wen | juchao dongerqian

bianji | yangxuran

zhongguoshangyejieconglaibuquefaranglanhaibianchenghonghaidedongli。zheiyidian，quanqiudianshangshichangshangyebuhuangduorang。

yigezuixindedianxinganlijiushi，yamaxunjinqishangxianlemingweiamazon hauldedijiashangdian，kaishizhijieduibiaotemu，zheikenengshitemuqijinweizhisuomianduide“xuetiaozuihou”deyigejingzhengduishou。

laizizhongguodekuajingdianshangpingtaimen，bujinmianduizhegengduodejingzhengyali，yekaishimianduigengjiafuzadewaibuhuanjing——mianshuihonglidetuichaoqikaishile。

duiyuzhongguokuajingdianshangqiyelaishuo，zheixianranhuishiyicikaoyan，dantongyangyeshijiyu。

01 时也命也

2015nian，zhengzhichuantongyiyishangquanqiuhuadedianfengshiqi，aobamazhengfuzai2015nianjiang“xiaoehuomian”demenjiancong200meiyuantigaozhi800meiyuan。

zheiyifaanzuidadeshouyizheshiyamaxun，bijingdangshimeiguodedianshangxingyechengyijiadudazhishi。

bishideyamaxunyezhengzaidaliyinrudisanfangmaijia，erqibuqideyamaxunhaiwaimaijiaduimeiguodeshijiqingkuanghaibugoulejie，yinciwangwangdouhuiyongfengxiangengxiaodexiaobaozhiyouwanchenglvyue。er“xiaoehuomian”menjiandeshangdiao，rangyamaxundedisanfangshangpinxunsuyongyouleyidingdedijiayoushi。

zhizhiyiqingqijian，suizheoumeiguojiajuminshijishourushuipingdexiajiang，beikaojudagongyingtixidezhongguokuajingdianshangxingyebaofa，temu、sheindengqiyedouchengshanglezheibanshunfengche。

raner，ruojiangkuajingdianshangdeshenglijiandanguiyinwei“xiaoehuomian”tiaokuan，jiuweimianyetaiguopianmian。benzhishang，zheixieqiyejueqidebeihoushizhongguogongyinglianyoushi，yijiduixiaofeizhegexinghuahexiaozhonghuaxuqiudejingzhunhuiyingnengli。

“xianzaidenianqingyidaigengyouzixin，xihuanzhanxianziwo。xianzaidexiaofeizhebuzaijinjintingcongjiweishejishidejianyi，gaosutamengaichuanshenme，ershixiwangzijinengfasheng”，sheindegaoguancengjingbiaoshi。

zheixiekuajingdianshangqiyechenggongdeguanjian，jiuzaiyubagexinghuadingzhidechanpincongzhiyoushaoshurennenggoufudandeqi，bianchengyijinkenengdidejiagetigongjidabufenxiaofeizhe，ranhoucaishiheliliyongguizemianshuixiaowangmeiguoshichang。

jiuxiangshangwubuguojimaoyitanpandaibiaojianfubuzhangwangshouwencengjingbiaoshide，kuajingdianshangyoumanzukehudegexinghuaxuqiu、daohuokuai、jieshengfeiyongsangetedian。er“xiaobaoguoyouhuidaiyuquxiaohou，zheixietedianbingmeiyouxiaoshi，kuajingdianshangrengjuyouhenqiangdejingzhengli。”

02 低价需求

shichangdiaoyangongsiomnisenddiaoyanlelaizimeiguo、yingguo、jianadaheaodaliyade4000yumingxiaofeizhe，tamenbiaoshizaitemudengzhongguodianshangpingtaigoumaidezhuyaoshiyifuzhuangxiebaoweidaibiaodeqinggongchanpin，qizhong82%deshoufangzherenwei，zaitemudengzhongguodianshanggouwudezhuyaoliyoushi“bianyi”he“zhekou”。

zheiyezhengshihaiwaixiaofeizhedangxiazuizhenshideshenghuoxuqiu。yigedianxingdeshujujiushi，fenxigongsiplacer.aideyidongshebeidingweishujuxianshi，“qiongguichaoshi”aoleqi3yuefenmeiguomendiankeliuliangtongbizengzhangleyue26%，yaoyaolingxianyumeiguoliansuochaoshijutoukrogerde6%zengzhang。

yimeiguoweidaibiaodehaiwaishichang，zhengzaimianduiyicixiongyongerlaidexiaofeijiangji，renmenduigaoxingjiabishangpindexuqiuxiangdangwangsheng，bingqiegenbenkanbudaoqingkuangniuzhuandejixiang。zaioumeilingshouxingyegaojizhongdu、gaolirunlvyunyingdeshijiqingkuangxia，manzuzheixiexuqiuderenwuluozailezhongguokuajingdianshangpingtaideshenshang。

muqiankuajingdianshangqiyejibenyiquantuoguandexingshishixiandijia，jipingtaiquanmianfuzedianpudeyunying，baokuocangchu、peisong、shouhoudeng，ershangjiazhuyaofuzetigonghuopin。

qianqiweilefengfushangpingongji，kuajingpingtaitongchanghuixuanzejiangdiruzhumenjian，xiyindaliangmaoyishangruchangjingzheng，tongshipingtaihaihuiyupifawangzhanshangdetongkuanbijia，weileqianghongli，shangjiamenjingzhengjilie。

zaizheiyangdejingzhenghuanjingxia，yixie“liebiquzhuliangbi”defumianqingkuangyousuochuxian。shangjiazaiweilishenzhiwulideqingkuangxia，meiyoudonglitourudaochuangxinhegengqiangchanpinlidedazaoshang。xiaofeizhenadaoliezhihuopindegailvzaibianda，gegepingtaideyinglishijianyebeipubianyanhoule。

zheshangzhengquancengduimeiguobentuzhuliudianshangpingtaihechuhaisixiaolongjingjimoxingzuolejiandancesuan，toubupingtaidexuanze，jibendoushibeikaoguoneiqianghandegongyingliannengli，yiduanqixiaoyihuanzhangqishichang。

