zhidemai（300785.sz）2024nian5yue12rifabuxiaoxicheng，2024nian5yue10rizhidemaijieshouboshijijindengjigoudiaoyan，dongshizhang、shouxizhixingguan：suiguodong；shouxijishuguan：wangyunfeng；chuhaiyewufuzeren：xiyu；dongshihuimishu：liuweiliangcanyujiedai，binghuidalediaoyanjigoutichudewenti。

调研机构详情如下：

yaoshuang/boshijijin；zhaiyining/taikangjijin；liuyuchen/yinhuajijin；huangda、huangshaobo/guangdongtianbeihesimujijin；yangaili/zhongxinjiantou；shidi/zhongjingongsi；zhangliangwei/dongwuzhengquan；liyihan/xindazhengquan；wangmeiqing/debangzhengquan；liaoxinyao/guojinzhengquandeng。

调研主要内容：

5yue10ri，yi“xiaolvqudongweilai”weizhutide2024zhidemaikejijituanzhanlvefabuhuijuban。zhidemaikejidongshizhangjianshouxizhixingguansuiguodongxianshengzaihuigu2021nianzhanlveshengjichengguodejichushang，zhenchengfenxiangzishendechuangyelinian、gongsideaigcshijian，yijiduiweilaijishufazhanqushideqingxiyanpan，bingjiyucizhengshifabulequanmianaizhanlve，xuanbujiangzaiaizhanlvekuangjiaxia，bahexinchanpin“shenmezhidemai”appgaizaoshengjiwei“aiyuanshengdeshenmezhidemaigen2”，tongshijijituijinchuhaijihua。

zaizhanlvefabuhuijubanzhihoudetouzizhejiaoliuhuishang，canhuidegeweitouzizhe、fenxishijiugeziguanxindewentiyugongsijinxinglejiaoliuhudong，zhuyaotantaoleyixiawenti：

1.gongsihekimihezuodejutimoshishishenme？weilaihuibuhuiheqitadamoxinggongsijinxingleisihezuo？

gongsiyijingzaixiaofeineirongshequ“shenmezhidemai”zhongbufenshangpinxiangqingyemianjierulekimi，weiyonghutigongshangpintilianzongjiefuwu。chucizhiwai，zuijin，womenkaifanglexiaozhideyibufennenglijidaolekimi，zaikimideguanfangyingyongshangdianshangxianle“shenmezhidemai”deguanfangyingyong，yonghukeyijiyuzheigeguanfangyingyongxunwenguanyuxiaofeileidexiangguanwenti。zheihuiji“shenmezhidemai”dailaixinzengliuliang。womenshuangfangzai3yuefenkaishihezuotantao，4yuefenzhengshiduijie，4yue30rikimi+zhengshishangxian，“shenmezhidemai”zaikimishangdeguanfangyingyongyezhengshimianxiangyonghu。xiangguanhezuoshixiangganggangkaishiluodi，jutixiaoguoshangyoudaiguancha。

gongsiduiyuwaibudamoxingjixiangguanaigcchanpinbaochizhegaodukaifangdetaidu，shishishangmuqianwomenyijinghezuohuozheceshileshimianshangjihusuoyoudedamoxingchanpin。gongsichulezishenzaibuduanjinxingmoxingxunlianwai，yejijiyinruqitamoxingdeyoushihenengli。lingwai，duiyumoxingxunlianeryan，shujudezhongyaoxingbuyaneryu，zhidemaizishenjileilehailianggaojiazhidexiaofeishuju，zheiduiyuwaibudamoxinggongsiyeyouzhegaodudexiyinli。dangxiajieduan，henduodamoxinggongsizaidazaozishenchaojiyingyong，yinciduiyuzhidemaiyebaochizhegoutonghehezuoreqing，qitayixiegongsiyeyijingzaihewomenkaishitantaohekimileisidehezuo，jutideqingkuangwomenhuisuizhehezuodejinzhanzhubufabu。

2.gongsichuhaiyewuguihua？

2023nian，gongsizhengshitichubujuchuhaiyewu，weiraozheiyizhanlvemubiaogongsiyezuoleyixiliedezhunbeigongzuo：（1）zaichengdoushelileyanfazhongxin，jinxingchuhaijiagoukaifa，xiwangjiyutongyidedicengjiagouzaigegeguojiajinxinglinghuodepeizhi；（2）2023niandi，chubujianlilechuhaituandui，bingjinxingshichangdiaoyanjizhanlveguihuadeng；（3）pinqinglezhuanyedejigoujinxingchuhaigongsijiagoudesheji，quedinglezhengtidechuhaijiagou。2024nian，gongsibijiaomingquechuhaishizhongyaodezhanlvexiangmuzhiyi。muqian，gongsichuhaiyijingkaizhanjutideluodigongzuo。chuhaiyewujiangtongguoziyinghehezuodefangshiluodi。ziyingfangmian，zaigongsiqianqidiaoyanjichushang，xuandingzaidongnanyaluodi，bingjiangshouzhandingzaitaiguo。womenxiwangjiangtaiguozhandazaochengchuhaideyangbangongcheng，zhihouzaiqitaguojiayudangdidehuobanhezuo，hezuofangshishiwomenshuchuzhengtidejiejuefangan，dangdidehezuohuobanfuzejutideyunyinggongzuo。gongsichuhaiyewuyehuijinglileisi“shenmezhidemai”zaiguoneiconggen1daogen2banbendediedai。zaiqidongqi，womenhuicaiyonggen1deluoji，youxiancongdianshangdeshangpinxinxiliukaishi，houqiwomenhuizengjiashejiaoshuxing、neirongshuxingyijizengjiaaifenxineirongdezhanbi，zheixuyaoyigeguocheng。

