文 | 定焦 苏琦

编辑 | 魏佳

guzihuole，“chaogu”denianqingren，qianbaoyoukongle。

jieshiyixia，“guzi”laizierciyuanwenhua，shijiyu dongman、yingshi、 youxi、 ouxiang、 wangwendengneirongipyanshengchulaidezhoubianshangpin，shigoods（shangpin）deyinyi，baokuohuizhang（youjiaopaji）、 haibao、kapian、 guajian、lipai、shouban、wawadeng，goumaiguzizebeichengwei“chigu”。

jinnianguquandeyidachuquanshijianshi，aoyunguanjunquanhongchanzaiaoyunhuiqijianshaichulezijidetongbao（guamandongmanrenwuhuizhanghewanoudebaobao），yishijian，“tongwenhua”he“guquan”baohuo，chuleerciyuanaihaozhe，yeshoudaochugaozhongshengdezhuipeng。

xiaofeizhedechigureqing，bujinrangguangbogufen、aofeiyule、hualikejidengduozhi“guzijingji”gainianguzhangting，haiyanghuoleyipiguzidianheguzikaixiang/shounabozhu。gengzhongyaodeshi，kanzhunguzijingjideyonghuguimoheshichangguimo，yidapixianxiashangchaohelingshoumendian，doukaishidingshangguzijingji。

qizhongjiubaokuomingchuangyoupin。mingchuangyoupinjinnianq3xiangbiq2，sheyouerciyuanzhuanqudemendianshuliangzengzhangle300jia，erciyuanleimudexiaoshouyejihuanbitisheng50%，mingnianhaijiangmeiyuetuichuziyandeguzileichanpin。

henduorenhuoxuhuihaoqi，zheijiayuanbenzhudashiyuandianxingjiabiluxian、shenzhiyoudian“tu”degongsi，weishenmeyaozuoguzijingji？tashizaichaogainian，haishizhendeyouzengzhangkongjian？tongyangzuoiphechaowan，taheduishoupaopaomatehuizaierciyuanleimujixubipinma？

曾经的十元店，成了谷子店

rujindemingchuangyoupin，yijingbushiyinxiangzhongde“shiyuanzahuopu”le。

zuijin，「dingjiaoone」tanfangleweiyubeijingheshenghuidemingchuangyoupin。

jinmenyingmianjiushiyipaiyazhourenqiouxiangblackpinkdezhoubian，baohanjishikuanlianmingzhoubian，baokuoshoujiguajian、txubaozhen、xianliangxiaokahechakalipaideng。pangbianhaiyouyigequyuzhuyaoshoumaiguzi，ipfenweilianglei，yileishipaiqiushaonian、zhoushuhuizhan、lansejinqudengguquanduanhuowang，lingyileishilaoshaojieyidejingdianip，rulabixiaoxin、duolaameng、xiaomabaoli、aoteman、halibotedeng。

guzideskuyeshifenfengfu，liruxiaomabaolibaohankapai、yakelilipai、manghemangdai、nienietuanzi、guanyoutiedeng，qitaipyedoushiguzisanjiantao（baji、citie、yaochikou）、liushamajiang、leishepiao、sekadengyiyingjuquan，jiagecong49yuandaoshangbaiyuanbudeng。

名创优品店内卖的谷子产品，摄 / 定焦One

ju「dingjiaoone」guancha，zheijiadianli，wanjuleishangpin（maorongwanju+guzi），yijingchengweiquandianskuzhanbizuigaodepinlei，dierdapinleishidaiyouipderiyonghemeizhuangchanpin，disandapinleishixiangshuixiangfen，disidapinleishishipin。

qizhong，shoumaiguzidequyugukezuiduo，dabufenshijiazhangdaizhehaiziqianlai“jinhuo”，haiyoubushaoshinianqingqinglv。tamenbujinzaitiaoxuanshangpin，yehuinachushoujipaizhao。

qishi，mingchuangyoupinbingbushiyixiazibianchengguzidiande，zheishiqiipzhanlvedeyidayanshen。

guzideshangyoujiushiip，2016nianyilai，mingchuangyoupinyiyuchao150gezhimingipxingxiangzaiquanqiufanweineikaizhanhezuo。

xianzaimingchuangyoupindianneideriyongleishangpin，jibendoudaiyouiplianminglogo，baokuodishini、sanliou、baokemeng、halibotedeng。zheiyangdehaochushikeyilagaomaoli、tigonggaoyijiahegaofugoulv。

