Inkinga kaTemu e-US
Ngokusho kwedatha yakamuva evela enkampanini yokuhlaziya abathengi i-Consumer Edge, kusukela ngesonto eliphela ngoMeyi 11, ukusetshenziswa kwemali ku-SHEIN kanye ne-Temu kwehle ngaphezu kuka-10% kanye no-20% ngokulandelana.
Lokhu kwehla okukhulu bekungengenxa yesixwayiso. I-Similarweb yaphawula ukuthi ithrafikhi kuzo zombili izinkundla yaqala ukwehla kancane kancane ngemva kokumenyezelwa kwenqubomgomo yentela ngo-Ephreli.
Uma kubhekwa izizathu, inqubomgomo yentela yandisa ngqo izindleko zokusebenza. Nakuba zombili izinkampani zazama ukudlulisa izindleko okwesikhashana ngokukhushulwa kwentengo, zasheshe zahoxisa lezo zinqumo ukuze zigweme ukulahlekelwa abathengi okwengeziwe.
Abahlaziyi be-Similarweb baveze ukuthi ukukhula kwezinkampani zombili kwase kwehle kakhulu kwikota yokuqala ka-2025, kodwa ukushaqeka kwentela kwaba yinto yokugcina eyaphula umgogodla wenkampani.
Idatha ikhombisa ukuthi ngemva kokumenyezelwa kwenqubomgomo yentela, amaphethini okuthenga kwabathengi ashintshe ngokushesha. Amapulatifomu e-e-commerce afana ne-TikTok Shop kanye ne-Dhgate abhekane nokwanda kokusetshenziswa kwesikhathi esifushane, kuyilapho amapulatifomu asunguliwe afana ne-SHEIN kanye ne-Temu abhekene nezinguquko zesakhiwo zesikhathi eside.
UBen Parkes, umhlaziyi wezeluleko zokuthengisa kwaSimilerarweb, uphawule wathi, “Imakethe yase-US ikulungele ukushintshashintsha, futhi amazinga okusetshenziswa kwe-SHEIN ne-Temu cishe ngeke abuyele ezingeni eliphezulu langaphambilini.”
Kulesi simo, i-Amazon ibe ngumzuzi omkhulu woshintsho ekusetshenzisweni kwemfashini okusheshayo. UParkes waphawula, “Abathengisi bezingubo abakhona epulatifomu ye-Amazon babhekene nokukhula okukhulu njengoba beqinisa ukwakheka kwesigaba sabo.”
Inzuzo Yabathengisi be-Amazon
Idatha efanele ikhombisa ukuthi isigaba sezingubo zabesifazane ze-Amazon sikhule ngamaphesenti angaphezu kuka-26 ezinyangeni eziyisithupha ezedlule, kanti ezintathu kwezinhlanu eziphezulu zingabathengisi bezinkampani zangaphandle baseShayina abasebenzisa inethiwekhi yezokuthutha ye-Amazon. Ngaphezu kwalokho, ama-92% ezingubo zabesifazane epulatifomu ye-Amazon avela kubathengisi bezinkampani zangaphandle.
Lezi zitolo ngokuvamile zisebenzisa i-Amazon FBA logistics, ezisiza ekugwemeni izingozi zentela ngenkathi ziqinisekisa ukulethwa ngesikhathi.
Isibonelo, uhlobo lwezingubo zabesifazane oluvela eShenzhen, olwaluthengiswa ngesikhathi esisodwa ku-SHEIN naseTemu, lwashintshela ku-Amazon FBA ngenxa yomthelela wentela.
“Nakuba izindleko zokusebenza zikhuphuke ngemuva kokujoyina i-Amazon, ngokuhamba kwesikhathi, kuzuzisa kakhulu intuthuko yesikhathi esizayo yomkhiqizo,” kusho ummeleli womkhiqizo.
Inkampani yokuhlanganisa ezohwebo nezimboni evela eHangzhou nayo ithe ngemuva kokushintshela kumodeli ye-FBA, inzuzo yabo yangempela ayizange ithinteke kakhulu. Njengamanje, umkhiqizo wabo uphakathi kwamashumi amabili aphezulu ezingutsheni zabesifazane, kanti inani lokuthunyelwa kwansuku zonke lidlula inkulungwane yezinto.
Kodwa-ke, abanye abathengisi bezigaba zezingubo baveze imibono ehlukene ngokungena okungazelelwe kwethrafikhi. Izinkampani eziningi zezingubo seziqalile ukungena ku-Amazon ngobuningi ngemuva kokubona leli thuba, okungenzeka ukuthi lizobangela enye impi yamanani esigabeni sezingubo zabesifazane esivele sincintisana, okuqhubeka nokunciphisa inzuzo kubathengisi abahlobene.
