wen | lvedacankao xiaoyao

编辑 | 原野

01 “整顿年货”

“nihuanxiangshoudaodenianhuovsshijiqinqidailaidenianhuo”“guonianshoudaozheixienianhuojiulaoshile”——12yuechu，julichunjiehaiyoujiejinlianggeyuedeshijian，shejiaopingtaishang，bengaizaiqimozhounulifuxidedaxueshengmen，hebengaizainianmorenzhenshangbandexinshengdaidagongrenmen，sixuyijingyueguoyuandan，piaodaoleguonianshenshang。congwenanzhongdaidehuatibunankanchu，tamendoushi00hou。

xiangdaoguonian，yixiangyi“dachanyatou”“dachanxiaozi”zijudetamendiyigexiangdaodejiushinianhuo。

daizhemeihaodechangxiang，tamenweizijixiangyaocongqinqineilishoudaodenianhuoliexia“xuyuan”qingdan：luosifen、huojimian、moyushuang、latiao、shupian......meiyiyangdoushizijiaichidelingshi。yourenyangyan，ruguoqinqidaizheixiedongxilai，zijikeyiyizaobianzhanzaijiamenkou，shenzhishicunkou，laiyingjieduifang。

zhishi，dangsixuzuizhongluohuixianshi，tamencaixiangqilai，qishizijimeinianguonianshoudaodedoushi：chunniunai、yingyangkuaixian、babaozhou、shatangju......yuqianzhebunengshuoshiyimoyiyang，keyishuoshihaobuxianggan。

gengjingrendeshi，dangjiangzheizhongluochafabuzaihulianwangshang，tamenzaiwangyoumendegongmingshengzhongfaxian，quanguozainianhuowentishangmoqididachengleyizhi。biruhebeirenshoudaodenianhuozhongbiyoululuxingrenluheliugehetao，anhuirenshoudaodenianhuozebiyouxiangpiaopiaolihe。erzijijiaweikerenzhunbeidenianhuo，yebiyousanzhuangchengzhongdebinggan、zaogao、jianguo，hejishishangxinxianchuludekangleguo、qiaomaisu、chaomitang，yijigezhongyanlibaozhuangdetangguo。

duiyuzheixienianhuo，yourenyinqizhongfuchuxiangandaoyanfan，yourenyinbuxihuantamendekouweierfangan，wulunqianzhehaishihouzhe，dachengdeyigegongshishi：nianhuodaolegaihuandaideshihou。tamenshenzhixiadingjuexin，yao“zhengdun”yixianianhuoquan，yincixuxia“dengwozouqinqishihuibazheixietongtonghuandiao，songwomenxihuandenianhuo”dechengnuo。

danyouyuzaitamenbiaoshudeguochengzhong，duichuantongnianhuodecuocibiandizhiyiguoyumingxian，birujiangyikuandanhuangsederuantangxingrongwei“tangzhongdafeirou”，jiangwanglaojimiaoshucheng“duyao”，haiyaoyongxunwen“daodisheiaichi（he）zheigedongxi”defangshizaicijinxinggongji，yijixuyuanshoudaodenianhuoyufalipu——biruyourenliechulechelizi、liulianhewugujizhua，shenzhihaiyouqianduanshijianshejiaopingtaishangbaohuodexuewenqiaokeli，yichangzhengbianjiucidansheng。

zheichangzhengbianweiraodezhutishi，zheixiedongxidaodihaobuhaochi，tamenxubuxuyaobeihuandiao，yijineixiebeitichudeyuanwangshifouyoushixiandekeneng。qizhong，duichuantongnianhuoxihaodetaolunyiranzhanjuzhudaodiwei。

buaiderenshuo，shoudaozhihoutiantale，rengledoubuchi；aiderenshuo，buxuyourenwunita，sheishuobuhaochiwozaizheidengzhe。

yishizhijian，nianqingrenmenfenfenxuanbianzhandui，weizijiyibiande“daiyanren”liuxia“shouhu”“jiayi”dengzhichidehuayu，taiduzhirenzhen，taolunzhijilie，buyayuzongziyudoufunaodetianxiankouweidengremenhuati。

zhenggechangmianjirendeganjueshi：haimeiguonian，yijingkaishirenaoshangle。

buguo，zhenzhengcanyutaolunderenhuoxubuzhanduoshu，daduoshuxiangguanneirong，pinglundeshuliangdoumeiyoudadaodianzandeyiban。yuanyinzaiyu，gengduonianqingrenxuanzezhongli“kanxi”，buzhanrenheyibian。leiside“heshilao”lichangyefanyingzaipinglunquli，“meiyiyangdouaichi”“qianhoujizhangtuwodouxihuan”，henduodouhuodelegaozan。

shenghuojingyangaosutamen，nianhuogengduoshiguonianqijianzhengcandetidaipin，banyeeledeshihou，zijibuhuitiaoshi。

