wen | caijingtianxiaweekly chendazhuang

bianji | langming

jinri，jiudianxingyedisanjiducaibaoluxufachu，jiudianjutoujinjiang、shoulvyingshoujunhuofuzengzhang，huazhuweizeng2.4%，ruheyinglichengweilongzhaozaixingyetoushangdenanti。

yaduoshigeteli，disanjidulude46.7%dedafuzengzhang。zheiyaoguigongyuzhentoushengyi。

kaijiudiandeyaduo，zhentoumaideyuelaiyuehaole。ji2023niandijianglingshouyewufenchaichulaihou，zheixiangyimaizhentouweizhude“fuye”，2024nianqiansanjidulanhuoshouru14.33yiyuan，yingshouzhanbi27.75%。

yaduocongchuanglizhichu，jiusuodingshimianrenqun，bazhentouzuoweiyidamaidian。2021nianqilingshouyewushouruhaijinyou1.92yiyuan，yingshouzhanbibudao9%。dansuizhezhentoudezhimingduyuelaiyuegao，lingshouyewujianrujiajing，2023nianyinianshijianneimaichu120wangezhentou。

shishenmeyangdeyuanyin，shideyaduocongjiudianjingyingzhe，huashenweiguangweirenzhidezhentoulingshoushang？

01 失眠年轻人买爆亚朵枕头

亚朵枕头有多火？

jibianbukancaibao，putongxiaofeizheyedouduitayousuoerwen。“buzhiyicizaidouyinlishuadaoguopapijiangmaiyaduozhentoudeshipinle。”duiyuyaduozhentoudeshuapingshiyingxiao，bushaowangyoudoubaoyoutonggan。neixiechangzhujiudiandechalvrenshi，yehennanbuzhuyidaoyaduojiudiandatingzhongdezhentouyangpin。

《caijingtianxia》sousuoxiaohongshufaxian，you3wantiaobijizaitaolun“yaduozhentounakuanhaoyong”，zaikan“yaduoxingqiu”xiaochengxu，guanyujiyimianzhendepingjiazongliangchaoguole48wantiao。

zuoweiyaduozhuyaodelingshoupinpaizhiyi，“yaduoxingqiu”hexinchanpinyouzhentou、beizihechuangdian，sandaleizhong，zhentoumaidezuihuobao，youqishishenshuizhenpro，qizaidianshangpingtaishoujiawei309yuan，gaijiagelianyaduoyuangongdouzhihu“maibuqi”。danzheibingbuyingxiangdajiaduizheigegaojizhentoudereai。

juyaduoguanfangshuju，2023nian，shenshuizhenproquannianleijixiaoshouchao120wange。an309yuandejiagejisuan，2023nianguangkaoshenshuizhenprozheiyikuanzhentoujiumaichule3.7yiyuan，gongxianlequannianyuesanfenzhiyidelingshougmv（2023nianyaduolingshouyewugmvgongji11.39yiyuan）。

eryaduoyujinnian7yuefabudedierdaishenshuizhenpro，shoujiazaishangyicenglou，wei409yuan，shangshizhijin，leijixiaoliangyeyitupo80wanjian，jisuanxialaixiaoshouewei3.27yiyuan。

zuoweiduibi，zhuanmenzuochuangshangsijiantaoshengyidechuantongqiyeshuixingjiafang，2023nianmaizhentoucaimaile2.9yiyuan。zheizheshiyinzhengleneijuhua，“dabainidekenengbushiduishou，dianfunideyekenengbushitongxing”。

beijing90hounvshengwangyueshiyaduozhentoudezhongshifensi。dayuecongliangsannianqiankaishi，wangyueganjuedaogongzuoheshenghuoyalizhouzeng，shichangbeijiaolvheshimiankunrao，“shuigehaojue”chengleyijianshechideshi。

tazaiwangshangmaiguojikuanwanghongjiyizhen，shushidudoubujinrurenyi，tiganfeiruanzeying，yaomejiushigaodubugou，huozheyubojingdetieheduqianjia，zhidaotazhuyidaoyaduozhentou，“wangshangdoushuo，shuitajiazhentounengjidatishengshuimianzhiliang”。

wangyueyichajiage，yigeyaduozhentouyaodajibai，bizijimaiyitaochuangshangsijiantaohaigui，tachichimeishedexiashou。jinnian618，congpengyoukoulidezhiyaduozhentouzaidianshangpingtaiyoucuxiaoheyouhuiquan，wangyuecaiganmangxiadan，“womaideshishenshuiproyidai，lianggeyiqixiadanlidugengda，youhuihoudaoshoupingjunmeige252yuan”。

