Amakuru n'Itangazamakuru

Kugwa gushize, ubuzima bwahagaze mugihe cyicyorezo, nashishikajwe cyane na videwo yabaterankunga bahagaze mubyumba byabo bagerageza imyenda ya sosiyete yitwa Shein.
Muri TikToks hamwe na hashtag #sheinhaul, umukobwa ukiri muto yazamuraga umufuka munini wa pulasitike akawutanyagura, akarekura urukurikirane rw'imifuka ntoya ya pulasitike, buri kimwe kirimo imyenda ipfunditse neza. Kamera noneho igabanya umugore wambaye igice kimwe kuri umwanya, byihuse-umuriro, bivanze na ecran ya porogaramu ya Shein yerekana ibiciro: imyenda 8 $, imyenda yo koga $ 12.
Hasi yu mwobo wurukwavu ninsanganyamatsiko: #ibitekerezo, #ibisobanuro, # sheincosplay. Izi videwo zirahamagarira abareba gutangazwa no kugwirirana kwa surreal kugiciro gito kandi cyinshi. Ibicuruzwa bihuza amarangamutima bishyigikira imikorere ("INTEGO ZIZA"). Kuri ingingo imwe, umuntu azabaza imyitwarire yimyambarire nkiyi ihendutse, ariko hazaba urusaku rwinshi rwunganira Shein nuwabigizemo uruhare bafite ishyaka rimwe (“Nibyiza cyane.” “Ni amafaranga ye, umusige wenyine.”), uwatanze ibisobanuro byumwimerere Azaceceka.
Igituma ibi bitaba amayobera ya interineti gusa, ni uko Shein yahindutse bucece ubucuruzi bukomeye. ”Lu Sheng, umwarimu muri kaminuza ya Delaware wiga inganda z’imyenda n’imyenda ku isi, yagize ati:“ Imyaka ibiri hashize imyaka itatu, nta muntu n'umwe wari wigeze abumva. ”Mu ntangiriro z'uyu mwaka, ikigo cy’ishoramari Piper Sandler cyakoze ubushakashatsi ku rubyiruko rw’Abanyamerika 7.000 ku mbuga za interineti bakunda kandi rusanga mu gihe Amazon ari we watsinze neza, Shein yaje ku mwanya wa kabiri.Isosiyete ifite uruhare runini ku isoko ry’imyambarire yo muri Amerika ryihuta - 28 ku ijana .
Bivugwa ko Shein yakusanyije hagati ya miliyari imwe na miliyari 2 z'amadorari mu gutera inkunga abikorera muri Mata.Isosiyete ifite agaciro ka miliyari 100 z'amadolari - kurusha ibihangange by’imyambarire byihuse H&M na Zara hamwe, ndetse no mu bigo byose byigenga ku isi usibye SpaceX na nyiri TikTok ByteDance.
Urebye ko inganda zerekana imideli yihuse ari imwe mu zangiza ku isi, natangajwe no kuba Shein yarashoboye gukurura imari nk'iyi.Bishingiye ku myenda ya sintetike yangiza ibidukikije, kandi mu gushishikariza abantu gukomeza kuvugurura imyenda yabo, birema imyanda nini;ubwinshi bwimyenda mumyanda yo muri Amerika bwikubye hafi kabiri mumyaka 20 ishize. Hagati aho, abakozi badoda imyenda bahembwa make cyane kubikorwa byabo mubihe bigoye kandi rimwe na rimwe biteje akaga.Mu myaka yashize, amazu menshi yimyambarire manini yumvise igitutu gukora intambwe nto mu ivugurura.Ubu, nubwo, havutse igisekuru gishya cyamasosiyete "super-yihuta yimyambarire", kandi benshi ntibakoze bike kugirango bemeze imikorere myiza.Muri ibi, Shein ni nini cyane.
Ijoro rimwe mu Gushyingo, ubwo umugabo wanjye yashyiraga ku mwana w’imyaka 6 umwana wanjye, nicaye ku buriri mu cyumba ndakingura porogaramu ya Shein. ”Ni binini,” ibi bikaba byavuzwe na banneri yo kugurisha ku wa gatanu w’umukara kuri ecran, flashing kugirango ushimangire.Nakanze agashusho kumyambarire, ntondekanya ibintu byose kubiciro, mpitamo ikintu gihenze cyane kubera amatsiko yubuziranenge.Iyi ni imyenda ihuza imyenda miremire itukura ($ 2.50) ikozwe muri meshi.In igice cyo kubira ibyuya, nongeyeho ibara ryiza risimbuka ($ 4.50) mukigare cyanjye.
