Ngā Pūrongo - Ka 'Kapohia' e Amazon ngā Kaiwhakamahi o Temu me SHEIN, ā, ka Whai Hua he Rōpū Kaihoko Hainamana

Te raruraru o Temu i te US
E ai ki ngā raraunga hou mai i te kamupene tātari kaihoko a Consumer Edge, tae noa ki te wiki i mutu i te 11 o Mei, kua heke te whakapaunga ki a SHEIN me Temu mā te 10% me te 20%.
Kāore i kore he whakatūpato mō tēnei hekenga nui. I kite a Similarweb i tīmata te heke haere o te haere o ngā tāngata ki ngā papaaho e rua i muri i te panuitanga o te kaupapa here utu i te marama o Āperira.
I te ruku hohonu ki ngā take, i whakapiki tika te kaupapa here tari tāke i ngā utu whakahaere. Ahakoa i ngana poto ngā kamupene e rua ki te whakawhiti i ngā utu mā te pikinga utu, i hohoro tonu tā rātou whakakore i aua whakataunga kia kore ai e ngaro atu ngā kaihoko.
I kī ngā kaitātari Similarweb kua tino puhoi te tipu o ngā kamupene e rua i te hauwhā tuatahi o te tau 2025, engari ko te ohorere o te tari taake te mea whakamutunga i whati ai te tuara o te kamera.
E whakaatu ana ngā raraunga i muri i te panuitanga o te kaupapa here tari, i tere te huri o ngā tauira hokohoko a ngā kaihoko. I pāngia ngā papaaho hokohoko ipurangi pēnei i a TikTok Shop me Dhgate e te pikinga o te hoko mō te wā poto, i te mea ko ngā papaaho rongonui pēnei i a SHEIN me Temu i pāngia e ngā huringa hanganga mō te wā roa.
I kī a Ben Parkes, he kaitātari hokohoko i Similarweb, "Kua rite te mākete o Amerika ki te whakarerekētanga, ā, kāore pea ngā taumata hoko o SHEIN me Temu e hoki ki ngā taumata teitei o mua."
I roto i tēnei horopaki, kua riro a Amazon hei painga nui rawa atu o te panonitanga o te kai kakahu tere. I kī a Parkes, "Kei te kite ngā kaihoko kakahu o nāianei i te tipu tere i runga i te tūāpapa Amazon i a rātou e whakapakari ana i te whakatakotoranga o ā rātou kāwai."
Ngā Painga mō ngā Kaihoko Amazon
E whakaatu ana ngā raraunga e pā ana kua piki ake te kāwai kākahu wāhine a Amazon mā te neke atu i te 26% i roto i ngā marama e ono kua pahure ake nei, ā, e toru o ngā waitohu matua e rima he kaihoko tuatoru Hainamana e whakamahi ana i te whatunga ratonga a Amazon. Hei tāpiri, 92% o ngā kākahu wāhine i runga i te tūāpapa Amazon i ahu mai i ngā kaihoko tuatoru.
Ko te tikanga, ka whakamahia e ēnei toa ngā ratonga whakahaere a Amazon FBA, hei āwhina i a rātou ki te karo i ngā mōrearea tāke me te whakarite kia tukuna wawetia.
Hei tauira, ko tētahi waitohu kākahu wāhine nō Shenzhen, i hokona i te wā kotahi i runga i te SHEIN me te Temu, i neke ki te Amazon FBA nā te pānga o te taripa.
"Ahakoa i piki ake ngā utu whakahaere i muri i te whakaurunga ki a Amazon, i te wā roa, he pai ake mō te whanaketanga o te waitohu ā muri ake nei," te kī a te māngai o te waitohu.
I kī anō tētahi kamupene whakauru hokohoko me te ahumahi nō Hangzhou, i muri i tana huri ki te tauira FBA, kāore i tino pāngia tā rātou moni whiwhi. I tēnei wā, kei roto tā rātou waitohu i ngā kākahu wahine e rua tekau pai rawa atu, ā, neke atu i te kotahi mano ngā taonga e tukuna ana i ia rā.
Heoi, i whakapuaki ētahi kaihoko kākahu i ngā tirohanga rerekē mō te rerenga ohorere mai o ngā kaihoko. He maha ngā kamupene kākahu kua tīmata ki te tomo nui ki Amazon i muri i te kitenga i te whai wāhitanga, e ara ake ai tētahi atu pakanga utu i roto i te kākahu wāhine kua whakataetae kē, ka pēhi ake i ngā hua mō ngā kaihoko e pā ana.
