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Kugwa komaliza, moyo udayima panthawi ya mliriwu, ndidakhala ndi chidwi ndi makanema a anthu omwe adayimirira m'zipinda zawo zogona akuyesa zovala kuchokera kukampani yotchedwa Shein.
Mu TikToks yokhala ndi hashtag #sheinhaul, mtsikana wina amanyamula thumba lapulasitiki lalikulu ndikuling'amba, ndikutulutsa matumba apulasitiki motsatizana, chilichonse chimakhala ndi chovala chopindika bwino. nthawi, yachangu-moto, yolumikizidwa ndi zowonera kuchokera ku pulogalamu ya Shein yowonetsa mitengo: $8 diresi, $12 swimsuit.
Pansi pa dzenje la akalulu pali mitu iyi: # sheinkids, # sheincats, # sheincosplay mfundo ina, wina adzakayikira makhalidwe abwino a zovala zotsika mtengo, koma padzakhala mawu ochuluka omwe amateteza Shein ndi wokhudzidwa ndi chidwi chofanana ("Wokongola kwambiri." "Ndi ndalama zake, musiye yekha." ), wolemba ndemanga woyambirira adzakhala chete.
Chomwe chimapangitsa izi kukhala zosadziwika bwino pa intaneti ndikuti Shein wakhala bizinesi yayikulu mwakachetechete. zaka zitatu zapitazo, palibe amene anamvapo za iwo.” Kumayambiriro kwa chaka chino, kampani yogulitsa ndalama Piper Sandler inafufuza achinyamata a ku America a 7,000 pa malo omwe amawakonda kwambiri a e-commerce ndipo adapeza kuti pamene Amazon inali yopambana momveka bwino, Shein adabwera kachiwiri. .
Shein akuti adakweza pakati pa $ 1 biliyoni ndi $ 2 biliyoni mu ndalama zapadera mu April. Kampaniyi ndi yamtengo wapatali $ 100 biliyoni - kuposa zimphona zofulumira kwambiri za H & M ndi Zara pamodzi, komanso kuposa kampani iliyonse yapadera padziko lapansi kupatula SpaceX ndi TikTok mwini ByteDance.
Poganizira kuti mafakitale othamanga kwambiri ndi amodzi mwa owopsa kwambiri padziko lapansi, ndidadabwa kuti Shein adakwanitsa kukopa likulu lamtunduwu. zinyalala zazikulu; kuchuluka kwa nsalu m'mabotolo aku US kuchulukirachulukira pafupifupi kawiri pazaka makumi awiri zapitazi.Panthawiyi, ogwira ntchito osoka zovala amalipidwa ndalama zochepa kwambiri chifukwa cha ntchito yawo yotopetsa komanso nthawi zina yowopsa. kuti apange pang'onopang'ono kusintha.Tsopano, komabe, makampani atsopano a "mafashoni apamwamba" atulukira, ndipo ambiri sanachitepo kanthu kuti atengere machitidwe abwino.Mwa izi, Shein ndi wamkulu kwambiri.
Usiku wina mu Novembala, pomwe mwamuna wanga adagoneka mwana wathu wazaka 6, ndidakhala pabedi pabalaza ndikutsegula pulogalamu ya Shein. kung'anima kuti nditsindike.Ndinadina chizindikiro cha diresi, ndikusankha zinthu zonse ndi mtengo wake, ndikusankha chinthu chotsika mtengo kwambiri chifukwa cha chidwi cha khalidwe.Iyi ndi diresi lofiira la manja aatali ($2.50) lopangidwa ndi mesh. gawo la sweatshirt, ndinawonjezera jumper yokongola ya colorblock ($ 4.50) kungolo yanga.
