Kodi Kupanga kwa Etsy Kukulitsa Chitsogozo Chake Kapena Kusokoneza Kukhulupirika Kwake Kwaluso?

NEW YORK ( TheStreet ) -- Kuyambira pamene Etsy ETSY Pezani Lipoti ) adapita poyera mwezi wa April watha, mtengo wake wamtengo wapatali watsala pang'ono kugwa, kutaya pafupifupi magawo awiri pa atatu a mtengo wake ndikupangitsa kuti IPO ikhale yoipitsitsa kwambiri chaka chino.

Pokhudzidwa ndi kukwera kwa mtengo wa dola, kutukusira kwa ndalama zogulitsira malonda ndi kuchepa kwa ndalama kuchokera ku malonda a malonda, Etsy adanena kuti kutaya ndalama kwa miyezi isanu ndi umodzi yoyambirira ya 2015 kwa $ 42.9 miliyoni, kuwonjezeka kwa 1,088% kuyambira nthawi yomweyi ya 2014.

Kuti apeze ndalama zambiri kuchokera ku malonda ogulitsa, Lolemba kampaniyo idakhazikitsa mwalamulo Etsy Manufacturing, kuchoka pa mfundo zake zokhala ndi "zopangidwa ndi manja". Ntchitoyi imaphatikiza ogulitsa a Etsy omwe ali ndi opanga ma Etsy-vetted pofuna kuthandiza amisiri kukulitsa mabizinesi awo pomwe akutsatirabe mfundo zotsogola za Etsy zovomereza "kulemba, udindo ndi kuwonekera." Lingaliro lololeza kupangaditems kuyika Etsy m'malo osaneneka pamene akuyesera kusunga mzere wabwino kwambiri pakati pa kusunga umphumphu wake waluso ndikupereka kukula kwa ndalama zomwe zingakhutiritse eni ake. Panthawi imodzimodziyo, Etsy akuyenera kuletsa mpikisano kuchokera ku Amazon AMZN ), yomwe ikukonzekera kukhazikitsa Zopangidwa ndi manja ku Amazon, sitolo yatsopano kumene amisiri oitanidwa angagulitse zinthu zawo zopangidwa ndi manja.

Pogwirizana ndi msika womwe ukusintha, Etsy akuyembekeza kukhalabe mumasewera a e-commerce, m'malo mokhala pachiwopsezo chongokhala tsamba lina la kitschy lomwe limagulitsa zopangira makeke aukwati agologolo.

Zaka ziwiri zapitazo, Etsy anayamba kulola mgwirizano pakati pa ogulitsa ndi opanga pazochitika ndizochitika, zomwe zachititsa kuti pakhale mgwirizano wa 7,853 mpaka pano, malinga ndi Etsy. Kupambana kwa mayanjanowa kunalimbikitsa kampaniyo kuti iwonjezere pulogalamu yokhazikika.

Ndikuyembekeza kuthetsa chitsutso chilichonse chogulitsa ntchito kumisika yotsika mtengo yakunja, ikuti 85% ya opanga zinthuwo ali m'dziko lomwelo ndi omwe amapanga malonda awo.

"Izi [zasokoneza] mtundu wawo, makamaka ndi mamembala awo, koma zathandiza kampaniyo kukula zaka zingapo zapitazi," adatero katswiri wa Wedbush Gil Luria.

Koma pulogalamuyi ilibe otsutsa, pafupifupi onse omwe amachokera kumudzi wa Etsy.

Yakhazikitsidwa mu 2005 pa mfundo yogulitsa zinthu zopangidwa ndi manja zokha ndikupewa kupanga zinthu zopanda pake, Etsy yakula mpaka mamembala 1.5 miliyoni omwe amapha zinthu 32 miliyoni zosiyanasiyana kuyambira zodzikongoletsera zopangidwa ndi manja mpaka zoyimitsa zakale. Koma polola ogulitsa kutulutsa zochuluka, mamembala ena a Etsy akuwopa kuti malowa sangangotaya "msika wa alimi", komanso kuti zinthu zotsika mtengo, zopangidwa mochuluka zidzagulitsa zinthu zopangidwa ndi manja zofanana.

