Ingabe I-Etsy Manufacturing izothuthukisa Umugqa Wayo Osezansi Noma Kwehle Ubuqotho Bayo Bobuciko?

I-NEW YORK ( TheStreet ) -- Kusukela i-Etsy ETSY Thola Umbiko ) yaphuma esidlangalaleni ngo-Ephreli odlule, intengo yayo yesitoko isicishe yehla eweni, ilahlekelwe cishe okuphindwe kabili kwezintathu inani layo futhi iyenza i-IPO esebenza kabi kakhulu kulo nyaka.

Ehlushwa ukukhuphuka kwenani ledola, izindleko zokumaketha ezikhulayo kanye nokwehla kwemali engenayo evela ekuthengisweni komkhiqizo, u-Etsy ubike ukulahlekelwa okuphelele kwezinyanga eziyisithupha zokuqala zika-2015 kwezigidi ezingu-42.9 zamaRandi, okukhuphuke ngo-1,088% kusukela esikhathini esifanayo sika-2014.

Ukuze uthole imali eyengeziwe ngokudayiswa komkhiqizo, ngoMsombuluko inkampani yethule ngokusemthethweni i-Etsy Manufacturing, ukuchezuka kunqubomgomo yayo yokuveza imikhiqizo "eyenziwe ngesandla". Isevisi ibhangqa abathengisi be-Etsy nabakhiqizi be-Etsy-vetted emzamweni wokusiza abenzi bemisebenzi yezandla ekukhuliseni amabhizinisi abo kuyilapho besanamathela ezimisweni eziqondisayo zika-Etsy zokuvumela "umbhali, umthwalo wemfanelo kanye nokuba sobala." Isinqumo sokuvumela ama-madullifiedditems sibeka i-Etsy esimweni esingathandeki njengoba izama ukugcina umugqa omuhle kakhulu phakathi kokugcina ubuqotho bayo bezandla kanye nokuhlinzeka ngokukhula kwemali engenayo okuzokwanelisa abaninimasheya. Ngesikhathi esifanayo, u-Etsy udinga ukuvimbela ukuncintisana kwe-Amazon AMZN ), ehlela ukwethula i-Handmade e-Amazon, isitolo esisha lapho abadwebi abamenyiwe bangathengisa izinto zabo ezenziwe ngezandla.

Ngokuzivumelanisa nezimakethe ezishintshayo, u-Etsy unethemba lokuhlala kumdlalo we-e-commerce, kunokuba engcupheni yokuba nje enye Ingosi ye-Kitschy ethengisa amakhekhe omshado engwejeje agxishiwe.

Eminyakeni emibili edlule, u-Etsy waqala ukuvumela ukusebenzisana phakathi kwabathengisi nabakhiqizi ngecala ngalinye, okuholele ebudlelwaneni be-7,853 kuze kube manje, ngokusho kuka-Etsy. Ukuphumelela kwalokhu kubambisana kukhuthaze inkampani ukuthi inwebeke ohlelweni olusemthethweni.

Ngethemba lokuthulisa noma yikuphi ukugxekwa kokukhishwa kwemisebenzi ezimakethe zabasebenzi ezishibhile phesheya kwezilwandle, iphawula ukuthi u-85% walabo bakhiqizi bemikhiqizo basezweni elifanayo nomklami wemikhiqizo yabo.

"Lokhu [kuye] kwanciphisa uhlobo lwabo, ikakhulukazi kumalungu abo, kodwa kusize inkampani ukuthi ikhule eminyakeni embalwa edlule," kusho umhlaziyi we-Wedbush uGil Luria.

Kodwa uhlelo alunabo abalugxekayo, cishe bonke abavela phakathi komphakathi wakwa-Etsy.

Yasungulwa ngo-2005 ngomgomo wokuthengisa izinto ezenziwe ngezandla kuphela kanye nokubalekela ukukhiqizwa okungenasici, i-Etsy isikhule yaba ngamalungu ayizigidi ezingu-1.5 athengisa imikhiqizo eyizigidi ezingu-32 ehlukene kusukela kubucwebe bezandla kuye kwezilenga zakudala. Kodwa ngokuvumela abathengisi ukuthi bakhiqize ngobuningi, amanye amalungu e-Etsy esaba ukuthi ngeke nje isiza silahlekelwe “imakethe yabalimi” esikhangayo, kodwa izinto ezishibhile, ezikhiqizwe ngobuningi zizodayisa imikhiqizo eyenziwe ngezandla eqhathanisekayo.

