wen | tianxiawangshang wangzhuolin

zaijinnianshuang11gouwuqingdanzhong，suyangdiyicijiagoule“xiwanningzhu”，yizhongdapeixiwanjishiyongdehaocai。“xiwanjizhenshitishengxingfugandeshenqi，diuyikeningzhujiunengbawanxiganjingle。”

jinnianlai，suizhe“lanrenjingji”xingqi，xiwanjijinrugengduojiating，daidonglexiwanjihaocaidexiaoshouzengzhang。xiangguanleimushangjiabiaoshi，shuang11xiaoliangtongbizengzhangjin50%，fugoulvyedadaole50%。

zuoweibangdingxiwanjidebibeichanpin，xiwanjihaocaidexiaofeichengxianchuliangdatedian：yishifugoulvgao，dunhuoxingzhiqiang，qieyouyidingdepinpaizhongchengdu，xiaofeizheqingxiangzaiyigepinpaixiamaiqixiwanjisuoxuyaodequanbuhaocai；ershipinleikaishigenjuguoneixiaofeizhedeshijixuqiu，laichuangxinchanpindexingtaihegongneng，birusuyanggoumaidexiwanningzhujiushiyizhongfuhegongnengdexiwanji，jianjuxiwan、piaoxi、qingjiexiangtidengduozhonggongneng。

taotianjituanjiaqingxingyezongjingligutangzaijieshou《tianxiawangshang》zhuanfangshicengtidao，jinnianshuang11jiaqingxingyexiaofeiqushizhong，xiaofeizhehuiduijingzhuanxifenchangjingjinjiechangxindunhuo。qizhong，xiwanjihaocaijiushuyuzhuanquzhuanyongxingdedunhuo，chengxianchuyiboxiaolianggaofeng。

双11同比增长近50%

suyangjiashizaijiufanggaizaozhong，teyizaichufangliyuliuchulezugoudekongjian，saixialeyitaiqianrushixiwanji。“zhongyunengjiefangshuangshou，duoxieshijianpeipeijiarenle。”

diyicizaishejiaopingtaishangsousuo“xiwanjihaocai”deshihou，takandenaodaiwengwengde，xiwanyan、xiwanfen、xiwankuai、piaoxijidengdeng，pinleifanduo，chadianbatajiquantuile。

duiyuxinshoulaishuo，xiwanji“zhoubian”youyidingdexuangoumenjian，womenbufangcankaojiatingpujilvyijingchaoguo96%dexiyiji，dabufenxiaofeizheduiyuxiyifen、xiyiye、roushunji、xiaoduji、guntongqingjiejidengxiangguanchanpinderenzhiduyijingpogao。

xiwanjiyeleisi。jichuchanpinbaokuoxiwanfen、xiwanyehuoxiwankuaidoushiyongyuquwude，xiwanyanyongyuruanhuashuizhi，piaoxijiyongyuquchushuizi，haiyoujitiqingjiejiyonglaiqingjiexiwanjineibuhuanjing。qizhong，shiyongpinlvzuigaodeshixiwanfenhuoxiwanye，xuyaomeicijiazhu，genjuqingxicanjudeshuliangjinxingzengjian，qitapinleizekeyiyicijiazhu，duocishiyong。meizhonghaocaidoushi“gesiqizhi”，jiehezaiyiqicainengbawanxiganjingdetongshi，yanzhangshebeishiyongshouming。

lvqinglezheixiexinxichazhihou，suyangguoduanxuanzelexinxingxiwanjihaocai“xiwanningzhu”。“xiangxiyiningzhuyiyang，jihubadaduoshugongnengdoujizhongzaiyikeningzhulile。”shejiaomeitishangyoushenghuobozhuzuoguocesuan，shimianshangbutongpinpaidexiwanningzhu，ruliangdie、shuiweishi、baojie、libaideng，dankejiagecong1.1yuandao3.8yuanbudeng。

guoneijiatinghuanjingqingjiepinpai“shuiweishi”（you“shuiweishi”gengming）chengliyu2018nian，muqiannianxiaoshouechao10yiyuan，pinleibaokuoxiwanqingjie、jiajuqingjie、yiwuqingjieheshijin，qizhongxiwanqingjiechanpinzhandaozhengtixiaoshouede30%zuoyou。

shuiweishicmo ericjieshao，xiwanjihaocaishishuiweishidiyigetouruyanfadepinlei。tuanduizhiqianyuxiwanjizhizaoshangyouhezuo，faxianxiaofeizhefankui“wankuaixibuganjing”，danxiwanjizhiliangbingmeiyouwenti。zuihoufaxian，wentichuzaizhongguodepengrenfangshishang。

