wen|techxingqiu renxueyun

“yigemaijiagaosuwo，xianzaiyilakedoudejiajia300meiyuan”，zuijinjihuachuqulvxingdexiaomaidasuanzai618gouruyitaifushixiangji，bingjiangxinghaomiaozhunlext30erdai。

zaigoumaizhiqian，tacengyiweizheishiyitianjiunengwanchengdeshiqing。“meixiangdaowocongxianshangqijiandianzhaodaolequanchengdexianxiajingxiaoshang，congyishoushichangzhaodaoleershoushichang，doumeimaidao。”chuleyishouhuoyuanjiaoshaoyiwai，rangtapoweiwunaideshi，zailingxinglianxidaodejigexianhuomaijia，doubiaoshiyaojiajia。

“zuidideyigeyijia2000yuan，zuigaodeyigejingranyijialekuaiyiban”，xiaomaigaosutechxingqiu。erqietabiaoshi，zheibingbushifushizuiweiremendeyigexinghao，“shenzhizheigejixingdediyidaiyijingfabulewuniandeshijian。”

shishishang，buzhishifushizheiyigepinpai，baokuoliguang、jianeng、nikangdengxiangjipinpai，zaishichangredudezhutuizhixiajiagejiagefeizhang。

bansuizhedongzheqianyuandeyijia，congpinpaidaojingxiaoshang，zaidaomaijia，yichangguanyushougedekuanghuanlakaileweimu。

抽签、预约套路，一台相机加价3000元

weileyiyuanjiagouruyitaifushixiangji，xiaomaiyigongzongjiele6zhonggourufangshi，baokuotaobaochouqian、jingdongyuyueqianggou、yidixianxiajingxiaoshangyuyue、bendixianxiajingxiaoshangyuyue、xiangjiweixinqunbuhuo、yidichouqian。

“zaishijicaozuohou，wofaxianmeiyizhongdouhennan”，zaitacanjiadetaobao、jingdongdechouqianheqianggouzhong，fanghuoliangshaodaozhizhongqianheqiangzhongdegailvjidi。

yijinnian3yuefenfushisuotuichude90zhounianxianliangbanx100viweili，qizaijingdongpingtaichouqu50tai，chouquzhiqianyuyuerenshudadaolejin50wan，zhongqiangailvjinwei0.01%

ersuoweidejingxiaoshangyuyue，youjidadegailvxuyaoyijiagouru。“hewotongshixiangmaizheigexinghaodeyigemaijiashihuale9500yuan，yijiadadaole2000yuanyishang。”

zhiyusuoweide“xiangjiweixinqunbuhuo”he“yidichouqian”，xiaomaifaxianyeraobuguohuangniuzheiyihuan，“weixinqunkenengdoushihuangniujianhaode，suoweidetixingyezhishizengjiawomenzheixiemaibudaoxiangjidexiaofeizhedejiaozhuogan。”

zaiershoupingtai、shejiaopingtai，yijidianshangpingtaizhongsousuo“xiangji”，zhanshizaiyemiandejiagedadougaoyuqifashoudeguanfangjiage。erqiezaitechxingqiuduojiazixunhoufaxian，jibenmeiyoumaijiahuibaozhengxianhuo。

“nanmai”zheigeshishi，rangtoujizhechanshenglecongzhongfenyibeigengdexinli。

shouxianshizuijiejinhuoyuandequdaozhiyidejingxiaoshang。duoweixiaofeizhegaosutechxingqiu，jinguanjiajiashuyuweiguicaozuo，danzaitamenzixundeduojiafushi、jianengjingxiaoshangzhong，yijiaxianxiangfeichangpubian。“jiusuanyuanjiarangmaiyeyaopaidui，erqiehuipipeigezhongpeijianzuokunbangxiaoshou”，yiweixiaofeizhetucao。

qicishimaijia，zaikandaoerjishichangfeizhangdejiagehou，bushaoxiaofeizhecongmaijiazhuanbianweimaijia，shitubachouqianhuozheyudingdaodechanpinyijiajiadexingshimaichu。

zaixianyushang，yi“xiangji”weiguanjiancijinxingsousuo，shaixuangerenxianzhihou，yixiezichengweigerenmaijiadeyonghujibendouzaiguachuxiangjideyuanjiashangjinxinglejiajia。

