文 | 市象 周立青

编辑 | 杨舟

dianshiju《zhuangqiangqishilu》zhongyouyimingchangmian——siweikuotaixiangjuyiqixiawucha，zhanxianleyichangguanyufankeyabaosiyecaoshoulian、diormaanbao、diordaifeibao、aimashizhijiandejiaoliang。

bao，yizhishihenduonvxingrezhongtaolundehuati，congjichubaidadekuaishishangbaodaozhengshirukengdeqingshejingdiankuanzaidaojinjiedegaoshekuan，shizhongduoaibaorennanyikangjudemaibaoguiji。duitameneryan，baobaozaoyichaotuolepeishidefanchou。

raner，congdaxuekaishidaoxianzaiyijingmaibaoshiyuniandezhengkequebiaoshizuijinhenshaozaimaibaoshanghuaxinsile。taturanfaxianmaizhiqianxianghaoruheruhedapeidebao，xianzaiyijingbeishuzhigaoge，lianzhiqianzuixihuande“xiaoxiang”yebeixianzhi，meitianchumenchangbeidebaojiuneimejige，youshishenzhinazhezhanhuizengsongdefanbudaijiuchumenle。

zhengkedejinglibingfeigeli，zaidangxiadexiaofeishichangzhong，zheizhongxianxiangyuefapubian。

baobaozuoweinvxingshishangdapeidehexindanpin，shichangreducengyilubiaosheng。gedapinpaiyekanzhunshangji，buduantuichenchuxin，congkuanshishejidaoyingxiaoshouduan，wusuobuyongqiji。qingshepinpaiyixiangduiqinmindejiageheshishangdesheji，xiyinlezhongduonianqingxiaofeizherukeng；gaoshepinpaizepingjiejingzhangongyi、duteshejiyijipinpailishiwenhuadiyun，chengweizhongduoshishangaihaozhedezhongjizhuiqiumubiao。

baobaosihushinvxingshenfen、diweiyupinweidexiangzheng，yongyouyikuanremendapaibaojiufangfotaruleshishangjingyingdexinglie，“baozhibaibing”dekouhaoyebeihandexiangliang。

rujin，xingshiquejizhuanzhixia，“baozhibaibing”buzouxiaole。

01 轻奢、高奢都不灵了

zhangxumuqianyanjiushengzaidu，jutahuiyi，gangdubenkedeshihou，suichukejiandepinpaibaobaorangtafeichangzhemi，zijizaitaobaoshangmailaidejishikuaidebaoyushiyoudepinpailaohuabaobiqilaixiandelianjiaxuduo。dangshidezhangxufeichangxiangmaiyigecoachbaobao，danmeiyuejinyouliangqianyuanshenghuofeideta，mianduigaoangdejiage，zhinengwangbaoxingtan。

“wodangshifengkuangzanqian，suiranmeiyoudaojieyisuoshidedibu，danchulebiyaokaixiao，wojueduibuhuiduohuayifenqian，wohaiquzuogezhongjianzhi，jiajiao、tikeshenmededouzuoguo。”sangeyuezhihou，zhangxuruyuanmaidaolerenshengzhongdiyizhicoach swagger。“dangshiswaggerxiliehuodaoduanhuo，woshizhaodaigoudingde，denglejiangjinliangzhouduocaidaoshou，daoshouneiyikechaojixingfen，juedezanqiansangeyueyezhile。”

“mailediyigecoachzhihou，wohaimaiguomcm、pinko，doushiyixiebijiaohuodeqingshebaopinpai。buguoxianzaiyijingmeiyoudangshimaibaodeyuwanghejiqingle，chuleouerhuimaixiefanbubaozhiwai，woyijingliangsannianmeizenmezaibaoshanghuaxinsilele。”xianzai，zhangxurichangchumenjiulinyigefanbubao，“zheigefanbubaoshidangshiqutaiguoguangshangchangdeshihououranyudaode，shibeileyixiajuedehenshufujiumaile。congneizhihou，wulunrichangshangban、kaihuihaishiguangjiewodoubeita，basuoyouyaodaidedongxiwangbaoliyirengjiuchumenle。”

zhangxudejinglibingfeigeli，「shixiang」faxian，wulunshizaiyi、erxianchengshi，haishisan、sixianchengshi，richangnengkandaodeqingshebaobiliyuelaiyueshao，querdaizhideshiqingyisedefanbubaohuozhemeiyoulogodechunsexiekuabao，bufenfanbubaoshangshenzhihaiyinyouyixiexuanchuanbiaoyu。

qingshebaodeshichongyefanyingzaishujushang。11yue12ri，coachmugongsitapestryjituangongbujiezhi2024nian9yue28ridiyicaijiyeji。

