wen|zhongwaiguanlizazhi renhuiyuan

dou2024nianle，meixiangdao1996nianderilihuibeimaibao。

zuijin，mouershoujiaoyipingtaishang，1996nianjiurilidesousuoliangzaiyizhoushijianneibiaoshengle600%，jiaoyiliangyechuangxialelishixingao，yuanbenliangsanyuanqianyibenderilibeimaidaole94yuan，jiagebiaoshengle30bei。gebiedianpushenzhihaibiaochule300yuanyibendegaojia。

jiuqiyuanyin，jingshiyuanyu2024niangongliriliyu1996nianwanquanyiyang。yushi，youyibohuaijiuqingxubeiliaoboqilai。renmenshituzaizheizhong“shijianzhonghe”zhongganshou“shikongjiaocuo”dehuanghu，huiweishiqudejiushiguang，youyiciwei“qinghuai”mailedan。

zheizhenduiyingle80houmenfeichangxihuanyinyongdeyijuhua：duoxiwangmoutianturanxinglai，faxianzijizhengpazaichuzhongdekezhuoshang，ranhouduitongzhuoshuo：wozuoleyigehenzhanghenzhangdemeng……

womenzongshixixinyanjiu，queyouzaibuduandihuaijiu。

我们为什么喜欢怀念过去？

suizhenianlingdezengzhang，huaijiuhuiyuelaiyuexiangyizhongxiguan，youkexueyanjiushenzhishuo，tashirenleide27zhongzhuyaoqingxuzhiyi，daduoshurenzhishaomeizhoujingliyicihuaijiu，eryoujinyibanderenmeizhouhuijinglisandaosici。

haoxiangmeigerenxinzhongdouyouyige“huangjinniandai”，zhiyaoheqingchun、tongnianguagoudehuati，zongnengzidailiuliang。

neime，mianduiguoqu，womenjiujinghuainiandeshishenme？shixiangyaoqutiyanyixianeigesuoweidehuihuangniandai？shixianghuiquwanchengmeinengshixiande，zhenxiweicengzhenxide？haishijinjincongxianshizhongchoushenchulaixiangshoupiankedehuanyu。

huaijiubujinshiyizhongwenhuaqinghuai，yeshishenjingxitongxiadadezhiling。zai10dao20duosuizheiduanshijian，yigerendedanaoshenjingxitongzhengchuyuxunsufayudejieduan。zaizheigejieduan，renmensuoxihuandeshiwuhuiyunaoyeyongjiudiguanlianzaiyiqi，xingchengyizhongqiangliedejiyihenji。zheizhonghenjibuhuiyinshijiandeliushierjianruo。jiuxiangwomendedanaozhongshizhonghuidangzhenianshaoshiweizhizhemideneixiegequyiyang。zheibingbushiyinweiwomendeyinlepinweifashenglebianhua，yebushiyinweihoulaitingdaodegequzhendebuhaoting，ershiyinweinianshaoshineixiegequzaiwomendeqingxuzhongliuxialeqiangdadeliliang。

“xianzaihuaijiuderenzhuyaoshi70hou、80hou，zheishiyinweitamenjingliguobijiaodadeshidaibianqian。”zhumingpinpaizhanlvezhuanjia、pinpaijingzhenglixuepaichuangshirenliguangdougaosuzhongwaiguanlichuanmei：congxiuxianfangshi、wenhuafenwei、jiaoyumoshi、renjiguanxidaojiatingshenghuofangshi，douzaifashengzhefantianfudidebianhua。guokuaidebianhuatuidongzherenmenmabutingtidixiangqianbenpao，yizhuiganshehuifazhandesudu。zaizhenggeshehuidouzaizhuiqiu“kuai”deshihou，zhiyouhuaijiuqingxukeyirangren“man”xialai，tingxiacongcongdejiaobu。shuodaodi，huaijiushixiandairenfangsongshenjingdeyizhongfangshi。

