文｜新熵 江蓠

编辑 | 龙葵

zaijinglileduocizhanlvediaozhengbingyanzhengchengxiaohou，douyindianshangrengzaixiangqianzhaolu。

zuijin，douyindianshangchuanchujinxinglexinyilundediaozheng，xingyeyunyingazuyubzujiangyouyuanlaidebzufuzerenzhaoruitongyiguanli，xiangdouyindianshangzongcaiweiwenwenhuibao。

julejie，douyindianshangxingyeyunyinga、bzudehuafenkaishiyu2023nianzhongxundediaozheng。bishi，douyindianshangbayuanyoudeshiyugexingyeyunyingzuheshangjiafazhanzhongxindasan，jiangpinpaishangjiahuafenzaiazu；zhongxiaoshangjia、baipaishangjiajichanyedaishangjiazuchengweibzu。

huafena、bzuhou，meizuzaigenjugeziqingkuang，xifenchengbutongdexingyezuozhenduixingyunying。azuzhuyaokaohegmv，bzugengkanzhongdingdanliang。

ziqunianfengxingdijiacelveyilai，bzuzhaoruihuixiadezhongxiao、baipaishangjiachengweidouyindianshangzhuzhuadezhongdian。erzaijinnianpingtaigmvzengsufanghuandeyalixia，douyindianshangjianga、bzushoulongguiyutongyirenguanli，zaiyouhuayunyingxiaolvdetongshi，huoxuyeyouruohuadijiacelvehou，xunzhaojiagejingzhenglihegmvzengzhangzhijianpinghengdiandekaoliang。

zhengrudouyinyu2022niantichu“quanyuxingqudianshang”degainian，wanwuhulianshidai，zhizuoneironghuozhizuohuojiajunyoujuxianxing，tongyangde，zhizhongdijiahuokehushigmvyefeizhangjiuzhiji。

kexiangerzhi，zaidianshanghonghaijingzhengriqujiliedebeijingxia，pingtaizhijiandejiagebipinhuoxujiangzhangqicunzai，qianyoutaotian、jingdong、pinduoduochuantonghuojiadianshangdiyunfenghou，houyoukuaishoudianshang、weixinxiaodiandengxinxingshililaishixiongxiong，douyindianshangjinguanzuoyongchao6yirihuoyonghu，danyaliconglaibuxiao。

ruhezaijiagejingzhengchangtaihuabeijingxiaxunzhaopuhuipingtai、shangjia、yonghudepinghengzhishu？douyindianshanghuoxuhaiyouhenzhangdetansuozhiluyaozou。

低价策略下，厚B薄A

zaiqunianhuafena、bzuzhiqian，douyindianshangzhianxingyehuafenshangjia，dapinpaihexiaopinpaitongguiyutongyixingyeyunyingzuguanli，caiyongtongyidegmvkaohebiaozhun。

zheiyihuafenjieguo，daozhiyunyingrenyuanhenduoshihouweizhuiqiugenggaogmv，erbaduoshujinglifangzaidapinpaishang，congerhulvelezhongxiaopinpaijibaipaishangpindefazhan。

weigaishanzheiyizhuangkuang，douyindianshangchenglileshangjiafazhanzhongxin，jiangrijungmvxiaoyu3wandeshangjiahuazhiqizhong。danyouyubutongxingyezhijianjiage、xiaoliangdengfangmianchayijuda，zairichangyunyingzhongnanmianyoushigongyun。

yucitongshi，chuantonghuojiadianshangdejiageneijuanyeyufajilie。

suizhepinduoduoyidijiabiaoqianhengkongchushi，dianshangpingtaizhijiandedijiajingzhengyiqubairehua，youmingmufanduodegouwujie，yanbianweiquanniangaoqiangdudejiageaozhan。

