Riaan 
Ngibone izikhangiso eziku-inthanethi ezivela ku-Temu zihloma imikhiqizo efana nezikhindi zebhayisikili ezine-padding enkulu, i-mustachioed troll enekhanda lesikhwama sekhofi nezinto ezingavamile ezifana lokhu $10.79 creepy engadini gnome.
Uma ungakwenzi, sekuyisikhathi sokuthi wazi uTemu noShein, olunye uhlelo lokusebenza lokuthenga oludumile oluvela e-China olufana nomthengisi wezingubo u-H&M osebenzisa ama-steroid.
UThemu angase abe ukukhanya epanini. Kodwa yona kanye noShein baphakathi kwezinto ezintsha zokudayisa ezikuvumela ukuthi uthenge ngokuqondile ezimbonini zaseShayina ekuhwebeni okwenziwa izinkampani zobuchwepheshe zaseShayina. Lena indawo engashiwongo. Lezi zinhlelo zokusebenza zesiShayina ziguqula ukuthenga kwakho noma ngabe uyazisebenzisa noma cha.
UTemu uphethwe yi-PDD Holdings, phambilini ebibizwa ngokuthi i-Pinduoduo, inkampani yokuthenga nge-inthanethi e-China eyaqala njengento efana ne-Groupon plus eBay. I-PDD Holdings inenani lemakethe yamasheya engu-$120 billion – ngaphezu kwenani elihlanganisiwe leFord neGeneral Motors.
I-Pinduoduo yayisebenze kakhulu ezweni lakubo. Kwathi ngoSepthemba, inkampani waqala uThemu njengesizinda sayo sokuqala se-e-commerce emhlabeni jikelele. Kusukela ngoNovemba, i-Temu ibe uhlelo lokusebenza olulandwe kakhulu e-United States ngokusho kweSensor Tower. Inkampani yocwaningo ithe uhlelo lokusebenza lufakwe izikhathi ezingaba yizigidi ezingu-24.
Njengo-Wish, indawo yokuthenga yaseShayina eyayikhona kushisa eminyakeni embalwa edlule, I-Temu inikeza imikhiqizo ethengiswa izimboni noma izindawo zokugcina impahla e-China. Ungacabanga ngoTemu noShein njenge ukukopisha ipulani ye-Amazon, kodwa ngokushesha, ishibhile futhi nge-whimsy. (Izinhlelo zokusebenza zibizwa ngokuthi i-Tee-MOO ne-SHE-in, ngendlela.)
“UTemu noShein baphazamisa imakethe ye-e-commerce eyisicefe yaseMelika ngaphezu kwanoma ubani omunye,” kusho uJuozas Kaziukenas, umsunguli wefemu yocwaningo lwe-e-commerce. Indawo yemakethe Pulse. “Bheka ezinye izinhlelo zokusebenza eziphezulu eziyi-100 – sezineminyaka engu-10 nangaphezulu, futhi yikuphi okujabulisayo ezikwenzile?”
Njengoba kwenzeka ku-Wish, abanye abantu abathenge izinto kuTemu bathenge wakhononda ukuthi imikhiqizo abayithengile ayenziwe kahle noma ilethwe sekwephuzile.
Izinhlangano zezindaba futhi amaqembu ezemvelo baye babika esikhathini esidlule ngezimo ezihlukumezayo ezimbonini ezenza imikhiqizo kaShein nabanye abathengisi. Abanye abathengi bakaShein nabo bathi inkampani ixhuma abantu izingubo ezingasimeme imvelo.
Yini enkulu ngoTemu?
I-Temu ne-Shein yizinkampani zokuthenga zakamuva nezinomsindo kakhulu zaseShayina ongangena empilweni yakho.
Ngokungafani nezinkampani eziningi ze-e-commerce zaseShayina noma izinkampani zohlelo lokusebenza – futhi lokho kufaka phakathi i-PDD nomnikazi we-TikTok i-ByteDance – UTemu noShein banentshisekelo kakhulu kubantu abangaphandle kwe-China. Inhloso yalezi zinhlelo zokusebenza ukuthi abakhiqizi nabathengisi baseShayina badayisele umhlaba wonke. Ezinye izinkampani zokuthenga zaseShayina, okuhlanganisa ne-e-commerce titan Alibaba, azizange ziphumelele ngaphandle kwezwe lakubo.
Imikhiqizo eminingi emashalofini esitolo e-Walmart noma i-Best Buy yenziwa e-China ngabakhiqizi baseMelika noma amaShayina afana ne-Hisense. Inqwaba yabathengisi abathengisa imikhiqizo ku-Amazon e-United States azinze eChina. Kodwa akukaze kwenzeke ukuthi abantu baseMelika abaningi kangaka bathenge imikhiqizo kubakhiqizi baseShayina nangezinhlelo zokusebenza zaseShayina.
Isigaba esilandelayo sokuthenga emhlabeni jikelele
Lesi isiphetho senkathi yokuqala yokuthengisa emhlabeni wonke kanye nesiqalo esingaba khona sento entsha engaziwa empilweni yakho yomthengi.
Sekungamashumi eminyaka, izinkampani ezifana noBlack & Decker, Old Navy kanye ne-Nike bekhiqiza imikhiqizo yabo emazweni afana neChina noma iVietnam. Lezo zimboni cishe zenze amathuluzi kagesi, ama-sweatshirts nezicathulo zeminye imikhiqizo eminingi, futhi.
Kodwa manje ifekthri e-China ingathengisa ekwenzayo ngokuqondile kubathengi abafana nawe. Isebenza ngokwengxenye ngoba sesijwayele ukuthenga izinto ku-Amazon noma ku-Instagram ngaphandle kokunaka ukuthi iyiphi inkampani eyenza umkhiqizo.
