Ngaba i-Etsy Manufacturing ingawukhulisa umgca wayo ongezantsi okanye ibeke esichengeni kuBugcisa bayo beMfezeko?

I-NEW YORK (i-TheStreet) - Ekubeni i-Etsy ETSY Fumana iNgxelo) yahamba esidlangalaleni ngo-Apreli odlulileyo, ixabiso layo lesitokhwe liphantse lawa eweni, lilahlekelwe kakhulu njengesibini kwisithathu ixabiso layo kwaye lenze ukuba libe yi-IPO embi kakhulu kulo nyaka.

Exhatshazwa yixabiso elikhulayo ledola, iindleko zokuthengisa ukuvuvukala kunye nokunciphisa ingeniso evela kwiintengiso zemveliso, u-Etsy wabika ilahleko yeenyanga ezintandathu zokuqala ze-2015 ye-42.9 yezigidi, ukwanda kwe-1,088% ukusuka kwixesha elifanayo le-2014.

Ukuvelisa ingeniso engakumbi kwiintengiso zemveliso, ngoMvulo inkampani yasungula ngokusemthethweni i-Etsy Manufacturing, ishenxa kumgaqo-nkqubo wayo wokubonisa iimveliso "ezenziwe ngesandla". Inkonzo idibanisa abathengisi be-Etsy kunye nabavelisi be-Etsy-vetted kwiinzame zokunceda abenzi bezandla ekukhuliseni amashishini abo ngelixa bebambelela kwimigaqo ye-Etsy yokuxhasa "umbhali, uxanduva kunye nokungafihli." Isigqibo sokuvumela i-madulifiedditems sibeka i-Etsy kwindawo engenakunqweneleka njengoko izama ukugcina umgca omhle kakhulu phakathi kokugcina imfezeko yobugcisa kunye nokubonelela ngokukhula kwengeniso okuya kwanelisa abanini-zabelo. Ngelo xesha, u-Etsy kufuneka akhusele ukhuphiswano oluvela kwi-Amazon AMZN ), eceba ukuqalisa i-Handmade e-Amazon, ivenkile entsha apho abadwebi abamenyiweyo banokuthengisa izinto zabo ezenziwe ngesandla.

Ngokuziqhelanisa nokutshintsha kwendawo yemarike, u-Etsy unethemba lokuhlala kumdlalo we-e-commerce, kunokuba umngcipheko ube yenye indawo yeWebhusayithi ye-kitschy ethengisa iitopu zekeyiki zomtshato ezifakwe i-squirrel.

Kwiminyaka emibini edlulileyo, u-Etsy waqala ukuvumela intsebenziswano phakathi kwabathengisi kunye nabavelisi kwiimeko-by-case, okubangele i-7,853 intsebenziswano ukuza kuthi ga ngoku, ngokutsho kwe-Etsy. Impumelelo yolu buhlakani ikhuthaze inkampani ukuba yandise ibe yinkqubo esesikweni.

Ngethemba lokuthomalalisa nakuphi na ukugxekwa kokuthunyelwa kwabasebenzi kumazwe angaphandle ukuya kwiimarike zabasebenzi ezingabizi kakhulu phesheya kolwandle, iphawula ukuba ama-85% abo bavelisi bemveliso bakwilizwe elinye nomyili wemveliso yabo.

“Oku [kuye] kwalinciphisa igama labo, ngakumbi kumalungu abo, kodwa kuncede inkampani ukuba ikhule kule minyaka imbalwa idlulileyo,” utshilo umhlalutyi we-Wedbush uGil Luria.

Kodwa inkqubo ayikho ngaphandle kwabachasi bayo, phantse bonke abavela kuluntu lwase-Etsy.

Yasekwa ngo-2005 kumgaqo wokuthengisa kuphela izinto ezenziwe ngesandla kunye nokuyeka ukwenza izinto ezingenabuso, i-Etsy ikhule yaya kutsho kwi-1.5 yezigidi zamalungu athengisa iimveliso ezizizigidi ezingama-32 ukusuka kwizacholo ezenziwe ngezandla ukuya kwi-suspenders zakudala. Kodwa ngokuvumela abathengisi ukuba bavelise imveliso eninzi, amanye amalungu e-Etsy ayoyika ukuba isiza asiyi kuphulukana nesibheno “semarike yomfama” kuphela, kodwa izinto ezinexabiso eliphantsi, eziveliswe ngobuninzi ziya kuthengisa ngaphandle kweemveliso ezenziwe ngesandla.