Zachidziwikire, nthawi iliyonse ndikasankha chinthu, pulogalamuyo imandiwonetsa masitayelo ofanana: Mesh body-con imabala ma mesh body-con; Zovala zotonthoza za colorblock zimabadwa kuchokera ku zovala zotonthoza za colorblock. Ndimagudubuzika ndikugudubuzika. Kuchipinda kunali mdima, sindinkatha kudzuka ndikuyatsa magetsi. Pali manyazi osamveka bwino pankhaniyi. Mwamuna wanga adatuluka pabalaza. mwana wathu atagona ndi kundifunsa zimene ndinali kuchita ndi mawu okhudzidwa pang’ono.” Ayi! Ndinalira.Anayatsa nyali.Ndinatenga chovala cha thonje cha thonje ($ 12.99) kuchokera kumalo osungira malowa. Pambuyo pa kuchotsera kwa Black Friday, mtengo wonse wa zinthu za 14 ndi $80.16.
Ndakhala ndikuyesedwa kuti ndipitirize kugula, makamaka chifukwa pulogalamuyi imalimbikitsa, koma makamaka chifukwa pali zambiri zoti ndisankhe, ndipo zonse ndizotsika mtengo. kuyembekezera zovomerezeka ndi zokongola pamwamba pa ndalama zosachepera usiku.Tsopano, patatha zaka 20, Shein akuchepetsa mtengo wa masangweji.
Nazi zina zomwe zikudziwika za Shein: Ndi kampani yobadwa ku China yomwe ili ndi antchito ndi maofesi pafupifupi 10,000 ku China, Singapore, ndi United States. Ambiri mwa ogulitsa ake ali ku Guangzhou, mzinda wadoko womwe uli pamtunda wa Pearl River pafupifupi makilomita 80 kumpoto chakumadzulo kwa dziko. Hong Kong.
Kupitilira apo, kampaniyo imagawana zambiri modabwitsa ndi anthu.Monga momwe zimachitikira mwachinsinsi, siziwulula zambiri zandalama.Mtsogoleri wawo wamkulu komanso woyambitsa, Chris Xu, anakana kufunsidwa pankhaniyi.
Pamene ndinayamba kufufuza za Shein, zinkawoneka ngati chizindikirocho chinalipo m'malire omwe ali ndi achinyamata ndi makumi awiri ndipo palibe wina aliyense. Mike Karanikolas adayankha, "Mukunena za kampani yaku China, sichoncho? Sindikudziwa katchulidwe kake, shein. (Iye analowa.) Iye anakana chiwopsezo .A federal trade regulator anandiuza kuti sanamvepo za mtunduwo, ndiyeno, usiku womwewo, adatumiza imelo: "Postscript - mwana wanga wamkazi wazaka 13 samadziwa za kampaniyo (Shein), komanso atavala corduroy yawo usikuuno. " Zinandifikira kuti ndikafuna kudziwa za Shein, ndiyambe ndi aliyense amene akuwoneka kuti akuzidziwa bwino: olimbikitsa achinyamata.
Tsiku lina masana abwino December watha, mtsikana wa zaka 16 dzina lake Makeenna Kelly anandilonjera pakhomo la nyumba yake m’dera labata la Fort Collins, Colorado. Zinthu za ASMR: kusindikiza mabokosi, kutsata malemba mu chipale chofewa kunja kwa nyumba yake.Pa Instagram, ali ndi otsatira 340,000; pa YouTube, ali ndi 1.6 miliyoni. Zaka zingapo zapitazo, adayamba kujambula mtundu wa Shein wotchedwa Romwe. Amalemba zatsopano kamodzi pamwezi. kutsogolo kwa mtengo wokhala ndi masamba agolide, atavala sweti ya cheke ya diamondi ya $ 9. Kamerayo ikuyang'ana pamimba pake, ndipo m'mawu omveka, lilime lake limapanga phokoso lamadzimadzi. Yawonedwa nthawi zoposa 40,000; thukuta la Argyle lagulitsidwa.
