SHENZHEN, Septemba. [XX] — Njengoko ukusetyenziswa kweethoyi kwihlabathi liphela kutshintsha ngakumbi kwi-intanethi, amaqonga amathathu amakhulu alawula umhlaba we-e-commerce onqumla imida ngezicwangciso ezahlukeneyo kunye nemilinganiselo yokusebenza. Ivenkile yeTikTok, iAmazon, kunye neTemu ziphinda zibumbe indlela iithoyi ezifikelela ngayo kwiimarike zamazwe ngamazwe, nganye iveza iindawo ezikhethekileyo ekukhuleni kwe-GMV, iindlela zemveliso, kunye neemodeli zenzuzo. Idatha eqokelelweyo entsha ka-2025 ityhila iindlela ezahlukeneyo ezibonelela ngengqiqo ebalulekileyo kubathumeli ngaphandle abadlula kweli candelo linamandla.
Ukukhula kweGMV: Iindlela ezahlukeneyo kwiMarike ekhulayo
Imarike yehlabathi ye-intanethi yeethoyi kulindeleke ukuba ikhule nge-3.7% unyaka nonyaka ngo-2025, kodwa lo myinge ufihla umahluko omkhulu kwiiplatifomu. I-Amazon igcina isikhundla sayo sobunkokeli kunye ne-GMV yodidi lweethoyi eqikelelweyo edlula i-$28 yeebhiliyoni, emele ukunyuka kwe-8.2% ukusuka ngo-2024, ngokutsho kwabahlalutyi beli shishini. Inkqubo yayo evuthiweyo kunye nesiseko esikhulu sabasebenzisi siyaqhubeka nokuqhuba ukukhula okuzinzileyo, ngakumbi ngexesha leziganeko zokuthenga eziphambili ezifana neBlack Friday apho inzuzo yayo yobuninzi ibonakala kakhulu. "Ngexesha lexesha eliphakamileyo, ukuthengiswa kweethoyi ze-Amazon kunokunyuka phantse kabini enye ingeniso yethu yeplatifomu xa idibene," utshilo uChen Hong, umthengisi weethoyi zamaqonga amaninzi.
Ivenkile yeTikTok ivela njengeyona nkampani ikhula ngokukhawuleza, kwaye udidi lwayo lwezinto zokudlala nezinto zokuzonwabisa lukhula ngokukhawuleza. ESingapore kuphela, iivenkile zokudlala eziphambili kwivenkile yeTikTok zivelise i-GMV phakathi kwe-\(301,000-\)500,000 ekuqaleni kuka-2025, kwaye imikhwa efanayo ibonwe kwiimarike zaseMzantsi-mpuma Asia naseYurophu naseMelika. Uqikelelo lweshishini lubonisa ukuba ivenkile yokudlala yeTikTok yeGMV yehlabathi inokukhula ngaphezulu kwe-45% ngo-2025, ikhuthazwa yimodeli yayo yorhwebo lwentlalo ephazamisa ukuzonwabisa nokuthenga.
Okwangoku, iTemu izibonakalise njengeqela eliphazamisayo elinokukhula kwe-GMV malunga ne-30% kwiithoyi, isebenzisa icebo layo lokubeka amaxabiso aqatha kunye nemigaqo-nkqubo yenkxaso-mali. Eli qonga ligqwesa ngakumbi kwiindidi ezinokulinganisela uhlahlo-lwabiwo mali, nangona utshintsho lwakutshanje lubonisa ukugxila okwandayo kwizinto ezixabisa kakhulu ($25+) ngokusebenzisa izibonelelo ezijolise kuzo. Ngelixa i-toy GMV yayo iyonke isasemva kweAmazon, ukwanda okukhawulezileyo kweTemu kubambe isabelo esikhulu semarike kwiinxalenye ezijongana namaxabiso.
Iintlobo zeMveliso: Iimpawu ezithengiswa kakhulu zePlatform
Inkqubo yemveliso yeqonga ngalinye ibonisa ulwazi olukhethekileyo lwabasebenzisi kunye neendlela zokufumanisa. Amabali empumelelo yamathoyizi eTikTok Shop alawulwa zizinto zokudlala ezithandwayo kunye nezinto eziqokelelweyo ezichuma ngokwabelana ngeendaba ezisasazekayo. Iingqokelela zamakhadi kunye neebhokisi ezingaboniyo zibonakala kakhulu, kunye neevenkile zaseSingapore ezifana neCrown Collectorr kunye ne-18 Cards ezifumana intengiso enamandla ngokukhupha okulinganiselweyo kunye nomxholo wokukhupha ibhokisi. Oku kuhambelana neendlela ezibanzi zoshishino apho amathoyizi aqhutywa yi-IP anemida engaphezulu kwe-60%.
