Esedlule Ngokushesha isibe ngelinye lamagama aqashelwa kakhulu kwezohwebo ngedijithali yamazwe ngamazwe, kodwa ukunwetshwa kwayo kwe-meteoric kuhambisane nokuhlolwa okukhulayo okuvela kokubili iziphathimandla zaseYurophu kanye nezinhlangano zabathengi kanye nezinhlangano zamazwe ngamazwe. Ezinyangeni ezedlule, inkundla ibiphakathi kwenkulumo-mpikiswano kokubili kumodeli yayo yebhizinisi kanye nemithelela yezomthetho neyokulawula enganquma ikusasa layo eliseduze eYurophu nakwezinye izimakethe.
Isikhalazo sikaTemu sisekelwe esihlokweni senani esicacile: amanani angehlulwa, ukuzizwisa kokuthenga okunamandla, kanye nokulandelana kwamaphromoshini namakhuphoni agcina abasebenzisi bexhumene nohlelo lokusebenza. Le ndlela Lokhu akwenzanga nje kuphela ukukhula okumangalisayo, kodwa futhi ukucutshungulwa kwabaphathi base-Europe kanye nengcindezi yokuhlanganisa izindlela zokulawula eziqinile ukubhekana nezingozi ezingase zibe khona kubathengi.
I-Temu isendaweni evelele yokuthengisa umkhiqizo kanye nezingozi zokulawula
Ucwaningo lwakamuva olwenziwe ngabakwa I-European Commission UTemu ukhonjwe indlela ngezinsolo ukwehluleka ekulawuleni ukuphepha kwayo kanye nekhwalithi, ikakhulukazi ekuthengisweni kwezinto ezibucayi njengamathoyizi ezingane nezinto zikagesi. Ngokusho kweziphathimandla, inkundla kuthiwa ivumele ukuthengiswa kwemikhiqizo engahambisani nemithetho yamanje yaseYurophu.
I-Digital Services Directive (DSA) idinga izimakethe ezifana neTemu ukuthi zihlale zihlola ubungozi bomsebenzi wazo, kusukela ku- ukuvikelwa kwezingane ukuhlonipha ubumfihlo kanye nokuvimbela ukusatshalaliswa kwemikhiqizo engahambisani nemithetho. Inkulumo-mpikiswano eBrussels iphakamisa ukuthi uTemu wenze ukuhlaziya okunganele, ethembele kudatha yemboni kunolwazi oluthile mayelana nokusebenza kwepulatifomu.
Uma okungahambi kahle kuqinisekiswa, inkampani ingase ibhekane nezijeziso ezifika ku- I-6% yenzuzo yayo emhlabeni jikeleleUTemu, yena, unelungelo lokuphendula futhi ethule izimpikiswano ngaphambi kokuba iKhomishana inqume unswinyo olungase lube khona.
Lokhu kungezwani akukhawulelwe kuTemu: amanye amapulatifomu amakhulu ase-Asia-njenge-Shein noma i-AliExpress-nawo angaphansi kokuhlolwa kwe-Europe. Ngokuhambisanayo, i-EU ifunda ukuqaliswa kwe isilinganiso esincane sephakeji ngayinye yokungenisa ngaphandle kwe-EU, okubeka izinselele ezengeziwe zemodeli yebhizinisi yalezi zinhlobo zezinkampani.
Amakhuphoni, imidlalo, namasu okwakha ukwethembeka kwamakhasimende
Impumelelo kaTemu ichazwa kakhulu ngokuthi inqubomgomo eqinile yokukhushulwa kanye nezaphuleloKusukela ekufinyeleleni kokuqala, inkampani iqhumisa abasebenzisi nge amakhuphoni, okunikezwayo kanye nemiyalezo ehehayo okukumema ukuba usebenzise amathuba alinganiselwe. Baze bathuthukisa imidlalo nezinhlelo zokuklomelisa ezikhuthaza ukubamba iqhaza kanye nokwenyusa imali emaphakathi ngomsebenzisi ngamunye.
Abathengi abaningi bathola ama-imeyili nsuku zonke nge amakhuphoni amasha kanye nezingcingo esenzweni, okudala kokubili ukwethembeka kanye nenani elithile lokukhathala phakathi kwamanye amakhasimende. Le ndlela, egqugquzelwa izinkundla ezifana ne-Pinduoduo e-China, ihambisana nezinhlelo zokudlulisela kanye nemisebenzi yokusebenzisana edonsa ukunaka komsebenzisi futhi yandise isikhathi sabo esichithwe kuhlelo lokusebenza.
La ukufinyelela okulula emikhiqizweni yazo zonke izinhlobo Futhi ikhono lokupakisha izaphulelo lisize uTemu weqa uShein ekudumeni ezimakethe ezimbalwa zaseNtshonalanga. Ngokusho kwedatha evela kumafemu e-analytics, iphrofayili ejwayelekile e-Spain ngowesifazane osemusha oneholo elilinganiselwe futhi ongenamfundo yasekolishi, futhi u-70% wokuthenga wenziwa ngohlelo lokusebenza lweselula.
