Kambani yefashoni yekuChina, Shein, yakasvika paHong Kong Stock Exchange neChipiri chino mushure merwendo rurefu uye rwakaoma. Chibvumirano ichi, chakapera nemutengo wemari inosvika mabhiriyoni makumi maviri nematanhatu nehafu emadhora ($26.5 bhiriyoni) (anenge mabhiriyoni makumi maviri nemaviri nemakumi masere nemashanu euros), chinomiririra kukanganisa kukuru tarisiro yekambani iyi panguva yayo yekubudirira. Yakasiyana zvikuru nemutengo wemari inosvika mabhiriyoni zana emadhora ($100 bhiriyoni) wayakatora muna 2022, apo musika waichiona sechinokanganisa zvakanyanya chikamu chemachira.
Chipo chekutanga cheveruzhinji (IPO), chinosanganisira kuiswa kwemasheya anosvika mamiriyoni mazana maviri nemakumi masere pamutengo weHK$48,56 (€5,35) pamugove wega wega, chinobvumira Shein kuunganidza mari inosvika €1.5 bhiriyoni. Zvisinei, kutanga kwekambani iyi kunouya panguva yakaoma: kambani iyi inotarisana nemitero mumisika yayo mikuru miviri, makwikwi ari kuramba achiwedzera, uye mhedzisiro iri kutoratidza zviratidzo zvekudzikira. Kunyangwe zvakadaro, kambani yakavambwa naChris Xu muna 2012 ichiri imwe yevatambi vakakosha muchikamu chekutengeserana kwemafashoni pasi rose.
Kuyera kwemitengo kwakaderera ne73%
Huwandu hwekupedzisira hwekutengeserana kwacho hwakaderera zvikuru kusvika pamutengo wemari inosvika mabhiriyoni makumi mapfumbamwe nemasere nemakumi maviri emadhora ($98.200 bhiriyoni) wakawanikwa naShein mushure mechikamu chemari yaakawana muna 2022. Kudzikira kwemutengo wemari ne73% kunoratidza kuchinja kuri kuita kambani, uko kwaona mari yayo ichimira uye mari yayo ichiderera. Sekureva kweprospectus, kambani iyi ichawana mari inosvika mabhiriyoni gumi nemasere emadhora ($1.800 bhiriyoni), kunyangwe mushure mekubvisa mari yekushandisa, mari yacho inosvika mabhiriyoni zana nemakumi mana nemashanu emadhora ($1.455 bhiriyoni).
Kambani yekupa mazano yeMoby yakatsanangura mashandiro aya se "ashoma, anonoka," ukuwo webhusaiti ye36Kr ichiti Shein ari kushandisa nzira iyi yekubuda kudzivirira vanoisa mari vavo kuti vasashandise masheya avo, izvo zvingakanganisa mari yavo. Muripo wevanoisa mari ava ndechimwe chezvinhu zvinonyanya kushamisa: kambani iyi inogona kubhadhara mari inosvika mabhiriyoni matatu nehafu emadhora ($3.500 bhiriyoni) mumasheya nemari yekuvabhadhara nekuda kwekuderera kwekukosha kwemari, nhamba inopeta kaviri yainotarisira kuwana pamusika wemasheya.
Mamiriro ezvinhu akaoma muUnited States neEurope
Shein akatarisana nemamiriro ezvinhu akaoma mumisika yayo mikuru miviri. United States inobhadhara 24% yemari yayo uye Europe inobhadhara 35%, asi matunhu ese ari maviri akabvisa kusabhadharwa kwemitero yemapakeji ane mutengo wakaderera ayo akatsigira maitiro ayo ebhizinesi kwemakore. MuUS, mari yatove yakaderera ne14% mukota yekutanga , uye kambani yakayambira kuti ichaendesa kune vatengi mari yekuwedzera. MuEurope, kuiswa kwemubhadharo we €3 paodha imwe neimwe musi wa1 Chikunguru kwakawedzera mutengo wekushanda, uye Shein anotarisira "kukanganisa kwenguva pfupi" pakutengesa kwayo.
Kumanikidzwa kwemari inowanikwa pamusika kuri pachena: purofiti chaiyo sechikamu chekutengesa yakaderera kubva pa8,7% kusvika pa4,9% muna 2025, yakaremerwa nekuwedzera kwemari yekutakura zvinhu nekushambadzira. Makwikwi kubva kuTemu nemakambani makuru ekare seInditex haaperi, uye hondo muMiddle East yakawedzera mari yekutakura zvinhu. Nyanzvi yeIG Axel Rudolph anopfupikisa mamiriro acho ezvinhu: "kukura zvishoma nezvishoma, mari inowanikwa pamusika iri pasi pekumanikidzwa, mitengo yepamusoro yekutakura zvinhu, mitero, mitemo yakaoma, uye makwikwi ari kuramba achiwedzera."
Hofori inoramba ichitonga pasinei nezvose
Pasinei nematambudziko ayo, Shein ane chinzvimbo chakakosha muchikamu ichi. Sekureva kwekambani yekupa mazano yeCIC, ndiyo kambani yechitatu pakukura yefashoni pasi rose ine mugove wemusika we1,9%, ichitevera Nike (3%) neInditex (2,5%) chete. Modhi yayo yekugadzira inongodiwa, inozivikanwa seLATR , inoibvumira kuburitsa mabheti epakati pe100 ne200 mayuniti uye kuunganidza zvigadzirwa zvinobudirira mumazuva mashanu chete, zvichideredza njodzi yekugadzirwa zvakanyanya uye zvichiita kuti ive nyore kuigadzira.