“qunian6yuewomaidenikanga900，dangshibudao2000yuan，danjinnianwozaipaodaoxianyukan，faxianjiagezhijiezhangdaolejin3000yuan”，yiweixiaofeizherenweizheigexianxiangnanyilijie。

chulejingxiaoshangyugerenmaijiayiwai，yixiechushouershouxiangjideshangjiaheyonghuyechengweileyijialiantiaozhongdeshouyizhe。

xiaomaizaigoumaixinxiangjizhiqian，tabazijizai2018niannianchugourudeyitaifux-a3xiangji，yi2200yuandejiagefazailepingtaishang，budaowufenzhongjiumaichuqule。jutagoumaijiluxianshi，zheitaixiangjidegourujiagewei3000yuan，“hennanxiangxiangdianzichanpinnengzheimebaozhi。”

eryixiechiyoudangxiaremenxinghaoxiangjidexiaofeizhe，shenzhinenggouyichaochugourudejiagemaichuyitaishiyongguodeershouxiangji。

“wo2020nian9yuehua3000yuanmairudeyikuanjianengxiangji，zaijinnian5yueyi4000yuandejiagemaichule，yonglekuaisinianhaizhuanle1000yuan。”

收割背后：社交炫耀与厂商饥饿营销

dianzichanpinxinjiutaotaidailaideshichangjiagexiadie，shixingyezhongdetielv，danjixingdexiangjijiagetixidapolechanggui，yerangyierjishichangchengxianchupoweihunluandezhuangtai。

erzaochengzheiyijumiandebeihou，shouxianshiyinweiguoneishichangduixiangjidexuqiuyurijuzeng。

congxiaofeizhexuqiuduanlaikan，lvyouretuigaolexiangjidegoumaixuqiu。genjuwenlvbushujuxianshi：2023nian，guoneichuyourenci48.91yi，tongbizengzhang93.3%；guoneiyoukechuyouzonghuafei4.91wanyiyuan，tongbizengzhang140.3%。

zheiyezhijiedaozhiyuanbenyijingchuyuxiaxingzhouqidexiangjishichangzhonghuizengzhangzhizhong。

genjuribenguojixiangjituxiangqicaigongyexiehui（cipa）2yue1rifabudebaogaoxianshi，2023nian，ribenshumaxiangjiquanqiuxiaoshouewei7143yiriyuan，tongbizengzhang4.9%，lianxusannianshixianzengzhang。

shixianzengzhangdezhongyaotuilijiuzaizhongguo。shujuxianshizhongguoshichangtongbizengzhang24.6%zhi1799yiriyuan，zengfuchaoguoleribenshichang，qieouzhou、meizhoushichangdouchuxianletongbijianshao。

fushijiaopian（zhongguo）fuzongjinglisundongliangzaijinnian2yuejieshou《jingjiguanchabao》caifangshiduiwaitoulucheng，dangshifushijiaopiandeshumaxiangjizaizhongguoshichangdechuhuoliangyijingdadaolequnianjihuade137%。

bushaoxiaofeizhegaosutechxingqiu，zijigoumaixiangjidexiangfashilaiziyuzhoubianpengyou、shejiaopingtaidezhongcaoyuxuanyao。“zaishejiaopingtaishang，dangnisouguoxiangjizhihou，jiuhuikandaogezhongbozhufabudexiangjipaishedemeizhao，buxindongdounan。”

yucitongshi，bansuizhexiangjijiagedebiaozhang，yongyouyitairemenxinghaodexiangji，yechengweiledakaishejiaojumiandehuatizhiyi。

zaixiaomaijiarudeyixiesheyingqunzhong，danghuxiangjiaoliushebeishi，huiyourenyinweiqunneichengyuangoumaidaolezijixihuandexinghaoerdedaogengduodeguanzhushenzhixianmu，“manzuleyizhongqiguaidexurongxin。”

shejiaopingtaituirexiangjizhangjiachaodetongshi，pinpaisuojianchidecelveyechengweilezhangjiabeihoudezhutuililiang。

dangfushizaicaibaohuishangcengbiaoshiguoduichannengdetaiducheng：ningyuanquehuoyebuyaoguoliangshengchan。erqiezai《jingjiguanchabao》caifangzhong，sundongliangyetidao，dongjingzongburenwei，chanpinjidao115%yijingshiduizhongguoshichangjudadezhichi。

