyo, uShein usebenza kakhulu kunye nabaqulunqi bangaphandle.Uninzi lwababoneleli bayo abazimeleyo baqulunqa kwaye benze iimpahla zokugqoka.Ukuba uShein uthanda idizayini ethile, uya kubeka umyalelo omncinci, iinqununu ze-100 ukuya kwii-200, kwaye iingubo ziya kufumana ilebula ye-Shein. iiveki ezimbini kuphela ukusuka kwingcamango ukuya kwimveliso.
Izambatho ezigqityiweyo zithunyelwa kwiziko elikhulu lokusabalalisa likaShein, apho zihlelwe kwiipakethi zabathengi, kwaye ezo phakheji zithunyelwa ngokuthe ngqo kwiminyango yabantu e-US nakwamanye amazwe angaphezu kwe-150-kunokuba ithumele iimpahla ezinkulu kuyo yonke indawo kwindawo yokuqala. . Ihlabathi kwisikhongozeli, njengoko abathengisi ngokwesiko benze.Izigqibo ezininzi zenkampani zenziwa ngoncedo lwesoftware yayo yesiko, enokuchonga ngokukhawuleza ukuba zeziphi iziqwenga ezidumileyo kwaye zilungelelanise ngokuzenzekelayo; iyeka ukuveliswa kweendlela ezithengisa ngokudanisa.
Imodeli ye-intanethi ye-intanethi ye-Shein ithetha ukuba, ngokungafaniyo nabadlali bayo abakhulu abakhawulezayo, inokuphepha iindleko zokusebenza kunye neendleko zabasebenzi kwiivenkile zezitena kunye nodaka, kuquka ukujongana namashalofu agcwele izambatho ezingathengiswanga ekupheleni kwexesha ngalinye. isofthiwe, ixhomekeke kubaxhasi ukuyila ukwenza umsebenzi ngokukhawuleza kwaye usebenze ngakumbi.Isiphumo singumlambo ongapheliyo weempahla.Nsuku zonke, u-Shein uhlaziya iwebhusayithi yakhe kunye ne-avareji ye-6,000 yeendlela ezintsha - inani elibi nakwimeko yefashoni ekhawulezayo. .Kwiinyanga ezidlulileyo ze-12, i-Gap idweliswe malunga ne-12,000 izinto ezahlukeneyo kwiwebhusayithi yayo, i-H & M malunga ne-25,000 kunye ne-Zara malunga ne-35,000, uprofesa weYunivesithi yaseDelaware uLu wafumana. Ngelo xesha, uShein wayenezigidi ze-1.3. "Sinento kumntu wonke kakhulu ngexabiso elifikelelekayo,” uJoe wandixelela.” Nantoni na abathengi abayifunayo, banokuyifumana kuShein.
U-Shein akayena kuphela inkampani ebeka ii-odolo ezincinci zokuqala kunye nabanikezeli kwaye emva koko i-oda kwakhona xa iimveliso zisebenza kakuhle.U-Boohoo wanceda uvulindlela lo mzekelo.Kodwa u-Shein unomda kubadlali baseNtshona. Ukusondela kukaShein ngokwendawo kunye nenkcubeko kuyenza ibe bhetyebhetye. ”Kunzima kakhulu ukwakha inkampani enjalo, phantse akunakwenzeka ukuba iqela elingekho eTshayina liyenze,” utshilo uChan waseAndreessen Horowitz.
Umhlalutyi weCredit Suisse uSimon Irwin uye waxakwa ngamaxabiso aphantsi kaShein. “Ndiveze ezinye zezona nkampani zisebenza ngokufanelekileyo kwihlabathi ezithenga ngesikali, zineminyaka engama-20 yamava, kwaye zineenkqubo ezisebenza kakuhle kakhulu,” utshilo u-Owen kum. Uninzi lwabo luvumile ukuba abanakuzisa imveliso kwintengiso ngexabiso elifanayo noShein.
Sekunjalo, u-Irving uyathandabuza ukuba amaxabiso kaShein ahlala ephantsi kuwo onke, okanye nangona kunjalo ngokuthenga ngokufanelekileyo. Kunoko, ubonisa indlela uShein asebenzise ngayo inkqubo yorhwebo yamazwe ngamazwe ngobuchule. kwamanye amazwe okanye nangaphakathi kwe-US, phantsi kwesivumelwano samazwe ngamazwe.Ukongezelela, ukususela ngo-2018, i-China ayizange ibeke irhafu kwiimpahla ezithunyelwa ngaphandle ezivela kwiinkampani zaseTshayina ezithe ngqo kubathengi, kwaye imisebenzi yokungenisa yase-US ayisebenzi kwiimpahla ezixabisa ngaphantsi kweedola ezingama-800. Amanye amazwe anemimiselo efanayo evumela u-Shein ukuba aphephe imisebenzi yokungenisa impahla, u-Owen uthe. )
U-Irving uphinde wenza enye ingongoma: Uthe abathengisi abaninzi e-US naseYurophu banda inkcitho ukuze bahambisane nemimiselo kunye nemilinganiselo kwimigaqo-nkqubo yabasebenzi kunye nendalo.
Kwiveki epholileyo ngoFebruwari, emva nje koNyaka oMtsha waseTshayina, ndamema ugxa wam ukuba atyelele iSithili sasePanyu saseGuangzhou, apho uShein enza khona ishishini. UShein akazange avume isicelo sam sokuthetha nomthengisi, ngoko oogxa bam beza kuzibonela iimeko zabo zokusebenza. Isakhiwo esimhlophe sanamhlanje esinegama likaShein simi eludongeni kwidolophana yokuhlala ezolileyo, phakathi kwezikolo kunye nezindlu zokuhlala. Ngexesha lesidlo sasemini, indawo yokutyela igcwele abasebenzi abanxibe iibheji zikaShein. iintengiso zemizi-mveliso yempahla.
