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riqian，meituanjiaochuleyifenbucuodedajuan：yingshoutongbizengzhang22.4%zhi936yiyuan，nianjiaoyiyonghushu、nianhuoyueshanghushujiyonghunianjunxiaofeipincijunshixianbucuodezengzhang。

xinyewukuisuntongbishouzhai79.9%zhihou，lirunbiaoyehaokanleqilai。

danyejizhiwai，meituanhaiyouqitakanzhongdedifang。zuixindeyejijiaoliuhuishang，meituanguanlicenghuidale6gewenti，4gecuedaoleshengtaijianshe。qizhong，“shengtaixitong”yicichuxianle8ci，“jiankang”chuxianle11ci。

chaijiemeituanzuixincaibaohegexiangdongzuofaxian，weileshiyingdahuanjingdebianhua，meituanzhengshenduzhadaochanyelianli，fanbushanghudengshengtaihuobanmen，tongshixiachen、chuhai，xunqiuxindezengzhangjihui。

zheixiejihuadoubushiyicuerjiude，xuyaoshijian、jinqianhejinglidetouzhucaiyoukenengshixian，zheiyerangmeituanbudebubaoshouqilai。

一、平价消费愈演愈烈，共赢成第一要务

meituandeshengtaijianshe，jibendouweiraoruhejishangjiatigong“gengduodeliuliang、gengdidechengben”zhankai。

jinnianqiongguitaocandefeng，chuibianlecanyinyedejiaojiaoluoluo，zuixianguaqilaideshibendishenghuopingtai。dakaimeituan、douyindeng，huikandaobushao“9.9yuantaocan”“39.9yuan2-3rencan”dengdijiataocan。

ershangjiaduizheiyifengchaoyeshi“dabuguojiujiaru”。jinliangnian，canyinxinkaimendiandafuzengjiadaozhigongjiguosheng，dandiankeliufenliuyanzhong，shangjiabudebu“yongbao”dijialaizhaolanxiaofeizhe。ruxiatu，haidilao、jiumaojiumendekedanjiapubianxiahua。

mianduizheiyangdejumian，gepingtaimenguoquyiweijingzhengdedafa，yijing“buheshiyi”。bijingshangjiarizinanguo，jiuhuixiangbanfajiangdichengben，daozhicanpinzhiliangmeibaozheng，zuizhongyouxiaofeizhemaidan。

errenheyetaixiangyaozhangqifazhan，yidingshiduofanggongyingdejieguo。weici，meituanzuochulegaibian，biru，zhenduiyitangshiweizhudegaokedanjiashangjia，yunyongdashujubangqixuanzeheceshigengshihewaimaidechanpin。

keyikandao，jinnianqiansanjidu，kedanjiazai100yuanyishangcantingdekeliuliang，jihu“duanyashi”xiajiang。

guoquzheixiecantingyinweiguogui、caipinbushihedengyuanyin，waimaiqudaohennandakai。yihaidilaoweili，guangguodijiu80yuanzuoyou，genbenbushidagongrenchengshoudeqidewucan。

danrujinzheixieshangjia，henduodouzaimeituanshangtuichule20-50yuandanrenwaimaican，xiaofeizhehua40yuanjiukeyichidaohaidilaodeniuroumaocaitaocan。

yougangshichacantingfanying：luxuzaimeituanshangjia5-6kuandanrenwaimaican，xianzaiwaimaiqudaozhanbiyijingdadao35%zuoyou。

qiezhenduizheizhongtaocan，meituanwaimaizhiboqudaoshenqiangshouzhujianxingchengyitaodafenjizhi，keduipinpaijijiangshangxiandechanpinchenggonglvjinxingyuce，nengmaibaodecaihuijianyishang。

buzhituipin，weiraozhuanyingwaimaidepinpaiweixingdian，pingtaihuigenjuzhouweixiaofeizhedehuaxiangyijiwaibujingzhengqingkuang，tuijiandianmianxuanzhiyijiduiyingcaipin。biru，zhoubianbailingjuduo，jiuzhutuikedanjiagenggaodegongzuocan；daxuexiaoyuanfujin，jiuzhutuipingjiataocan。

