wen｜jiediancaijing yideng 

jinri，yangshipuguang“yurongfuzaojia”huatidengshangresou。bufashangjiayicichonghao，zhizaochuyurongrongzihanliangjibenwei0%deweilieyurongfu，shenzhilianjiancebaogao、diaopai、shuixibiao、yurongchongqibiaodengdoushijiade。zheiyizhenxiangdepuguangrangdazhongqifenyoudanyou。

raner，yurongfu“tafang”zhihou，queyoudaliangxiaofeizheyongrupangdonglaichaoshiquqianggouyurongfu。yuanyinshi，pangdonglaideyurongfuquanbubiaozhulejinhuojiage，shenzhilianmaolilvdoubiaozhuqingchule，yikuanyurongfuxianshishoujiawei419yuan，jinhuojiawei321.3yuan，ermaolilvjinwei23.31%。

zaizhenggeyurongfuxingyezaoshouzhiyideqingkuangxia，xiaofeizhequebiaoxianchuduipangdonglaijidachengdudexinren。bushaowangyouhaibiaoshi，zheijiushiliangxinqiyegaijiezhudepotianfugui。

jinnianlai，pangdonglaichenglecduandewanghong、bduandelingshoubiaogan，henduoxiaofeizhezhuanchengqudaka，qianqu“qujing”deqiyetongxingyebuzaishaoshu。

其中，可以称得上是“忠实信徒”的永辉超市，自今年5月起就进入了“学习胖东来”时间，目前正通过胖东来帮扶及学习胖donglaizizhudiaogailiangzhongmoshi，luxuduiquanguomendianjinxingdiaogai。yucitongshi，congjinnian9yue24rizhijin，yonghuichaoshizai3geyueneigujiahejizhangchao189%，gongsizongshizhizuigaodadao591.7yiyuan，bijin600yiyuan。

当线下超市行业集体陷入困境，“学习胖donglai”chengweibushaoshangchaodezijiushouduan，jibianshiquanguo“chaoshilongtou”deyonghuiyebudebuxiang“ditoushe”pangdonglaixuxinqingjiao。

zhishi，qitaliansuoshangchaozhendenengwanzhengfukepangdonglaidejingyingmoshima？yonghuichaoshizaibutongchengshidediaogaichengxiaoshifouyizhi？pangdonglaimoshiyounengfoupojiedangjindelingshoukunju？

01 永辉超市，胖东来的“头号”粉丝？

“woduipangdonglaimoshizouxiangquanguo、bameigeshequfuwuhao、bameigejiatingfuwuhaochongmanxinxin。” yeguofuduiyudonglaitanyandao。

bujiuqian，mingchuangyoupinjituanchuangshirenyeguofu。yupangdonglaichuangshirenyudonglaishoucihuimian。zheishimingchuangyoupinshougouyonghuichaoshihou，yuyudonglaijiuyonghuichaoshidediaogaidiyicishenrujiaoliu。

qishi，zaiyonghuizhiqian，jiuyiyou13jialingshouxingyedeqiyededaolepangdonglaidezhidaohebangfu，rujiangxishangraodejiabaile、gansuxinlechaoshi、hubeiyasichaoshi、qinghaiyijiaqinchaoshi、hunandebubugaodeng，qizhong13jiajunshixianleyejizhengzengzhang，qizhongyou5jiagengshidadaoleliangweishuzengzhang。

erjulejie，pangdonglai“baogai”yonghuidediyijiadianweiyuzhengzhouxinwanguangchang，zheijiadianyoupangdonglaituanduiqinzishangzhenzhidaodiaogai，lishiyigeyue，zaijinnian6yue19rizhongxinkaiye。

diaogaihou，zheijiadianyingyeshourixiaoshouedadaole188wanyuan，shidiaogaiqianrijunxiaoshouejin14bei；shourirenliujin 1.3 wan，shidiaogaiqianrijunkeliude 5.3 bei；7yuexiaoshouzongewei5835wanyuan，rijunxiaoshoue187wanyuan，shidiaogaiqianrijunxiaoshouede13.9bei。

