wen | meirirenwu paofu

编辑 | Yang

魔芋，下一个“零食之王”？

zheijinian，kalulifangfoshixuanzaisuoyourentoushangdeyibayinxingliren。mifanyaohuanchenglimaihuozhehuayecai，naichayaoheqingruchahaideshi0tang，lianchilingshizheizhonghennanhejiankangerzidashangbiandexingwei，yeyaojijindikadizhidesaidaolijuanyijuan。

hulianwangshang，jihusuoyoutuijiandikashiwudetiezili，yigebiranchuxiandeshenyingshi——moyu。zheishiyizhongyoudaliangdeshuihexianweizuchengdeshiwu，jihubuhanzhifanghedanbaizhi，yincibenshenderelianghendi。akuanbamoyuzuochengleliangpiheliangmian，wangyiyanxuanchulemoyuculiangfan，haiyoumixuebingcheng、hushangayi，rangmoyuchengwei“bobocui”deyuanliao，weinaichapingtianchuyisijiankangdeweidao。

buguo，yebushisuoyoumoyucanyudeshiwudounengfuhuozhongrendexin。jinnian7yue，yuanjiyunjiaodeliangkuandaimoyudejiaozimianshi，fenbieshimoyuyanmaijixiongrouxianjiaohemoyuyanmaixilanhuaxianjiao，meiyigeyuancailiaoshangdouminghuanghuangdixiezhelianggedazi“yaoshou”。xindongdenianqingrenmenyongganyishi，jieguofaxian“piyouhouyouying”、“kaonanchijianfei”。

zaimoyutongzhidelingyuli，moyushuangshiqizhongdangzhiwukuide“liuliangwangzhe”。yibaobudao1yuanqian， jinengzuolingshi，younengdangxiafancai，jihusuoyouxinlixiangzhejianfei，zuilixuanzhelingshideren，douhennanjujuezheiyangdeyouhuo。cengjingkaolatiaodaxialingshiquanbanbijiangshandeweilong，zuixianchangdaomoyushuangdetiantou。

zi2014niantuichumoyushuangyilai，zheigebeijiyuhouwangde“xiaoerzi”deyingshoujiuyiluzougao，zhongyuzaijinnian，fanchaozijidelatiao“dage”，chengweiweilongjiazulideyingshoudingliangzhu——weilong2024nianzhongqicaiwubaogaoxianshi，moyuchanpinyingshouzhanzongshouru49.7%，chaoguorijianshiweidelatiao。

moyushuangnenggounaxiarucigaoyingshoudeyigezhongyaodeyuanyinshizugougaodemaolilv。genjuweilongdecaibao，jinnianshangbannian，shucaizhipin（moyuzhipin）demaolilvdadaole52%，gaoyudiaoweimianzhipin（latiaoweizhu）de47%。

kaomoyuhenzhuanyibidebuzhiweilong。suiranrujushaowan，danyanjinpuzi、jingzi、baicaowei、liangpinpuzidengpinpaidoufenfenjiarumoyusaidao。yanjinpuzixiantianliangshouzhua——xiandemoyusumaodu，zuochenglemajiangwei、malahuoguowei；tiandedingshangjuruoguodong，zai“0tang0ka0zhi0sesu”dejiankangbiaoqianxia，cong2022niandao2023nian，juruoguodongdeyingshoutongbizengjiale125.67%。

heweilongdelatiaoyiyang，gejialingshipinpaidouyouzijicengjingde“dangjiahuadan”。baicaoweiheliangpinpuzi，cengjingkaohunhejianguodatianxia，2017niandao2019nianqijian，tianmaoshujuxianshi，“meirijianguo”pinleidexiaofeirenqunzaijianguopinleizhongdeshentoulv，cong17%shangshengzhi47%。yitianyidaijianguo，shidangshideliuxingfengxiang。danhenkuai，angguidejiagehedapeibujundejianguopinzhong，rang“meirijianguo”zouxiashentan。zuowei“meirijianguo”kaichuangzhedewolongshipin，zaiqunianzhongzhilezijideipozhilu，baicaoweiheliangpinpuzizekaishizhuanhuansaidao，xunzhaoxiayigezengzhangdian。

jietijianguodeshiluweilingshi。2020nian，wangxiaoludehupifengzhuadengdingtianmaojiroulingshileimuxiaoliangguanjun，youyicidaihuoleluweilingshi。buguo，zaijinnian，xianxiade“luweisanjutou”：huangshanghuang、jueweiyabo、zhouheiyadouxianrulebidianweiji，zhuyingxianshangdewangxiaoluyerangbushaorenjuede“shizaitaiguile”。

