wen|lingshoushangyecaijing guisheng

编审|鹤翔

manjitianpinjinqiduodichediandexiaoxiyinfaxingyeguanzhu，shejihuiyuankachongzhiyuetuikuanwentigengshichengweiyulunjiaodian。

jinguangongsihuiyingcheng“chedianweiyiqingqijiandezhanlvediaozheng”，bingchengnuojianghuiyifachulituikuanshiyi，danxiaofeizheyilvrengweiwanquanxiaosan。

“manjitianpinzhongjiushibulexuliushandehouchen。”duofangchangshuaizhishi，wangyixinwenquezai3yue23ripilulemanjitianpinyu2024nianchuwanchengshuqianwanyuanxinyilunzhanlverongzidexiaoxi。

juxi，bencirongziyoukonggugudongandafuzibenlingtou，zhuyaoyongyudalifazhanxinlingshouyewu、guojiguoneijiamengyewuhezhiyingmendianshangyemoshidiedaishengji。

manjitianpin1995nianchuangliyuxianggang，jinruneidihouqimendianshuliangyidujiejin500jia。fazhandianfengshiqi，yinianshijianjiunengkaichujinbaijiaxindian，huobaochengduwanquanbuyayuqianxieniandexinchayinpinpai。raner，juzhaimencanyanshuju，jiezhijinnian3yue2ri，manjitianpinxianyoumendianjincun207jia。

congdangqianqingkuanglaikan，manjirengzaixiangwaijiechuandijijizhuanxing、xiyinrongzidexinhao，danqidiaozhengjiujingnengfoushixian“laopaixinxi”、dapo“xuliushan”zuzhouni？

多地撤店，会员陷退款泥沼

shishishang，manjitianpinzi2022niankaishibianzaishijiazhuang、ningbo、xuzhoudengduogechengshichuxianchedianqingkuang。bushaoxiaofeizhezaidezhixiaoxihou，fenfenqianwangmendianyaoqiutuikuan，danquezaoyutuikuanliuchengfuza、tuikuanzhouqizhangshenzhiwufatuikuandeqingkuang。gengyouxiaofeizhefanying，zijidehuiyuanzhanghuzaiweijingtongyideqingkuangxiabeiqiangzhizhuxiao，yuebuyierfei。

tongshi，youguanhuiyuankachongzhiyuetuikuanwentiyeshoudaoxiaofeizhedejititucao。dangqian，manjitianpinhuiyuankechongzhijinebaokuo100yuan、200yuanhe500yuansangedangwei，bushaoxiaofeizhefanyingqihuiyuankalirengyouweituijine，shuliangcongshijiyuanzhishangbaiyuanbudeng，shenzhiyouxiaofeizheweituijinechao500yuan。

bizhechayueheimaotousupingtaifaxian，leisianlichaoguo80fen，“yichedianchongzhikaweituikuan”he“lianxikefutuikuanzhijinweidaozhang”chengweizhuyaotousuyuanyin。

duici，manjitianpindetongyihuifuhuashuzewei：“nindexuqiuyizhuanjiaokefuzhuanyuan，womenjiangjinkuailianxininchuli。”

图源：黑猫投诉

3yue18ri，manjitianpingongzhonghaofabushengmingcheng，guanyu“duodiguandian”deqingkuang，junweizhengchangzhanlvediaozheng，muqiangongsijingyingyiqiezhengchang，qiezai2023nianduxinkaidian38jia，2024 nianduyehuijixukuodakaidianguimo。

yucitongshi，“yiwanchengqianwanrongzi”dexiaoxituranchuanlai。juxi，cilunrongziyoukonggugudongandafuzibentouzi，dantouzijinebingweipilu。

