{"id":88962,"date":"2026-09-01T10:06:40","date_gmt":"2026-09-01T08:06:40","guid":{"rendered":"https:\/\/trader-magazine.com\/?p=88962"},"modified":"2026-09-08T10:09:25","modified_gmt":"2026-09-08T08:09:25","slug":"shein-vstupuje-na-burzu-v-dobe-kdy-uz-puvodni-rustovy-pribeh-nefunguje-tak-jako-drive","status":"publish","type":"post","link":"https:\/\/trader-magazine.com\/cs\/novinky\/shein-vstupuje-na-burzu-v-dobe-kdy-uz-puvodni-rustovy-pribeh-nefunguje-tak-jako-drive\/","title":{"rendered":"Shein vstupuje na burzu v dob\u011b, kdy u\u017e p\u016fvodn\u00ed r\u016fstov\u00fd p\u0159\u00edb\u011bh nefunguje tak jako d\u0159\u00edve"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Jen p\u0159ed n\u011bkolika lety byl Shein jednou z nejv\u011bt\u0161\u00edch firem glob\u00e1ln\u00ed e-commerce s\u00edt\u011b. \u010c\u00ednsk\u00e1 firma dok\u00e1zala spojit n\u00edzk\u00e9 ceny, flexibiln\u00ed dodavatelsk\u00fd \u0159et\u011bzec a soci\u00e1ln\u00ed s\u00edt\u011b, \u010d\u00edm\u017e si z\u00edskala obrovsk\u00e9 mno\u017estv\u00ed z\u00e1kazn\u00edk\u016f. Aktu\u00e1ln\u011b v\u0161ak \u010del\u00ed n\u011bkolika p\u0159ek\u00e1\u017ek\u00e1m najednou. R\u016fst prodejezpomaluje, n\u00e1klady rostou a nov\u00e1 celn\u00ed pravidla v USA a Evrop\u011b zasahuj\u00ed p\u0159\u00edmo do schopnosti Sheinu nab\u00edzet levn\u00e9 produkty. P\u0159id\u00e1v\u00e1 se konkurence, regulace a kontroverze a jeho vstup na hongkongskou burzu tak p\u0159ich\u00e1z\u00ed v podstatn\u011b nep\u0159\u00edzniv\u011bj\u0161\u00edm momentu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Velk\u00fd debut, ale ni\u017e\u0161\u00ed valuace<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Shein \u010dek\u00e1 1. z\u00e1\u0159\u00ed 2026 velk\u00fd den, kdy gigant v oblasti e-commerce vstoup\u00ed na Hongkongskou burzu. V r\u00e1mci IPO chce firma investor\u016fm nab\u00eddnout p\u0159ibli\u017en\u011b 280 milion\u016f akci\u00ed v cenov\u00e9m rozmez\u00ed od 47,60 a\u017e 49,50 HKD (6,07 a\u017e 6,30 USD). Pokud bychom vzali horn\u00ed hranici tohoto rozp\u011bt\u00ed, tak by Shein z\u00edskal v\u00edce ne\u017e 1,7 miliardy USD, p\u0159i\u010dem\u017e jeho hodnota by se pohybovala na t\u00e9m\u011b\u0159 27 miliard\u00e1ch USD.[1] Kolik budou jeho akcie opravdu st\u00e1t, ozn\u00e1m\u00ed den p\u0159ed samotn\u00fdm IPO, 31. srpna 2026. Pro podnik tak nastane vyvrcholen\u00ed n\u011bkolik let trvaj\u00edc\u00ed snahy dostat se na burzu jako ve\u0159ejn\u011b obchodovateln\u00e1 spole\u010dnost. P\u0159edchoz\u00ed pokusy na americk\u00e9 \u010di lond\u00fdnsk\u00e9 burze p\u0159itom ztroskotaly na regula\u010dn\u00edch a politick\u00fdch p\u0159ek\u00e1\u017ek\u00e1ch. Hongkong se tedy zd\u00e1 jako \u0159e\u0161en\u00ed, kter\u00e9 by mohlo fungovat, a\u010dkoli za mnohem ni\u017e\u0161\u00ed hodnotu, o jak\u00e9 se hovo\u0159ilo v minulosti. Zat\u00edmco valuace firmy v roce 2022 dosahovala v\u00edce ne\u017e 98 miliard USD, v pr\u016fb\u011bhu let klesala, a\u017e se podle Forbes v&nbsp;tomto roce dostala na \u00farove\u0148 28 miliard USD.