界面新闻记者 | 蓝丽琦

dingzhijiajuxingyedaxianglexinyilunjiagezhan，xingyelongtououpaijiajutuichu699dijiachanpinhongzhaxingye，danyoujingxiaoshangweigenjin，tongxingjifengqijiangpei。

9月初，欧派发布“菲思卡尔系列”的定制柜类定价699元/平方米（米），活动限时9月1日至10月15日，共45天。欧派旗下另一个品牌欧铂丽的价格则更低，为599元/平米。

四天后（9月6日），排名定制家居行业第二的索菲亚（002572.SZ）旗下子品牌“米兰纳”也推出定制柜类688yuan/pingfangmi（mi）chanpin，bioupaidedanjiadile11yuan。milannachengcicihuodongbaojiazhangda300tian。

daole9yue8ri，shangpinzhaipei（300616.sz）tuichudanjia699yuan/pingfangmideyouhuihuodong，dancongmuqiandexinxilaikanjinxianyuyijuhechuju，huodongxianshi9yue8rizhi10yue31ri，huodongshizhanggong54tian。

jiuzaishangpinzhaipeifabuhoude4gexiaoshi，suofeiyayingshouzhanbichaoguo8chengdeyijushiyebubiaoshi，zai2yuedingxiade39800yuanzhengjiataocanjichushang，chaochubufendejiagejiangzhi799yuan/pingfangmi，binghuishiyongenfji（shimuji）kangchunban。

zhici，zaidingzhijiajuxingyezhongyingshouqian4deqiyezhong，jiuyou3jiaqiwangtongguodijiachanpinlaixiyinxiaofeizhe。

ciwai，iposhibaideshiniman（quancheng“guangzhoushinimanjiajugufenyouxiangongsi”），qizipinpaiaijiajuye“genfeng”tuichu666yuan/pingfangmidejiage，bimilannameipingfangmihaiyaobianyi22yuan。

jiangjiayongwuzhijing。danzaizheixietoubudingzhiqiyedaxiangjiagezhanhou，xingyeneideshengtaoyebuduan。

jujiemianxinwentongji，oupai、suofeiyadaxiangcilunjiagezhanhou，zhishaoyinfaqiyu7jiazhongyaobuqiyefahaibao“kangyi”，junshizhijiehuojianjiedipipingdijiacelve。

oupaizai9yuerengchudezheike“zhadan”，jihurangxingyesuoyoudingzhipinpaidouweicijiaolv。

花色少、使用E1板材，欧派降价引发行业质疑

zaiyishangshidedingzhijiajuqiyezhong，jiuyouzhibangjiaju（603801.sh）、haolaike（603898.sh）、jinpaichuju（603180.sh）3jiaqiyefahaibaobiaotai。

suiranzhei3jiaqiyejunweimingquebiaomingbudajiagezhan，danqihaibaoneirongjuntidaochanpinjiangdipeizhi（yeneisucheng“jiangpei”）dewenti，conglingyijiaodulaikan，yeshizhizhixingyecunzaidijiajiangpeidexianxiang。

zhibangjiajubiaoshi，xiangtibiaopeihoudu18haomierbushi16haomi，taimianbiaopeihoudu20haomierbushi15haomi，tongshijinkoujiaolianbujiajia；haolaiketongyangbiaoshi，jujueshiyong16haomidebancaiyicichonghao；jinpaichujuzehaitidaolejiaquanshifangliang、kaoqigongyidebutong。

oupaicilundachudedijiacelvezhong，zuibeishouxingyezhengyideshibancaicailiao。genjuqiguanwangjieshao，cicicaiyongdeshi“youyuguojie1biaozhundehuanbaobancai”。

，2021nian10yuerenzaobanjiaquanshifangliangyinglaixinguobiao。shichangjianguanzongjufabu《renzaobanjiqizhipinjiaquanshifangliangfenji》bingzhengshishishi，jiangshineiyongrenzaobanjiqizhipindejiaquanshifanglianganzhaoxianliangzhifenweie1ji（≤0.124haoke/lifangmi）、e0ji（≤0.050haoke/lifangmi）heenfji（≤0.025haoke/lifangmi）sangedengji。

qizhong，e1jitongisoguojibiaozhun《muzhirenzaobanbaohuaban》《muzhirenzaobanganfaxianweiban》baochiyizhi；e0jiyuouzhoudezuiyangemuzhidibanshengtaibiaoqianbiaozhunjiaquanxianliangzhiyizhi，enfjishimuqianguojishangzuiyangederenzaobanjiqizhipinjiaquanxianliangyaoqiu。