Kuti atsimikizire mamembala kuti kampaniyo sidzataya luso lake lapadera, Etsy akuti pulogalamuyo ikufuna kuthandiza mabizinesi ang'onoang'ono "kuyamba, kukula ndi kusangalala ndi bizinesi yawo yopanga pawokha" pomwe ikupereka mwayi kwa opanga ang'onoang'ono omwe akhala akupanga. kupwetekedwa ndi kupanga kusamukira kunja.

Etsy iyeneranso kuvomereza mgwirizano uliwonse wopangidwa ndi mamembala, kuwonetsetsa kuti mgwirizanowo ukukwaniritsa "zoyembekeza" zomwe zikuphatikiza miyezo monga momwe anthu amagwirira ntchito, kukhudzidwa kochepa kwa chilengedwe, komanso kufunitsitsa kuwonekera poyera pakupanga. Kampaniyo imati ikukana pafupifupi 40% yazofunsira zogulitsa zopanga mgwirizano zomwe sizikukwaniritsa miyezo yake.

Kuti ndondomekoyi iyambike, Etsy adachititsa msonkhano wa Re-Imagine Manufacturing October watha womwe unabweretsa opanga ang'onoang'ono, opanga ndondomeko ndi mamembala a Etsy kuti "aganizire chitsanzo chatsopano cha kupanga udindo kwa ogulitsa Etsy." Kuti izi zitheke, Etsy anayesa kuchotsa manyazi ena olakwika okhudzana ndi kugwiritsidwa ntchito kwa opanga pokumbutsa mamembala kuti opanga ambiri sali kanthu koma mabizinesi am'deralo omwe ali okonzeka kuwongolera magawo ena akupanga, kuyambira masitolo odula ndi kusoka mpaka osindikiza. kwa opanga zodzikongoletsera.

Kugulitsa kwabwino kumapitilira, kukhazikitsidwa kwa opanga kumawoneka ngati anatempt byEtsy kuti akweze mfundo zake powonjezera ulalo wofooka kwambiri wa zomwe amapeza - ndalama zamsika, kapena gawo la Etsy lazopeza ogulitsa. Ngakhale zingakhale nkhani yabwino kwa osunga ndalama, njira iyi ikhoza kusokoneza mamembala omwe ali pachimake pa bizinesi yake.

"Izi zitha kukhala kugwa kwa Etsy," adatero Luria. "Ngakhale zingathandize kukula kwa kotala kapena ziwiri, pamapeto pake ogulitsa adzatopa ndi Etsy, makamaka ndi chisankho cha Handmade ku Amazon, chomwe chidzagulitsa zinthu zopangidwa ndi manja popanda mpikisano kuchokera kwa opanga. Ndi njira yanthawi yochepa kwambiri yomwe ingawononge mtundu womwe ali nawo kuti ukhale malo ogulitsa zinthu zopangidwa ndi manja." Kwa kotala yomwe idatha pa June 30, 2015, ndalama zomwe Etsy adapeza pamsika zidakwera 23% kufika $30.5 miliyoni kuchokera kotala lomwelo la 2014. , pamene ndalama zochokera ku mautumiki ogulitsa (ndalama zowonjezera zotsatsa malonda, kukonza malipiro ndi kugula zolemba zotumizira) zinakwera 79% kuchokera ku gawo lachiwiri la 2014 kufika pa $ 30.0 miliyoni.

Ngakhale kukula kwa ndalama zogulitsira malonda kumawoneka bwino pamapepala, ndizovuta kuwona momwe Etsy angathandizire ngati zinthu za mamembala ake sizikugulitsa. Chifukwa chake polola kugwiritsa ntchito opanga, Etsy ikhoza kukulitsa ndalama zake pamsika pongowonjezera kuchuluka kwa malonda. (Etsy amadula 3.5% ya malonda opangidwa ndi mamembala.) Chifukwa chake kuti eni ake ndi mamembala asangalale, Etsy akutenga njira yochenjera kuti apeze ndalama pomwe akuyesabe kusunga chikhalidwe chake chapadera. Ndi juga yomwe kampani singakwanitse kutaya.