wen | kuaidaocaijing zhumo

fendelandelvdehuangde，wuyanliuseduozhongduoyang......zainianqingrenzhijian，xianqileyiguxinde“jiyou”fengchao。

qingzhuyi，jidekebushizhenyoupiao，ershigedapinpaibutonggongxiaode“cipao”jinghua。jiuzaiganggangguoqude“shuangshiyi”，“cipao”chenglemeizhuanglingyuzuidadeyingjia，runbaiyan、weinuona、tingyan、zhanmeiya、fuerjia、kelijindengguohuopinpai，quandoubacipaojinghuadangchengle“shishangdanpin”，jishijibaizhidimai。

yinweicipaotaihuobao，zaitianmaoshuangshiyi“xiuhujinghuaremaibang”duodeguanjundekefumei，shenzhicaiquleyizhonggengyinghedeshoumaifangshi——bushilun“he”，bushilun“xiang”，ershilun“tong”maicipao，shoujia699yuan、100zhi/tongdezhongzujiaoyuandanbaicipaojinghua，zaiyushoudangtian，3fenzhongneiyudingliangchao50wanjian。

cipaoduikefumeideladongzuoyongyouduoda，congjuzishengwudecaibaojiunengkanchulai。jinnianshangbannian，juzishengwuxiaoshouetongbizengzhangle58.2%dao25.4yiyuan，zengsuzaibentumeizhuangtop 10qiyezhongjinciyuhanshusuoshudeshangmeigufen，38.62%dejinglilvgengshiwenjubentumeizhuangtouming。

haijideqianjiniandeshuang11，pinpaimendezhutuichanpinhaishipingzhuangjinghua，xiaoheipingxiaobaipingxiaojinpingdadehuore，rujin，cipaojinghuayiquerdaizhi，chengweinengfoudazaochuzhuanyehufupinde“biaozhunxian”。

zaixiaohongshushang，“cipaojinghua”citiaoyongyouchao19wanpianbiji，qizaidouyinshangdebofangliangchaoguo20yici；lingjumojingdongchashujuxianshi，guoquyinian（2023nian10yue-2024nian9yue），quanwang（baokuotaotian、jingdong、douyin）cipaojinghuaxiaoshouedadao84.3yiyuan，sandapingtaishangpinjunjiazai150-230yuan/he，jiagechixuzougao。

cipaoyecongzuikaishideyuboniaosuanqiangguanlian，fazhandaoxiuhu、kangzhou、kangyanghua、kangshuailao，wanwujiekecipao。neimewentilaile，cengjingdui“xiaoyang”huimorushendexiaofeizhemen，weihezhuantoujiuaishangminiyizhide“cipao”？

01 百家争鸣扎堆入局，次抛如何火起来的？

“cipao”chanpin，gumingsiyi，jiushi“yiciyipao”dejinghuaye。

cipaozuichuyuanyuyiyaoxingye，pingjiezhewujunguanzhuangjishuheyicixingshiyongdesheji，beiguangfanyingyongyuyanyaoshuidenglingyu。cipaozhenzhengbeiyinyongdaoguoneimeizhuangxingye，shizai2014nian，huaxishengwuqixiade“runbaiyan”beianleshoukuancipaochanpin，bingzai2018niantuichuboniaosuancipaojinghua，jiangcipaogainiandaidaolegongzhongshiyezhong。

haosiyigefenshuiling，gongkaishujuxianshi，2018nianyiqian，guoneicipaochanpindenianbeianshuliangjunmeishangguo100ge，dan2018nianhou，cipaobeianshuliangchengbeizengzhang。muqian，guojiayaojianjuhuazhuangpinappzhongguanyu“cipao”debeianshuliang，yijingyoujin6000tiao。

shishishang，zaicipaozhiqian，xiaofeizhexinzhongdeshanggechongershi“anping”。2016niankaishi，anpingleihuazhuangpinshoudaoguoneixiaofeizheguanzhu，raner，suiranxiaofeizheduianpinghuazhuangpinderenzhigengchengshu，danyouyudabufenanpingleichanpindoushibolipingbaozhuang，bujinduichucun、yunshudengtiaojianyaoqiujigao，qiebolipingyihuashangshouzhi、bolisuixieyidiaorudeng，ranganpingdekoubeimeikuangyuxia。

