文 | 商业范儿

2024nianxiabannianyilai，hulianwangshangguanyu“pinhaofan”degengyuelaiyueduole。

dangyourenzaihulianwangshangfachuchouxiangyanlunshi，qiyurenhuidiaokan“pinhaofanchiduole”；

youxidadebuhao，huibeiduiyouwenhou“wandehaoxiangpinhaofanchizhongdule”；

yourendatanduiweilaideqidaishi，yeyou“haoxinren”huipolengshui，“nichiliangdunpinhaofanjiulaoshile”……

suoweide“pinhaofan”，shimeituantuichudeyizhongqiangdiaodijiadewaimaimoshi，hexintedianshixiaofeizhecong“pinhaofan”yemiankeyizhijiexiadanjuticanpin，ertiaoguoxuanzeshangjiadianpudebuzhou。

dijiashi“pinhaofan”zuidadejingzhengli，gueryebeichengweiwaimaijiede“pinduoduo”。

wangshangdediaokanguidiaokan，“pinhaofan”degengyueduo，daibiaozhechangshihuolejiezheiyichanpindeyonghuyueduo，yezhengmingzhe“pinhaofan”dechenggong。jubuwanquantongji，“pinhaofan”yijingzaichaoguo65gechengshishangxian，chaoguo5000geshangjiapinpairuzhu，yejimeituandailailexindeshangyegushi。

meituanchuangshirenwangxingcengduocizaidecaibaodianhuahuihegudongdahuidengchanghetiji“pinhaofan”，chengweilaihuijiang“pinhaofan”kuodazhigengduoxiachenshichang。yinci，“pinhaofan”yebeiwaijierenweishimeituantupoxianyouyonghupingjing、xunqiuxinyonghuzengzhangkongjiandeyouxiaochanpin。

2024niandisanjidu，meituanshixianyingshou935.77yiyuan，jishipeisongbankuaizengzhangmingxian，dingdanliangda71yibi，tongbizengzhang14.5%；jishipeisongshourutongbizengzhang20.9%，dadao278yiyuan；meituanyijinglianxulianggejidushixianjingyinglirunchao100%zengzhang。

dongfangzhengquanfabuyanbaocheng，weichimeituan-w（03690）“mairu”pingji。gaiyanbaorenwei，“pinhaofan”dengxingongjijijiyunyingyouwangdailaidanliangzengzhangdejiegouxingjihui。

danzaipingtaishujujiejiegaodebeihou，queshixiaofeizheduiyu“pinhaofan”pinzhidezhiyi、shangjiadeqihunanxia、qishousongdandequbiechulidengwenti，beitaolundeyuelaiyueduo，poyouxie“yijianggongchengwanguku”deyiwei。

商家：流量与取舍

jumeitibaodao，youshangjiazaihaobuzhiqingdeqingkuangxia，zijiadianpudecanpinjinrulemeituan“pinhaofan”debankuai。shangjiadiyishijianlianxilemeituandequyujingli，bingmingquebiaoshilejujuejiaru，jujuedeliyoushi“pinhaofan”moshijujiaoyucanpinjiage，buhuijidianpudailaigengduoguke。

erdangjujuezhihou，shangjiafaxianzijiadianpudewaimaipeisongfanweisuoxiaole。weilehuifupeisongfanwei，zuizhongzhinengxuanzetongyishangjia“pinhaofan”shangpin。

jujingjiguanchabaobaodao，“pinhaofan”duiyushangjiaeryanchuledaoshoujiagedizhiwai，pingtaihaihuiyibaohuxiaofeizhequanyidemingyi，yaoqiushangjiagoumaigeleizengzhifuwu，biru0.19yuan/dandepindanbao、0.19yuan/dandezhunshibao、0.07yuan/dandefangxinchi、0.04yuan/dandeyonghuquxiaoxiandeng。bushaoshangjiacheng“yidanzhengbudaoduoshaoqian，henduoshihoufaneryaodaotiebushaofuwufei”。

“pinhaofan”shangpinyumeituanzhuzhanduishangjialaishuo，zuidadequbielaiziyuchoucheng，meituanzhuzhandechouchengbiligenjuyonghudeshifujiagefudong。jujingjiguanchabaobaodao，zaidiejiaduoxiangyouhuihuodonghou，meituandechouchengbilicongyuanxiandeyue20%，zengjiadaole30%-40%。

er“pinhaofan”dechouchengguizebingfeianzhaobili，shangjiadaoshoulirunshixiangduigudingdejine，shipingtaigenjushangquandiyuyuchanpinjiazhifenpeijishangjia，bingbubaozhengsuoyoushangjiajunnengyingli。

zongheduofangbaodao，dangshangjiajuede“pinhaofan”dedingjiabufuhezishenyinglixuqiu，tichuzhangjiaxiangfashi，tongchanghuizaodaomeituanyewujinglidefandui，liyoushijiagezhiyaoshangzhangbiranhuiyingxiangxiaoliang，“1kuaiqiandejiachakenengdailaijibaidandexiaoliangchaju”。