muqian，taiguoban“shenmezhidemai”beimingmingwei“zestbuy”，zhengzailuxushangjiagedayingyongshichang。

3.gongsihedamoxingqiyehezuodeqianqichengbenruhe？houqidachengshouyizhihouhezuofangshihuiyoushenmebianhua？

gongsiqianqijileilexiangdangshuliangdeyouzhixiaofeineironghexiaofeishuju，zheiweiwomenyudamoxingqiyehezuotigonglejianshidejichu。zaiqianqihegedadamoxinggongsidehezuozhong，zheiqizhongyebaokuoyukimidehezuo，bingmeiyouzengjiaewaideyanfachengben。tongguoyudamoxinggongsidehezuotantao，womendagailejieledamoxinggongsiduiyuyouzhishujushiyizhongshenmeyangdetaidu。zheizhonghezuoyeshiwomenrenshidaogongsizhengtiyongyoudeshujuziyuanshifeichangbaoguide，kenenghuiyinglaiduishujuzhengtijiazhidezhonggu。

muqian，womenyudamoxinggongsidehezuozhuyaotongguotigongapijiekoujinxing，zhengtihezuomoshirengchuyutansuojieduan。suizhehezuodeshenruhexiaoyidezhubuduixian，womenyuqihezuomoshijianggenjushuangfangdegongtongliyiheshichangfazhanjinxingxiangyingdediaozhengheyouhua。

4.aidailailehenduobianhua，“shenmezhidemai”weilaidechengzhangkongjianzaishenmedifang？huizainaxiefangxiangshangkaituoxindekongjian？

congliuliangjiaodulaikan，zaoqide“shenmezhidemai”zaipoquanfangmianzuodebugouhao。zaiyuanyoudemoshixia，yonghugengzhuzhonglixingxiaofei、kexuexiaofei，zhuiqiuxingjiabi、guanzhuchanpinxingnenghuocanshu。zheidaozhiwomendechanpinzaishehuizhuliuquntizhongdepujidushoudaoxianzhi。suizhegen2detuichuheaijishuderongru，womenrenweiweilaidechengzhangkongjianhexiangxiangkongjianjiangfeichangda。womendemubiaoshixiyinquanzhongguodeyonghu，yincicongliuliangjiaodulaikan，womenduigen2deqidaishixiangbiyugen1yougengduobeidezengzhang。

genjumuqianpinpaishanghekehudefankuilaikan，tamenduigongsigen2dezhuanxingyejuyoujiaogaodeqidai。congzheigejiaodulaikan，womenrenweizheizhongzhuanbiangengfuhedangjinzhuliudeneirongyingxiaoqushi，pinpaishangzaizhongcaoyusuanfangmianyehuixiangwomenqingxie。

5.gaibanhougen2yonghuxinzhijiyonghujiegoudebianhua？

gongsizhengzaiquanlituijin“shenmezhidemai”dexiayidaichanpin，neibuchengzhiwei“gen2”，daibiaodeshi“shenmezhidemai”chanpindedierdai。gen2jianghuiwei“shenmezhidemai”dailaiquanxindeneirongshengchanluoji，jiandanlaijiangjiushijiezhudamoxingdenengli，laishixianduineirongshengchanxiaolvdetishenghefangshidegaibian。muqian，ge2yijingkaifawanchengbingzhengzaineice，zhihouhuiluxufangdaceshifanwei。

conggen1daogen2，yonghuxinzhiheyonghujiegoubiranyehuifashengyixiebianhua。congyonghuxinzhishangkan，shenmezhidemaigen2yi“xingqu”weihexindeneirongshengtai，xingqujiegoubaohanpinlei、pinpai、zhuiqiujizhixingjiabidengduogeweidu。

congwomendeshijiaolaikan，yonghudexingquzhengzhujianchengweitamenjuecedezhuyaoqudongli，manmandixingquhuichengweitamenhuoquxinxi、neirongdezhuti。gen2youqianlixiyingengduodeyonghu，yinweitagengtieheyonghudangqiandexiaofeixiguanhexingqudian。womenrenweicongzhangyuanlaikan，conggen1daogen2dezhuanbianshiyigeziranyanhuadeguocheng，guoqugen1yonghuduipinpai、chanpin、jiagedexingqu，huichengweigen2suotigongdeneirongdeyibufen。womenrenweigen2youjihuidailaishenmezhidemaiyonghuliangdetisheng。