shujuxianshi，tapestryjidujingxiaoshouewei15.1yimeiyuan，yushangniantongqijibenyizhi；erjinglirunwei1.87yimeiyuan，jiaoshangniantongqixiajiang4.1%。dazhonghuaqujingxiaoshouewei2.34yimeiyuan，tongbixiajiang5%。

cengjingdeqingshebizupinpaimichael korsmugongsicaprijituan2025cainiandiercaijiyejiyebiaoxianbujia。caibaoshujuxianshi，jituanyingshoutongbixiajiang16.4%zhi10.8yimeiyuan，jingliruntongbidadie73%zhi2400wanmeiyuan。michael korsdeyingshoutongbixiajiang15.9%zhi7.38yimeiyuan，gaipinpaizaibaokuozhongguozaineideyazhoushichangshangxiaoshouegengshidafuxiahua43%。

bujinqingshebaoshichong，gaoshebaoguodeyebusuantaihao。

10yue15ri，shechipinjutoulvmhfabule2024niandisanjiduyejibaogao。caibaoshujuxianshi，disanjidushourutongbixiadie3%zhi190.79yiouyuan，suoyouzhuyaobumenyejidouweidadaofenxishiyuqi。zheishizi2020niandisijiduyilai，lvmhjituanjiduxiaoshoueshoucichuxianxiahua。

dingsheaimashiyeweinengxingmian。disanjiducaibaoxianshi，angudinghuilvjisuan，xiaoshoushourutongbizengzhang11.3%zhi37.04yiouyuan，lvegaoyufenxishiyuqide11%。danxiangjiaoyujinniandierjidu13.3%dezengfu，yijiquniantongqi15.6%dezengfu，benjidudezengsuyixianchupitai。

youshiyunianmaibaojinglidezhengkeqianqianhouhoudagaimailesansishigebao，buguojinnian，zhengkeyijingbatangzaijuzilichihuidebaobaomenquanbuchudiaole，zhiliuxialewuliugechangyongbao，“qizhongyouyigechangbeidelvhaishiwunianqianmaide。”

“maiduolezhihouganjuesuoyoubaodouzhangyigeyang，kuangqiexianzaichumenjibenshenmedoubuyongna，yibushoujigaodingsuoyoudeniandai，haishimeibiyaonayige‘leizhui’le。”

02 从大牌包到奶茶袋

zai20suichutoudenianji，rezhongmaibaodetangxinyexiangqitaaibaorenshiyiyangzhongqingyuyinmanlogohuologoshuodadedapaibao，haoxiangzhiyouneixielogocainengzhangxianbaobaodejiazhi。

huisushinianqian，bishideshejiaomeitishanggezhong“xuanfutie”fanlanchengzai，kanduolejishigeshenzhishangbaigelv、chanel、burberry、célinetianmanzhenggebolijudetiezi，tangxinziranyeannabuzhuneixinduiyubaobaodechongjing，shenzhijuedezhiyaoyouledapaibaodejiachi，zijiyenengbiandegengjiaguiqi。

“shuobailejiushixurong”，tangxinzichaodao。neishihoudetababaobaodangzuotishengzixinxindegongju，juedezhiyoubeizheneixieangguidebaobao，cainengrangzijizairenqunzhongtuoyingerchu。

suizheshijiandetuiyi，tangxinzhujianfaxian，neixiebaobaobingmeiyourangtabiandegengjiakuaile，fanerchengweileyizhongfudan。

shejiaomeitishangdefengxiangyezhengzaiqiaorangaibian。

cengjingbeiwushurenzhuipengde“xuanfutie”zhujianshiquleredu，querdaizhideshigengjiazhuzhonggexinghepinweidefenxiang，jijianshenghuo、diwuyushenghuodetiezicengchubuqiong，ouerchanzazaituijianyemiandeyiliangtiaodidiaoxuanfudetiezidianjinqufaxianyijingbeipendetiwuwanfu。

tangxinyishidao，zheizhongbianhuabujinjinshigerencengmiande，ershizhenggenianqingyidaidejitijuexing。tamenchengzhangzaiyigewuzhijidufengfudeshidai，cengjingbeixiaofeizhuyisuoguoxie，butingdizhuiqiuzhezuixin、zuichao、zuiangguideshangpin。“wozhiqianweilezhuiganchaoliu，buxiyiqiedaijiamaineixiehenangguidebaobao，dandaoshouzhihouneizhongduanzandemanzugan，henkuaijiubeigengshendekongxugansuoqudai。”

