wen | modengxiaofei fuyancui

编辑 | 冯羽

“jinjinian，lingzhibaozifenbeishuodeting‘shen’de。diaolipiwei、bangzhugandandaixie、jiangxueya、jiangxuetang，jihuwuzangliufuyouwentidounenghe。”wenmeijingxiang「modengxiaofei」biaoshi，zuoweiyouzhegulaochuanchengdelingzhibaozifensihuyuelaiyueshouhuanyingle。

wenmeijingzailangfangyijialiansuoyaodiangongzuo13nian，jutahuiyi，congtaganggongzuoshi，tamenyaodianjiuyoushoumailingzhibaozifenleidezhongyaoyinpian。dangshitamenhuigenjuchangjiasuomiaoshudetigaomianyili、jiangxuetangdenggongxiaojinxingcuxiao，danxiaoguobingbuhao。

“zheiliangsannianlai，womendianliyuelaiyueduodehuitoukelaigoumailingzhibaozifen，tamendoujuedechilelingzhibaozifenhoubujinshuimianhaole，haiduixuetang、ganzang、feijiejie，shenzhishuhoushangkouyuhedouyouxiaoguo。”wenmeijingbiaoshi，yiqingzhihou，renmenyuelaiyuezhongshijiankang，zheileijiankangyangshengleichanpinkaishiqiaoqiaoliuxingqilai。

图 / 寿仙谷官网

zaicibeijingxia，zuoweizhongguolingzhihetiepishihuxingyediyigu，chuangjianyuqingchaoxuantongyuannian（1909nian），beirenweiyouwangchengzhangweixiayige“pianzihuang”deshouxianguzaiyicihuoyuezaidazhongshiye。

youxiaofeizhezhiyan，shouxiangudelingzhibaozifenduiyushuhouhuifuhemianyilitishengyoujiaoweixianzhudexiaoguo。

buguo，zuoweizhongguolingzhihetiepishihuxingyedetoubupinpai，shouxianguqueyizhimeinengzouchuzhejiang，bingchengzhangweiquanguoxingpinpai。shenzhisuizheshichangjingzhengyuefajilie，gongsibujinmianlinqitatongleipinpaizhengqiangxiaofeizhe，haiyouqitaajiao、rencan、lurong、yanwodengbaojianpinleiyuzhiduoshi。

rujin，suiranshipinjiankangxingyeshiliehuopengyou，danshouxiangudequanguohua，yiranlumanman。

01 为“去壁”技术买单

2023nian，laojiazaijiangsudexurantongguopengyoutuijian，kaishichangshifuyongshouxiangudequbilingzhibaozifen。

“wodeshentizicongyangkangzhihoujiubianderuobujinfeng。ganmao、kesouduiwolaishuoshijiachangbianfan，erqiehuifuqilaitebieman。”xuranbiaoshi，weiletigaozishenmianyili，takaishichangshigoumaibaojianpin，birurutiedanbai、danbaifendeng，dancongbeipengyou“zhongcao”helelingzhibaozifenhou，tajiuchengweishouxiangudefensi。

zhisuoyiyuanyiweishouxiangudelingzhibaozifenmaidan，zhuyaoyuanyufuyonggaichanpinqueshijitadailaigaibian。

xurantoulu，zaichigaichanpinzhiqian，tayouxieshimian，pingshigongzuoheshenghuozongshiganjuemeijingshen，“danxianzaimingxianganjueshuimianzhiliangtigaole，zaochenqichuang，zhenggerenjinglitebiehao。zhongyaodeshi，wozheitizhihaoxiangzhendebianqiangle，nianqianjialiuyiliulunfanxiji，wodoumeiyouzhongzhao。erqiepingchangoueryoudiankesou，huifuqilaiyetebiekuai。”

shishishang，congshanggushiqi，lingzhijiubeirenweijuyouqiangshenjianti、yishoumeiyandezuoyong。zaishennongshidailingzhideshenqigongxiaoyebeishoutuichong，huangdishidaichuxianledalianglingzhitupu，zhouwangshishenzhijianglingzhizuoweiyanhuishangdemeishi。lingzhibaozifenzuoweilingzhizaishengzhangchengshushishifangchulaidezhongzi，yizhibeiguorenrenweishilingzhi“xiancao”de“jinghuasuozai”。