Kambani iyi ine vanhu vanosvika mamiriyoni 273 vanoshandisa zvinhu zvavo uye inoshanda mumisika inosvika zana nemakumi matanhatu. Europe ndiyo nzvimbo yayo huru yekuwana mari, ichitora 32% yekutengesa, ichiteverwa neUS ine 22%. Shein ine vanhu vanodarika 17.700, 80% vavo vari muChina , uye katalogu yayo ine zvinhu zvinopfuura mamiriyoni maviri, nezvigadzirwa zvitsva zvinosvika zviuru zvina nemazana manomwe zvinowedzerwa zuva nezuva. Kambani iyi yatangawo kusiyanisa zvinhu zvekushongedza dzimba, runako, uye zvishongedzo, uye yakatenga zvinhu zvakaita seEverlane iri muUS kuti iwedzere mutengo wekutenga.
Kutonga nyaya dzematare uye njodzi dzepamutemo
Bhuku reIPO rinoratidzawo kuti Shein anotarisana nematare edzimhosva nemutemo akati wandei, ayo kana akagadziriswa, anogona kudhura kambani mari inosvika €3.800 bhiriyoni. Nyaya idzi dzinotangira pakutengeswa kwezvidhori zvepabonde zvakaita sevana muFrance kusvika kumatare edzimhosva ane chekuita nekodzero dzevatengi, mishumo yezvakatipoteredza, uye kuchengetedzwa kwedata. Kambani iyi inobvumawo kuvimba kwayo nevanhu vane simba, vane maitiro anogona kukanganisa mukurumbira wayo nekukwanisa kwayo kukwezva vatengi.
Imwe njodzi yakaonekwa ndeye muripo unogona kuwanikwa kune vanoisa mari vakatora chikamu muzvikamu zvakapfuura zvekubhadhara mari. Mari dzakadai seGeneral Atlantic, Tiger Capital, Boyu, naTencent dzakapa $383 miriyoni kuti dziwane 22% yemasheya akapihwa, asi Shein anogona kufanira kuabhadhara kusvika kumadhora mabhiriyoni matatu nehafu nekuda kwekuderera kwemutengo wemasheya. Nhamba iyi, inopeta kaviri mari yakawanikwa, inoita kuti pave nekusava nechokwadi nezvepurofiti yekambani iyi.
Maonero nematambudziko eramangwana
Shein ari kushambadza pachena nechinangwa chekushandisa mari yakawanikwa kuvandudza tekinoroji yake uye kuwedzera pasi rose. Kambani iyi ine chinangwa chekushandura kuita nzvimbo yebasa remamwe mabrandi, akafanana neAmazon Web Services muindasitiri yemafashoni, ichipa cheni yayo yekupa zvinhu pamwe netiweki yayo yevatengesi vanosvika 7.500. Chinangwa ndechekuva mutengesi anotungamira muchikamu ichi , kunyangwe zviremera zveUS zvakarambidza kwenguva pfupi kutenga Everlane nekuda kwezvikonzero zvekuchengetedzwa kwenyika.
Zvakabuda munguva pfupi yapfuura hazvina kukurudzira: muchikamu chekutanga cha2026, Shein akarasikirwa nemadhora mamiriyoni makumi mapfumbamwe nemapfumbamwe ($99 miriyoni), zvichienzaniswa nepurofiti yemadhora mamiriyoni mazana matatu nemakumi mapfumbamwe nemashanu ($395 miriyoni) munguva imwecheteyo yegore rapfuura. Kutengesa kwakawedzera ne1,1% chete , kusvika mabhiriyoni mazana mapfumbamwe nemakumi mashanu nemaviri ($9.052 bhiriyoni), uye purofiti yegore ra2025 yakaderera ne40% kusvika mabhiriyoni maviri nemakumi matanhatu nemana ($2.064 bhiriyoni). Pasinei neizvi, kambani ichiri nechivimbo chekuti musika wemafashoni epamhepo ucharamba uchikura kusvika mabhiriyoni mazana manomwe nemakumi mapfumbamwe nemaviri ($792.000 bhiriyoni) panosvika gore ra2030, apo inenge 40% yekutengesa ichaitwa online.
Mari yaShein muHong Kong inoratidza chiitiko chikuru munhoroondo yekambani, asi inosiyawo mibvunzo yakawanda isina kupindurwa. Kuongororwa kwekupedzisira, kwakaderera ne73% pane muna 2022, kunoratidza kusava nechokwadi kwemusika kune bhizinesi rinotarisana nemitero, makwikwi akasimba, uye mitemo yakaoma iri kuramba ichienderera mberi. Kambani iyi ichafanira kuratidza kuti inogona kuramba ichikura uye kuvandudza mari yayo munzvimbo isina kunaka kupfuura yakakonzerwa nedenda iri. Nekuunganidza mari inosvika mabhiriyoni gumi nehafu emadhora chete uye mari inosvika mamiriyoni akawanda emamiriyoni emaeuro kune vanoisa mari, kutanga kwaShein mumusika wemasheya hakusi kungotanga; kuyedzwa nemoto kwehofori isingacharatidzike seisingakundiki.