Ngokuphambene nalokho, isigaba sezingubo zabesilisa sinikeza isithombe esihlukile—ukukhula kwaso ezinyangeni eziyisithupha kwakungu-4% kuphela, kungekho bathengisi baseShayina phakathi kwemikhiqizo ephezulu, kanye nabathengisi bezinkampani zangaphandle ababalelwa ku-57%. UParkes wengeze wathi, “Umzila wesikhathi eside awucacile, kodwa ukusetshenziswa kwezingubo zabesifazane kusobala ukuthi kushintshela ku-Amazon.”
I-Amazon izwakalise ngokusobala ukuthi leli thuba likhona. Imemezele ukwelulwa kwe-Prime Day yayo kusukela ezinsukwini ezimbili kuya kwezine, okubonwa njengesiteleka esiqondile phakathi nesikhathi esibuthakathaka semfashini esheshayo. Umthengisi we-Amazon ongaziwa weqembu lesithathu uveze ukuthi ipulatifomu iqasha ngenkuthalo abathengisi abavela kwamanye amazwe abanolwazi lwemfashini esheshayo futhi bahlinzeka ngezinqubomgomo zokusekela ithrafikhi.
Abantu abangaphakathi embonini bahlaziya ukuthi i-Amazon ihlose ukubamba isabelo semakethe ngesikhathi sobuthakathaka be-SHEIN ne-Temu.
Kodwa-ke, izinzuzo zemakethe azizange zilawulwe yi-Amazon kuphela. Idatha ye-Consumer Edge ikhombisa ukuthi imikhiqizo yemfashini esheshayo efana ne-ASOS ne-Zara nayo izuze ekushintsheni kwezindleko kwabasebenzisi be-SHEIN/Temu bangaphambilini.
Ngaphezu kwalokho, abathengisi bezephulelo ezifana ne-Ollie's Bargain Outlet, imikhiqizo yezemidlalo efana ne-Columbia and Foot Locker, izitolo ezinkulu ezifana ne-Bloomingdale's kanye ne-Nordstrom Rack, kanye nemikhiqizo yezingubo zentsha efana ne-Aeropostale kanye ne-American Eagle bonke babone ukukhula kwamasheya.
Ukwandisa Ngaphandle Kwe-US
Bebhekene nesimo sabo esibucayi, uSHEIN noTemu abakhethanga ukuhlala phansi bangenzi lutho.
UParkes ubikezela ukuthi izinkampani ezifana neTemu zizoqala ukuthuthukiswa kwezinkampani zokuthengisa izinto zasendaweni e-US: “Ushintsho olukhulu embonini yemfashini yaseMelika lusezinkampanini zokuthengisa izinto. Ngaphambilini, babethembele enqubweni ephansi kakhulu yokuthumela izinto ngamaphakheji amancane, kodwa lo modeli manje ubhekene nezinselele.” Lapho iTemu ihoxisa uhlelo lwayo lokwenyuka kwentengo yentela, yathi izothatha izindleko ngokushintshela kumodeli yokugcwalisa izinto yasendaweni.
Okwamanje, zombili izinkundla kungenzeka ukuthi ziqondise kabusha isabelomali sazo sokumaketha ezimakethe ezingaphandle kwedatha ye-US Consumer Edge ikhombisa ukuthi emasontweni amathathu okuqala kaMeyi, ukuthengisa kweTemu e-EU kukhuphuke ngaphezu kuka-60%, uma kuqhathaniswa nokwenyuka okungu-40-50% ngoMashi nango-Ephreli.
Ngokwezwe, iFrance ibone ukukhula okusheshayo kakhulu (ngaphezu kuka-100% ngenyanga ngoMeyi), okungenzeka ukuthi kuhlobene nokwanda kokukhangisa kwendawo. Ukuthengisa kwe-SHEIN e-EU kukhule cishe ngo-20% ngoMeyi (uma kuqhathaniswa nezinombolo eziphansi eziphindwe kabili ngo-Ephreli), kanti imakethe yase-UK ikhombisa ukukhula konyaka nonyaka okucishe kube ngu-50%.
Abahlaziyi baveze ukuthi, “Zombili izinkampani zikhuthaza ngenkuthalo ukuhlukahluka kwezifunda, mhlawumbe zilungiselela ukwanda kokungqubuzana kwezohwebo. Lezi zindlela zokukhula zingase ziqhubeke noma zisheshise, kodwa ekugcineni zincike endaweni yokulawula eYurophu.”
Kodwa-ke, bagcizelele ukuthi, “I-US isalokhu iyimakethe eyinhloko. Ukukhula eYurophu akukwazi ukuqeda ukwehla kwe-US; isimo sonke asithembisi kubo.”
Insizakalo yethu eyinhloko:
·Umkhumbi Wasolwandle
·Umkhumbi Wezindiza
·Ukuthunyelwa Kwempahla Okukodwa Okuvela Esitolo Sangaphandle Kwezwe
Siyakwamukela ukubuza ngamanani nathi:
Contact: ivy@szwayota.com.cn
I-Whatsapp：+86 13632646894
Ucingo/Ingxoxo Yethu: +86 17898460377
Isikhathi sokuthunyelwe: Julayi-07-2025