Ndidabwera kudzamuwona Kelly akujambula. Adavina mchipinda chochezera - akuwotha - ndipo adanditengera mchipinda cham'mwamba kupita kumalo otsetsereka ansanjika yachiwiri pomwe adajambula. Pali mtengo wa Khrisimasi, nsanja ya mphaka, ndipo pakati pa nsanja, iPad yokwera katatu yokhala ndi magetsi a mphete.Pansi pake panali mulu wa malaya, masiketi ndi madiresi ochokera ku Romwe.
Mayi ake a Kelly, a Nichole Lacy, anatola zovala zake n’kupita kuchipinda chosambira kuti azitentha.” Moni Alexa, sewerani nyimbo za Khrisimasi,” adatero Kelly. mu diresi yatsopano pambuyo pa inzake-cardigan yamtima, siketi yosindikizira nyenyezi-ndikuyimira mwakachetechete kutsogolo kwa kamera ya iPad, kuchita Kupsompsona nkhope, kukankhira mwendo mmwamba, kugwedeza pamphepete apa kapena kumanga tayi pamenepo. Gwen, sphinx wa m'banjamo, akuyendayenda pafelemu ndipo akukumbatirana. Kenako, mphaka wina, Agatha, anatulukira.
Kwa zaka zambiri, mbiri ya anthu a Shein yakhala ngati anthu monga Kelly, omwe adapanga mgwirizano wa anthu okhudzidwa kuti aziwombera mafilimu a blockbuster kwa kampaniyo. Malinga ndi Nick Baklanov, katswiri wa zamalonda ndi kafukufuku wa HypeAuditor, Shein ndi zachilendo mu makampani. chifukwa chimatumiza zovala zaulere kwa anthu ambiri okhudzidwa. Iwo nawonso amagawana ma code ochotsera ndi otsatira awo ndikupeza ma komisheni kuchokera ku malonda.Njira iyi yapangitsa kuti ikhale chizindikiro chotsatiridwa kwambiri pa Instagram, YouTube ndi TikTok, malinga ndi HypeAuditor.
Kuphatikiza pa zovala zaulere, Romwe amalipiranso ndalama zokhazikika pazantchito zake. Sakanaulula chindapusa chake, ngakhale adanena kuti amapeza ndalama zambiri pamaola angapo a kanema wamavidiyo kuposa momwe anzake ena omwe amagwira ntchito nthawi zonse akaweruka kusukulu angapange. mu sabata.Kusinthana, mtunduwo umapeza malonda otsika mtengo pomwe omvera ake (achinyamata ndi makumi awiri) amakonda kucheza.Pamene Shein amagwira ntchito ndi anthu otchuka komanso otchuka (Katy Perry, Lil Nas X, Addison Rae), ake malo okoma akuwoneka ngati omwe ali ndi otsatira apakati.
M'zaka za m'ma 1990, Kelly asanabadwe, Zara adadziŵikitsa njira yobwereka malingaliro kuchokera kuzinthu zomwe zidakopa chidwi cha msewu wonyamukira ndege. mitengo mu nkhani ya masabata.Andreessen Horowitz Investor Connie Chan padera mu mpikisano Shein Cider.Put on. Nova ndi gawo limodzi la machitidwe omwewo.
Kelly atamaliza kuwombera, Lacey adandifunsa momwe ndimaganizira zidutswa zonse patsamba la Romway - 21 mwa iwo, kuphatikiza chipale chofewa chokongoletsera - mtengo. Amawoneka bwino kuposa zomwe ndidagula nditadina dala chinthu chotsika mtengo kwambiri, kotero ine Ndikuganiza kuti mwina $500. Lacey, wamsinkhu wanga, anamwetulira.” Imeneyo ndi $170,” iye anatero, maso ake akutuluka ngati kuti sakukhulupirira.
Tsiku lililonse, Shein amasintha tsamba lake ndi masitayelo atsopano a 6,000 - chiwerengero choyipa ngakhale pamayendedwe othamanga.