jiuzheiyang，moyudengdaolezijidefengkou。jishinianqian，moyuhaizhishiyunguichuanyuyidaichufanglideyigechangjianshicai，wulunshiyonglaichaorou、dunpijiuya、shuanhuoguo，doubuguoshiyilibuqiyandanruweidexiaopeicai。xingtaiheyanseyehenrongyirangxiakuaizideshikemenzhoujinmeitou——tutudehuizongse，jiuxiangyikuaigangcongnituliwachulaide“jiaoshuikuai”。

danjiushizheibuqiyande“jiaoshuikuai”，chuleweigejialingshipinpaigongxianleshangyideyingshou，tagengyuanshidexingtai——moyufen，yeqiaoqiaodigongyangchuyijia“yinxingjutou”，yizhimoyu。

zaozai2016nian，yizhimoyujiukaomaimoyudechujichanpin，moyujiao、moyujingfendeng，dadaole1.6yiyuandeyingshou。houlai，suizheweilong、yanjinpuzidengpinpaidaihuolemoyushuang，zuoweiyuanliaochangshangdeyizhimoyuyingshouyechixuzougao，quniangengshijiejin5yiyuan。danshixiangbijiayuhuxiaodeweilong，yizhimoyuxiandedidiaoxuduo。

buguo，didiaosihubingfeiyizhimoyudebenyi。zaiweilongtuichumoyushuanghou，yizhimoyuyechuangjianlezijidelingshipinpai“molege”，wulunshimoyushuang、moyusumaoduzheiyangderemenpinlei，haishimoyuhuojimian、moyureganmianzheiyanghuashaodechuangxin，yigedoumeiluoxia，yeyigedoumeixianqishenmeshuihua。zaibaidusousuo“molege”shi，guanliandetiwenshi——“molegeshizapaizima？”zhidao2022nian，moyushipinzhanyizhimoyudezongyingshoubiliyiranzhiyou13.67%。zhuanzhefashengzaixiayinian，2023nian，yizhimoyuzhaodaolegengshihezijidesaidao。

paoqilebuzhengqidelaweilingshihefangbiansushi，yizhimoyudingshanglexinchayin——jihushangayi、mixuebingchengdenaichaxiaoliaomoyujingqiugonghuo。biqiyibuliushenjiuhejinyiwan“zhou”dechuantongxiaoliao，moyujingqiureliangjianban，kouganqingshuang。zhuiqiuqingyingdikawufudandenianqingren，ciliuciliudijiyizhimoyudeshipinshouruhechule71.96%dezengzhang，yingshouzhangongsishourubizhongyeshengzhi21.92%。

zaiyizhimoyushenshang，haiyouyitiaodaduoshurenxiangxiangbudaodechanpinxian——moyuhuazhuangyongpin。guomanlayoudemoyushuang，hezhanmanximiannaidexilianpu，zhuigensuyuan，gongxiangdeshitongyigeyuancailiao。xiaoxiaomoyu，tongshichengbaolerenmendeneifuhewaifu，yenanguaiyizhongshangjiadouzhuandepenmanboman。

热量诈骗

meiyigeaishangmoyushiwuderen，huoduohuoshaodoutingshuoguota“nengchishou”dejianghuchuanshuo。anzhaobohejiankangdereliangbiaozhu，mei100kemoyudereliangzhiyou9qianka，xiangdengyu1kedeyou。zheiyiweizhe，dangyigerenchixiayizhengpendechunmoyu，sherudereliangyejiugentianleyixiayouhuzuichabuduo。shenzhimoyuhaibeixichengwei“fukalulishiwu”，yinwei“bijingwojiaolaijiaoquyeyaoxiaohaodianreliangni”。

kandaolenianqingrenmenduijiankangdikashiwudezhuiqiu，shangjiamenzaixuanchuanshiyeshimaozulejinger，ba“0zhifang”“direliang”“0tanshui”zheiyangdeci，jiacufangdabiaozhuzaimeiyigemoyushipindejieshaoyemianshang。