zaicibeijingxia，cipaoleihuazhuangpindeyikaozhesuliaobaocaiqingbian、anquandeyoushi，xunsuhoulaijushang。2021nian，wanmeituichu“xiaojinzhen”cipaojinghua，yingyonglewanmeihexinyuanliaozhongzushuangjiaoyuandanbai；tongnian，juzishengwuqixiazhuanzhuxiuhujifuwentidehulipinpai“kefumei”tuichudabaokuan“kefumeijiaoyuanbang”cipao，yi“zhongzujiaoyuandanbai”weimaidian；cinian，juzishengwuqixialingyipinpai“kelijin”tuichudanrunpengpengcipaojinghua，tongyangrenqipogao。

ciwai，polaiya、oushiman、fuerjia、weinuona、xiangyibencaodengpinpaiyedoufenfenruju，tuichucipaochanpin。fazhandaohoulai，lianchunrilaixin、dafuyan、aierboshi、guyu、lingboshi、pibao、yiqiyihuidengxinruipinpaiyedoumangzhebujuzhanwei，cipaochenglepinpai“bizhengzhidi”。

duiyuxiaofeizhelaishuo，cipaozhisuoyinengchengwei“xintouhao”，zaiyutachuchudoucaizailexuqiushang。yilai，deyiyubfsshengchangongyishangdewujungaobiaozhun，cipaojinghuacongguanzhuangdaofengzhuang，zhenggegongxutongchangzai12～14miaozhinei，quebaozaiwujuntiaojianxiayiqihecheng，nengzuodaodishenzhiwufangfujidetongshi，haikeyichongfensuoxian，zuidachengdudibaozhengchengfendehuoxing，youduipifuwenhewuciji，zheiduiminjirenqunlaishuo，shizaitaiguo“youhao”。

erlai，xiangduiyuchuantongjinghualaishuo，cipaochuleshiyongqilaigengganjingweishengyiwai，hainenggengjingzhundikongzhiyongliang，buhuibuxiaoxindaotaiduohuojitaishao，jirenyizhongzhuanyehufudezitai。

bingqie，cipaodequyongjiweifangbian，jihumeiyoushiyongchangjingxianzhi，suliaoruanguanbupashuaibupake，youqingbianyoubuzhankongjian，chucha/lvyoubuyongdaiyiduipingpingguanguan，shengxinshengshi。

zuizhongyaodeshi，mai“cipao”deshicuochengbenhedaijiagengdi，shiyongguohourujibianjuedebushihe，yenenggouhenxunsudizaiershoupingtaichudiao，bijingdoushidanzhizhuang，shengxiadeyijiunengdashangquanxinbiaoqian。

congxiaofeizhedejiaodulaishuo，“cipao”dechuxian，queshijihufudailaileshizhixingdegaibian，dancongpinpaidejiaodulaishuo，kebujinjinshiweixiaofeizhejiejuetongdianneimejiandan，pinpaizhisuoyirucirezhongchucipao，gengduodeyuanyindangranshi“youliketu”。

02 层出不穷的次抛产品，背后全是“算盘经”

gedapinpaizhaduizuocipaodebeihou，zaoyiba“lirun”suandemingmingbaibai。

shouxian，jiuchengbenjiaodueryan，zhuangcipaodesuliaoqiaozichengbenkendingdiyuzhuangjinghuaboliping，cipaode“chuiguanfeng”yitichengxinggongyi，youdadajianshaolechanpindegongyinglianhuanjing，shengchanzhouqixiangyingsuoduanhou，zhouzhuanlvjiuqilaile，nenggoumanzudianshangkuaisubaodandexuqiu。

