Guusha Etsy waxa ay kor u kacdaa dhibaatooyinka kalsoonida iyo miisaanka

Iyada oo ku xidhan cidda aad waydiiso, Alicia Shaffer, oo ah milkiilaha dukaanka Etsy ee Three Bird Nest, waa sheeko guul ah oo carartay - ama calaamad u ah wax kasta oo khaldamay suuqa internetka ee aadka u kobcaya ee alaabta gacanta lagu sameeyo.Iyadoo la kaashanayo kor ilaa 25 ka mid ah kuwa tolmolaha ah ee maxaliga ah iyo sawir qaadis soo jiidasho leh, Ms. Shaffer waxa uu qaataa in ka badan $70,000 bishii dakhliga ka iibinaya xargaha madaxa iyo kululeeyaha lugaha ee Etsy. Laakin markii uu ganacsigeedu koray, waxaa si adag loogu dhaleeceeyay dhanka internetka waxaana lagu eedeeyay in ay badeecooyin badan soo saarto, in ay badeecooyin ka hesho Shiinaha. Detractors waxay u arkaan in ay dhib ku tahay Etsy's hipster cred. Muranka ku saabsan sida badeecadaha loo soo saaro oo loogu iibiyo goobta ku faanta dareenka wanaagsan, runnimada gacanta lagu sameeyay ayaa hoosta ka xariiqaysa xanuunka sii kordhaya ee u beddelaya Etsy iyada oo u sii socota bixinta faa'iido hore leh ee dadweynaha ee saamiyada. .Sida Marwo. Shaffer, waxay dafirtay sheegashada ganacsigeeda beryahan dambe hakad galisay, laakiin waxay sheegtay inay fahantay sababta su'aalaha uga soo baxeen tirada alaabta ay soo saarto. Waxay sheegtay in bakhaarkeedu uu si adag ugu hoggaansamo tilmaamaha Etsy, oo ay ku jiraan in dhammaan shayyada liiska ku jira ay yihiin gacan-gacmeed ama "vintage" oo gacan labaad ah, oo leh qaar ka reeban oo cusub oo u oggolaanaya in la oggolaado wax soo saarka dibadda. "Waxa aanu nahay koox farsamayaqaanno Etsy ah oo u heellan in ay dukaan yar u koraan mishiin yar," ayay tidhi. Qaar badan oo taageerayaasheeda ah, Etsy aad ayay uga badan tahay suuqa Waxay u arkaan inay lid ku tahay wax-soo-saarka iyo isticmaalka ballaaran ee caalamiga ah, kana soo horjeeda summeynta shirkadaha. Waa codkooda dhabta ah iyo farsamayaqaankii hore ee wanaagsanaa, iyo qaab kale oo anshax u muuqda oo wax looga iibsanayo shirkadaha waaweyn. Waxayna gacan ka gaysatay kobcinta wershadaha kala duwan ee alaabta, laga bilaabo sariiraha sariiraha ilaa hilibka lo'da, kuwaas oo sheeganaya in ay yihiin guri-guri, farshaxan ama si kale oo gacan lagu sameeyo. in ka badan 29 milyan liisaska dahabka gacanta lagu sameeyo, dhoobada, funaanadaha iyo waxyaalaha marmarka qaarkood laga qoomameeyo. Waxa ay lahayd 54 milyan oo xubnood dhamaadkii sannadkii hore, kuwaas oo 1.4 milyan ka mid ah ay liis gareeyeen shay iib ah oo ku dhawaad ​​20 milyan ay sameeyeen ugu yaraan hal iib sannadkii 2014, marka loo eego I.P.O. prospectus.Inkasta oo goobta ay wali luminayso lacag sababtoo ah kharashyada horumarineed ee sareeya awgeed, haddana way kobcaysaa, iyada oo iibka