Ikhathalogu yamathoyizi e-Amazon isaqhubeka nokuba yeyona ihlukeneyo kakhulu, ibonakalisa abathengi bayo abaninzi. Nangona iindidi zemveli ezifana noonodoli kunye namathoyizi okufundisa ziqhubeka nokusebenza kakuhle, izinto ezithengiswa kakhulu zeqonga zika-2025 ziquka umxube weemveliso ze-STEM, iimpahla ezinelayisenisi, kunye nezinto eziqokelelweyo zeprimiyamu. Olu luhlu lubonisa isikhundla se-Amazon njengendawo enye yokuthenga iintsapho, ukusuka kwizinto zokudlala zemihla ngemihla ukuya kwizinto zokuzonwabisa ezixabisa kakhulu.
Izinto zokudlala ezibalaseleyo zikaTemu zibeka phambili ukufikeleleka nokuthandwa ngokubanzi, kunye nezinto zokudlala ezisisiseko ezithambileyo, iiseti zokwakha ezilula, kunye nemidlalo yakudala ekhokela ukuthengiswa. Nangona kunjalo, iqonga liya libonisa iimveliso eziphakathi njengoko lilungisa icebo lalo lokuxhasa ngemali. "I-algorithm kaTemu ithanda iimveliso ezingaphantsi kwe-$20 kodwa ngoku ihambisa izinto ezixabiso liphezulu ngezibonelelo zeqonga," ucacisa umthengisi weethoyi osekwe eGuangzhou ogxile kwiiphazili zabantwana. Olu tshintsho luye lwahlula-hlula kancinci izinto zokudlala zikaTemu ngaphaya kweendlela zohlahlo-lwabiwo mali kuphela.
Amaqhinga okuSebenza: Iimodeli zeQonga eziSebenzayo
Iindlela ezahlukeneyo zokusebenza kwezi qonga zinefuthe elikhulu kumava kunye neziphumo zabathengisi. Inkqubo evuthileyo ye-Amazon igxininisa ukukhangelwa kunye nokuthembeka, kunye ne-algorithm yayo ye-A9 evuza uluhlu olulungisiweyo kunye nokwaneliseka kwabathengi okuqhubekayo. Abathengisi batyala imali eninzi ekwenzeni ngcono amagama angundoqo, iintengiso ezixhaswayo, kunye nokugcina imigangatho ephezulu yokufezekisa nge-FBA (Fullfilled by Amazon). Nangona oku kudala imiqobo ephezulu yokungena, ikwabonelela ngethrafikhi ezinzileyo kunye nokuthembana okuvela kubathengi abasele bezinzile.
Icebo leTikTok Shop lijikeleza ekufumaneni izinto ezisekelwe kumxholo, ukudibanisa iividiyo ezimfutshane, ukusasazwa bukhoma, kunye nobudlelwane nabantu abanempembelelo kumava okuthenga. Abathengisi bezinto zokudlala abaphumeleleyo kwiTikTok basebenzisa imiboniso yemveliso, imingeni yomxholo eyenziwe ngabasebenzisi, kunye neeseshoni ze-Q&A ngexesha langempela ukuqhuba ukuthengwa okungxamisekileyo. "Siphindaphinde kabini ukuthengiswa kwethu kwezinto zokudlala emva kokusebenzisana nabantu abanempembelelo kubazali ekukhupheni iividiyo," utshilo umphathi webhrendi yezinto zokudlala eziseSingapore. Izithintelo eziphantsi zokungena kweli qonga zivumela iimpawu ezikhawulezayo ukuba zivavanye ngokukhawuleza kwaye zikhulise iimveliso ezithandwayo.
Imodeli kaTemu igxile kumaxabiso aqatha kunye nemisebenzi elula, kunye namaxabiso aphantsi kakhulu ekhomishini (kubikwa ukuba yi-3-5% xa kuthelekiswa ne-15% yeAmazon yeethoyi) kunye neentlawulo ezincinci zentengiso. Inkonzo yeqonga (epheleleyo) iphatha izinto zokuhamba kunye nenkonzo yabathengi, inciphisa umthwalo womsebenzi wabathengisi kodwa inciphisa ulawulo lophawu. Ukwaziswa kweTemu kutshanje kwiinketho (ezilawulwa kancinci) kunika ukuguquguquka ngakumbi ngelixa kugcinwa iingenelo zeendleko.
