文 | 表外表里 张冉冉 薛程鹏

bianji | fuxiaoling caobinling mumu

zoujintiffanyshanghaiqijiandian，aodaili·hebenweidianying《tiffanydezaocan》paishedexuanchuanzhaoyingruyanlian。

xianweirenzhideshi，zheizhangzhaopianpaisheqian，tiffanyquannianlirunyidaotuizhi35nianqianderiyingyeeshuiping。

“menkoudeyemanren”baoluhua，haihushidandan，sijishougou，suirantiffanyqinglaile“baiyiqishi”huowen，dandatuibugoucu，houlailiantadegongsiyebeishougoule。

zhengdangrenmenyiweizheikemeiguoshechipindemingzhuyaomengchenzhiji，《tiffanydezaocan》yipaoerhongle，yiboboyingmiqianlaichaobai，tiffanylirun6nianfan3bei，congcizouchuniuyue、zouxiangshijie。

rujin，“huangjinaimashi”“zhongguotiffany”——laopuhuangjin，yezhengzaifengkoulangjianshang。

muqianqichuquande“daiyanren”shiwanghongweixue、nvxingyangmideng，yuanbibushangaosikayinghouaodaili·hebendejingdianyanyi。

xiangbishechizhubao“yikehengjiuyuan”dezuanshixushi，laopusuochudejinqisaidaozhudayigejinjiagongkaitouming，wanjiamendoushi“jinzidebanyungong”，zhuangegongfeieryi。

danlaopudeguanlicengrengranzixinmanman，mingque“yaohefankeyabaoyiyanggaoduandingwei”，ipoqiantouzirenyepaizhedui，dengyigeyuchuangshirenchangliaoshechipinshuxingyuchengzhangdejihui。

yaozhidao，tiffanycongsheliezhubaodaoyujian《tiffanydezaocan》，jijingshengsi，chuanyuebainian。erlaopuzhishiyige2009niandanshengdehoulaizhe，xiangjishenshechipindexinglie，kongpahaidekuayue“congweixuedaoheben”dejuli。

一、对标奢侈品，却上不了顶奢商场牌桌

“gaoduanshoushishanghaishichangderongliangzuida，laopuweishenmezhizaizheikaileyijiadian？”

“weishenmeshanghaidianzaiyuyuan，erbushixiangqitadianyiyangjingaoduanshangchang？”

......

jinniannianzhongdeyicijigoujiaoliuhuishang，yourenduizhelaopulinghunkaowen。

xianchangguanlicengdejieshishi：“gongsizheiliuqinianlaiyizhizaigenguojinhenglonggoutong，danjinzhanmeiyouneimekuai”，yanwaizhiyijiushi——bushiwomenbukai，shidingsheshangchangmenburangjin。

shishishang，zheibushilaopudiyicibeilengdai，keyikandao，jibianjinletaiguhuiyijizhengzhoudaweicheng，yebuguobeianpaizaifuer、ercengzheizhong“jijiaogala”。

helaopengyouskphezuodaodiwujiadian，zhongyunengkaizaihuangjinyiloule，quezhinengqujurukoudezhonghouduan，cweishiaimashimende。

zhiyoucigaoduandeshangchang，qiaoluodaguhuanyinglaopu。

dezhilaopuyouyiruzhushanghai，yuyuanjijijieqia，yuanyitigongzuihaodepuwei；beijingbaihuodaloudengchuantongshangcheng，yedouzhijiejichuhuangjinyilouweizhi。

jieranbutongdetaidu，zaiyushangyedichanyouzijideyunyingfaze：duiyuyierloupinpaishanghuxuanze，luojishiyinweiaimashi、lvzaineili，suoyigukecaiquguanghenglongguojin；erbushiguojinhenglongzaineili，suoyiquguanglaopu。

tongyangdeluoji，huandaolecigaoduanshangchang，laopujiuchenglehuozhaopai，shujuxianshi，70%dekehushizhuanmenquyuyuanmailaopu。

shuobaile，jipotouxiangjindingsheshangchangdelaopu，duoshaoyouzhanshechipinguangdexinsi。

zheibingfeikongxuelaifeng，2021-2023nian，laopuniangoumaijinechaoguo100wandehuiyuanshourugongxian，cong8.5%tishengzhi15.9%。