qici，youlecipaozheizhongjuejiadezaiti，guoquneixiebunengjianguang、bunengpengyang、rongyishihuodejiaoguihufuchengfenzhongyuyouleyongwuzhidi，zaigongxiaohufushengxingdedangxia，zheiyiweizhekeyibuduantuokuan、xifencipaochanpindebianjie，yougezhonggeyangdekeneng，zheizhengshipinpaixiwenlejiande。

cipaojinghuazuizaojinyuboniaosuan、baoshipinleichanpingaoduguanlian，danmuqianyixiangxiuhu、kangzhou、kangyanghuadengzhuduogongxiaoyanzhan，yuelaiyueduoyuan。birukuadilancipaotongguozhuanlilantongshengtaizhudajinzhikangzhou，xuanyoucipaozeyiyouyangfugenyuanxiuhu；oushimananxinxiaobaiguanzeyizhenbaiyindengchengfendazaominjidemeibaigongshi；nacoqudoucipaojinghuazhudayijinkoucengkongjunqudou。

zaizhe，biekancipaoxiaoxiaoyizhi，tishengkedanjiade“chaonengli”keburongxiaoqu。zhiyaoliuyixiajiunengfaxian，cipaojihudoushiyi“dunhuozhuang”dezuhefangshijinxingshoumai，yiheyihe，yipaiyipaidiqimai。

jishijibaizhiqimaidecipaokansilianghenduohenhuasuan，qishidanmljiageyidiandoububipingzhuangjinghuabianyi。yizheicishuangshilijiaqizhibojiandechanpinjiageweijizhun，runbaiyan1.3ml*130zhimai568yuan，danmljiagewei3.36yuan；tongpin1.6ml*100zhimai599yuan，danmljiagewei3.74yuan；kefumei1.5ml*100zhimai699yuan，danmljiagewei4.66yuan。

bufangduibixiapingzhuangdeguohuojinghuachanpin，olayxiaobaiping200mlmai499yuan，danmljiagewei2.5yuan；polaiyayuanli110mlmai319yuan，danmljiagewei2.9yuan；weinuonatehujinghua82.5mlmai259yuan，danmljiagewei3.14；polaiyashuangkang100mlmai319yuan，danmljiagewei3.19yuan。jieguoyimuleran，danyinweidaoshoudeshumushizai“keguan”，xiaofeizhemenhenrongyibeizheizhong“zhangyanfa”mihuo。

shangjiamenyeqingchuzheidian，weilezengjiajiazhigan，“xinji”depinpaimenzaimaicipaodetongshi，haihuidashangyidaduidezengpin，manmandangdangdezengpin，guangpailiezaishangpinzhutudounengzhanju“banbijiangshan”。

danlengjingxialaijiunengfaxian“maoni”，genbenbushipinpai“zhendafang”。zheixiezengpinjinhujilei，doushipingshishaoyourenwenjindeximiannai、jichushuirutao，huozheputongbushuimianmobale，shizaishimeishenmekejihanliangzailitou，kenengcunzaideshimingjiushiweile“coudan”，xianzaizhenghaochengweicipaochanpinde“peijia”，shundaihainengqingkongbokucun。

yangmaochuzaiyangshenshang，chengdanle“suoyou”de，haishixiaofeizhebenren。buduanmaibuduanreng，jiezhemaijiezhereng，yankanpinpaidexiaoshouelvchuangxingao，zijideqianbaoyuelaiyuebie，yongkongjibaishangqianzhicipaodexiaofeizhe，zhongyuhouzhihoujuedipinchule“buduijing”。