zhongshipengrenheyinshixiguandouyuxifangyousuobutong，caipinjingguojianchaoyouzhazhihou，canliudeyouwuhecanzhafuzaduoyang。erxiwanjishigebolaipin，shimianshangdexiwanjihaocaidaduoyeshicanzhaoguowaibiaozhun，bingbushiheguoneishichang，yushituanduitouruziyuanzuoleyanfa，bingzaizheixingzhalegen。

shuiweishikaifaxiwanningzhu，yeshiyinweijingzhunbuzhuodaoleyonghuxuqiu。tongguojishushouduan，xiwanningzhubaohanleyidingdexiwanfen、piaoxiji、jitiqingjiejideng。“xiaofeizhezhiqianyongxiwanfen，daodeliangbuhaobakong，ningzhuyongqilaibijiaofangbian，yikejiunengxiganjingyizhengxiangdewankuai。”

“muqian，shuiweishidexiwanjihaocaipinleimeinianzengzhangjiaoweipingwen，suduzai30%yishang，danfugoulvbijiaogao，you50%yishang。jinnianshuang11tongbizengzhangyeyoujin50%。qizhongshandianxiwanningzhushibaokuandadanpin。” ericshuo。

市场发展20年仍方兴未艾

pinleifazhanyouzengsu，qieshichangshentoulvshangyoujidadezengzhangkongjian。

chuangliyu1953niandedeguojiaqingpinpaifinishliangdie，shizhuanzhuyuxiwanjixidijishengchanhexiaoshoudequanqiutoubupinpai。zaozai20nianqian，xiwanjigangjinruzhongguoshichangshi，pinpaijiutongbukaishibujule，dangshi，xidijihaishigexiangdangxinxiandeshiwu。

“womengenzhejiaozaoyipixiwanjipinpaijinlai，dayuezhanjuleguoneiqichengdeshichangfene。keshixidijifazhandaoxianzai，yijiushifangxingweiaidezhuangtai。”liangdiezhongguodianshangfuzerenlujianshuo，“congpinpaidequanqiushichanglaikan，liangdiezaizhongguoshichangdexiaoshouepaimingshangweijinrupinpaiquanqiuqian10”。

jiuqiyuanyin，shiyuhaocaiqiangbangdingdexiwanji，zaoqizaizhongguo“shuitubufu”。

shangshiji80niandaimo，ximenzi、lgdengwaizipinpaijinruzhongguoshichangbujuxiwanji，queshizhongbuwenbuhuo，nanyifukechanpinzaihaiwaishichangrexiaodechangjing。

juzhongguojiayongdianqixiehuitongji，muqianzhongguoshichangdexiwanjipujilvwei3.5%，erzaibufenoumeiguojia，xiwanjipujilvnengdadao70%yishang，zaideguodeshentoulvshenzhichaoguo90%。

yifangmianshiqianrushixiwanjidejiagebijiaogao，jiashangzhongguofangdichanshichangfazhanfanghuan，naiyongpinjiadiandepujishoudaomingxianyingxiang，tongshichuantongzhuzhaidechufangtiaojianyouxian，kongjianbuzu、anzhuangyounandudeng，douchengweizuaixiwanjizoujinjiatingdekeguanyinsu；lingyifangmian，yongshouxiwandexiguangenshendigu，yaodiaozhengzheiyangdesiweidingshi，xuyaoshangjiatourugengduodejiaoyuchengbenhenaixin。

erqie，youdejiatingjishimailexiwanji，yehuiyinweijiatingjiegou、renzhichayiheshiyongxiguandengyinsu，jianshaoshebeishiyongpinci，jinerxuejianhaocaishiyong。

xiangjiaoyuouzhouyixiexiwanjishentoulvgaodeguojia，zhongguojiatingdepingjunrenshuyouzhemingxianchayi。jiezhi2024nian6yuedi，zhongguopingjunmeigejiatinghuderenkouwei2.62ren，zheijiudaozhimeicanyongwanliangshao，xiaofeizhejuedejiujizhiwan，shunshoujiuxile，jixixuqiubeijiangdi。henduolaonianrengengshirenweishouxigengganjing，jixifeishuiyoufeidian，shiyongxidijizhihouhaidanxinyoucanliudengdeng。

zheixieyinsuzhijiehuojianjiedaozhilexiwanjihaocaidexiaoshoufali，poyouzhong“pizhibucun，maojiangyanfu”dewunaigan。lujianrenwei，“weilai5nian，xiwanjihaocaipinleiyidinghuiyousuozengzhang，danshangbujubeibaofashizengzhangdetiaojian”。zhenggepinleiyinggaigongtongsikaoruhetongguochanpinchuangxinjiejueyonghudezhenshitongdian，baochizugoudenaixinhedingliquxunzhaotupodeliangji。

liru，pinleishangjialiantongxiwanjizuopinleijiaoyuhejichushentou，bangzhuxiaofeizheyangchengyizhongxingweixiguan，leisiyushiyongxiyijiyaojiaruxiyiyefuzhudeshenghuoxiguan。“zheishiyijianrenzhongdaoyuandegongzuo。”

