文｜镜观台 谢媛媛

编辑丨曹慧敏

zipinduoduozengzhangyiqijuechen，shizhiganchaoalihou，1688beizhuipengjiuchengleyiliaozhizhongdeshiqing。

“pingti”jipingjiatidaipin，cong1688pingtaishangdepinpaidaigongchangnahuo，jiagekenengzhiyoupinpaijiadejifenzhiyishenzhishifenzhiyi。

1688“pingti”weishenmeturanhuole？chuleshouxiaofeizheguannianbianhuadedahuanjingyingxiang，pingtibaohuoyegenguoneidianshangjuanjiagedebairehuajingzheng，yijikuajingdianshangdepengbofazhanmibukefen。

juxi，pinduoduomaijia、taobaodianzhu、douyinkuaishoudezhubodaren、xiaohongshudemaishouyudianzhu、kuajingmaishoudengxiaoshangjiamenzhongdebushaorencong1688nahuo，zheixiequntishi1688zhongyaodexiaoshouyonghu。

erpinduoduo、taobao、douyin、kuaishou、xiaohongshudengpingtai，yijikuajingdianshangtiktok，shopeeshenzhiyamaxun，yebianxiangchengle1688zhongyaodexiaoshouqudao。zheijinian，kuajingdianshangzaihaiwaikaijiangtuotu，yejinyibudaidongle1688dexiaoliangdazeng。

dangran1688pingtaiyezuoduilehenduoshiqing：liru，guoqupingtaizhuyaopifajibduanshangjia，xianzaifangkailecduanxiaofeizhededanjianhuoxiaopilianggoumai；tongshipingtaituichu1688yanxuan，zaibaozhengjialiandetongshi，haishaixuanchulepinzhishangpin；disan，1688dechangshangjijizaidouyin、kuaishou、xiaohongshushangtuiguangdapai“pingti”deshangpinhekouhao。

dan“pingti”huobao，shiyizhongliangxingxianxiangma？

bukefourendeshi，"pingti"shangpinshouhuolebushaozhongchanhenianqingrendeqinglai，xiaofeizheshouyiliangduo。pingtaishangdedaigongchangyeshizuidadeshouyizhe，jinengcijichanpinchangxiao，yeyoujihuisixia“daigongchang”debiaoqian，tuibianchengzhenzhengpinpai；1688pingtaiyezaizhutui“daigongchang”menbuduanshengjihuandai，chengweizhenzhengdepinpai。

danduiyubei“pingti”depinpaishangjiaeryan，jiushiyichangweixiele。bujinkenengyingxiangpinpaixingxiang，yexuejianlexiaoliang，shenzhixuyaoyadijiagexishengzhilianglaiyingdui，neimexingyegengrongyichuxian“liebiquliangbi”debuliangqushi，zuizhonghuibuhuipohuaizhenggexingyedeshengtai？dangchupinduoduodezadianyundonghaijiyiyouxin，neijiushiduibuliangxingyeshengtaidejitiduikang。

yexufazhanxiaqu，1688deyingxiangbuyayulingyigepinduoduo，zheidangranshialileyujiandaode。yinweimouzhongchengdushang，1688yeshialiduikangpinduoduodeyibalijian。

工厂货火了

“pingti”hufupin、“pingti”lingshi、“pingti”xiaojiadian、“pingti”jingdiandenghuatizaifenxiangleishejiaomeitishangturanhuole。jinzaixiaohongshushang，youchaoguo180wanpianguanyu1688dezifazhongcaobiji。qianbujiu，zuoweiyurongfupingtidejundayihaidengshangleresou。

yuelaiyueduodexiaofeizhekaishizhuanyiwanggouzhendi，zhuanmendenglu1688yiweishoudeb2bpingtai，xunzhaoyuantougongchang、daigongchanghuozhejianbiaoshangpin。

zheirangdaigongchanghedianshangpingtaikandaoleshangji。henduopinpaidaigongchangzaidouyin、kuaishoudengpingtaikaishezhibojiandaihuo，1688、taobaoyezaijiajinyuyouyiku、mingchuangyoupindengpinpaidaigongchangdehezuo，shituchidaozheibopingtihongli。1688 chengshigengshijiangpingtizuoweizijiweilaizhongyaodeyewuzhiyi。