Nibyo, burigihe burigihe mpisemo ikintu, porogaramu iranyereka uburyo busa: Mesh umubiri-con ubyara mesh umubiri-con;imyenda yo guhumuriza amabara yavutse kumyenda ihumuriza amabara.Nzunguruka ndazunguruka.Icyumba cyari cyijimye, sinshobora kubyuka ngo ncane amatara. Hano hari isoni zidasobanutse muriki kibazo.Umugabo wanjye yazamutse avuye mucyumba. umuhungu wacu amaze gusinzira ambaza icyo nkora nijwi rito. ”Oya!”Ndarira. Yafunguye itara. Nahisemo ipamba ya puff-slee tee ($ 12.99) mu cyegeranyo cya premium site. Nyuma yo kugabanywa kwa vendredi vendredi, igiciro rusange cyibintu 14 ni $ 80.16.
Nageragejwe no gukomeza kugura, igice kubera ko porogaramu ibishishikariza, ariko ahanini kubera ko hari byinshi byo guhitamo, kandi byose bihendutse.Iyo nari mu mashuri yisumbuye, igisekuru cya mbere cyamasosiyete yimyambarire yihuse yahuguye abaguzi. gutegereza hejuru yemewe kandi nziza kumafaranga atarenze ijoro ryo kugemura.Ubu, nyuma yimyaka irenga 20, Shein arimo kugabanya igiciro cya sandwiches.
Hano hari amakuru azwi kuri Shein: Ni isosiyete yavukiye mu Bushinwa ifite abakozi n'ibiro bigera ku 10,000 mu Bushinwa, Singapuru, no muri Amerika. Benshi mu bayitanga iherereye i Guangzhou, umujyi w'icyambu ku ruzi rwa Pearl nko mu bilometero 80 mu majyaruguru y'uburengerazuba bwa Hong Kong.
Ikirenze ibyo, isosiyete isangira amakuru make bitangaje nabantu.Nkuko abikorera ku giti cyabo, ntabwo itangaza amakuru yimari.Umuyobozi mukuru nuwashinze, Chris Xu, yanze ko babazwa kuriyi ngingo.
Igihe natangiraga gukora ubushakashatsi kuri Shein, byasaga nkaho ikirango cyabayeho mumipaka ituwe ningimbi na makumyabiri kandi ntawundi.Mu guhamagarwa kwinjiza umwaka ushize, umusesenguzi w’imari yabajije abayobozi mu imideli yimyambarire Revolve kubyerekeye amarushanwa yatanzwe na Shein.Co-CEO Mike Karanikolas yarashubije ati: "Uravuga isosiyete y'Abashinwa, sibyo?Sinzi uko nabivuga - shein. ”. isosiyete (Shein), ariko kandi iracyambara corduroy yabo muri iri joro. ”Natekereje ko niba nshaka kumenya ibya Shein, ngomba guhera kubantu bose basa nkabizi neza: abangavu bayo.
Umunsi umwe nyuma ya saa sita nziza mu Kuboza gushize, umukobwa w’imyaka 16 witwa Makeenna Kelly yansuhuje ku muryango w’urugo rwe mu nkengero z’umutuzo wa Fort Collins, muri Kolorado.Kelly ni umutuku ufite Cabbage Patch Kid vibe nziza, kandi azwiho Ibintu bya ASMR: gukanda agasanduku, gukurikirana inyandiko mu rubura hanze yinzu ye.Kuri Instagram, afite abayoboke 340.000;kuri YouTube, afite miliyoni 1.6. Mu myaka mike ishize, yatangiye gufata amashusho yerekana ikirango cya Shein cyitwa Romwe.Yandika ibishya nka rimwe mu kwezi. Muri videwo narebye bwa mbere kugwa gushize, yazengurukaga mu gikari cye muri imbere yigiti gifite amababi ya zahabu, yambaye amadolari 9 y’amadolari ya cheque ya diyama. Kamera igamije inda ye, kandi mu majwi, ururimi rwe rukora amajwi atoshye.Yarebwe inshuro zirenga 40.000;swater ya Argyle iragurishwa.
