Impumelelo ka-Etsy Idala Izinkinga Zokwethembeka Nesikali

Kuya ngokuthi ubuza bani, u-Alicia Shaffer, ongumnikazi wesitolo se-Etsy esishisa izikhotha i-Three Bird Nest, uyindaba eyimpumelelo ebalekayo - noma uphawu lwakho konke okungahambanga kahle ngemakethe ye-inthanethi ekhula ngokushesha yezimpahla ezenziwe ngezandla.Ngosizo lwe-up kubathungi bendawo abangama-25 kanye nezithombe ezihehayo, uNksz. U-Shaffer uthatha imali engaphezu kuka-$70,000 ngenyanga emalini etholwayo ngokuthengisa amabhande asekhanda kanye nezifudumezi zemilenze nge-Etsy. Kepha njengoba ibhizinisi lakhe likhula, ugxekwe kabuhlungu ku-inthanethi futhi wasolwa ngokukhiqiza impahla ngobuningi, ngokuthola izimpahla eChina. Abagxeki bambheka njengengozi ku-Etsy's hipster cred. Ingxabano mayelana nokuthi izimpahla zikhiqizwa futhi zidayiswe kanjani esayithini eliziqhenya ngokuzizwa ejabule, ubuqiniso bokwenziwa ngezandla bugcizelela ubuhlungu obukhulayo obushintsha u-Etsy njengoba iqhubekela phambili ekunikeleni umphakathi okungaba yinzuzo enkulu yesitoko. .Mayelana noNkz. UShaffer, uyaziphika izinsolo ebezimxakile ibhizinisi lakhe muva nje kodwa uthi uyakuqonda ukuthi kungani kuqubuke imibuzo ngomthamo wezimpahla azikhiqizayo. Uthi isitolo sakhe sinamathela ngokuqinile eziqondisweni zika-Etsy, okuhlanganisa nokuthi zonke izinto ezisohlwini zenziwe ngesandla noma "zakudala", ngaphandle kokunye okusha okuvumela ukukhiqizwa okugunyaziwe kwangaphandle. "Siyiqembu lezingcweti ze-Etsy ezizinikele ezikwazile ukukhulisa isitolo esincane saba umshini omncane," kusho yena. Kubalandeli bayo abaningi, i-Etsy ingaphezu nje kwemakethe. Bakubheka njengekhambi ekukhiqizweni nasekusetshenzisweni ngobuningi emhlabeni jikelele, kanye nokuma ngokumelene nokumaketha kwezinkampani. Ukuvotela kwabo ubuqiniso nobungcweti obuhle bakudala, kanye nokunye okuhlukile okubonakala kunezimiso zokuthenga ezinkampanini ezinkulu. Futhi kuye kwasiza ekugqugquzeleni imboni ebanzi yezinto, kusukela emashidini kuya kunyama yenkomo, abathi zenziwa ekhaya, ezobuciko noma ezenziwe ngezandla. izinhlu ezingaphezu kwezigidi ezingu-29 zobucwebe ezenziwe ngezandla, izitsha zobumba, amajezi kanye nezinto zobuciko ezizisolayo ngezinye izikhathi. Ibinamalungu ayizigidi ezingama-54 ekupheleni konyaka odlule, isigidi esingu-1.4 kubo sabala into ethengiswayo futhi cishe izigidi ezingama-20 zathenga okungenani okukodwa ngo-2014, ngokusho kwe-I.P.O. prospectus.Nakuba isiza sisalahlekelwa yimali ngenxa yezindleko eziphezulu zokuthuthuka, siyadlondlobala, njengoba ukuthengiswa kwempahla yonke kufinyelele ku-$1.93 billion ngonyaka odlule. Izimali eziqoqwe u-Etsy ezintweni ezisohlwini nezithengiswayo, kanye nasezinkonzweni ezifana nokubekwa okuthuthukisiwe kwezimpahla, zafinyelela ku-$196 million. ngabathengisi abaqavile, babonisa ubunzima benkampani bokulinganisa ukukhula nokugcina ukwethembeka kwe-indie okuqhubekisele phambili ukuthandwa kwayo.Abanye abathengisi bathi bakhathazekile ngokuthi isiza singase sigcwale ama-knockoffs nama-trinkets. Abanye bathi i-ethos eyenziwe ngezandla ka-Etsy ingase ibe nje iqhinga lokumaketha, ivale abathengi abakhangwa enye indawo yesayithi." Amabhizinisi enziwe ngezandla awabi kakhulu, ngencazelo yegama nje," kusho uGrace Dobush, umbhali no-Etsy osenesikhathi eside. umdayisi owanyakazisa amagagasi ngenyanga