Kupambana kwa Etsy Kumabweretsa Mavuto Odalirika ndi Kukula

Kutengera ndi yemwe mumamufunsa, Alicia Shaffer, mwiniwake wa sitolo ya Etsy ya Three Bird Nest, ndi nkhani yopambana yothawa - kapena chizindikiro cha chilichonse chomwe chalakwika ndi msika womwe ukukula mwachangu wa zinthu zopangidwa ndi manja. Mothandizidwa ndi mmwamba kwa osoka 25 akumaloko ndi kujambula kochititsa chidwi, Ms. Shaffer amatenga ndalama zoposera $70,000 pamwezi pogulitsa ma twine akumutu ndi zotenthetsera miyendo kudzera pa Etsy. Koma pamene bizinesi yake ikukula, akudzudzulidwa mwankhanza pa intaneti ndikuimbidwa mlandu wotulutsa katundu wambiri, potenga katundu ku China. Otsutsa amaona kuti ndi vuto la Etsy's hipster cred. Mkangano wokhudza momwe katundu amapangidwira ndi kugulitsidwa pa malo omwe amadzitamandira kuti akumva bwino, kutsimikizika kopangidwa ndi manja kumasonyeza ululu womwe ukukulirakulira wa kusintha kwa Etsy pamene akupita ku gawo loyamba lopereka phindu kwa anthu. .Ponena za Ms. Shaffer, akukana zonena zomwe zasokoneza bizinesi yake posachedwapa koma akuti akumvetsetsa chifukwa chake mafunso amawuka okhudza kuchuluka kwazinthu zomwe amapanga. Akuti sitolo yake imatsatira mosamalitsa malangizo a Etsy, kuphatikiza kuti zinthu zonse zomwe zalembedwa ndi zopangidwa ndi manja kapena "zakale" zachikale, ndi zina zatsopano zomwe zimalola kupanga zovomerezeka kunja. "Ndife gulu la amisiri odzipereka a Etsy omwe atha kukulitsa kanyumba kakang'ono kukhala makina ang'onoang'ono," adatero. Kwa mafani ake ambiri, Etsy ndi yochulukirapo kuposa msika. Amawona ngati njira yothetsera kupanga ndi kuwononga padziko lonse lapansi, komanso kuyimilira motsutsana ndi kutsatsa kwamakampani. Ndi voti yawo yowona ndi ukatswiri wabwino wakale, komanso njira yowoneka bwino yogula kuchokera kumakampani akulu. Ndipo zathandiza kulimbikitsa bizinesi yochulukirapo ya zinthu, kuyambira pamabedi kupita ku nyama ya ng'ombe, zomwe zimati ndizopangidwa ndi manja, zaluso kapena zopangidwa ndi manja. mindandanda yopitilira 29 miliyoni ya zodzikongoletsera zopangidwa ndi manja, zoumba, majuzi komanso zinthu zomvetsa chisoni nthawi zina. Inali ndi mamembala 54 miliyoni kumapeto kwa chaka chatha, omwe 1.4 miliyoni adalembapo chinthu chogulitsidwa ndipo pafupifupi 20 miliyoni adagula kamodzi kokha mu 2014, malinga ndi I.P.O. prospectus.Ngakhale kuti malowa akutayabe ndalama chifukwa cha kukwera mtengo kwa chitukuko, akuchulukirachulukira, ndipo kugulitsa kwazinthu zonse kufika pa $ 1.93 biliyoni chaka chatha. Ndalama zomwe Etsy anasonkhanitsa pa zinthu zomwe zalembedwa ndi kugulitsidwa, komanso pa mautumiki monga kupititsa patsogolo kuyika katundu, zinafika $ 196 miliyoni. ndi mavenda otchuka, zimasonyeza kulimbana ndi kampani kulinganiza kukula ndi kukhalabe kukhulupirika indie kuti kulimbikitsa ake kutchuka.Ogulitsa ena amati akuda nkhawa kuti malo posachedwapa adzadzaza ndi knockoffs ndi trinkets. Ena amati malingaliro opangidwa ndi manja a Etsy posakhalitsa atha kukhala ngati gimmick yotsatsa, kuzimitsa ogula omwe amakopeka ndi