Name: 曾經人人都能靠著手工藝品發家致富的平台 Etsy 發生了什麼事？ (What Happened To Etsy?)
Uploaded: 2024-05-27T07:16:02.000Z
Duration: 12 min 5 s

Etsy, the global e-commerce platform known for unique and

全球電子商務平臺 Etsy 以其獨特的產品和服務而聞名。

handmade goods, reported its highest ever annual revenue of

手工藝品，報告的年收入達到了有史以來最高的

Its gross merchandise sales, or the total value of goods

商品銷售總額，即商品的總價值

sold on Etsy, declined in the same period, falling flat for

同期，在 Etsy 出售的商品數量有所下降，其中

It stocks its more than 70% lower than its 2021 high, and

其股價比 2021 年的高點低了 70% 以上，而且

first quarter 2024 earnings results didn't look much

2024 年第一季度財報看起來並不理想

Etsy's consolidated results, while within our guidance

Etsy 的綜合業績在我們的指導範圍之內

range, were not where we wanted them to be.

但我們發現，這些問題並沒有達到我們的預期。

After the big increase in both buyers and spending per buyer

在買家和每位買家的花費都大幅增加之後

during Covid, it looks like they've hit a wall and you

在 Covid 期間，他們似乎碰壁了，而你

basically have a company that has not grown in two years.

基本上，有一家公司已經兩年沒有增長了。

Some longtime sellers are partly blaming CEO Josh

一些長期銷售商部分歸咎於首席執行官喬希

Silverman, saying his focus on profits has pushed the

西爾弗曼說，他對利潤的關注推動了

company away from its vision, allowing counterfeits and mass

公司偏離了自己的願景，讓假冒偽劣產品和大規模的

produced items to thrive, demoralizing artists and

這些項目的興旺，打擊了藝術家們的士氣，也削弱了他們的能力。

Competing with people who are generating art via artificial

與通過人工製造藝術品的人競爭

You're just going to be a slightly more expensive

Amazon. That seems like a terrible business plan.

亞馬遜這似乎是一個糟糕的商業計劃。

With discretionary spending down a first quarter 2024 miss

可支配支出下降，2024 年第一季度未達預期

in both merchandise sales and profits, and an acknowledgment

of poor execution by its CEO, Etsy's future is uncertain.

由於首席執行官執行不力，Etsy 的前景並不明朗。

Its job is to return value to shareholders.

它的工作就是為股東創造價值。

At the end of the day, they need to be able to sell things

歸根結底，他們需要能夠賣出東西

When Etsy first came on the market in 2005, it was a

2005 年，當 Etsy 首次出現在市場上時，它還只是一個

People who loved arts and crafts finally had a place to

熱愛藝術和手工藝的人們終於有了一個可以

buy those things all the time and get connected with sellers

經常買這些東西，並與賣家建立聯繫

and artisans and artists who maybe they would have never

以及工匠和藝術家，他們也許永遠不會

Etsy's founder and then CEO, Rob Kalin built the platform

Etsy 創始人兼首席執行官羅布-卡林建立了這個平臺

His vision was that Etsy could influence society in a

他的願景是，Etsy 可以在以下方面影響社會

way that people would think more consciously about the

How do you get from just doing it as more of a hobby, to

你是如何從僅僅把它當作一種愛好，發展到

organizing this to the point where you can actually make a

將其組織起來，使您能夠真正做出一個

The virtual storefront also enabled a new kind of

These small businesses, these local artists, suddenly had

這些小企業、當地藝術家突然有了

the ability to connect with buyers all over the world.

能夠與世界各地的買家建立聯繫。

I mean, it was an opportunity for them to grow their brand,

我的意思是，這是他們發展品牌的一個機會、

Nicole Aline Legault and Chiarra Lohr are just two of

Nicole Aline Legault 和 Chiarra Lohr 只是其中的兩位。

the many artists who joined Etsy to sell more of their

許多藝術家加入 Etsy，以銷售更多他們的作品。

工作Legault 自 2009 年以來一直在那裡工作。

Everyone that I knew was opening up a little shop

because it was one of the only places that was offering

They were really driving the traffic and making the site

Etsy received B Corporation status in 2012, and was one of

Etsy 於 2012 年獲得 B 公司資格，併成為以下公司之一

the first companies with that certification to complete an

在 2015 年進行了首次公開募股。

At the time, it was valued at $1.8 billion, but the cracks

當時，它的估值為 18 億美元，但裂縫

in Etsy's foundation were already forming.

Kalin stepped down as CEO in 2011 for a second time.

2011 年，卡林第二次卸任首席執行官。

As competition was stiffening, the next CEO made

由於競爭日趨激烈，下一任首席執行官做出了以下決定

a big change in 2013, allowing artists to use

2013 年的一個重大變化是，允許藝術家使用

outside manufacturers to produce their designs.

外部製造商來生產他們的設計。

And in this new public arena, the company was beholden to

在這個新的公共舞臺上，該公司必須

financially focused shareholders with a laser

Etsy's stock lost more than 70% of its value its first

Etsy 的股價在上市初期下跌了 70% 以上。

From the beginning, Etsy wasn't profitable.

You know, when it went public, it was deeply in the

要知道，當它上市的時候，它還深陷在

red. This wasn't uncommon for e-commerce companies.

紅。這在電子商務公司中並不罕見。

It's still not necessarily uncommon for disruptive new

顛覆性的新技術仍不一定罕見。

startups and things like that. But over time, you

創業公司之類的東西。但隨著時間的推移，你

Vendors, too, were unhappy for different reasons.

供應商也因不同原因而感到不滿。

There's been a massive culture clash at Etsy.

Etsy 發生了大規模的文化衝突。

It's something that really started after the company went

這其實是在公司成立之後才開始的。

public. It's happening internally with employees who

had been there since the beginning, had kind of seen

這家公司，你知道，與眾不同。

2017 年又任命了一位首席執行官。

Josh Silverman made both short and long term changes,

喬希-西爾弗曼做出了短期和長期的改變、

laying off 22% of Etsy's workforce that year and later

當年裁掉了 Etsy 22% 的員工，後來又裁掉了

pushing through transaction fee hikes and shipping fees.

He also introduced a new tier -based subscription model for

他還推出了一種新的分級訂閱模式，用於

sellers to jumpstart their growth--at a cost.

It's ultimately like maybe too focused on keeping the sellers

歸根結底，也許是太專注於留住賣家了

happy and wasn't doing enough to kind of drive buyer

我很高興，但我做得還不夠多，還不足以推動買方

satisfaction. So that's what Josh tended to focus on, you

滿意這就是喬希傾向於關注的重點，你

know, kind of maybe more balancing both sides of a

要知道，這樣也許更能平衡雙方的利益

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曾經人人都能靠著手工藝品發家致富的平台 Etsy 發生了什麼事？ (What Happened To Etsy?)

ultimately

pandemic

prioritize

gross