edlule lapho ethi useqedile ngesiza. "Njengoba u-Etsy eba mkhulu, usefana ne-eBay." U-Etsy wakhula ephrojekthini yokuklama abantu abathathu baseBrooklyn abayithatha ebhodini lezaziso lezobuciko nezobuciko. Ngaleso sikhathi, isigcawu sobuciko be-indie sasisanda kuqala, futhi omunye wabasunguli be-Etsy, uRob Kalin, wayengumbambiqhaza okhuthele, ngokusho kwabajwayele. U-Etsy umemezele kubathengi ukuthi wakha "umnotho omusha" owawuzophinde usungule ukuxhumana komuntu siqu phakathi kwabathengi nabathengisi, futhi wavumela abathengisi bakhe ukuthi bathengise izinto abazenzele bona kuphela. Kodwa njengoba izitolo ziqala, abathengisi baqala ukukhononda ngokuthi umuntu oyedwa akakwazanga ukuhambisana nezikhukhula zama-oda. Isinyathelo esilandelayo esinengqondo, bathi, kungaba ukuthatha utshalomali nokuqasha izisebenzi, noma ukukhiqiza ngaphandle, kodwa ukwenza kanjalo kuzophambana nemithetho ka-Etsy.Noma kunjalo, u-Etsy wanamathela ekuvinjelweni kwakhe - uMnu. U-Kalin wayaziwa njengomuntu ophikisana kakhulu nokululaza - kwaze kwaba sekupheleni kuka-2013, lapho, ngaphansi kwesikhulu esiphezulu esisha, u-Chad Dickerson, isayithi ixegisa lawo mazinga. Ushintsho lwavumela abathengisi ukuthi baqashe abasebenzi noma bakhiphe umkhiqizo kubakhiqizi abancane abahlangabezana nesethi yemibandela yabasebenzi kanye nemvelo. Cishe amaphesenti angama-30 abathengisi ku-Etsy babambe iqhaza emaqenjini okusekela ngo-2014, ngokusho kwe-Etsy's I.P.O. prospectus, futhi sekuvele kunezimo ezingaphezu kuka-5,000 zabathengisi be-Etsy abakhipha umsebenzi wabo wokukhiqiza. Le nkampani ithe amaphesenti angu-6 aqasha usizo olukhokhelwayo ngo-2013, unyaka wakamuva kakhulu lapho izibalo zaba khona. Isibonelo, umgexo obomvu othwelwe abathengisi abahlukahlukene ku-Etsy, onamathegi amanani asukela ku-$7 kuya ku-$15, ungaphinda uthengwe ngesizinda sokukhiqiza saseShayina se-Alibaba.Ngokusho kwe-Alibaba, umgexo wenziwe Ifemu Yezesekeli Zemfashini ye-Yiwu Shegeng, ezinze eningizimu yeShanghai, abathi ingakhipha imigexo efanayo ecishe ibe yizigidi ezingama-80 ngenyanga. UJacky Wang, osohlwini lwesikhulu esiphezulu sale nkampani, akaziphendulanga izicelo zokuthi kuphawulwe ngazo."Kufana nokuba nesitolo sokudla esisezingeni eliphezulu emgwaqeni onemibukiso esezingeni eliphezulu, izitolo zezincwadi nezitolo zekhofi, kanti iMcDonald's noma i-Walmart yakhiwa endaweni engenamuntu. emgwaqweni," kusho u-Diane Marie, umdwebi othengisa ubucwebe bezandla ekhaya lakhe e-La Pointe, Wis., Futhi obize labo ababizwa ngokuthi "abathengisi" ezinkundleni zezingxoxo zika-Etsy. U-Etsy uyawaphenya amacala anjalo, kodwa kungase kufane ukudlala i-whack-a-mole. Abasebenzisi bangahlaba umkhosi othengisa umkhiqizo okwesibili okusolwayo ku-Marketplace Integrity, Trust yesayithi & Ithimba lezokuphepha, kanye no-Etsy baphinde bathi zisebenzisa ama-algorithms ukuthola abathengisi abasolisayo. Kodwa iyavuma ku-prospectus yayo ukuthi ayikwazi ukusekela ngokugcwele izindinganiso zabathengisi bayo kanye nabakhiqizi abasebenza nabo. Abanye abagxeki baye bangabaza ukuthi ingabe sikhona yini isisusa esanele sokuphenya noma ukuvala abathengisi abakhiqiza ithrafikhi enkulu nokuthengisa. Ibhizinisi lika-Shaffer, i-Three Bird Nest liqasha abathungi abangafika kwabangu-25 - omama bendawo njengaye, abasebenza ekhaya noma endaweni yokugcina