“chanpinjieshaoshuozhentoufuherentigongxue，zhentoulishifenqusheji，haihuizhinengkongwen。”wangyueyekanbutaidong，“buguoshuiqilaiganjuebaoguoxingbucuo，queshibiputongzhentoushufuxie。”

hewangyueleisi，beijingdachangyuangongsunzhongyezaiyicifuwaidichuchahou，beijiudianlideyaduozhentouzhongcao，zhijiejiuzaijiudiandatangxiadanle。

budebushuo，yaduozhuazhuleshuimianjingjidehongli。《zhongguoshuimianyanjiubaogao2024》baogaoxianshi，2023nianjuminshuimianzhishuwei62.61fen，jiao2022nianjiangdile5.16，dadaojin3nianzuidi。

xiaofeineirongshequshenmezhidemaijujiashenghuoshangpinyunyingbufuzerenzhuhuipingrenwei，zaizhongduopinpaifenfenshezushuimianchanpinshichangdebeijingxia，yaduopingjiejingzhundeshichangdingwei，chenggongxiyinleyipishanglvrenshi，zheibufenrenqunyingongzuoyalidapubiancunzaishuimianwenti，yuyaduozhentoudemubiaoshichanggaoduqihe。jinnianshuang11qijian，yaduoxingqiushenshuizhenpro、di2daishenshuizhenproyijimanhuidanjiyizhensankuanchanpin，zaizhidemaizhanneixiaoshoueweiliezhentoupinleiqiansanming。

yaduolingshoubujinmaichuangshangyongpin，qilingshoupinleihangailecongshuimiandaogerenhuli、riyong、lvxingdengfangfangmianmian，skuyoujiejin2000duoge。

suoyouzheixiejiazaiyiqi，2023nian，yaduolingshouyewuchanshengdegmvwei11.39yiyuan，tongbizengzhang298.3%。2024nianqiansanjidu，zaibiaoshengzhi16.81yiyuan，chaoguo2023nianquannian。

erlingshouyewuduiyaduoyejiyeshigongbukemei。jinniandisanjidu，guoneijiudianshichangjingliqunianshuqidebaofuxingfandanhouhuiguilixing，sandajiudianjutouxianlupitai， jinjiangyingshoutongbixiajiang7.1%，shoulvxiajiang6.38%，huazhuweizeng2.4%。zhiyouyaduoyingshounishidafuzengzhang46.7%，keweijiudianjiedeyiguqingliu。

02 “公司大力卖枕头”

yaduochuangshirenwanghaijun，zai35suishichuanglileyaduo。zaicizhiqian，tayizaijiudianyechuangdangduonian。2004nian，tasuijiqiyitongchuanglihantingjiudian，chengweigongsichuangshirenzhiyi。2012nian，tayiweijuhuazhujituanfuzongcai。

danshengweijituangugandewanghaijunhenkuaiconghantinglizhi，neishidetayijingganshoudao，chuantongjingjixingjiudianyingjianfuwuguoyulaohua，duizhuiqiuzhusutiyandezhongchankequnlaishuohaowuxinxianganhexiyinli。

zaiyicifuyunnandelvxingzhong，tabeiyaduocundeziranyangmaohefengturenqingsuoganran，yiciweiqiji，chongman“renwenqinghuai”deyaduojiudiandanshengle。

zaiwanghaijundeshexiangli，yaduojiudianshiyigegongzhongchanxiuxidekaifangshenghuoshequ。yaduojiudianliyouliudongtushuguan、zizhuxiyifang、shenyezhoufang，fangjianyoufengchafuwu，zaijiudianlimaidongxiyejiuchengleziranerrandeshi。

zicheng“chuchazhuanyehu”desunzhongzhubianlequanguodezhonggaoduanjiudian，raneryaduoshitajianguoweiyigezaidatanglimaizhentouhebeizide。qianbujiuyiciruzhushi，tazhiyinduokanlechenliedezhentoujiyan，jiuyinlaiqiantaidereqingjieshao。

zaidazhixunwenlechanpingongnenghejiagehou，sunzhongmeiyougoumai，“dandangshuiguofangjianlidemanhuidanjiyizhenhou，wozhijiezhaoqiantaixiadannazoule”。

zhengrusunzhongsuojiang，congqiantaidaobaojiezaidaojingli，sihumeiweiyaduoyuangongdounengchongdangzhentouxiaoshou。