zaixiaofeiyaliyujiaolvdeshuangzhongjiajizhixia，nianqingyidairutangxinjiqitonglingren，zhujianbeixiaofeizhuyiyinfadepibeigansuoyanmei，zhizhichujiyuzhi。tamenkaishizhuanshenyongbaoyizhonggengweijianyuedeshenghuomoshi，jielizhengtuoguoduwuzhihuadezhigu，xunzhaoneixiezhenzhengnenggoufuyuneixinmanzugandeshiwu。

zheizhongzhuanbianzainaichadaihehuanbaodaideliuxingzhongdedaoletixian。

“shangbantongqinbaobaoceping”“zuishiheshangbanrendebaobaochuxianle”“tongqinbaohuaile，rentongpeihuo2beigouzhi”，zheixietiezilireyidebaobaobingfeineixienanyirushoudedapaibao，ershiwaimainaichabaowendaihuozheqitacanyinpinpaidedabaodai，qizhonghushengzuigaodeshinaixuedebaowendai。tangxinkaiwanxiaoshuo：“kandaolubianlianmingkuandenaichadai，wokenengzhenderenbuzhuhuijian。”

naichadaifangshui、huanbao、xingjiabigao。suizhepinpailianmingdepinfantuichu，haokandedabaodaiyechengweileshishangdanpin。zheixiedaiziyoudemianfei，youdezhixuyaoyiliangkuaiqianjiunengmaidao，bujinjianqinglenianqingrendefudan，gengdailaileyizhongqiansuoweiyoudezizaigan。dajiabuzaixuyaoweilezhuiganchaoliuhuozhezhanshizijideshehuidiweiergandaojiaolv。naichadaiyiranchengweinianqingrenduixiaofeizhuyifansidebiaozhi。

jinnianyijingsishisuidecailinbashoutoudebaobaojihuquandousongdaolelouxiaershedianli，baokuoxiangnaiersidajingang。“jianyuebingbuyiweizhexishengpinzhi，tashiyizhongduishenghuodeshensishulv”，zheijuhuashitazheicijuedingdezhujiao。

zuoweiyimingzaibeijingdapinduoniandezhongchanjieji，cailinjianzhengleshishangchaoliudeqiqiluoluo，yejinglilexiaofeiguanniandeshenkezhuanbian。guoqu，neixiedapaibaobaoshitazhichangjinshenglushangde“huoban”，meiyizhidouchengzaizhebutongdehuiyi，zheixiebaobaofangfoshiyizhongshenfenyunenglideanshi。

duiyucailinzheiyangdezhongniannvxing，suiyuerangtamenduiwuzhiyoulegengshendelijieyuqushe。tafaxian，suizhenianlingdezengzhang，zijiyuefaganshoudaoneizhongxiaofeizhuyixiadepibeiyuxuwu，zijidexiaofeiguannianzhengqiaoranxiangzhenzhengde“zhangqizhuyi”zhuanbian。cengjingrangtaquzhiruowudedapaibaobao，rujinchengweileyichulidebaishe，henshaozaiyouchuchangdejihui。

zai“cailinmen”dexiaofeijuecezhong，pinpaidezhimingduyuyingxiangliyibuzaishijuedingxingdeyinsu，querdaizhideshichanpindeshiyongxing、shushixingyijicaizhidepinzhi。

yucitongshi，cailinyefaxian，neixiecengjingxuyaobaobaolaichentuodeshejiaochanghebiandeyuelaiyueshao。takaishiyouyishidijianshao“wuxiaoshejiao”，gengduodizhuanzhuyuzijideneixinshijieyugerenshenghuo。zaizheiyangdeshenghuozhuangtaixia，baobaodezhongyaoxingyedafujiangdi。

cailinkaishijiangmuguangtouxiangneixiexiaozhongshejishipinpai。tafaxian，xiangsongmont、a.cloudzheiyangdepinpai，suiranbuxiangdapaineiyangguangweirenzhi，dantamendecaizhi、shejihegaoxingjiabizuyichengweitadechangyongbao。wulunshirichangtongqin、zhoumoxiuxianhaishiouerdepengyouxiaoju，yigebaojiukeyiyingduibutongchanghe，buzaixuyaoxiangyiqianyiyanggenjubutongdeshejiaochangjingjingxintiaoxuanbutongdedapaibaobao。

“womengongsihaiyougenianqingxiaoguniangtebiexihuanguliangjiji，suiranwozheigenianjibuhuimaizheizhongfenggedebao，danneixiebaodeshejiqueshifeichangtebieerqiehenyouzhigan，bineixiekaologoduiqidedapaibaobiezhiduole。”

zaicailindepengyouquanli，zheizhongbianhuayekaishiqiaoranfasheng。“dajiaxianzaihenshaotaolunnagepinpaichulexinkuan，aimashipeibiduoshaole，fanertaolunnagexiaozhongpinpaidezhilianggengkekao，nageshejishidezuopingengbaida。dajiadexiaofeidoubiandegenglixingle。”