zhengshizheijiamendian，xiyinlemingchuangyoupinchuangshirenyeguofudezhuyi。

zheizhihou，jinguanpangdonglaidebangfudiaogaijinzaihenanzhengzhoudebufenmendianzhankai，danyonghuichaoshixushichangdaoletiantouhuoshixiangyaozijiu，jihualediyipimendianzizhudiaogaidechengshi，qizhongbaokuoxian、hefei、hangzhou、fuzhou、chengdou、guiyang、zhongqing、beijing、shenzhen、shenyangdeng。

juyonghuiguanfangtoulu，zigensuilianshangdonglaishangyeyanjiuyuanjinxingmendiandiaogaikaishi，muqianquanguoyijingwanchengle21jiamendiandediaogaikaiye，tongshi12yuezhishaoyou8jiaxindiaogaiwanchengdemendianjiangkaiye。

qizhong，zaizhuyaoyixianjixinyixianchengshi，beijingshijingshanxilongduodianhuifuyingyeshouyue，leijixiaoshoueda4110wanyuan，rijunxiaoshouejiaogaizaoqiantishengjin5bei；leijikeliuchao90wanrenci，rijunkeliutishengjin6bei。tongshi，kedanjiawei126yuan，bigaizaoqiantishenglejinliucheng。muqian，beijingfangshanyinxiangchengdeyonghuichaoshiyiyu11yue26riqidongbidiandiaogai，chengweiqizaibeijingdierjiadiaogaidian。

“广东首家”自主学习胖donglaideyonghuichaoshi，weiyushenzhenshifutianqumeilinpianqudezhuoyuehuigouwuzhongxin。juxi，mendiankaiye3tianxiaofeikeliuchao5wanrenci，xiaoshoueyue550wanyuan，rijunxiaoshoueyueweidiaogaiqian8bei。erjingguozhengtipingguhou，yonghuichaoshishenzhendierjiadiaogaimendianquedingweibaoandaqianlidian，jiangcongshangpinjiegou、pinzhijijiage、maichangbujudongxian、huanjing、fuwujiyuangongdaiyudengfangmianzuoquanmiandiaogai。

hangzhouzheibian，binjiangbaolongdianshiyonghuizizhudiaogaidediyijiadian，yu9yue14rixiangdazhongkaifang，linpingwandadianzechengweizhejiangdierjiapangdonglaimoshideyonghuichaoshi。

而上海则稍显“落后”，11月28日才宣布上海首家学习胖donglaizizhudiaogaimendianweishanghaijinshanwandadian，jiangduichaoshidejingying,congshangpinjiegou、pinzhi、jiagejimaichangbuju、dongxian、huanjing、fuwuheyuangongdaiyudengfangmianzuoquanmiandiaogai。

yiqian，dajiatanlunpangdonglaishi，changchangxichengta“zoubuchuhenan”。dangxia，duiyiditongxingdebangfuquerangwaijiekandaolepangdonglai“zouchuhenan”delingyitiaolujing：shuchujingyinglinian。

erbuguanshipangdonglaipaituanduiqubangfu，haishishangchaoqiyedezizhuxuexidiaogai，pangdonglaimoshizouxiangquanguoguanjianzaiyuqishengcunmoshihejingyingguanlizhongdeyouliyaosu，shifouduiyonghuidengqiyechanshengleqianyimohuadezuoyong。

genzhepangdonglaichaozuoyedexuetumen，jiujingnengjiaochuzenyangdedajuan？

02 实探深圳、杭州永辉店，成效仍需时间印证

“cong11yuechukaiyedaoxianzai，renliuliangyizhidoutingdade。”yimingzairenliuzhongnazhe“qinggenwolaijiezhang”deyuangongdui《jiediancaijing》shuodao。

shenzhendiyijiayonghuizizhudiaogaimendian，weiyufutianqumeilinpianqudezhuoyuehuigouwuzhongxinfuerceng。weilebikairenqun，《jiediancaijing》teyixuanlezhouyigongzuoridezhongwuqianqu，danchaoshiliyiranshirentouzandong。

jiuchaoshineichenshebujulaikan，queshibizhiqianyouhualebushao：tongdaobiankuan，fangbiantuizhegouwuchexingzou；yuangongbianduo，dayixunsuxizhi；chanpinzhongleigengfengfu，haiyoupangdonglaiziyingzhuanqu；zhishipaizengduo，qieneirongchengken......    

