wen | lingshoukexingqiu nicole

11yuedideyigegongzuoriwanshang8:30，hangzhoushizhongxinlvzhouhuayuanxiaoqudehemanbli，nannvlaoshaomenrenaodizaichuansuohetiaoxuandongxi，dianyuanmenzemangliudibanxiangbuhuoheyaohedangridedazheshucai，hongbei、roulei、liangyouhelingshi……

zheigeyigeduoyueqiangangkaiyedeshequpingjiachaoshi，yanranyishifujinzuirenaodexianxiadian。ciqian，zheilishiyijiahuarunwanjiachaoshi，“shangpinbianyihelijiajinhenzhongyao”，yiweidianyuangaosu「lingshoukexingqiu」。

zheizhongxinyidaidejinchanghuashequliansuochaoshidechuxian，wanmeiqihexingyeyanjiujigoudezuixinguancha。

kaiduxiaofeizhezhishu《2024shengxianxiaofeizheyanjiubaogao》xianshi，2024nian，xianxialingshouyezhongxinhuifuzengzhang，zhuyaotixianzaishequdianhebianlidiandengxiaoyetai，shengxianhekuaixiaopinleidouzaizheileiqudaotixianletongyangshangshengqushi。

12yuechudeyiciyanjiangzhong，nierseniqzhongguokehuchenggonglingshoufuzerenwanglingfenxi，“xiaoyetai”menshoudaoyanxiashichangdezhuipengyuanyujigeyuanyin。chengzhenhualvdetisheng，buduantuijinlingshouqudaojinchanghua。2023nian，zhongguochengzhenhualv66%，gaomiduzhuzhaiqudezengjiadailaigengduoshequxiaofeiliuliang。muqian，shequdianshuliangzhanquanguoxiandaiqudao52%，xiangbi2020nianzengjia6%。

ciwai，renkoujiegoudebianhua，zhongguolaolinghuazhengjinruzhongdujieduan。yougouwuzhequshidiaoyanbiaoming，50-59suishengxiangouwuzhezaixiaochaoshiheshenghuochaoshishentoulvchaoguoqitanianlingzu。erzaiyi、erxianchengshi，shenghuojiezoujiakuaiyechengweimendianjinchanghuadequdongzhiyi，xiaofeizheleyuqubianjie、shengshidegouwuqudao。erjiatingguimosuoxiao，yerangshequyetaikeyimanzurichangxuqiu。

suoyi，ninengkandao，wanshang8、9dianzhongdehemanbli，jiyouaiguangxianxiadian，liuwashunbianmaicaidelaorenmen，yeyouxiabanhoushunlubuchongjiyangdebailinghesaodanglingshijiuyindenianqingqinglvmen……

2024nian，shangchaoye，chuleshanmuweidaibiaodehuiyuandianjixugaogemengjin，daxingshangchaomaichangdiaogaijinruxingaochao，yonghui、bubugaodeng “panggai”huozigaidiedaizhongsushangpinzhiwai，jujiaoshequyirisancandeshequ“xiaochaoshi”kaishizhanlutoujiao，youqizaijiangzhehushichang。

zheiqizhong，jiyouxiangaldiaoleqizheiyangdekuaguolingshoushang，yeyoubentushangchao、dianshangjixinrujudequyulingshoushang。

01、社区小超市的崛起

“xiaoyetaichuangxinshijiexialaijujiaodezhongyaofangxiang”。

「lingshoukexingqiu」huoxi，weilai2niannei，huadongyijiashangchaolongtouqiyejihuazaiqiquyushichangkaichu200+jiaxiaoyetaishequchaoshi，yudachao、biaochaoduoyetaigouchenghubu。

congzheige“xiaochaoshi”deguihuakan，shenrushequ，kaojinxiaofeizhe，jingjianpinlei，qiangdiaoziyoupinpaihuodingzhishangpin，yijigaoxiaoyunying，shidianxingde“leiaoleqi”shequpingjiachaoshi。

aoleqishideguoshequpingjiachaoshilingshoujutou，meiguolingshoulianhehui(nrf）《2024nianduquanqiulingshou50qiang》bangdandisiming，muqianzaiquanqiuyou10000+mendian，paimingdiwudeshicostco。aoleqi2019nianruhuakaidian，5nianyizhijushoushanghai，jinkai60+jiadian，tongguo“chaozhi”xingjiabishangpin，qianghuaxianrou、niunaidengrichanggaopinshengxianpinlei，jinnian，aoleqide“pingjia”tesefeichangchuquan。

kaidushujuxianshi，guoquyinian，aoleqizaishanghaishichangshengxianxiaoshoueshixian38%deshuangweishuzengzhang。2024nianqian3gejidu，youjin1/4deshanghaijiatingdouquaoleqimaiguoshengxian。zheige“bujinbuman”damodeguojilingshoushang，yichengweiyigejiyouxingjiabi，youbushitesede“xiaochaoshi”xingyeyangben。

hemaqixiadehemanb，jinnianyezaijijikaidian。jinnian3yue，hemaxinceoyanxiaoleishangrenhou，jinshenfanghuankuozhangsudu，jiang2025niancainiankaidianmubiaocongyuanjihua500jiadiaozhengzhi300jia，xiandingzaishanghaizhoubianjiangzhediqu。