zhangqiguanzhulingshousaidaodetouzirenchenlijieshi，yiqianhenduorenjuedemingchuangyoupinshishiyuanzahuodian，benzhishangshiyinweidianneideshangpinbushaodoushibaipai，xingjiabishiyoule，danshikedanjiadi、fugoulvyedi。erdaiyouzhengbanipderiyongpin，haokan、youqingxujiazhi，youyijiadanbiqitazuoipdeshangpinjiagedi，cunzaichayihuadejiazhi。

youdiaoyanshujuxianshi，pingjiezheipdejiazhi，mingchuangyoupintishenglechanpinjiage，2023nianxiabannian，mingchuangyoupinpingjunshoujiawei14.2yuan，2021nianhe2022niantongqifenbiewei11.8yuan、12.8yuan。ergenjucaibao，mingchuangyoupinjinnianq3maolilvwei44.9%，zaichuangxingao，2023niantongqiwei41.8%。

名创优品大部分日用品SKU都是IP款，摄/定焦One

zairiyongpinshangchangdaoiphuatiantoudemingchuangyoupin，rujindingshangguzijingji，shixiangqiangduoipsaidaozhonggengxifendeerciyuanpinlei。

zaiqianbujiudeyejihuishang，mingchuangyoupincfozhangjingjingtoulu，mingchuangyoupin2024nianq3xiangbiq2，erciyuanzhuanqudemendianzengjiale300jia，erciyuanleimudexiaoshouyejihuanbitisheng50%。tongshi，yujimingnianjiangmeiyuetuichuziyandeguzileichanpin。

danshi，“guzijingji”huobaozhixia，mingchuangyoupindeduishouyezaijijuzengjia。

tongyangzaibeijingheshenghui，zaimingchuangyoupinqixiachaowanpinpaitoptoymendiandezuoyouliangbian，fenbiekaiyoukulechaowanhethegreenpartyliangjiachaowanjihedian。zheiliangjiadiangengleisiyuzaoqidemingchuangyoupinyetai，zhuyaoshoumairiyongshangpin、peishi、manghe、wanoudeng，jinqi，zheiliangjiadianyekaishele“erciyuanguzizhuanqu”。

tamenchuleshangxianlansejinqu、paiqiushaonian、yuanshendengdareipwai，haidouzaidianneikaishelebzhanqixiawenhuazhoubianpinpaibilibili goodsdezhuanqu。

TheGreenParty（左）和酷乐潮玩（右）在店内开设了bilibili Goods专区，摄/定焦One

ciwai，youyuerciyuanwenhuadeqiangshijueqi，daxingshangquanyezaiyouyifuchierciyuanjingji。heshenghuijiangzhenggeb3dounongchengle“qiagujiequ”，zhaolanle14jia+guzixiangguandemendianruzhu。jubuwanquantongji，muqianguoneiyierxianchengshidechao60gehexinshangquandouzaidazaoerciyuanxiaofeichengshidibiao，jingzhenglidukexiangerzhi。

卖谷子的“优”与“忧”

xianxialingshoubenzhishangshiyigefeichangxiongxiandexingye，danmingchuangyoupinyizhibaochizheyingli，jinnianqianjiugeyuejingdiaozhengjingliruntongbizengzhang13.7%，dadao19.28yi。

zuoweiyijialingshougongsi，jinnianqianjiugeyue，mingchuangyoupinshourutongbizengzhang22.8%，zhuyaoshiyouyumendianshuliangtongbizengzhang18.5%。

dao9yuedi，mingchuangyoupinzaiguoneidemendianshuliangyijingchaoguo4200jia，tongbizengzhang448jia，zengsubi2023niantongqifanghuan。mendianjiami，yingxiangjindianrenliulianghegoumaili，caibaotidao，tongdianxiaoshou（tongyijiandianzaixiangtongshiqixiadexiaoshoue）digeweishuzengzhang。yinci，mingchuangyoupinyaoxiangbanfaxiyingengduokeliu，guzijingjishitaxiangfalideyigefangxiang。