guifumenmaiwanaimashishundaimaimaimaixia，2024h1laopuyingxiaozhichuzhanbishourujin0.4%，quanniandandianshouruqueyujinengdadao2.26yizuoyou，shizhoudafudejin10bei，zhibikadiya、fankeyabaomen。

zheiyangyilai，dingsheshangchangduiaimashimen，ziranshijilizhaolan，biruskpzhuanmenzujianleyizhizhuanyemaishoutuandui，jingchangbaifangquanshijiedebaihuoshangchang，kaochashechipindianmianyuxuanpin。

mianzu、zhuangxiubutiehekoudianjinefengdingdengyouhuizhengce，gengshijiachangbianfan。shujuxianshi，aimashizujinkaizhizhanshourubijin4.14%；pradawei5.02%。

daolecengliuliangdelaopumen，jiumiaobian“gongshigongbanlian”，kaliucheng、katiaojianbushuo，youhuigengshimiantan，laopufujishangchangdeqianzhanbibujingenggao，shenzhihaizaizhang，cong2021niande7.6%shengdaole2023h2de9.2％。

qiezheihaishilaopukeyikongzhimendianmianjidejieguo——heaimashimendongzhejibai、shangqianpingdedandianmianjixiangbi，2023nianlaopuqianwudagouwuzhongxinchuyuyuanmendianwai，mianjidouzhiyou30-60ping。

danxiaomendiansuinengshengqian，quexishengleyonghutiyan，laopumenwaixianliupaidui，dianneirengranrenjiren，jijirangrangdejutaisihaomeiyoushechipindeqizhi。

weici，laopuzainianzhongdedianhuahuishangbiaoshi，“weilaidouyaokaidadian”，ruxianggangjianshajuqijiandianmianjichao1000ping，zaibiaozhixinghuojuzhiwai，haipeilezhuanmendexiuxiqu。

danzheiyangyilai，yiweizheqizujinchengbenjiangdafutigao。jugu，xinkaiyijia80-120pingdexindiandayuexuyao3000-4000wan，150-300pingdedadianyao5000wanyishang。

qienengfouhuanlaidingsheshangchangdelingyanxiangdai，yehennanshuo，bijingdingsheshangchangmendelengdan，chulexianlaopupinpailibuzu，haiyouduiqigaoguangchixuxingdedanyou。

二、站上了风口，但风是会息的

zhongguodamamenzhuizhanghuangjinyibanbuhuimaishoushi，danlaopudapolechuantong。

10yue，guoneihuangjinshipinjiageyiluchongji800yuan/kelishixingao，danhaishigaobuguolaopu——kejiagaoda1200yuan，andangshijinjiakuangbiaodesudu，haidezaizhangyiniancainengdaozheishuiping。

raner，dama、zhongchanmenrengbalaopuweilegeshuixiebutong，shanghaiyuyuandianyidupaiqile4gexiaoshidezhangdui。kuangredefenwei，rangchiguaqunzhonghuanghujianyiwei“youyiboxinxiandejiucai，zaipotucuansheng”。

danshijishang，laopudeshoushibidamamenzhongaidejintiaohaibaozhi。youxiaofeizhefankui：jinnianyuandan2.6wmaidegawuhe，xianzaihuishoujia3.2w，daoshoujiunengzhuan6000。

zheishiyinweilaopuyushoujia、huishoujiadougenzhejinjiazoudezhoudafumenbutong，qizhudagufagongyiqihao，dingjiazhijieyikoujia，tongpolexingyeyijiatianhuaban。

weileweichigaoduanrenshe，laopuhaichaoshechipindezuoye，meiniantijia2-3ci，jinnianbufenshangpinzhangfuyijingchaoguole20%。

huishoujiayeduibiaoshechipin，buzaidanchunanshishijinjiahezhejiuqingkuangjisuan，ershiankuanjijia，yueshigongyifuzadexiquekuan，huishoujiayuegao。

ruxiatu，laopuhuangjindeershoushanghuishoupubian75zheyishang；yuzhixiangbi，fankeyabaozai3-8zhejian，tiffanypubiandiyu50%。

bansuizhechixudezhangjia，laopubufenchanpinhuishoujiakeyigaoyugoumaijia，zheirangqituoliledanchunxiaofeipindefanchou，jubeigengduodetouzishuxing，zirancijigoumaireqing。

buguo，biqizhuizhang，genglinglaoputengfeideshizhuangshanglexuanxuechaoliufeng。

“woyongtiffanyxiangliankezouhaojigelingdao”“daidiorhudiezhaocaiwangfu”……jinnianshechipinzhubaopinpaijitiyingxiaoqilexuanxue。