Naje kureba Kelly afata amashusho. Yabyinnye mucyumba cyo kuraramo - ashyuha - anjyana hejuru njya mu igorofa rya kabiri ryamanutse aho yafatiye amashusho. Hano hari igiti cya Noheri, umunara w'injangwe, kandi hagati ya platifomu, an iPad yashyizwe kuri trapode ifite amatara yimpeta. Hejuru hasi hari ikirundo cyamashati, amajipo n imyenda kuva i Romwe.
Nyina wa Kelly, Nichole Lacy, yambuye imyenda maze ajya mu bwiherero kugira ngo abitekeshe. ”Kelly yagize ati:“ Uraho Alexa, kina umuziki wa Noheri. ”Yinjiye mu bwiherero ari kumwe na nyina, hanyuma, mu gice cyakurikiyeho, yambaye. mu mwenda mushya ukurikiraho-umutima wa karigadi, ijipo-yerekana ijipo-kandi yerekana bucece imbere ya kamera ya iPad, ukora Kiss mu maso, gukubita ukuguru hejuru, gukubita ikirenge hano cyangwa guhambira karuvati. Ku ngingo imwe, sphinx yumuryango, Gwen, azenguruka mumurongo maze bahoberana. Nyuma, indi njangwe, Agatha, yagaragaye.
Mu myaka yashize, Shein yamenyekanye cyane yabaye muburyo bwabantu nka Kelly, washinze ihuriro ry’abagira uruhare mu gufata amashusho y’isosiyete ikora neza. Nk’uko Nick Baklanov, impuguke mu kwamamaza no mu bushakashatsi muri HypeAuditor abitangaza, Shein ntasanzwe mu nganda kubera ko yohereza imyenda yubusa ku mubare munini wabaterankunga.Bo nabo bagabana kode yo kugabanya abayoboke babo kandi bakabona komisiyo yo kugurisha.Iyi ngamba yatumye iba ikirango gikurikiranwa cyane kuri Instagram, YouTube na TikTok nkuko HypeAuditor ibitangaza.
Usibye imyenda y'ubuntu, Romwe anishyura amafaranga ahwanye n'imyanya ye.Ntabwo yari gutangaza amafaranga ye, nubwo yavuze ko yinjije amafaranga menshi mu masaha make yo gukora amashusho kurusha bamwe mu nshuti ze bafite akazi gasanzwe nyuma y'ishuri bari gukora mucyumweru. Mu kungurana ibitekerezo, ikirango kibona ibicuruzwa bidahenze cyane aho abayigana (ingimbi na twentysomethings) bakunda gutemberana.Mu gihe Shein akorana n'ibyamamare bikomeye ndetse n'ababigizemo uruhare (Katy Perry, Lil Nas X, Addison Rae), yayo ahantu heza harasa nabafite urwego ruciriritse rukurikira.
Mu myaka ya za 90, mbere yuko Kelly avuka, Zara yakwirakwije icyitegererezo cyo kuguza ibitekerezo byo gushushanya mubintu byashimishije umuhanda. Mu gukora imyenda yegereye icyicaro cyayo cya Espagne no kunoza uburyo bwo gutanga, itanga ubu buryo bwagaragaye ku buryo butangaje. ibiciro mu byumweru bike.Andreessen Horowitz umushoramari Connie Chan yashora imari muri Shein mukeba we Cider. Shyira hejuru. "Ntabwo bitaye niba Vogue yibwira ko atari ikintu cyiza." Nova nibice bimwe.
Kelly amaze kurangiza kurasa, Lacey yambajije uko natekereje ibice byose kurubuga rwa Romway - 21 muri byo, hiyongereyeho urubura rwiza rwa shelegi - igiciro.Birasa neza kuruta ibyo naguze mugihe nakanze nkana ku kintu gihenze, nuko ndabikora 'Ndakeka byibuze $ 500.Lacey, imyaka yanjye, yaramwenyuye. "Ati:" $ 170 ", amaso ye arahuma nkaho adashobora kubyizera wenyine.
Buri munsi, Shein ivugurura urubuga rwayo ugereranije nimpuzandengo ya 6.000 - umubare uteye ubwoba ndetse no muburyo bwimyambarire yihuse.