danxiangyaozuochuxiaofeizhemanyidepingtishangpinbingburongyi。

duiyuaihaotongkuanpingtidexiaofeizhelaishuo，yupinpaifangqiandinghetongdedaigongchangweilebuweiyue，hennanjidaowanquanyiyangdeshangpin。lingyifangmian，zaimeiyoupinpaijinxingyangezhijiandeqingkuangxia，daigongchangdechanpinzhiliangnengfoudadaopinpaideshuizhunyechengweiweizhishu。

dangdainianqingrenxiwangzhengtuopinpaikunbang，goumaixingjiabigenggaodechanpin。

wanggouaihaozhexiaomojiuzhiyan，“youxiepinpaizhiliangduibuqijiage，chanpindezuogongheyongliaodouhencha，dansuisuibianbianyijianyifudedingjiarengrangaoda500、600baiyuan。woxianzaiyijingbuhuizaimaizheizhongyifule，buxiangzaijixudangjiucai。”

xiaomobushigeli，henduonianqingrendoubuyuanzaiweipinpaizhifuyijia。《2023nianqingrensousuoguanjiancibaogao》xianshi，pingtiyuaigc、zaixianxueyi、shangan、mbticeshi、songchigan、city walk、jingshenjinbu、daziyiqi，chengweinianduguanjianci。

daigongchangbeinianqingxiaofeizheshiweishengchangaopinzhipingtidezhulijun，zheixieweizhimingpinpaishengchanchanpindedaigongchangziyuanpangda，shuliangzhongduo。

genjuyouyikumugongsixunxiaojituanguanfanggongbudedaigongchangmingdan，jiezhi2023nian9yue1ri，youyikuzaizhongguodedaigongchangzhishaoyou280jia。jiaoxiashenzhimeiyouzijidegongchang，suoyoushengchanquanbuwaibaojileheyuezhizaoshang。

tongguoweigedapinpaishengchanzhiliangzuogongguoguandechanpin，zheixiedaigongchangzaixiaofeizhexinzhongliuxialepinzhiwendingdeyinxiang。lingwaiyigeyoushizaiyu，daigongchangzichanzixiaodechanpinjuyouhengaodexingjiabi。

ciqian，youbozhucepingcheng，shoujia199yuandejiaoxiachanpin，zai1688shangdedaigongchanghuojinxu52yuan。erxiaoyehezi、moxundengpinpaiyuanjiazai200yuanshangxia，gongchanghuozhixuyao56yuan。1688yanxuanyecengjichushujucheng，zai1688，shanmugongyingshangsuoxiaoshoudepingtishangpindejiagejinweishanmudeshifenzhiyi。

yushi，daigongchang、yuantougongchangchengweinianqingrenxunzhaopingtihuopindezhuyaoqudao，1688yeyincichengweinianqingrendexintouhao。

shujuxianshi，zai1688yanxuandemaijiazhong，25zhi30suide“ z shidai”zhanbi48.8%，30zhi35suideyonghuzhanbi44.9%。

1688guanfangshujuxianshi，2023nian12yuezhongxun，1688deshangjiashuliangtupo100wan，qizhong，you60wanjiaweiyuantougongchang。pingtaiyongyoubaokuojiaoxiadaigongtongkuan、oulaiyadaigongtongkuanmeirongyi、uggdaigongtongkuanxuedixuedengdaliangdapaipingtichanpin。

zuijinxiaomoyijingmailehaojijiangongchanghuole，"womaileyijianjinqihenhuodehanshinaiyoufengdayi，yangmaochengfendezhanbizai70%-80%，haiyouyixietiansiheyangrong，caihuale300yuanqian。zheigejiagemaidaozheiyangcaizhideyifuhenhuasuan。"

xiudaoshangjidedaigongchanghepingtaifenfenxiachang，shitufendepingtidehongli。

押注平替生意

pingjiexingjiabi、pinzhihaodeyoushi，pingtishangpinbeidaigongchang、dianshangpingtai、mcnjigoukanzuoshiweilaideqianligu。