*<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00fdrazn\u00e9 zpomalen\u00ed r\u016fstu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jedn\u00edm z probl\u00e9m\u016f Sheinu je, \u017ee jeho enormn\u00ed r\u016fst z dob po pandemii za\u010dal v\u00fdrazn\u011b zpomalovat. Podle CNBC sice v minul\u00e9m roce celkov\u00e9 tr\u017eby vzrostly o 8 %, no je to v\u00fdrazn\u011b m\u00e9n\u011b ne\u017e 20,7 %-n\u00ed r\u016fst v roce p\u0159edt\u00edm. Pokud si to rozd\u011bl\u00edme geograficky, tak v USA v roce 2025 dokonce spole\u010dnost meziro\u010dn\u011b zaznamenala pokles tr\u017eeb o 3 %, p\u0159i\u010dem\u017e v prvn\u00edm kvart\u00e1lu roku 2026 se propad prohloubil na 14 %. Podobn\u00fd v\u00fdvoj byl viditeln\u00fd i na nejv\u011bt\u0161\u00edm trhu Sheinu, v Evrop\u011b, kter\u00fd tvo\u0159il a\u017e 35 % jeho tr\u017eeb. Zat\u00edmco v roce 2024 byl r\u016fst na \u00farovni 33 %, rok 2025 p\u0159inesl pouze 9 %-n\u00ed n\u00e1r\u016fst. B\u011bhem prvn\u00edch t\u0159\u00ed m\u011bs\u00edc\u016f tohoto roku p\u0159i\u0161lo je\u0161t\u011b v\u011bt\u0161\u00ed zpomalen\u00ed na 2 %. Shein p\u0159itom nad\u00e1le z\u016fst\u00e1v\u00e1 velkou spole\u010dnost\u00ed, kter\u00e1 v roce 2025 dos\u00e1hla tr\u017eeb skoro 42 miliard USD, oproti 32 miliard\u00e1m USD v roce 2023. Nejnov\u011bj\u0161\u00ed \u00fadaje ukazuj\u00ed, \u017ee ke konci b\u0159ezna 2026 m\u011bl Shein 281 milion\u016f aktivn\u00edch z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed za rok zadali v\u00edce ne\u017e 1 miliardu objedn\u00e1vek.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kdy\u017e levn\u00e9 p\u0159est\u00e1v\u00e1 b\u00fdt v\u00fdhodou<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Za takov\u00fdto v\u00fdvoj m\u016f\u017ee zm\u011bna pravidel v p\u0159eprav\u011b mal\u00fdch z\u00e1silek, kter\u00e9 byly nejen pro Shein, ale i dal\u0161\u00ed \u010d\u00ednsk\u00e9 e-commerce zna\u010dky obrovskou devizou. V\u00fdjimka de minimis, kter\u00e1 osvobozovala z\u00e1silky do ur\u010dit\u00e9 hodnoty od celn\u00edch poplatk\u016f, byla zru\u0161ena. Ve Spojen\u00fdch st\u00e1tech se tak stalo v&nbsp;l\u00e9t\u011b minul\u00e9ho roku u z\u00e1silek do 800 USD, zat\u00edmco v Evropsk\u00e9 unii zm\u011bna za\u010dala platit v l\u00e9t\u011b tohoto roku, a to v p\u0159\u00edpad\u011b z\u00e1silek v hodnot\u011b 150 EUR. V EU se nav\u00edc zavedlo clo ve v\u00fd\u0161i 3 EUR za ka\u017edou produktovou kategorii v z\u00e1silce. Shein v USA zv\u00fd\u0161il ceny, aby vy\u0161\u0161\u00ed n\u00e1klady p\u0159enesl na z\u00e1kazn\u00edky, p\u0159i\u010dem\u017e podobn\u00e9 kroky zva\u017euje i pro evropsk\u00e9 spot\u0159ebitele. N\u00edzk\u00e1 cena byla konkuren\u010dn\u00ed v\u00fdhodou pro spole\u010dnost, ale jak uvedla profesorka Columbia Business School Angela Lee, pokud si firma zakl\u00e1d\u00e1 obchodn\u00ed model na tom, \u017ee je nejlevn\u011bj\u0161\u00ed, po zv\u00fd\u0161en\u00ed cen ji z\u00e1kazn\u00edci mohou velmi rychle opustit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Chce ocen\u011bn\u00ed jako konkurence<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Shein se roky sna\u017e\u00ed p\u0159esv\u011bd\u010dit trh, \u017ee je jin\u00fd ne\u017e ostatn\u00ed prodejci oble\u010den\u00ed a to hlavn\u011b kv\u016fli sv\u00e9mu \u0159\u00edzen\u00e9mu dodavatelsk\u00e9mu \u0159et\u011bzci a schopnosti rychle reagovat na zm\u011bnu popt\u00e1vky. Vyu\u017e\u00edv\u00e1 model, kdy