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lujiaojue、hongshuijinghuazhu、kelaien、guibeizhu、manlvrong……jinliangnian，shengzhangzairedaiyulinzhongzitaigeyidezhiwu，zhengzaijinrudoushinianqingrendeshenghuo，chengweizuihuo“fenweigan”danpin。shouzhonggufeng、beioufeng、chajifengdedaidong，bushaonianqingrenjiangredaizhiwurongrudaozhuangxiuzhong，pengbofanmao、zaoxingganqiangderezhibujinnengzhiyurenxin，hainengzhangxiangerenpinwei。

rezhishi“redaiguanyezhiwu”detongcheng，zuizaoliuxingyuoumei，erhouzaidongnanyazouhong。instagram、facebookdengshejiaopingtaishang，rezhiquandalaofenxiangdezhenxipinzhong、yanghuzhishi，xiyinlezuizaodeyipiguoneiwanjia“chuizhirukeng”。2016nianqianhou，lengmenxiaozhongderezhiquancengchujianchuxing，xiquehuopinkaishizaiquanzililiutong。

xiangbiyuduorou、lvluodengchangjianzhiwu，zheizhongguanshangyezidezhiwupubianjiazhibufei，youqishijinhuapinzhong（zhizhiwuyinjiyinbianyi，zaijing、yepianshangchuxianbuguizedebaise、hesehuoqitayansedebanwen），yipianyezidongzhejiqianzhijiwanyuanbudeng，guideshenzhijinshiwanyuan。zaiqianbujiudewuxirezhizhanshang，yikuanxiyouguibeizhubiaojia26wanyuan，yipenkansipingpingwuqidehuoyanbaxiguibeizhujinhuaxiaomiaobiaojia88wanyuan。

zaishejiaomeitishang，weizhiwu“kejin”degushibibijieshi：youzhibojianli，haojigezhiaifenweiyizhupinxianghaoderezhizhengpoletou；yourenyongmaiyigeshechipinbaodejiagemaixiayipianyezi；yourenrukengjinian，hualejishiwan，fangmanbangeyangtai，peishangyizhangbumandutewenluderezhitupian，biannengshouhuowushuyanxiandemuguang……

jinxienian，guoneirezhikaishidaliangfanyuhezajiaohou，xingyemenjianhechanpinjiagemanmanjiangdi，zuixinyu“rezhi”denianqingrenyuelaiyueduo，daidongleyipixianshangrezhidianpudebaohuo。taobaoshujuxianshi，jinsannianlai，redaizhiwuchengjiaoguimo、chengjiaorenqun、dingdanliangjunfanle3bei，zhulixiaofeirenqunjizhongzai20sui—35suizhijian，jinnianshuang11qijian，rezhisaidaoxiaoshouetongbizengzhang40%，chengjiaoyonghushuzengzhang80%。

《tianxiawangshang》caifangleqizhongpoyoudaibiaoxingdesangeshangjia：jiaozaorukengdegaojiewanjiawuziranhehaitao，congwanjiazhuanxingweishangjia，rujin，liangrenchuanglidedianpu“zongyeinwild”nianxiaoshouechaoqianwan；conghulianwangcizhimairezhideyuanyuan，pinpinyazhongbaokuan，jiang“kuailezhiwu”zuodaoleimutop；95houqinglvliaowantianhelifangxusuochuangbande“guaniuyulin”，nianxiaoshouedadao400wan，zaitadezhibojianli，yizhu“hongshuijing”nengmaidaole3wanyuandegaojia。

rezhishichangdegaosuzengzhang，rangcengjingcongzhiwushijiezhongjiquliliangdewanjiamen，zaiaihaoheshangyejianfaxianleyigekenengdepinghengdian。

