wen|xinlingshoushangyepinglun kaolashizhilu

编辑|葛伟炜

“yi，yijiayaojiangjialema？”kandaoyijiaguanxuanjiangtuichudijiachanpindexiaoxi，lauradediyifanyingshiyouyouliyoudaoyijiaquhaoyangmaole，“yijiadebingqilinherouwanyijingzaidengwolehahaha，zhenghaozuijinxianghuanyixiawoshidedapei，gongkekeyixianzuoqilaile。”

jinri，yijiazhongguoxuanbujiangtouruchaoguoyiyiyuanrenminbi，yongyukuodajiagetouzifanwei，zai2024cainianjiangluxutuichugengduodegengdijiagechanpin，yujiquancainianleijichao550kuan，hangaiwoshi、keting、chufangdengduozhongchangjingdejiajuhejiajupeijian，yijibufenyijiashipin。

zaiyijiaguanwangshang，baiyujian“gengdijiage”deshangpinyijingxushidaifa，liruyuanjia149yuandeforsa（fusa）gongzuodengjiangzhi99yuan；yuanjia999yuandebrimnes（bailing）sandouchoutijujiangzhi799yuan，dengdeng。

图源宜家官网

duiyuzheicidejuece，yijiazhongguogaojifuzongcaifulangsuowa·bolangtebiaoshi：“zaiyuxiaofeizhedechixuhudongzhong，womenguanchadaorenmenduigaishanjujiashenghuopinzhidekewangyufaqianglie，yuelaiyueduodexiaofeizhezairichangshenghuohegouwujuecezhong，gengwushidikaolvxingjiabizheiyiyinsu。yijiaxiwangtongguojiagetouzi，zaiyanshouchanpinzhiliangdetongshi，bangzhugengduoxiaofeizheyigengdideyusuan，chuangzaogengmeihaoderichangshenghuo。”

fanyiyixiabolangtedehua，bianshi——yijiaxuanzejixuxiachenjiage，yongbaodijiashichang。qishizai2023nian8yue，yijiazhongguozaipilu2024cainianguihuashi，jiucengtijihuiduichaoguo300kuanchanpinzuojiagetouzi。ercongzheicidedongzuolaikan，yijiaxianranyoujinyibukuodaletouzijinehebiaodefanchou。

neimeyijiaweishenmehuizuochurucixuanze？xiachenshichangdeqianzhendebizhongchandeqiangenghaozhuanma？jiajushichangdeweilaiyoujiangzaiyijiazheitiaonianyudeyinlingxiawanghefangfazhanni？

01 螺蛳壳之乐

laurasuandeshangshiyijiadefensi。shuoqiduiyijiadehaogan，laurarenwei，dijiaziranshijibenpan，dangengzhongyaodeshiyijiasuochuandideshenghuolequhejujialinian。

“meiciquguangyijia，zuidadongwodechulegezhongxingjiabijiaogaodejiajuyongpinwai，qishishiyijiadaijiwodeyizhong‘jiadeganjue’。shenwazhixia，bianyizhishiyijiadejibenpan，yonglailianjiegegelinian，congerxiyinxiaofeizhezhongdetonghaozhe。”

“nawozijilaishuo，wojuedeyijiayouqishihezufangyizu。yijiahuituichugezhongshihexiaohuxingdefangwuzhengzhuangdapeijianyi。zheizhongmoshihenrongyirangxiaofeizhechanshengdairugan，yehuizhezhongguanchahezijijuzhufangzileisifangxingdebaishe。womuqianzuzhudefangzidayueshi60duopingmi，yishiyiting，zaiyijiayouhenduoleisihuxingdejiajuchenlie。jiarunitebiexihuanmouyizhengtaodejiaju，quanbumaixialaibanhuijia，jiageyebuhuitaikuazhang。jiandanlaishuo，yijiachuandidejiushinibuxuyaohuahenduoqian（qumairuanzhuang），yebuxuyaoyigehendade（fangwu）mianji，tongyangyekeyiyongyouyigewenxinmeilidejia。”

“lingwai，yijiadejiajuyebingbuyidingyaozhengzhuangcainengdadaohenhaodexiaoguo。biruhuandiaojialijubudemouyijianjiaju、mouyikuaizhuobu、mouyijiancanju，duozejibaikuaishaozejishi，jiukeyirangjialiyouzhonghuanranyixindeganjue。bianyidejiaju，youdianbujinjinshimaideshihoubuxinteng，tongyangzaibanjiaxuyaoreng（jiaju）deshihou，yebuhuixinteng。”

“dangranwobushishuoyijiajiumeimaobing。tadezhiliangxiangduijiuhenyiban，danshijiagegoubianyidehua，huaileyejiuhuaile。”