Uhlalutyo lweNzuzo: Ukulinganisela Umthamo kunye neeMida
Inkqubela phambili yenzuzo yahluka kakhulu kwiiplatifomu ezahlukeneyo ngenxa yeendlela ezahlukeneyo zeendleko kunye namaqhinga okubeka amaxabiso. Abathengisi beAmazon bajongene neekomishini eziphezulu kunye neendleko zentengiso kodwa baxhamla kwixabiso eliphakathi eliphezulu le-odolo kunye nokuthembeka okuqinileyo kwabathengi. Abathengisi beethoyi zezemfundo baxela ingeniso ye-8-12% kwi-Amazon, kunye nezinto eziqokelelweyo zeprimiyamu ezifikelela kwi-15-20% nangona utyalo-mali oluphezulu lokuthengisa.
Iintlawulo eziphantsi zeTemu zinciphisa amaxabiso ayo aphantsi, nto leyo ebangela ukuba kubekho imida ekhuphisanayo ngendlela emangalisayo kwiindidi ezithile. "Inzuzo yethu ngeyunithi nganye iphantsi kwiTemu, kodwa ubungakanani kunye neendleko zokusebenza ezincitshisiweyo zenza ukuba ibe nexabiso," utshilo umthengisi weethoyi ezisisiseko ze-plush. Nangona kunjalo, ukugxininisa kweqonga kumaxabiso aphantsi kudala uxinzelelo kubavelisi, ngakumbi kwizinto zemveliso ezinomahluko omncinci.
Ivenkile yeTikTok inikezela ngexabiso eliphezulu lemveliso ezisasazwayo, kunye nentsebenziswano ye-IP ephumelelayo efikelela kwi-25-30% yexabiso lemveliso ngexesha leenguqu ezikhawulezayo. Nangona kunjalo, oku kuza neendleko eziphezulu zokudala umxholo kunye nokuguquguquka okukhulu kwentengiso. "Ividiyo enye esasazwayo inokuthengisa iiyunithi ezili-10,000 ngeveki, kodwa ukugcina loo mandla kufuna utyalo-mali oluqhubekayo lomxholo," ucacisa umenzi wemidlalo yamakhadi.
Iingcebiso eziCwangcisiweyo zabaThumeli ngaphandle
Icebo elifanelekileyo leqonga lixhomekeke kuhlobo lwemveliso kunye neenjongo zoshishino. Amathoyizi e-premium kunye nemfundo asebenza kakuhle kwi-Amazon, apho abathengi baxabisa umgangatho kunye nophononongo. Izinto eziqhutywa yimfashini ezifana neebhokisi ezingaboniyo kunye nezinto eziqokelelweyo ziyachuma kwinkqubo ye-ecosystem esasazekayo yeTikTok Shop. Izinto ezisisiseko ezingabizi kakhulu kunye nezinto zokukhuthaza zifumana abaphulaphuli bazo kwiTemu, ngakumbi ngenkxaso-mali entsha yeqonga enexabiso eliphezulu.
Abathengisi abaninzi abaphumeleleyo basebenzisa indlela yokusebenzisa amaqonga amaninzi, besebenzisa iAmazon ukuze bazinze, iTikTok Shop ukuze basebenzise izinto ezithengiswayo, kunye neTemu ukuze bafumane ubungakanani. "Sibeka i-60% yezinto ezisetyenzisiweyo kwiAmazon, i-30% kwiTikTok ukuze kuqaliswe izinto ezintsha, kunye ne-10% kwiTemu ukuze kugqitywe," ityhila inkampani enkulu yokuthengisa izinto zokudlala eTshayina. Le ndlela ilungeleleneyo inciphisa umngcipheko ngelixa isebenzisa amandla eqonga ngalinye.
Njengoko urhwebo lweethoyi oluwela imida lutshintsha, amaqhinga athile eqonga aya kuba baluleke ngakumbi. Impumelelo ngoku ayifuni nje kuphela iimveliso ezintle, kodwa ifuna ukufanisa ezo mveliso nenkqubo yeqonga elifanelekileyo—nokuba kukuthembeka kweAmazon, amandla eTikTok asasazekayo, okanye ukusebenza kakuhle kweendleko zeTemu. Kubathengisi bamanye amazwe abahamba kule meko inzima, ukuqonda ezi nkcukacha-manani sisitshixo sokuvula ukukhula kwemarike yeethoyi zehlabathi ngo-2025 nangaphaya.
Ixesha lokuthumela: Septemba-19-2025