03 打破循环

zhideyitideshi，zuizaochidao“xiaoehuomian”honglideyamaxun，quezaozaozuoledadezhanlvezhuanxiang。

2018nianyamaxundalituijin“yamaxunpeisong”（fba）moshi，yuxiaobaozhiyoubutong，fbazhimaijiaxianjianghuowufazhiyamaxunmeiguocangku，yamaxunfuzexiaoshou、kefu、cangchu、peisong、shouhou，maijiayoucishixianbentufahuo。

toubudekuajingdianshangpingtaitongyangyishidaolezheiyidian，yezaitongguozhongzhongshouduantishengjiegouxingxiaolv，yibaozhengjishizaidijiadeqiantixia，xiaofeizheyougenghaodetiyan。rusheinyizaimouxiepinleishangkeyitongguoanxumoshizaimeiguoshengchanchanpin；temuweiletishengzhengtidewuliuxiaolv，zaimoxigekaishezhandiandetongshi，tourubaoshuicangdejianshe，shenzhiweicipeizhizuigaodecangpeirenliziyuan。

zheixiecaishikuajingdianshangqiyemenzaizhengcezhiwai，suozuochudegengjukekongxingdejingyingnuli。

duiyukenengquxiaodemianshuizhengce，temuhuiyingrenwei，gongsidezengzhangbuyilaiyu“xiaoehuomian”zhengce。tamenxiwangtongguogaoxiaodeshangyemoshi，weixiaofeizhetigongduoyanghua、jiagehelideyouzhichanpin，bingchengnuozaizhengcegongpingdeqiantixia，zhichiyouliyuxiaofeizhedelifadiaozheng。

qizhongyigehendadexiangxiangkongjianjiulaiziyuchuantongchanyedaideshuzihuagaizao。jiezhuyulaizihaiwaidehailiangdingdan，dianshangpingtaiketongguorouxinganxugongyinglianmoshiduichanyedaichuantonggongchanggaizao，zuidianxingdeanlijiushizaiguangzhouchuantongzhiyichanyejiqundanshengle“kuajinglian”，shangqianjiafuzhuangzhizaogongchangyuandishengji。

jiandanliejuyixia，ningbocixidezhinengjiadianchanye、luoyangyanshidesanlunmotuochechanye、shandongweihaideyujuchanye、qingdaopingdudejiajiemaochanye……wubuyunzangzhehailiangzhongxindingyi、zhongxingaizaogongyinglianxiaolvdejihui。

zheigelujingyijingzaiyixiexingyezoutongle。zhongguokuajingdianshangpingtailiyongrenlichengbenhechanyedaijujideyoushi，chanshengdejiegouxingjiacha，chengweimianxiangquanqiuxiaofeizhedegongyingliangongsi，yijingchengweiyizhangzhongguojingjidemingpai。zhishimuqianyaojingguoyiduanshijiandezhentongqi，taotaidiaoyixiewufashiyingxinxingshideluohouwanjia。

04 写在最后

keyishuo，zhongguodekuajingdianshangpingtaidefazhan，zhuyaodeyiyuzhongguoshengchanlijidafazhandejilei。

dangqianjieduanchuhaidebenzhikeyizongjiewei“gongyinglianchuhai”，shitongguojizhideshuchunenglidakaishengcunkongjiandecelve。zheigejieduandeyigebiranxingjiuzaiyu，jizhidejiageshizuizhongyaode。

danyigexianeryijiandekunjingshi，dijiadaodicongnalai：xiaofeizhexiwangdedaowumeijialiandeshangpin；shangjiaxiwanghuodegengduolirun，yejiushijipingtaishaojiaoqian、congyonghushenshangduozhuanqian；dianshangpingtaizexuyaoyidijiacuchenggengduomaimaijiaoyi，danyouyaoyouzugoudelirunquzhichengpingtaifazhan。

zaibukaolvtongguopinpaihuodechaoelirundeqiantixia，ruopingtaifanghuozhepinpaifangnenggouxiangxiashenzhachanyedai、xiangshanggengxunsudeshoujixiaofeizhexuqiu，yixiaodingchan，tongguoxinzengdehaiwaidingdan，yindaochanyedaigongchangjinxingshuzihuagaizao，yitishengzhengtidegongyinglianxiaolv，shixianzhangqidijia，neizheiyigushijiuhuibiandejiweixinggan。

zheishijiangxianrenbanbudeweiruoyoushizhuanweipaitaxingbileidebiranlujing，yeshikuajingdianshangqiyededierdaofenshuiling。kuobumairuzheichangtaotaisaidexuanshouquzhikeshu，danduiyugengduodeqiyelaishuojiumeiyouneimexingyunle。