文｜新媒科技评论

beichengwei“shishangzuizhang”de“shuang11”ganggangjieshu，dianshangpingtaimenzaijianchileyinianduodedijiacelvehou，doubuyueertongdixuanzeruohuadijiayinsu，zhongxinsikaoshangjiayuxiaofeizhedeshengtaipingheng。

chixude“dijiachao”xia，guoneidianshangpingtaisihudouhuanshangle“dacujuandaizheng”，dajiadoubuxiangda“sunrenbuliji”dejiagezhan，gongzuozhongxinzirancong“juanjiage”huiguidao“juanyunying”。

buguo，guoneixiaofeizheyijingdui“dijia”tuomin，dayangbiandexiaofeizhequecaiganggangchangdao“dijia”dehongli。zheiliangnian，temu、sheindengzhuyinglianjiachanpindekuajingdianshangpingtaifenfenjueqi，tamenyezaiyidingchengdushanggaibianlehaiwaidedianshangshichanggeju。

haiwaixiaofeizheduiyu“dijia”derezhong，rangyamaxunyezhujianganshoudaoyali。jinri，yamaxunzaiqiyingyongchengxuzhongtuichulequanxindedijiazhekoushangdian“amazon haul”。

zaixinxingkuajingdianshangpingtaidechongjixia，yamaxunbudebulvxiandaqi“fangyuzhan”，lvxianjingong，caishizuihaodefangyu。

复制另一个“TEMU”？

julejie，“amazon haul”zhongdeshangpinjundiyu20meiyuan，dabufenshangpinjiagezai 10 meiyuanyixia，bufenshangpinshenzhibudao1meiyuan。dingdanman 25 meiyuankeyimianyunfei，bumanzexuzhifu 3.99 meiyuanyunfei。

buguo，xiangjiaoyuyamaxunzhiyingshangpin1-3gegongzuoridepeisongshijian，yinwei“amazon haul”shitongguoyamaxunzaizhongguodecangkuxiangmeiguokehufahuo，yincishangpinkenengxuyaoyidaoliangzhoucainengsongda，danyamaxunbiaoshi，75%dedingdandouhuizai7tianneijiaofu。

muqian，“amazon haul”shoupikaifangdeshangpinfugaifuzhuang、jiaju、meizhuang、dianzi、peishi、bangongyongpin、chufangyongpin、yundongyongpin、yuanyiyongpindeng9dalei，zheixiedoushitemu、sheinshangchangjiandechanpinleixing，tongshiyeshizhongguozhongxiaoxinggongchangwaixiaozuiduodepinlei。

zai“amazon haul”shangxianhou，waimeizhijiepingjiaqiwei“temudetemu”，keyikanchu，zaihaiwaixiaofeizheyanzhong，zheizhengshiyigeduibiaotemudedijiashangdian。

chulechanpinjiagedi、chanpinleixingxiangsizhiwai，“amazon haul”zaipingtaishejishangyegentemuyiyang，zhugongnianqingrenshichang，biruyemianshangsuichukejiandebiaoqingbao、duobaansexideshejifengge，haiyou“fengkuangdijiajiuzaizheier”deguanggaoyu。

zaishangpinchengxianfangshi，“amazon haul”yeyigaiyamaxundexingjipingjiatixi，ershishiyongle“zuichangxiao”huizhang，sihushixiangrang“jiage+xiaoliang”chengweijuedingshangpintuijianliuliangdezhongyaoyinsu。

“amazon haul”shangxiancaijitian，yiyougongyingshangbiaoshishangxiandiertianjiuganjueliuliangda，xiaoliangkeguan。yeyouyixiemaijiakaishizaipengyouquanshaichudanxinxi，yitianjiuchule700duodan，keyikanchuxiaofeizhedui“amazon haul”deguanzhudu。

buguo，muqian“amazon haul”duimaijiacaiqudeshidingxiangyaoqingzhi，yejiushishuobingfeisuoyoushangjiadouneng“ruchang”。youmaijiatoulu，yamaxunhuiyouxianshaixuanneixieyizaiyamaxunzhuzhanxiaoshoudijiashangpindemaijia，tebieshishishang、jiaju、shenghuolei，fuhe“gangxu+gaopin”chanpindemaijia。jiehezheidianlaikan，yamaxunyinggangtemuhesheindeyitujiugengjiamingxianle。