怀旧成为一种“救赎”？

guoqujiuyidingshimeihaode？haishiwomenzhijizhulemeihao？

xuezheailun·heshenzaitadelunwen《huaijiu：yizhongshenjingjingshenbingxuedelijie》zhongshuo，“huaijiushiduilixianghuaguoqudekewang，zheizaijingshenfenxizhongbeichengweipingmujiyi——bushiduiguoqudezhenzhengzaixian，ershijiangxuduobutongjiyizhenghezaiyiqi，zaizheigeguochengzhong，suoyoufumianqingxudoubeiguolvdiaole。”

zheibujinrangrenxiangqiwudi·ailundedianying《wuyebali》，milianbalidemeiguozuojiajierzaibaliyouwanshi，meidaowuye，biandachenglaoyechequwangtamengmeiyiqiudeshidai——20shiji20niandai。zaineili，jieryudaolezijichongbaidelishimingren，yiqiedouchongmanzhelixiangdeqixi。raner，yicicidechuanyuezhilvrangjieryishidao，renweiguoqubixianzaixingfubuguoshiyizhonghuanxiang。

duiyuzheibudianying，wudi·ailunzheiyangshuo：renmenyizhizaixunzhaotaobixianshidefangfa。qizhongyigejingchangchuxiandejiushi“huangjinshidai”miulun——nihuizaibiedeshidaigengkuaile。danshishishangrenmenyongyuanbuhuimanzuyuxianzhuang。ruguoniliuxia，zheilijiuhuibianchengnidexianzai，danbujiuhou，nijiuhuikaishixiangxianglingyigeshidaicaishihuangjinshidai。zheijiushixianshi，wufashishishunxin，yinweishenghuobenlaijiushibujinrurenyide。

daliangyanjiubiaoming，womenbingfeijiyidebeidongguanchazhe，ershizaimeicijiansuoshidouhuizhongxingoujiantamen。zheiyiweizhe，womensuohuainiandebingfeiwanquankeguandexianshi。womendehuiyijiuxiangxiuturuanjianyiyang，juyoumeihuagongneng，zaihuiyishi，danaohuizidongshaixuanchujiaoweiyukuaidehuiyi，bingdanhuaneixiebuyukuaidehuiyi。yinci，suowei“xiangjianburuhuainian”，huoxuzhengshizheigedaoli。

neixiezidailvjingdenianshaojiyizongrangrenganzhiruyi。kexueyanjiuyijingzhengshi，renmenzailianxiangdaogenhuaijiuyouguandehuiyishi，xiangduilaishuobuhuineimezaihu“qian”。

zaimouzhongchengdushang，huaijiuchengweiyizhong“jiushu”。zaizheigeguochengzhong，neixiehuaijiuyuansubuzaishidanchunde“laowujian”，ershihuashenweiyizhongjitijiyifuhao，huanxingledazhongdegongming。suoyi，wulunshichanpincengmiandefugu，haishiyingxiaofangshishangde“huiyisha”，dourangzheigufengchaochengweixiandairendeqingxuchukou。

yushi，“jiezhurenleideqingxu，rangdajiagengyuanyicongkoudailitaoqian”yijingchengweiyizhongdaxingqidaodeshangyemoshi，shenzhishijinhujiaokeshujideyingxiaoredian。

liguangdoubiaoshi，yixiepinpaisuoweide“zhiyuxi”，yinghedejiushiyizhongqingxuxuqiu。biru，facebook、ebayhespotifydouwanguode“qingxuyingxiao”，dianziyouxihewanjuchangjiade“fukeyouxi”hefuguwanju，kekoukeleyecengtuichuguohuaijiukuanyinliaoguan，binlindaobidehuilixiegengshikaozhe“qinghuaiyingxiao”maichulexingaodu，zhongxinhuanfaguangcai。

zaifankaidangxialiuxingdeduanshipin，gezhongyi“huiyisha”weizhutidezhanghaopinfanchuxian，wangwangnenggouyinfashushiwanshenzhishangbaiwandegaozan。liru，《beijinghuanyingni》deyinleshipincengjingbeiguangfanzhuanfa。ciwai，zaibzhanshang，yitiaomingwei《2008shoudaoqinghuida》deshipinyecengrangbushaorenreleiyingkuang。

ciwai，congbeijingdedazhalandaonanjingdefuzimiaonaizhiquanguogedi，fenfenkejian“fuguchao”“huaijiufeng”dezhutishangpu，zheixieshangpumenshangguazheliudonghongqi，menkoutingfangzhejunlvsezixingche，chezuohoumiantieyoubinggunziyangdetiepixiang，dianneichenliezhelaoshidianshiji、chongmanniandaigandehuaijiuhaibao，duiqichengqiangdejianlibaoyinliao，baifangzhengqidebaiquelingxuehuagaoyijishanshuozhedenihongdeng……zheizhong“yimiaochuanyue”deganjuexiyinleluoyibujuedenianqingrenqianlaidaka、paizhao。

