文 | 仪美尚

“hedoneshangcidexinpinfashouhaitingliuzai2022nian，zineiyihoudeshucichangshi，womendoumeinengzhaodao‘weishenmexuyaochuangzaoyijianxinchanpin’dedaan……yushi，weitahuashangwanzhengdezhongzhifuhaobingzuohaojiewei，shiwomenmeigerenzaihedone jieshushideweiyiqixu。”

10yue10rishangwu10dian，zhimingguohuocaizhuangpinpaihedonezaiguanfangweixingongzhonghaofabuleyifeng1100yuzide“gaobieshu”，biaoshijiangyu2024nian11yue09rizhengshijieye。zaigaobiezhiji，hedonefuchanleqixiayikuanzaitianmaoyibaomai100wanjiandejingdianchunyou，yizuoweiganenhuikui。

jiezhimuqian，hedonetianmaoguanfangqijiandianjinyoushangshuyikuanchanpinzaishou，qidouyindianpuyiweishangjiarenhechanpin。

zhici，youyigecengbeixiaofeizheyuwei“guohuozhiguang”decaizhuangpinpaitunquxirirongguang，lunweimeizhuangshijiedeyimohuiyi。

曾获多家知名机构投资，产品上线半年月销破千万

gongkaixinxixianshi，hedoneshiyoushanghaihenaishiyeyouxiangongsichuanglidepinpai，yu2018nianzhengshizaitianmaoshangshi。

lingshichangzhumudeshi，hedoneyouyizhipoweiyaoyandechuangshituandui——qichuangshirenrachelbiyeyulundun⼤xueguowangxueyuanjinrongshuxueyuguanlizhuanye，cengzailundunoulaiyarenzhi；lianhechuangshirenjasonbiyeyu⽜jindaxuedian⼦gongchengxi，cengjiuzhiyu⻉enzixun、xiaohongshu。

ciwai，hedonetuanduichengyuanhaiyoulaizizhijiagedaxue、beida、fudan、zhongguomeiyuandenghaineiwaizhimingyuanxiaoderencai，zaineirongshengchanshangjubeijiaoqiangdeshili。

erhedonededansheng，yerangrenermuyixin。

2018nian1yue，hedoneshangxianlediyikuanmeizhuangxilie（1986xilie），yiqijingyandesheji，xunsufengmishejiaomeitibingbeigedakoltuijian，yijudaxianglehedonedeminghao；suihouhedoneyoutuichuleqizongzuixiliechunyou，pingjiexiaozhonglingleideshejiyuyanyoufuhuodapiyongdunzhe。cihou，hedoneyouluxutuichuxiaobingkuaixilie、modengshidaixilie、zhongqiganguanxiliedeng。

zaichanpinshoujiashang，hedonequjianyuezai90yuan-130yuanzhijian，xiangjiaoyumalidaijia、juduo、girlcultdengtongyanglaizishanghaidecaizhuangpinpai，yijiyudiordengdapaichunyouxiangjindesehao，hedonedeshoujiajijuxingjiabi。ruqianshubaomai100wanjiandechunyou，shoujiawei89yuanyizhi，danzai“gaobiedianli”qijiangoumai，xianshi125yuan/3zhi，pingjunmeizhijin41.66yuan。

hedonechuangshirencenggongkaibiaoshi，hedonefeichangkanzhongroi，zaoqizhuyaojiushitouxiaoguo，bijiaoyilaiyushejiaomeitidejingzhundafa。congchuanbodegainian、chanpinneirong、daoyonghukaixiangtiyandeng，douyaozuodaomubiaorenqunyuanyipaizhaohechuanbo，xiaohongshuheweibochengweizhuyaozhendi。

zaixiaohongshu，hedonexiangguanbijidadao2wan+pian，yubushaotongshiqideguohuocaizhuangxiangbi，qibijishuliangbingbusuanmiji，danbushaodoushi“gaozhiliang”deugcneirong。

hedonezaichanpinheyingxiaodezhutuixiakuaisuchuquan，beihouyeyouzibendeshenying。gongkaixinxixianshi，hedonemugongsicengzai2017nianhuodehongshanzibenhepengbaizibenshuqianwanyuandepre-alunrongzi，2019nianyouhuodechenhaizibenshuqianwanyuanrongzi。

shangshibujiu，hedonebiandakailexiaoliang。ruzhutianmaohou，hedoneyonglebudao6geyuedeshijian，youyuexiaoshouede49wanyuan，kuaisuzengzhangdaoyuexiaoshouepoqianwan，chengweiguohuocaizhuangshichangshangdeyike“xinxing”。

henkuai，hedoneluxuhuode“tianmaomeizhuangkashangjia”、“xiaohongshuejishangjia”dengduogerongyu，qiyanyingpan、pianguangchunyou、xiurongdengchanpindexiaoliangjishentianmao、xiaohongshudengzhuliudianshangpingtaipinleiqianlie。

