wen | jingzheyanjiusuo chuxia

jinnianlai，yidapilingshijihedianpingjiepinzhongfengfu、jiageshihuidejingzhengyoushi，zaiquanguoshichangxunsuzhagen。

shangdaoyi、erxianchengshixiadaoxiaoxiancheng，lingshijihedianchengweilejinaichadian、kafeidianzhihou，zaichengshishangquanzuichangjiandelingshoumendianzhiyi。shenzhizailingshoujiamenglingyu，lingshijihedianyeshoudaolebushaonianqingchuangyezhedeguanzhu。

suizheredudetishenghereqiandebuduanyongru，jingzheyanjiusuofaxian，yipilingshijihediandejingyingfanweirujinyiconglingshiyinliaotuozhandaolemimianliangyou、shenghuorihua。erzheiyitupo“lingshiliangfan”yuanyoudingweidedongzuobeihou，lingshijihedianmenxianranzhengzaiyunniangyigexingushi。

01 零食集合店成了创业“集中营”

zuoweijinnianlaishaoyoude“fengkousaidao”，lingshijihedianhuodekuai，liansuopinpaimenkaidiandesudugengkuai。shujuxianshi，jiezhi2023niandi，zhongguolingshijihedianmendianshuliangyijingtupo2.2wanjia，erzheitiaosaidaoshangdepinpaijihudoushibenzhewandianguimoerlai。

chengliyu2017niandelingshihenmang，mendianshuliangcongqichude200duojiakuozhangdao2024nian3yuede7500duojia，bingqieqi2024nianhaijiangmubiaoxinzeng6000jiamendian，yujiniandidadao13500jia；zhaoyiminglingshizecong2019niande700duojiakuozhangdao2024nian8yuedechaoguo6000jia；wanchenjituanqixiadehaoxianglaipinpai，jiezhijinnian6yuedi，lingshilingshoubankuaimendianshuliangyida6638jia。

bishi，jiashilijituanzhixingfuzongcaizhaogangzaimouxingyehuodongshangtidao，“lingshiliangfanpinpaigongyou146ge、heji4wanjiamendian。zuidadeyijiamingminghenmangyouyiwanjiamendian，haiyousanwanjiamendianfensanzaigedi”。

shishishang，zhaoyiminglingshizaiyulingshihenmangzhanlvehebinghou，yiyu2024nian6yue12ritongguoguanfangweibozhengshixuanbudi10000jiamendianzhengshidansheng，chengweishougewanchengwandianmubiaodelingshiliangfanjituan。erzaijinnian10yuefen，zhaoyiminglingshiyulingshihenmangdemendianshuliangyijingtupo13000jia。

shuxidepeifang、xindesaidao，lingshijihedianmenshangyandequnxiongzhulubingfeiyiqiangguyong、mangyankuangben。

aimeizixunshujuxianshi，2023nianzhongguolingshijihedianshichangguimoda809yiyuan，yuji2025nianyouwangdadao1239yiyuan，2027nianyouwangdadao1547yiyuan。qianyishichangdeyouhuoxia，zibenyexiudaoleshangji，yongzhenjinbaiyinzaishichangshangyazhuqianzaiwanjia。

2021nian5yue，lingshihenmangnaxiayouhongshanzhongguoyugaorongzibenlianhelingtou，qichengzibenyumingyuezibengentoude2.4yiyuanalunrongzi。suihouzailiangnianneimendianfanle20bei。2022nian10yue，mendianshuliangganggangtupo500jiadezhaoyiminglingshi，nadaoyouheiyizibenlingtou，liangpinpuzigentou1.5yiyuanalunrongzi，budaobannianhoumendianshuliangjiutupole2500jia。

buzhiyoutouzijigoukanshanglelingshijihedianzheizhi“qianligu”，qudaoshangyoudelingshipinpaiyejiarudaolexingyefengkoudezhanlvebujuzhong。jiliangpinpuzizai2022nian10yuecantouzhaoyiminglingshihou，haoxiangniyuyanjinpuzizai2023nian12yuelianshoutouzilingshihenmang。

qizhonghaoxiangniyihuobizijinhejichuzi7yiyuanduilingshihenmangzengzi，zengziwanchenghougongsijiquanzizigongsihejichiyoulingshihenmang6.64%guquan。tongyishijian，yanjinpuzitongguokonggugudonghunanyanjinpuzikongguyouxiangongsichuzi3.5yiyuanrugulingshihenmang，chiyoulingshihenmangjituan3.32%guquan，bingyumingminghenmangjituan（baokuolingshihenmangyuzhaoyiminglingshi）dachengzhanlvehezuo。

suizhetoubulingshipinpaiyushenweiqudaoshangdelingshijihedianwanchengjinyibujiemeng，lingshijihedianzheipianlanhaiyijingchuxianchanxiaojiehede“hangkongmujian”。buguo，fensanzaiquanguogedidelingshiyouming、laopodaren、ailingshi、tangchao、daiyonghongdenglingshijiehedianpinpai，rengranzaiyiquyushichangweigenjudicanyuxinshichangdezhengduo，“chaoshihua”dexingushiyeyoucizhankai。