Ukusetshenziswa kwama-algorithms namaphethini amnyama: impikiswano ngezinqubo zebhizinisi
U-Temu, njengabanye o-opharetha abakhulu bedijithali, uqokelwe ukuqashwa ama-algorithms wokuncoma anolaka kakhulu y amaphethini amnyama -imiklamo ehehayo namasu aheha ukuthengwa okungahleliwe noma akwenza kube nzima ukushiya inkundla. Izinhlangano zabathengi nochwepheshe besipiliyoni somsebenzisi baxwayisa ngokuthi lawa masu awakwazi nje ukukhuthaza ukusetshenziswa kodwa futhi, ezimeni ezibucayi, umngcele wokukhohlisa ngokwengqondo kwabasebenzisi.
La I-European Union usola izinkampani emkhakheni wokuqasha imikhuba yokuhweba engalungile: izigelekeqe, izinto zokubala zesikhathi esilinganiselwe, izinqola zokuthenga eziphakamisa ukungeza imikhiqizo ukuze uthole izinzuzo, kanye nokuzulazula okwenza kube nzima ukukhansela ngamabomu ama-akhawunti noma ukusebenzisa amalungelo obumfihlo.
Ukugxekwa kuphinde kudlulele ekusetshenzisweni okusabalele kwedatha yokuziphatha kwekhasimende ukwenza amaphromoshini abe ngewakho futhi alungise izintengo ngesikhathi sangempela, isu okuthi, nakuba lisemthethweni, lenyuse ingcindezi yokushayela ukuthenga.
Ukuzibophezela kumpahla yengqondo: UTemu ujoyina i-INTA
Ukuthuthukisa isithombe sayo nokuphendula izinsolo mayelana nokuba khona okungenzeka kwemikhiqizo yomgunyathi, UTemu unqume ukujoyina i-International Trademark Association (INTA) njengelungu lebhizinisi. Lesi sinqumo Kubandakanya ukubamba iqhaza okubonakalayo kwenkundla ezinhlelweni nasezinhlelweni ezihloselwe ukulwa nomgunyathi kanye nokuvikela impahla yengqondongqondo endaweni yedijithali.
Ngokusho kwe-INTA, ukuba khona kukaTemu eKomidini Elilwa Nokuthengiswa Komgunyathi kuvumela ukubambisana okuqinile phakathi kwamapulatifomu amakhulu, abanikazi bemikhiqizo kanye nochwepheshe bezomthetho, ngenhloso ukwabelana ngemikhuba engcono kakhulu futhi yamukele amasistimu asebenza ngempumelelo kakhulu okuthola nokukhipha imikhiqizo engekho emthethweni.
Ngokwamazwi omkhulumeli wenkampani, lesi sinyathelo sigcizelela ukuzibophezela ekwenzeni izinto obala nokwethembana yomthengi, okuhambisana nokutshalwa kwezimali kuma-algorithms namathuluzi okulawula adizayinelwe ukuqinisekisa ulwazi lokuthenga oluphephile.
Izinselele ezizayo: ingcindezi yokulawula kanye nokuncintisana okwandayo
Ingqikithi yomhlaba wonke ayilula kuTemu. Uphenyo lwaseYurophu luhlanganiswe nezinguquko kuzinqubomgomo zohwebo zase-US (ngokuqeda ukukhululwa minimis amaphakheji amancane angenisiwe nge-e-commerce), kanye nokuqiniswa kwezindleko ezimakethe ezifana neMexico. Konke lokhu kungasho a ukukhuphuka kwezindleko kanye nezithiyo zokungena isikhathi esifushane nesiphakathi nendawo.
Nakuba amanye amapulatifomu amakhulu afana ne-Amazon enza amasu athile okuncintisana ngenani eliphansi, izingxenye zenzuzo ephezulu, i-Temu iyaqhubeka nokugxila ekwandiseni kwamazwe ngamazwe kanye nokuhlukahluka kwekhathalogi yayo, manje ehlanganisa yonke into kusukela emikhiqizweni yasendlini kuya ekudleni nasemfashinini.
Izinyanga ezizayo kulindeleke ukuthi zibe zibalulekile ebudlelwaneni bukaTemu neziphathimandla ezilawulayo futhi, ngaphezu kwakho konke, emibonweni yabasebenzisi ngokuvikeleka kwenkundla, ukubeka izinto obala, nokuziphendulela endaweni efunwa kakhulu.
Ukukhuphuka kwayo kukhombisa izinselelo ezibhekene nohwebo lwedijithali emhlabeni wonke: indlela yokuncintisana ngentengo nokuhlukahluka ngenkathi kugcinwa ukwethenjwa kwabathengi futhi kuthobelana nezindinganiso eziqinile zokulawula. Indlela inkundla eziphatha ngayo lezi zici izonquma ikusasa layo kanye nesimo sayo emakethe yamazwe ngamazwe.