impahla manje ayiqashile e-Livermore, e-Calif. - ukukhipha izinkulungwane zama-oda ngenyanga. Uqasha umthwebuli wezithombe ukuthi ashuthe izithombe zasendlini zemikhiqizo yakhe, emodelwe umngane. Uthengisa imigexo engenisiwe nezinye izesekeli ezingeniswe kwenye isayithi, i-threebirdnest.com, kodwa uthi ayikho kuleyo mikhiqizo engena endaweni yakhe ye-Etsy.Noma kunjalo, indaba yakhe emasontweni adlule ilethe ukucutshungulwa okukhulu, ngemuva kwengxoxo yakamuva ayinikeze i-Yahoo News. Abanye abagxeki bathole amasokisi ebhuthi kusayithi lika-Alibaba abukeka afana nelesitolo sakhe; UNksz. UShaffer uthe izithombe zakhe zebiwe. Noma kunjalo, njengoba ukuthengisa kuphindeka kabili ngonyaka odlule, isitolo maduze sizoqala ukukhipha ezinye izinto ezikhiqizayo, uNksz. Kusho uShaffer. Ukufakazela u-Etsy ukuthi uzoqhubeka nokuklama amabhande asekhanda kanye nama-legwarmers, kuzodingeka achaze kabanzi ngenqubo yakhe yokukhipha umsebenzi ngezithombe zesinyathelo nesinyathelo futhi agcwalise imibuzo emide.Abanye abathengisi, ngokwandayo abavela ngaphandle kwe-United States, futhi bathi i umehluko phakathi kokwenziwa ngesandla kanye nokukhiqizwa ngobuningi awubukhali njengoba kungase kubonakale. U-Kyoko Bowskill, ophethe isitolo se-Link Collective ku-Etsy, usebenza namaciko azimele ukuze adizayine amaphethini endwangu yokugoqa ye-furoshiki yaseJapane, futhi uthumela ukukhiqizwa kubhizinisi elincane lomndeni ngaphandle kwase-Tokyo eligxile kakhulu ezindleleni zokudaya zendabuko." ukukhiqiza,” kusho uNksz. Bowskill, osethengisa izindwangu ezingama-40 kuye kwezingama-50 ngenyanga ngama- $50 iyinye. "U-Etsy akufanele abe ngomuntu oyedwa owenza izimpahla eyedwa engalali," esho, enezela, "Sakha ibhizinisi eliphumelelayo, kodwa lokho akusho ukuthi sikhiqiza izinto eziningi." U-Etsy wenqabile ukwenza kanjalo. yenza izikhulu zitholakalele inhlolokhono, ecaphuna isikhathi esithule esiholela ekunikeleni kwayo ngesitoko. Ku-I.P.O. ukufaka, nokho, uMnu. U-Dickerson uvumile ukuthi ukhathazekile ngokuthi u-Etsy "unciphisa i-ethos yethu eyenziwe ngezandla" ngokuvumela abathengisi ukuthi basebenze nabakhiqizi."Phela, u-Etsy ubelokhu esebenza njengekhambi ekukhiqizeni abantu abaningi," esho. "Sisakwenza."Noma kunjalo, impumelelo yayo, futhi mhlawumbe nezinkinga zayo, ikhuthaze inqwaba yabazoba ama-Etsy, njenge-Artfire, imakethe esekwe emphakathini yezinto ezenziwe ngezandla. I-Artfire ithole ukudonswa isikhathi eside - ikakhulukazi phakathi kwabathengisi be-Etsy abangeneme, abaqale ukuthuthela kusayithi - kodwa abaningi balezo zihlubuki baba muncu lapho iqala ukukhokhisa imali yanyanga zonke yokusingatha izingosi zesitolo. I-DaWanda, isitolo esiku-inthanethi esizinze e-Germany esidayisa imikhiqizo eyenziwe ngezandla ne-vintage, idumile e-Europe, kodwa ukuthengiswa kwayo kucatshangwa ukuthi kunengxenye nje ye-Etsy's.U-Nicole Burisch, uzakwabo we-Museum of Fine Arts, Houston, ohlelayo. incwadi emayelana nemisebenzi yezandla kanye nomnotho womhlaba nomdwebi waseCanada u-Anthea Black, uthe ukuhlukanisa izinto ezenziwe ngezandla nezikhiqiziwe kuyohlale kuwubuqili. ." Kodwa ukuhlukanisa izinto ezenziwe ngezandla kwezikhiqizwa ngobuningi kuye kwaba nzima ngokwandayo, futhi eqinisweni kuwumehluko ongamanga, wathi, “ngaphandle uma uzimbela ubumba lwakho, weluka indwangu yakho, ufuye ezakho izimvu.