malowa. wogulitsa yemwe adapanga mafunde mwezi watha pomwe adalengeza kuti wamaliza ndi tsambalo. "Pamene Etsy akukulirakulira, zakhala ngati eBay." Etsy anakula kuchokera ku ntchito yojambula yomwe anthu atatu a ku Brooklynite adatenga pa bolodi lazojambula ndi zaluso. Panthawiyo, zojambula za indie zinali zitangoyamba kumene, ndipo mmodzi mwa omwe anayambitsa Etsy, Rob Kalin, anali nawo mwakhama, malinga ndi anzawo. Etsy adalengeza kwa ogula kuti ikumanga "chuma chatsopano" chomwe chidzakhazikitsanso mgwirizano pakati pa ogula ndi ogulitsa, ndipo adalola amalonda ake kugulitsa zinthu zomwe adapanga okha. munthu m'modzi sakanatha kutsata kuchuluka kwa madongosolo. Chotsatira chomveka, iwo anati, chikanakhala kutenga ndalama ndi kulemba ganyu antchito, kapena kunja kwa kupanga, koma kutero kungasokoneze malamulo a Etsy. Kalin ankadziwika kuti ndi wotsutsa kwambiri kuti achepetse - mpaka kumapeto kwa chaka cha 2013, pamene, pansi pa mkulu wake watsopano, Chad Dickerson, malowa adatsitsimutsa mfundozo. Kusinthaku kunalola ogulitsa kubwereka antchito kapena kupereka zopangazo kwa opanga ang'onoang'ono omwe amakwaniritsa njira zogwirira ntchito komanso zachilengedwe. Pafupifupi 30 peresenti ya ogulitsa pa Etsy adatenga nawo mbali m'magulu othandizira mu 2014, malinga ndi Etsy's I.P.O. prospectus, ndipo pali kale zoposa 5,000 zochitika za ogulitsa Etsy kutulutsa kupanga kwawo. Kampaniyo inati 6 peresenti inalemba ntchito yolipidwa mu 2013, chaka chaposachedwapa chomwe chiwerengerocho chinalipo. Mwachitsanzo, mkanda wofiyira wonyamulidwa ndi ogulitsa osiyanasiyana pa Etsy, wokhala ndi ma tag amtengo kuyambira $7 mpaka $15, utha kugulidwanso kudzera kutsamba lachi China lopanga zinthu za Alibaba.Malinga ndi Alibaba, mkandawo umapangidwa ndi Yiwu Shegeng Fashion Accessories Firm, yomwe ili kumwera kwa Shanghai, yomwe imati imatha kutulutsa mikanda yofanana ndi 80 miliyoni pamwezi. Jacky Wang, yemwe adatchulidwa kuti ndi wamkulu wa kampaniyo, sanayankhe zopempha kuti apereke ndemanga." Zili ngati kukhala ndi malo odyera abwino kwambiri mumsewu wokhala ndi nyumba zapamwamba, masitolo ogulitsa mabuku ndi khofi, ndipo McDonald's kapena Walmart imamangidwa pamalo opanda munthu. msewu," adatero Diane Marie, wojambula yemwe amagulitsa zodzikongoletsera zopangidwa ndi manja kuchokera kunyumba kwake ku La Pointe, Wis., Ndipo amene adayitana otchedwa "ogulitsa" pa zokambirana za Etsy. kusewera whack-a-mole. Ogwiritsa ntchito atha kuyika chizindikiro kwa omwe akuganiziridwa kuti akugulitsanso malo a Marketplace Integrity, Trust & Team Safety, ndi Etsy ananenanso kuti amagwiritsa aligorivimu kudziwa ogulitsa okayikira. Koma imavomereza m'mawonekedwe ake kuti silingatsimikizire kwathunthu miyezo ya ogulitsa ndi opanga omwe amagwira nawo ntchito. Otsutsa ena amakayikira ngati pali zolimbikitsa zokwanira kuti zifufuze kapena kuzimitsa ogulitsa omwe amapanga magalimoto ambiri ndi malonda. Bizinesi ya Shaffer, Three Bird Nest imalemba ganyu mpaka 25 osoka - amayi akomweko ngati iyeyo, omwe amagwira ntchito kunyumba kapena