Ko Etsy Manufacturing Ichawedzera Yayo Yepazasi Mutsetse Kana Kukanganisa Kutendeseka Kwayo Kwehunyanzvi?

NEW YORK ( TheStreet ) -- Sezvo Etsy ETSY Get Report ) yakaenda pachena muna Kubvumbi apfuura, mutengo wayo wekutengesa wapotsa wadonha kubva pamawere, uchirasikirwa nezvikamu zviviri kubva muzvitatu kukosha kwayo uye uchiita IPO yakaipisisa gore rino.

Achinetseka nekukwira kwemutengo wedhora, kudhura kwekushambadzira uye kuderera kwemari kubva mukutengesa kwechigadzirwa, Etsy akashuma kurasikirwa kwemwedzi mitanhatu yekutanga ye2015 ye42.9 miriyoni, kuwedzera kwe1,088% kubva panguva imwecheteyo ye2014.

Kuti iwane mari yakawanda kubva mukutengeswa kwechigadzirwa, nemusi weMuvhuro kambani iyi yakavhura zviri pamutemo Etsy Manufacturing, kusimuka kubva kumutemo wayo wekuratidza zvigadzirwa zve "maoko". Iwo masevhisi maviri vatengesi veEtsy nevagadziri veEtsy-vetted mukuedza kubatsira mhizha mukukura mabhizinesi avo vachiri kutevedzera Etsy inotungamira nheyo dzekubvumidza "kunyora, mutoro uye pachena." Sarudzo yekubvumidza kugadziraditems inoisa Etsy munzvimbo isingagoneki sezvo ichiedza kuchengetedza mutsetse wakanaka kwazvo pakati pekuchengetedza kutendeka kwayo kwehunyanzvi uye kupa kukura kwemari kunogutsa vanogovana. Panguva imwecheteyo, Etsy inoda kudzivirira makwikwi kubva kuAmazon AMZN ), iyo inoronga kutanga Handmade kuAmazon, chitoro chitsva apo vakakokwa vanogadzira vanogona kutengesa zvinhu zvavo zvakagadzirwa nemaoko.

Nekuchinjika kune inoshanduka musika, Etsy anotarisira kugara mumutambo we-e-commerce, pane njodzi yekungova imwe kitschy Webhusaiti inotengesa stuffed-squirrel muchato keke toppers.

Makore maviri apfuura, Etsy akatanga kubvumira kubatana pakati pevatengesi nevagadziri pane imwe nyaya-ne-case hwaro, izvo zvakaguma ne7,853 kudyidzana kusvika zvino, maererano naEtsy. Kubudirira kwekudyidzana uku kwakakurudzira kambani kuti iwedzere kune imwe chirongwa chepamutemo.

Tichitarisira kunyararidza kushoropodzwa kwekutengesa kune misika yevashandi yakachipa mhiri kwemakungwa, inotaura kuti 85% yeavo vanogadzira zvigadzirwa vari munyika imwe chete nemugadziri wechigadzirwa chavo.

"Izvi [zvakadzora mhando yavo, kunyanya nenhengo dzavo, asi zvakabatsira kambani kukura mumakore akati wandei apfuura," akadaro muongorori weWedbush Gil Luria.

Asi chirongwa ichi hachina vadzivisi vayo, vangangoita vese vanobva mukati menharaunda yeEtsy.

Yakavambwa muna 2005 pamusimboti wekutengesa zvinhu zvakaitwa nemaoko chete uye kunzvenga kugadzirwa kusina huso, Etsy yakura kusvika miriyoni imwe chete nemazana mashanu enhengo dzinoita miriyoni makumi matatu nemaviri ezvigadzirwa zvakasiyana kubva pazvishongo zvakaitwa nemaoko kusvika kune zvinosimudzwa zvekare. Asi nekubvumira vatengesi kuti vagadzire zvinhu zvakawanda, dzimwe nhengo dzeEtsy dzinotya kuti kwete chete saiti inorasikirwa ne "musika wevarimi", asi izvo zvakachipa, zvinogadzirwa-zvizhinji zvinotengesa zvigadzirwa zvakaitwa nemaoko.