Pofika pakati pa zaka za m'ma 2000, mafashoni othamanga anali otchuka kwambiri pa malonda ogulitsa malonda.China yalowa nawo bungwe la World Trade Organization ndipo mwamsanga yakhala malo akuluakulu opanga zovala, ndi makampani akumadzulo akusuntha zambiri zomwe amapanga kumeneko. m'zikalata zamalonda zaku China monga Xu Yangtian.Iye amalembedwa ngati mwiniwake wa kampani yomwe idangolembetsa kumene, Nanjing Dianwei Information Technology Co., Ltd., pamodzi ndi ena awiri, Wang Xiaohu ndi Li Peng.Xu ndi Wang aliyense ali ndi 45 peresenti za kampaniyo, pomwe Li ali ndi 10 peresenti yotsalayo, zikalata zikuwonetsa.
Wang ndi Li adagawana zomwe amakumbukira nthawiyo.Wang adanena kuti iye ndi Xu ankadziwana ndi ogwira nawo ntchito, ndipo mu 2008, adaganiza zopanga malonda ndi malonda a e-commerce pamodzi.Wang amayang'anira mbali zina za chitukuko cha bizinesi ndi zachuma. , adatero, pamene Xu amayang'anira zinthu zambiri zamakono, kuphatikizapo malonda a SEO.
Chaka chomwecho, Li adalankhula pazamalonda pa intaneti pabwalo ku Nanjing.Xu - wachinyamata wopusa wokhala ndi nkhope yayitali - adadziwonetsa kuti akufunafuna upangiri wabizinesi. ndi akhama, kotero Li anavomera kuthandiza.
Xu adayitana Li kuti agwirizane naye ndi Wang ngati alangizi a nthawi yochepa. Atatuwo adabwereka ofesi yaing'ono m'nyumba yochepetsetsa, yotsika kwambiri yokhala ndi desiki lalikulu ndi madesiki ochepa - osapitirira khumi ndi awiri mkati - ndi kampani yawo. idakhazikitsidwa ku Nanjing mu Okutobala.Poyamba, adayesa kugulitsa zinthu zamitundu yonse, kuphatikiza tiyi ndi mafoni am'manja.Kenako kampaniyo idawonjezera zovala, Wang ndi Li adati.Ngati makampani akunja atha kubwereka ogulitsa aku China kuti apange zovala kwa makasitomala akunja, ndiye ndithudi makampani oyendetsedwa ndi China akhoza kuchita bwino kwambiri.
Malinga ndi Li, adayamba kutumiza ogula ku msika wogulitsa zovala ku Guangzhou kuti akagule zitsanzo za zovala kuchokera kwa ogulitsa osiyanasiyana. Kenako amalemba zinthu izi pa intaneti, pogwiritsa ntchito mayina osiyanasiyana, ndikusindikiza zolemba zachingerezi pamapulatifomu monga WordPress ndi Tumblr kukonza SEO; pokhapo ngati chinthu chikugulitsidwa m'malo mopereka malipoti ku chinthu chomwe wapatsidwa Ogulitsa ogulitsa amaika maoda ang'onoang'ono.
Pamene malonda akukwera, anayamba kufufuza zomwe zikuchitika pa intaneti kuti adziŵe masitayelo atsopano omwe angagwire ndikuyika malamulo pasadakhale, Li adatero.Anagwiritsanso ntchito webusaiti yotchedwa Lookbook.nu kuti apeze otsutsa ochepa ku US ndi Europe ndipo anayamba kuwatumiza kwaulere. zovala.
Panthawi imeneyi, Xu ankagwira ntchito kwa nthawi yaitali, ndipo nthawi zambiri ankakhala mu ofesi kwa nthawi yaitali anthu ena atabwerera kwawo.” Anali ndi chikhumbo chofuna kuchita bwino,” adatero Lee.” Nthawi ili 10 koloko masana ndipo adzandivutitsa, kundigulira chakudya chamsewu usiku kwambiri. , funsani zambiri. Kenako itha kutha 1 kapena 2am. ” Lee pa mowa ndi zakudya (bakha wamchere wophika, vermicelli supu ) anapereka uphungu wa Xu chifukwa Xu anamvetsera mosamala ndipo anaphunzira mwamsanga.Xu sanalankhule zambiri za moyo wake, koma anauza Li kuti anakulira m'chigawo cha Shandong ndipo akulimbanabe. .