juxi，lingzhibaozihanyoudelingzhiduotangjuyoucujinxueyeweixunhuan，jiangdixueyadezuoyong，keyiyufangxinxueguanjibing，yijitigaojitimianyili，shasihuoyizhiaixibao。lingzhidelingyihuoxingchengfenlingzhisantiebujinshiyizhongyouxiaodezhongliuxibaodiaowangyoudaoji，haijuyouzhentong、zhenjing、jiedu、baoganhejianweidengzuoyong。

yinci，lingzhibaozifenbeiyuelaiyueduoyoutishengmianyilixuqiuheshenhuanzhongliudenghuanzhemendetuichong，shiguwangjinlaigongrendezibushengpin。

juguanwangxinxi，shouxianguzuoweizhuanzhuyuzhongzhi、jiagong、xiaoshoulingzhi、tiepishihudengmingguizhongyaocaidebainianpinpai，gongsizijian6000duomuzhongzhijidi，zhongyoulingyi、shihu、xihonghuadengzhenxizhongyaocai。

yuqitazhuyinglingzhichanpindepinpaixiangbi，shouxianguhaiyongyoudujia“qubi”jishu。

julejie，meigelingzhibaozizhiyou4－6geweimi，shihuotishengwuti，juyoushuangbijiegou，waibeijianyingdejidingzhixianweisusuobaowei，zheidaozhilingzhibaozideyingyangchengfenbeisuozainaisuanjiandeshuangcengbiqiaoli，burongyushui，rentihennanchongfenxishou。

zaishimianshang，pinpaimenshoumaidelingzhibaozifendouyaotongguopobijishu，shifangchulimiandeyingyangwuzhi。danzheiyangdepobijishusuiranshifanglebufenyouxiaochengfen，queyiranwufaquchudaliangwuxiaobiqiao。jushouxianguguanfangdouyinxinxitoulu，qizhuanlilingzhibaozifendisandaiqubijishunenggouquchulingzhibaozifenbiqiao，shideduotanghanliangtishengshibeiyishang ，santietishengliubeiyishanghanliang。

“yinweilingzhibaozijiegoushi65%biqiao，25%baoziyou，10%jingfen。tongyanghanliangxia，1gqubidengyu6gpobi，erqiequbihoudelingzhibaozifengengyibeirentixishou。”xuranbiaoshi，youshibainianpinpai，youyoudujiazhuanlijishu，zheiyeshitahuixuanzeshouxiangupinpaideyuanyin。

zuoweiyongyouhexinjishujingzhenglideshouxiangu，sihuzhengchengweiyonghushouxuan。

02 困于浙江

danyanxiashouxiangudefannaobingbushao，qizhongzuizhuyaodeshigongsidepinpaizhizaizhejiangwenming，chanpinsihuzongshimaibuchuzhejiang。

“shouxianguzuoweibaojianpin，pinpaiyingxianglibuzu，zhuyaozaizhejiangshengneihehulianwangxiaoshou，waishengjihuwuyingxiangli，woyaobushigupiaotouzizheyagendoubuhuizhidaoyouzheimegelingzhibaozifenpinpai。”yiweiwangyoutucaodao，shouxianguxuyaohuadaliqitishengpinpaiyingxiangli，jiaqiangpinpaizhimingdu。

shishishang，zhejiangshengdexiaoshouyushouxianguyizhishikangdaqidejiaose。gongsi2024nianshangbanniancaibaoxianshi，qiyingshouzaizhejiangshengneidezhanbijin70%，zhejiangshengwaideyingshouzhanbibuzu10%，qiehulianwangqudaodeyingshouyezhanbijiaodi。

shouxianguxianranyerenshidaozheiyiwenti，jinnianlaiyeyizhijixiwangyukuozhangqudaochixuxiangquanguofugaishentou，jianzhiquanguoshichang。