nejprve vyrob\u00ed men\u0161\u00ed mno\u017estv\u00ed nov\u00e9ho produktu a na z\u00e1klad\u011b popt\u00e1vky upravuje produkci. Podle samotn\u00e9ho Sheinu takto dok\u00e1\u017ee m\u011bnit z\u00e1soby v pr\u016fm\u011bru za 36 dn\u00ed, p\u0159i\u010dem\u017e u konkuren\u010dn\u00edho Inditexu jde o 71 dn\u00ed a u firmy Fast Retailing, pod kterou pat\u0159\u00ed zna\u010dka Uniqlo, je to asi 114 dn\u00ed. Podle zdroj\u016f South China Morning Post si Shein proto mysl\u00ed, \u017ee by m\u011bl b\u00fdt oce\u0148ov\u00e1n stejn\u011b jako velc\u00ed m\u00f3dn\u00ed konkurenti. Trh je v tomto trochu opatrn\u011bj\u0161\u00ed a jak informuje agentura Bloomberg, tak podnik\u00e1n\u00ed \u010d\u00ednsk\u00e9 spole\u010dnosti oce\u0148uje na maxim\u00e1ln\u011b 15n\u00e1sobek o\u010dek\u00e1van\u00e9ho zisku v roce 2027, co\u017e znamen\u00e1 p\u0159ibli\u017en\u011b 25 miliard USD.[2] Tyto ud\u00e1losti n\u00e1m tedy ukazuj\u00ed, \u017ee Shein na burzu nep\u0159ich\u00e1z\u00ed v pozici l\u00eddra, u kter\u00e9ho se investo\u0159i p\u0159edh\u00e1n\u011bj\u00ed, aby si koupili jeho akcie. Nav\u00edc jsou tu i des\u00edtky \u017ealob souvisej\u00edc\u00edch s&nbsp;\u00fadajn\u00fdm poru\u0161ov\u00e1n\u00edm pr\u00e1v du\u0161evn\u00edho vlastnictv\u00ed a pokra\u010duj\u00edc\u00ed regula\u010dn\u00ed kontrola v USA a Evrop\u011b.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">U\u017e nen\u00ed bezkonkuren\u010dn\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u010c\u00ednsk\u00fd retailer se nestal popul\u00e1rn\u00edm jen d\u00edky n\u00edzk\u00fdm cen\u00e1m, ale tak\u00e9 schopnosti vyu\u017e\u00edt boom soci\u00e1ln\u00edch s\u00edt\u00ed, hlavn\u011b TikToku. Ke spoluprac\u00edm vyu\u017e\u00edval influencery, ale i b\u011b\u017en\u00e9 u\u017eivatele, aby propagovali jeho produkty v r\u00e1mci tzv. haul\u016f, tedy p\u0159edstaven\u00ed v\u011bc\u00ed, kter\u00e9 si zakoupili. Takto si z\u00edskal mlad\u0161\u00ed spot\u0159ebitele a dok\u00e1zal tak sledovat trendy a produkty vyvol\u00e1vaj\u00edc\u00ed z\u00e1jem. V sou\u010dasnosti tento prostor u\u017e nen\u00ed \u00fapln\u011b bezkonkuren\u010dn\u00ed a do hry vstoupil americk\u00fd Amazon a hlavn\u011b \u010d\u00ednsk\u00e9 Temu. Do vlastn\u00edch online kan\u00e1l\u016f investovali i tradi\u010dn\u00ed hr\u00e1\u010di jako nap\u0159\u00edklad Inditex, kter\u00fd vlastn\u00ed Zaru. Dynamiku proto neztr\u00e1c\u00ed jen ve prosp\u011bch konkurence, ale i mezi mlad\u0161\u00edmi z\u00e1kazn\u00edky, kte\u0159\u00ed se v\u00edce zam\u011b\u0159uj\u00ed na ekologii a kontroverze spojen\u00e9 s pracovn\u00edmi podm\u00ednkami a environment\u00e1ln\u00edm dopadem fast fashion tak\u00e9 nep\u0159id\u00e1vaj\u00ed na sl\u00e1v\u011b zna\u010dky. Nap\u0159\u00edklad emise sklen\u00edkov\u00fdch plyn\u016f byly podle \u00fadaj\u016f v roce 2025 p\u0159ibli\u017en\u011b dvojn\u00e1sobn\u00e9 oproti Inditexu, a\u010dkoli tr\u017eby Sheinu byly ni\u017e\u0161\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nov\u00fd zdroj r\u016fstu?