依靠精细化运营找增量

jiangzheitaorenwuchaijiekailai，yijingyoubufenshangjiazhaodaolexindezengliangjihui。

jubuwanquantongji，beishangguangshendexiwanjishentoulvxiangduijiaogao，qizhongshanghaijiejin9%，shiquanguoxiwanjishentoulvzuigaodechengshi。shanghaidiqudexiaofeizheduixiwanjideshiyongxiguanchengshu，duihaocaiyeyouqingxiderenzhi，huigenjuchangjingxuqiu，goumaibutongguigedeshipeihaocai。

duiyuzheibufencunliangshichang，youdeshangjiaweiraoshenduyonghudexifentongdian，yanfaxinpinhuotuozhanpinlei。yiliangdieweili，qicelveshizaizhongguochengliyanfazhongxin，zuixinshangxianleyikuannengquchu72xiaoshiwanguwuzidexiwanningzhu。“yingduiyixiejiatinghuibawankuaijileidaoyidinglianghouzuotongyiqingxideqingkuang。”juduifangtoulu，zheikuanxiwanningzhuyiniannengmaichu3000duowanke。

jingxihuayingxiaoyechengweishangjiamendefalidianzhiyi。zhongguodiyufuyuanliaokuo，nanbeishuizhiyouchayi，beifangshuizhipianying，zaishiyongxiwanjideshihou，dapeixiwanyanshiyong，nenggenghaodiruanhuashuizhi，tigaoxiwanjidequwuli。jiyudashujudongcha，shangjiahuiduibutongdiyudeyonghuzuojingxihuayingxiao，tuijiangengweishipeidehaocaichanpin。

tongshi，haocaishangjiahaihuizoudaoshangyou，yuxiwanjishangjiazuolianheyanfa。youdexiaofeizhehuijuede，meicixiwandouyaotoufanghaocaizheijianshihenmafan，zheijiujichanyelianshangjiatichulexindetiaozhanhejihui。juxi，dangqianyiyouchangjiazaiyanfaxiangguandezidongxiwanjishu，youdeshangjiayekaifachulexiangyingdexiwanyechanpin，keyigenjuxidichengxulaizidongtoufang。

zhideguanzhudeshi，suizhexinxiaofeirenqunchengweixiaofeizhuli，youqishixinruibailing、xiaozhenqingnianrenqun，tamenduiyuxiwanjihehaocaiyoulegengquanmianderenzhi，qingxiangyuxuanzexiwanjilaijianqingjiawuyali，zhijiedaidonglechanyexiaofeizengzhang。

zaibentushichang，meide、haier、laoban、fangtaidengpinpaijiasuruju，chengweixiwanjizhizaoshang，haiyouxiaomizheiyangzhuzhongzhijiabidepinpaiyeqierushichang，yanfachunenggengjingzhunjizhongbentuxiaofeizhetongdiandechanpin。liruzaixiwanjizhongjiaruxiaodu、shajun、honggandenggongneng，tishenglechanpinxingjiabi，tuidongxiaofeizhezuogoumaijuece。

jugfkzhongyikangshujuxianshi，2005nian—2022nian，zhongguoxiwanjixiaoliangfuhezengzhanglvdadao24.3%，qizhong2014nian—2022nian，xingyefuhezengzhanglvdadao45.5%。kejianjin10nian，xiaofeizheduiyuxiwanjidejieshouduhegoumailidouzaitisheng。jiashangguojia“yijiuhuanxin”butiezhengcedenglihao，xiaofeixuqiujiangjinyibuyinglaishifang。

lujianshuo，anzhaooumeichengshushichangdefazhanjingyan，dangxiwanjishentoulvdadao20%，xiwanjishichangjiangjinrukuaisushangshengtongdao，xiwanjihaocaiyejiangyinglaibaofashizengzhang。neishihouchabuduomei5gejiatingjiuyou1gejiatinghuiyongxiwanjihaocai，quanmindeshiyongyishicaihuiqilai，zhenzhengxingchengyizhongshehuirenzhi。