Mu myaka ya za 2000 rwagati, imyambarire yihuse niyo yari paradizo mu gucuruza.Ubushinwa bwinjiye mu ishyirahamwe ry’ubucuruzi ku isi kandi bwahise buhinduka ikigo kinini cy’imyenda y’imyenda, aho amasosiyete y’iburengerazuba yimukiye hafi y’inganda zayo. Ahagana mu 2008, izina rya CEO wa Shein ryagaragaye bwa mbere. mu nyandiko z’ubucuruzi z’Abashinwa nka Xu Yangtian.Yashyizwe ku rutonde rw’abafatanyabikorwa ba sosiyete nshya yanditswe, Nanjing Dianwei Information Technology Co., Ltd., hamwe n’abandi babiri, Wang Xiaohu na Li Peng.Xu na Wang buri wese afite 45% y'isosiyete, mu gihe Li afite 10 ku ijana asigaye, inyandiko zerekana.
Wang na Li basangiye ibyo bibuka kuri kiriya gihe.Wang yavuze ko we na Xu bari baziranye na bagenzi be bakorana, maze mu 2008, bahitamo gukorera hamwe no gucuruza imiyoboro ya e-ubucuruzi bwambukiranya imipaka.Wang ikurikirana bimwe mu biteza imbere ubucuruzi n’imari. , yavuze, mu gihe Xu agenzura ibintu byinshi bya tekiniki, harimo no kwamamaza SEO.
Muri uwo mwaka, Li yatanze disikuru ku kwamamaza ku rubuga rwa interineti mu ihuriro ryabereye i Nanjing.Xu - umusore wijimye ufite isura ndende - yimenyekanisha ko ashaka inama mu bucuruzi. ”Lee yagize ati:" Ariko ni Xi. " n'umurava, Li rero yemeye gufasha.
Xu yatumiye Li ngo amusange hamwe na Wang nk'abajyanama b'igihe gito. Bose uko ari batatu bakodesheje ibiro bito mu nyubako yoroheje, igorofa yo hasi ifite ameza manini hamwe n'ameza make - abantu batarenze icumi imbere - hamwe na sosiyete yabo yatangijwe i Nanjing mu Kwakira. Mbere na mbere, bagerageje kugurisha ibintu byose, birimo icyayi na terefone ngendanwa. Nyuma iyi sosiyete yongeyeho imyenda, Wang na Li bavuze. Niba amasosiyete yo mu mahanga ashobora guha akazi abatanga Ubushinwa kugira ngo bakore imyenda ku bakiriya b’abanyamahanga, hanyuma birumvikana ko amasosiyete akoreshwa n'abashinwa ashobora kubikora neza. (Umuvugizi wa Shein yamaganye icyo kirego, avuga ko ikoranabuhanga rya Nanjing Dianwei “ridafite uruhare mu kugurisha ibicuruzwa by'imyenda.”)
Nk’uko Li abitangaza ngo batangiye kohereza abaguzi ku isoko ry’imyenda myinshi i Guangzhou kugira ngo bagure imyenda y’imyenda ku baguzi batandukanye.Bahita bandika ibyo bicuruzwa kuri interineti, bakoresheje amazina atandukanye ya domaine, kandi batangaza inyandiko z’ibanze z’icyongereza ku mbuga za blog nka WordPress na Tumblr kunoza SEO;gusa iyo ikintu kigiye kugurishwa batanga raporo kubintu runaka Abacuruzi bashira ibicuruzwa bito.
Li yavuze ko uko ibicuruzwa byazamutse, batangiye gukora ubushakashatsi ku murongo wa interineti kugira ngo bamenye uburyo bushya bushobora gufata no gutanga ibicuruzwa mbere y'igihe. imyenda.
Muri icyo gihe, Xu yakoraga amasaha menshi, akenshi akaguma mu biro nyuma yuko abandi basubiye mu rugo. ”Lee yagize ati:" Yari afite icyifuzo gikomeye cyo gutsinda. " , baza byinshi.Icyo gihe birashobora kurangira saa 1 cyangwa 2 za mu gitondo. ”Lee ku nzoga no kurya (isupu yumunyu itetse, isupu ya vermicelli) yahaye Xu inama kuko Xu yateze amatwi yitonze kandi yiga vuba.Xu ntabwo yavuze byinshi kubuzima bwe bwite, ariko yabwiye Li ko yakuriye mu ntara ya Shandong kandi ko agikomeza guhangana .
