Riaan
i-Hong Kong
CNN
–
Inkundla entsha yokuthenga ku-inthanethi exhunywe komunye wabathengisi abaphambili baseChina isiphenduke uhlelo lokusebenza olulandwa kakhulu e-United States, idlula i-Amazon ne-Walmart. Manje isibheke ukwenza imali ngokuvela esiteji esikhulu kunazo zonke eMelika.
UTemu, umdayisi osebenza ku-inthanethi ozinze eBoston owabelana ngomnikazi ofanayo nesikhondlakhondla sezentengiselwano saseShayina u-Pinduoduo, wenze i-Super Bowl yakhe yokuqala ngeSonto.
UTemu, onesitolo esikhulu esiku-inthanethi sayo yonke into – kusukela ezimpahleni zasekhaya kuye kwezimpahla zikagesi – wembule ukuthengisa phakathi nomdlalo owakhuthaza abathengi ukuthi “bathenge njengosozigidi.”
Iphimbo? Akumele ube munye.
“Ngesigaba esikhulu kunazo zonke ngangokunokwenzeka, sifuna ukwabelana nabathengi bethu ukuthi bangathenga ngokukhululeka ngenxa yentengo esiyinikezayo,” kusho okhulumela uTemu esitatimendeni se-CNN.
Indawo yamasekhondi angu-30 ibonisa isiphakamiso senkampani kubasebenzisi: Uzizwa sengathi uchitha imali ngokuthenga izinto eziningi ngentengo ephansi. I-swimsuit yowesifazane kuTemu kubiza nje u-$6.50, kuyilapho a ama-earphones angenantambo ingathengiswa 8.50 US dollar. Isilungisi samashiya kubiza amasenti angama-90.
Lezi zintengo eziphansi ngokumangazayo – ngezindinganiso zaseNtshonalanga, okungenani – ziqhathanise noShein, imfashini yaseShayina esheshayo iqala lokho kuphinde kunikeze ngokukhethwa okubanzi kwezimpahla zokugqoka ezingabizi nezasekhaya, futhi kungene kakhulu ezimakethe ezihlanganisa ne-United States.
UShein uthathwa njengomunye wezimbangi zikaTemu, kanye nomthengisi wesaphulelo ose-US Wish kanye ne-Alibaba’s AliExpress, ngokusho kweCoresight Research.
I-Temu, ebizwa ngokuthi “tee-moo,” yethulwa ngonyaka odlule yi-PDD, inkampani yayo yabazali esohlwini lwase-US eyayaziwa ngePinduoduo. Inkampani ngokusemthethweni yashintsha igama layo kule nyanga nje.
Inkampani engaphansi kwePDD i-Pinduoduo ingenye yezinkundla ze-e-commerce ezaziwa kakhulu e-China enabasebenzisi abacishe babe yizigidi ezingama-900. It lenza igama layo ngemodeli yebhizinisi lokuthenga iqembu, okuvumela abantu ukuthi bonge imali ngokucela abangani ukuthi bathenge into efanayo ngobuningi.
Kuwo iwebhusayithii-Temu ithi isebenzisa “inethiwekhi enkulu nejulile yenkampani yayo engumzali … eyakhelwe eminyakeni edlule ukuze inikeze uhla olubanzi lwemikhiqizo yekhwalithi ethengekayo.”
Kusukela laphuma ngoSepthemba, uhlelo lokusebenza selandwe izikhathi eziyizigidi ezingu-24, luhlanganisa abasebenzisi abasebenzayo abangaphezu kwezigidi ezingu-11, ngokusho kweSensor Tower.
Ngekota yesine yonyaka odlule, ukufakwa kwezinhlelo zokusebenza zase-US ze-Temu kudlule lokho kwe-Amazon
(AMZN)Walmart
(WMT) kanye neThagethi
(TGT)ngokusho kuka-Abe Yousef, umhlaziyi wemininingwane ephezulu enkampanini yokuhlaziya i-Sensor Tower.
Ukwaneliseka kwamakhasimende e-Amazon kuyehla. Nasi isizathu
“UTemu ukhuphukele phezulu kuwo womabili amashadi esitolo sezinhlelo zokusebenza zaseMelika ngoNovemba, lapho uhlelo lokusebenza lusabambe isikhundla esiphezulu manje,” utshele i-CNN, ebhekise ezitolo zezinhlelo zokusebenza zeselula ze-iOS ne-Android.
U-Yousef uthe inkampani ibe yimpumelelo ikakhulukazi ekutholeni abasebenzisi abasha ngokunikeza amanani aphansi kakhulu namadili angaphakathi nohlelo, njengesaphulelo esingu-89% ezintweni ezithile.
Inkampani isivele ibheke indawo entsha. Kule nyanga, uTemu ukusho kuTwitter ukuthi izinhlelo zokwandisa eCanada.
UMichael Felice, onguzakwethu enkampanini yabaphathi i-Kearney, uthe uTemu wagqama ngokudayisa imikhiqizo ngaphandle kokumaketha okuphezulu.
“U-Temu kungenzeka udalula indawo emhlophe emakethe lapho imikhiqizo ibikhiqiza khona ngezindleko eziphansi kakhulu, futhi eceleni kwe-value chain kube nezindleko ezikhukhumezayo ezidluliselwe kumajini,” etshela i-CNN.
“Lokho sekushiwo, abathengi baseMelika bangase bangakulungeli ngisho nokwamukela amanye alawa maphuzu amanani … Kuhlezi kunombuzo, ‘ingabe kushibhile kakhulu ukuba kuhle?’
UDeborah Weinswig, oyi-CEO ye-Coresight Research, uxwayise ngokuthi kungase kusesekuseni kakhulu ukusho ukuthi uTemu uzokwazi yini ukugcina lawo manani aphansi kakhulu, ukuthunyelwa kwamahhala nezinye izinzuzo.
“I-Temu ihlose ukuqhubeka nokuzama ukumaketha kanye neminikelo, okungenzeka ngenxa yenkampani yayo yabazali ecebile ngezinsiza,” ebhala embikweni.
Ukwethulwa kwayo, uthe, “kuza ngesikhathi esifanele, njengoba abathengi befuna inzuzo phakathi nokwehla kwamandla emali okusakhuphukile kanye nezinga elithile lokungaqiniseki kwezomnotho.”