2021nian，shouxianguqidongle“chuantongbankuai+tengfeibankuai”dejingyingzhanlve。qizhong，chuantongbankuaizhuyaoshizhimingyimingdiandaidongdexiaoshou，jishengneide“shangchao+yiyuan”；tengfeibankuaizezhikaifangshengwaijiameng，tongguoshishuiquanguoshichangdailishangzhidu，jinyibukuozhang。

zhideyitideshi，jinnian4yueshouxiangudongmicenghuifutouzizhetengfeibankuaixiangguanwenti，qichenggongsidetengfeibankuaijingguojinsanniandetansuohejilei，zhengshileshengwaishichangqianlijuda。

juqitoulu，jingxiaodailimoshishituposhengwaishichangfeichangyouxiao、kuaisudefangshi，weilaigongsijiangjixutongguozhaoshangmoshiwenzhawendatuozhanshengwaishichang，jinnianjiangzaiwuhan、zhengzhoudengqianlichengshixinzeng10jiayishangmendian。

buguo，muqianlaikan，gongsidejiamengyewuyijiusuanbushangchaqiangrenyi。

shouxiangubannianbaoxianshi，jinnianshangbannian，gongsixinzengzhuanmaidian7ge，xinzengqudao14ge，qizhongotcqudao4ge、yiliaoqudao8ge、zhaoshangqudao1ge、yiyequdao1ge。danqishengwaiyewudeyingyeshourujinwei3149wan，jiaoquniantongqijianshao24.68%。

qudaozhiwai，shouxianguyezaijijifaliredianshijianyingxiao。

jiezhebaliaoyunhuideyure，zaihangzhouyayunhuiqianxi，shouxianguhaiyuzhejiangshengyouyongduidachengleguanminghezuo。

zhejiangshengyouyongduipeiyangchulebaokuosunyang、yeshiwen、wangshun、panzhanlezaineidezhongduoshijieguanjunheaoyunguanjun。jinnian8yue25ri，sunyangdaibiaozhejiangshouxianguyouyongduichuzhan2024nianquanguoxiajiyouyongjinbiaosainanzi400miziyouyong，yi3fen49miao58dechengjihuodeguanjun。

danciciguanmingsihuyemeizaiwangshangjiqigengduotaolun，「modengxiaofei」sousuoshouxiangudouyinfabudeguanyusunyangdeduanshipinfaxianqipinglunjinyougeweishu。

wenmeijingyexiang「modengxiaofei」biaoshi，tazuoweicongyeshiduoniandeyaodianxiaoshouyuan，congmeitingguoshouxianguzheiyipinpai，“yaoshuoyouquyuxianzhi，danwozhidaoyunnan‘jiujiudenggao’zheiyipinpai，erqiezheiyipinpaideshangpinyemaidaolehebei。zheijiushishouxianguxuyaofansidedifangle。”

xianran，shouxiangupinpaidequanguohua，yijiulumanman。

03 第二增长曲线难寻

shishishang，suizherenmenshenghuojiezouyuelaiyuekuai，yuelaiyueduodexiaofeizhekaishizhuzhongjiankang，tanlunyangsheng。youyanjiuxianshi，chengshizhong30suizuoyouderenqundabufenkaishifuyongyixiezibupin，20suizuoyoudenianqingrenyekaishi“baowenbeipaogouqi”。

erzheijienianqingrenduijiankangwentiyouduojiaolv，dajiankangyingyangchanpinjiumaideyouduofengkuang。

《2023-2028nianzhongguojiankangyingyangpinxingyeshichangqianjingyuceyufazhanqushiyanjiubaogao》xianshi，2022nian，zhongguoyingyangjiankangshipinxingyeshichangguimodadao5885yiyuan。2024nian，zhongguoyingyangjiankangshipinxingyeshichangguimojiangzengzhi6780yiyuan。

yucitongshi，suizhe《fumeiq10dengwuzhongbaojianshipinyuanliaobeianchanpinjixingjijishuyaoqiu》defabu，lingzhibaozifenbeilierubeianzhibaojianshipinyuanliaomulu，shichangshangyongxianyidapilingzhibaozifenchanpin。

genjushichangjianguanzongjuteshushipinshujuku、yaozhishujukuxiangguanziliao，jiezhi2023nian9yue27ri，woguoyihuopidelingzhileibaojianshipinyou2176ge，qizhongyilingzhibaozifenweizhuyaoyuanliaodechanpinyou1270ge，yilingzhibaoziyouweizhuyaoyuanliaodechanpinyou88ge，yilingzhibaozifen、lingzhibaoziyouweizhuyaoyuanliaodechanpinzhanlingzhileibaojianshipinde62.41%。

ciwai，suizhejinnianlaizhiboxingyexingqi，shouxiangubujinmianlinqitatongleipinpaizhengqiangxiaofeizhe，yixiewanghongyezaizhibojianlishoumaiqilingzhibaozifendengchanpin。