“luosiqiaolizuodaochang。yijiahaihuijifangwutigongyixiejiejuefangandelinggan。duixiaohuxinglaishuo，zuichourendejiushichuwumianji。zaiyijiadechenlieyangbanjianli，xunzhaohezijijuzhufangjianxiangside、nenggouzengjiachuwumianjidejiajubingbushiyijiannanshi。ciwai，suoweide‘huanxin’buzhishishuomaiyijianxinwupin，yekeyishidazaoyiyangxinwujian，yejiushifahuichuangzaolilaiyifandiy。yijiadewujiandoushizoujijianfengde，jiusuanshibutongxiliedechanpin，hundazhihouyebuxiantuwu，zheijiujidiyliuxialejudadekongjian。yijiahuichangdaogukegenjuzishenaihaoduijiajuzuoyixiechaijie、weidiaohegaizao，weijiajuzengjiaquweixinghedutexing，nihuijuede，zheijianjiajudaolewoshoulijiubianchengduyiwuerdele。”

baokuanmeiju《quanlideyouxi》zhong，xuenuochuandepifengshiyongyijiadetanzijingguojiancai、ranse、shanglajilengdonghouzhizuoerchengde，yijiahaituichulepifengzhizuojiaocheng。juyijiayingguoguanfangtoulu，zicongzheigexinwenpuchuhou，yijiayingguoguanwangshangdeskold（sikaode）xilieditandexiaoshouliangzhangle775%。

宜家英国发布的宜家版《权游》剧照

“meiyou《quanyou》fenhuijujuezheimebianyidecosplaydaoju。”lauraxiaozheshuodao，“zaiqiongyenengyunchuyiliangbaikuailai。gengzhongyaodeshiyijiachuandileyizhonglinian——kanqilaihenkuxuandedongxi，qishibingbuxuyaohenduoqian，zhixuyaoyixiezhihuiheyishuangqinlaodeshou，jiunengshixian。”

宜家是懂年轻人的。

02 中产带不动

2023nian7yue，weiyushanghai“shangzhijiao”jinganqudeyijiashiyandianzhengshiguanmen。

genjuyijiazhongguodetongji，shiyandiandekehuqunzhong，nvxingzhanbigaoda78%。30suiyixiadenianqingrenbilichao40%。ciwai，youkeyezhanjuledatou。zheiyangdexiaofeizhequntigoulechushiyandianyonghudezhengtixingxiang：aiguangaiwan，danyinweigouwujihuabumingque，gengzhuzhongtiyan，daozhishijixiaofeiliyiban。

ruciyilai，shiyandiangengxiangshiyigezuoluoyushizhongxindetiyandian。zhibuguo，zheiyangdetiyanmoshixuyaochengdannanjingxilufujingaoangdedianzu，zaiyijingyongyouduojiaxianxiadian、pinpaizhimingduzugoudeqiantixia，shiyandiancunzaidexingjiabixianranmeiyouyijiayuqideneimegao。

新零售商业评论摄

zaiyijia，liuliangconglaibushiwenti。yiyuanyigedetiantongjihuchenglerenshouyigedebiaopei，dangukedezhiliangquecanchabuqi。shijishang，yijiaxuyaodebujinshilai“wan”deguke，ershizhenzhenglai“xiaofei”deguke。

shishishang，zheibingfeiyijiayijiadefannao。1yue30ri，zhiminggaoduanjiajupinpaimeikejiajufabugonggao，yuji2023nianguimujinglirunkui2.7yiyuanzhi4.05yiyuan；koufeijinglirunkuisun2.8yiyuanzhi4.15yiyuan。liangnianshijiannei，meikejiajuyujikuisunchao5.6yiyuan，yejibiaoxiandiyuguanlicengyuqi，yeshigongsizishangshiyilaishoucimianlincainian“liangliankui”degangajumian。

zaigongbu2023niankuisunyejidetongshi，meikejiajuzaigonggaozhongtongshi“fansi”lerucichengjideyuanyin，zhuyaoshiyouyujiajushichangxiaofeijiangji，daozhishichangxuqiuduanchanshenglejieduanxingbianhua。

zhongchanshengyibuhaozuo，yijingchengweizhenggelingshoushichangdegongshi。duiqiyeeryan，rujinmianlindewentiyijingbushizaizhongchanrenqunzhongdecunliangboyile。zaixiaofeijiangjideqingkuangxia，weilaizhenzhengdezhongchanjiangshiyigesuoliangshichang，“daiduiwu”denandukexiangerzhi。

zaiyijia，yizhangchuangbianyidehuazhixuyaojibaiyuan，danyeyouwuliuqianyuandehuopin。keshiyounenglihuawuliuqianyuanmaizhangchuangdexiaofeizhe，zhendehuiquyijiaxuangoujiajuma？kongpazheiyirenqundezhanbibingbugao。

zishizhizhong，yijiahezhongchandeqihedudousuanbushanggao。

03 下沉故事多

shuoqilai，xiachenshichangzairujindedingyiyijingjinfeixibi。zaiguoqu，xiachenshichangshierxianyixiachengshidetongcheng，erxianzai，womenkeyijixiachenshichangyigegengjiafuhedangxiashehuimiandejieshi。danfanshiyuanyizhuiqiuxingjiabi、yidijiayouxiandexiaofeiguan，doukeyibeichengwei“xiachen”。huanjuhuashuo，jibiannishizhongchan，nitongyangkeyichengweixiachenshichangzhongdeyifenzi。