badeecadaha guud uu gaadhay $1.93 bilyan sanadkii hore. Khidmadaha Etsy ee lagu soo ururiyay alaabada ku qoran liiska iyo iibinta, iyo sidoo kale adeegyada sida meelaynta alaabta la dalacsiiyay, ayaa gaadhay $ 196 milyan. Laakiin dhaleeceynta hababka wax soo saarka ee Three Bird Nest iyo iibiyeyaasha kale ee sii kordheysa ee sarreeya, oo ay weheliyaan xadhig goos goos ah. Iibiyeyaasha caanka ah, waxay ka tarjumaysaa halganka shirkadu si ay isugu dheelitirto kobaca iyada oo la ilaalinayo kalsoonida indie ee sii kicisay caannimadeeda. Qaar ka mid ah iibiyeyaasha ayaa sheegaya in ay ka walaacsan yihiin in goobta ay si dhakhso ah u noqon karto dharbaaxo iyo jajabyo. Kuwo kale waxay yiraahdeen Etsy's handmade ethos waxay dhowaan noqon kartaa wax suuqgeyn ah oo kaliya, oo daminta dukaammada soo jiidanaya rafcaanka beddelka ah ee goobta. Iibiyaha oo sameeyay mowjado bishii hore markii ay ku dhawaaqday inay ugu dambeyntii dhammaysay goobta. "Sida Etsy uu sii weynaaday, waxay u sii korodhay sida eBay." Etsy waxay ka soo baxday mashruuc naqshadeed oo saddex Brooklynites ah ay u qaateen boorka farshaxanka-iyo-farshaxanka. Waqtigaas, goobta farsamada indie ayaa hadda bilaabatay, mid ka mid ah aasaasayaashii Etsy, Rob Kalin, wuxuu ahaa kaqeybgale firfircoon, sida ay sheegeen dadka yaqaan. Etsy waxay u sheegtay dukaamada inay dhisayso gabi ahaanba "dhaqaale cusub" kaas oo dib u soo celin doona xidhiidhka shakhsi ahaaneed ee ka dhexeeya iibsada iyo iibiyeyaasha, waxayna u ogolaatay baayacmushtarkeeda inay iibiyaan waxyaalihii ay iyagu sameeyeen. hal qof ayaa la socon waayay daadka amarada. Talaabada xigta ee macquulka ah, ayay yiraahdeen, waxay noqon doontaa in la maalgeliyo oo la shaqaaleysiiyo shaqaale, ama dibadda loo saaro wax soo saarka, laakiin haddii taasi la sameeyo waxay ka hor imanaysaa xeerarka Etsy. Ilaa hadda, Etsy waxay ku adkaysatay mamnuuciddeeda - Mr. Kalin waxaa loo yaqaanay in uu yahay mucaarad cod ah oo fududeynaya - ilaa dabayaaqadii 2013, markaasoo, hoos yimaada madaxa fulinta cusub, Chad Dickerson, goobta ayaa dejisay heerarkaas. Isbeddelku wuxuu u oggolaaday iibiyeyaashu inay shaqaaleeyaan shaqaale ama u gudbiyaan wax soo saarka warshado yaryar oo buuxiyey shuruudo shaqo iyo deegaan. Ku dhawaad ​​30 boqolkiiba iibiyeyaasha Etsy waxay ka qaybqaateen kooxaha taageerada 2014, sida uu qabo Etsy's I.P.O. prospectus, waxaana horeba u jiray in ka badan 5,000 oo xaaladood oo iibiyayaasha Etsy oo dibadda u soo saaraya wax soo saarkooda. Shirkaddu waxay sheegtay in boqolkiiba 6 ay shaqaalaysiisay caawimo lacag bixin ah 2013, sannadkii ugu dambeeyay ee tirakoobka la heli karo. Dhaleeceeyayaasha go'aankaas ayaa ka caawiyay furitaanka albaabada daadinta mowjado badan oo la soo