亚马逊觊觎低价已久

suirantemujinjunmeiguoshichangbuguoliangnian，danyijingchengweibukedigude“xiaofeiqushi”，zaidangdishichang，“temu”shenzhibeiyuedingsuchengdiyonglaixingrongmouzhongchanpindedijiaban。

jinguan“dijiacelve”poweisutao，danbukefourendeshi，“dijiajiushihaoyong”。jusalesforce shujuxianshi，61%xiaofeizheshiyongtemudengpingtaidezhuyaoyuanyinjiushi“bianyi”，weicitamenyuanyidengdaigengzhangshijianhuodechanpin；haiyou 47%dexiaofeizhebiaoshi，tamentebiexiangshouzaidijiachanpinzhong“xunbao”detiyan。

zaitemu、sheindengpingtaide“dijiagongshi”xia，jibianxiabannianyouzheprimehuiyuanqiujidacu、ganenjie、“heiwu”dengchuantongxiaoshouwangji，bushaoyamaxunmaijiajunbiaoshiliuliangdafusuoshui，yinweidacuqijian，qitapingtaiyehuituichucuxiaojizhi，ruguobugoubierenbianyi，dacufanerchengleshangjiade“cuimingfu”。

shangjiashourudajian，yamaxundeyejiyeshoudaoyingxiang。zaijinniansanjidu，yamaxunzaixianshangdianjingxiaoshouewei614.1yimeiyuan，tongbizengzhang7.2%；zuoweicankao，zai2023nian1yue-2024nian1yue，temuzaimeiguodexiaoshouebaozhangle840%。

lingwai，justocklyticsfabudequanqiudianshangshichangzengzhangqushibaogaoxianshi，2024niandianshangshichangzhengtizengsuyujiyou15%，yamaxundezengsuyebiquanshichangzengsuyaodi。

weici，yamaxunjinnianduocidiaozhengchanpindejiageli，shitutongguo“juandijia”laiduohuishichangfene。birucongquniankaishi，yamaxunzhenduidijiashangpintuichujiangdiyongjin、tigaowuliusududengfuchicuoshi，zaijianadazhan，diyu20jiayuandefuzhuangchanpinyongjincong17%xiadiaowei10%；ribenzhandequanpinleiyongjinjunyijiangdizhi5%。

jinnian10yue，yeyoushangjiabiaoshiyamaxunxinzengle“jiagelibiaoqian”，ruguochanpinbugou“huasuan”，zekenenghuibeitieshang“not competively priced”（jiagemeiyoujingzhengli）；

lingwai，yamaxunxintuichudeaigouwuzhushouyijingzaiceshi“jiagelishichaxungongneng”，xiaofeizhekeyikandaochanpindelishizuidijia，bianxiangyezaidaobishangjiadiaodijiage，fouzejiuzhijiequantuixiaofeizhe。

zaigengzaozhiqian，yeyoushangjiabiaoshiyamaxunqiangzhimaijiajiangjia，bufenshangpinhuibeiqiangzhixiajia，eryuanyinzeshi“jiagewujingzhenglierbufuhechengweituijianbaojiadeyaoqiu”。

lingwai，bushaoshangjiabiaoshi，guoquyamaxunde“jintuikuan”xuyaohuodeshangjiayuyonghudeshuangxiangtongyicaizhixing，danjinliangnianpingtaiquekaishi“zhudongtuikuan”，yuelaiyueyoukaolongpinduoduodequshi。

juxi，“amazon haul”zaozaijinnian6yuedeshangjiabimenhuizhongjiubeitichu，mianduiquanqiujingjidahuanjingyijitemudengpingtaijingzhengdeshuangzhongyali，jibianshimeiguoshichangfeneyuanchaotemu（0.71%）heshein（0.54%）deyamaxun（17.9%），yebudebujiaru“jiageneijuan”he“fuwuneijuan”。