名创优品今年前三季度门店数量

chenligaosu「dingjiaoone」，xiangbimanghehewanou，guzileide“ruanzhoubian”jiagegengdi、liutongliangyegengda，nengxiyingengduogengnianqingdeyonghujindian。tongshi，guzizhishixiaofei“rukou”，hainengliandaixiaoshouqitapinleidechanpin。

duiyumingchuangyoupinlaishuo，fazhanguzijingjideyoushishijubeiyunyingbaokuanipdejingyanyijiyongyouzhongduoxianxiamendian。

hepaopaomategengduoshiziyanipxiangbi，mingchuangyoupingengxihuanhequanqiutoubuiphezuo。mingchuangyoupinxuanzelehenduozaizhongguoheribendouhuodezuidazhonghuadejingdianip，birulabixiaoxin、kenandeng，zheixieipmeiniandouyoujuchangban，laoiphainengbuduanfugaixinrenqun。“zheixieipmanmanyijingbianchengwenhuafuhao，yonghuxiaofeideshiziwobiaodaheyuxiaijiaosexianshilianjiedeqingxujiazhi，gengyuanyifufei。”guzidianlaobanyuanyuanbiaoshi。

yuanyuangaosu「dingjiaoone」，zhengbanguzibeihouyouyitiaowanzhengdechanyelian，fenbieshiipbanquanchiyoufang-ipdaili-shejiheshengchanchangshang-pifashang/gejidaili-lingshoumendian。qizhongshouquanfeiyongchengbenjiaogao，danmingchuangyoupinshouwo7000duojiaquanqiumendian，daguimomaiduanhoukeyitiaoguozhongjianshang，nengzaishouquanfeihechouchengfangmiantandaobucuodejiage。

danshimingchuangyoupinzuoguzishengyi，yebingfeimeiyounandian。

guzidexiaoshoueshifenyilaiyuipderedu，yidanxiayigeipdeqianyuemeiyouxushang，jiuhuiyingxiangxiaoliang。birumanwei、babidengip，doushijiezhudianyingfangyingshideredu，zhulichanpindamai。reduguoqujiuxuyaoxinipjiedang，jinqi，mingchuangyoupinjiushangxianlezhengzaiguoneizhongyingde《hali·bote》ipchanpin。

名创优品店内上线哈利·波特IP的产品，摄 / 定焦One

yinci，yaoxiangchanpinmaidehao，jiuxuyaobuduantouruxiangguanchengbenmaixinip。jinnianqiansangejidu，mingchuangyoupindeshouquanfeiyongtongbizengzhang38%，gaoyushouruzengfu。

qici，bulunshiguzihaishidazhongip，muqiandoumianlintongzhihuayanzhongdekunjing。guziyuexiyou、jiageyuegao，caiyueyoushoujijiazhi。danshixianzaigeleiguzidianshoumaideipdouchabuduo，mingchuangyoupinxuyaogengduoiplaibimiantongzhihuafengxian。

lingwai，congerciyuandeshentoulvlaijiang，yixianchengshijidongnanyanhaichengshihuigaoyuxiachenshichangheneiluchengshi，muqianmingchuangyoupinbingmeiyouzaiquanguosuoyoumendianshangxianerciyuanzhuanqu，kenengyeshichuyushichangjieshoududekaolv。caibaoxianshi，mingchuangyoupinmuqianjinyibandemendiandouzaisanxianjiyixiachengshi。

泡泡玛特门店城市分布

mingchuangyoupinzaiguoneikaile4200duojiamendianzhihou，guzijingjikongpahennanyikaomendiandechixuzengzhangjinyibutisheng，huoxuzaihaiwaishichanghaiyoufazhankongjian。

卖谷子，还是为了零售生意

yinweidouzaiweiraoipzuoshengyi，qiedoucengjiangmanghezuoweigongsidezhuyingshangpin，paopaomatehemingchuangyoupinchangbeifangzaiyiqijinxingbijiao。danzaiguzijingjizheijianshishang，liangjiagongsidezouxiangyoubenzhishangdebutong。

mingchuangyoupinyouzuolingshouchushendeyeguofuyishouchuangli，daoxianzaizuodeyeyizhishilingshoujiamengshengyi，guoneide4200duojiamendianzhong，zhiyingdezhiyou29jia，qitaquanshijiameng。suoyimingchuangyoupindeyingshouguimogengda，jinnianq3shouruwei45.23yiyuan。genjuyugu，paopaomatejinnianq3danjidushouruchao30yiyuan。ipduiyumingchuangyoupinlaishuo，zhishijieshitigaojindianliang、kedanjiahefugoulv，rangjiamengshangzhuanqiandegongju。

erpaopaomatecongyikaishijiukaoziyouipzhuanqian，qizhong，mollychuangzaoguoshizhizuigaojin1500yigangyuandeshenhua。zhidaoxianzai，ziyouip molly、the monstersheskullpandayijiushipaopaomatedesandashouruwangpai，zizhuipkaifadechanpindaojinniannianzhonggongxiandeshourugaoda96.2%。

