文｜时代周报

shishangzuizhang“heiwu”jiejinweisheng，danjinnianxuduokuajingmaijiashuo，shengyimeiyoudadaoyuqi。

chengxueyuanbenshiyimingchuantongdefuzhuanggongchanglaoban。

2022nianqi，dangkuajingdianshang“sixiaolong”shein、temu、sumaitonghetiktok shopzaiguojishichangjiaonongfengyun，luxujichu0chengben、0menjiande“quantuoguan”zhaoshangcelveshi，dapizhongguo“gongchangxing”fushimaijiafengyongerzhi，zoushanglejiedaopingtaichuhaidedaolu。

dijiashixinxingdianshangpingtaideshashoujian。zaipingtaiyemanchengzhangqi，duoshurujuzhedouxiangshouzheliulianghongliqidehuanyu。“zhiyaogenzhepingtaizhishipuhuo，dounengdazhuanyibi。”jingzhunrujudechengxuechidaoledabahongli，shengyinianyingyeeyiduchaoguoleqianwanyuan。

raner，dimenjianruzhumoshidetianhuabanyezaibujiukaishixianxian。daliangdeqingxiaojianshangpinladihuopanjiazhi、gaojiazhishangpinjingzhengyoushibumingxiandengwentizhujianxianlu。

“heiwu”qianxi，laopaidianshangjutouyamaxuntujishangxiandijiashangcheng“haul”，yiweizhekuajingdianshangpingtaijingzhengyufabairehua，yichangquanpingtai“dijiazhan”yehaowuyiwaididaxiang。pingtaimenyibiankao“juan”jiageqiangzhangengduoshichangfene，yibianxiangruzhushangjiatichugengduoxianzhiyugaobiaozhunyaoqiu。

chengxuehexuduokuajingfuzhuangrendouganshoudaoleqiansuoweiyoudeyali。tamendangzhongyouxuduomaijiaquefakuajingdianshangjingyan，weilekuaisurujuerzhudongfangqileshangpindingjiaquan，bianjiaoxuefeibianzuoshengyi。zheige“heiwu”，duiyuzheixieshangjialaishuo，bujiangjiajiumeiyouliuliang，danjiagexiaqule，lirunyejiumeile。

zaizheigeguanjian“shizilukou”，dapixiaoshangjiazaoyibeituidaoleyouxidetaotaixian，danshejiaopingtaishang，rengbuduanyoufuzhuangrenqipannengrujufendaochuhaizheikuaidadangao。chengxueduiciqueyouxiewunai，“xianzaidekuajingdianshang，buhaozuole。”

chengxuebingbushigeli。jinnianyilai，duomingfuzhuangmaijiaduishidaicaijingbiaoshi，kuajingshengyiyuelaiyuenanzuole。tamenyoudeshikuajingfuzhuanglaowanjia，chuangye8nianbukanzhongfu，juedingqingpanlichang；youdezaijiaolebushao“xuefei”hou，rengranxuanzequanpingtaiall in；haiyoudekaishijianshaotouziguimo，jinshenguanwang。

卷进价格战

meiyigekuajingdianshangpingtaiderujuheguizebianhua，douqiandongzhezhongxiaomaijiadeshenjing。tamenshikebaochiduishichangfengxiangdegaodumingan，xiwangtongguojijidiaozhengyuchangshi，bimianzijibenjiubudadechuanzhizaijinhaigeqian。