Li yibuka ko mu minsi ya mbere, impuzandengo bakiriye yari nto, hafi $ 14, ariko bagurishaga ibintu 100 kugeza kuri 200 ku munsi;ku munsi mwiza, bashobora kuba barenga 1.000.Imyenda ihendutse, niyo ngingo. "Lee yarambwiye ati:" Turi inyuma y’imisoro mike kandi nini cyane. "Byongeye kandi, yongeyeho ko igiciro gito cyagabanije ibyateganijwe ku bwiza. sosiyete yakuze igera ku bakozi bagera kuri 20, bose bahembwaga neza.Fat Xu amaze kubyibuha no kwagura imyenda ye.
Umunsi umwe, bamaze umwaka urenga bakora ubucuruzi, Wang yagaragaye mu biro asanga Xu yabuze.Yabonye ko ijambo ryibanga ry’isosiyete ryahinduwe, maze arahangayika. Nkuko Wang yabisobanuye, yarahamagaye hanyuma yandikira ubutumwa Xu ariko ntiyagira igisubizo, hanyuma ajya iwe na gari ya moshi gushaka Xu.Xu yagiye. Kugira ngo ibintu birusheho kuba bibi, yafashe konti ya PayPal isosiyete yakiraga yishyurwa mpuzamahanga.Wang yamenyesheje Li, uwo amaherezo yishyuye isosiyete isigaye yirukana umukozi. Nyuma, bamenye ko Xu yatandukiriye kandi akomeza ubucuruzi bwa e-bucuruzi atabifite. (Umuvugizi yanditse ko Xu "atari ashinzwe konti y’imari y’ikigo" kandi ko Xu na Wang “baratandukanye mu mahoro.”)
Muri Werurwe 2011, urubuga ruzaba Shein-SheInside.com-rwanditswe. Uru rubuga rwiyita “isosiyete ikora imyenda y'ubukwe ku isi ku isi,” nubwo igurisha imyenda itandukanye y'abagore. Mu mpera z'uwo mwaka, yasobanuye ubwayo nk "umucuruzi mpuzamahanga ucuruza", azana "imyambarire igezweho yo mumuhanda i Londres, Paris, Tokiyo, Shanghai na New York mumihanda minini kububiko".
Muri Nzeri 2012, Xu yiyandikishije isosiyete ifite izina ritandukanye gato n’isosiyete yafatanije na Wang na Li - Nanjing E-Commerce Technology Technology.Yatunze 70% by'imigabane y'isosiyete kandi umufatanyabikorwa afite 30% by'imigabane. Yaba Wang cyangwa Li, ntabwo bigeze bongera kuvugana na Xu - ku byiza bya Li. "Iyo uhuye n'umuntu wangiritse mu mico, ntuzi igihe azakugirira nabi, si byo? ”Lee ati. "Niba nshobora kumuvaho vuba, byibura ntashobora kumbabaza nyuma."
Nk’uko ikinyamakuru CB Insights kibitangaza ngo mu mwaka wa 2013, isosiyete ya Xu yakusanyije icyiciro cya mbere cy’ishoramari ry’ishoramari, bivugwa ko miliyoni 5 z'amadolari yaturutse muri Jafco Asia. muri 2008 ″ - muri uwo mwaka Nanjing Dianwei Information Technology Co., Ltd. yashinzwe. (Nyuma yimyaka myinshi, izatangira gukoresha umwaka washinzwe wa 2012.)
Muri 2015, isosiyete yakiriye andi miliyoni 47 y’amadolari y’ishoramari.Yahinduye izina yitwa Shein yimura icyicaro cyayo i Nanjing yerekeza i Guangzhou kugira ngo yegere ikigo cy’abatanga isoko.Yafungura bucece icyicaro gikuru cy’Amerika mu gace k’inganda mu Ntara ya Los Angeles.Ni yaguze kandi Romwe - ikirango Lee, nkuko bibaho, yatangiranye numukobwa wumukobwa mumyaka mike ishize, ariko akagenda mbere yuko igurwa. Ubushakashatsi bwakozwe na Coresight bugereranya ko muri 2019, Shein yazanye miliyari 4 z'amadolari yo kugurisha.