zheihuoxuyeshiyijia“fangqi”zhongchandeyidayuanyinsuozai，zhibuguozheizhong“fangqi”shiyoutiaojiande，zhiyouzhenzhengjixuzougaoduanxiaofeiguandezhongchancaisuanshiyuanlileyijiadekehuqun。zhiyaoniyuanyi“zijiangshenjia”，yongbaoxingjiabi，niyiranzaiyijiafushedezhongdianxiaofeiqunzhong。

zaijinganchengshidianguanbihou，yijiabingmeiyousongkoufangqiyixianshichang，danyijiagengkanzhongdeshizhenggezhongguoshichangdejiazhi。muqian，yijiazaizhongguodalushichangrengyou34jiamendianhe2getiyanzhongxin，jiashangyijiaguanwang、yijiaapp、yijiaweixinxiaochengxuheyijiatianmaoqijiandiandengxianshangchudian，fugaichaoguo10yirenkou。zhongguoyeshiquanqiufanweineichuruidianwaiweiyiyongyouwanzhengyijiajiazhiliandeshichang。

dangfanxiangxiaofeikaishichengweiyizhongchaoliu，zijiangshenjiasihubiandemeineimekunnanle。

suowei“fanxiangxiaofei”，jiushihechaoqianxiaofei、yemanxiaofeixiangfandeyizhongxiaofeifangshi。renmenkaishigengzhuanzhuyuwajueshenghuozhongzhenzhengdegangxusuozai，zhudashiyongxinghenaiyongxing。zhidezhuyideshi，fanxiangxiaofeibingbushixiaozhenqingniandezhuanshu，yixiandagongzumenyerezhongyukaifawumeijialiandeshangpin。

deqinfabude《2023zhongguoxiaofeizhedongchayushichangzhanwangbaipishu》xianshi，41%deshoufangzhejiang“womaidedoushiwozhenshixuyaodedongxi”lieweizuifuhedesanxiangxiaofeiguannianzhiyi，“woleyuxunzhaoxingjiabizuigaodepinpaihechanpin”jinsuiqihou，36%deshoufangzhexuanzelecixiang。

“wojuedenianqingrenxianzaiyidiandoubujihuiyongqiongguilaixingrongziji。yibanshizichao，yibanshixieshi。”duici，laurabiaodalezijidekanfa，“zhibuguozaifanxiangxiaofeidetongshi，womennianqingrenyiranxuyaomanzugexinghuahechaoliuxingdesuqiu。biru，keyibuhuanshouji，danshiyidingyaohuanshoujiqiao。”

chuyijiawai，qitaguoneijiajupinpaiyeqianfuhoujidijiarulezhandou。xianyououpaijiajutuichu699yuan/pingfangmi（mi）deyiju/chujudijiataocan，houyouchuangdianlingjunpinpaimusigufentuichudijiachuangdian。

yucitongshi，yuelaiyueduodexiaofeizhexuanzejiangyijiahewanggoujiajujinxingquanmianxizhideduibi，jieguoyijiadejiajujiagexiandebingmeiyoutaidayoushi。huoxuyeshijiyuci，caiyoulecifanyijiazuochujiangjiadejuece。

jiagezhanzhong，qiyelirunduanqineijiangbukebimiandishousun。zhibangjiajucengzaiyejihuishangbiaoshi，shouzhongduanshichangjiagezhandengyinsuyingxiang，gongsimaolicunzaiyidingbuquedingxing。zhiyuxilinmen，jinguanzaiqunian6·18quanwangbaomaijin10yiyuan，kesuihoupuguangdejinglirunzengfufanerbujiyuqi。

gejiaqiyeqishibingmeiyoutaiduodexuanzequan。suiranrenherendoumeiyouzaijiagezhanzhongzhanlinggengduoshichangdebawo，dantangruomeiyoujinxingjiagexiachen，neijiubushizhangqinengbunenghuoxialaidewenti，ershiduanqishengcundoujiangchengweiweizhishu。

duiyuyijiazaiguangdaxiaofeizhexinzhongdedingwei，bushaowangyouzaishejiaomeitishangpinglun，“rouwancaishizijiquyijiadediyimubiao”。raneryijiaxiangmaidekebuzhirouwan，xianzaiyijiayaozuodeshijianggukedediyimubiaoyanshengchudier、disanmubiao。

fanxiangxiaofeibingbushibuxiaofei。haowuyiwen，rengranhuiyoupinpaiyoujihuizaicankudejingzhengzhongshachuzhongwei。erzuihoudeshenglizhewufeishi：shasiduishou，chengquanziji。

guwangjinlai，shangzhanjierushi。