wen | lvedacankao xiaoyao

编辑 | 原野

01 失宠

10suidehaimati，zhengzaibeirenmenxianqi。

yinmeiguanqijiadehaimatizhengjianzhao，yinshizhenbeikaoyankaodianmingquejinzhishiyong，renmenduihaimatijizanyijiudetucaoyesuizhibaofa。haimatiyincidengshangleweiboresou。

jinguanhaimatijishihuiying，chengqizi2021nianqiyituichukaogongkaoyandenggongnengxingzhengjianzhaodejingzhibanheyuanshengbanliangzhongbanben，dancongwangyoufanyinglaikan，haimati=gaodujingxiu，yijingchengweikebanyinxiang。

zaizheiqianbujiu，haimatiyinianzhongdezhongtouxi：shengdanzhao，yeyinglaibeitucaodemingyunhebingbushifenlixiangdexiaoliang。

10yuexiaxun，haimatizaishejiaomeitideguanfangzhanghaogongbujinniandeshengdanzhaoxinpin，taolunquchuxianhenduoshiwangdeshengyin：

“jinniandemeiyouyigeyouxiangpaideyuwang”“jinnianduibiwangnianchataiduole，yongdianxinba”“jinnianshimeiqianlema？”

liangjianshiqingsuirankanqilaiguanxibuda，danwentidouzhuyaochuzaichuangxinshang。yijuhuajiushi：meiyouchuangxin。

shinianqian，tacengjingyichuangxinzhedeshenfenruju，rujin，zheimeihuixuanbiaodadaolezijitoushang。tacong2014niantuichuzhengjianzhaoyewu，jinguanzhuangzaohuigenzhechaoliubianhuan，danwanghongfenggehekuazhangdexiutuchengdubingmeiyougaibian。yinci，haimatizhengjianzhaojirendeguangandouyiyang：jingzhi，danxujia，kanduolerongyishenmeipilao。

jinniandeshengdanzhaoxinpinyemeiyoutaiduoxinyi。budandapole2018nianyilaiyirendaiyandeguanli，haiquefazugoudebianshidu，kanqilaiyudongrixiezhendequbiebingbumingxian。

zaicengjingdelaogukekanlai，zheishibuyongxindebiaoxian。

zaozaiyushoujieduanjiuyourenfaxian，haimatizheicishengdanzhaoxilie，mingzipingyong，yuciqianxiliezhongheduhengao。ciwai，xinpindeyulanshiyituxiangshiyouaishengchengde，xijiedamochengdujiaodi。haiyourenzaixianxiatiyanzhongfaxian，mendiangongzuorenyuanbianshao，yezhijieyingxianglefuwuzhilianghepaishexiaoguo。

haimatibiankoudeyuanyin，xiezaiguanfangtonggaoli。haimatizhaoxiangguansuozaidehaimatijituanguanwangxianshi，congjinnian4yueqi，jituanluxufabule4cizichanchuzhizhaobiaogonggao，qizhongzichanweibangongdiannaoyusheyingshebei，shulianggongjizaiyiqianjianyishang。

图：海马体注销的分支机构们

ciwai，shejiaopingtaishangliuchuandeshuofashi，haimatizaijinxingcaiyuanjiangxin。

huixuanbiaojixu。cengjingbeihaimatidechuangxinyufuwuzhiliangxiyinerlaideyonghu，rujinyinweitongyangdeliyoupaoqileta。

zaibujisuanyouhuideqingkuangxia，haimaticicishengdanjixiezhenjiagepingjunzaimeiren209~399yuan。xinpinshangxianhou，haimatijinxingleliangchangzhuanchangzhibo，zuiremende5gexilieyouchaoguo2wanrenpaiguo。youcituisuan，jinnianshengdanji，haimatixiaoshouezai418wan~798wanyuanqujian。

zuoweiduibi，2021nian，haimatiweidangnianshengdanzhaofabuerzaishipinhaokaiqidediyichangzhuanchangzhibo，xiaoshouejiutupole500wanyuan。

shengdanzhaoyuxinnianzhao，shihaimatiliangdabiaozhixingchanpin，yeshihaimatixiezhenyewuzhongzuizhongyaodeliangkuanchanpin。shengdanzhaowulunzaishenglianghaishixiaoliangshang，doubuyayuxinnianzhao，duiyuxuduonianqinggukelaishuoshenzhigengshengyichou。

zuoweiliangdazhuyaoyewu，zhengjianzhaoheshengdanzhaodebailuo，huoxunenggouyidingchengdushangyingshechugongsizhengtiyewudezhuangkuang——ruguoyinianzhongzuishouhuanyingdechanpinshangqieruci，neiqitachanpindeqingkuangkongpagengburongleguan。

02 高光

haimaticengshixingyeneidedianfuzhe。

tatigonglegengfuhenianqingrenshenmeidepaishejishu、qubieyuchuantongzhaoxiangguandezhuangzaoliucheng、gengjiahulianwanghuadejianjiefuwu，xunsuchengweixingyechonger，fengtouyiduchaoguo2010nian、2012nianchenglidetongsaidao“qianbei”tianzhenlan、xiaoxiangguan。