Kummandla okufutshane—ingqokelela eshinyeneyo yeefektri ezincinci ezingamiselekanga, ezinye kwindawo ebonakala ngathi sisakhiwo sokuhlala esihlaziyiweyo—iingxowa ezinegama likaShein zibonwa zipakishwe kwiishelufa okanye zidweliswe etafileni. Ezinye izibonelelo zicocekile kwaye zicocekile. abafazi banxiba iisweatshirts kunye neemaski zotyando kwaye basebenze ngokuzolileyo phambi koomatshini bokuthunga.Kolunye udonga, uShein's Supplier Code of Conduct uxhonywe ngokucacileyo.(“Abasebenzi kufuneka babe neminyaka eyi-16 ubuncinane.” okanye ukuxhatshazwa kwabasebenzi.”) Noko ke, kwesinye isakhiwo, iingxowa ezizele ziimpahla zifunjwa emgangathweni yaye nabani na ozamayo kuya kufuneka ukuba umsebenzi onzima weenyawo udlule aze adlule.
Kunyaka ophelileyo, abaphandi abatyelele iPanyu egameni leqela le-Swiss watchdog Public Eye bafumanisa ukuba ezinye izakhiwo zineepaseji kunye neendawo zokuphuma zivaliwe ngeengxowa ezinkulu zempahla, into ebonakala ngathi iyingozi yomlilo. kwaye ushiye malunga ne-10 okanye i-10: 30 pm, kunye nekhefu lemizuzu engama-90 yesidlo sasemini kunye nesidlo sakusihlwa. kunye nolawulo, wandixelela ukuba emva kokufunda ingxelo yeLiso loLuntu, uShein "waziphandela ngokwakhe."
Inkampani isandula ukufumana i-zero kwi-150 kwisikali esigcinwe yi-Remake, i-nonprofit exhasa ukusebenza okungcono kunye nezenzo zokusingqongileyo.Inqaku libonisa ngokuyinxenye irekhodi likaShein lokusingqongileyo: Inkampani ithengisa iimpahla ezininzi ezilahlwayo, kodwa ityhila kancinci malunga nayo. imveliso engakwaziyo nokuqalisa ukulinganisa isiseko sayo sokusingqongileyo.” Asikawazi ncam ikhonkco labo lokubonelela. Asazi ukuba zingaphi iimveliso abazenzayo, asazi ukuba zingaphi izixhobo abazisebenzisayo xa zizonke, kwaye asiwazi umkhondo wabo wekhabhoni,” u-Elizabeth L. Cline, umlawuli wenkxaso kunye nomgaqo-nkqubo eRemake ndixelele. (uShein akazange aphendule imibuzo malunga nengxelo yokubuyisela kwakhona.)
Ekuqaleni kwalo nyaka, u-Shein wakhupha ingxelo yakhe yokuzinza kunye nefuthe lentlalontle, apho wathembisa ukusebenzisa i-textile ezinzileyo kunye nokutyhila ukukhutshwa kwegesi ye-greenhouse.Nangona kunjalo, uphicotho lwenkampani lwababoneleli bayo lufumene imiba emikhulu yokhuseleko: Phantse ababoneleli be-700 abaphicothiweyo, Iipesenti ezingama-83 “zibenemingcipheko enkulu.” Uninzi lolwaphulo-mthetho lubandakanya “umlilo nokulungela unxunguphalo” kunye “neeyure zokusebenza,” kodwa ezinye zazinzulu ngakumbi: I-12% yababoneleli benza “ukwaphulwa kokunyamezelana,” okunokubandakanya ukusebenza kwabantwana, ukusebenza ngenkani, okanye iingxaki ezinzulu zempilo kunye nemiba yokhuseleko. Ndabuza isithethi ukuba zeziphi ezi zenzo zokwaphulwa komthetho, kodwa akazange acacise.
Ingxelo kaShein yathi inkampani iya kunika uqeqesho kubaxhasi ngokuphulwa okunzulu. Ukuba umthengisi uyasilela ukusombulula umcimbi ngexesha elivunyelweneyo - kwaye kwiimeko ezinzima ngokukhawuleza - uShein unokuyeka ukusebenzisana nabo. UWhinston wandixelela, "Kukho umsebenzi ongaphezulu makwenziwe—kanye njengalo naliphi na ishishini kufuneka liphuculwe kwaye likhule ngokuhamba kwexesha.”
Abameli bamalungelo abasebenzi bathi ukugxila kubathengisi kusenokuba yimpendulo entsonkothileyo engakwaziyo ukujongana nokuba kutheni iimeko eziyingozi zikho kwasekuqaleni. iimeko ezimbi zabasebenzi kunye nomonakalo wokusingqongileyo konke kodwa akunakuphepheka.Oku akukuphela kuShein, kodwa impumelelo kaShein yenza ukuba ibe yinto enyanzelekileyo.
U-Klein undixelele ukuba xa inkampani efana noShein ichukumisa indlela esebenza ngayo, iingcinga zakhe zitsibela kubantu, ngokuqhelekileyo abafazi, abadiniweyo ngokwasemzimbeni nangokwengqondo ukuze inkampani ikhulise ingeniso kwaye yandise ingeniso. Nciphisa iindleko. "Kufuneka baguquguquke kwaye basebenze ubusuku bonke ukuze abanye bethu bacofe iqhosha kwaye banikwe ilokhwe emnyango wethu nge-$ 10," watsho.