yishangsangedengjidehuafenjunjianliqiangzhixingguojiabiaozhundejichushang，yejiushishuo，disandengjie1jiyijingshifuheguojiabiaozhunderenzaobancai。

qianwentidao，suofeiyayijutidaodejiamataocanyouhui，chaochubufen799yuan/pingmi，shiyongdezeshiqianliangnianjiajuxingye“guchui”deenfjibancai。

ercicioupaiquedaxiangjingting，zaidabufenzhongyaobuqiyedoutuichongzuigaojibie——enfjibancaishi，quexuanzeyong“youyuguojie1biaozhundehuanbaobancai”dadijiacelve。

zhidezhuyideshi，oupaiguanwangxianshigaibancaijiaquanshifangliangwei≤0.02haoke/lifangmi，yijingdadaoshangshuxinguobiaodeenfjibancai。dangenjuoupaiguanwanggongbudefamingzhuanlizhengshuhaojinxingchaxun，gaizhuanlishuomingzhongbingmeiyoutidaojiaquanshifangliangdejutishuju。

jiemianxinwenlianxishangdeyiweioupaijiajuxiaoshourenyuanbiaoshi，cici699danjiachanpinzhong，chujuchanpincaiyonge0jibancai，yijuchanpincaiyonge1jibancai。

danlingyiweiquyuxiaoshourenyuanzewufashuomingjutidebancaifenpeiqingkuang。

tongshi，yiweioupaimendianshejishigaosujiemianxinwen，cici699huodongzhongkexuandehuasejinyou3、4ge，kexuanfanweifeichangxiao。

jujiemianxinwenlejie，youyuzhongyaobuqiyezaiguimoshengchan、gongyinglianfangmianmeiyoulongtouqiyewanshan，dabufenhuixuanzeyonggenggaobiaozhundebancaiqutigaodanjia，qiezheiyangdexuanzeyekeyixiangyingdizengjiayonghutiyan，weihupinpaixingxiang。

zheijiubunanlijie，oupaidijiacelvexiaxuanzexiangxiajianrongbancai，huibei“qunqiergongzhi”。

yimingdingzhijiajucongyerenyuanxiangjiemianxinwenbiaoshi，toubupinpaigengyinggaiduixiaofeizhekeshoupinde，youzerendailingxingyezougaozhiliangfazhanzhilu，erbushixiangfan，huanbaoyejiangjile，kexuanfanweiyeshaodekelian。

9yue11ri，zhenduixingyede“jiangpei”zhiyi，touzizhezaixianshanggongkaipingtaizixunoupaijiajudongmi，danoupaimeiyouduijiangpeijinxingzhengmianhuifu，jinbiaoshimeiyiweixiaofeizhegoumaidedingzhijiajumianji、fengge、gongneng、ruantidapeidengxuqiudoubujinxiangtong。

9yue13ri，jiemianxinwenzhidianoupaijiajudongmibanrenyuan，duifangbiaoshi，youyu699jiaweichanpinshuyuxintuichulaidechanpin，yonglaiqiangzhanyiqianweicengfugaidaodexiaofeizhe，bucunzaijiangpeideshuofa。duiyudijiazhanlve，gairenyuanbiaoshitaocandetuichushixiwangjiduiyingxiaofeicengjidexiaofeizhetigongyigexuanze，heneibuzhonggaoduanchanpinbingfeijiduiguanxi，“xiangyaogoumaizhonggaoduanchanpindeyonghuhaishihuixuanzezhonggaoduande”。

有经销商未跟进，营销的目的是引流？

zaioupaituichu699dijiacelvehou，jiuyoutouzizhezaipingtailiangcitiwen，muqianhaiyouyibeijingweishoudeduogequyuweigenjin，disanjidushifounengdadaoyejideyuqi？duici，dongmitongyangmeiyoujinxingzhengmianhuifu。

jujiemianxinwenlejie，oupaijiajuguangdongquyumoudijishidashangyetongyangmeiyoucanyucici699dehuodong，qibiaoshimuqianrengzaiguanwang。dangaidashangqizhongyijiamendiandeshejishizebiaoshi，gebimendian——oupaijiajuzipinpai“ouboli”zeyouyinru699dehuodong。

zaioupaizongbufabu699zhanlvesantianhou，9yue5ri，oubolifabu599yuan/pingfangmidepuhuihuodong。bishijiuyoutouzizhefankui，zaioupai699heouboli599debeijingxia，ruhebimianlianggepinpaizhijianneihao，tongshifangzhiziyuanlangfeihedingjiacelvedehunluan？dongmitongyangmeiyoujinxingzhengmianhuifu。