pamalo osungiramo zinthu omwe tsopano amachita lendi ku Livermore, Calif. - kutulutsa maoda masauzande pamwezi. Amalemba ntchito wojambula zithunzi kuti ajambule zithunzi za m'nyumba za zinthu zake, zojambulidwa ndi bwenzi lake. Amagulitsa mikanda yochokera kunja ndi zina zomwe zidatumizidwa patsamba lina, threebirdnest.com, koma akuti palibe chilichonse mwazinthuzo chomwe chimafika patsamba lake la Etsy. Otsutsa ena adapeza masokosi a boot pa malo a Alibaba omwe ankawoneka mofanana ndi sitolo yake; Ms. Shaffer adanena kuti zithunzi zake zidabedwa. Komabe, ndikugulitsa kuwirikiza kawiri chaka chatha, sitoloyo posachedwa iyamba kugulitsa zinthu zina, a Ms. Shaffer anatero. Kuti atsimikizire kwa Etsy kuti apitiliza kupanga zomangira zake zakumutu ndi ma legwarmers, ayenera kufotokozera mwatsatanetsatane njira yake yotulutsira ntchito ndi zithunzi pang'onopang'ono ndikulemba mafunso aatali.Ogulitsa ena, ochulukirapo ochokera kunja kwa United States, akunenanso kuti kusiyanitsa pakati pa zopangidwa ndi manja ndi zopangidwa mochuluka sikokuthwa monga momwe zingawonekere. Kyoko Bowskill, yemwe amayendetsa sitolo ya Link Collective pa Etsy, amagwira ntchito ndi ojambula odziyimira pawokha kupanga mapangidwe a nsalu zaku Japan za furoshiki, ndikutumiza kupanga ku bizinesi yaying'ono yabanja kunja kwa Tokyo yomwe imagwira ntchito mwaukadaulo wopaka utoto." kupanga," adatero Ms. Bowskill, yemwe tsopano amagulitsa nsalu 40 mpaka 50 pamwezi pa $50 iliyonse. "Etsy sayenera kukhala munthu m'modzi wopanga katundu yekha osagona," adatero, ndikuwonjezera, "Tikupanga bizinesi yabwino, koma sizikutanthauza kuti tikupanga zinthu zambiri." Etsy anakana kutero. perekani akuluakulu kuti afunse mafunso, kutchula nthawi yabata yomwe imatsogolera kukupereka kwake. Mu I.P.O. kulemba, komabe, Mr. Dickerson adavomereza nkhawa kuti Etsy "akusokoneza malingaliro athu opangidwa ndi manja" polola ogulitsa kuti azigwira ntchito ndi opanga. "Timaterobe." Komabe, kupambana kwake, mwinanso mavuto ake, kwapangitsa kuti anthu ambiri a Etsy abwere, monga Artfire, msika wamagulu opangira zinthu zopangidwa ndi manja. Artfire idachita chidwi kwakanthawi - makamaka pakati pa ogulitsa a Etsy omwe adakhumudwa, omwe adayamba kusamukira kutsambali - koma ambiri mwa omwe adasokonezawo adakhumudwa atayamba kulipiritsa chindapusa pamwezi posungira malo ogulitsira. DaWanda, malo ogulitsa pa intaneti omwe ali ku Germany omwe amagulitsa zinthu zopangidwa ndi manja komanso zakale, ndiwodziwika ku Europe, koma malonda ake amangoyerekeza kuti ndi gawo la Etsy's.Nicole Burisch, mnzake wa Museum of Fine Arts, Houston, yemwe akukonza. buku lonena za zamisiri ndi chuma cha padziko lonse ndi wojambula wa ku Canada Anthea Black, adati kulekanitsa zopangidwa ndi manja kuchokera ku zopangidwa nthawi zonse zimakhala zovuta. ." Koma kusiyanitsa zinthu zopangidwa ndi manja ndi zopangidwa mwaunyinji kwakhala kovuta mowonjezereka, ndipo m’chenicheni kuli kusiyana konyenga, iye anati: “Pokhapokha ngati ukukumbirira dongo lako, kuluka nsalu yako, ndi kuweta nkhosa zako.