zhenggechaoshineiburenliuzuidadelianggequyu，yigeshishushiqu，yuanbenzheigequyuzaimendianlizhanbiyue10%，xianzaizengjiazhi20%-30%，shushi、shengrouquyuhaiyinjinlebushaoguangdongteseshipin，rucuipishaozhu、shiqiruge、“chaoshanniuroupu”deng。

lingyigeshipangdonglaiziyingzhuanqu。julejie，bencidiaogaiyinruleershiduozhongpangdonglaiziyoubaokuanshangpin，qizhongbaokuohushenghengaodedlbaofengziyouaibaijiu、dlhaichanxiaoshi、dlyanmaicui、dlxiyiyeyijidlwanghongpijiudeng。juxianchangyonghuichaoshiderenjieshao，pangdonglaizhuanyougongyingliandechanpinzaiyonghuichaoshidoushibuzhuanyifenqiande，zhenzhengzuodaolehaohuodajiagongxiang。

近日工作日的晚六点多，《节点财经》还实地走访了已经开业近3个月时间的杭州首家学习胖donglaimoshidiaogaidian——yonghuichaoshihangzhoubinjiangbaolongdian，faxian“hanpangliang”yebingbudi。

shouxian，rukouchuyouyikuaidapingmu，bofangzheyudonglaideshipinjianghua。qiepianshuiguoqu、shushiqu、hongbeiqu、kuaicanqu......daochukejiandewenxintixingkapian，queshiyou“pangdonglai”neiweier。

zhanshishangpinzhongyeyoujiaoduopangdonglaipinpaideziyoushangpin，fugaixiyiye、jieroujin、pijiu、baijiu、guoshuzhi、kuangquanshuidengzhongduopinlei。juchaoshigongzuorenyuanjieshao，diaogaitaotaile60%yishangdeshangpin，zhongdianyinrulejiankanghua、shishanghua、duoyanghuadeshangpin，diaogaihoushangpinjiegoudadaopangdonglaide80%。

ciwai，chaoshilihaizhuanmenshelilegukexiuxiquyu，bingzengsheleweibolu、yicixingzhibei、hushoushuang、chongdianbao、gongpingchengdengbianminshebei。

jiuzongtigouwutiyaneryan，diaogaizhihoudeyonghuimendianzaichenliebuju、chanpinfengfudu、fuwutaidushangdegaibianshixianzhude，danrengbukebimiandicunzaiyixiewenti。

liru，shenzhenzhuoyuehuidianderenliutaida，kongqibuliutongyouyiwei；renjirendedifang，gongzuorenyuanyezailimianmanghuo，zuaitongxing；dongxianbuqingxi，renliujiaozhiduichong；shangpindingjiahaishihengui.....

hangzhoumendianzheibiandewentiyedatongxiaoyi。

chulequefawanghongbaopin（shuiguo、mianbao、shushibuhuopinlvjunjiaodi）、zhengtikongjianmingliangdubuzu（yixiequyuminganbujun）、shangpinbaifangdezhengjiejingmeiduyiban（yixiequyushangpinbaifangjiaoluan）wai，《jiediancaijing》tiyanhoufaxian：canyinqudexiaofencaijiaoguidanbugouzhashi，kouweiyiban，quefaxiyinli。erpangdonglaidecanyinquzechengdeshang“wanghongqu”，youbushao（birumalaxiangguo、henanhuimian）koubeihenhaodecanpin。

ciwai，mianduigukemeiyouzhaodaodechanpinshi，youdeyuangongfuwujiaodaowei，huidadianhuazixun。youdeyuangongzebugoudaowei，zhishuozhaobierenzixun。danjibianshifuwujiaodaoweideyuangong，yechuxianlezhidaocuowudewenti。zaigukemeiyouzhaodaosuoxuchanpinqian，jiuzoukaile。