jiaogepengyouyezaijinqiruchang，tuichuyiyuanchandichanyedaihuoyuantougongchangweihexindexinzhibojian“changkaimai”，zhibojianxuanchuanhaibaodachule“zhidayuantouchandi”“jingxuandapaitongchang”dexuanchuanyu。guanfangshujuxianshi，“changkaimai”shoubodangrixiaoshouetupo103wanyuan。

beinianqingrenpenghongde1688duipingtigengshijiyuhouwang。weilefazhangaiyewu，yiwangzhizuoto b（mianxiangqiyeshangjia）jiaoyide1688kaishimibugerenyonghuyunyingdeduanban，zhengqugengduoto c（mianxianggetixiaofeizhe）yonghu。

guowang，1688bumaidanjianchanpin，bixujishijianqipi。rujinweilezhichicduanxiaofeizhegouwu，pingtaishangxianyijiandaifagongneng，manzuzheileiyonghuzhimaiyiliangjianshangpindexuqiu，zheixieyonghushenzhikeyitongguobutongchanpinhunpidefangshinadaopifajia。

weilekuodashengliang，1688zaihuode“zilaishui”liuliangdexiaohongshukaitongguanfangzhanghao，bushifabuyixiejiaowangyouruhesousuodapaidaigongchangyijidapaipingtideneirong。

zai"guodongbuyongneimegui!shengqianpingtiguanjiancikuaikuaimazhu！""zheitibule，zhentibule！"dengtiezizhong，1688junbiaozhuchushizuniao、ugg、beimiandengpinpaidedaigongchangmingcheng。

图/1688官方账号发布的品牌平替代工厂 来源/镜观台截图

yixiebenjiuzhudapingjiadepinpaiyemeinengtaotuo“beipingti”demingyun。zai1688，sanfu、mingchuangyoupindengpingjiapinpaizaipingtaishangdouyoupingtishangpin。1688fangmianciqianjiubiaoshi，pingtaidezuizhongmudeshibashimianshangdewanghongchanpinxingjiabihua。

zheiyiweizhe，zhiyaoshiyoushichangdeshangpin，1688jiuyaoyongdijiabayonghuqiangduoguolai。

weilegenghaodewajuezheizuo“jinkuang”，1688shangxianlezhudapinpaipingtide1688yanxuan，bingzai1688yanxuanneishangxianhuiyuanzhichaoshi“plushuiyuandian”。

houzheyi1688yanxuanjiaoshaoshejideshipin、riyongpinweizhu，zhijieduibiaozaizhongchanquntizhongreduhengaodeshanmu，bufenshangpinhuizhijiebiaozhu“shanmupingti”ziyang，shoujiayebishanmubianyihenduo。

shanmushoujia690yuandeaokesijiayongdaxichenqizaiplushuiyuandianjinxuyao69yuan，xiangdangyuyizhegoumai；42.75yuande24guquanzidongyusanshoujiajin8.55yuan。

dijiadiejia“pingti”debiaoqian，plushuiyuandianxiyinleyizhongxiaofeizhe。genjuguanfangshuju，muqian1688gongyoujin150duowanfufeimaijiahuiyuan（plushuiyuanrenqun)，dagaijiquanpingtaigongxianle26%dechengjiaoe。congzhengge1688yanxuanlaikan，2022nianshangxianhoudeyinianshijian，pingtainianxiaoshoueyijingdadao300yiyuan。

kanhaopingtishengyide1688jiang“1688yanxuan”fangzhizaileshanghaiyedianwangdeyijirukou，dianji“1688yanxuan”zekeyikandao“plushuiyuandian”derukou。zai1688jinniantichuquanchangkeshe、quanchangbaoyou、yujida、xinyongtuisixiangshengjifuwushi，1688yanxuanyechengweishougechangxianzhe。