2023nian3yue，taotianjituantichu“wuxingjiageli”pingjiatixi，bingzaidangniandeshuang11dacuqijianjiangdijiatishengweisuoyoubumenzuizhongyaodekaohezhibiao。

erliuqiangdongzaoyizai2022niandi，quedingba“dijiazhanlve”zuoweijingdonglingshouweilaisannianzuizhongyaodezhanlve。

weizaiyuefayongjidedianshanghonghaizhongzhanwenjiaogen，genjindijiacelve，wuyishidouyindianshangbishidebiyouzhilu。weici，yupinpaishangjiaxiangbi，gengjujiageyoushidezhongxiaojibaipaishangjiachengweiguanzhudezhongdian。

zaiyijiageliweiyouxianjidezhanlvebeijingxia，zhongxiaoshangjiachengweipingtaibizhengdeziyuan。2024nian，douyindianshangchixutuichuxiadiaobaozhengjin、riyongbaihuopinleijiangyong、shuiguoshengxianpinleimianyong、jiangyunfeixian、xinshangjiashouyuemianyongdengyixiliehuishangcuoshi，yixiyinshangjiaruzhu。

shujuxianshi，guoquyinian，xinruzhudouyindianshangdezhongxiaoshangjiashuliangtongbitisheng83%；gangguoqudeshuang11dacuzhong，shoucicanyudezhongxiaoshangjiashuliangjiaoquniantongbizengzhang33%，rijunxiaoshouehuanbizengzhang45%。

dandijiacelvezaochengdegmvzengsufanghuan，poshipingtaikaishishenshigmvhedingdanliangdeyouxianji。

ju《wandianlatepost》baodao，jinnianyi、eryuedouyindianshanggongshixianjin5000yiyuangmv，leijitongbizengsuchao60%，daosanyue，douyindianshangshoucichuxianletongbizengsuxiahuazhi40%yixia，erjiduhouzengsujinyibudiezhi30%yinei。

jiyuci，douyindianshangxiabannianyidiaozhenglejingyingmubiaoyouxianji，zhongdianzhuiqiugmvzengzhang。

白牌上位，难掩困境

douyindianshangduizhongxiaoshangjiadecezhong，cuishengleyipibaipaishangjiaxunsujueqi。

36keyuanyinyiweijiejindouyindianshangderenshicheng，jinliangnianshijianli，bzuyoubushaozhongxiaoshangjiachengzhangzhuangda，kenengyibushiyongyuyuanlaideguanlibiaozhun。

zhongxiaoshangjiadefazhanzhuangda，jiuqiyuanyinhuoxuzaiyuxiaofeizhexinlidebianhua。《2024nianzhongxiaofeiqushiguanchabaogao》xianshi，zaichanpinzhilianghegongnengchayibudadeqingkuangxia，57.2%dexiaofeizhegengqingxiangyuxuanzepingtishangpin。

zaicibeijingxia，yixiepojuxingjiabidebaipaishangpindeyixunmengfazhan。

yimeizhuangchanpinweili，qingyanqingbaoshujuxianshi，2024nianshangbanniandouyinmeizhuangtop20bangdanzhong，chenglibudaoyiniandewenboshi，yi788%degmvtongbizengsushoucijinrubangdan，chengweizengsuzuikuaidepinpai。gaipinpaishangbanniangmvwei6.67yiyuan，gaoyuolay、maogepingdengzhimingpinpai。

图/青眼情报

2023nianchenglidejiaorunquanzeyi626%dezengsupaimingdi7，gmvgengshipaizaizirantang、oushiman、huaxizidengpinpaizhiqian。erwenboshiyi50yuanyineidekedanjiajiageyoushituchu，erjiaorunquanzeyinshendubangdingdouyin“yige”xiaoyanggeerxunsujueqi。

dijiacelveyindaoxia，“pingti”menguafenlebushaopinpaishangjiadekeliu，erzaigmvxunmengzengzhangdetongshi，xiaofeizheduiwenboshi、jiaorunquandechengfen、xiaoguodezhiyiquecongweijianduan。

zheiyecongcemianfanyingle，jiagezhishangcelvexiadechanpinzhiliangyinyou。

zaibufenbaipaijueqidetongshi，douyinpingtaiyebudebumianduipinpaishangjiahuoquanliushidewenti。erbaokuopinpaishangjiazaineidedouyindianshangshengtaicanyuzhemen，zegongtongmianlinzheshourukunjing。

jinnian618zhiqian，zaidouyinkaidianchao5niandenvzhuangtoubushangjia“luolamima”xuanbutingbobidian。erzheijiayongyouchao500wanfensi、yiniandexiaoshouedashijiyiyuandenvzhuangshangjiazhishang，beihouyuanyinwuwaihugaoangdetouliufeiyong、gaotuihuolv、dijiajingzhengdeng。