03 噱头大于实际用途，次抛是智商税吗？

“renhongshifeiduo”，guanyucipaodezhengyishengjianjianduoleqilai。

duiyucipaodezhiyi，shoudangqichongdeshi“guodubaozhuang”。suizhecipaokuangxihufuquan，gezhong“cipaojinghua”cengchubuqiong，congboniaosuandaoyuanxingvc/shihuangchun，shenzhixianzailianmianyoudouzuochenglecipaobaozhuang，zheizhong“wanwujiecipao”defengqixia，youzhongweicipaoercipaode“yingaogan”。

bijingbushisuoyoudegongxiaochengfendoucuiruo，erneixietebiejiaoqidechengfen，waibaozhuangjiusuanbaohudeleyishi，yewufabaohuyishi（shanglianzhihoutongyangmianlin“yishihuo”），zuizhongxiaoguorengrongyidazhekou。biru“jiaoqijing”shengtai，tade“buwending”zaiyushanglianhouhuibeipifuzhongdemeifenjie，wufajinrushencengbadian，suoyipinpaizhenzhengxuyaozuode，shibaozhengshengtaizaitudaopifuhoukeyiwendingjinrushencengyushoutijiehe，erfeijiandande“cipao”baozhuang。

bingqie，duiguang、re、yangdengwaijiecijidouhenwendingdexinxinggongxiaochengfenyeyouhenduo，ruyanxianan、fanchunb5、vc-ip、erliejiaomufajiaowurongbaochanwu、youganlanyetiquwu、renersuandengdeng。dabufenchengfenbingbuxuyaozuochengcipaoxingtai，guoduzuochengcipaobaozhuang，qichengbenfanerchaoguoleliaotibenshen，zheibufendeewaichengben，zuizhonghaishihuibeizhuanyidaolexiaofeizheshenshang，pinpaifangmenzhonghuiyou“banqishitouzalejiao”deyitian。

congshiyongjiaodulaishuo，cipaoyemeiyouxiangxiangzhongneime“wanmei”。youxiezhanchoudejinghuayebianshencipaohou，huichuxiandaobuchulaihuozheguabideqingkuang，dailaidesunhaofeichangda。cipaodejiliangyebingmeiyouneimejingzhun，xiaofeizhetongchangwufayiciquanbuyongwan，danbushaocipaodegaizixuankaizhihoujiubunengjinmiheshang，fengxichuyebupaichuyouzishengxijun、yanghua、tuchendiaoluojinqudefengxian，weishengchengduyejiunanyibaozheng。

erduiyujiankangpifu、zhengchangpifulaishuo，bingbuxuyaocipaozheizhongyiyongjide【wujun】gongyi。pifubushishaizi，tazuidadezuoyongjiushifangyu，erfeixishou，yibanlaishuo，zhiyaofuhexiangguanfaguiduichanpinjunqundebiaozhun，qiefangfujizhonglei/nongduzaiheguifanweinei，doubuhuiduizhengchangpifuzaochengfumianyingxiang，dakebubiweile“cipao”zheizhongbaozhuangxingshi，huashangduojibeideqian。

dangyigesaidaochengxianzhaduirujudeqingkuangshi，tongzhihuashibukebimiandexianxiang，bijingyouxiaochengfen、gongxiaofanlaifuquyejiuneizhong，youkeyanshilidejutoujiuneimejige，jishuganbushangchuxindepinpaimen，zhuaner“juan”qilewaixing——dengzhaoxing、ruanguanxing、jiaonangxing、kapianxing、shuangcangxing，jianjianbianchengle“xuetoudayushijiyongtu”。

qiexiangjiaoyupingzhuangjinghualaishuo，yongsuliaoruanguanbaozhuangdecipao，jiyongjipaodeyicixingshuxing，yeyulvsehuanbaodeguojiqushibeidaoerchi，suiranyoubushaopinpaiqidonglehuishoujihua，danyiranshizhibiaobuzhiben。

bukefouren，cipaodechuxian，queshijixiaofeizhedailailebianjiedeshiyongganhegenghaodehufutiyan。danshi，tongyangdejinghuaye，tongyangdejiliang，fangqixiangduibianyi、huanbaodeboliping，huanshangjishishangbaizhidecipao，daodizhibuzhi？

这就智者见智了。

参考资料：

1.沥金《50万桶次抛秒售罄，双11最先卖光的为啥是次抛？》

2.C2CC新传媒《百亿次抛赛道！这些品牌正在疯狂掘金》

3.i美妆头条《年销近百亿，次抛赛道国货赢了》