它也是时代的宠儿。

haimatidanshengde2014nian，beixuxiaopingchengzuozhongguode“chuangyeyuannian”。zhongguancunchuangyedajiedekafeiguanli，jimanletongxiaoqiaodaimadechuangyezhe。3yuezhucedengjizhidugaigeshishihou，quanguopingjunmeitianxinzhuceqiye1.04wanhu。tongshi，xiaofeishengjidequshichuxian，xiaofeizhexinxinzhishudadaosannianzhongdezuigaozhi。——huaneryanzhi，renmenyuanyihuagengduodeqian，huanqugenghaodefuwuhechanpin。

haimatidediyijiamendiandanshengyuhangzhouchuanmeixueyuanxiashaxiaoqudechuangyichanyeyuan，4geyuehou，zaixiashagaojiaoquzhongxinkaichudierjiamendian，paiduichengweimeijiahaimatimendiankaiyechuqidebijingzhilu。zaimeiyouzouchuhangzhouzhiqian，shenzhiyourencongwaidiganlai，zhiweipaiyizhangzhaopian。neishi，haimatiguangshizhengjianzhaoyixiangyewu，kedanjiajiudadaole200yuanyishang。

2018nianzhiqian，haimatidouchuyumosuodaolu、jileikeyuandezhuangtai。

2015 nian，haimaticongxiaoyuanzoujingouwuzhongxin，hexinkehuquncongxueshengzhuanxiangbailing；2016nian，kaiqiquanguoliansuojingyingmoshi，shangyemoshizhujianwending。2016nian、2017nian，haimatimeinianxinkaimendianchaoguo20jia。zheiqizhongyeyougouwuzhongxingongxiandehongli——genjuchanyezixunjigougongyanwangshuju，2017~2019nian，woguogouwuzhongxinmeinianxinzengshuliangchaoguo500ge，xiaoshouecong2.35wanyiyuanzengzhangzhi2.92wanyiyuan。

guaidianchuxianzai2018nian。zheinian6yue，haimatidemendiandadao50zuochengshi100jiadian。zuoweiduibi，jingzhengduishoutianzhenlanzai2019nian3yuemendianshuliangganggangjiejin50jia。

haimatijiadaleyingxiaolidu。qinglaidangnianbaoju《yanxigonglve》deyanyuanjiangzixinzuodaiyanren，zaigongzhonghao、weibo、douyinhexiaohongshudaguimoxuanchuan，tourushangbaiwanyingxiaofeiyonghou，tazai11yuetuichudeshengdanzhaoxinpinchenggongchuquan：weibohuatiyueduliangda1.3yici、douyinhuatiyueduliangda5000wanci、xiaohongshubijijinwanpian，xianxiadeshangbaijiamendianjunbeiyuyuebaoman。《baokuanyingxiao》yishuguji，zheicishengdanzhaohuodongweihaimatidailaileqianwanyuanjideyingyeshouru。

gengzhongyaodeshi，haimatikaishishouhuo“meinianbipaishengdanzhao”dezhongshiyonghu。

2018nianhou，haimatimeiniankaichu80jiayishangdemendian。zoushangkuaichedaozhihou，haimatikaishiduoyuanhuafazhan：jianlimeixuejiaoyupeixunjigoumantulaisixueyuan，chushouxiangkuang、xiangpiandengzhoubianchanpin，tuichuleqixiacaizhuangpinpaiwindccihetigongxianshangxiutufuwudepinpai“xiuxiushou”。

2019nian，haimatizaiquanguoyongyouchaoguo200jiamendian，yingshoujin4yiyuan。tongnian，haimatijieshoulelaiziqichengzibendealuntouzi，youchuanyanchengshuedadaoshangyiyuan。zheiyeshixingyedehaorizi：2019nian，tianzhenlanwancheng4500wanyuandealunrongzi，baokuozipinpai“fangkuai”ji“fangkuaiplus”zaineidejituanzhengtiyingshoudadao3yiyuan。

rujinkanlai，zheixiangshiyiduanpaowuxianpadaoledingdian。

haimatimenhenkuaiyinglailemanzhangdedongji。xingyezhonghuoderongzidejijiagongsi，haimati、tianzhenlan、panzinvrenfanghevphotodeng，zai2020nianhoudoumeiyougengxinrongzixinxi。2022niandi，haimatikaishixuejianyewu，xianhouguantinglexiuxiushou、mantulaisixueyuan。

2023nian，haimatichuangshirenzhiyihuangyihanzaijieshoucaifangshibiaoshi，muqianjuedabufenshourulaizizhaoxiangguanyewu，huibasheyingzuodegengshen。