Muri 2020, icyorezo cyangije inganda zimyenda. Kugeza ubu, Shein yagurishijwe ikomeje kwiyongera kandi biteganijwe ko izagera kuri miliyari 10 z'amadolari muri 2020 na miliyari 15.7 z'amadolari muri 2021. (Ntibisobanutse niba sosiyete yunguka.) Niba imana imwe yiyemeje guhimba imyenda. ikirango gikwiranye nigihe cyicyorezo, aho ubuzima rusange bugabanuka mumwanya urukiramende rwa mudasobwa cyangwa ecran ya terefone, birashobora kugaragara cyane nka Shein.
Maze amezi ntwikiriye Shein ubwo isosiyete yemeye kundeka nkabaza ibibazo byinshi mu bayobozi bayo, barimo Perezida wa Amerika George Chiao;Umuyobozi mukuru ushinzwe kwamamaza Molly Miao;Umuyobozi ushinzwe ibidukikije, imibereho myiza n’imiyoborere Adam Winston.Bansobanuriye icyitegererezo gitandukanye rwose n’uburyo abadandaza gakondo bakora. Ikirango gisanzwe cyerekana imideli gishobora gushushanya uburyo butandukanye mu ngo buri kwezi kandi kigasaba ababikora kugikora ibihumbi muri buri buryo. ibice biraboneka kumurongo no mububiko bwumubiri.
Ibinyuranye, Shein ikorana cyane nabashushanyaga hanze.Benshi mubatanga isoko ryigenga bashushanya kandi bagakora imyenda.Niba Shein akunda igishushanyo runaka, azashyiraho itegeko rito, ibice 100 kugeza 200, kandi imyenda izabona ikirango cya Shein.Bifata ibyumweru bibiri gusa kuva mubitekerezo kugera kumusaruro.
Imyenda irangiye yoherezwa mu kigo kinini cyo gukwirakwiza Shein, aho itondekanya mu bipfunyika ku bakiriya, kandi ibyo bikoresho byoherezwa mu muryango w'abantu muri Amerika ndetse no mu bindi bihugu birenga 150 - aho kohereza imyenda myinshi ahantu hose. .Isi iri kuri kontineri, nkuko abadandaza babisanzwe babikora.Ibyemezo byinshi byisosiyete bifatwa hifashishijwe porogaramu yabigenewe, ishobora guhita imenya ibice bikunzwe kandi bigahita bikurikirana;ihagarika umusaruro wuburyo bugurisha bitagushimishije.
Moderi ya Shein kumurongo gusa bivuze ko, bitandukanye nabanywanyi bayo bakomeye bigezweho, irashobora kwirinda ibiciro byabakozi n’abakozi b’amaduka yubakishijwe amatafari n'amatafari, harimo no gukorana n'amasahani yuzuye imyenda itagurishijwe mu mpera za buri gihembwe. Hifashishijwe software, yishingikiriza kubatanga kugirango bashushanye kugirango umurimo wihute kandi unoze.Ibisubizo ni imyenda itagira iherezo. Buri munsi, Shein ivugurura urubuga rwayo ugereranije nimpuzandengo ya 6.000 yuburyo bushya - umubare uteye ubwoba ndetse no muburyo bwimyambarire yihuse .Mu mezi 12 ashize, Gap yanditse ibintu bigera ku 12.000 bitandukanye kurubuga rwayo, H&M abagera ku 25.000 na Zara bagera ku 35.000, umwarimu wa kaminuza ya Delaware Lu yasanze. Muri icyo gihe, Shein yari afite miliyoni 1.3. "Dufite ikintu kuri buri wese kuri cyane. igiciro gihenze, ”Joe yarambwiye ati:" Ibyo abakiriya bakeneye byose, barashobora kubisanga kuri Shein. "
Shein ntabwo arirwo ruganda rwonyine rushyira ibicuruzwa bito byambere hamwe nababitanga hanyuma bigasubirana mugihe ibicuruzwa bitwaye neza.Boohoo yafashaga kuba intangarugero muriyi moderi.Ariko Shein ifite aho ihurira nabanywanyi bayo bo muburengerazuba. Mugihe ibicuruzwa byinshi, harimo na Boohoo, bikoresha abatanga ibicuruzwa mubushinwa, Kuba Shein ubwe hafi y’imiterere n’umuco bituma birushaho guhinduka. "Biragoye cyane kubaka isosiyete nkiyi, ntibishoboka ko ikipe itari mu Bushinwa ibikora.", Nk'uko Chan ukomoka muri Andreessen Horowitz abivuga.
