Kutshanje, iTemu iqaliswe ngokusemthethweni eThailand ngoJulayi 29, iphawula ukungena kwayo kwimarike yesithathu kuMazantsi-mpuma eAsia. Oku kuza emva konyaka uTemu engene kwiimarike zaseMalaysia nasePhilippine.
Izinga lokukhula kwehlabathi likaTemu belimangalisa. Ngokwe-36Kr, iTemu's GMV ifikelele malunga neebhiliyoni ezingama-20 zeedola kwisiqingatha sokuqala sika-2024, igqitha intengiso yayo iyonke ngo-2023. Ukusukela ngoJulayi walo nyaka, iTemu ingene kumazwe nakwimimandla eyi-70 kwihlabathi liphela.
Nangona kunjalo, uTemu akabonakali ngathi usebenzisa iqhinga elinobundlongondlongo kwimarike yaseMzantsi-mpuma Asia. Idatha yeMomentum Ventures ibonisa ukuba kulo nyaka uphelileyo, iTemu's GMV kuMazantsi-mpuma eAsia yayizizigidi ezili-100 zeedola, ingaphantsi kakhulu kwe-TikTok Shop ye-16.3 yeebhiliyoni zeedola.
Uphuhliso lukaTemu kwimarike yaseMazantsi-mpuma yeAsia lubonakala lucotha kodwa luhambelana neenyani zommandla. Imfuno yeempahla zamaxabiso aphantsi kuMzantsi-mpuma weAsia iphezulu, intsimi apho iTemu igqwesa khona, nalapho amaqonga afana neTikTok, iLazada, kunye neShopee akhuphisana kakhulu. I-Temu ayinayo inzuzo ebalulekileyo yexabiso xa kuthelekiswa namanye amaqonga.
Abemi abancinci baseMzantsi-mpuma ye-Asia kunye namazinga aphantsi okungena kwe-e-commerce kukhokelele amaqonga amaninzi ukuseka ubukho kwangoko. Amanqanaba awohlukeneyo ezoqoqosho kunye neziseko zoncedo kuwo wonke amazwe akuMzantsi-mpuma Asia afuna amaqhinga alungelelanisiweyo.
Izaphulelo eziphezulu Qhubeka
Ngaphandle kwenkqubela ecothayo, iTemu iyaqhubeka nokubonelela ngezaphulelo ezibalulekileyo. Ekusungulweni kwayo eThailand, iTemu yazisa izaphulelo zokuvula ukuya kuthi ga kwi-90%. Okwangoku, iwebhusayithi ibonelela ngeempahla ezahlukeneyo ezinqamlezileyo ngophononongo lwehlabathi kunye nemilinganiselo.
Ngokutsho kweMomentum Ventures '"2024 Southeast Asia E-Commerce Report," iThailand yimarike ye-e-commerce yesibini ngobukhulu kuMzantsi-mpuma Asia, ilandela i-Indonesia, enezinga lokukhula okwesibini ukuya eVietnam, ebonisa ukonyuka kwe-34.1% unyaka nonyaka. Ngeli xesha, i-Indonesia iseyeyona ntengiso inkulu ye-e-commerce kuMzantsi-mpuma Asia, inegalelo le-46.9% ye-GMV yommandla.
UTemu akakangeni e-Indonesia, kwaye ngenxa yendawo enokhuphiswano, iThailand ibonelela ngegumbi elilinganiselweyo lokukhula. Ngo-2023, imakethi ye-e-commerce yaseThailand yayilawulwa nguShopee (49% yesabelo semarike), iLazada (30%), kunye neTikTok Shop (21%).
Ukujongana nale mingeni, iTemu iphuhlise eyakhe inkqubo yolungiselelo lokuzalisekisa iiodolo ezivela kwiindawo ezahlukeneyo. Abathengisi banokuhambisa iimpahla ngelori ukusuka eGuangzhou ukuya eBangkok, kunye nokuhanjiswa kwendlu ngendlu kuthatha ngaphantsi kweentsuku ezintlanu, mfutshane kunokuhambisa elwandle kodwa kubiza kancinci.
Umjikelo weentsuku ezintlanu wokuziswa kweenkonzo luphuculo olubonakalayo lobuchule beTemu. Nangona kunjalo, amaqonga afana noShopee kunye neLazada, ekudala zisekiwe kwimakethi eseMazantsi-mpuma eAsia, bakhe iinkqubo zabo zolungiselelo kwaye baphucule ngokubonakalayo ukusebenza kakuhle kolungiselelo.