Ukuqinisekisa amalungu ukuthi inkampani ngeke ilahlekelwe ukuhluka kwayo kwezobuciko, u-Etsy uthi lolu hlelo luhloselwe ukusiza amabhizinisi amancane "aqale, akhule futhi ajabulele ibhizinisi lawo lokudala ngokwemibandela yawo" kuyilapho ngesikhathi esifanayo enikeza amathuba kubakhiqizi abancane abaye ubuhlungu ngokukhiqizwa okuthuthela phesheya.

I-Etsy kufanele futhi igunyaze noma yikuphi ukubambisana kwezokukhiqiza okuqalwa ngamalungu, iqinisekise ukuthi ubambiswano luhlangabezana "nezimiso zezimiso ezilindelwe" ezihlanganisa amazinga anjengezimo zokusebenza ezinobuntu, umthelela omncane wendawo, kanye nokuzimisela ukuba sobala mayelana nezinqubo zokukhiqiza. Inkampani ithi yenqaba cishe u-40% wezicelo zabathengisi zokubambisana kwezokukhiqiza ezingahlangabezani namazinga ayo.

Ukuze uqalise inqubo, u-Etsy usingathe ingqungquthela Yokukhiqiza kabusha Cabanga Ngo-Okthoba odlule eyahlanganisa abakhiqizi abancane, abenzi bezinqubomgomo namalungu e-Etsy ukuze "babone ngeso lengqondo imodeli entsha yokukhiqiza okunomthwalo wemfanelo kubathengisi be-Etsy." Ukuze kufezeke lokho, u-Etsy uzame ukususa isigcwagcwa esibi esihlobene nokusetshenziswa kwabakhiqizi ngokukhumbuza amalungu ukuthi abakhiqizi abaningi abalutho ngaphandle kwamabhizinisi endawo akuhlomele kangcono ukwenza lula izingxenye ezithile zokukhiqiza, kusukela ezitolo zokusika nokuthunga kuya kumaphrinta. kubakhangisi bobucwebe.

Ukuzizwa kukuhle kokuthengisa eceleni, ukwethulwa kwabakhiqizi kubonakala kufana ne-anattempt byEtsy yokuthuthukisa umugqa wayo oyinhloko ngokuhlanganisa isixhumanisi esibuthakathaka sesitatimende semali engenayo -- imali engenayo yemakethe, noma isabelo sika-Etsy semali engenayo yabathengisi. Yize kungaba yizindaba ezinhle kubatshalizimali, leli su libeka engcupheni yokuhlukanisa amalungu angumnyombo webhizinisi lalo.

"Lokhu ekugcineni kungaba ukuwa kuka-Etsy," kusho uLuria. “Nakuba kungasiza ukukhula kwekota noma ezimbili, ekugcineni abathengisi bazokhathala yi-Etsy, ikakhulukazi ngokukhethwa kwe-Handmade e-Amazon, ezothengisa izinto ezenziwe ngezandla kuphela ngaphandle kokuncintisana kwabakhiqizi. Kuyisu lesikhathi esifushane eligxile kakhulu elizodela uphawu abanalo lokuba indawo yokudayisa izinto ezenziwe ngezandla." Ikota ephele ngomhla ka-30 Juni 2015, imali engenayo yasemakethe yakwa-Etsy inyuke ngo-23% yaya ku-$30.5 wezigidi ukusuka kwikota efanayo yango-2014. , kuyilapho imali engenayo evela ezinsizeni zabathengisi (izimali ezengeziwe zokufakwa kuhlu okuphromothiwe, ukucubungula izinkokhelo nokuthengwa kwamalebula okuthutha) inyuke ngo-79% isuka kwikota yesibili ka-2014 yaya ku-$30.0 wezigidi.

Nakuba ukukhula kwemali engenayo yezinsizakalo zabathengisi kubukeka kukuhle ephepheni, kunzima ukubona ukuthi i-Etsy ingayisekela kanjani uma imikhiqizo yamalungu ayo ingadayisi. Ngakho ngokuvumela ukusetshenziswa kwabakhiqizi, i-Etsy ingakhulisa imali engenayo yasemakethe ngokumane ikhulise umthamo wokuthengisa. (U-Etsy uthola ukuncishiswa okungu-3.5% kokuthengisiwe okwenziwe ngamalungu.) Ngakho ukuze kugcinwe abaninimasheya namalungu bezolile, u-Etsy uthatha isinyathelo sokuqapha ekukhiqizeni imali kuyilapho esazama ukugcina isiko lakhe eliyingqayizivele. Kungukugembula inkampani engeke ikwazi ukukukhokhela.