Kuvimbisa nhengo kuti kambani haizorasikirwe nehunyanzvi hwayo, Etsy anoti chirongwa ichi chakaitirwa kubatsira mabhizinesi madiki "kutanga, kukura uye kunakidzwa nebhizinesi ravo rekugadzira ivo pachavo" nepo panguva imwe chete ichipa mikana kune vagadziri vadiki vanga varipo. kukuvadzwa nekugadzirwa kunofamba mhiri kwemakungwa.

Etsy inofanirwawo kubvumidza chero mubatanidzwa wekugadzira wakatangwa nenhengo, kuve nechokwadi chekuti mubatanidzwa unosangana ne "tsika dzayo dzinotarisirwa" dzinosanganisira zviyero semamiriro ekushanda ane hunhu, kushomeka kwemamiriro ekunze, uye kuda kuve pachena nezvemaitiro ekugadzira. Kambani iyi inoti inoramba zvingangoita makumi mana muzana ezvikumbiro zvevatengesi zvekugadzira kudyidzana izvo zvisingaenderane nezviyero zvayo.

Kuti hurongwa uhu hutange, Etsy akaita musangano weRe-Imagine Manufacturing Gumiguru apfuura wakaunza vagadziri vadiki, vagadziri vemitemo uye nhengo dzeEtsy pamwechete kuti "vaone mhando nyowani yekugadzira zvine mutoro kune vatengesi veEtsy." Kuti izvi zviitike, Etsy akaedza kubvisa kumwe kusarura kwakabatana nekushandiswa kwevagadziri nekuyeuchidza nhengo kuti vagadziri vazhinji havasi chinhu kunze kwemabhizinesi emuno akashongedzerwa zvirinani kugadzirisa zvimwe zvikamu zvekugadzira, kubva kuzvitoro zvekuchekwa-kusona kusvika kune vanodhinda. kune vanokanda zvishongo.

Kunzwa-kunaka kutengesa kunomira padivi, kuunzwa kwevagadziri kunoratidzika senge anatempt naEtsy kuti ikwidziridze danho rayo nekusimudzira iyo isina kusimba chinongedzo chemari yayo -- mari yemusika, kana chikamu cheEtsy chemari yevatengesi. Kunyange zvingangove nhau dzakanaka kune vanoisa mari, zano iri rine njodzi kutsausa nhengo dziri pakati pebhizinesi rayo.

"Uku kunogona kuve kudonha kwaEtsy," akadaro Luria. "Kunyangwe zvingabatsira kukura kwekota kana maviri, pakupedzisira vatengesi vachaneta neEtsy, kunyanya nesarudzo yeHandmade kuAmazon, iyo inongotengesa zvinhu zvakaitwa nemaoko pasina makwikwi kubva kune vanogadzira. Iri zano renguva pfupi-pfupi rinozopira mhando yavanayo yekuve nzvimbo yekutengesa zvinhu zvakaitwa nemaoko." Kwekota yakapera June 30, 2015, mari yemusika yeEtsy yakawedzera 23% kusvika $30.5 miriyoni kubva muchikamu chimwe chete cha2014. , nepo mari kubva kune vatengesi masevhisi (yekuwedzera mari yekusimudzirwa kunyorwa, kubhadharwa kwekubhadhara uye kutenga kwemazita ekutumira) yakakwira 79% kubva pachikamu chechipiri che2014 kusvika kumadhora mazana matatu emamiriyoni.

Nepo kukura kwemari yemutengesi masevhisi kunotaridzika zvakanaka pabepa, zvakaoma kuona kuti Etsy inogona sei kusimudzira kana zvigadzirwa zvenhengo dzayo zvisiri kutengeswa. Saka nekubvumira kushandiswa kwevagadziri, Etsy inogona kukura mari yayo yemusika nekungowedzera huwandu hwekutengesa. (Etsy inowana chikamu che3.5% chekutengesa kunoitwa nenhengo.) Saka kuti vagoveri vemasheya nenhengo vafadze, Etsy iri kutora danho rekuchenjerera kuunza mari ichiri kuedza kuchengetedza tsika yayo yakasiyana. Iko kubhejera iyo kambani haigone kurasikirwa nayo.