yiweizaidouyindianshangpingtaijingyingnvzhuangdianpudeshangjiacheng，yunfeixianjizhixia，shangpintuihuolvxiangduijiaogao，qizhongyouyinvzhuangleimugengshen。tagaosu「xinshang」,zijijingyingdenvzhuangdianpuyouwendingdegongchanghuoyuan，chengbenxiangduibugao，danmeiyuegaoda60%zuoyoudetuihuolvhaishirangqikubukanyan。

jinqi，mingchuangyoupinchuangshirenyeguofuzaipengyouquandianpingdouyindianshanghuanjingehua，bingcheng“zijiequnian2wanyidegmvqueshoule4000yideguanggaofei”yinfashichangreyi。

jinguanshangshuyanlunzaodouyinfuzongcaililiangxianshenshuofapiyao，danyouciyanlunyinfadetaolunredu，yekeyikuidouyindianshangpingtaineishangjiadekunjing。

GMV重回优先级，仍需求变

shishishang，douyinzaijinnian7yue，yijingmingquejianggmvzhongxinfanghuidiyiyouxianji，quanlizhuiqiuchengjiaoedezengzhang，jiageliyibuzaishishouyaozhuiqiudemubiao。erzaigmvzhonghuizengzhangguidaozhiqian，douyindianshanghaixuyaochuliciqiandijiacelveyanshengerlaideyiliuwenti。

cengrezhongyuzaidouyingoumaizhubaodeqingqinggaosu「xinshang」，zaidouyinfengxingdijiacelvezhiqian，tacengzaizhibojianduocigoumaizhubao。tacheng，bozhuzhibojiandaihuojilezijixindedapeilinggan，ergoumaidaohuohoufaxianzhubaoxingjiabiwangwangdouhengao。

danzaidijiacelvezaipingtaineibudaxingqidaohou，qingqingfaxianzijihennanzaipingtaizhongmaidaoxinyidezhubaole。“jinnianxianhouzaizhibojianmaigoumaicaisebaoshiheaobai，jiagequeshibianyi，danchanpinhezhibojianzhanshidewanquanbutong”。

qingqingrenwei，ciqiandouyinpingtaizhubaoduoyongyouzhijianzhengshu，zheiranggoumaifeibiaopinbiandegengweikexinhejiandan，dandaliangzhongxiaoshangjia、baipaishangjiaruzhuhouyigemingxiandebutongshi，jinguanzhuborengxuanchengchanpinyongyouzhijianzhengshu，danzijiduiciyijingbubaoyoutaiduoxinren。

youdianjimian，pingtaidedijiacelveheduizhongxiaoshangjiadefuchi，duixiaofeizhexinrenzaochengleyingxiang，erxinrenyidanbengtabianhennanzhongjian。

erruohuadijiacelve、diyiyouxianjizhonghuigmvhou，duiyudouyindianshanglaishuo，zhongxinsikaopinpaishangjiayuzhongxiaoshangjiadefuchiquanzhong，queshishibiyaozhiju。

yifangmian，xiangjiaoyuzhongxiaoshangjiajibaipaishangjia，pinpaishangjiadechanpinpinzhimingxiangenggaogengwending；lingyifangmian，jinguandouyinguanfangmingquebiaoshia、bzubuhuihebing，danzhaoruitongyiguanlixiadea、bzu，tongchouguihuawuyihuigengweibianli。

erzaizhongxinzhongshigmvhoudeyidamingxianbianhuazhiyi，shipingtairuohuaciqiantuichudebijiacelve。

yiweijiejindouyindianshangderenshizaimeitibaodaozhongcheng，muqianpingtainei“biaozhunpinhaiyaobijia，feibiaopinyijingruohuabijiale”。erqianduanshijiankaishi，bufenbeiguirufeibiaoleimudenvzhuangshangjia，zaihoutaiyijingkanbudao“quanwangdijia”dengjiagebiaoqianle。

henmingxian，xuqiuceheshangjiaceduiyupingtaidecelvediaozhengfanyingpoweimingan。

zhaoruitongguana、bliangzuzhihou，jiangruhexunzhaopinpaishangjiayuzhongxiaoshangjia、jiageyugmvzhijiandepinghengdian，shangdaishijianyanzheng。dankeyikendingdeshi，shouwocelvediaozhengdetianping，zhaoruimianlindeyalibingbuxiao。