zheiyangyilai，pinpaishangjiakeyilinghuotuichugeleiwaimaitaocan，tuozhanxinkequn。ru“zuideyi”jinqitidao：pinpaiweixingdianxinkeshenzhikeyizuodao90-95%。

zhenduibutongshangjiatuichuxinpintuozhanxinquntizhiwai，yewuxietong、kuapinleiyinliuyejinluomigu。

keyikandao，yiwangzhinengzaiwaimaishangshiyongde“shenhuiyuan”，yikuozhanzhidaodiandengduogehexinpinlei，bingzaiquanguofanweineituiguang。

zuixinyejijiaoliuhuitidao：baomingcanyushenhuiyuandedaodianjiulvshangjiazhanbiyijingchaoguo50%，shiyongshenquanxiadandebiliyezhubutigao，huoquxinyonghu、jihuofeihuoyueyonghu、tishengjiaoyipinlvxiaoguoxianzhu。

erqihaizaijinyibutansuogengduojiaochaxiaoshoudefangshi。biru，jinnian9yuezaimeituanshangoumaiiphone16xinpin，kehuode16geyueshenhuiyuanquanyi。

qiechuleyinliu，shenhuiyuanjinqihaishengjilexinwanfa，yiqiandoushiyizhangpengyizhang，xianzaiyizhangkeyipengchuduozhang，jinyibutigaolefugoulv。

buguo，liulianglaiyuanbianduogurankexi，danruguode“dachuxue”，kejiubuxiangle。meituanxianranyeyishidaolezheiyidian，jinnian11yue，waimaibankuaideyingxiaogongjuzhengtishengji。

biru，quxiaoshanghaiyedianwangshangjialiebiaozhong“manjian”dengyouhuizhanshibiaoqian，zengjia“suijiyonghupingjia”dengfanyingxiaofeizherenkedudebiaoqian。zheiyiweizhe，shanghaiyedianwangbuzaizhishishangjiamailiulecaituijian，zhiyaopinzhihaoyehuibeitui。

ciwai，canyinyeyizhidouyoudesandagudingchengben——zujin、renyuan、yuancailiao，xianzaiyezhangdelihai，shangjiamenkubukanyan。erpinpaiweixingdiankeyizhenxuanzuijiaweizhi，jiangdifangzu。

zonghelaikan，meituanjinyibujingxihualeduishangjiayewudeyunyingfuchi。erzheikenengzhishikaishi，guanlicengzaizuixinyejihuishangbiaoshi：“goujianjiankangqiehulideshengtaixitongxuyaoshijian，womenjiangjinyibujiadazhichi，bangzhushanghugenghaodiyingduijutidezengzhangtiaozhan。”

zheiyeduimeituandejingyingnengli，tichulegenggaodeyaoqiu。

二、在增长中，精打细算过日子

“youxiankaolvdingdanliangheyonghujichudezengzhang，erbushilirunlvzengzhang。”sanjiduyejihuishang，meituanguanlicengdeyijuhua，rangshichanggangfangxiadexinyoutileqilai。

callbackzhiyinbujiyuqi，gengshijinyibufangdalekonghuangqingxu：2024nianlirunzengsuhuichengya，2025q1shangouyaodingzhekuisunjinxingpinpaitouru。

shishishang，meituanderiziqueshibuqingsong。

hexinjibenpanwaimaiyewu，shoudangxiadahuanjingjizishenfazhanjieduanyingxiang，bukebimiandijinruledisuzengzhangshidai。daodianyewushang，gendouyindezhanshisuigaoyiduanluo，danjiexialaiqianjindemeiyibu，nanduzhishuyeshichengbeizengzhang。

meituanbixuyaokaishixunqiuxindezengzhangle。

ergenjucaibao，meituanshangoudingdanzengsuyilianxuduogejidubaochigaozengzhang，jujigoucesuan，2024q3shangourijundanliangyitupoqianwandan。

zheibeihou，shilandeguangjieyoubuxiangdengmaogoupindenianqingrenmen，kaishiyongruwaimaipingtaimaishouji、maibeizi、mailunyi……shujuxianshi，jishilingshouxiaofeizhezairichangbuhuo、shengshishenglidengfangmiandexuqiu，yixianzhugaoyumaiyaodengjujiayingji。

meituanyejihuiyetidao，“jishilingshoujiangzhandaozhenggedianshangshichang10%yishangdefene”。