Ukuqinisekisa amalungu ukuba inkampani ayiyi kulahlekelwa yinto ekhethekileyo yobugcisa, u-Etsy uthi le nkqubo yenzelwe ukunceda amashishini amancinci "aqale, akhule kwaye onwabele ishishini lawo lokudala ngokwemiqathango yawo" ngelixa kwangaxeshanye ebonelela ngamathuba kubavelisi abancinci aba ubuhlungu ngenxa yemveliso ehamba phesheya kolwandle.

U-Etsy kufuneka kwakhona avume nayiphi na intsebenziswano yokuvelisa eqalwe ngamalungu, iqinisekisa ukuba intsebenziswano iyahlangabezana "nemilinganiselo yokuziphatha elindelekileyo" equka imigangatho efana neemeko zokusebenza ezinobuntu, impembelelo encinci yokusingqongileyo, kunye nokuzimisela ukubeka elubala malunga neenkqubo zemveliso. Inkampani ithi iyakhaba malunga ne-40% yezicelo zabathengisi zobudlelwane bokwenza izinto ezingahambelani nemigangatho yayo.

Ukuqala inkqubo, u-Etsy ubambe ingqungquthela yoMveliso we-Re-Imagine Manufacturing ka-Oktobha odlulileyo oye wazisa abavelisi abancinci, abenzi bomgaqo-nkqubo kunye namalungu e-Etsy kunye "ukubona imodeli entsha yokuvelisa uxanduva kubathengisi be-Etsy." Ukuza kuthi ga ngoku, uEtsy wazama ukususa ibala elibi elinxulunyaniswa nokusetyenziswa kwabavelisi ngokukhumbuza amalungu ukuba abavelisi abaninzi abanto yanto ngaphandle kwamashishini asekuhlaleni axhotyiselwe ngcono ukulungelelanisa amacandelo athile emveliso, ukusuka kwiivenkile zokusika-kunye-zokuthunga ukuya kubashicileli. kubakhandi bezacholo.

Intengiso yokuziva ilungile ecaleni, ukungeniswa kwabavelisi kubonakala ngathi kufana ne-anattempt byEtsy yokukhulisa umgca wayo osezantsi ngokwenza ikhonkco elibuthathaka lengxelo yengeniso--ingeniso yemarike, okanye isabelo sika-Etsy sengeniso yabathengisi. Ngelixa iindaba ezimnandi kubatyali-zimali, esi sicwangciso sibeka emngciphekweni ukwahlukanisa amalungu angundoqo weshishini lawo.

“Ekugqibeleni oku kunokuba kukuwa kuka-Etsy,” utshilo uLuria. "Ngelixa inokunceda ukukhula kwikota okanye ezimbini, ekugqibeleni abathengisi baya kudinwa yi-Etsy, ngakumbi ngokhetho lwe-Handmade eAmazon, oluya kuthengisa izinto ezenziwe ngesandla kuphela ngaphandle kokhuphiswano lwabavelisi. Sisicwangciso esijolise kwixesha elifutshane kakhulu esiya kuthi sincame uphawu abanalo lokuba yindawo yokuthengisela izinto ezenziwe ngezandla." Kwikota ephele nge-30 kaJuni ka-2015, ingeniso yemarike ye-Etsy inyuke nge-23% ukuya kwi-30.5 yezigidi zeedola ukusuka kwikota enye ka-2014. , ngelixa ingeniso evela kwiinkonzo zabathengisi (imali eyongezelelweyo yoluhlu oluphakanyisiweyo, ukulungiswa kwentlawulo kunye nokuthengwa kweelebhile zokuthumela) inyuke i-79% ukusuka kwikota yesibini ye-2014 ukuya kwi-30.0 yezigidi zeedola.

Nangona ukukhula kwengeniso yeenkonzo zomthengisi kubonakala kulungile ephepheni, kunzima ukubona indlela u-Etsy anokuyigcina ngayo imveliso yamalungu ayo ayithengisi. Ke ngokuvumela ukusetyenziswa kwabavelisi, i-Etsy inokukhulisa ingeniso yemarike ngokwandisa nje umthamo wentengiso. (U-Etsy ufumana i-3.5% yokucuthwa kweentengiso ezenziwe ngamalungu.) Ke ukugcina abaninizabelo kunye namalungu exolile, u-Etsy uthatha inyathelo elilumkileyo ekuveliseni ingeniso ngelixa esazama ukugcina inkcubeko yakhe ekhethekileyo. Kukungcakaza inkampani ayinakukwazi ukuphulukana nayo.