文｜时代财经App

ruhua28niandeshanmuzhengzaichixuanxiajiasujian。

10yue18ri，shanmudongguanliaobudianjiaojihuatiqianyueyukaimenyingke，zheishishanmudongguanshoudian，yeshiqizaizhongguoneididedi50jiamendian。

gaidianzongmianjichao2.3wanping，gongguihuayou1050getingchewei，jinguanyugongzuorikaiye，rengranrongnabuleshouriyongruderenliu。xianliuquzheyangpengxiadapaizhangdui，“changneirenyuanyiman，yujidengdai2xiaoshi”depaizilizaimaichangmenqian。yiweixiaofeizhexiangshidaicaijingmiaoshu，“xianchangyoujiaojingjinxingjiaotongguanzhi，daoluliangbianyoushanmugongzuorenyuanjinxingyindao。”

guoqu3nian，shanmudexinzengmendianshuliangchaoguoqiruhuatou20nian，zheiyishitouzaiweilaijinianhaijiangjixubaochi。muqian，shanmuqianyuedechoujianzhongmendianchao20jia。

buguo，2024nian，shanmusuochudewaibuhuanjingzhengzaifashengjiaodabianhua。henanlingshoujutoupangdonglaiduiduojiachaoshiqidongbangfudiaogai；yonghuichaoshiyinrumingchuangyoupinzuoweizuidagudong；darunfamugongsigaoxinlingshouzhengzaiqiatanshougoushiyi；laizideguodepingjiashequchaoshiaoleqiyezaishanghaikaichulechao50jiamendian，bingchangshichaoqianpingdadian。

yichangkeliuzhengduozhanzhengzailakaidamu。

引流商品1小时售罄

dongguandiankaiyedangri，shangpinqiangchenlieleduokuanfeibiaoxiandingshangpin，ruchaodabulangxiongzaoxinglingshizuhe、chuizizaoxingcaihongtang、jinzitazaoxingfeilieluodeng。

zuoweiyinliushangpindeliuliankaiyehouxunsushouqing，“xianchangjibenrenshoulianggeliulian”，huiyuanyushanduishidaicaijingbiaoshi，kaiyehou1gexiaoshi，gongzuorenyuanjiubiaoshi99.9yuan/gedeliulianyijingmaikong。lingyiweizaidongguandiankaiyexianchangdehuiyuanduishidaicaijingbiaoshi，“jiezhangshizhouweigukedexiaofeidouzai1000yuanzuoyou”。

zhideyitideshi，zaishanmudongguandiankaiyeriderenliuzhong，“apotuan”fenwaixianyan。dangxia，guangshanmuyijingchengweilvyoutuanchuangshoushouduanzhiyi，ciqianjiuyouxiangganglvxingshetuichuxiangguanxiangmu，liangrituan429gangyuan/ren，yipiaonanqiu。

ruhua28nian，shanmuzaigongyinglianyuhuiyuantixishangyiyousuojidian。juduojiameitibaodao，jiezhi2023nian，shanmuzaiguoneidehuiyuanshuliangtupo500wanren，nianxukalvzai60%yishang。anzuidihuiyuanfei260yuan/nianjisuan，shanmumeinianzaiguoneijinnianhuiyuanfeishouyijiuda13yiyuan。

gongyinglianfangmian，tongguojierushangyou，zhudaoshangpinkaifa，shanmutuichulezhongduoteseshangpin。shanmuzhongguoshouxicaigouguanzhangqingqunianniandijieshoucaifangshibiaoshi，zaiguoneimendianyue4000geskuzhong，ziyoupinpaibiliyijingchaoguo30%。tongshi，qijiezhuguimoyoushihuodejiaodayijiaquan。shidaicaijinggenjushanmugongzhonghaotongji，zijinnian6yueyilai，shanmuduichao35kuanshangpinshixianleyongjiujiangjia。

2016nian，shanmuzaiguoneishouzhanghuiyuanfei，you150yuan/niantishengzhi260yuan/nian，yucitongshiqiyejiakuailequdaojianshe。tongnian，shanmuruzhujingdong，liangnianhoukaishishidianqianzhicang，zhijinqiyibujuchaoguo500jiaqianzhicang。muqian，shanmuyijingkaitongleduozhongdianshangpeisongfuwu，baokuozuikuaiyixiaoshi“jisuda”“quanchengpei”“quanguopei”deng。dongguanmendiankaiyeqian，“jisuda”jiuzaidongguannancheng、guanchengheliaobukaitongsangeyuncang。

woerma2025niandierjiducaibaoxianshi，zhongguoshichangq2jingxiaoshouewei46yimeiyuan，tongbizengzhang17.7%，kebixiaoshouezengzhang13.8%，dianshangyewujingxiaoshouezengzhang23%。qizhong，erjidushanmuyetaijidianshangyewubiaoxianchixuqiangjing。

与胖东来们正面交锋

yulengshuniandeshangchaoqiyezai2024niandongzuopinpin。“pangdonglaimoshi”chuquan，qiqiangdiaoduichuantongdegongyinglianjinxinggaige，zheiyerangyiqianggongyinglianzhuchengdeshanmumianlingengjiafuzadejingzhenghuanjing。

zaimingchuangyoupinchuangshiren、dongshizhangyeguofukanlai，“pangdonglaimoshi”shibishanmu、kaishikegengyouxiudelingshoumoshi。