02 新与旧

00houduichuantongnianhuochanshengdichuxinlihuoxuqingyoukeyuan，bijingtamendequebuzainianqing：liugehetao、yingyangkuaixianshizai2005nianshangshide，babaozhoudenianlingshenzhibitamenhaida——shangshiji90niandai，yinluhewahahaxianhoutuichuleguanzhuangbabaozhouchanpin。

zheixiechanpincengjinghenshouhuanying，zuichubeidangzuonianhuosongjiqinyou，yeshichuyuyingyanghemeiweidetedian。zhishishijianyizhang，chengweilegudingchuantongdenianhuobuzaifuheshouzhongmendekouwei，tabanyandejiaoseyejiugengjiapianxiangyuyigejierilixiangzhengxingdejixiangwu，yejiushinianqingrenkouzhongde“laoyanyuan”——congzheijiatidaoneijia，yonglaibiaodazhufudexinyi，queshiqulezuoweishiwuzuigenbendejiazhi，yinweihenshaoyourenzhendehuiquchi。

er00houmenxiangyaodapojiudenianhuochuantong，jianlixindenianhuozhixu，beihoudelinianzhichengjiushiyizhongshiyongzhuyi：xiwangnianhuonengbuzaishiyizhong“baishe”，ershifahuichuchulexiangzhengyiyizhiwai，gengzhijiede“shiyongjiazhi”。

zheidagaiyeshibeihoudezhongduoxiuxianshipinpinpaisuoxiwangde——dangnianhuobuzaizaigejiazhongxunhuanliuzhuan，ershizhongtubiandedaoxiaohao，songlixuqiububiandeqingkuangxia，xiaoliangtishengchengweibiranjieguo。

nianhuoshixiuxianshipinxingyezhongyimenquedingxingjigaodeshengyi。

zainianhuodaidongxia，chengdelulu、wahaha、wangwangdengpinpaizaidisijidudeyingshoushizhongchuyuyinianzhongdejiaogaoshuiping。

genjukuaixiaoxingyedashujugongsi“mashangying”dexianxialingshoujiancewangluoshuju，baokuojianguoliheleichanpinzaineidejianguozuhezhuang，zai2023nian1-2yueqijiandexiaoshouezhanjulequannianxiaoshouede60%zuoyou，xiaoshoujianshuyezhanjulejin40%。madajieshipinccoyangxuebaozaijieshoucaifangshicheng，2021nianchunjie，chuxiqianlianggeyuedexiaoshouezhandaomadajiequannianxiaoshouede50%zuoyou，ciqian，tongshijianduandexiaoliangyiduzhandaoquanniandeliucheng。

zheiyerangnianhuoshizhongchengweishipinyinliaozhizaogongsiyinianzhongyewuzhunbeidezhongzhongzhizhong。

jinnian，bi00houmendetaolungengzaoyibu，zaidisijidugangkaishideshihou，qiaqia、jingzi、sanzhisongshu、laiyifen、yanjinpuzidenggongsijiuyijingbamuguangzhuanxiangnianhuo，kaiqilebeihuoheyingxiao。yijingziweili，dongmifengwenjibiaoshi，gongsijiangzaixianxiakaizhanzhutidian、minixiu、shichituiguangdengwanchangguimodepinpaiyingxiaohuodong，tongshizaixianshangcanyudouyin、tianmao、jingdongdengpingtaidezhutiyingxiaohuodong，bingjiaqiangzhibodaihuohewuliuxiaolv。

xinlaopinpaizainianhuo“zhanchang”shangdezhanzheng，qishizaoyidaxiang。

cong2012niankaishi，yibaicaoweiweidaibiaodexinxinglingshipinpailuxutuidongchanpinjinjunchunjiechangjing，bujintuichunianhuolihe，haijiadalecuxiaolidu，qitucong“laozihao”shouzhongfenyibeigeng。

shishizhengming，zheiyangdechangshizaiyidingchengdushangqudelexiaoguo：shouxian，zheirangnianhuoyizhizaiqishushiqudewanglaoji、wahaha、qiaqiadengpinpaiganshoudaoleyisiweixie，fenfenzaibaozhuangheyingxiaoshangxiagongfu，yigongguxiaofeizheduiqixiachanpinnianhuoderenzhi。

qici，nianhuozaixianshangqiaoranfashenglehuandai。2017niankaishi，sanzhisongshu、baicaowei、liangpinpuzidengxinxingpinpaizaitianmao、jingdong、douyindengduojiadianshangpingtainianhuojiedexiaoliangchaoguoledali、qiaqia、xufuji、wangwangdengchuantongpinpai，bingzaihenzhangyiduanshijianneizhanjuzheqiansanmingdeweizhi。

danzheibingbuyiweizhechuantongpinpaizaizheichangzhanzhengzhongwanquanshibai，tamenzaixianxiadehuchenghe，wulunshituiguangxiaoshouqudao，haishizaixiaofeizhexinzhongjianliqidexinzhi，yirannengda——fouzeyebuhuiyouxianzai00houmendetucao。