Iinkqubo zeedilesi, ucwangciso lwendlela, kunye nezixhobo zothutho ziyahluka kakhulu kumazwe akuMzantsi-mpuma Asia. I-Indonesia, kunye neziqithi zayo ezingama-17,508, kunye neePhilippines zijongene nemiba yokuthumela ngenqanawa phakathi kweziqithi. IVietnam neThailand nazo zineengxaki zokuxinana kwezithuthi ezidolophini. Ukongeza, iziseko ezingundoqo ezingonelanga njengeendlela kunye noololiwe, kunye nonikezelo lweemayile ezisezantsi, yimicelimngeni yolungiselelo. Kumaqonga orhwebo asekiweyo e-e-commerce, uphuculo lunqunyelwe, kunye neepasile ezincinci zisebenzisa ulungiselelo lwamazwe ngamazwe. I-Temu iya kujongana nemiceli mngeni emininzi njengoko iqhubeka nokukhula kwintengiso ye-Asia-mpuma ye-Asia.
Imiba yentlawulo ngomnye umngeni kuTemu. Ezona ndlela ziphambili zokuhlawula ngamakhadi etyala lamazwe ngamazwe kunye ne-PayPal, kodwa ukungena kwekhadi letyala kuMzantsi-mpuma we-Asia akukho phezulu njengaseTshayina, eJapan, eKorea, okanye eMntla Melika.
I-TikTok's "iGlobal Consumer Trends White Paper Southeast Asia" ibonisa ukuba ngo-2023, imali ekuhanjisweni ibalelwa kwi-2% yentengiselwano ye-e-commerce yehlabathi. Amazwe akuMzantsi-mpuma we-Asia anomlinganiselo ophezulu wemali ekuhanjisweni kweentlawulo ze-e-commerce kunomndilili wehlabathi, kunye ne-Indonesia kwi-11%, iiPhilippines kwi-14%, kunye neVietnam kwi-17%.
Xa kuthelekiswa, uShopee uyayixhasa iNtlawulo yesitalato ngelixa iLazada ibonelela ngemali ngokuziswa, ukulungelelaniswa ngcono nemikhwa yabathengi basekhaya.
Imingeni eNgaphaya kwamaxabiso aphantsi
I-Temu kunye ne-Pinduoduo baye babamba ngempumelelo iimarike zaseTshayina kunye neNtshona ngokugxila kumaxabiso aphantsi kunye nokucofa kubasebenzisi beemarike eziphantsi. Nangona kunjalo, ezi zicwangciso zibonakala zingasebenzi kakuhle kuMzantsi-mpuma Asia.
Ngelixa isicwangciso sokubonelela ngamaxabiso aphantsi sihlala sisebenza, asiloqhinga elitsha eMzantsi-mpuma Asia.
Ingxelo kaShopify malunga nokuziphatha kwabathengi baseSoutheast Asia kunye nezicwangciso ze-e-commerce zibonisa ukuba ngophuhliso olukhawulezayo lwe-e-commerce kulo mmandla, ixabiso liye laba yeyona nto iphambili yokuqwalaselwa kubathengi xa bethenga. Ngokunyuka kwamaxabiso okukhokelela ekunciphiseni inkcitho yabathengi, i-83% yabantu base-Asia-mpuma ye-Asia banciphisa iindleko ezingeyomfuneko, kwaye i-39% iceba ukukhetha iimveliso ezingabizi kakhulu.
Uninzi lwamazwe akuMzantsi-mpuma we-Asia anesakhono sokukhula okuphezulu kwi-GDP yomntu ngamnye xa kuthelekiswa namazwe aphuhlileyo afana neYurophu kunye ne-United States. Xa kudityaniswe nefuthe lokunyuka kwamaxabiso, abathengi baseSoutheast Asia baya bexabisa kakhulu ukusebenza kakuhle kweendleko kwaye banovakalelo oluphezulu lwamaxabiso.
I-Lazada, izimise ngokufana ne-JD.com kunye ne-Tmall e-Southeast Asia, sele ithathe imodeli elawulwa ngokupheleleyo, ibe yindawo yokuqala ye-e-commerce kwi-Asia-mpuma ye-Asia ukwenza oko. Ijolise ikakhulu kwiimveliso ezineendleko eziphezulu. Ngokungafaniyo namaqonga anje ngeTikTok kunye neTemu, imodeli yolawulo olupheleleyo yeLazada ibandakanya zombini umda kunye nabathengisi basekhaya, abanokukhetha phakathi kokuzisebenza kunye nolawulo olupheleleyo lweemveliso ezinexabiso eliphezulu, ezinomthamo omkhulu.
