Wararka - Amazon 'Waxay Qabsataa' Temu iyo SHEIN Isticmaalayaasha, Iyagoo Ka Faa'iidaysanaya Koox Iibisa Shiinees ah

Dhibaatada Temu ee Mareykanka
Sida laga soo xigtay xogtii ugu dambeysay ee ka soo baxday shirkadda falanqaynta macaamiisha ee Consumer Edge, laga bilaabo usbuuca ku eg Maajo 11, kharashka ku baxaya SHEIN iyo Temu ayaa hoos u dhacay in ka badan 10% iyo 20% siday u kala horreeyaan.
Hoos u dhacan xooggan ma ahayn mid aan digniin lahayn. Similarweb waxay xustay in taraafikada labada goobood ay si joogto ah hoos ugu dhacday ka dib markii siyaasadda canshuuraha lagu dhawaaqay bishii Abriil.
Iyadoo la falanqeynayo sababaha, siyaasadda canshuurtu waxay si toos ah u kordhisay kharashyada hawlgalka. Inkasta oo labada shirkadoodba ay si kooban isugu dayeen inay kharashaadka u gudbiyaan kororka qiimaha, haddana si dhakhso ah ayay uga noqdeen go'aannadaas si looga fogaado khasaare dheeraad ah oo soo gaara macaamiisha.
Falanqeeyayaasha shabakadda isku midka ah ayaa tilmaamay in kobaca labada shirkadood uu durba si weyn hoos ugu dhacay rubuci hore ee 2025, laakiin shoogga canshuurta ayaa noqday cawskii ugu dambeeyay ee jabiyay dhabarka geela.
Xogtu waxay muujinaysaa in ka dib markii lagu dhawaaqay siyaasadda canshuuraha, qaababka wax iibsiga macaamiisha ayaa si degdeg ah isu beddelay. Goobaha ganacsiga elektaroonigga ah sida TikTok Shop iyo Dhgate waxay la kulmeen koror muddo gaaban ah oo ku yimid isticmaalka, halka goobaha la aasaasay sida SHEIN iyo Temu ay la kulmeen isbeddello qaab-dhismeed oo muddo dheer ah.
Ben Parkes, oo ah falanqeeye la-talin tafaariiqeed oo ka tirsan Similarweb, ayaa faallo ka bixiyay, "Suuqa Mareykanka waxaa loo qorsheeyay in dib loo habeeyo, heerarka isticmaalka ee SHEIN iyo Temu-na uma badna inay dib ugu soo kabtaan heerkii ugu sarreeyay ee hore."
Xaaladdan oo kale, Amazon waxay noqotay ka faa'iideysiga ugu weyn ee isbeddelka isticmaalka moodada degdega ah. Parkes wuxuu xusay, "Iibiyaasha dharka ee hadda ku jira madal Amazon waxay la kulmayaan kobac aad u weyn iyagoo xoojinaya qaab-dhismeedka qaybtooda."
Faa'iidada Iibiyeyaasha Amazon
Xogta khuseysa waxay muujinaysaa in qaybta dharka dumarka ee Amazon ay kor u kacday in ka badan 26% lixdii bilood ee la soo dhaafay, iyadoo saddex ka mid ah shanta nooc ee ugu sarreeya ay yihiin iibiyayaal dhinac saddexaad ah oo Shiinees ah oo adeegsanaya shabakadda saadka ee Amazon. Intaa waxaa dheer, 92% dharka dumarka ee ku jira madal Amazon waxay ka yimaadaan iibiyayaal dhinac saddexaad ah.
Dukaamadani guud ahaan waxay isticmaalaan Amazon FBA logistics, taas oo ka caawisa inay ka fogaadaan khataraha canshuuraha iyagoo hubinaya in si degdeg ah loo keeno.
Tusaale ahaan, nooc dharka dumarka ah oo ka yimid Shenzhen, oo markii hore isku mar lagu iibin jiray SHEIN iyo Temu, ayaa u wareegay Amazon FBA sababtoo ah saameynta canshuurta awgeed.
"In kasta oo kharashka hawlgalka uu kordhay ka dib markii uu ku biiray Amazon, haddana mustaqbalka fog, waxay faa'iido badan u leedahay horumarinta mustaqbalka ee shirkadda," ayuu yiri wakiilka shirkadda.
Shirkad is-dhexgal ganacsi iyo warshadeed oo ka socota Hangzhou ayaa sidoo kale sheegtay in ka dib markii ay u wareegeen qaabka FBA, faa'iidada guud ee dhabta ah aysan si weyn u saameyn. Waqtigan xaadirka ah, summaddoodu waxay ka mid tahay labaatanka ugu sarreeya dharka dumarka, iyadoo tirada rarista maalinlaha ah ay dhaaftay kun shay.
Si kastaba ha ahaatee, qaar ka mid ah iibiyayaasha qaybta dharka ayaa muujiyay aragtiyo kala duwan oo ku saabsan qulqulka degdegga ah ee taraafikada. Shirkado badan oo dharka iibiya ayaa bilaabay inay si weyn u galaan Amazon ka dib markii ay arkeen fursadda, taas oo u badan tahay inay kicin doonto dagaal kale oo qiimo ah oo ku yimaada qaybta dharka dumarka ee horeba u tartansanayd, taasoo sii xoojinaysa faa'iidada iibiyeyaasha la xiriira.