“90hou”dekuajingdianshangcongyezhenianyunjiushidianxingdezhulangzhe。

2015nian，gangdaxuebiyedetahepengyouyiqizaisumaitongaliexpresspingtaishangmaiqilelianyiqunhechenshan。“moshihenjiandan，xianyongbierendetushangjiachanpin，yourenxiadanlewomenjiuqushisanxing、shahepifashichangnahuo，tongguodisanfangkuajingwuliudailifachuqu。”nianyunshuo。

jiezhuguangzhoudetianduhoudefuzhuangzhizaochanyelian，yijituanduichengyuanwangluoxitongguanlidezhuanyebeijing，nianyundeshengyihenkuaishangledao。“100dan/tian，dangshiduiyunvzhuangzheizhonggaokedanjiadeshangpinlaishuo，yijinghenhaole！”huiyiqidiyigedingdangaofeng，tahenjidong。yeshizaizheishi，nianyunyoulezaikuajingdianshangxingyeshengengdexiangfa。

kuajingdianshangshichangbianhuahenkuai，chuangyejinliangnian，nianyunjiudiaozhengleyewumoshi。

zheicidiaozhengshiweilejiejuegongxushihengdewenti。yuanben，nianyunzhaodisanfangnahuo，danzheiyimoshirangtashichanghuizaoyu“baodanjiquehuo”dejiongjing。“youxiexiaoshouhaodekuanshijingchangmeiyouhuohequema，pingtaiduishixiaoxingyaoqiuyuelaiyuegao，yikaonahuodemoshizhujianshiqulejingzhengli。”

nianyunxiangyaojiangzhudongquanwozaizijishouzhong。2017nian，tajuedingtouzi100wanyuanzujianzijidezhiyigongchang。tongguozijiangongchang，tabujinyoulezizhushejidekuanshi，haiyoulezijidepinpaiheshangbiao，gonghuobuzaibeidong。

nianyundekuajingdianshangshengyimoxinghaizaiyanjin，tabujinzaisumaitongchangshileduozhongruzhumoshi，haibadianpukaijindongnanyadianshangpingtaishopeeheyamaxun。

bansuizheguojishichangxianshangxiaofeibaofa，bufenxinxingkuajingdianshangpingtaihengkongchushijixingyedailailexinbianhua。

2022nian，pinduoduojituanqixiakuajingdianshangpingtaitemuxiangzhongduozhongguogongchangpaochulequantuoguanmoshideganlanzhi。ruzhushangjiazhixu“gonghuo”，zaituikuan、jiyang、shenhetongguohou，shangjiajiangchanpintigongjipingtai，houxudeyunying、kuajingwuliu、lvyuejishouhouquanguipingtaifangfuze。2023nianzhihou，chuletemu，shein、sumaitonghetiktok shopdengkuajingdianshangpingtai，juntuichuquantuoguanmoshi。

nianyunhuiyidao，bishizuokuajingdefuzhuangshangjiazhengkunyuwuliuhecangchuchengbenzhunianshangzhang，zheiduiyufuzhuangshangjialaishuoshiyigelihaoxiaoxi。

tashuo，“fuzhuangshifeibiaopin，tongchangyigekuanshiyaoyouhenduoyansehechima，erqiefuzhuangbenshencongtijihezhongliangshangdoubuzhanyoushi，wuliuhecangchuchengbenjihuzhanjuxiaoshoujiagede1/3。2015niandoushimeidanfaxiaobao，fawangmeiguodeyijianyifuyunfeiyue30kuai（qian），xianzaiyinggaiyaoyue60kuai（qian）。”

dangquantuoguanmoshichuxianhou，jishishengyimaolilvbizhiqiandi、zijiyehuishiqudingjiaquan，nianyunhaishijuedingruju。yinweitafaxian，haiwaixiaofeizhedejuecetianpingfashengleqingxie。

quantuoguanmoshiyoupingtaifangdingjia，cileipingtaiduishangpindehejia，tongchangbiqitapingtaiyaodideduo，zaijingzhengzhongbiaoxianchujidajiageyoushi。“ruguobuzuo，qitapingtaikenengjiumeiyou（dingdan）liangle。”nianyunshuo。

gangkaishi，chaoyuqidedingdanliangjinianyundailailekeguandeshouru。danbansuizheyuelaiyueduotongleishangjiadeyongru，zaipingtaibijiajizhixia，nianyundianpuneideshangpinxiangpingtaidegonghuojiabeiyadeyuelaiyuedi。