M’masiku oyambirira, Li akukumbukira kuti, avareji ya oda imene analandira inali yaing’ono, pafupifupi madola 14, koma ankagulitsa zinthu 100 mpaka 200 patsiku; pa tsiku labwino, zikhoza kupitirira 1,000. Zovala ndizotsika mtengo, ndiye mfundo yake. kampaniyo inakula kufika pa antchito pafupifupi 20, onse omwe anali ndi malipiro abwino.Fat Xu wanenepa ndipo wawonjezera zovala zake.
Tsiku lina, atakhala ndi bizinesi kwa nthawi yoposa chaka chimodzi, Wang adawonekera mu ofesi ndipo adapeza kuti Xu akusowa.Anawona kuti zina mwachinsinsi za kampaniyo zidasinthidwa, ndipo adayamba kuda nkhawa.Monga momwe Wang adafotokozera, adayitana. ndipo adalembera Xu mameseji koma sanayankhe, kenako adapita kunyumba kwake ndi kokwerera masitima kukayang'ana Xu.Xu adachoka. Kuti zinthu ziipireipire, adayang'anira akaunti ya PayPal yomwe kampaniyo idagwiritsa ntchito kulandira ndalama zamayiko ena. Wang adadziwitsa Li, yemwe Pambuyo pake adalipira kampani yotsalayo ndikuchotsa wogwira ntchitoyo. Pambuyo pake, adazindikira kuti Xu adasokonekera ndikupitilira malonda a e-commerce popanda iwo. Wang "analekanitsidwa mwamtendere.")
Mu March 2011, webusaiti yomwe idzakhala Shein-SheInside.com-inalembetsedwa. Tsambali limadzitcha "kampani yapamwamba kwambiri padziko lonse lapansi ya zovala zaukwati," ngakhale kuti imagulitsa zovala zachikazi zosiyanasiyana. wokha ngati "wogulitsa padziko lonse lapansi", akubweretsa "mafashoni aposachedwa kwambiri amisewu kuchokera ku London, Paris, Tokyo, Shanghai ndi New York m'misewu yayikulu mwachangu kupita kumasitolo".
Mu Seputembala 2012, Xu adalembetsa kampani yokhala ndi dzina losiyana pang'ono ndi kampani yomwe adayambitsa ndi Wang ndi Li - Nanjing E-Commerce Information Technology. Iye anali ndi 70% ya magawo a kampaniyo ndipo mnzake anali ndi 30% ya magawo. Palibe Wang kapena Li omwe adakumanapo ndi Xu kachiwiri - chifukwa cha maganizo a Li." Pamene mukuchita ndi munthu woipa, sukudziwa kuti adzakuvulaza liti eti? Lee adati, "Ngati ndingathe kuchoka kwa iye posachedwa, mwina sangandipweteke pambuyo pake."
Mu 2013, kampani ya Xu idakweza ndalama zake zoyambira, zomwe zimati $5 miliyoni kuchokera ku Jafco Asia, malinga ndi CB Insights. mu 2008″ - chaka chomwecho Nanjing Dianwei Information Technology Co., Ltd. unakhazikitsidwa.
Mu 2015, kampaniyo inalandira ndalama zina zokwana madola 47 miliyoni. Inasintha dzina lake kukhala Shein ndipo inasuntha likulu lake kuchokera ku Nanjing kupita ku Guangzhou kuti likhale pafupi ndi malo ake ogulitsa. adapezanso Romwe - chizindikiro chomwe Lee, monga momwe zimakhalira, adayamba ndi chibwenzi zaka zingapo zapitazo, koma adachoka asanapezeke.Coresight Research ikuganiza kuti mu 2019, Shein adabweretsa $ 4 biliyoni pakugulitsa.