Uma amafekthri nabahlinzeki e-China benqamula izitolo nemikhiqizo futhi basithengisela imikhiqizo, lokho kungase kusho ukuthi i-Amazon, i-Walmart, i-Old Navy ne-Black & Decker azisafaneleki.
UTemu ugibele lokho umkhuba wemikhiqizo engenamagama ngokwedlulele. I-TikTok iyakufuna thenga imikhiqizo ngokuqondile kumavidiyo akuhlelo lokusebenza, futhi. Futhi u-Shein wanqoba abathengi abaningi abasebasha abane-savvy social media marketing kanye nezingubo ezihamba phambili. Izitolo zesikhashana zikaShein zine udwebe imigqa emikhulu eSan Antonio futhi kwaqubula izibhakela phakathi São Paulo.
Lesi sigaba esilandelayo sokuthenga emhlabeni wonke sinamandla okuba sihle futhi sibe yingozi kuwe.
Ngokufanayo nokwenzeka ngenkathi i-China iba isizinda sokukhiqiza, lapho izinhlelo zokusebenza zikuthengisela izinto ngokuqondile ezimbonini zase-China, ungathenga imikhiqizo ongase ungakwazi ukuyikhokhela ngenye indlela.
Okubi ukuthi kungenzeka kube khona izilawuli zekhwalithi ezimbalwa uma zingekho izinhlobo zemikhiqizo noma abathengisi abayingxube enedumela labo kulayini. Kuzoba nzima nakakhulu kuwe ukuthi ulungise udoti wokuthenga emcebweni.
Kungenzeka. Siyawa ngaphakathi nangaphandle kothando ngezinto ezintsha zokuthenga ngaso sonke isikhathi.
Izikhangiso ze-Temu’s Super Bowl zezentengiso nezitholakala yonke indawo ziyisu lebhizinisi lokuzenza ukubamba ukunaka kwakho futhi i-Temu inikeza okuthengiswayo kwamahhala kubantu abathumela abangani babo kuhlelo lokusebenza. Lawa maqhinga angasho ukuthi ukuduma kohlelo lokusebenza kuyisimangaliso. Ngifisa futhi ngithenge amathani ezikhangiso ku-Facebook kodwa lapho inciphisa, abantu balahlekelwa isithakazelo.
Abantu baseMelika kufanele bazizwe kanjani ngolunye uhlelo lokusebenza oludumile oluvela e-China?
Osopolitiki baseMelika bakhathazekile ngokuthi iTikTok kungaba umzila kuhulumeni waseChina ukuthi amunce ulwazi ngabantu baseMelika noma asabalalise inkulumo-ze. Ukugxila ku-TikTok kucwebezela phezu kwawo wonke amanye amathonya edijithali aseShayina empilweni yakho.
Amakhompyutha avela e-Lenovo yase-China athengiswa kakhulu e-United States kanti ama-smartphone avela kumikhiqizo yase-China i-Xiaomi ne-Oppo adumile emazweni amaningi angaphandle kwe-America. Umdondoshiya wezobuchwepheshe waseShayina u-Tencent ungemuva kwemidlalo yevidiyo efana ne-League of Legends. UShein uyinto eyenzeka ngaphakathi IBrazil, Mexico, izingxenye ze-Europe kanye ne-United States. UThemu uyashisa.
Angisho ukuthi kufanele ukhathazeke ngabo bonke ubuchwepheshe obuvela eChina. Kodwa ukunaka kwe-TikTok kushiye ngaphandle umbuzo omkhulu mayelana nokuthi yini esifuna ukuyenza mayelana nobuchwepheshe obuvela e-China obusezindlini nasemaphaketheni enu njengamanje – nokuthi yini engase ilandele.
UShein noTemu ngeke kube ubuchwepheshe bokugcina bokuthenga ukukuxhumanisa ngqo nezimboni zaseShayina. Imoto kagesi eyenziwe ngamaShayina ubuchwepheshe noma izimoto beza eMelika.
Asizange sibe nengxoxo eqotho mayelana nokuthi singawudweba kuphi umugqa phakathi kokuvikela ezokuphepha zaseMelika kanye nokusivikela ekusungulweni okuwusizo okungaveli kuleli zwe.
Lesi esinye isikhathi sokukuxwayisa kunanoma yimuphi umkhiqizo owubona ku-inthanethi ungaba udoti noma umkhonyovu.
Noma inguqulo egcwele yengilazi: Noma yimuphi umkhiqizo owubona ku-inthanethi ungase ube yithuba lokuthola okuningi kokuthile okuthandayo. I-Internet! Iqukethe izixuku.
Uzakwethu uHeather Kelly wahlanganisa a isiqondiso sokugwema ukuwela ngemikhiqizo okungesiyo le nto abathi iyikho, noma uthenga ku-Temu, Amazon, Walmart, Google noma Instagram. Phakathi kwamasu akhe ukufunda ukuskena ukubuyekezwa kwamakhasimende aku-inthanethi njengochwepheshe ongabazi.
Naka izibuyekezo ezihlabayo, ezingase zibe nolwazi oluningi kunalezo ezikhazimulayo. Futhi bheka idethi yokubuyekeza okudala kakhulu ukuze ubone ukuthi umkhiqizo owubhekile uthole yini inombolo enkulu yezibuyekezo ngokushesha okungajwayelekile. Lokho kungase kube ifulegi elibomvu.
Manje ungitshela ngamaqhinga AKHO okuthenga ahlakaniphile nge-imeyili noma leli fomu. Singase sibonise iseluleko sakho kuhlelo oluzayo lwe-Tech Friend.