02 零食店为何“超市化”？

jingzheyanjiusuoguanchadao，muqianzaixiaohongshuhedazhongdianpingpingtaishang，yijingyoubushaofenxiangzailingshijihediangoumaishenghuobaihuodebiji。zhidezhuyideshi，zheixielingshijihediandezhaopaihoumianjihudoudaishangle“pifachaoshi”dehouzhui。

tongguochayuemeitibaodao，jingzheyanjiusuojinyibufaxian，laizisichuanchengdoudelingshiyoumingshizuixiangongkaishishui“pifachaoshi”yetaidelingshiliangfanpinpai。qidiyijia“lingshiyoumingpifachaoshi”yujinnian6yue，luodichengdou。

zaicizhihou，chuangliyuhunandelingshiyouxuanzaijinnian9yuexuanbutuichu“huizhenpifachaoshi”pinpai；qiahuopuzitongguokuochongmimianliangyoudengpinpai，zhengshixiangtejiachaoshizhuanxing；9yuedi，laiyifenquanguoshoujiacangchuhuiyuandianyezaishanghaishisongjiangquzhengshiyingye。

duiyuyibufenlingshijihediande“chaoshihua”qushi，youguandianrenwei，zheishibufenpinpaimianduijingzhengjiajudeshichanghuanjingjijiqiubian、zhudongzhuanxing。danshicongshijiqingkuanglaikan，yuqishuoshi“zhuanxing”，daoburushuoshizaisaidaoyujiaxiazhaideqianjingxia，changshikaipixinshichang。

jingzheyanjiusuozai《xianchenglingshidianzhadui，xiaozhenchuangyezhebugouyongle》yiwenzhongcengjingsuanguoyibizhang：lixiangzhouqixia，kaizaixianyushichangdelingshijihedian，congkaiyedaowanquandakaishichangxuyao6-12geyuedexindianpeiyuqi。ruguodangemendianderizhengchangyingyeezai1wanyuandao1.5wanyuan，dagaixuyaoyinianbanzhiliangnianhuiben。

ranerxianshishihenduojiamengshangdoumeinengaoguosuoweide“lixiangzhouqi”。

cong2023nianxiabanniankaishi，xiaohongshudengshejiaopingtaishangjiuchuxianlebushaojiamengshangsukudeshengyin，daduoshudoushitucao“meitianyingyeezhiyoujibai，huibenyaoyaowuqi”dejingyingxianzhuang。erzailingshiliangfanpinpaijiasumendiankuozhangdebeijingxia，“diyipijiamengshang”yijingkaishixuanzeguandianzhisunzhudongtuichu。

weilechixuxiyinjiamengshang，lingshiliangfanpinpaiyekaishijiangdijiamengmenjian。ruhaoxianglaihemingminghenmangjituanfenfenzaijinnianmianqujiamengfei、guanlifei、peixunfeihefuwufei。qizhonghaoxianglaimianquxuanzhifeihepeisongfei，mingminghenmangjituanzezaizhuangxiu0lirundejichushang，duimianji、kaijianyijiweizhizhaopaidabiaozheyicixingbutie10wanyuan。

haoxianglaihemingminghenmangzhisuoyinenggouduijiamengshangkaifangruciyouhuidezhengce，zhuyaoshiyinweibeihouyouzifangchengyao。qitawurenchengyao，jiadiyebushineimehoushidepinpai，ziranyejiuwufajixuzailingshijihedianyetaihetoubuwanjiaqiangduojiamengshang。zaicibeijingxia，xiang“pifachaoshi”zhuanxingbianchengweiqitapinpaixunzhaochayihuadejingzhengcelve。

tanbailaishuo，“chaoshihua”bingbushishenmeshangce，yinwei“pifachaoshi”zaimendianmianjiheshangpinzhongleishangdoukuodalebushao，zheixiechayixiangjiaoyulingshijihediannenggouxingchengyoushi，danyeyaomianlinxiangyingdefengxianhetiaozhan。