Mu 2020, mliriwu udawononga makampani opanga zovala. Komabe, malonda a Shein akupitilira kukula ndipo akuyembekezeka kugunda $ 10 biliyoni mu 2020 ndi $ 15.7 biliyoni mu 2021. (Sizikudziwika ngati kampaniyo ndi yopindulitsa.) Ngati mulungu wina adaganiza zopanga zovala. mtundu woyenera pa nthawi ya mliri, pomwe moyo wonse wapagulu udalowa m'malo amakona anayi pamakompyuta kapena foni, zitha kuwoneka ngati Shein.
Ndakhala ndikulemba za Shein kwa miyezi ingapo pamene kampaniyo inavomereza kuti ndifunse mafunso akuluakulu angapo, kuphatikizapo Purezidenti wa US George Chiao; Chief Marketing Officer Molly Miao; ndi Director of Environmental, Social and Governance Adam Winston. Anandifotokozera chitsanzo chosiyana kwambiri ndi momwe ogulitsa achikhalidwe amagwirira ntchito. Mtundu wodziwika bwino wa mafashoni ukhoza kupanga mazana a masitayelo mnyumba mwezi uliwonse ndikupempha opanga ake kupanga masauzande a masitayelo aliwonse. zidutswa zimapezeka pa intaneti komanso m'masitolo ogulitsa.
Mosiyana ndi zimenezi, Shein amagwira ntchito makamaka ndi ojambula akunja.Ambiri mwa ogulitsa ake odziimira okha amapanga ndi kupanga zovala.Ngati Shein amakonda mapangidwe enaake, adzaika dongosolo laling'ono, zidutswa za 100 mpaka 200, ndipo zovalazo zidzalandira chizindikiro cha Shein. masabata awiri okha kuchokera ku lingaliro mpaka kupanga.
Zovala zomalizidwa zimatumizidwa ku malo akulu ogawa a Shein, komwe amasanjidwa kukhala phukusi lamakasitomala, ndipo maphukusiwo amatumizidwa kunyumba kwa anthu ku US ndi mayiko ena opitilira 150 - m'malo motumiza zovala zambiri kulikonse poyambirira. . Dziko lapansi pa chidebecho, monga ogulitsa mwachizolowezi achita.Zosankha zambiri za kampaniyo zimapangidwa mothandizidwa ndi mapulogalamu ake, omwe amatha kuzindikira mwamsanga zidutswa zomwe zili zotchuka ndikuzikonzanso; imayimitsa kupanga masitayelo omwe amagulitsidwa mokhumudwitsa.
Chitsanzo cha pa intaneti cha Shein chikutanthauza kuti, mosiyana ndi otsutsana nawo othamanga kwambiri, amatha kupewa ndalama zogwirira ntchito ndi ogwira ntchito m'masitolo a njerwa ndi matope, kuphatikizapo kuchita ndi mashelufu odzaza ndi zovala zosagulitsidwa kumapeto kwa nyengo iliyonse. mapulogalamu, amadalira ogulitsa kupanga kupanga kuti ntchito ikhale yofulumira komanso yogwira mtima kwambiri.Chotsatira chake ndi zovala zopanda malire.Tsiku ndi tsiku, Shein amasintha webusaiti yake ndi pafupifupi 6,000 masitayelo atsopano - chiwerengero chonyansa ngakhale pazochitika zachangu. .M'miyezi yapitayi ya 12, Gap adalemba za 12,000 zinthu zosiyanasiyana pa webusaiti yake, H&M za 25,000 ndi Zara za 35,000, pulofesa wa University of Delaware Lu anapeza.Pa nthawiyo, Shein anali ndi 1.3 miliyoni. mtengo wotsika mtengo, "Joe adandiuza." Chilichonse chomwe makasitomala angafune, amatha kuchipeza pa Shein."