10月19日，北京永辉超市“学习胖donglai”zizhudiaogaideshoujiamendiankaiye。juyonghuichaoshifangmianjieshao，gaidianyuanyoushangpinxiajiabilida79%。dangri，mendianxiaoshouzongeda170wanyuan，chaoguodiaogaiqianrijunde6bei。

pangdonglaiduiyonghuidediaogaiyejianjietuidonglenianneishangchaoxingyezuidabinggouandechansheng。9yue，mingchuangyoupinniyichao60yiyuandashoubiruguyonghui，ruojiaoyiwancheng，jiangchengweiqidiyidagudong。zaidianhuahuiyishang，yeguofutiji，zhongguoxianxiachaoshizhengmianlinzhe20nianyiyudejiegouxingjihui，“worenweipangdonglaimoshishizhongguochaoshiweiyidechulu。”

xinlingshouzhuanjiabaoyuezhongduishidaicaijingfenxi，jinguanpangdonglaiqidongduiqiyedebangfudiaogai，danmuqianrengzaixiaofanweizhinei，xingyeguaidiandeshuofahaiweishishangzao。tongshi，shanmudenghuiyuandianyonghuiyuanfeidexingshiyijizishendeyixieteshujingyingmoshi，weizheizhongyetaishulileyigebianjie，yinciheqitachaoshidezhijiejingzhengguanxibuhuitebietuchu。

“congzhenggeshichanglaikan，huiyuandianshuliangbusuanduo，henduoshengshihaishikongbaizhuangtai，rengyouyidingdefazhankongjian。”

muqianbubugao、zhongbaijituandengtoubushangchaojunzaidalituixingpangdonglaimoshi，9yue28ri，bubugaopangdonglaidiaogaidiliudiankaiye，10yue18ri，zhongbaichaoshixuanbu10jiamendianbidiandiaogai。

chuleyonghuichaoshigudonghuanxue，darunfamugongsigaoxinlingshouyemianlinchushoudejumian。10yue15ri，gaoxinlingshoufupai，bingzaigonggaozhongtijishoudaolaiziyouyiyaoyuerendejiechuhan。bentuzuidaliangjialiansuochaoshideshikongrenzhuanbianduixingyedezhendangbuyaneryu。

yuhuiyuandiantongweiremenyetaidezhekoudianyezaikuangben。10yue19ri，ruhua5niandedeguopingjiachaoshialdiaoleqizaishanghaikaichudi60jiadian，zheiyeshiqishougechao1000pingmidedadian。juxi，qizhenduijiatingyonghutuichudabaozhuangchanpin，ru6zhizhuangbeiguo、12zhizhuangdangaodeng，yuhuiyuandiandedabaozhuangmoshileisi。julingshoukexingqiuyuanyinzhiqingrenshixiaoxi，aoleqijiangyumingnianchuhu，xiangjiangsushichangtuozhan。

多个北方城市将迎首店

mianduiwantuizitaimingxiandeguoneichuantongshangchaoqiye，shanmujiexialaidetuozhankeyiyong“nanzhengbeizhan”yicixingrong。

1996nian8yue，guoneishoujiashanmuhuiyuanshangdianzaishenzhenkaiye，dao2016nian，shanmumendianshulianglaidao15jia，pingjunmeiniankaishebuzu1jia。guoqu3nian，shanmukaidian16jia，shuliangchaoguoruhuaqian20niandekaidianzongshu。

buguo，yinanfangshichangweizhuyaozhendideshanmu，zhengzaimianlinriyijiliedejingzheng。jinnian，kaishikezaishenzhen、nanjingkaichuxindian，zhici，qiyushanmuzaishanghai、ningbo、nanjing、shenzhendengduogechengshizhengmianzaoyu。8yue，darunfamhuiyuandianluozizhejiangjiaxing，gaidianjulichoujianzhongdeshanmujin10duofenzhongchecheng。

jushidaicaijingtongji，shanmuzainanfangshichangdemendianshuliangdadao43jia，duogechengshiyongyou2jiajiyishangmendian，bingrengzaichixujiamizhong。julianshangwangbaodao，2025nian，shanmuyujiyou10jiamendiankaiye，duozainanfangshichang。zaiyiyouliangjiamendiandeguangzhou，shanmuhaizaichoujianliwan、baiyunqumendian，ershanghai、shenzhen、suzhounanfangchengshiyejunyouxindianjihualuodi。

suizhemendianmiduzengjia，shanmumendianfushekequndezhongheduyezaizengjia。shidaicaijingzhuyidao，dongguandiankaiyedangri，xianchangbushaoxiaofeizheweiyuanshanmuhuijichiyouzhe。

yushanbiaoshi，ciqianzijiyizhizaishenzhendeshanmuxiaofei，dongguandiankaiyehou，tazhuanhuanzhanchang，“zheijiadianlijiajin10gongli，gengfangbian”。tahaiduishidaicaijingtiji，shenzhenbaoanyouyijiashanmuhuiyuandianzaimingniankaiye，juligengjin，tazhihouhuixuanzequneijiadianxiaofei。

lingyiyijingruji5niandehuiyuanduishidaicaijingtoulu，zijizhiqiandoushiquguangzhoutianhedianxiaofei，liaobudiankaiyehou，gaosuheyoufeidagaikeyishengxia100yuan。

nanfangshichangmendianzhujianmiji，shanmuyekaishixiangjin7jiamendiandebeifangshichangshenzhan。9yue25ri，shanmuhuiyuandianzhengzhouxiangmuqianyue，zheiyeshiqizaipangdonglaidabenyinghenanshichangdeshoujiamendian，yujiyu2026niankaiye。

jushidaicaijingbuwanquantongji，shanmuzaichoujianzhongjidaikaiyedemendianchao20jia，beijing、tianjin、xian、qingdao、zhengzhoudengchengshijunzaiqilie，qizhongbushaoweichengshishoudian。

（应受访者要求，文中余珊为化名）