6.“shenmezhidemai”degen2nengbunengzuodaofugaiquanwangneirong，youqishimuqianzhuliudeshipinneirong，nandianzainali？

womentidaodequanwangneirongbingbushijueduiyiyishangdequanwang，ershiwomenshelileyitaojizhiqufaxianbingshaixuanfuhewomenbiaozhundeneirong，gaoxiaodihuoquwomenrenweiyoujiazhi、gaozhiliangdeneirong。zheiliyouliangfangmiannandian：diyishijishucengmiande，ruheshiyongaiqulijieneirong，youqishishipinleineirong，xianzaiquanqiufanweineikeyitongguocongshipinlichouquyinpin，ranhouzhuanhuaweiwenbendefangshi，zheizhongmoshikeyizaijishucengmianshixian，danwomengengqidaiduomotaidamoxingdejinzhan，yeyizhijingenquanqiudamoxingjishudequshi，xiangxinxiangguanjishuhuihenkuaishi；diergecengmianshiruhequdingyihaodeneirong、zhidehuoqudeneirong，zheifangmianyaoqiuduixingyeknow-howyoufeichangshendelijie，yeshigongsishengengxiaofeineirongduonianjianlideduyouyoushi，womenjiyucijianlileyitaogaoxiaodequanwangneirongfaxianheshaixuanjizhi。

7.xianzai“xiaozhi”shibushichunzhongli？weilaizenmepinghengzhonglixingheshangyezhijiandewenti？

dangqianjieduan，womenxiwang“xiaozhi”nenggouweiyonghutigonghaodeshiyongtiyan，yinci“xiaozhi”jichudehuidadoushizhonglide。congzhangqilaikan，womenrenghuipianxiangxuanzezhongli。zhidemaikejizheijiagongsi，guoquweilebaochizhongli，qishisheqilefeichangduodeshangyehuajihui。gongsidezhengtidaoxiangshizuozhangqiduiyonghuhekehuyoujiazhideshangyehua，erbuquzhengpohuaikoubeideduanqikuaiqian。

8.taiguozhanmuqiandeshangpinzhuyaolaishilazadaheshopee，houxuhuibuhuiheqitachuhaishangjiahezuo？ruguohezuoyoumeiyouyixienandianhezuai？

xianzaitaiguozhandajiakandaoshangpinzhuyaolaizilazadaheshopeezheilianggepingtai，shiyinweiwomendechanpinganggangtongguoshenhe，neironghaibijiaoshao，bingqiezheilianggepingtaizaitaiguoshizuizhuliudedianshangpingtai，suoyiwomenyouxianqiatanbingjierulezheiliangjia。womendelinianshishikaifangdihedangdisuoyoudedianshangpingtai、shangjiahezuo，bazhenzhengdehaodongxituijianjiyonghu。duiyudangdidedianshangpingtaieryan，womenshiyigexindeliuliangqudao，nenggoubangzhutamenzengjiaxiaoliang，yincizaihezuoshangwomenrenweiyemeiyouzuai。

9.zaixianzailiuliangchengbenbijiaogaodeqingkuangxia，chuhaiyewuruhezuolengqidong，huibuhuijinxingtoufang？

womenrenweigongsichuhailengqidongdeguanjianshiyaoweiyonghutigongyuanchuang、youzhideneirong，zheishinenggoujianlichayihuayoushideguanjian。biruzai“shenmezhidemai”fazhanchuqi，yikaodaliangquanwangduyifendeyouzhineirong，zaibaidudengsousuoyinqingshanghuodelehenduodeziranliuliang；youbiruwomendutedeneirongfenggehuodeleshequyonghudexihuan，xingchenglezifadekoubeichuanbo。yinci，zaizhidemaimoshichuhaidelengqidongjieduan，womendehexinshiyikaowomenguoqudejingyanqudazaochayihuadeneirong。dangran，zhihouwomenyehuigenjushijideyunyingxiaoguo，zuobiyaodetoufang。

10.gongsiruhepinghengzhangqifazhandetouruhedangxiadecaiwuhuibao？

gongsibijiaoquexinzhangyuanlaikan，wulunshiaigchaishichuhaihuijiwomendailaikechixuzengzhangdejihui。mianlinzheiyangdefazhanjiyu，ruguowomenbuzuozhongdiantouru，cuoguolejiuhuifeichangkexi。suoyi2024niangongsizhengtideguanlisilushizaibaochijibenlirunshuipingdejichushang，jinkenengdizengjiatouru，yicilaihuanquzhangqichenggongdejihui。zaizengjiatourudejihuishang，womenhuijiakuaixinchanpintuichuyijidiedaidelidu，congchanpinheyewucerangdajiakandaogongsidejijibianhua。