jiuzaijinnian，dangxinpingtaiguoleyemanfazhandechuqi，gengduoyaoqiujiezhongerzhi。gaotuihuolvhebuduanzengjiadepingtaikoufakuanxiang，zhujianchengweinianyunheyizhongpingtaizhongxiaomaijiadexinbing。

zhidaojinniannianzhong，nianyundeshengyilianyinglidouchenglewenti，tacaijingjue，rujuyiniandeshijian，tadequantuoguanyewudingdanzhanbiyijingchaoguozhengtishengyide50%。zhijietuichujiangzaoshoujudasunshi，quanhengzhixia，zhinengtongguojianshaoshangxinyizhubuzhisun。

danshixindewentilaile。zaipingtaiguidingdejizhixia，tingzhishangxindedianpu，zaipingtaideshangpinpuguanglianghuidafuxiahua，zheijiangzhijiedaozhixiaoshouedafuxiajiang。muqian，nianyunzaisumaitongdengpingtaideyewuyiwufatianbuzheiyiquekou，tabudebuzuochuguanchangdejueding。

nianyunzenmeyemeixiangdao，yicizhuifengkoudejueding，huirangziji8niandechuangyeliaocaoshouchang。

tashuo：“dijiajingzhengduizhenggekuajingdianshangxingyeshengtaizaochenglewufawanhuideshanghai，buduanbianhuadepingtaizhengce，rangshengyidetouzifengxianyuelaiyuegao。ruguomaiyijianyifuhaiyaokaoyunqi，neizheigeshengyibuzhide。”

边交学费边博弈

2023nian，kuajingdianshang“sixiaolong”zaihaiwaipaomaquandi，tuidongguoneikuajingdianshangxingyexunmengfazhan。zheiyinian，zhongguokuajingdianshangjinchukouetongbizengzhang15.6%zhi2.38wanyiyuan，qizhong，chukouezengzhang19.6%zhi1.83wanyiyuan。

dapimeiyoukuajingdianshangjingyandeshangjiafengyongerzhi，liutongjiushimangmangchuhaidajunzhongdeyiyuan。“womenshizaiguoneizuoxifenpinleinvzhuang，kandaotongxingmenzaikuajingpingtaishangzhuandaoqianlecaiqulejie。rujudeshihou，wanquanmeiyougainian，zhishitingpingtaizhaoshangshuobuxuyaotaiduoewaichengben，jiukeyihuodezengliang。”

duiyuyouguoneiyewudefushishangjialaishuo，haiwaishichangyuguoneishichangyoujijieheshenmeidechayi，guoneishichangdeguojishangpinkucun，yenengtongguokuajingdianshangshixianqinghuo。

2023nian7yuecairuzhukuajingpingtaideliutong，bushidiyipichipangxiederen。dantasuozaidexifensaidaojingzhengjiaoxiao，liutongyehenkuaidechangsuoyuan，“haiwaigaofengdeshihouyou500jian/tian，xiaoshouezai1wanduoyuan，dingdanzuiduodeshihouyueshourunengdao50wanyuan，jinglirunchao10wanyuan。”

dantayehenkuaifaxian，quantuoguanmoshibingmeiyouxiangxiangzhongmeihao，zheirangtajiaolebushaoxuefei。

shouxian，quantuoguankuajingdianshangdebeihuoliangbitaobao、pinduoduodengneixiaopingtaiyaoqiugaodeduo。liutongbiaoshi，takaidemeigediandagaidouyou100duogekuan。meigekuanpingtaiyoubeihuoshuliangdeyaoqiu，“zhishao50jian”。