erzaipangdonglaichaoshili，gukedeqiuzhuwangwanghuibeigaoxiaoqietuoshanmanzu，yuanyinshitamenduichaoshishangpindeshuxichengdugenggao，bingqieyouzhangqidefuwuxunlian。

yinci，diaogaizhihoudeyonghuichaoshi，queshibidiaogaiqianyouhualebushao，danbunengshuoyuchangjiandaxingchaoshilakailejuli，genghuanglunyu“pangdonglaishi”tiyanyufuwushuipingpimei。yong《jiediancaijing》fangtandeyiweigukedehualaishuo：“zheigeyonghuichaoshizongtiyuqitachaoshichabiebuda。”    

erzaochengzheizhongbishangbuzu，bixia“nanyu”dezhuyaoyuanyin：yishichuandanandiaotou。suiranyonghuixiangyaofukepangdonglaideguanlijizhi、yewuliuchengyijijilizhidu，danxitongdexuexizhuanhuachengxingdongxuyaoshijian。erjihusuoyoumendiandediaogaishijiandoushiyigeyuezuoyou，xiangzaiyigeyueshijianwanquanfuzhibingluoshi，haiyaozaizengyuandeqiangxuqiuxiabaozhengsuoyouyuangongdefuwuzhiliang，zheiweimianyouxiekeqiu。

ershidiaogaihoudeyonghuichaoshi，yijiudingweimohu。jinnianlai，yonghuizhanlvedingweibuqingxi，daozhichaojiwuzhong、miniyonghui、yonghuishenghuodengduoxiangyetaitansuoshili。yonghuichaoshizezaipingjia、jingpinluxianzhongyaobaibuding，bujinnanyilalongputongxiaofeizhe，yeshiqulegaoduankehudexinren。

zaizhenggaiguochengzhong，yonghuichaoshitongyangchuxianledingweiganga、zhilianghefuwubudaowei、jiagexugaodengwenti。xiandeyiweixiaofeizhezaitiyanguoxiandiaogaidianzhihou，zhiyan“butaiqingchuzheigechaoshidedingwei，shiwumeijialianhaishizoupinzhileide”。yeyourenzaishejiaomeitishangtucao“shangpinpaiqile，fuwuyuannianqingle，dongximaibuqile”。

zuoweiyijingwanchengkuaquyubujudeshangchao，yonghuixiangyaowanwanquanquanzuodaoxiangxuchang、xinxiangpangdonglaimendiandeneizhongxiaoguohennan，yaozhangjiubaochixiaquzegengnan。danbuguanzenyang，yesuanshichuantongshangchaozaikunjingzhongdeyizhonggaige。ergaigehoudexinmoshiyebingbushipangdonglaidezhuanli，ershiguoneiwaizhongduoshangchaoqiyedouzaijinxingdeshijian。

03 怎么样才算“活成”胖东来？

“zhongguoxuexidebangyangzhiyoushanmu、kaishikecostco、aerdialdisanjiaqiye。”

7yue13ri，pangdonglaichuangshirenyudonglaizaidouyinpingtaifabuduotiaoxiaoxi，biaoshimuqianchaoshixingyejibenjinrulefazhandesijiao，zhuyaoyuanyinjiushixiaoshoushangpinpinzhidabufendiqubuhao，dabudaogukexinrenhexuqiuzaochengde，xianxiazhengshilingshouxingyedezhuanzheqi。

jiupangdonglaitidaodexuexiduixianglaikan：

● shanmuhuiyuanshangdiandezhuyaoteseshi“liangdazhiyou”，tongshihaiyouzhechayihua、gaoduanhuadefuwutiyan；

● costcozepingjieyangedeshangpintiaoxuanjizhi，zou“dimaoli、gaozhouzhuan”luxian，yingdeleshichangdexinlai;