yuanyinwuta，chuncuiweileyinghezheijienianqingren“shangbanshangjinburushangxiang”dexinli。

jutongji，xuanxueyuansujiachixia，yitiaofankeyabaodezhenzhubeimuxianglianbiaojia6.6wan，bibeijingxinfangjunjiahaigui6000；peitaodehudiexingzhuangerding，nengzhi0.6liangxiaomiqiche。

erxiangbizheixiebolaipinmen，tushengtuzhangdelaopuhuangjinxianrandui“shenmililiang”gengnashou。

hulu“fulu”、jindoujia“sijifacai”、shizijingangchu“zhanduanfannao，wujianbucui”......gezhongyuyi，laopushounabaqia。

chulexuanxuefeng，laopuhaizhengshipeixinzhongshichuandafeng——chuanmamianqun、qipao，daihuangjinshoushi，shigengshihezhongguobaobaoqizhidedapei。

jinengbaozhi，youmanzuleqingxujiazhi，xiaofeizhefengkuang“zhenxiang”。

gangguoqubujiudeshuang11，laopudengdingtianmaozhubaoxiaoshoubangtop1，chengjiaoetongbiqunianbaozhangjin400%。gengzaozhiqiande2024h1，laopudeyingshou、lirunshuangshuangdazeng，biaoxianbilv、kadiyamendouhao。

buguo，lishijingyangaosuwomen，xiaofeifengchaozheidongxiwangwanglaidekuai，zoudeyekuai。

biru，liningcengpingjie“guochaofeng”zhongxinfanhong，danguochaolunwei“gejiucai”daimingcizhihou，xiaofeizhexunsuduiqijingeryuanzhi。

huidaolaopulaikan，zheilunfengchaoxilixia，qikehunianlingcengyiranzhonggou：zhiqianyi40-50suiweizhu，xianzai20-30suizhanbitisheng，35-40suichengweixiaofeizhuli。

eryidannianqingrendexihaobianle，fengxianchangkoubaoluhuojiangsuizhierlai。

buzhiruci，shangshushuoguoxiaofeizheduilaopudezhuizhang，shijiyujinjiashangzhangdailaideshengzhikongjian，dansheidouzhidao，jinjiabuhuiyizhizhang。

dangjinjiaxiadieshi，bujinlaopudetijianenglihuishoudaoyingxiang，yijiayehuixiandegenggao——zhoudafuhelaofengxiangdengyijialvyue30%，laopuzai60%-70%。

dangran，laopuhuangjinyekeyitongguogufagongyichanpin，xiangaimashi、lvmenyiyang，zhangjiuzaiguifumenxinzhongzhanjuyixizhidi。

danqimuqiandechanneng，sihunanyizhichengzheiyidian。

三、老师傅加班加点赶工，也供不上货

2023nian，laopuhuangjinshuliangongjiangdechannengliyonglv，chaoguole120%。

huanjuhuashuo，laoshifumendegongzuoqiangdu，kenengkuaiganshang“996fubao”le——jishiyuanlainengchaojiuwanwu，xianzaiyeyaomeitiangongzuojin10gexiaoshi。

raner，laopudeshengchanxiandougandaomaoyanle，quehuowentirengranjishou，huasihulu、shizijingangchudengchangqingkuanyidulianyudingdoudingbudao。

zheirangdapaizhangduiquekongshouerguideyonghu，baoyuanliantian；fenxishihetouzirenmen，yedaizhelaopugaoguanzhuiwen，daodiyaoruhejiejuechannengwenti。

channengzenmejiuchenglelaopude“xinbing”？

guanchaqiquehuodechanpinhuifaxian，quededaduoshuyugaopinpaishinengchanpin，erfeiyifangliang、gaolirundechanpin。

suoweiyifangliangchanpin，zhuyaoweigongyijiandandesujinchanpin，rujintiao、erdingdeng；gaolirunchanpinzhideshizujinxiangqianchanpin，qiyinxiangqianyouzhubaoerjubeigenggaodeyijianengli。

ergaopinpaishinengchanpin，baokuocaiyonghuasi、loutai、zankedengfuzagufagongyidechanpin，shizuishouxiaofeizhezhuipeng、zhangjiafudugengdadeyilei。