ciwai，yiweixingyerenshigaosutechxingqiu，xiangjichangshangdexiachenyeshituigaozheiyilunjiageshangzhangdezhongyaoyuanyin。

jutieryan，ruguocongxifenshichangdejiaoduchufa，weixingdanfanxiangjishicilunxiangjiyijiadezhuli。

xiangjiaoyuzhuanyexiangji，weixingdanfanshixiangjiyonghuxiachendechanwu。zaishangshuxingyerenshikanlai，zhuanyedanfanxiangjisuoduiyingdeshizhuanyesheyingshishichang，erbolilezhuanyexingdeweidancaishinenggouxiyindazhongyonghudechanpin。

zaixiangjichangshangdezhudongtuijinheshejiaopingtaidekuangrezhong，zheiguyijiazhifengjiuguaqilaile。

二级市场已现退潮迹象

“womenanzhaoguanfangjiagexiaoshou，bujiajia，danshixuyaoyuyuehuozhechouqian”，yiweixiangjijingxiaoshangduidangxiadejiajiaxianxiangbiaoshiwunai。dantagaosutechxingqiu，zhinengjinlibugensui，danquewufazhizhi。

jinguanyijiashiyizhongpubiandexingyexianxiang，danbingbuyiweizhemeigerendounengzaizheichangyijiazhongzhuandaoqian。

jingxiaoshangzuoweixiangjipinpaizaizhongguoshichangdexiaoshouyixian，nengnadaodehuoyuanyeshijiweiyouxiande。

yiweisheyingfashaoyoubiaoshi，dabufenjingxiaoshanghaishiyixiangduikezhidetaiducanyudaozheiguzhangjiachaozhong。zhiyuhuangniuheershoumaijia，yituoyudantaizhuanmaizhuandaodeyijia，xuyaobaozhengshichangduixiangjixuqiuqingxuyizhibaochizaigaoangdezhuangtai。

quniancenghuobaoyishideccdxiangjishichangyijingzhujianguiyulixing。xiaohongshu、douyindengshejiaopingtaizhong，guanyu“ccdxiangjishidianzilaji”deshengyinzhujianzengda。zaiyixieqiuzhugouruccdxiangjidetiezixia，quantuideshengyinciqibifu。

erzheiyangde“quantui”yezhujianbojidaoleweixingdanfanxiangjishichang。

“shiyongqilaihaiburushouji”、“huazheiyiwanduo，burunixiazaigelvjingapp”dengquantuidepinglunzhong，bushaoyijiagouruweixingdanfanxiangjidexiaofeizhebiaoshilehouhui。

shangshusheyingfashaoyoubiaoshi，jinguanweixingdanfanjiangdilezhuanyexiangjideshiyongmenjian，danshixiangbishouji，xiangjideshiyongjixuyaochangjingyexuyaojishuhegoutunengli。

yucitongshi，shoujipaishenengliyizhishigedachangshangjingjindehexin，congjingtouxiangsu、chuanganqichicundeyingjianneijuan，daojinnianyijingzhubuzhuanyidaoleyingxiangwanfadeduoyanghuaheyingdiaozhiganshang。

“henduogaoxingnengshoujidepaishexiaoguonengwanshengbufenkapianji，zaiputongrenshouzhong，shenzhiyenengchaoguoweixingdanfanxiangji。”

jinguandangxiaremenxinghaoxiangjiyijiuyijinanqiu，danzaierjishichangyijingchuxianletuichaodejixiang。

yiweixiaofeizhe，shituyiyijia1000yuandejiagechushouqiqiangdaodefushixiangji。jinguantajiangxiangjiguazaileershoupingtaiheshejiaopingtai，danqianlaizixundeyonghuyitingdaoyijiajiubuzaijinxinggoutong，“wotingpengyoushuoyitianjiunengmaichuqu，danxianzaiyijingyizhoule，yemeizhaodaoheshidemaijia。”

xiaomaiduidangxiadexiangjishichangxuanzelegenglixingdetaidu，“zhiyaocunzaiyijia，wojiubuhuimai。”

tagaosutechxingqiu，xiangbichenjinyushejiaopingtaizhongneixiefenxiangxiangjixuanyaodetiezizhong，burudiankaizuopinfenxiangyijigouwupingtaizhongdetucao，“qumeizhihoudexiangjishichangmeiyourenhedexiyinli。”

（文中皆为化名。）