03 时代

haimatixiangyaohuiguichuxin，danshidaiweibihaihuijitajihui。

时代变了。

haimatibeihoushiyigefuhedangshishenmeidechuangyegushi：2011nian，tademupinpaimantusheyingyoudangshiyiduidasanqinglvzaixuexiaofujindedaxuechengchuangli，3nianhou，zhengjianzhaozheiyixuqiujiaodadexifenyewubeidulichulai，90houtuanduiyuanbanrenmachuanglilehaimati，diyijiajiuzaixuexiaodechuangyeyuanli。

chuangshirendebeijing，mendiandeweizhiyuchuangxindemoshi，weizheigepinpaifushangleqingchun、chuangxindesecai。zaineigeshidai，renmenyuanyiweicimaidan。

tayemanzuhuozhehuanxingleyizhongxindexiaofeixuqiu。“weirenpaichuyizhanghaokandezhengjianzhao”“yongpaixiezhendetaidulaipaizhengjianzhao”，zheixiesloganchuandideqiantaicidoushi：nizhidegenghaodeshenghuo，baokuozhengjianzhao。

yuzheiyangdedingweiduiyingdeshi，haimatidechanpinjiaweiyizhijiaogao：zailubianzhaoxiangguan20yuanjiunengnaxiayitaozhengjianzhaodeshihou，haimatidezhengjianzhaodingjiazai99yuanyizhang，yizhangdanrenxiezhendejiagejiejin300yuan，gaoduanyixiededashidiangengshizhibi600yuan。

zaineigexiaofeishengjideshidai，renmenyuanyiweigaojiganmaidan。danzheixianranbushidangxiadexiaofeixushizhuti。dangfanbudaiqudailemingpaibao，nianqingrenlianyouyikudouyaozhaopingti，“gaojigan”jihuyaoyu“xiaofeizhuyixianjing”huashangdenghao。

chulegeng“koumen”dexiaofeizhe，zheigeshidaihaichuxianlegengyouyoushidejingzhengzhe——ai。

2023nian7yue，shengchengyitaoaixiezhenzhixu9.9yuandemiaoyaxiangjichuquan，appshangxianyigeyueneirihuotupo60wan，chengweixianxiangjichanpin。

图：（左）妙鸭，(右）海马体

zheilakailexiaofeizheyongshoujiweizijipaixiezhendexumu，leisideruanjianyeruyuhouchunsunyibanyongxian。jishinibuyuanweicihuaqian，shenzhiteyixiazaiyigeruanjian，zaiduanshipinpingtaishangyenengzhaodaomianfeidetexiaoshengchengyizhangxiezhenzhaopian。

aixiezhenxianghaimatidangchudianfuchuantongzhaoxiangguanyiyangtiaozhanzheta——zaihaimatideyoushizhishang，ainenggouzuodaogengjizhi：chengbengengdi、gengjiayide、wanchengzhouqigengduan、yanfasudugengkuai。

2023nian8yuejieshoucaifangshi，miaoyaxiangjidangshidefuzerenzhangyueguangbiaoxiandehenqianxun。taburenweimiaoyahuiwanquantidaihaimati、tianzhenlanyileixianxiazhaoxiangguan，aixiezhenwufaqudaixianxiasheyingdaijigukedezhenshitiyangan。taxiwangnengyusheyingshexiangxingyexingchenghezuoguanxi。

danxiaofeizhehuiyongxingdongzuoxuanze。

wulunshiyimiaoyaxiangjiweidaibiaodeapphaishiduanshipinpingtaishangdeaitexiao，nianqingrenmendouwandebuyilehu。jiezhijinnian11yuechu，douyinshangdeaishengdanxiezhenheaixinnianxiezhenfenbieyou171.4wanrenhe316.0wanrenpaiguo，qitaremenleixingxiezhendepaisherenshuyecong5000dao122.6wanbudeng。

zheixiechanpinzugouhaowan——erqiebuxuyaochumenjiunenggouwancheng。birujinnian8yueshangxian，9tianrihuotupo52wanrendeaigcchanpin“miaohuaqupai”，chuleshengchengxiezhen，tahainengtongguoaihuanlianhechengyizhangshifenzirandehezhao。

xiongyongdeailangchaozhixia，10suidehaimatixiandeyouxiefanyingchidun。

tabuyidingwanquanmeiyouxingdong。miaoyaxiangjibaohuoshi，youkejibozhubaoliaocheng，haimatiyijinglixiangleduibiaodexiaochengxu，“shiyaobimiaoyaxiangjidetiyangongnenggengduogengfengfu”。yuaigongsixiangbi，haimatizaisheyinglingyudejileigengduo，genglejiekehudexihao，gengdongxiezhenchanpindeyanfa，danzaijishuhezijinfangmian，taxianranbuzhanyoushi。

yinci，jishiyanfaxiaochengxudechuanwenshizhende，aijishudefazhanrixinyueyi，haimatishenmeshihounengzhuiganshangjingzhengzhedebufabingbuhaoshuo。erzaizheiduanbeiluoxiadeshijianli，haimatihuoxuzhinengxuanzeaoguoqu。