chuleguanyureliangdemiaoshu，“jishi”he“baofu”yeshixuanchuandezhongzhongzhizhong。zuomoyumian、moyuliangpideshangjia，zai“jishi”shangjuandaolejizhi：daiziyisi，moyuyifang，diaoliaoyidao，peishangzidaidechazi，daineijiaobanyixia，yidunjiujiejuele。bukaihuo、bushuaguo、buxiwan，zai“weichishengmingtizhengcan”zheigesaidao，keyihe“bairenfan”yijiaogaoxia。

ertandao“baofu”，xuanchuanlizuichangjiandehuashushi“moyuxishuixingqiang，keyi80-100beipengzhang，tishengchijiubaofugan”，fangfozhongwuchiyikoujiunengbaodaolingchensandian。kedaolepinglunqu，zhenshixiaofeizhedehuidajihudoushi“chibubao”、“zhinengdanglingshi”。zheishi，renmencaifaxian，zai“100beipengzhang”detuchudazixiamian，haiyouyixingtouganjiqiangdexiaozi“jindaibiaoyuanliaomoyugongxiao，budaibiaobenchanpin”。

dangran，duichihuomenlaishuo，kouweiyiranshipaizaidiyishunwei。zuoweiyuanliaodemoyubenshen，kouganhennanchengdeshang“haochi”。tahanyoutianrandeshengwujian，zhijierukouhuichangdaojianshuidekuwei。bamoyuzuochenglingshi，diyijianshishiyaochuqujianwei，jiezhejiushiyongdaliangdediaoliao，fengfukougan。biru，weilongdemoyushuang，guangshilawei，jiuchule“xiangla”“mala”“suanla”sanzhonglafa。buguo，yikuanlingshi，zhendenengzuodaoyibianrangrenchideguoyin，yibianyoujiankangjianzhima？

moyubenshendequeshidika、fuhanshanshixianweideshiwu，zaiweilongmoyushuangdeshangpinxiangqingye，chuanzheyundongzhuangdemote，suogumingxian、fujiyinyuekejian，pangbiandewenzizhuming：“mei100kemoyushuang，manzurentimeitian24%shanshixianweisuoxu。”

danshi，meichixiayidaimoyushuang，chulemoyubenshen，yitongrukoudehaiyoumoyuximandediaoliaoheyouzhi。zai100kemoyushuangmanzushanshixianweidetongshi，diaoliaozhongdezhifanghanliangyeyutongdengzhongliangdehanshizhajixiangjin，gengbuyaotiweileazhimoyusuoshiyongdedaliangdeyan。genju《zhongguojuminshanshizhinan（2022ban）》，tuijianchengnianrenmeitiandeshiyansheruliangbuchaoguo5ke，huansuanchengnasheruliangbuchaoguo2000haoke。er6xiaodaimoyushuangzhong，nahanliangjiudadaole1264haoke，chaoguolerentisuoxudeyibanhaiduo。gengzhaxindeshi，ruguoyibianzhuiju，yibianbamoyushuangdanglingshichi，dagailvchidekeyuanyuanbuzhi6xiaodai。

ruguonizugouyouyizhili，jianjuejujuelingshi，zhishibamoyumianhuozheliangpidangchengdaican，yehennantaoguo“diaoliaocike”。

yiakuandemoyuliangpiweili，jinguan220kemiantidereliangzhiyou55qianka，danqizhongxiaoxiaoyibao45kedediaoliao，reliangqueshimiantide2bei，zhengzheng110qianka，zhengdaizongji165qianka。baozhuangshangjiacudaxiede“25qianka”，shimei100kemoyumiandereliang，jinjinzhanzheiyizhengdaishijireliangde15%。

zhixiemiantireliang，buxiediaoliaoreliang，zheiyangdewenziyouxi，shichangfashengzaimaimoyufangbiansushideshangjiazhong。zhiyouxinxinniannianjianfeidenianqingren，zaishenyexinanlidedisuoxiayizhengbaoxianxiangmalademoyuliangpihou，buxiaoxinpiejianbaozhuangbeihoudexiangxipeiliaoshi，cainenghuangrandawuzheichang“reliangzhapian”。