出道即巅峰，HEDONE经历了什么？

cengjing，dapaicaizhuangpingti，chengweiguohuocaizhuangfuhuowanqianxiaofeizhede“zhishengfabao”。buguo，duiyuhedoneeryan，keweichudaojidianfeng。

zhijin，gedashejiaomeititaolunhedonezuiduodenianfen，rengjizhongyu2018-2020nianzhijian。2021nianzhihou，bulunhedonezishen，haishiwaijie，fashengjunrijianjianshao。

zaixiaohongshu，yongyou12.1wanfensidehedoneguanfangzhanghao，chulezaijintiande“gaobiezhiri”lianfashutiaobijiwai，zuijinyicifabutingliuzai2022nian6yue2ri。

“cong3yuekaishiduanduanxuxudejujia，julishangcizaibangongshijiandaotongshiyijingguoqule62tian，erwomenweichunxiazhunbeidexinseyeyinweishengchanxianwufayunzhuanrengzaiyanqizhong……”zaineiyitiandebijizhong，hedonezaiwenzhongxiedao。

youfensi“maiyuan”shuo，“yanfayiniandoumeigexinpin”；yeyoufensiweipinpaidanyou，zaibannianzhihoude2023nianpinglundao：“nidaoshishangxina！haopanidaobi，wozheibeizilibukai‘tuozhiweixiao’”。

ergengzaoxianru“tingbai”de，haiyouhedoneguanfangweixingongzhonghao。chulejintianfabudegaobieshuzhiwai，qizuihouyipiantuiwentingzhizai2021nian6yue15ri；hedonedouyinguanfangzhanghao，jinyouyitiaofabuyu2019nian6yue16rideshipinzuopin，qidouyinxiaodianbeirenzhengwei“jinpaidianpu”，xiaoliangda22.6wanjian。

zuoweiyigeyineirongjianzhangdepinpai，qizaigedazhuliushejiaomeitipingtai，zi2019nianzhihouluxukaishitingzhifasheng，meirenzhidaozheiqijianpinpaijinglileshenme。dancongshijianxiankan，bishifanfanfufudejujiafengkong，duihedonepinpaichongjibuxiao。

buguo，yeneimoucongyezhebiaoshi，hedonedekuaisudieluo，yuqiyunying、dafahedingweiyoubuxiaoguanxi。“zaoqi，hedonehuokezhuyaojiushikaoxiaohongshudetouliuheruanwen，neishihouxiaohongshuzhengchuzaigaosuchengzhangqi，hedoneyexiangshoudaoledichengbendeliulianghongli，zheishihedonenengchenggongdeguanjianyinsu。”

tarenwei，cengjing，youxuduoguohuomeizhuangpinpaicengcaizhongliuliangfengkouheshidaihongli，rutaobaoshidaideyunifang，weiboshidaidewis，weixingongzhonghaoshidaidehfp。meiyigepingtaidefanrong，douhuichengjiuyipipinpai，yehuishoupingtaidefazhanjieduanxianzhi，erchenjiyipipinpai。yigemeizhuangpinpaizuizhongnengfouzouxianggengzhangyuandechenggong，zishennuliheshidaihongli，queyibuke。

gairenshihaizhichu，suizhedouyin、kuaishouhepinduoduodengpingtaidejueqi，wushupingjiacaizhuangpinpaichongshajinlai，dadajiagezhan，zheiduihedoneshijibulidejumian。“conghedonedechanpinshejiheshangxinpincikeyikanchulai，zheishiyigezhenzhengxiangzuopinpaidecaizhuang。”

“huoshizheizhongjianchi，ranghedoneyibianjianshoupinpaigediao，bucanyurenhejiangjia，chengbengaoqi，danlingyibian，youmianlinbuduanshangzhangdeliuliangchengben，guowangdafashiling，zaidiejiashehuidahuanjingyingxiang，zuizhongwunaizouxianglejieshuyunying。”shangshurenshishuodao。

kaiye，daobi，zaimeizhuangxingyebuduanshangyan，jubuwanquantongji，jinnianyiyoujishijiaguoneiwaimeizhuangpinpaixuanbubidianhuotingzhiyunying，hedone，buguoshixingyedeyouyigesuoying。