Shein si kampani yokhayo yomwe imayika maoda ang'onoang'ono oyambira ndi ogulitsa kenako ndikuyitanitsanso zinthu zikachita bwino.Boohoo adathandizira upainiya wamtunduwu.Koma Shein ali ndi malire pa opikisana nawo akumadzulo. Kuyandikira komwe ali komanso chikhalidwe cha Shein kumapangitsa kuti ikhale yosinthika. "Ndizovuta kwambiri kupanga kampani yotereyi, ndizosatheka kuti gulu lomwe silili ku China lichite," atero Chan wochokera ku Andreessen Horowitz.
Katswiri wofufuza za Credit Suisse a Simon Irwin wakhala akudodometsa chifukwa cha mitengo yotsika ya Shein. "Ndinawonetsa makampani ena ogwira ntchito kwambiri padziko lonse lapansi omwe amagula zinthu zambiri, ali ndi zaka 20, ndipo ali ndi machitidwe ogwira mtima kwambiri," Owen anandiuza. Ambiri a iwo adavomereza kuti sangathe kubweretsa malondawo pamsika pamtengo wofanana ndi wa Shein.
Komabe, Irving akukayikira kuti mitengo ya Shein ikukhalabe yotsika, kapena makamaka chifukwa chogula bwino.M'malo mwake, amalozera momwe Shein wagwiritsira ntchito machitidwe a malonda apadziko lonse mwanzeru. maiko ena kapena ngakhale mkati mwa US, pansi pa mgwirizano wapadziko lonse lapansi.Kuonjezera apo, kuyambira 2018, China sichinakhazikitse misonkho pazogulitsa kunja kuchokera kumakampani achi China kupita kwa ogula, ndipo ndalama zogulira ku US sizigwira ntchito kuzinthu zamtengo wapatali zosakwana $800. Mayiko ena ali ndi malamulo ofanana omwe amalola Shein kuti apewe ntchito zoitanitsa kunja, Owen adati. )
Irving adanenanso mfundo ina: Anati ogulitsa ambiri ku US ndi ku Ulaya akuwonjezera ndalama kuti azitsatira malamulo ndi ndondomeko za ntchito ndi zachilengedwe.Shein akuwoneka kuti akuchita zochepa kwambiri, anawonjezera.
Pa sabata yozizira mu February, chitangotha ​​Chaka Chatsopano cha China, ndinaitana mnzanga kuti apite ku Guangzhou's Panyu District, kumene Shein amachita bizinesi. Nyumba yoyera yamakono yomwe ili ndi dzina la Shein ili m'mphepete mwa khoma m'mudzi wabata, pakati pa masukulu ndi nyumba zogona. Pa nthawi ya nkhomaliro, malo odyera amakhala odzaza ndi ogwira ntchito atavala mabaji a Shein. zotsatsa zamakampani opanga zovala.
M'dera loyandikana nalo, lomwe lili ndi mafakitale ang'onoang'ono, ena omwe akuwoneka ngati nyumba yomangidwanso - matumba omwe ali ndi dzina la Shein amatha kuwoneka atakutidwa pamashelefu kapena atafoledwa pamatebulo. Malo ena ndi aukhondo. akazi amavala ma sweatshirt ndi masks opangira opaleshoni ndikugwira ntchito mwakachetechete patsogolo pa makina osokera.Pa khoma limodzi, Shein's Supplier Code of Conduct yalembedwa momveka bwino.("Ogwira ntchito ayenera kukhala osachepera zaka 16." kapena kuchitira nkhanza antchito.”) Komabe, m’nyumba ina, matumba odzaza ndi zovala aunjika pansi ndipo aliyense woyesa angafunikire kupondaponda movutikira amadutsa ndikudutsa.