pingtaizhijianchengweiyidaodaguan，yezengjialeyinxingchengben。

liutongshuo，“shangpindouyaojingguozhijianruku，danshipingtaihuiyisecha、chimadenggezhongliyoubahenduoshangpintuihui，wangwangzheixieshangpinbeituihuideliyou，womennanyirenke，youxieshenzhimeiyouliyou。nenggoushensudegoutongqudaoyefeichangdanyi，yigeshangjiajibenzhiduijieyigepingtaimaishou，danmeiyigemaishouxuyaotongshimianduihenduoshangjia。jingchangzhaobudaoren，yiliangtianbuhuixiaoxidouhenzhengchang。”

zaikuajingpingtaiquantuoguanzhengcexia，tongyijianshangpindemaolijinshiguoneishichangde1/5。yajiadewentiyeshiyoufasheng，juliutongjisuan，youyupingtaihejiashibufenkuanshijiagejidetaidi，yijingfugaibulechengben，suoyizhudongzhongzhiguoyixiekuisunkuanshidegonghuo。

zhangqitaizhangyechengweibaizailiutongmianqiandenanti。“kuajingdianshangzhangqizhishaoyigeyue，shenzhiyouxiehuoqianlianggeyuemaichuqule，zheigeyuecaidaozhang。yinweitashixiaowangbutongguojia，shouhuodizhiyuan、maijiaquerenwan，douhuidaozhishoukuanzhangqizengjia。”

danliutongyijingbixuduomaijiayaoxingyun。dangsuozaisaidaoxuqiubaofa、gongjibuzu，tayupingtaizhijiandehuayuquanfashengleweimiaobianhua。juliutonghuiyi，maishoucengzhudongtaishengguobufenshangpindegonghuojia，zheixieshangpindemaolilvcong10%huishengzhi40%。

jinguanmuqianliutonghenianyundeshengyidoumianlinzhekunnan，dantamendexuanzequebujinxiangtong。

liutongrengranxiangxin，kuajingdianshangjiushitayaodezengliangshichang，“wohaishiyaokanpingtaizhijiandeliulianghedanliang。”

zhishizheiyici，liutongmeiyouyiqianneimemangmu，ershigengquanmiandiyanjiubutongpingtaizhengce，duibiruzhutiaojianyuruzhumoshidequbie，xiwangnengzhaodaozuifuhezijishengyideshengcunzhidao，nengzaisumaitong、yamaxun、sheindengpingtaiquanmiankaihua。

“暴富神话”没那么容易了

pingtaijiandejiliejingzheng，dailailekuajingdianshangshengyimoshidehunzhan。congquantuoguanmoshidejiaojudaoliulianghonglidexiaotui，buguoduanduanyinianyouyu。dangjingzhengzhububairehua，pingtaimenkaishixianghuxuexi、shenrujingzhengduishoufudi。

jinnianyilai，temutuichuyamaxundengchuantonghaiwaikuajingpingtaisuoshanzhangde“bantuoguanmoshi”，bingzai11yueduimeiguomaijiadezhaomuyecongciqianxuyaoyaoqingmazhuanbianweiwutiaojiankaifang；yamaxunxuanbujiangzaizhuzhankaipidijiashangdianrukou，tuichuleisitemu、sheindengpingtaide“quantuoguanmoshi”，bingshangxiandijiashangcheng“haul”；sheinyezhengshiqiyong“bantuoguanmoshi”；shenzhiguoneidianshangpingtaitaotianhejingdong，douzaikuajingyewushangzuochuxinchangshi。

zaipingtaimendexinyilunshangjiaziyuanzhengduozhanzhong，xuduoquefashichangjingzhenglidezhongxiaoshangjiazhujianbeibianyuanhua。

wangfeiyuanbenshiyimingzishendetaoximaijia。

2012nian，tayuairenjuedingrujudianshangnvzhuangsaidao，chidaolezhongguoxianshanggouwudeshoubohongli。wangfeihuiyidao：“woheairenquedingleyouyanvzhuangsaidao，bingfuzeshejihedaban，zhaogongchanghezuochudahuo。neishihou，zaifengkoushangzhudouhuifei，jingzhengbujilie，zhiyaohedianshangguagoudoukeyizuo。”