图：安达富投资

zhideyitideshi，zaozai2021nianandafuzibenjiuyicanyuduimanjitianpinxianggang、huananhehuadongdebinggou，bishizuoweizhangguan12yimeiyuandefanyameiyuanjijin，manjitianpinyeshiandafuzibenzaizhongguocanyinlingyudeshoucikonggubinggou。

tianyanchaxianshi，andafuzibenciqianzaijianzhu、jiaoyupeixun、pifalingshoudenglingyujunyoushelie，ercifanzhanlverongziweidalifazhanmanjitianpinxinlingshouyewu，zaiandafuzibenyu2021niancanyusuninglingshouyunalunrongzizhongkejianyiban。

manjitianpincifanzhuru“xinxueye”，jiujingshigongguanzaoshidewanzunhaishizhennengshixianqiankunniuzhuan？xiaofeizhezaoyijichudaan。

“独门绝招”不再，转型之路中道崩殂

yiwanmanjiyangzhiganlu、yifenmanjishuangpinaihuoxushixuduoxiaofeizheduiyumanjitianpindechutiyan。danbansuizhe“xinlingshou”dexiongyongerlai，manjiyehaishimouqiuzhuanxing。

图源：满记甜品官网

2016zhi2017nian，manjitianpinxuanbukaitongmeituan、elemewaimaiqudao；cinian，manjitianpinzhuanweihemaxianshengdazaole“honeymoon express”xiaodian；2022nianqianhou，manjiyoubujuledianshang、bianlidianyijishanmuhuiyuandiandengqudao，tuichubianxieshibeizhuangyangzhiganludengchanpin。

zhici，manji“zhongwaimai、lingshou，qingmendian”dezhanlvebujuxingcheng，danxianranhulveleyigezuiweiguanjiandezhibiao：ruhejiyuxiaofeizhejindiandeliyou？

cihou，kafei、xinshichayinsaidaoneijuanbuduan，yangzhiganluzheiyipinleibuzaishitianpinsaidaodezhuanli，fanerchenglexicha、xingbake、naixuedechadengpinpaidedazhongdanpin。

bujinruci，zheixiepinpaizaichanpinshejishangduixianguo、niunai、chajinxingliangliangpeiduizuhe，shenzhisanzhehunda，zaipinpaifenggeyumendianshejishangqihedangxianianqingxiaofeizhepinwei，manjitianpindenglaoshitianpindianzexiandeyufagubanyuguoshi。

bapinpaihuochenglechanpin，shimanjitianpinlvcichuangxinxiabujinrurenyidebiranjieguo。

errujinyougengduoweijiankang、ditangmaidandexiaofeizhe，manjitianpinzhujianzouxiangxiapoluyizaoyouyuzhao。jumeitibaodao，2019nianzhi2022nianjian，manjitianpinlvcizaiweishengwentishangda“cabianqiu”。

buaixizishenyumaodemanjitianpinxianyou“wenpan”zhiju，fandaozaixinchayindelangchaozhixia，buduanxunqiuxindetupokou。

2022 nian 5 yue 7 ri，xinshichayinpinpaixiaomanchatianxuanbuhemanjitianpinwanchenghebing，bingrumanjitianpinmugongsizhigangjituan，xiaomanchatiandechuangshirenliuzizhengjiangchurenzhigangjituanzongcaijimanjitianpinlianxi ceo，fuzejituanqixiaduopinpaidezhengtizhanlve。

dangshi，xiaomanchatianjinchengli3nian，zaidanshengzhichukao“chelizi”he“beizhuangtianpin”liangdamaidianhuosuchuquan，shiyonggaoduanshuiguohegaoyanzhiwaixingquanfenwushunianqingxiaofeizhe，chenggongjishenwanghongchayinpinpaixinglie。

liuzizhengzaijieshoumeiticaifangshibiaoshi，xinmanjijiangdazaotianpin“lingshihua”、“lipinhua”、“quanrihua”，bingjihuakaisheqijiandian。cifan“shuangxiangbenfu”queweinengcachuhuohua，xunuokaiyedeqijiandianyezhijinweichuxian。

lingyibian，xiaomanchatiangongzhonghaodegengxintingliuzaile2022nian11yue。juzhaimencanyanxianshi，xiaomanchatianxiancunmendianjin1jia。

manjitianpinsuomianlindeneiyouyuwaihuan，sihuyeshichuantongliansuotianpindiandangxiafazhandesuoying。

xinchayinweijiao，liansuotianpindianruhepojuzhongsheng？

jinnianlai，suizhexinchayinxingyedejueqi，liansuotianpindianmianlinzhekongqiandejingzhengyali。