03 不买包的中产

“woyiwanduomaidefendi，jieguojinnianbudaoyiqianjiujihuishoule。”zhengkefaxian，tadebaobaomenzaihuishoushijiagedoudadazhekou，“qunianwohaizhunbeichudiaolvdeon the go，zheigebaobaochudeshihouwojiuzhibeiguoyiliangci，liangwanduomaide，huishoujiazhijiediaodaoleyiwanchutou，wojiuzijiliuzhele。”

ershecongyesiniandejiangjiagaosu「shixiang」：“zheiliangnianxingqingheshichangdoubushitebiehao，dajiaxiaofeimeiyouqianjinianneimegaozhangle，shichangshanggengduodeshihuishoubaobaode。”

daliangxianzhibaoliuruershoushichang，shichanggongxuguanxifashenglexianzhubianhua，gongguoyuqiudejumiandaozhibaobaohuishoujiagechixuzoudi。“guojikuanbaobaojiagexiadiehenduo，kehuxuqiujianshao，maibuchuqujiuzhinengjiangjia，shoubaodeshihouweilebaoxianziranzhinengyajiagele。”

xiangzhengkezheiyangyouguochubaojinglidexiaofeizheyekaishiyishidaobaobaozuoweixiaohaopin，qijiazhinanyizhangqiwendingweichi，cengjingbeidalixuanyangbaobao“baozhi”deshenhuachedipomie，xiaofeizhegoumaixinbaodeyiyuanyejiujinyibubeixueruo。

zaibeishangguangshendengyixianchengshi，yijihangzhou、chengdoudengxinyixianchengshi，ershedianzhengbuduanyongxian，ersheshichangzhengcongxiaozhongquanzizouxiangdazhongshiye。tongshi，zhibodaihuodeliuxingyeweiershoushechipindexianshangjiaoyitianleyibahuo。

zaiersheshichangchulenengyigengxiangdejiagemaidaoxinyidebaobaowai，yebaituolepeihuodefannao。zaixiaofeizhexiaofeigenglixing，bingcheng“gaishengsheng，gaihuahua”yuanzededangxia，ershedianjiushiyigegengyoudexuanze，xiaofeizhekeyizhijiexuanzezijixuyaodedongxi，erbuxuyaoxianmaiaimashidejiaju、xiangnaierdezhubao。

jiangjiagaosu「shixiang」：“muqianguoneiersheshichangkaifaduhaibijiaodi，ersanxianchengshidefazhankongjianjuda。”weilai，xiangyaogoumaibaobaodexiaofeizhekenenghuigengduodikaolvzhuanxiangersheshichang。

tanjiersheshichang，cailintanyanzijibingbushuxizheiyilingyu。“wozhunbeinamaidiaobaobaodeqianlaizuogengyoujiazhidetouzi。”suizheduigoumaibaobaodexingqujiantui，tayebingbudasuanshezuersheshichang。

zaishehuijiazhiguanriyiduoyuandedangxia，xiangcailinzheiyangdexiaofeizhekaishizhongxinshenshizijidexiaofeiguan。guoqumaibaoshidechongdongyuxingfen，rujinkanlaibuguoshiduanzanqiefuyubiaomiandeyuyue。cailinbiaoshibuxiangzaibeiwuzhixiaofeidexuanwosuoguoxie，ershikewangzaishenghuozhongzhaodaogengweichijiudemanzugan。

蔡琳首先想到的是理财规划，她开始花费大量时间去学习金rongzhishi，yanjiugeleitouzichanpin，jiangmuguangtouxianglejijin、gupiaoyijiyixiexinxingdewenjianxinglicaichanpinshang。cailingankai，maibaoburumaihuangjinshizai。

chulelicai，cailinyekaishizhongshijiankangtouzi。tabaomingcanjialezhuanyedeyujiakecheng，meizhoudouhuichouchugudingdeshijianquyujiaguan，haimailejiatingjianshenqicai，fangbianzaibunengquyujiaguandeshihouyenengjujiaduanlian。

ciwai，yixiecengjingdebaobaoaihaozhezaishejiaopingtaibiaoshixianzaigengyuanyihuaqianzaigengjutiyangandehuodongshang，biruqianshui、huaxue、qima、tubudeng，zheixiehuodongrangtamenganshoudaolechaoyuewuzhixiaofeidegengshencengcideganshou。

“wozhunbeixiazhoumailiangjianlululemonqujianshen，scubahedefinedouhaonanqianga。”tangxinwunaidao。

（文中人物均为化名）