raner，jinnianlai，guoneinvzhuangxianshangshengyiyiluoqianzhang，chengweiwangfeijuedingrujukuajingdianshangdezhongyaoliyou。“qitadijiapingtaizhuangdahou，wojingchangkandaodianlidekuanshibeidaotu，yigengdidejiagehegengcidezhiliangxiaoshou，xiaofeizhegenbenfenbuqing。pingtainvzhuangdetuihuolvyejiejiepansheng，xiaoliangzoudi，womendeyunyingchengbenqueyuelaiyuegao，meishenmelirunle。”tashuo。

zaijiechukuajingdianshangquantuoguanmoshiqian，wangfeihaiyouyicialibabaguojizhanb2byunyingdeshibaijingyan。

wangfeiweijinzhualibabaguojizhanzujianleyue10rendexintuandui，danxiangtazheizhongmeiyougongchangdemaoyishang，zaialibabaguojizhanshuyu“banluchujia”，hennanzhaodaoshengcunkongjian。

dingdanzhiliangbugaoyizhikunraozheta，“zhenzhengxiadandekehushao，dabandekehuduo，womenhenduoshihoulianbanfeidouzhuanbuhuilai。”youyici，wangfeihetuanduigenjuyigeguowaikehudeyaoqiu，zuolejin20geyangban，danzuizhongkehutiaozhongdezhiyouliangkuan，zhenggedingdanbuchaoguo200jian。

zheixiedingdan，dourangwangfeidenahuochengbenzougao。“taigaojiagekehubumanyi，dijiayagenmeiqianzhuan！pingtaideruzhufeiyong、tuiguangfeiyong、yunyingrenyuanchengben，yinianjiuyaohuadiao8wan（yuan）dao10wan（yuan），danzhenghuilaidejiu3wan（yuan）dao4wan（yuan）。”

jianchileyiduanshijian，aliguojizhandeyewubeiwangfeiguanting。

zaizheizhihou，wangfeizhongzhengqigurujuquantuoguanpingtai，juedebtckuajingdianshangjiushilingyipiantiandi。suoyi，tayegenjupingtaiyaoqiu，teyijiangkuajingshengyidezhuyingyewubiangengweigengfuhehaiwaishichangxuqiudemusilinnvzhuang。

jingyanfengfudewangfeiyeyujianlequantuoguanmoshidefengxianxing，“suirandingdanlianggao，danshishenbandeshihoujiduanyajia，yijianyifujiusan、wukuaiqianlirun，jieguohaiyaochengshoujintuikuandejizhi。quantuoguandeqingkuangxia，shangjiajihumeiyoufayanquan，suoyiwobuxianghenduorenhuibujichengbendedapiliangpuhuo。”

jinguanruci，tayiranwufacongpingtaiqiangshiyajiayufajindengwentizhongchoushen，kuisunshushiwanyuan。

suoyi，dang2024niandebantuoguanfengchaozaicixilai，wangfeiwangerquebu，“bantuoguandemenjiandouxiangdanggao，duiyufuzhuangpinleilaishuo，haiwaicangyahuosuisuibianbiandouyaotourubaiwanyuanshenzhishangqianwanyuan。”

tabiaoshi，shichangfuzhuangchannengzaoyijingguosheng，zhongxiaoshangjia，youqishixiangtazheiyangbingmeiyouzizhugongchangdeshangjiayijinghennantongshijianjudijiayugaozhi。“xianzai，xiaofeixingshibingbuminglang，pingtaizhijianjiagezhanyuejilie，shangjiadeshengcunkongjianyueyouxian。kuajingdianshangxingyezaoyimeiyoubaofushenhua，shenzhishiyimen‘10du9shu’deshengyi。”

（应受访者要求，程雪、念云、刘同、王菲为化名。）