2015niankaishi，yinaixue、xicha、chayanyuese、hushangayidengweidaibiaodexinchayinpinpailuxudansheng，buduancanshizhegangshitianpindeshichang。

zaipinleichuangxinfangmian，duibilaoshitianpindiandepingjing，xinchayindetuichenchuxinxianrangengdexiaofeizhexiai。zhennai、zhenchahexinxianshuiguo，jianggezhongpeiliaojinxingduoyanghuadedapeiheronghe，shixinchayindegongtongtezheng，youyupeiliaozhongleiduoyang，xinchayinpinpaituixinpinlvjigao。

zaimendianjingyingfangmian，xinchayindetoubupinpaimengengduoxuanzecaiyongzhiyingerfeijiamengdexingshi，yangebaguanweishengzhiliang，tongyibakongxiaofeizhedexiaofeitiyan。ciwai，shejiaomeitidehuayangyingxiaoshidepinpaihuatidugaojubuxia，kuajielianmingbuduan，jinerxiyinxiaofeizhemaidan。

yuxinchayindexinxinxiangrongbutong，liansuotianpindiansihuzhengzairijianmohudechanpinbileihejianxianbiduandejingyingfangshizhong“gouyancanchuan”。

erxiribeichengzuo“manjitianpinzuidadejingzhengduishou”dexuliushan，yeyu2023nian5yuekaishilezhenzhengdegaobie。

2004nian，xianggangliansuotianpinpinpaixuliushanjinruneidishichang，hongjiyishi。bishi，xuliushanchenzhexianggangdianying《xiaoqinqin》dedongfeng，chengweiyoukedaoxianggangde“dakajingdian”。zaixuliushandingshengshiqi，qiquanqiumendianshugaoda300jia，yingshoujin5yi。

raner，xuliushangongsiduijiamengshangdeguankongbuli，heyiqingqijianzhangqiderubufuchuchengweixuliushancongcizouxiangxiapoludeguaidian，zheitongyangyeshizhongduoliansuotianpindianmianlindefengxian。

youshujuxianshi，tianpinsaidaodereduzai2017nian7yuedadaofengzhihouturanchuxianduanyashixiadie，zhijinyiranzaishuipingxianxiapaihuai。

juhongcanpinpaiyanjiuyuanbuwanquantongji，jiezhi2023nian11yue，chayinsaidaogongpilurongzishijian35qi，xiangbiquniande26qizengjiale34%。qizhong，zibenyouqipianaiguofengchayin，birunishangchawu、chatingxu、hetianshuipu、hantangxudeng。

2022niankaishi，xinchayinpinpaijitizhuanxiangganggu。jinnianchu，mixuebingchenghegumingtongrixianggangjiaosuodijiaoshangshishenqing，3yue24ri，chabaidaotongguogangjiaosuoshangshilingxun，xinchayindierguzhizhengjiangyinglaidingju。

rujin，xinchayinsaidaohongliqizhengzhujianxiaosan，duizibendexiyinliyezaixiajiang。jugongkaiziliaoxianshi，2021nianxinchayinxingyerongzishuliangchao30bi，piluderongzijinechao130yi。rucengcanyunaixuepre-ipodeguangfajijin，jinliangnianzhutoukeji、nengyuan、yiliaodenglingyu，weizaishejicanyinjie。

raner，ciciandafuzibenlingtoumanjitianpin，shifounengjiangxinlingshouyewu、guojiguoneijiamengyewuhezhiyingmendianshangyemoshidiedaishengji，shangqiexuyaoyidianshijianyanzheng。erliansuotianpindianjidaipojiulixin，shiweidashisuoqu。