He rerekē te āhua o te kākahu tāne—ko tōna tipu i roto i ngā marama e ono he 4% noa iho, kāore he kaihoko Hainamana i roto i ngā waitohu matua, ā, ko ngā kaihoko tuatoru he 57%. I tāpiri atu a Parkes, "Kāore i te mārama te huarahi mō te wā roa, engari kei te neke haere te kai kakahu wāhine ki Amazon."
Kua tino kitea e Amazon te whai wāhitanga. I panuitia e rātou te whakaroa i tana Prime Day mai i ngā rā e rua ki ngā rā e whā, i kitea he whiunga tika i te wā ngoikore mō te ahua tere. I whakaatu tetahi kaihoko tuatoru o Amazon kāore i te ingoa kei te kaha te tūāpapa ki te kimi kaihoko whakawhiti-rohe me te wheako ki te ahua tere, me te whakarato kaupapa here tautoko hokohoko.
E tātarihia ana e ngā kaitōrangapū o te umanga ko te whāinga a Amazon he hopu i te wāhanga mākete i te wā ngoikore o SHEIN me Temu.
Heoi, kāore a Amazon anake i whai hua ki te mākete. E whakaatu ana ngā raraunga a Consumer Edge kua whai hua anō hoki ngā waitohu kakahu tere pēnei i a ASOS me Zara i te nekehanga whakapaunga a ngā kaiwhakamahi SHEIN/Temu o mua.
Hei tāpiritanga, kua kite ngā kaihokohoko utu whakaheke pērā i a Ollie's Bargain Outlet, ngā waitohu hākinakina pērā i a Columbia me Foot Locker, ngā toa hokohoko pērā i a Bloomingdale's me Nordstrom Rack, tae atu ki ngā waitohu kākahu rangatahi pērā i a Aeropostale me American Eagle kua kite i te tipu o ngā hea.
Te Whanui Atu i tua atu o te US
Ahakoa te uaua o tēnei āhuatanga, kāore a SHEIN rāua ko Temu i noho noa iho.
E matapaetia ana e Parkes ka tīmatahia e ngā kamupene pēnei i a Temu te whanaketanga o ngā mekameka tuku taonga ā-rohe i te US: "Ko te panonitanga nui rawa atu i roto i te umanga ahua o Amerika kei roto i te mekameka tuku taonga. I mua, i whakawhirinaki rātou ki te kaupapa here paepae iti rawa o te de minimis hei tuku i roto i ngā kete iti, engari kei te aro atu tēnei tauira ki ngā wero inaianei." I te wā i whakakorea ai e Temu tana mahere whakapiki utu taripa, i kī ia ka mimitihia e ia ngā utu mā te neke ki tētahi tauira whakatutuki taonga ā-rohe.
I taua wā tonu, tera pea kua hurihia e ngā papaaho e rua ā rāua tahua hokohoko ki ngā mākete i waho o te US. E whakaatu ana ngā raraunga a Consumer Edge i ngā wiki tuatahi e toru o Mei, i piki ake ngā hoko a Temu i te EU neke atu i te 60%, ki te whakataurite ki te pikinga 40-50% i Poutū-te-rangi me Paenga-whāwhā.
I runga i te whenua, ko Parani te whenua i tino tere te tipu (neke atu i te 100% i ia marama i te marama o Mei), e pā ana pea ki te pikinga o ngā pānuitanga ā-rohe. Tata ki te 20% te tipu o ngā hoko a SHEIN i te EU i te marama o Mei (ki te whakataurite ki ngā mati rua iti i te marama o Āperira), me te mākete o te UK e whakaatu ana i te tipu ā-tau tata ki te 50%.
I kī ngā kaitātari, "Kei te kaha te whakatairanga a ngā kamupene e rua i te kanorau ā-rohe, hei whakarite pea mō te pikinga o te taupatupatu hokohoko. Tērā pea ka haere tonu, ka tere ake rānei ēnei ia tipu, engari i te mutunga ka whakawhirinaki ki te taiao ture i Ūropi."
Heoi, i whakanui rātou, "Ko te US tonu te mākete matua. Kāore e taea e te tipu o Ūropi te whakakore i te hekenga o te US; kāore te āhuatanga whānui i te pai mō rātou."
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