zaiwanggoupingtaishang，yihuaijiuweibiaoqiandelingshimaijiachaoguoleshangqianjia，qizhongpaimingqianliedeshangjiadehuaijiulingshidalibaoyuexiaoliangchaoguole10wanjian。yibuzu30yuandehuafei，jikemaidaosiwushizhonghuaijiulingshi，rangrenmenzhongwenxiaoshihoudeweidao。

youyizeheizhimahudeguanggao，gengshikancheng“qinghuaiyingxiao”dejingdian：quxiangshenchu，hunhuangwenxindedengyingxia，yiweijiantiaozhimahudanzidewenwandasao，yigepaoxiangzhimahutandezhiqixiaonanhai，yiwanmaozhereqidezhimahu，xiaonanhaiyiyouweijindetianwandongzuo，zaipeishangminyaoshiposhiyouyangdeyinle……

“xiaoshihou，yitingjianzhimahudejiaomaisheng，wojiuzaiyezuobuzhule……”

guanggaoyiqingganweiqierudian，yonghuiyideshoufabarendaidaolezhimahudexiangtiankekouzhong。“yigunongxiang，yilvwenqing”，zaizheiwenxindeqifenzhong，shangyedongjiyumeihaodehuaijiuqingsurouhezaileyiqi。

chenjinyuhuamianzhongdeguanzhongjihubuhuibatadangzuoguanggao，ershizaiganshounongchunqinghuaidetongshi，ziranerrandijizhuleguanggaozhongyaotuixiaodeshangpin。neizhenqie、ziran、jifushenghuoqixidejingtou，zuyirangmeiyiweichengnianguanzhonghuiyiqizijidetongnian。

痛点之外，还有痒点、兴奋点

kejian，zuoweiyizhongshangpinhuofuwu，chulemanzujibendegongnengxuqiuwai，haiyingtigongewaidejiazhi，ruyishigan、xiangwanggan、qinggangongmingyijimengxiangshixiandekenengxing。

jiuxiangrenmenchangshuodeshunshierwei，shunyingqushi，zhuazhutongdiancainengfeiqilai。danzheihaibugou，tongdianzhiwaihaiyaojiejueyangdianhuoxingfendian，jimanzuxiaofeizhehuoyonghudejingshenxuqiu。meiyoujiejuetongdiandechanpinzhudingwufazaishichangzhonglizu。raner，ruojinjiejuetongdianerhushiyangdianhuoxingfendian，chanpinjianghenkuaibeimofangbingbeijingzhengchanpinqudai，shiquweilaidefazhanjihui。

zaibushaoshangyeshizhanzhong，shangjiamenzhuazhudezhengshiqinghuaihuozheqingxu，bingzhengxiangjiezhuzheizhongyukuaiershushidehuiyixingshi，naozhunxiaofeizhede“yangdian”huo“xingfendian”，shituyuxiaofeizhejianligengshendeqingganlianxi。

dantongshizhidesikaodeshi，xuduorenzaitongnianhuiyidelvjingxiashoucigoumaihuaijiushangpinshi，huigandaofeichangxinqi。raner，yidanxinxianganxiaotui，zaicigoumaikenengxuyaogengduodefujiazhi。

duici，shizhanxingyingxiaozhuanjia、yihe（shanghai）pinpaicehuayouxiangongsilianhechuangshirenmiaoqingxianxiangzhongwaiguanlichuanmeitidao：qingshaonianshiqishirenshengzuimeihaodesuiyue，zheiduanshijianchuxiandeliuxingshiwu，douhuijizijiliuxiameihaodeganjue，jiqingxujiazhi。youdehuaijiushilijiumixinde，dandabufenshitanhuayixian。qinghuaiyingxiaoyongyuandouzai，yinweibuduanyourenbianlao，danqinghuaiyingxiaodeyuansuqueyizhizaibian。

jiuxiangniweihuaijiumailediyishuanghuilixiehenxingfen，dangoumaidiershuangdexinjinghaihuixiangdiyishuangneiyangma？shanbiandeqinghuaiyingxiao，duiyushangjiabenshenjiushiyigetiaozhan。