tongchangqingkuangxia，lingshijihediandemendianmianjiyibanzai100-200pingfangmi，erpifachaoshiyinweixuyaorongnagengduozhongleideshangpin，mendianmianjiyibanshilingshijihediande2beishenzhiyishang。lirulingshiyoumingpifachaoshidedandianmianjijiuzai200-400pingfangmifanweinei。ruguoxuanzhizaixiangtongdiduan，pifachaoshidedianmianzujinbiranyehuichengbeizengzhang。

chulegengdademendianmianji，pifachaoshijingyingdeshangpinzhongleiyemingxianzengjia。

liruzailingshiyoumingpifachaoshineikeyikandao，chuxiuxianlingshi、tansuanyinliaodengchangjianshangpinwai，haijiarulemimianliangyou、canjuqingjie、gerenhulixiangguandeshenghuorihuachanpin。genjugongkaibaodao，lingshiyoumingpifachaoshineideskuchaoguole3000ge，erputonglingshijihedianneideskutongchangzai1000gezuoyou。

skudekuozeng，chulexuyaotourugengduochengbenxiangshangyougongyinglianqiyeyaochanpin，yeduixianxiajingyingdecangchuwuliuguanlitichulegenggaodeyaoqiu。tebieshidangskushuliangguoduoshi，haihuijianmancunhuozhouzhuansudu、jiangdishouqinglv，congerzengjiaqitayunyingchengben。

ciwai，jingyingchangdiheskudezengjiayedailailerenlichengbendexianzhuzengjia。henduolingshijihedianyinweijingyingmianjiheskuyouxian，henduoshihouxiangbianlidianyiyang，zhixuyaoguyong3-4mingyuangong，bingqieyigerenyoushikeyijianrongshouyinhelihuobuhuodejichugongzuozhineng。

danzaipifachaoshi，guangshijihuojiabuhuokenengjiuxuyao4gegudingrenyuan，zaijiashangshouyin、baojiedengbiyaogangwei，peibeiderenyuanshuliangtongchangxuyao5-10ren。yinci，suiran“pifachaoshi”deyingshoulaiyuansuizhemendianmianjidekuozhangyoulegengduokeneng，danjingyingchengbenyezairouyankejiandizengzhang。

03 零食量贩的终点是山姆会员店？

mingmingshigaochengben、gaofengxiandezhuanxingfangxiang，weishenmehaiyoulingshiliangfanpinpaixuanzetajinzheitiao“anhe”？chuleyinweikandaodangqiandexingyejushixia，hennanzaiyutoubuwanjiajingzhengwai，haiyouyigeyuanyinhuoxushijinnianlaichuantongxianxialingshoudeguyougeju，yezaifashengxinbianhua。

guanyanbaogaowangfabudeshujuxianshi，jinnianlai，woguochaoshixingyebaiqiangzhengtixiaoshouguimochixuxiahuazhuangtai，jiezhi2023niandadao8680yiyuan，yu2022niande9369yiyuanxiangbixiahua7.4%；ermendianshuliangzezai2020niandadao3.1wanjiadefengzhihou，yu2023niandiezhi2.38wanjia，jianshaojinsifenzhiyi。

baokuoyonghuichaoshi、zhongshangjituandengxingyelongtou，cong2021nianzhijindouzaichixukuisun，heshi“zhisun”yaoyaowuqi。2024niansanjidu，yonghuichaoshishixianyingshou545.49yiyuan，tongbixiajiang12.14%，guimujinglirunwei-7786.57wanyuan。

tongqi，zhongbaijituanshixianyingshou81.3yiyuan，tongbixiajiang11.50%，guimujinglirun-3.32yiyuan。lingjushichanggongkaixinxi，2024nianshangbannian，37jiashangshilingshouqiyezhong，26jiayingshouxiahua，22jialirunxiahua。

chuantongshangchaodeyijuebuzhenzhixia，cangchushihuiyuandianquezainishizengzhang。shanmuhuiyuandianzaichenggongxiyinchengshizhongchanyijinianqingxiaofeiquntihou，budanchengweiyizhongliuxingdexianxiaxiaofeifangshi，gengzhijiezhuandaolezhenjinbaiyin。woermazhongguodiercaijishujuxianshi，jinnianshangbannian，shanmuhuiyuanshangdiandehuiyuanshourutongbizengzhang23%，huiyuanrenshuchuanglishixingao。