 

图 / 部分网红售卖灵芝孢子粉产品

xindetiaozhanzhecengchubuqiong，shouxiangusuochudesaidaoyuelaiyueyongji，xiangbizhixia，gongsichanpindejiagequemeiyoumingxiandejingzhengli。

julejie，shouxiangudejingzhengduishouzhuyaobaokuotongrentang、leiyunshang、xiuzhengyaoye、yunnanbaiyao、zhirentang、xianzhilou、nanjingzhongkedeng。qizhong，shouxiangudechanpindingweigaoduan，rijunfuyongjiagedayuezai50yuanzuoyou，erqijingzhengduishoudechanpinjiagexiangduijiaodi。

“womendianlideyikuantongrentanglingzhibaozifenshoujia980yuan，rijunfuyongjiagedayuezai32yuanzuoyou。lingyikuanyaopinjilingzhibaozifen，rijunfuyongjiagezhixu7kuaiduo。”wenmeijingxiang「modengxiaofei」jieshaodao。

mianduixiangsidechanpin，xiaofeizhewangwanggengyuanyiweixingjiabimaidan。

“mailingzhibaozifendepinpaizheimeduo，woganjuezhiyaocongzhengguiqudaogoumaichanpin，jiagediyidiandangrangengxiang。”hebeimougoumailingzhibaozifendexiaofeizheshuodao。

erxingyejingzhengjiajuzhixia，jiagezhanyehuisuizhierlai。

“womendianlixianzaiyikuanxiangguanchanpinjiuzaizuohuodong，yuanjia666yuandelingzhibaozifen，tejia399yuan，lijian267yuan。”wenmeijingxiang「modengxiaofei」toulu，zaicizhiqian，xiangguanchanpinyejingchangzuoyixiemanjianhuodong。

图 / 某品牌在做中秋活动

wenmeijinghaifaxian，chuleyousonglixuqiuwai，xiaofeizheduiyuzijifuyongdelingzhibaozifenchanpinbingbutebierenpinpai，“yinweilingzhibaozifenhaoxiangyemeiyoushenmetebiedepaizi，fanerwomenyaodiandajiagengkanzhongqichanpinshifounengshuayibao，womendianliyikuannengshuayibaodexiangguanchanpinxiaoliangyizhihenhao，danlingyikuanyoubaojianpinpiwendechanpin，xiaoliangjiuchahenduo。”

bujinruci，shouxianguhaiyaomianlinqitaruajiao、rencan、lurong、yanwodengbaojianpinleiyuzhiduoshi。

「modengxiaofei」zoufanghebeiliangjiazhimingliansuoshangchaobaojianshipinzhuanqu，bingweifaxianyoulingzhibaozifenleidexiangguanchanpin。

“zhiqianyeyouguolingzhibaozifenleidechanpin，danbutaihaomai。womendianlihaishimaidanbaifen、ajiaozheixiechanpindexiaofeizhegengduo。”yiliansuoshangchaoshipinqucuxiaoyuanwangfangbiaoshi。

图 / 货架上找不到灵芝孢子粉类相关产品

zaicibeijingxia，shouxiangudedangjiachanpinsihuyeyao“maibudongle”。

2024nianshangbannian，gongsishixianyingyeshouru3.53yiyuan，tongbixiajiang5.09%；2023niangongsiyingshouyetongbixiahuale5.39%。er2023nianzhengshishiduonianlaishouxianguyingshouzengsushoucichuxianxiahua。

dangran，jixudierzengzhangquxiandeshouxianguyezaibuduanqiubian。gongsiguanwangxianshi，chuchuantonglingzhibaozifenhetiepishihuchanpinzhiwai，qikaishizhuanxiangxinchanpindekaifa，liruhongtaosiwutang、erdongtang、xiaoxumingtang、zhenwutangdeng，bingzaijinnian5yuetuichuquanxindeyoujibencaohufupinpai“huajian”，fabushoutaolingzhijingcuixiurunxiliexinpin。

chuantongyangshengjingzhengjilie，hufupinsaidaogengshidaodaojianxue。zaidierzengzhangluxianbumingdebeijingxia，cengdachu2035nianshixian“sangebaiyi”（daidongnongminzengshoubaiyi,yingshoubaiyi,zongzichanbaiyi）yuanjingmubiaodeshouxiangu，renzhongerdaoyuan。