“boliduoxiao”deluojishishangjiaxishengxiaobufenlirunhuanquxiaoliangdezengzhang，dantangruo“boli”bunengmanzudeqingkuangxia，bushaoshangjiahuifangqiduixiaoliangdezhuiqiu。“kuibenchongliang”yeshiyizhongjingyingluoji，danzai“pinhaofan”ruohuadianpushuxingdeguizexia，zheizhongjingyingluojiyebuzaishiyong。

dingbuzhuyalideshangjiatongchangyousanzhongxuanze：yishiweileliuliangtuiguang、xiaoliangzengzhangerjixujianchidijia；ershicanpinzhangjia，xishengyibufenxiaoliang；sanshibaozhengdijiadetongshi，jiangdicanpinpinzhi，shixianjiangbenzengxiao。

neime，ruguojiangdicanpinpinzhi，huibuhuiyingxiangshangjiadepingjia？

“pinhaofan”shangxianzaoqi，shangjiazaimeituanzhuzhanyu“pinhaofan”dexiaoliangpingjiashibangdingde，tangruoshangjiatongguo“pinhaofan”chongjilexiaoliang，bingbuhuidaidongzhuzhandexiadanliang，yinweixiangduiyuzhuzhan，“pinhaofan”dechapinglvyaogaoyixie，jineryingxiangshangjiadezhengtipingjia，dipingfendeshangjiatongyanghuisunshiyibufenpuguangliang。

zheiduishangjiaxianranshiyigenanyiquanhengdewenti。guermeituanyouhualeguize，waimaixindianshangxian“pinhaofan”90tianhou，“pinhaofan”dedingdanxiaoliang、pingjiadengshujujiangbuzaijiruwaimaimendian。

lingjumeitibaodao，xinjiaru“pinhaofan”deshangjiayoumianfeizengsongdexindianqitianfuchiliuliang。ciwai，xiaoliang、pingjiadequfengengjinyibuqianghuale“pinhaofan”yuzhuzhancanpindezhiliangbilei，weilelirunerxishengcanpinpinzhideshangjiasuonengshoudaodezhiyuejianshao。shangjiadexuanzekongjianjinyibubeiyasuo，miandui“pinhaofan”liuliangyuxiaoliangdeyouhuo，huizuochuhedengxuanzeyejiubuyanzimingle。

tongshi，meituanyouhuahoudeguizegengshihe“guochaowaimai”deshengzhang。

suowei“guochaowaimai”，zhideshiguochaosucaibaozhuang+heiseyicixingqiebingbufuhecanyincanjuguigederuanshao+songdebuzhiminghexiaquhouguozifudeyinliao+shouzangdianpusongde 0.01yuankaochang。

zheizhongwaimaizaihulianwangshangkewei，shangjiatongchangshizhizuowaimaidexindian，waimaitongchanghaopingfanxian，jiduanqingkuangshenzhihaopingkeyifanhai50%decanfei。“zhongshangzhixia”zaojiulezheixiedianpuxiaoliangjigao、pingjiajihao，danshijichixiahougukefuzhongyeshifanjiangdaohai。

zheixieshangjiadedizhi，kenengshigukecongweididaguodechengshijiaoluodemougelajichulizhanpangbian；suoweidachu，yekenengshiyonggangxinglebitishangweixideshoujiangcanpinfangjinweiboluzhong……gukeyewucongfenbiancanhezhongdeshiwudaodishinajiagongchangshengchandeliushuixianchanpin，yihuoshi“dachu”zai“pengren”shangyiweigukecanpinhouyiliuxiadeshiwucanzha。

danzheisihubingbuyingxiang“pinhaofan”xiaoliangdejiejiepansheng。jujiaoyinguojiyuce，2024nian-2025nian，“pinhaofan”dingdanliangzhanmeituanwaimaizongdanliangjiangzengzhi8%-9%。

骑手：抗拒与抉择

tongshangjialeisi，qishoufangmianyenengganshoudao“pinhaofan”canpinyuzhuzhancanpindequbie。

zuizhiguandeganshoubianshitongyangxuyaopaoyitang，dan“pinhaofan”dedanjiayuzhuzhanwaimaidedanjiabutong。zongheduogeqishoudeshuofa，qishousong“pinhaofan”dingdanxuyaofuchuliangbeishenzhisanbeiyishangdenuli，cainengzhuiganshangzhuanzhisongzhuzhanputongwaimaideshouru。

meituanpeisongyuanyouzhuansongyuzhongbaodequbie，dagaixiangdangyu“zhengshigong”yu“linshigong”。judiyicaijingbaodao，meituanwaimaizhandianzhifuzesongzhuansongdingdan，“pinhaofan”dingdanyouzhongbaoqishoufuzepeisong。