weilezhuazhuzheilunhongli，meituanzai1wanduojiabianlidianshandiancangjichushang，luxukaishele2wanjiachuileicang——guoquxianxiashangchaohebianlidianskuyouxian，youzuobudao24xiaoshiyingye，chuileicangbujinkeyisuishidaiming，hainengfugaichongwuyongpin、meizhuangdengriyonggaomaolishangpin。

ciwai，qihaiyumingchuangyoupin、quchenshidengpinpailingshoushanglianhekaicang，danbushi“wunao”lianhe，birumeituanfaxianmoudichanshiguanfenbumiji，jiuhuirangshangjiaduoshangjiachongwuyongpin。

zheirangmeituanshangoudeshangpin，gengnengchuozhongxiaofeizhedexinba，jupilu，qiyou30%dechanpinshizaixiandujiachanpin。

chuleshangou，zaibutongshichangshang，meituanyeshituxunzhaogengduojinggengxizuodekongjian。

naichayaohedapaizi、huoguotiaoshicaiguide……zaidachengshicanyinjiaojinnaozhidouxiyinbudaoshikezhiji，xiachenshichangqueyanhuoqishizu。

shujuxianshi，2024nianyixianchengshicanyinmendianjianshaole5.5%，ersanzhiwuxianchengshiqiahaozengzhangle5.4%，shouruguimoyeshinishizengzhang。

meituanbuzhuodaolezheidian，zhengtongguoyutimeihezuodengfangshi，duoqugengduoxiachenshichangdangao。danneilishishurenshichang，xiaofeizhexiaguanziwangwangzhibenlaodian，dianwaimaidepinlvyedi。

jiyuci，meituanyezaimiaozhunhaiwaishichangdejihui。

keeta 9yuedenglushate，10yuezhongxunjiubeipunaxialedangdiwaimaishichang10%defene，erqieshizaihaiwanliuguowaimaiyonghushentoulvjiejin50%，jinhuyuguoneishuipingdejingzhenghuanjingxia。

nengrucishirupozhu，chulemeituanbenshenshanyudazhang，haizaiyushatewaimaixiaofeizhedexuqiubingmeiyoudedaomanzu。

biru，shatelupaibugouwanshan，peisongshichangzhongjiejin40%youcantingzixingpeisong，dianwaimaiyaofanfuyupeisongyuantongdianzhilubushuo，peisongfeihaidongzheshijiershiliyaer（30yuanzuoyou），meiyoujigerencoudan，genbenmeiyouxiadandeyongqi。

zheijiuweimeituantigonglejihui，keetajiangguonei“mianpeisongfei、wandaobipei”dengfuwufuzhidaoshate，tongshitigonggexinghuaxuanze，ruzhenduishaterenaijiquanjiadianwaimaidexiguan，tuichuyouhuitaocanbankuai。

zaishangjiaduan，yeshixianzhaomushangjiazaizhengshijinjun。danyaochongzuxia，kuozhangsuduzirangengkuai。

erzaibotaoxiongyongdechuhaishidai，yuezaoqihang，taodaojinzidegailvyeyueda。

yishateweili，bentuwaimaipingtaijahezpingjunmeigeyonghumeiyueyou5fendingdan，pingjunkedanjiawei16meiyuan，ermeituan2023nianzhiyou7meiyuan。genjujigoucesuan，2030nianshatewaimaijuheshichangguimojiangdadao370yiliyaer，jiejinmeituanqunianwaimaishourude9cheng。

meituanguanlicengyezaiq3yejihuishangbiaotai：“weilaijinianhuizhububakeetatuozhandaoqitahaiwanguojia”。

小结

2017niandeceofenghuishang，wangxingbiaoshi：“hulianwangchuangyexiabanchang，zuijidongrenxindesangefangxiangshishangtian（gaokeji）、rudi（gaizaoxingye）、quanqiuhua。”

shizhijinri，zheisihuchenglemeituandezhujiao。jinyinianlai，meituanyibuzaijinxianyuzuolianjiezhe，ershigengzhongdicanyudaobduanshangjia，chuangzaoxindejiazhi。

xianran，zaixiabanchangzhanshili，meituangengzaiyideshizoudegengwen、gengyuan。