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Shein expanduje sv\u016fj byznys i mimo prodej a rozv\u00edj\u00ed vlastn\u00ed Marketplace a nab\u00edz\u00ed zna\u010dk\u00e1m p\u0159\u00edstup ke sv\u00e9 dodavatelsk\u00e9 a produktov\u00e9 infrastruktu\u0159e. Slu\u017eby t\u0159et\u00edm stran\u00e1m, tzv. brand enablement services p\u0159itom pat\u0159\u00ed mezi nejrychleji rostouc\u00ed segmenty a jejich tr\u017eby v roce 2025 vzrostly t\u00e9m\u011b\u0159 o 40 %. St\u00e1le v\u0161ak tvo\u0159\u00ed jen p\u0159ibli\u017en\u011b 1 % celkov\u00fdch tr\u017eeb. Segment je v\u00fdznamn\u00fd zejm\u00e9na z pohledu mar\u017ee, jeliko\u017e je vy\u0161\u0161\u00ed ne\u017e hlavn\u00ed podnik\u00e1n\u00ed Sheinu. Pro srovn\u00e1n\u00ed provozn\u00ed mar\u017ee t\u011bchto slu\u017eeb je dvakr\u00e1t vy\u0161\u0161\u00ed ne\u017e mar\u017ee cel\u00e9 skupiny, co\u017e op\u011bt ukazuje, \u017ee se firma sna\u017e\u00ed vyu\u017e\u00edt dodavatelsk\u00fd \u0159et\u011bzec co nejv\u00edce. Shein m\u00e1 tedy st\u00e1le co nab\u00eddnout, ale mus\u00ed investor\u016fm uk\u00e1zat, \u017ee jeho budoucnost nestoj\u00ed pouze na levn\u00e9m oble\u010den\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Diana Fatikov\u00e1, analyti\u010dka\u00a0<\/strong><a href=\"https:\/\/www.investago.com\/cs\" target=\"_blank\" rel=\"noopener\" title=\"\"><strong>InvestaGo<\/strong><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">*Minul\u00e1 v\u00fdkonnost nen\u00ed z\u00e1rukou budouc\u00edch v\u00fdsledk\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[1,2] V\u00fdhledov\u00e1 prohl\u00e1\u0161en\u00ed vych\u00e1zej\u00ed z p\u0159edpoklad\u016f a aktu\u00e1ln\u00edch o\u010dek\u00e1v\u00e1n\u00ed, kter\u00e1 mohou b\u00fdt nep\u0159esn\u00e1, nebo z aktu\u00e1ln\u00edho ekonomick\u00e9ho prost\u0159ed\u00ed, kter\u00e9 se m\u016f\u017ee zm\u011bnit. Takov\u00e1 prohl\u00e1\u0161en\u00ed nejsou z\u00e1rukou budouc\u00ed v\u00fdkonnosti. Zahrnuj\u00ed rizika a dal\u0161\u00ed nejistoty, kter\u00e9 se daj\u00ed obt\u00ed\u017en\u011b p\u0159edv\u00eddat. V\u00fdsledky se mohou podstatn\u011b li\u0161it od v\u00fdsledk\u016f vyj\u00e1d\u0159en\u00fdch nebo implikovan\u00fdch v jak\u00fdchkoli v\u00fdhledov\u00fdch prohl\u00e1\u0161en\u00edch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento text p\u0159edstavuje marketingovou komunikaci. Nejedn\u00e1 se o \u017e\u00e1dnou formu investi\u010dn\u00edho poradenstv\u00ed nebo investi\u010dn\u00edho pr\u016fzkumu ani o nab\u00eddku jak\u00e9koli transakce s finan\u010dn\u00edm n\u00e1strojem. Obsah textu nezohled\u0148uje individu\u00e1ln\u00ed okolnosti \u010dten\u00e1\u0159\u016f, jejich zku\u0161enost \u010di finan\u010dn\u00ed situaci. Minul\u00e1 v\u00fdkonnost nen\u00ed z\u00e1rukou \u010di predikc\u00ed budouc\u00edch v\u00fdsledk\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">*Jedn\u00e1 se o placenou spolupr\u00e1ci<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jen p\u0159ed n\u011bkolika lety byl Shein jednou z nejv\u011bt\u0161\u00edch firem glob\u00e1ln\u00ed e-commerce s\u00edt\u011b. \u010c\u00ednsk\u00e1 firma dok\u00e1zala spojit n\u00edzk\u00e9 ceny, flexibiln\u00ed dodavatelsk\u00fd \u0159et\u011bzec a soci\u00e1ln\u00ed s\u00edt\u011b, \u010d\u00edm\u017e si z\u00edskala obrovsk\u00e9 mno\u017estv\u00ed z\u00e1kazn\u00edk\u016f. Aktu\u00e1ln\u011b v\u0161ak \u010del\u00ed n\u011bkolika p\u0159ek\u00e1\u017ek\u00e1m najednou. 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