Ushinzwe isesengura rya Credit Suisse, Simon Irwin, yagiye atera impungenge ku giciro gito cya Shein. Ati: "Nanditse amwe mu masosiyete akora amasoko akomeye ku isi agura ku gipimo, afite uburambe bw'imyaka 20, kandi afite uburyo bunoze bwo gukoresha ibikoresho." Abenshi muri bo bemeje ko badashobora kuzana ibicuruzwa ku isoko ku giciro kimwe na Shein. ”
Nubwo bimeze bityo, Irving ashidikanya ko ibiciro bya Shein bikomeje kuba bike na gato, cyangwa se ahanini binyuze mu kugura neza.Ahubwo, yerekanye uburyo Shein yakoresheje uburyo mpuzamahanga bw’ubucuruzi mpuzamahanga. Kohereza paki ntoya mu Bushinwa muri Amerika ubusanzwe bisaba amafaranga make ugereranije no kohereza ibicuruzwa. bindi bihugu cyangwa no muri Amerika, mu masezerano mpuzamahanga. Byongeye kandi, kuva mu 2018, Ubushinwa ntabwo bwashyizeho imisoro ku bicuruzwa biva mu mahanga biva mu masosiyete aturuka mu Bushinwa ku baguzi, kandi imisoro yo gutumiza muri Amerika ntabwo ikoreshwa ku bicuruzwa bifite agaciro kari munsi y'amadorari 800. Owen yagize ati: "Ibindi bihugu bifite amabwiriza asa na yo yemerera Shein kwirinda imisoro yatumizwa mu mahanga." )
Irving yavuze kandi indi ngingo: Yavuze ko abadandaza benshi muri Amerika n'Uburayi bongera amafaranga kugira ngo bakurikize amabwiriza n'amahame agenga politiki y'umurimo n'ibidukikije.Shein bigaragara ko akora bike cyane.
Mu cyumweru cyiza muri Gashyantare, nyuma yumwaka mushya w’Ubushinwa, natumiye mugenzi wanjye gusura Akarere ka Panyu ka Guangzhou, aho Shein akorera ubucuruzi. Shein yanze icyifuzo cyanjye cyo kuvugana nuwabitanze, nuko abo dukorana baza kureba aho bakorera ubwabo. Inyubako yera igezweho yanditseho izina rya Shein ihagaze kurukuta mumudugudu utuje utuje, hagati yishuri namagorofa.Mu masaha ya saa sita, resitora yuzuyemo abakozi bambaye ibirango bya Shein.Ibibaho byamamaza na pole bya terefone bikikije inyubako byuzuyemo akazi. amatangazo yinganda zimyenda.
Mu gace kegereye - icyegeranyo cyinshi cy’inganda nto zidasanzwe, zimwe mu bigaragara ko ari inyubako yo guturamo yahinduwe - imifuka yanditseho izina rya Shein irashobora kuboneka yashyizwe ku gipangu cyangwa ku murongo ku meza. Bimwe mu bikoresho bifite isuku kandi bifite isuku. Muri bo, abategarugori bambara amashati hamwe na masike yo kubaga kandi bagakora bucece imbere yimashini zidoda. Ku rukuta rumwe, amategeko agenga imyitwarire ya Shein's Supplier yashyizwe ahagaragara. ("Abakozi bagomba kuba bafite nibura imyaka 16." "Tanga umushahara ku gihe." cyangwa guhohotera abakozi. ”) Muyindi nyubako, ariko, imifuka yuzuye imyenda irundarunda hasi kandi umuntu wese uzagerageza azakenera gukora ibirenge bigoye kandi aranyuramo.