Taas bedelkeeda, qaybta dharka ragga ayaa soo bandhigaysa sawir ka duwan - kororkeedii lix bilood gudahood wuxuu ahaa 4% oo keliya, iyadoo aan jirin wax iibiyayaal Shiinees ah oo ka mid ah noocyada ugu sarreeya, iyo iibiyayaasha dhinac saddexaad oo ah 57%. Parkes ayaa raaciyay, "Dhinaca muddada dheer ma cadda, laakiin isticmaalka dharka haweenka ayaa si cad ugu wareegaya Amazon."
Amazon si cad ayay u dareentay fursadda. Waxay ku dhawaaqday kordhinta Maalinta Koowaad laga bilaabo laba maalmood ilaa afar maalmood, taasoo loo arkay shaqo joojin sax ah xilligii daciifka ahaa ee moodada dhaqsaha badan. Iibiye aan la garanayn oo Amazon ah oo dhinac saddexaad ah ayaa shaaca ka qaaday in madalku si firfircoon u shaqaaleysiinayso iibiyeyaasha xuduudaha ka gudba ee leh khibrad moodada degdega ah iyo bixinta siyaasadaha taageerada taraafikada.
Dadka gudaha warshadaha ku jira ayaa falanqeeya in Amazon ay higsaneyso inay qabato saamiga suuqa inta lagu jiro xilliga nugul ee SHEIN iyo Temu.
Si kastaba ha ahaatee, faa'iidooyinka suuqa laguma koobin Amazon oo keliya. Xogta Consumer Edge waxay muujinaysaa in noocyada moodada degdega ah sida ASOS iyo Zara ay sidoo kale ka faa'iideysteen isbeddelka kharashaadka ee isticmaalayaashii hore ee SHEIN/Temu.
Intaa waxaa dheer, tafaariiqleyaasha qiimo jaban sida Ollie's Bargain Outlet, noocyada ciyaaraha sida Columbia iyo Foot Locker, dukaamada waaweyn sida Bloomingdale's iyo Nordstrom Rack, iyo sidoo kale noocyada dharka dhalinyarada sida Aeropostale iyo American Eagle ayaa dhammaantood arkay kobaca saamiyada.
Ballaarinta Ka Baxsan Mareykanka
Iyagoo wajahaya xaaladdooda adag, SHEIN iyo Temu ma aysan dooran inay iska fadhiistaan.
Parkes waxay saadaalineysaa in shirkadaha sida Temu ay bilaabi doonaan horumarinta silsiladaha sahayda maxalliga ah ee Mareykanka: "Isbeddelka ugu weyn ee warshadaha moodada Mareykanka wuxuu ku jiraa silsiladda sahayda. Markii hore, waxay ku tiirsanaayeen siyaasadda ugu hooseysa ee de minimis si ay ugu raraan baakado yaryar, laakiin qaabkani hadda wuxuu wajahayaa caqabado." Markii Temu ay dib uga laabatay qorshaheeda kordhinta qiimaha canshuurta, waxay sheegtay inay nuugi doonto kharashyada iyadoo u wareegaysa qaab fulineed oo maxalli ah.
Dhanka kale, labada gooboodba waxay u weecin karaan miisaaniyadooda suuqgeynta suuqyada ka baxsan US Consumer Edge xogta waxay muujineysaa in saddexdii toddobaad ee ugu horreeyay bishii Maajo, iibka Temu ee Midowga Yurub uu kor u kacay in ka badan 60%, marka la barbar dhigo koror dhan 40-50% bishii Maarso iyo Abriil.
Dal ahaan, Faransiiska wuxuu arkay kobaca ugu dhaqsaha badan (in ka badan 100% bishiiba bishii Maajo), taasoo u badan tahay inay la xiriirto kororka xayaysiinta maxalliga ah. Iibka SHEIN ee Midowga Yurub wuxuu kordhay ku dhawaad 20% bishii Maajo (marka la barbar dhigo lambarrada labanlaabka ah ee hooseeya bishii Abriil), iyadoo suuqa UK uu muujiyay koror sanadle ah oo ku dhow 50%.
Falanqeeyayaashu waxay tilmaameen, "Labada shirkadoodba waxay si firfircoon u horumarinayaan kala duwanaanshaha gobolka, laga yaabee inay u diyaar garoobaan xiisadda ganacsiga ee sii kordheysa. Isbeddelladan kobaca ayaa laga yaabaa inay sii socdaan ama xitaa ay sii kordhaan, laakiin ugu dambeyntii waxay ku xiran yihiin jawiga sharci ee Yurub."
Si kastaba ha ahaatee, waxay ku nuuxnuuxsadeen, "Mareykanku wuxuu weli yahay suuqa ugu muhiimsan. Kobaca Yurub ma dabooli karo hoos u dhaca Mareykanka; xaaladda guud ahaan uma wanaagsana iyaga."
Adeeggayaga ugu muhiimsan:
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