03 理想与现实

budebuchengrendeyigeshishishi，henduoshihou，lixianghenfengman，xianshihengugan。

jinguanzaixianshang，nianqingrenxuyuandeluosifen、latiaodengnianhuoxiaolianghuore——2021nian，luomandiluosifencengjingdengshangguopinduoduonianhuojiemeiweishipinpaixingbangdisimingdeweizhi，yigejiaoyuzidelatiaopinpaiyecengzaitianmao2023niannianhuojieshipinpinleizhongchengweixiaoliangdisiming，danzheixienianhuoxiangyaoluodixiaoxiancheng，bingdabaichuantongnianhuo，yiranmeineimerongyi。

zheizhuyaoshiyinweixinlaolingshipinpaidetuiguangxiaoshouqudaobutong。

chuantonglingshipinpaizhuyaotongguoshangchaodengxianxiashitidianpujinxingtuiguangyuxiaoshou，zheirangrenmenwulunshizaidachengshihaishixiaoxiancheng，doukeyiqingsongqielijidedaotamendechanpin；erxinxinglingshipinpaidetuiguangyuxiaoshou，chulexianshangzhiwai，gengduoyikaoliangfanlingshidian，jinguanpinpaizishenyecengkaiguoxianxiadianpu，danzheiliangzhongdianpudoushangweizaixiaoxianchengdedaopuji，zhishaoshangweirangxiaoxianchengjuminmenjianliqiquneiligoumainianhuodexiaofeixiguan。

lingyifangmian，goumainianhuoderenqunyejinyiburangxiaoxianchengchengweichuantonglingshipinpaidetongzhiquheshushiqu。

butongyuyijingdadaoxiangyingnianlingqieyongyoushourulaiyuan，yincizhujianchengweizouqinfangyou、goumainianhuodezhulijunde90hou，00houyidaizhongxueshengjuduo，wulunshicongnianlinghaishiconggoumaililaikan，tamenzhangwonianhuohuayuquandekenengxingdoubugao。

goumai、zengsongnianhuodehuayuquan，yiranluozaitamenfubeiyidaideshouzhong。erzheigequntixianranbuhuishiwanggou、lingshidiandechangke。

nianhuodejielibangchuandao00houyidaideshoushang，huoxuxuyao5~10niandeshijian。daoneigeshihou，lvlvbeichuanchu“duanqin”zuofadetamen，haihuibuhuimainianhuozouqinfangyou，kongpahaishiyigeweizhishu。

buguo，00houmenyebubiyincijuewang，zheixiechuantongdenianhuoxiaoshizaishiyedekenengyirancunzai，zhibuguoshiyilingyizhongfangshi——beizuoweinianhuodechanpinliantongzhenggepinpaiyitongxiaowang。

yigebudebuchengrendeshishishi，laozihaomendangxiadeshengcunzhuangkuangbingbuleguan，yizhiyujinjinianlaipinfanbeichangshuai。

yuanyinzhiyi，zaiyunianhuo——suiranzaiyidingshiqidailailefenghoudeyingshou，dannianhuoweipinpailiuxiadexingxiangyeweiqizhuqileyizuohennanzouchuqudeweicheng，renmenzhizaiguonianshixiangqitamen，qitadeshihouzemobuguanxin，zheirangzheixiegongsideshourulaiyuanwangwangguodudanyi，qiegaoduyilainianhuoxiangguanchanpin，bujinzaochengzengzhangkunnan，jingyingdefengxianyesuizhizengjia。keweichengyenianhuo，baiyenianhuo。

weilezijiu，yixiepinpaizainulikaituoxindechangjing，biruchengdelulu。

2023nian，gongsijiangyanfafeiyongtishengle33.93%，tuichuwutangbadanmunai、xingrenkafei、xingrenmochafengweiyinpindengxinpin，shitudakairichangxiaofeishichang。

zhishitaweinengshouhuoduiyingdehuibao：chengdeluluxinpinsuoshudeqitayewu，dangnianyingshouwei220.59wanyuan，zaizhengtiyingshouzhongzhanbi0.07%，zaizhihoudebannian，zheigeshuzijibenweibian。yuzhixingchengduibideshi，xingrenluxiliechanpinzaichengdeluludeyingshouzhanbishizhongzai90%yishang，jinnianshangbannianyidudadao96.91%。

zongdelaishuo，00houmenkeyixincunxiwang，danbunengguoyuleguan。younianhuodaxiadejichuzai，zheixieshiwujulisiwanghaihenyaoyuan，zhishaoduiyudangxialaishuo，nianhuoxinlaogejubuhuilikebeigaibian。

hejiehuoxushizuihaodexuanze。

dangrenmenyijingzhujianjieshouchaoshizaichunjieqijianbofanggudingbeijingyinledezuofa，bingyinyinleduoweiliudehuayanchangde《gongxifacai》，jiang“liudehuajiedongzhong”zuoweitixingchunjiejijiangdaolaidewangluogeng，zaiguoniandexiaoxianchengcainengchidaodenianhuo，yenengchengweiyizhongteshudeyishigan。