Kubudirira kwaEtsy kunopa Matambudziko eKuvimbika uye Chikero

Zvichienderana nekuti waunobvunza ndiani, Alicia Shaffer, muridzi wechitoro cheEtsy cheThree Bird Nest, inyaya yebudiriro yakatiza - kana chiratidzo chezvese zvashata nemusika wepamhepo urikura uchikura wezvinhu zvakagadzirwa nemaoko.Nerubatsiro kune 25 vasona vepanzvimbo uye mafoto anoyevedza, Ms. Shaffer inotora mari inodarika zviuru makumi manomwe zvemadhora pamwedzi mumari inotengesa twee bhandi remusoro uye zvinodziya makumbo kuburikidza neEtsy. Asi sezvo bhizinesi rake rakura, akashoropodzwa pamhepo uye achipomerwa mhosva yekugadzira zvinhu zvakawanda, yekutora zvinhu kubva kuChina. Vanoshora vanomuona seakaipa paEtsy's hipster cred.Kupokana pamusoro pekuti zvinhu zvinogadzirwa sei uye zvinotengeswa panzvimbo inodada nekunzwa-kunaka, kugadzirwa nemaoko kwechokwadi kunosimbisa kurwadziwa kuri kukura kuri kushandura Etsy sezvainoenda kune inogona kupa mari yekutanga kupa veruzhinji kwezvitoro. .Kana vari Ms. Shaffer, anoramba mashoko anga achinetsa bhizinesi rake nguva pfupi yadarika asi anoti anonzwisisa kuti sei mibvunzo yamuka pamusoro pehuwandu hwezvinhu zvaanogadzira. Anoti chitoro chake chinoomerera kune nhungamiro yaEtsy, kusanganisira kuti zvinhu zvese zvakanyorwa zvakaitwa nemaoko kana "mazambiringa" ekare, nezvimwe zvitsva zvinobvumidza kubvumidzwa kunze kwekugadzira. "Isu tiri chikwata chevashandi vakazvipira veEtsy vakakwanisa kurima chitoro chidiki kuita muchina mudiki," akadaro. Kune vazhinji vevateveri vayo, Etsy haisi nzvimbo yemusika. Vanozviona semushonga wekugadzirwa kwepasi rose uye kushandiswa, uye kumira kunopesana nemakambani ekumaka. Ivhoti yavo yehuchokwadi uye hunyanzvi hwekare, uye inoratidzika kunge ine tsika imwe nzira yekutenga kubva kumakambani makuru. Uye zvakabatsira kukurudzira indasitiri yakakura yezvinhu, kubva pamabheti kusvika kune nyama yemombe, inotaura kuti yakagadzirwa kumba, yehunyanzvi kana zvimwe yakagadzirwa nemaoko. anopfuura mamirioni makumi maviri nepfumbamwe ezvishongo zvakaitwa nemaoko, ivhu, majuzi uye dzimwe nguva-zvinodemba zvinhu d'art. Yakanga iine 54 miriyoni nhengo pakupera kwegore rapfuura, avo 1.4 miriyoni vakanyora chinhu chiri kutengeswa uye vangangoita mamirioni makumi maviri vakatenga kamwechete kutenga muna 20, maererano neIPO yayo. prospectus.Kunyange saiti ichiri kurasikirwa nemari nekuda kwemitengo yekusimudzira, iri kuwedzera, nekutengesa kwekutengesa kunosvika madhora bhiriyoni 1.93 gore rapfuura. Mari yekubhadhara Etsy yakaunganidzwa pazvinhu zvakanyorwa uye kutengeswa, pamwe chete nemasevhisi akafanana nekusimudzirwa kwekuiswa kwezvinhu, yakasvika $ 196 miriyoni. nevatengesi vane mukurumbira, vanoratidza kutamburira kwekambani kuenzanisa kukura nekuchengetedza kutendeseka kweindie kwakawedzera mukurumbira wayo.Vamwe vatengesi vanoti vanonetsekana kuti saiti inogona kukurumidza kuzadza nekugogodza uye matrinkets. Vamwe vanoti Etsy's ethos yakagadzirwa nemaoko inogona kukurumidza kungova gimmick yekushambadzira, kudzima vatengesi vanokweverwa kune imwe saiti kukwezva. mutengesi akaita masaisai mwedzi wapera paakataura kuti pakupedzisira apedza nesaiti. "Sezvo Etsy akura, akawedzera kufanana