亚马逊两条腿走路？

buguo，xiangjiaoyudangchutemuliangxiangmeiguoshichangputiangaididexuanchuangongshi，“amazon haul”zemingxiangengweididiao。

muqian，“amazon haul”jinzaiyidongduanshangxian，bingweichuxianzaiyamaxunzhuyemiandaohanglanzhong，meiguoyonghuxuyaozaiappzhongsousuo“haul”，cainengjinruxiangguanyemian，“amazon haul”haiweiwanquandulichulai。

yamaxundetaidu“jiyaoyouyao”，yifangmianshichuyufangshoutemudengdijiapingtaidekaolv，budebutuichudijiashangdianlaiyingdui；lingyifangmian，yamaxunyoudanxinguodudijiahuichongjizhuzhandexiaoliang，yingxiangyamaxunhaoburongyiyingzaochulaidepinpaihuadingwei。

shishishang，yamaxunchuanglizhichuyeshizhuda“xingjiabi”dingwei，jushishanglingshouyanjiuzixungongsicoresight researchdediaoyanxianshi，zai2018-2019nianjian，yamaxunchushoudebaipaifuzhuangdeshumuleijizengzhangle906%。

danjinniankaishi，yamaxunbuduanjinxingpinpaihuashengji，bingfuhualeyixilieyiyamaxunweizhuyaoxiaoshoupingtaidepinpai，biruyurongfupinpaiorolay、zhioujiajudesongmics、ankechuangxindeankerdeng，suiranbunengchengzhiwei“yamaxunziying”，dantamengenyamaxunzhijiandebangdingshenshen，biruorolayyebeichengwei“yamaxunwaitao”。

zheiqishiyeshisheinjinnianbuduanchangshidefangxiang，fuhuapinpaikeyijinyibuzengjiaxiaofeizheyupingtaizhijiandezhanxing，duipinpaihepingtaieryan，yenengdailaigenggaodexiaoshouyijia，daidongxiaoliangzengzhang。

yinci，haoburongyizouchu“baipaimoshi”deyamaxun，ziranbuganxin“zouhuitoulu”。suoyi，yamaxunyaoqiumaijiabunengzhijiecongzhuzhanbanyunshangpindao“amazon haul”；“amazon haul”deshangpinyebunengtieshangpinpai，zhinengda“dijiashangdian”depinpai。

yamaxunkaishimingque“liangtiaotui”zoulu，yibianzhuda“dijia”，yibianzhuda“pinpai”，danliangtiaoluxianzhijian，yamaxunxiwangnenggoubaochimingquedefenye。dannengfoushixianruciwanmeidepingheng，duiyamaxunhepingtaimaijiaeryan，zehaiyouweizhi。

duiyongyouqiangdagongyingliandemaijialaishuo，zirankeyi“liangshouzhua”，tongshijingyingpinpaichanpinhedijiachanpin；danduiyubufenquefagongyinglianyoushidemaijialaishuo，“amazon haul”suiranyunxushangjiayongyouzizhudingjiaquan，dandingjiaguogaojiu“juan”buguotongxing，dijiashangdianqishigengxiangshi“quantuoguanmoshi”，zaizheizhongmoshizhong，yuantouchangjiabuhuiyongyouhengaodehuayuquan。

yinci，yamaxunruhejiang“amazon haul”jinyibuyongqilai，bujinzaijiageshang，zaipinlei、zhiliangshangdounengchaoyuetemuheshein，haiyaozuodaogenzhuzhanyoumingquequfen，zheigeketixianrangengweifuza。

tuichudijiashangdianzhishidiyibu，ruheyingduibuduandiaozhengdehuiyuanxuqiu、kenengchuxiandeguanshuidiaozheng，yijishoudijiashangdianyingxiangdehailiangmaijia，zheicaishiyamaxunjiexialaigengzhongyaodeyibu。