shanmuyebingfeigeli。jiuzaishanggeyue，weibohuati“pangdonglaidandianyingliyichaosuoyoushangchaoshangshigongsi”dengshangresoudiyi。yucitongshi，“pangdonglai2024niandeyingshoujiangtupo150yi，tongbizengzhang40%”deshujuyexiyinlequanwangweiguan。gengzaozhiqian，baokuoyonghuichaoshizaineidechuantongshangchaoyezaifenfenxuexipangdonglai，shituzhaodaoyitiaozhidiehuishengdekekaolujing。

chuantongshangchaoshiwei，xinpinpaishangwei。shitilingshoushichangchengxianchudenandejiyu，wuyijizailingshiliangfandexifensaidaoshangzhaobudaochuludelingshijihedianmenkaileyishanchuang。bingqieduibichuantongshangchaodejingyingmoshi，lingshiliangfandeyunzuomoshijibenyizhi，kansizhuanxingchengbenbufei，danyebufangyishi。

zhideyitideshi，jinjinianlingshiliangfandehuobaoyezaiyidingchengdushangwanchengleyonghujiaoyu，lingshixiaofeikaishizuoweiyizhonggaopinxianxiaxiaofeixuqiu，xiyingengduonianqingxiaofeizhepinfanguanggulingshijihedian。zaicijichushang，tongguokuochongjingyingpinleihemendiansku，yecunzaikuodayingshoudekeneng。

lingwai，lingshijihedianyeyuhuiyuancangchuchaoshixiangsi，jitongguojizhonghuademijichenliehebufenskudejueduiyouhuixiyinyonghu，ranhoujiarudaliangmaoligenggaodebaipaishangpinlaitishengzhengtilirun。

suoyi，ruguozhishijiangjingyingfanweiconglingshikuozhandaoshenghuorihua，duiyulingshiliangfanpinpailaishuo，zhishizengjialequedingdejingyingchengben，bingmeiyouzengjiaweizhidefengxian。bingqie，zaikuaixiaoqiyekanlai，lingshijihedianzhuanxingchengwei“pifachaoshi”yeweiqizengjialexiaoshouqudao，yincileyuhelingshiliangfanpinpaidachenghezuo。

danduiyu“pifachaoshi”laishuo，danchunzaipinleishangzuojiafa，kanshangqushizengjialeyingshoulaiyuan，shijishangyezaiyuliansuoshangchaozhimianjingzheng。zhiyunengfouzhuanxingchenggong，haidekan“pifachaoshi”menruhezaixinzhanchangchongfenfahuizishenyoushi，congchuantongshangchaohecangchuhuiyuandiandejiafengzhongchenggongcunhuoxialai。

birunengfoujixujianchirangli，lianshoukuaixiaopinpaiweixiaofeizhetigonggengduoyouhui；youbirunengfouweichigaozhouzhuan，jiangdikucuncangchudailaideyunyingyingchengben；gengguanjiandeshi“pifachaoshi”mennengfouxiangshanmuhuiyuandianhepangdonglaiyiyang，tigongdutegouwutiyanyongyouwendingkeliu。

zuoweixinwuzhongdelingshijihedian，qishibingbuxin。

jingzheyanjiusuozai《wangwangfanhongbeihou：guochanlingshidesanshinianbianqian》zhongjiutidao，zaozai2000nianzuoyou，zhongguodelingshipinpaijiuzaixianxiashangchaotuichulesanzhuangchengzhong、zhuanjushoumaidexiaoshoumoshi。daohoulai，suizhelingshishichangdeshangpinzhongleibuduankuorong，laiyifendenglingshiqiyekaishijingyingfugaijihuquanpinleilingshidexianxiamendian，youcixingchenglezuizaoqidelingshiliangfanxingshi。

lingshijihediandezhenzhengchuangxin，qishishiyichuizhipinleijingyingdemoshixiyinlecongyixianchengshidaoxiangzhenxianchengdejingzhunyonghu，bingqiezaixianxiachuangzaoleshishizaizaidequanxinxiaoshouchangjing。eryongyoulejingzhunxiaofeizhehewendingdelingshoukeliu，julichengjiaojiuzhishengxia“maishenme”dewenti。

conglingshiliangfandaolingshoudashichang，lingshijihedian“chaoshihua”dexingushiganggangkaijiang，erzai“buaiguangchaoshi”denianqingrenshouli，huoxujiuzangzheyizhangjinjixingyexiabanchangdepasska。