neBay." Etsy akakura kubva mupurojekiti yekugadzira iyo vatatu veBrooklynites vakatora bhodhi-ne-crafts bulletin board. Panguva iyoyo, indie craft scene yakanga ichangotanga, uye mumwe wevatangi veEtsy, Rob Kalin, akanga ari mubatanidzwa, maererano nevanozivana navo. Etsy akazivisa kune vatengesi kuti yaive ichivaka "hupfumi hutsva" hwaizosimbisazve hukama pakati pevatengi nevatengesi, uye yakabvumira vatengesi vayo kutengesa chete zvinhu zvavakagadzira ivo. Asi sezvo zvitoro zvakatanga, vatengesi vakatanga kunyunyuta kuti munhu mumwe chete aisakwanisa kuenderana nemafashama emirairo. Nhanho inotevera ine musoro, ivo vakati, yaizova kutora mari uye kuhaya vashandi, kana kunze kwekugadzira, asi kuita izvi kwaizopesana nemirairo yaEtsy. Zvichakadaro, Etsy akaomerera pakurambidzwa kwake - Mr. Kalin aizivikanwa seanopikisa izwi rekurerutsa - kusvika mukupera kwa2013, apo, pasi pemukuru wayo mutsva, Chad Dickerson, saiti yakadzoreredza zviyero izvi. Shanduko iyi yakabvumira vatengesi kuhaya vashandi kana kupa kunze kugadzirwa kune vadiki-vagadziri vanosangana neseti yevashandi uye ecology maitiro. Vanenge 30 muzana yevatengesi paEtsy vakatora chikamu mumapoka ekutsigira muna 2014, maererano neEtsy's I.P.O. prospectus, uye kwave kutopfuura zviuru zvishanu zviitiko zvevatengesi veEtsy vachiburitsa kugadzirwa kwavo. Kambani iyi yakati zvikamu zvitanhatu kubva muzana zvakahaya rubatsiro rwakabhadharwa muna 2013, gore richangopfuura iro nhamba yaivepo. Semuyenzaniso, kireshi tsvuku inotakurwa nevatengesi vakasiyana-siyana paEtsy, ine ma tag emitengo kubva pamadhora manomwe kusvika pamadhora gumi nemashanu, inogonawo kutengwa kuburikidza nenzvimbo yekuChina yekugadzira zvitoro zvakawanda Alibaba.Maererano neAlibaba, necklace inogadzirwa neYiwu Shegeng Fashion Accessories Firm, yakavakirwa maodzanyemba kweShanghai, iyo inoti inogona kuburitsa 80 miriyoni macheni akafanana pamwedzi. Jacky Wang, akanyorwa semukuru wekambani, haana kudzorera zvikumbiro zvekutaura." Zvakafanana nekuva neresitorendi yemhando yepamusoro mumugwagwa une maberere epamusoro, mashopu emabhuku nezvitoro zvekofi, uye McDonald's kana Walmart inovakwa munzvimbo isina munhu. mumugwagwa," akadaro Diane Marie, muimbi anotengesa zvishongo zvakaitwa nemaoko kubva kumba kwake muLa Pointe, Wis., Uye akadana avo vanonzi "vatengesi" pamaforamu eEtsy ehurukuro.Etsy anoita mapurisa nyaya dzakadaro, asi zvinogona kufanana. kutamba whack-a-mole. Vashandisi vanogona kumisa anofungidzirwa mutengesi kune saiti's Marketplace Integrity, Trust & Chikwata Chekuchengetedza, uye Etsy akatiwo inoshandisa algorithms kuona vatengesi vanofungidzirwa. Asi inobvuma mune yayo tarisiro kuti haikwanise kunyatsotsigira zviyero zvevatengesi vayo nevagadziri vavanoshanda navo. Vamwe vatsoropodzi vakabvunza kana paine kurudziro yakakwana yekuferefeta kana kuvhara vatengesi vanoburitsa traffic hombe uye kutengesa. Bhizinesi raShaffer, Vatatu Shiri Nest vanohaya vanosona vanosvika makumi maviri neshanu - vanaamai vepano saiye, vanoshanda kumba kana pane imwe nzvimbo panzvimbo yekuchengetera zvinhu yavanorenda muLivermore, Calif. - kuburitsa zviuru zvemirairo pamwedzi. Anohaya mutori wemifananidzo kuti apfure mapikicha