saaray. Tusaale ahaan, katiinad cas oo ay qaadaan iibiyeyaal kala duwan oo ku yaal Etsy, oo leh qiimayaal u dhexeeya $ 7 ilaa $ 15, sidoo kale waxaa laga iibsan karaa goobta wax soo saarka jumlada ee Shiinaha ee Alibaba. Sida laga soo xigtay Alibaba, silsiladda waxaa sameeyay shirkadda Yiwu Shegeng Fashion Accessories Firm, fadhigeedu yahay koonfurta Shanghai, kaas oo sheeganaya in uu soo saari karo ku dhawaad ​​80 milyan oo silsilado la mid ah bishii. Jacky Wang, oo ku qoran liiska madaxa fulinta ee shirkadda, kama soo celin codsiyo faallooyin ah. "Waxay la mid tahay in la haysto makhaayad cunto fudud oo waddo ku taal oo leh meelo aad u sarreeya, dukaamo buugaagta iyo dukaamada qaxwada, McDonald's ama Walmart ayaa laga dhisay meel bannaan oo bannaan ah wadada," ayay tiri Diane Marie, oo ah fanaanad ka iibisa dahabka gacanta lagu sameeyo ee gurigeeda oo ku yaala La Pointe, Wis., oo ku dhawaaqday waxa loogu yeero "iibiyeyaasha" golayaasha dooda Etsy. inuu ciyaaro whack-a-mole. Isticmaalayaashu waxay u calaamadin karaan dib-u-iibiyeyaasha looga shakisan yahay inay u calaamadiyaan goobta Suuqa Daacadnimada, Aaminadda & Kooxda Badbaadada, iyo Etsy waxay kaloo sheegtay inay adeegsato algorithms si ay u ogaato iibiyeyaasha shakiga leh. Laakin waxa ay qiraysaa in rajada laga qabo in aanay si buuxda u dammaanad qaadi karin heerarka iibiyeyaasheeda iyo soo saarayaasha ay la shaqeeyaan. Qaar ka mid ah dhaleeceeyayaasha ayaa su'aal ka keenay haddii ay jirto dhiirigelin ku filan oo lagu baaro ama la xiro iibiyayaasha abuura taraafikada iyo iibka weyn. In Ms. Meheradda Shaffer, Three Bird Nest waxa ay kireysataa ilaa 25 qof oo ka shaqeeya toliimo - hooyooyinka maxalliga ah iyada oo kale, kuwaas oo ka shaqeeya guriga ama meel bannaan oo bakhaar ah oo ay hadda kiraysato Livermore, Calif. - in la joojiyo kumanaan amar bishii. Waxay shaqaaleysiisaa sawir qaade si uu u toogto sawirada guriga dhexdiisa ee alaabteeda, oo uu u qaabeeyey saaxiib. Waxay iibisaa silsiladaha dibadda laga keeno iyo agabka kale ee laga keeno barta kale, threebirdnest.com, laakiin waxay leedahay mid ka mid ah alaabooyinkaas ma soo galaan boggeeda Etsy. Ilaa hadda, sheekadeeda ayaa toddobaadyadii la soo dhaafay keentay baaritaan xooggan, ka dib wareysi ay dhawaan siisay Yahoo News. Qaar ka mid ah dhaleeceeyayaashu waxay ka heleen sharabaadyada kabaha ee goobta Alibaba oo u eg sida bakhaarkeeda; Marwo Shaffer waxay sheegtay in sawiradeeda la xaday. Weli, iyadoo iibku labanlaabmay sannadkii hore, dukaanku wuxuu dhawaan bilaabi doonaa inuu ka soo saaro wax soo saarka qaar, Ms. Shaffer ayaa yidhi. Si loo caddeeyo Etsy in ay sii wadi doonto naqshadeynta madaxeeda iyo lugaha lugaha, waa in ay ku faahfaahisaa habraaceeda dibadda