yimingzhongyaobudingqirenyuanxiangjiemianxinwenbiaoshi，699dejiaweiyijingdiyuquyuxiaopinpai。

dacaiyanjiushouxifenxishidengchaomingyegongkaibiaoshi，dingzhijudezhongdengjiageyibanbaochizai900zhi1000yuanmeipingmizuoyou，zaidiyidianjiushi799yuanmeipingmi，zaiwangxiajiangjiubijiaoshaojian。

jujiemianxinwenzoufangfoshanshundejiajuchengdeqingkuang，yijiazuofeidingzhidezhongdiduanyijupifadechangjia，qizhang1.2mi、kuan60limi、gao2mideyijubaojia1150yuan。ruguoanzhaoyijutongdengdechicundaxiaolaicesuan，zaimeiyouqitazengxiangdeqingkuangxia，oupai699danjiadechanpinbaojiazewei2000yuanchutou。

zaidingzhijiajuxingyezhong，jinniandiyijiadaxiangjiagezhandeshiyijialaiziguangdongdongguandezhongyaobuqiye——ajiajiaju（gongsimingcheng“dongguanshiyangchenjiajuyouxiangongsi”）。

zai3yuedeguangzhoudingzhijiajuzhanshang，ajiatuichu330yuan/pingfangmidechaodijia，shengchenglianmendaijuhanwujin（menjiao、yitong、lashou），chengweiquanchangzhanhuidereyidian。

daole6yue，laizisichuanchengdoudetaizijiaju（quancheng“taizijiajuyouxiangongsi”）zaihuodongxianchangshangfabule315yuan/pingfangmideenfjiquanwudingzhiseban，zuoweixindezhengjiaxiliejinjishichang。zheigedanjiabiajiajiajudehaiyaozaidi15yuan。

tianyanchaappxianshi，ajiajiajushijiaozibenwei1.33yiyuan，taizijiajushijiaozibenwei1yiyuan。yijiashiyoulongtouzhenshoudeyuepaiqiye，yijiashiyigaoxingjiabizhuchengdechuanpaiqiye。liangjiajunzaidangdiyidingdezhimingdu，3zitoudedijiachengdeshangjichuanledingzhijiajuxingyedijia。

danzaizhong，taizijiajudingzhishiyebuzongjinglibaoxianfanrenwei，tuichuzheigejiageqishishihuichanshengkuisunde，danshibixuzheimezuo，“zhiyouzheiyangcainengjiyayixiebuliangqiye、yixiezuofangdeshengcunkongjian，bashilibuzude、xingweibuzhengdeqiyetaotaichuqu，neimeshengxiadecaishizhenzhengjubeishili，jubeiguimodeqiye。”

congluojishanglaikan，taizijiajubaoxianfandeshuofakenenglveyouqianqiang。ruguojinshiweilejiyatongxing，buxipeibenzhuanyaohe，zheiwuyishiyizhong“neihao”，yebufuhejiankangdejingjiguilv。

buguo，yeyouyeneirenshibiaoshibunengzhikandanjia，yaokanzuihoudechengjiaojiage。

bijingdingzhi“taolushen”yishixingyegongshi，jumenyaojiaqian、wujinjiaolianyaojiaqian、jutineijiageziyaojiaqian。henduoshihou，“chaodijia”“puhuijia”gengduodeshiyigexuetou，qibenzhishiyaoyinliudaoxianxiamendian，jieshidaogouhaikeyituijianqitachanpin。

yiwangdejiagezhanzhong，gengduoshizhongyaobuqiyehuozhegongchanglvxianchushou。dancicioupaizuoweidingzhilongtouyexianqizheiyangdedijiafengbao，bujinrangrenfawen，shishei“xiaohua”lelirun？shishangyougongyingshangrangli，haishizhongduanjingxiaoshangrangbu，yihuoshichangjiaziwosuoduanlirunkongjian？zheileiwenti，junmeiyouyijiadadijiacelvedeqiyeyuanyijichuzhunquedaan。

不过可以确定的是，欧派家居今年业绩压力较大，上半年营收仅增长1.55%，chengxianchuzengzhangfalijixiang。

欧派家居董事长姚良松在8月底的中期业绩会上chengren，jinnianhennanwanchengyingshouzengzhang10%zhi15%dezhibiao。

yaoliangsongdangshijiutiqianshifanglecuxiaodexinhao。tabiaoshi，daoledisanjidumo，gepinpaihuizengjiagengduocuxiaopinlei，yongboliduoxiaodefangshiqucijixiaoliang，zheihecicioupai699dedijiacelvexiangduiying。