emumba ezvigadzirwa zvake, akateedzerwa neshamwari. Anotengesa maketani ekunze nezvimwe zvinotengeswa kunze kwenyika kune imwe saiti, threebirdnest.com, asi anoti hapana chimwe chezvigadzirwa izvi chinopinda panzvimbo yake yeEtsy. Zvichakadaro, nyaya yake mumavhiki achangopfuura yakaunza kuongororwa kwakasimba, mushure mekubvunzurudzwa kwaakaita nguva pfupi yadarika yaakapa Yahoo News. Vamwe vatsoropodzi vakawana bhutsu masokisi panzvimbo yeAlibaba yaitaridzika zvakafanana neyechitoro chake; Ms. Shaffer akati mifananidzo yake yakabiwa. Zvakadaro, nekutengesa zvakapetwa kaviri mugore rapfuura, chitoro chichakurumidza kutanga kuburitsa zvimwe zvekugadzira, Ms. Shaffer akadaro. Kuti aratidze kuna Etsy kuti acharamba achigadzira mabhanhire emusoro wake uye legwarmers, achafanirwa kutsanangura maitiro ake ekutsvaga nemifananidzo-nhanho-nhanho uye kuzadza mibvunzo yakareba.Vamwe vatengesi, vachiwedzera kubva kunze kweUnited States, vanotiwo musiyano pakati pezvakagadzirwa nemaoko uye zvakakura-zvakagadzirwa hazvina kupinza sezvazvingaite. Kyoko Bowskill, anomhanyisa chitoro cheLink Collective paEtsy, anoshanda nevatambi vakazvimiririra kugadzira mapatani ejira rekuputira furoshiki rekuJapan, uye anoendesa kugadzira kubhizinesi remhuri diki kunze kweTokyo rinonyanya kushandisa nzira dzechinyakare dzekudhaya." kugadzira,” vakadaro Ms. Bowskill, uyo ave kutengesa machira makumi mana kusvika makumi mashanu pamwedzi nemadhora makumi mashanu. "Etsy haafaniri kunge ari munhu mumwechete ari kugadzira zvinhu ega asina kurara," akadaro, achiwedzera, "Tiri kuvaka bhizinesi rinobudirira, asi hazvirevi kuti tiri kugadzira zvinhu zvakawanda." Etsy akaramba ita kuti vakuru vakuru vawanikwe pakubvunzurudzwa, vachidudza nguva yakanyarara inotungamira pakupa kwayo stock. Mune I.P.O. kufaira, zvisinei, Mr. Dickerson akabvuma kushushikana kuti Etsy "ari kusvibisa maitiro edu akaitwa nemaoko" nekubvumira vatengesi kushanda nevagadziri. "Tichiri kudaro." Zvakadaro, kubudirira kwayo, uye pamwe matambudziko ayo, zvakurudzira kuwanda kwevangadai vari Etsys, seArtfire, musika wakavakirwa munharaunda wezvinhu zvakaitwa nemaoko. Artfire yakawana traction kwekanguva - kunyanya pakati pevatengesi veEtsy vasina kugutsikana, vakatanga kutamira kunzvimbo iyi - asi vazhinji veavo vakatsauka vakashungurudzika payakatanga kubhadharisa mari yepamwedzi yekutambira zvitoro. DaWanda, musika wepamhepo uri kuGermany unotengesa zvigadzirwa zvakagadzirwa nemaoko uye zvekare, inozivikanwa muEurope, asi kutengesa kwayo kunofungidzirwa kuti inosvika chikamu chidimbu cheEtsy's.Nicole Burisch, anoshanda neMuseum of Fine Arts, Houston, ari kuronga. bhuku pamusoro pemabasa emaoko uye hupfumi hwepasi rose nemuimbi wekuCanada Anthea Black, akati kupatsanura zvakaitwa nemaoko kubva kune zvakagadzirwa zvichagara zvichinetsa. Vatengesi veEtsy vakagumbuka, akadaro, nekuti vaivimba nesaiti kuti isimbise basa ravo se "rakagadzirwa nemaoko zvechokwadi. ." Asi kusiyanisa zvinhu zvakagadzirwa nemaoko nezvinogadzirwa zvikuru kwazova kwakaoma nomutoo unowedzera, uye kutaura idi musiyano wenhema, iye akati, “kunze kwokuti uchichera ivhu rako umene, uchiruka jira rako umene, uchirera makwai ako umene.