“天花板”待突破

pingtishengyisuiranjijuqianli，danxiangchidaozheikuai“feirou”bingburongyi。

zainianqingrenduipingtipinzhiyaoqiuyuelaiyuegaodeqingkuangxia，1688yanxuanheplushuiyuandiantigaolegonghuogongchangpinzhideshenhebiaozhun，tongshihaiyaojianguxingjiabi。

juguanfangcheng，plushuiyuandianbeihoudewanjiagonghuoshangjunweipingtaibaiwandaigongchangzhongtiaoxuanchudepinpaiyuanchang、dapaidaigongchang、chanyedaizhimingchangpai，weinianqingrenpaichu“jiachangpai”，xuanchu“yuantouzhendijia”，qiepinzhishipinpaidetongkuan、tonggong、tongliao、tongshengchanxian。

1688yanxuanzaishaixuanshangpinshiyeweirao“pin/jia/fuwu”zhidingleyigebiaozhun。juhaituntouyanbaodao，yanxuanshangpinxuyaojubeihaodexiangyingsudu、haodefuwunengli、haodelvyuenenglihehaodejiageli。

dandaigongchangshengchandepingtishangpinbingbunengwanquanfuhexiaofeizheyaoqiu，xiaomojiuzhiyanzijimaibudaopinzhihaodetongkuanpingti。

zaifuzhuanggongsigongzuodekekecheng，“daigongchanghepinpaifangdouqiandingleheyue，ruguodaigongchangxiaoshoutongkuanshangpinbeipinpaifangfaxian，budanyaozhifupeichangjin，haihuisunshihouxudedingdan，debuchangshi。neixiebaohuodetongkuanpingtiyibandoushiqitagongchangshengchande，benzhishangshuyuchaoxi。yinweimeiyouweipinpaishengchanguoshangpin，duibanxingdebakongnengliyebuqiang。"

xiaomojiucengcaiguozheiyangde“keng”。

"henduoshangjiayongdedoushiwangtu，danquezuobuchuwangtushangdechanpin。womaihuilaidehaoduoyifudouhuobuduiban。zhiqianmaideyijianlvsemaoyibujinsechada，yifuwenluyebuyiyang。"

zheizhongzou“fangzhaoluxian”degongchangsihubuzaishaoshu。juyulezibenlunbaodao，1688zhuyaoweiyouliangleigongchangzuozizhibeishu。

yizhongshizhentongyuan，birushanmudegongyingshanghedaigongchang。zheixiegongchangshengchandechanpinsuoyongdeyuanliaoyushanmuxiangtong，zhishiguigebutong。

lingyizhongshiyounenglixiaofangzaiguoneimeiyoudaigongchangdeguojidapai，zuochutongpinzhi、tonggong、tongliaochanpindegongchang，birulululemon。zheileigongchangduiyulululemondengpinpaishangpindehaiyuanduyouduogaonanyipanduan。

jibianshipinpaidaigongchangshengchandetongkuanpingti，zhiliangyeweibidounengguoguan。

kekecheng，"pinpaifangdouyoupinkonghezhijian，duizuogong、banxingdouyouyaoqiu，haihuizhijiejiangyuanliaojidaodaigongchang，zheishipinpaipinzhideyibaozhangdeyuanyin。gongchangzijizuopinkongshishifouyouzheimeyangejiubuyidingle。"

zaijinglileduocituihuohou，wukenaihedexiaomoshenzhifangqileduikuanshidezhuiqiu，“weilebucailei，woxianzaidouzhimaijichukuan，zhiqianzaidaigongchangmaidejichukuandouhaisuanmanyi，yongliaohezuogongdouhaikeyi。”

duiyupingtailaishuo，yongdapaidakaipingtishichangyecunzaiyidingnandu。

henduodaigongchangyupinpaifangqianshuleyangedebaomixieyi，yixiedaigongchangbunengyongshuangfangdehezuoguanxiweizijizuoxuanchuan。1688fangmianjiucengbiaoshi，yinweimingchuangyoupinduidaigongchangtichulezheiyangdeyaoqiu，suoyipingtaizhinengyongdaigongchangzijidechangpaiweiqizuoxuanchuan。

lingyifangmianzaiyu，pingtishichangsihuhenrongyijianding。ciqian，1688ceoyuyongjiucengbiaoshi，pingtishengyiyou3-5niandehaorizi。rujuzhezhihoudeluyaozenmezouyechengweimiti。

参考资料：

《山姆的代工厂，在1688火了 》，来源：娱乐资本论

*文中小莫、可可均为化名。