ee sawiro tallaabo-tallaabo ah oo ay buuxiso su'aalo dheer. Iibinta kale, oo sii kordheysa ka baxsan Maraykanka, ayaa sidoo kale sheegaya in Farqiga u dhexeeya gacan-ku-samaynta iyo kuwa badan-soo-saarku maaha mid fiiqan sida ay u muuqato. Kyoko Bowskill, oo maamusha dukaanka Link Collective ee Etsy, wuxuu la shaqeeyaa farshaxanno madax-bannaan si ay u naqshadeeyaan naqshadaha dharka lagu duubo furoshiki ee Japan, oo wax soo saarka u wareejiya ganacsi qoys yar oo ka baxsan Tokyo oo ku takhasusay hababka midabaynta dhaqameed. kor u qaadida wax soo saarka," ayay tiri Ms. Bowskill, oo hadda iibiya 40 ilaa 50 maro bishiiba $50 midkiiba. "Etsy waa in aanay noqon qof kelidiis u farsameeya alaabo hurdo la'aan," ayay tidhi, iyada oo raacisay, "Waxaan dhisaynaa ganacsi macquul ah, laakiin taasi macnaheedu maaha in aanu nahay wax-soo-saar ballaaran." Etsy way diiday ka dhig saraakiisha diyaar u ah waraysiyada, iyagoo tixraacaya muddada xasilloon ee ka horraysa bixinta saamiyadeeda. In ay I.P.O. xeraynta, si kastaba ha ahaatee, Mr. Dickerson waxa uu qiray welwelka ah in Etsy ay "kala saarayso hab-dhaqanka gacanta lagu sameeyo" iyadoo u oggolaanaysa iibiyeyaasha inay la shaqeeyaan soo saarayaasha." Dhammaanba, Etsy waxay had iyo jeer u adeegi jirtay dawo ka-hortagga wax-soo-saarka ballaaran," ayuu yidhi. "Weli waan sameyneynaa." Weli, guusheeda, iyo laga yaabee dhibaatooyinkeeda, ayaa kiciyay qulqulka Etsys-ka, sida Artfire, oo ah suuq suuq-gacan oo bulshada ku saleysan. Artfire waxa uu helay soo jiidasho muddo -gaar ahaan ka mid ah iibiyeyaasha Etsy ee xanaaqsan, kuwaas oo bilaabay in ay u haajiraan goobta - laakiin qaar badan oo ka mid ah kuwa soo goostay ayaa xumaaday markii ay bilaabeen in ay ku dallacaan lacag bille ah martigelinta dukaamada. DaWanda, oo ah bakhaar online ah oo ku yaala Jarmalka oo lagu iibiyo alaabada gacanta lagu sameeyo iyo kuwa canabka ah, ayaa caan ka ah Yurub, laakiin iibkeeda ayaa loo malaynayaa in uu dhan yahay qayb ka mid ah Etsy's.Nicole Burisch, saaxiib la ah Matxafka Farshaxanka Fine, Houston, oo tafatir ka ah. Buug ku saabsan farsamada gacanta iyo dhaqaalaha caalamiga ah oo ay la socoto fanaanad Canadian Anthea Black, ayaa sheegtay in kala saarista gacanta lagu sameeyay kuwa la soo saaray ay had iyo jeer noqon doonto mid khiyaano leh. Iibiyayaasha Etsy way niyad jabeen, ayay tidhi, sababtoo ah waxay ku tiirsanaayeen goobta si ay u ansixiyaan shaqadooda sida "si dhab ah oo gacan-ku-sameeyey ah. " Laakin in la kala saaro alaabta gacanta lagu sameeyo iyo kuwa la soo saaro ayaa noqday mid aad u adag, run ahaantiina waa kala duwanaansho been abuur ah, ayay tidhi, "Haddaad dhoobadaada qodanayso, oo maradaada tolanayso, oo aad adhigaaga korsanayso mooyee.