UShopee ukwaqhuba imisebenzi eyahlukeneyo yezaphulelo, ehlala ethoba amaxabiso emveliso. Ukuthelekisa icandelo lempahla yabasetyhini kwi-Shopee Philippines, izinto ezininzi zixabiso ngepeso enye kunye nokuthunyelwa kwamahhala. Iimveliso ezifanayo ezingathathi nxaxheba ekukhuthazeni azifane zidlule i-120 pesos (ngaphezulu nje kwe-$ 2); xa kuthelekiswa, iimveliso zeTemu ezifanayo zivela kwi-160 ukuya kwi-200 pesos, enika akukho nzuzo ibalulekileyo.
Kubathengi baseMazantsi mpuma eAsia, maninzi kakhulu amaqonga e-e-commerce abonelela ngeemveliso zamaxabiso aphantsi. Amaxabiso aphantsi eTemu aphulukene “neendleko ezifanelekileyo” zezandyondyo zemvula.
Ngaphaya koko, imakethi yangoku yase-Asia-mpuma ye-e-commerce ikwimeko yesiphithiphithi. Ivenkile yeTikTok iye yakhawuleza ukogqitha abakhuphisana nabo, kwaye uShopee unesabelo esibalulekileyo semakethi. UTemu sele enamanyathelo amaninzi emva kwala maqonga.
I-Momentum Ventures '"Ingxelo ka-2024 yaseMzantsi-mpuma ye-Asia E-commerce" ibonisa ukuba kulo nyaka uphelileyo, iqonga le-e-commerce lommandla i-GMV lafikelela kwi-114.6 yeebhiliyoni zeedola, uShopee ekhokele kwi-48% yesabelo semarike, elandelwa nguLazada nge-16.4%, kunye neTikTok kunye neTokopedia nganye ibambe i-14.2%, ikwindawo yesithathu.
Ngaphaya koko, kulo nyaka uphelileyo, iTikTok yafumana isininzi kwiqonga le-e-commerce elikhulu laseIndonesia iTokopedia, kwaye isabelo sabo semakethi esidityanisiweyo sifike kwi-28.4%, nto leyo eyenza iTikTok Shop ibe ngumdlali wesibini ngobukhulu kuMzantsi-mpuma weAsia.
Ngaphandle kokukhula kwesabelo semalike, ubume bolutsha lwase-Asia-mpuma ye-Asia buthetha izinga eliphezulu lokungena kumajelo eendaba ezentlalo, nokwamkelwa okuphezulu kosasazo oluphilayo kunye norhwebo lwe-e-social, kunye nempembelelo ebalulekileyo evela kwiiNkokeli zeNgcaciso eziPhambili (ii-KOLs). Idatha ye-Statista ibonisa ukuba imidiya yoluntu iye yaba yenye yeendlela zokuthenga abathengi base-Asia-mpuma ye-Asia, kunye ne-4% kuphela yabathengi baseVietnam abangazange basebenzise imidiya yoluntu ekuthengeni. I-TikTok inenzuzo yendalo kwi-e-commerce kuMzantsi-mpuma Asia.
Ukongeza, iiplatifti ze-e-commerce zeshelufa zemveli ezifana neShopee kunye neLazada zikwaqhelanisa nomkhwa ngokubandakanya iimodeli ze-e-commerce ezibukhoma kwimakethi yase-Asia-mpuma. Oku kuzisa omnye umngeni kuTemu.
Ukubuyela kwiTemu ngokwayo, ingqwalasela yayo ihleli kwiimarike zaseYurophu nezaseMelika. Kunyaka ophelileyo, ikhuthaze kakhulu imodeli elawulwa ngokupheleleyo, kwaye kulo nyaka, ityhala ngokupheleleyo imodeli elawulwa kancinci, ijolise ekunyuseni ngokuqhubekayo isabelo sayo sentengiso eYurophu naseMelika ukutsala abathengi abaninzi. Ngaphezu koko, umgaqo-nkqubo kaTemu wokubuyiswa kunye nesicwangciso samaxabiso aphantsi kwiimarike zaseYurophu nezaseMelika sele zingonelisekanga abathengisi abaninzi. Bangaphi abathengisi abaya kuvuma kwaye bakwazi ukuthatha inxaxheba kwimarike yaseMzantsi-mpuma ye-Asia ayaziwa.
Ibhalwe ngu Ziyi Zhang
Hlela ngu Silai Yuan
Umthombo ovela 36 SEK
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