Chaka chatha, ofufuza omwe adayendera Panyu m'malo mwa gulu la Swiss watchdog Public Eye adapezanso kuti nyumba zina zinali ndi makonde ndi zotuluka zotsekedwa ndi matumba akuluakulu a zovala, zomwe zimaoneka ngati ngozi yamoto. ndi kuchoka cha m'ma 10 kapena 10:30 pm, ndi pafupifupi mphindi 90 yopuma chakudya chamasana ndi chakudya chamadzulo. ndi maulamuliro, adandiuza kuti atamva za lipoti la Public Eye, Shein "adazifufuza yekha."
Kampaniyo posachedwapa idalandira ziro kuchokera ku 150 pamlingo wosungidwa ndi Remake, yopanda phindu yomwe imalimbikitsa anthu kuti azigwira bwino ntchito komanso zachilengedwe. kupanga kwakuti silingathe n'komwe kuyeza malo ake a chilengedwe.” Sitikudziŵabe njira yawo yopezera zinthu. Sitikudziwa kuchuluka kwa zinthu zomwe amapanga, sitikudziwa kuchuluka kwa zida zomwe amagwiritsa ntchito, komanso sitikudziwa momwe amapangira mpweya wawo,” Elizabeth L. Cline, mkulu wa advocacy and policy ku Remake andiuze. (Shein sanayankhe mafunso okhudza remake report.)
Kumayambiriro kwa chaka chino, Shein adatulutsa lipoti lake lokhazikika komanso lokhudzidwa ndi chikhalidwe cha anthu, momwe adalonjeza kuti adzagwiritsa ntchito nsalu zokhazikika komanso kufotokoza mpweya wake wa mpweya wowonjezera kutentha. 83 peresenti anali ndi "zoopsa kwambiri." Kuphwanya kwakukulu kunkaphatikizapo "kukonzekera moto ndi kukonzekera mwadzidzidzi" ndi "maola ogwira ntchito," koma zina zinali zovuta kwambiri: 12% ya ogulitsa adachita "zophwanya malamulo," zomwe zingaphatikizepo kugwira ntchito ana aang'ono, ntchito yokakamiza, kapena mavuto aakulu azaumoyo ndi chitetezo. Ndinafunsa wokamba nkhani kuti kuphwanya malamulowo kunali chiyani, koma sanafotokoze.
Lipoti la Shein linanena kuti kampaniyo idzapereka maphunziro kwa ogulitsa omwe akuphwanya kwambiri. Ngati wogulitsa akulephera kuthetsa vutoli panthawi yomwe anagwirizana - ndipo pazovuta kwambiri - Shein akhoza kusiya kugwira nawo ntchito. zichitike—monga momwe bizinesi iliyonse imafunikira kuwongolera ndikukula pakapita nthawi. ”
Omenyera ufulu wa anthu ogwira ntchito akuti kuyang'ana kwambiri kwa ogulitsa kungakhale kuyankha kwachiphamaso komwe kumalephera kuthana ndi chifukwa chomwe mikhalidwe yowopsa ilipo poyambirira. Iwo amati makampani otsogola ndi omwe ali ndi udindo wokakamiza opanga kupanga zinthu mwachangu pamitengo yotsika, zomwe zimapangitsa zovuta zantchito ndi kuwonongeka kwa chilengedwe zonse koma mosapeŵeka.Izi sizosiyana ndi Shein, koma kupambana kwa Shein kumapangitsa kuti zikhale zovuta kwambiri.
Klein adandiuza kuti kampani ngati Shein ikawona momwe imagwirira ntchito, malingaliro ake amalumphira kwa anthu, nthawi zambiri azimayi, omwe ali otopa mwakuthupi ndi m'maganizo kuti kampaniyo iwonjezere ndalama ndikuwonjezera ndalama. Chepetsani ndalama. "Ayenera kukhala osinthasintha ndikugwira ntchito usiku wonse kuti enafe tikhoze kukanikiza batani ndikupereka diresi pakhomo pathu $ 10," adatero.