● erdeguodeaerdiyiqigaoxiaodeyunyingmoshihejingjiandeshangpinjiegouwenming，youxiaokongzhilechengben，tigaolexiaolv。

zheisanjiaqiyegejutese，dangongtongdianzaiyujunnengzhunquebawoxiaofeizhexuqiu，tongguoyouhuashangpinjiegouhefuwutiyanbaochijingzhengyoushi。

ciwai，zaipangdonglaidemendianzhaopaishang，zhidexuexideqiyemingdanhaiyouyitengyanghuatang。shijinianqian，pangdonglaihaicengqianwangchengdouyitengyanghuatangzongbufangwen，houlaigengshibenfuyitengyanghuatangde“dabenying”ribenshiditanfang。

eryitengyanghuatangyifuwuzhucheng，“ranggukemeitianlaimendianshouhuogandong”shiqilingshoujingyinglinian。xianzaipangdonglaidehenduobianminfuwu，doushi“shicong”yitengyanghuatang。

zongdelaikan，pangdonglaisuanshixiqulezheisijiaqiyedehexinyoushi，bingzuolebentuhuagaizao，zuihouxingchenglezijidutedejingyingfengge。

erjinnianlai，chuantongshangchaodegongyingliantixideyoushibuzai，wanggou、jishilingshou、shequtuangoudengxinxingyetaiyejianshaolerenmenquxianxiachaoshigouwudexingqu。duozhongyinsuchixuleijiadeyalidaobichuantongshangchaoziwogaige。pangdonglaizuoweiyeneigongrenweigaigejiaoweichenggongdefanben，ziranchengweilexuexiduixiang。

zhishi，bingbushisuoyoushangchaodouyounenglihuozheyoubiyaoquchengwei“pangdonglai”。

《jiediancaijing》renwei，shouxian，pangdonglaideyoudiandequezhidexuexi，danpangdonglaizishenjinshiduojiamendian，daduojizhongzaixuchang，erguanli10duojiadiandefangshiweibishiheshubaijiashenzhishuqianjiamendianguimodelingshouqiye。

lirupangdonglaijiyixianyuangonggaoxinyitishengfuwu，zheiduiyuyongyoushangbaijiashenzhijinqiandianguimodeliansuoshangchaolaishuo，ruguoyixianyuangongdouyuyigaoxin，qiyechengbenshouxianjiuchengshoubuzhule。zheiyeshiweihexuduoqiyesuiranrenkeshenzhishiqukaochaxuexiguopangdonglaidejingyingmoshi，queyijiumeiyouranglizhishao50%jiyuangongdepolihegeju。    

shipinchanyefenxishizhudanpengrenwei，zhongguoshichangxuqiuduoyuan，difangtesexianming，henduosansixianchengshidouyouzijidequyulongtou，danyierxianchengshijingzhengfeichangjilie，zhenduiyiliangjiadiandediaogaichenggongyuguimoxingtuiguangwangwangbunengtongrieryu。

qici，zaigongyinglianfangmian，quyushangpinjuyouyizhixing，dankuaquyujiubutongle，haiyouyixieshangpinnanyikuaquyuliudong，quanguocangchudeguanliyehenfuza。zheixiedouweibishipangdonglaizheigequyulingshoushangkeyidiaogaijiejuede。

ciwai，pangdonglaizuodeshijingpinchaoshi，mianxiangzhonggaoduanxiaofeiqunti，erquanguoliansuoshangchaodemendiansuozaiquyuxiaofeinenglibuyiyang，bingfeisuoyoumendiandounengshiyongpangdonglaidemoshi。

kejian，pangdonglaimoshinanyifukedebeihou，jiyoujingyingliniandechayi，yeyoujingyingnandudebutong。jibianshiyeguofuzheiyangjilituichongpangdonglaimoshideqiyejia，qizhangqizhuiqiukuodaguimohekuaisuzengzhangdejingyinglinianyushijianyeshiyuyudonglaibutaiqihede。

yinci，ruguoxiangyaotupokunjing，shouxianyaoqingchuzishenshangchaoyounaxiebuketidaidetezheng，liruzhangjiudexiaofeixiguanjiachi、“disankongjian”dechangjingtiyan、qiangyinliudeshengxianbankuaideng。

zongzhi，zhongguoshitilingshoushangchaobuyinggaizhiyoupangdonglaizheiyizhongjiefa。chuantongshangchaoxuyaozhuanbianjingyingsiwei，xiangpangdonglai“qujing”，danyeyaozuochuyangzhangbiduandezhuanhua，zhaodaoyitiaogengjuzishentesededaolu。