“zaiyaduo，maizhentou，suibuqiangzhi，danqueshijinshengdejiafenxiang。”zuobiaoxianmouyaduomendiandeyuangonglinxixingrongyaduoshizai“juquangongsizhilimaizhentou”。

taxiang《caijingtianxia》toulu，“xinlaideyuangongdiyigeyuezhixuyaokaidanjiuhao，yihoushangshoulezepingjunyaomeiyuemaichu2000yuanxiaoshouecaisuanshuodeguoqu，yejiushixiangdangyu5gezhentouzuoyou。dangranzhei2000yuanbujuxianzhentou，beizi、xiangfenzheixiedousuan，womentongchengwei‘xiaoshangpin’。”zhiyunengfouwanchengzheigechengji，linxitanyanquanpingyunqi，yefendiduan。

zheijiubunanlijie，weishenmezaixiaohongshu，suichukejian“yuediweichongyeji，qiuhaoxinrenxiadan”deyaduoyuangong。

linxihaicheng，yigeyuemaichu2000yuandexiaoshangpin，dayuenengyou200yuandeticheng，yejiushipingjunyidan10yuan。weilewanchengyeji，dabufenyaduoyuangongdezuofashi，ranggukezijizaixiaochengxuxiadan，ranhouzitaoyaobao，fajiguke10yuandao20yuanbudengdefanxianhongbaozuoweiyouhui。

zaigongsicengmian，yaduoweizhentoutourudeliliangjiugengduole。yaduozaitianmao、douyin、jingdongdengzhimingdianshangpingtaijianliqijiandian，bingtongguokolhexiaohongshuzhongcaodengfangshi，tigaoyaduozhentoudezhimingdu。

xixindexiaofeizhekenengchajuedao，papijiang、yinengjing、lidan、lijiaqi，doutongguoduanshipinmaiguoyaduozhentou。zai2024nian618dacuqijian，yaduoxingqiuxianshangquanqudaogmvdadaorenminbi3.7yiyuan，tongbizengzhang230%。yaozhidao，3.7yiyuandeshuzi，chaoguoleyaduo2022nianquannianlingshouyewude3.24yiyuangmv。

zhuhuipingdui《caijingtianxia》fenxicheng，yaduojiudiandezhentoushishuichangjingyeduixiaoliangqidaozhiguanzhongyaodezuoyong。yaduojinkahuiyuantongguoguanfangappyudingfangjianshi，keyizixuanbingmianfeishiyongshenshuizhenpro。

“zheizhongfangshibujinjiashenlexiaofeizheduipinpaiderenzhidu，yeyouxiaojifaletamendegoumaiyuwang，chenggongjiangqianzaigoumaiyixiangzhuanhuaweishijidexiaoshou。ciwai，zhentouxiangjiaoyuqitachuangshangyongpin，tijixiao、bianyuxiedai，yezengjialegoumaidebianlixing，shidegaipinleixiaoshouqingkuangbiaoxianchuse。”zhuhuipingcheng。

zaizhentoudedaidongxia，2022nianzhi2024niandisanjidu，yaduolingshouyewushouruzaibudaosanniandeshijianneijileizhi26.59yiyuan，tongqilingshougmvgengshichuangzaochu31.44yiyuandeliangyanzhanji。

guoxinzhengquanyuji，yaduolingshoudingweishenshuixilieyuzhusuzhuyehuying，2024nianshouruyouwangjinyibufanbeizengzhangzhijin20yiyuan，gusuangongxiangongsishourujiejin3cheng，congeryouwanggouzaoyaduodierzengzhangquxian。

03 枕头战略并非长久之计

liangyandefuyechengjibeihou，yaduoyeyouzijidewunai。

yaduodingweizhonggaoduan，erzheiqiaqiashizuijiliedejiudiansaidao。jumaidianyanjiuyuanbuwanquantongji，2023nianquanguoxinkaiyezhonggaoduanjiudian559jia，xinzengkefangshu73646jian，jugepinleixinzengjiudianshouwei。2024nian，zheizhongqushihaizaiyanxu。

guoneilaopaijutoupingjieguimoyujingyan，zaozaozaizhonggaoduanshichangqiangzhandaoxianji。jiezhi2024nianshangbannian，shoulv、jinjiang、huazhufenbieyongyou1894jia、7656jia、4880jiazhonggaoduanjiudian，zaizijiajiudianzhongdezhanbifenbiezhangzhi28.6%、59.2%、48.1%。yucitongshi，xierdun、wanhao、zhoujidengdaxingjiudianjituanyekaishixiangxiajianrong，fenfenjinruzhonggaoduanshichang。

jiudianjiamengzixunguwenyuweigaosu《caijingtianxia》，zhonggaoduanjiudianzhisuoyichengweixiangbobo，shiyinweijiudianshichangrongliangyiguoyubaohe，zhengtijiagequezhangbushangqu。zhonggaoduanjiudianzaixiaofeishengjidequdongxia，keweiguketigonggaopinzhidechanpinhefuwutiyan，jineryongyoujiaodadeyijiakongjian。