jinjinian，paopaomateyizhihuanzhehuayangkaifaziyouip，baokuokaifa“megazhenzangxilie”dedawa，weigeipjiaruxinchengyuandeng。huanjuhuashuo，paopaomatekaixianxialeyuanheziyingmendian，yeshiweilezengjiayonghutiyan，zuizhongmudeshitigaozizhuipchanpindexiaoliang。

ziyouipdailaidefensizhanxinghexiangxiangli，rangpaopaomateshizhida1257yigangyuan，gaoyumingchuangyoupinde600yigangyuanshizhi。

paopaomatedaojinniannianzhong，waicaiipdailaideshourujinyou3.8%，zheiyeyiweizhepaopaomatebuhuijiangtouruzhongxinfangzaierciyuanchanpinheguzijingjishang，yumingchuangyoupinjinyibuzouxiangbutongdeipshengyifangxiang。

泡泡玛特今年上半年自主IP产品收入占比

ipdezuoyonghegongxianlidubutong，liangjiaduiipyunyingdetouruliduhefangfalunyeyousuobutong。mingchuangyoupinxihuanzhimingip、remenip，qianqitourugaodanshishibailvdi，xuyaojishigengxin，gengxuyaodamogongyingliannenglihemendianyunyingxiaoshounengli。paopaomatedeipdoushizizhufuhuade，qianqiqianyuechengbendi，danxuyaohenqiangdewajuehefuhuanengli，yekaoyanipdaodayidingchengshuduzhihougongsideyunyingnengli。

biruthe monstersqishiyijingshiyikuanlaoip，danjinnianqizaitaiguoshoudaomingxinghewangshidezhuipeng，jiashanggaixiliehexinip labubuzaileyuandewudaozaidouyinchuquan，ranggaixiliezaijinnianshangbanniandeshourutongbidazhang292%。

泡泡玛特在店内主推Labubu系列，摄 / 定焦One

touzirenchenlizhichu，zheiliangzhongweiraoipzhankaidebutongshangyemoshi，zaihaiwaiyehuiyinglaijinyibufenhua。

congshouruzhanbikan，paopaomatemuqianzhugongdongnanyashichang，zaibeimeiheouaodiqushourugongxianbuzu，yuanyinzaiyuqiipdejieshouduhaicunzaihendadebuquedingxing。fadaguojiadexiaofeizhegengshuxidehaishimingchuangyoupinhezuodechengshudaip。“zaihaiwaishichang，paopaomatemianlindetiaozhanhetadexiangxiangkongjianyiyangda”，chenlicheng。

泡泡玛特今年上半年海外收入情况

xiangbizhixia，mingchuangyoupinzaihaiwaijiezhudaip，fangqileyuanbenguoneideshiyuandianmoshi，ershigaojugaodadishulileziji“quanqiuiplianmingjihedian”dedingwei，tongshibadiankaizaifaguobalixiangxielishedajie、niuyueshidaiguangchangzheizhonghaohuadiduan，bushaojiamengdianyedoukaizaishizhongxindiduan，zouzhonggaoduanluxian。yeguofuzaicaibaodianhuahuishangtidao，2024nianqiansanjidu，haiwaishichangipshangpinxiaoshouzhanbichaoguo40%，xiaoshouetongbizengzhangjin85%。

jiezhi2024nian9yue30ri，mingchuangyoupinhaiwaimendianshuliangyijingyou2936jia，zhiyingdianyeyou422jia。tongshijinnianqiansangejidu，mingchuangyoupinlaizihaiwaishichangdeshouruzengzhang41.5%zhi45.43yiyuan，qietongdianxiaoshouzengzhangweigaodanweishu，haiwaishouruzhanbengongsizongshourude37.0%。chenlirenwei，mingchuangyoupinzuodaolelingshouyechuhai，zheizaiguoquqishimeiyoutebiechusedexianli，mouzhongchengdushangyelunzhengleqiipzhanlvezaihaiwaishichangdechenggong。

huidaomingchuangyoupinjinniandeyixiliedongzuo，keyikandao，yeguofudelingshouzhixinhaizairanshao。

jinnian9yue23ri，mingchuangyoupinxuanbuyi62.7yiyuanshougouyonghuichaoshi29.4%deguquan，beihoudeluojihaishituichongpangdonglaidelingshoumoshi。tongshi，jinnianmingchuangyoupinzaimeituankaisheyue500jiashandiancangxingtaide24hchaojidian，yujinianneijiangshangxianchaoguo800jia，tuozhanjishilingshouyetai。

yijingzhujianbaituoshiyuandianxingxiangdemingchuangyoupin，haixiangjiezheguzijingjijinyibufazhanzijidelingshoumeng。

应受访者要求，文中陈力、圆圆为化名。