zhuansongdingdanshourugenggao，ershourugengdide“pinhaofan”dingdanyoushijiangengweiziyou、guanligengweisongsandezhongbaoqishoupeisong，zheiyeshiqishouchanshengledui“pinhaofan”dechengjian。

youyutongyangshipaoyitang，“pinhaofan”dingdanshourugengdi，bufenqishoubianjiangzheizhongyuanqifaxiedaodingdanshenshang，yedaozhile“pinhaofan”peisongfuwushichangchuxianjiufendewenti。

ciwai，youbushaoxiaofeizhefanying，xuduojiedao“pinhaofan”dingdandepeisongyuandoubuyuanyijiangcanpinsongshanglou，shenzhiyouqishouhuirumadiandijiadandexiaofeizhe。

hualeqianhaiyaoyinfaqishi，zheibiandaozhi“pinhaofan”dewangluopingjiafumianjuduo，yeshi“pinhaofan”gengdanshengdezhongyaoyuanyinzhiyi。

qishoudexuanzekongjianyeyouxian，bansuizhe“pinhaofan”zaiwaimaishichangfenedezhubuzougao，jihumeiyiweiqishoudouyaomianlinzhe“songhuoshibusong”dejueze：songzewufazhuandaozijixinzhongrenweizijigaizhuandaodeqian，busongzewanquanzhuanbudaoqian。

结语：赢家与无奈

“pinhaofan”fenenengchixushangzhangdebeihou，shidangxiacanyinxingyedewunai。

guojiatongjijushujuxianshi， 2024nian1-10yue，quanguocanyinshouru44367yiyuan，tongbishangsheng5.9%；xianeyishangdanweicanyinshouru12469yiyuan，tongbishangsheng3.2%。1-10yue，quanguocanyinshouruzengsulingxianyushehuixiaofeipinlingshouzongezengsu2.4gebaifendian。

danlingyizushujuzechuandichule“canyinyechixudimi”deshengyin。jubeijingtongjijushuju，jinnianshangbannian，beijingxianeyishangcanyinyelirunzonge1.8yiyuan，tongbixiajiang88.8%。

xibeicanyindongshizhangjiaguolongcheng，anzhaozheigeshujujisuan，jinnianshangbannianbeijingxianeyishangcanyinyedelirunlvjinyou0.37%，“wocongshicanyinye36nian，diyicijinglizheizhongzhuangkuang”。

jiaguolongrenwei，“chuantongcanyinqiyezhengkuaiqiandeneigeshidaichediguoqule”，“canyinxingyejinggengxizuodeshidaiyijinglailin，chuantongdecufangshideguanlifangshiyijingbuzaishiyong，bunengshunyingxinqushidewanjia，jiuhuizaixindezhouqizhongbeitaotaixiaqu。”

zaizheizhonghuanjingzhong，pingtaimouqiugengxiachendeshichang，shangjiamouqiudijiadailaidejingzhengli，xiaofeizhezai“waimaiyuelaiyuegui”dequshizhongxuanzegengweidijiade“pinhaofan”，zhuduoyinsudoudaozhi“pinhaofan”defenebuduanshangzhang。

meituandechuzhong，shitongguogaoxingjiabidecanpingongruxiachenshichang，qiejiangwaimaidezhengtimubiaoconggmvzhuanxiangdingdanliang。zaiyonghuzengzhangxianrupingjingdedangxia，“pinhaofan”dailaidegaoxiaoliangyequeshinenggoujimeituandailaixindeshangyegushi，yenengjiangzheizhongshangyegushitixianzaicaibaoyugujiashang。

buguo，caibaoyugujiadeyiluxianghao，nengfoufanyingshangjia、qishou、gukeduiyu“pinhaofan”detaiduyupingjia？“pinhaofan”xiaoliangchixushenggaodebeihou，youduoshaoshangjiaanranbidian？youduoshaoqishouzuochueliexingwei？youduoshaogukedui“guochaowaimai”mianlunanse？zheiyiqiedouxuyaopingtaizuochuxiangyingjianguancuoshiyuliangxingjingzhengtixi，erfeidanchunyikaoxiaoliangzengzhanglaiyangaisuoyouwenti。

chengran，“pinhaofan”queshiranggengduoputongrenzaidangxiadejingjihuanjingzhonghuafei10yuanzuoyoubiannengchishangyidunfan，zaigengjiaxiachendeshichangzhongchuangzaolezhengmianjiazhi——jingjijiongpodegukechiyidun“pinhaofan”，yemeishenmezhidechaoxiao。zhibuguo，“pinhaofan”qishikeyigenghao。

shangjiayoukuzhong，qishouyouyuanqi，neigukechidaozuilideshibushihaofan，sheizuiqingchu？

参考资料：

《10块钱一份的拼好饭，磨平了外卖商家们最后一点棱角》，知危编辑部

《一家月销6000单的小餐馆决定关店》，经济观察报

《那些玩“拼好饭”梗的人，多吃几顿“拼好饭”就老实了》，3DM游戏网