“jihukaiyigehuoyige”，yigelingshoumeitirenpingjia，zaishanghaizhiwai、hangzhou、fuyangdengdi，hemadepinpaibeishu，ranghemanbyikaiqilai，jiuchengweishequremenchaoshi。youzhiqingrenshirenwei，shangshuyaojinjunxiaoyetaidequyulingshoushang，mouzhongchengduyeshijujihemanbzaidangdidekuaisushentou。

qunian12yue，shengxiandianshangdingdongmaicairuju，kaichudingdongaolai，muqianzaishanghaiyou3jia，wuxi1jia，zaidazhongdianpingshang，wuxidangdirendui“dingdongaolai”dedianxingyinxiangshi，shengxiandoushibiaozhunhuabaozhuang，“hedapinpaidingzhideshangpinxingjiabihengao”。qijin，dingdongaolaihaimeipilugengduoxindianjihua。

zairenkoujiegoubianhuahexiaofeiqushijisubianqiandeshichang，danghenduodashangchaomenhaizaimiwangzhongdiaozheng，“xiaochaoshi”chenglexianxiaweishubuduojijikuozhangdexinyetai。

02、这一波“小超市”有大不同

shequpingjiaxiaochaoshi，zaiyeneibusuan“xinren”。

anhuihefei，2015nianchuangbandeshengxianchuanqi，dingweixiaoqumenkoudecaishichang，shiquyushichangtansuoshequshengxianpingjiachaoshidezaoqiwanjiazhiyi，damoziyoupinpaihegaoxiaolvyunying，jiezhi2023nianyizaihefeikaichu200yujiadian。

erzaishanghaishichang，20duonianlaichuxianhaojigeshequliansuochaoshi。2016nian10yue，deguorenphilipp spangenbergkaileyiaoleqiweiyangbandebiyide。danzheigecengnadaoshuyirongzi，yexinboboyaozai2025nianqianzaihuadongkai800jiadiandepinpai，2023nianditingye。

gengzaozhiqian，2002nianchenglidewuyuanzhekoudian，zuigaokaichu230+jiamendian；2003nian，xibanyazhuminglingshoushangkaidediyatiantian，2018nianbeisuningquanzishougou，qi300jiamijibushanghaizhuchengqudemendianzhuanxingchengsuningxiaodian……xianzai，douyinruchenyan。

dan，zheiyibodexinxing“xiaochaoshi”，yuchuantongshequxiaochaoshiyouhendabutong。

biaomianshang，doushibidongzheshangwanhuoshuqianpingmidedamaichanghechaoshimianjimingxianbianxiao，kaojinshequ。danbenzhishang，juefeiyuanlaishangchaodamaichangdexiaohaoban，qigongyinglian、yunyingmoshiheshangpindouyoujudachayi。

shangshuzaiquyushichangkaixiaoyetaichaoshidexiangmufuzerentanyan，xindexiaoyetaibutongzaiyu，“bayuanyouyishizhuxingdeshiqingzhongxinzuoyibian，jiguanzhushangpinpinzhihejiage，danchengbenhuijianban。”tigonggengdijiageshangpin，danbuzhuiqiudijia，gengxiwang“tongguoxinpeifang，xindeyinglifangshiweixiaofeizhetigonggengdidejiage”。

kaifachayihuashangpin、zuoziyoupinpaishangpinhejuyoujizhiyunyingxiaolv，shizheiyibo“xiaochaoshi”yaodazaodedianxingxinnengli。

dapochuantongdegongyinglianmoshishihexindechayihua。yaoshixianshangpinde“pingjia”，xuyaobuzuochuantongfenxiaomoshi，buyongzhangqimoshi，yongxianjinzhicaimaiduan，naluojia，yizizhudingjia。rangxiaofeizhenadaoshihui，yerang“xiaochaoshi”zaiguimoxiaoyingxia，tongguoshangpinlishixianzhengxunhuan。

zaibiru，jingjianshangpindenengli。shequshengxianchaoshishiyigejixuguimohua，yeyaobendihuadeshengyi。tongguozaiquyumijibudianzuodaoyidingguimo，haikaifapipeibendixiaofeizhegaofugoudeshangpin，shixiandadanpindeguimohua，zheixiedouxuyaodongchaqushi，tourudamodeshijianhetouru。

cangchuhuiyuandianyanjiuzhuanjiagujuanhuarenwei，“jingjianskushizuinande，kaoyanduixiaofeizhedongchadejingzhun，yijikaifadadanpindenengli。”

yiaoleqiweili，400-800pingmi，jinyou1800-2500sku，yunyinggaoxiao，tongguoshoumai90%yishangdeziyoupinpaishangpinshixianjizhixingjiabidechayihuashangpin。

yiweiaoleqihaiwaigaoguancengpilu，jinruxindehaiwaishichang，aoleqitongchanghua10-15niandamochanpin，goujianguimo，caikaishishouhuozhangqichenggong。tamenrenwei，duanqineimijikaidiandejudafengxianzaiyugongyinglian，jianjudutexingyuchuangxinxingdeziyoupinpaishangpindekaifayijigongyinglianhuoban，douxuyaoyitongbuchengzhang。