零食巨头，抢入健康赛道

suiranlingshibaozhuangshangdexuanchuan，zongshitaolumanman，dannianqingrenxiangchiyouxiangshoudexinkendingshirujiabaohuande。diyicaijingshangyeshujuzhongxinfabude《2022nianxianshangxiuxianlingshibaipishu》zhongxianshi，beidiaochazhezaimailingshishi，chule“kougankouwei”zhiwai，zuiguanzhudejiushi“anquanjiankang”。zhuda“jiankang”gainiandelingshixiaoshouezengsuda23%。

zaizheigufengchaoxia，henduohemoyuyiyang，cengjingbeidashang“nanchi”biaoqiandeyuancailiao，yiyezhijian“xianyufanshen”。

qizhong，cengjingyi“youganyouchai”wenmingdejixiongrou，chengweizuidayingjia，bei“baogai”chenglegezhonggeyangdexiaolingshi。jianshenruanjiankeep，zaichuangrushipinsaidaohou，zuichenggongdeyikuanlingshijiushijishijixiongrou，rujintaobaoshangyouchaoguo60wandexiaoliang。chuantonglingshipinpailiangpinpuzi、sanzhisongshu、baicaoweiyedoutuichuleleisidanpin。buguo，kouweiwentizhinengjianrenjianzhi，bushaokenzhejixiongroudenianqingrenmenzhinengziwoanwei“jiankangde，nenghaochidaonaliqu？”

zaizheigesuoyourendoudingzhekanpeiliaobiaodeshidai，guoquneixiewanghonglingshide“bujiankang”zaiyezangbuzhule。kalebizuoweiduokouweimaipiande“zushiye”，yizhibazijidingweiwei“yingyangzaocan”。zhidaoyanjiandexiaofeizhefaxian，kansijiankangdekalebi，reliangjingranheweilonglatiaochabuduo，baishatanghaipaizaipeiliaobiaodisanwei（peiliaobiaoyihanliangconggaodaodipaixu），mei100kedeshuiguomaipianjiuyou18kedetang。

beifaxianshi“tangfencike”zhihou，kalebituichulejiantang30%deshuiguomaipian。suiranhanliangyiranbudi，danjiantangbandanlansedebaozhuangshang，“jianshaotang”sangehongliangliangdedazi，rangkongtangdenianqingrenmenduoleyisixinlianwei。

jiuxiangnaichajuanqi“shaotian”“shaoshaotian”“shaoshaoshaotian”dewenzitonghuopengzhang，nianqingrenmenduidizhikongtangdezhuiqiu，ranggengduodelingshijutoumen，kandaoledierzengzhangquxiandexiwang。

wulunshishupian、shaqima，shenzhishitianduzhuchengdeqiaokeli，cengjingdoushinianqingrenmenxiuxianfangsongshide“xintouhao”，danrujin，shupiandeshifeiyouzhade，qiaokelibiancheng0tangde，lianbinggandouyaodigi（zhichixiaquhouxiaohuaxishouman、xuetangbodongxiaodeshiwu），cengjingde“tongnianhuiyi”wangwangxuebing，yechulekansigengjiankangdeheimiban。

buguo，hemoyushipinmianlindewentiyiyang，jiusuanhuanleyuancailiao，fangdalejiantangdeziyang，shibushizhende“haochibupang”，yiranyaodagewenhao。

zaiyuanqiexiangyupianzhihou，leshihaituichuguoboqiehongshupian，peiliaobiaokanzhegengganjing，danshijirelianghechuantongshupianqishichabuduo。2022nian，leshide“ziranziweixilieshupian”shangshi，baozhuangshangyinzhexianyandeziyang：baohezhifang-50%，danmeibaodeshijireliang，yiranbaochibubian。

dangdainianqingrenmen，zhengzainulibachilingshihejianfei，zheiliangjiantianranmaodundeshiqing，tongyiqilai。congzhuiqiuchuantonglingshide“jiankangban”，daozhijietihuanlingshiyuancailiao，zaibuduandi“jiyaoyouyao”li，nanmiandongzuobianxing。

yongmoyushuangdaitilatiao，rukoudeyouniganxiaoshile，yikouqishijidairufu；mailejianzhibandeshupian，kuangchidezuieganyegenzhejianshao，buzhibujuexuanlesanbao；digidelimaibingganyuejiaoyuexiang，zhuizhejuyouchidaobao。huiguoshenlai，caixiangqi：“yi，wobushiyaojianfeima？”

zaiditoukanzheyijingkongkongdelingshidai，suanle，jianfeideshiqingmingtianzaishuo。douchilingshile，haixiangshenmejianfei？

参考资料：

[1] 《魔芋丝火了，一致魔芋没有》，斑马消费

[2] 《一致魔芋：魔芋晶球在奶茶中的应用呈高速增长趋势》，上海证券报·中国证券网

[3] 《00后捧红「人类猫条」，半年爆卖14亿，成「高铁零食之王」》，天下网商