Umwaka ushize, abashakashatsi basuye Panyu mu izina ry’itsinda rishinzwe gukurikirana ibikorwa by’abasuwisi mu Busuwisi na bo basanze inyubako zimwe zifite koridoro n’isohoka zafunzwe n’imifuka minini y’imyenda, bigaragara ko ari impanuka y’umuriro. Abakozi batatu babajijwe n’abashakashatsi bavuze ko ubusanzwe bahagera saa munani. hanyuma ugahaguruka nka 10 cyangwa 10h30 z'umugoroba, hamwe nikiruhuko cyiminota 90 yo gufungura na sasita.Bakora iminsi irindwi mucyumweru, umunsi umwe wikiruhuko mukwezi - gahunda ibujijwe n amategeko yubushinwa.Winston, umuyobozi wibidukikije, imibereho n'imiyoborere, yambwiye ko nyuma yo kumenya raporo y'amaso ya rubanda, Shein “yabigenzuye ubwe.”
Isosiyete iherutse kwakira zeru kuri 150 ku gipimo cyagumishijwe na Remake, umuryango udaharanira inyungu uharanira umurimo unoze ndetse n’ibidukikije. Amanota agaragaza igice cy’ibidukikije bya Shein: Isosiyete igurisha imyenda myinshi ikoreshwa, ariko ikagaragaza bike kuri yo umusaruro udashobora no gutangira gupima ikirere cyacyo. ”Kugeza ubu ntituramenya urwego rwabo rutanga.Ntabwo tuzi ibicuruzwa bakora, ntituzi umubare w'ibikoresho bakoresha muri rusange, kandi ntituzi n'ibirenge byabo. ”Elizabeth L. Cline, umuyobozi ushinzwe ubuvugizi na politiki muri Remake ambwira. (Shein ntabwo yashubije ibibazo bijyanye na raporo ya remake.)
Mu ntangiriro z'uyu mwaka, Shein yashyize ahagaragara raporo y’iterambere rirambye ndetse n’ingaruka ku mibereho, aho yiyemeje gukoresha imyenda irambye kandi ikanagaragaza ibyuka bihumanya ikirere.Nyamara, ubugenzuzi bw’isosiyete ku batanga ibicuruzwa bwasanze ibibazo bikomeye by’umutekano: Mu baguzi bagera kuri 700 bagenzuwe, 83 ku ijana bari bafite “ingaruka zikomeye.” Ihohoterwa ryinshi ryarimo “kwitegura umuriro no gutabara byihutirwa” n '“amasaha y'akazi,” ariko bimwe byari bikomeye: 12% by'abatanga ibicuruzwa bakoze “kutubahiriza zeru,” bishobora kuba birimo imirimo y'abatarengeje imyaka, imirimo y'agahato, cyangwa ibibazo bikomeye byubuzima nibibazo byumutekano.Nabajije uwatanze disikuru ibyo byaha aribyo, ariko ntiyabisobanura.
Raporo ya Shein yavuze ko isosiyete izaha amahugurwa abatanga ibicuruzwa bitubahirije amategeko.Niba uwabitanze adashoboye gukemura ikibazo mu gihe cyagenwe - kandi mu bihe bikomeye ako kanya - Shein ashobora guhagarika gukorana nabo.Whinston yarambwiye ati: "Hariho akazi kenshi bikorwe - kimwe n'ubucuruzi ubwo aribwo bwose bugomba gutera imbere no gutera imbere mu gihe runaka. ”
Abaharanira uburenganzira bw'umurimo bavuga ko kwibanda ku batanga isoko bishobora kuba igisubizo cyibanze kidashobora gukemura impamvu ibintu biteye akaga bibaho mbere. Bavuga ko amasosiyete yihuta cyane ashinzwe gusunika inganda gukora ibicuruzwa byihuse ku giciro cyo hasi, icyifuzo kikaba gitanga imiterere mibi yumurimo no kwangiza ibidukikije byose ariko byanze bikunze.Ibi ntabwo byihariye kuri Shein, ariko intsinzi ya Shein itera imbaraga cyane.
Klein yambwiye ko iyo isosiyete nka Shein igabanije uburyo ikora neza, ibitekerezo bye bisimbukira ku bantu, ubusanzwe abagore, bananiwe ku mubiri no mu mutwe bityo sosiyete ikabasha kwinjiza amafaranga menshi no kwinjiza amafaranga menshi.Mugabanye ibiciro. Ati: "Bagomba guhinduka kandi bagakora ijoro ryose kugirango twese dushobore gukanda buto hanyuma imyenda igezwa iwacu kumadorari 10".