haiyou，chixuchuangxindenengli。yaomanzuxiaofeizhedui“xingjiabi”dexuqiu，shangpinbiaomiandedijiabeihou，shitiantiandichengben——zheigeyetaizuinandeshiqing。wuluncongmendianyunying，shangpinjiageshang，dichengbendouxuyaoqiyebuduanhuajinglijiansuoquanlianlu，caiqugezhongfangfajipaomo，chixuchuangxin。

yishanghaideaoleqiweili，jiezhijinnian8yuedi，biaojia9.9yuanhuoyixiadijiachanpinchao500ge，zhanzongshangpinshu1/4，zhichengpingjiabeihou，shiyigezhangqi、dongtaidejiangjiajizhi，quanliantiaochixusaomiaosuojianchengben，baokuoyouhuawuliujizhongpeisong，zaibaozhuangshangzuogailiangshejidengdeng。

biaomianshangde“xiao”，yijipingjiadechayihuashangpin，beihoushiyizhengtaoquanxingongyinglian、yunyingherencaizuzhili。

03、“小超市”的长期主义

zaishoudoujingmaodaxuejiaoshouchenlipingkanlai，“jingjizhouqi、renkoujiegou、xiaofeixingweigaibianshizheigexingyezuidicengdeluoji，dangluojizhengzaifashengjuliedebianhua，daozhizhenggexingyeweilaiyaofashengfeichangdadebianhua。”

laolinghua、shaozihuahexiaojiatingqushi，diejialejingjizhouqidailaidejingjifanghuan，renmenduixingjiabidegewaikanzhong，doujixinyetaidejueqidailaijihui。

“jingjifanghuandecunliangshichangbushihuaishichang”， zheiyeshibcgzixungongsiquanqiuhehuorenzhangyibojinnianyizhiqiangdiaodeguandian，“yanxiazhengshiyigejiazhilianhelinggongguanxizhongsu、xiaolvtishengheyetaichuangxindeguanjianshijianchuangkou。

zheigechuangkouzhong，yonghui、darunfadengdamaichangzaidiedaidiaogai，yeshi“xiaochaoshi”mendejihui，congshichangshentoushang，youzugouqianlikongjian；congweizhishang，fuhexiaofeizhegengjingengfangbiandexuqiu；congshangpinshang，gengmanzurenmendui“xingjiabi”hexinshenghuofangshidexuqiu。

youqizaiyixiexiachenshichang，chuantongxiaochaoshishengxianzhanbida，danmendianjingyingnenglicha，shengxianmaolidi。tongshi，zheixiemendianchangguishangpintongzhihuajingzhengjilie，maolidi，wanquanyikaobendijingxiaoshang，zheihuirangjuyouchayihuashangpinnenglidexinxing “xiaochaoshi”gengjujingzhengli。

erzheiyibo“xiaochaoshi”mentianranjuyoudezhekouhuamoshigengjuyoujudaqianlikongjian。2023nianzhongguozhekoulingshoushichangguimoyue1.79wanyiyuan，yuezhanshehuilingshouzonge3.8%。erjuniersenshuju，deguozhekoudianshichangfenegaodajin35%，qizhongaldiyuezhan8%，lidldezhanbi12%。

jihuihenda，danchijiudedingligengzhongyao。shichangpaochulaidepinpai，wulunguoneidepangdonglai，deguoaoleqi，haishimeiguocostco、shanmu，doujingguoshushinian、shenzhishangbainiandamojirouhejibengong、wenhua，caipaorudingjilingshouwanjiajuesaiquan，beixingyeguangweixiaofanghexuexi。

yihuiyuandianweili，zheijinianzhishoukere，danshanmu1996nianjiujinruzhongguoshichang，jingli20duoniandepaihuaihejiannandamocaijinrugaogemengjindeshouhuoqi。aoleqi5niankai60+jiadian，jiangziyoupinpaishangpintishengdao90%，jujiaoquyushichang，bujiyumaojinkuozhang，hetasuojinrudeqitahaiwaishichangyiyang，dagailvhuiyong10-15nianjidian，goujianweilaijiasukuozhanghezhuanqiandegongyinglian。

youzhiqingrenshitoulu，jinnianxiabannianlaihuadeaoleqizongburenyuanduizhongguoshichangdeyaoqiushi，jixudamoziyoupinpaishangpin，yubendilaozihaopinpaizuohaolianjie。

xunjihuiyuandianzaizhongguofazhandejiezouhuifaxian，yanxiazhengshixinxing “xiaochaoshi”mendeqibuqi，aoleqidezhongguoxuetumen，zaixiaofangqiyetaidetongshi，gengxukandaoqizhangqidingli，zunzhongshijianhezunzhongjingying，jujiaoxifenshichanghexifenrenqun，hangshituandui、wenhua，youqishiyugongyingshangmenjinmihezuohegongtongchengzhang。

“xiaochaoshi”，shihenyouqianlideweilaixinxing。