zheibufenchanpindelinghunzaiyu“shouyi”，gegedoushijingdiaoxizhuodeyishupin，yizankeweili，jifoxiangkaimianbushiyichuiyizanleshi，ershiyaokechufozudeshenyunjiqichang。

huasigongyiyeleisi，xianbahuangjinlachenggentoufasichabuduoda（zhijingxiaoyu0.3haomi）dexisi，zaibianzhichuboruchanyidejinchandengtuan。

rucigaonandudegongzuo，feigongdishenhoudegongjiangnanyijiayu，laopudeshuliangongjiangpingjungongzuojingyanjiudadaole10nian。

danyingbidelingyimian，shilaopuhennankuaisupeiyangchushuliangongjiang。

ermuqianshichangshang，youmeiyouzugoudelaoshifukeyijishibuchong，ru1990nianbeijingyoushuwanminghuasigongyicongyezhe，2010niansuoshuizhibuguobairen。

zheiyiweizhe，laopugongjiceshouxiandewenti，weilaizhongduanqi（5nian）neikongpananyijiejue。

dangxialaoshifubeifengkuangwaqiangjiao，zhengshicemianlizheng——yurennayouqiangrenkuai，suizhegufahuangjinhuore，shangbannianlaopuyou6mingshuliangongjianglizhi，shiqian3nianzongshude3bei，zhanshuliangongjiang8%。

zheixianranbushilaopuyuanyikandaode，qiyezaixiangfangshefamanzuxiaofeizhe、anfutouziren。

ruxiatu，laopuyoujin7chengchanpin，keyizai35tianneichuchang；xiangjiaoyujingyanlaodaodeshifu，putonggongjiangmenyeshiyizhuayidaba。

jiyuci，qikaishitingchanbufengongyifuzadegaoshinengchanpin，xinchanpinshejiyequyujiandanhua，rujinniandexinpinxianglian，xianshaohuasidengfuzadegufagongyi。

tongshi，ziyouchannengbugou，laopuhaihanlewaibaolaicou：jiangbufenxiangzuanhesujindenggaolirun、yifangliangchanpinwaibaochuqu，2023niandedaigongbilitishengzhi41%。

zuoyoukaigongxia，laopuchanpinxiaoliangkakashangzhang，yidingchengdushanghuanjielechannengjiaolv，shenzhizaijinjiadazhang、chengbenbiaoshengdebeijingxia，rengnengbaochi40%+degaomaoli。

danyejiucimaixialeyinyou。

“rushouleershijitiaodiaozhuihou，wozhunbeituikengle。”yiweixiaofeizhezaimeiticaifangzhongrushishuo。

yuanyinhenjiandan：xihuandegufakuanshi，yijingmaiwukemai，ergongyijiandandexinpin，youbeizhoudafudengqitapinpai“zhijing”，youlelandajiedequshi。

haiyourenzaishejiaopingtaibaoliao，laopuwaibaodexiangqianchanpin，pinpinchuxiandiaozuan、bianxingdengzhiliangwenti。

suiranshougongchanpinsuizheshengchanguimokuoda，zhikongnandubenlaiyehuizengda，dandangyigehaocheng“huangjinaimashi”depinpai，waibaobilizhujianpanshengshi，yonghudekuanrongdushifanxiangxiadiede。

bijingdajiaduishechipindeqidai，jiushi“shougong、gongjiang、yishu”dailaidexiquexinghegaoguigan。

zheizailaopudeyejishangyeyoufankui：suiranxinpinpinchu，danshouruzhanbichengxianxiajiangdezhuangtai。

zongeryanzhi，gaoshinengchanpinchuxiandechannengpingjing，bujinyingxiangdaolelaopudebaobiao，zhangqilaikan，yeshiduiqipinpaishinengdeyicizhongchuang。

小结

zai《tiffanydezaocan》li，aodaili·hebenshiyandenvzhuchizhelianjiazaocan，wangxiangchuchuanglidemuguang，buzhishizaikanzhubao，gengshizaiyangwangshehuayuyouyadeshenghuo。

yejiushishuo，dianyingdechenggong，huoxubuzaiyuhebendechuyan，erzaiyuzaicizhiqian，tiffanyyijingchengweile“shechi”dedaimingci。

zheiduirujindelaopuhuangjintongyangshiyong——zaidengdaodezijideaodaili·hebenzhiqian，xuyaoxianhuidaqingchu，jiujingyaodaibiaoyizhongzenyangdeshenghuo。