“yaduofalilingshou，shijishangshizaiqiaomiaodibikaiyutoubujiudiandezhengmianjingzheng。”yuweiyoucipanduan，“zhishaocongyaduodangxiadeyingxiangliheyinglinenglilaikan，zheizhongfangfashizouxiaode”。

gengzhiguandejingyingshujuyezhengshilezheiyidian，jiezhi2024niandisanjidu，yaduojiudianmaolilv36.0%，erlingshouyewumaolilvzegaoda52.7%。

raner，zoulingshouchayihuadaolu，yaduofuchudedaijiayebufei。

caibaoxianshi，2022nian，yaduoxiaoshouheshichangfeiyongwei1.4yiyuan，2023nianshengzhi4.7yiyuan，zhanzongyingshoubizhongwei10%。caibaojieshicheng，zengzhangzhuyaoshiyouyugongsizengjialeyulingshouyewuxiangguandepinpaizhimingduhezaixianqudaokaifafangmiandetouzi。xiangbizhixia，shoulv2023niandexiaoshoufeiyongwei4.94yiyuan，yuyaduoxiangdang，danqizhanzongyingshoubizhongzhiyou6.33%。

ciwai，2023nianquannian，yaduolingshouchengbenbi2022nianquanniande1.52yiyuantongbizengzhangle238.1%，dadao5.13yiyuan。yaduocheng，gaizengzhangyuyaduolingshouyewudekuaisuzengzhangyouguan。

weilai，ruguoxiangjixuzailingshouyewushangdazhanquanjiao，kongzhichengbenchengweibaizaiyaduomianqiandeshouyaoketi。

haiyouyigezhideguanzhudexianxiangshi，yaduolingshouyewutufeimengjindelingyimian，disanjidu，zhanbachengyingshoudejiudianzhuye，jixiangguanjianzhibiaodoushixiahuade——occ（ruzhulv）tongbixiajiangyue2%，adr（rijunfangjia）tongbixiajiangyue8%，revpar（meijiankeshoukefangshouru）yuewei380yuan，tongbishangniande424yuanxiajiangle10.5%。

yaduodeyingduicuoshishikaituoduogepinpaijuzhen，shoulongduocengcidexiaofeikequn。muqian，jituanqixiayiyongyoua.t.house、sahejiudian、yaduosjiudian、yaduojiudian、yaduoxjiudian、qingjujiudianliudazhusupinpai。

danjiezhidisanjidu，qizaiyingjiudianshuliangzhiyou1533jia，shiliguimoyuanwufayutongqidesanjutouhuazhu（10707jia）、jinjiang（13186jia）、shoulv（6748 jia）xiangtibinglun。

qiegongsizoujiamengweizhudeqingzichanmoshi，jiezhi2023niandi，yaduojiamengmendianzhanbigaoda97%。cijuzhizaijiangdiziyingjiudianchengben，danquebeiyaduodegesefuwuchengben、zhuangxiuchengbendengdixiaole。

yuweijulicheng，yaduobiaozhixingdetushuyuedu、fengcha、yexiao、xiyifuwudeng，doushijianlizaigongzuoliucheng、gongzuorenyuanhecailiaochengbenzengjiadeqiantixia。zaizhihushang，yourenwen“yaduojiamengzenmeyang？”dixiayigehuidacheng，“ruguoninengrenshouzhonggaoduanqinghuaijiudiangaotouru，nengrenshoumeigejidujiqianbudengdetushuweihufei，nengrenshoubaijianfang2000wanzuoyoudetouziqiehuibaozhouqi3zhi6nian，neiyaduohaixing。”

zhenduiyaduolingshouyewudeweilaifazhan、chengbenkongzhi、jiamengshangtidaodehuibaozhouqidengwenti，《caijingtianxia》xunwenyaduofangmian，jiezhifagaoweihuohuifu。

hennanshuo，kaomaizhentouzhichengqijituanyewu，shiyaduodezhangjiuzhiji。

（文中王月、孙仲、林溪、俞伟为化名）