从玩家到商家，“中产网红单品”撑起小众生意

duiwuziranhehaitaolaishuo，zhiwushifanmanggongzuozhongzuiwenroudezhiyu。

chengweizhiwuwanjiazhiqian，tamenyigeshiyouxiruanjianshejishi，yigeshipinpaishejishi，shenchufanhuaxuannaodeshanghai，liangrendoukewangzaikuaijiezoudechengshizhongliuchukongxi，ziwozhiyu。

“dangyizhuzhiwuchengzhangshi，keyiqingxidikandaotadewenliheshengzhangguilv，ganshoushengmingdemailuo，zheiduiwomenlaishuoshiyizhongjingshenjituo。”2016nian，lianggerezhixiaobairule“keng”，kaishigoumaiqiuhaitang、manlvrongdengpinzhong，shunzhexingqubainonglejiniandeyezi，jianjiandi，jialideyangtai、juzidoubianchenglezhiwudezhanshijia。

bishi，guoneirezhiquanwanjialiaoliao，duoyinanxingyonghuweizhu，yinweishengzhanghuanjingyaoqiu，guoneirezhiduoconghaiwaijinkou，dongzheshuqianshangwanyuandejiage，yerangrezhibeichengwei“zhongchanshepin”。

youyuzaiguoneihennanmaidaoxiyoudepinzhong，liangrenshichanghuipaodaodongnanyagoumaixihuandezhiwu，beihuiguonei，dengdaizhiwumenfupen、faya。“rezhideyanghufeichangzhongyao，yinweimeiyoutaiduojingyan，womenzhuyaohehuayoujiaoliu，yidiandianmosuo。”wuziranhehaitaojiangxiyouderezhizupeichenggonghuoyikaoqieduanfanzhichuchanliang，jianjiankaishizaizhiwujiaoyiqunzuchushoujiquanneiwanjia。

suizhexuqiuliangyuelaiyueda，2018nianxiabannian，wuziranhehehuorenhaitaoyipaijihe，gancuicizhichuangye，liangrenkaichuzhuanmaitiannanxingkezhiwurezhidetaobaodian“zongyeinwild”，chengweidiyipirezhixianshangdianpu。wuziranxiang《tianxiawangshang》biaoshi，“zongye”dechuangli，bingfeikandaolemingxiandeshangyequshi，gengduoshichuyuaihao。

chuangyechuqi，qudao、huopin、yunshu、yanghu、xiaoshouyijishouhou，yijiaoyigekengcaiguolai，qizhongzuidadenandiandemoguoyu“huo”。

liangrenhualedaliangshijiancongnanmei、taiguo、eguaduoerdengdijinkoumuben（jinxingzajiaoyuzhongshi，canyuzajiaodeqinbenzhiyi，tongchangzhijieshouhuafendecixingzhizhu）。paimaihuodeyixieyuanzhong，daihuiguoneijinxingfanyu、yangda，zaichushou。2019nianqianhou，suizheguanzhujinhuarezhidewanjiayuelaiyueduo，gongjiquemeiyougenshang，zhiwuquanzixianqichixudezhangjiakuangchao，rezhijiagefangfozuoshanglehuojian，bufenpinzhongjiageyinianzengzhang20bei。

shichangpaomoguoda，“zongye”quebingbuxiangzuoduanqishengyi，liangrenzhuanerzaisuzhoujianqileyige3000duopingdewenshidapeng，kaishizijiyuzhong，baozhangzhiwudezhilianghewendingxing，fuwuyuxiaoquanceng。

huopinyuelaiyuewending，dianpupingwendizouleliangnian。2020nian10yue，wuziranhehaitaokaiqiletaobaodianbo，jiangbushaoquanneiwanjiayaoqingdaodapengzhongjuhuiliaotian，chenjinshidechangjingxiyinlebushaoxinke，liangrenyiwaidifaxian，zhibojianyiwuyijiadexingshifeichangshihezhiwudezhanshiyijihudong。

zici，laowuhehaitaokaishibajingyingdezhongxinfangdaozhibojian。rujin，“zongye”zhibojiandeyingshouzhanbidadaoquandiande80%。

suizheshichangfanyugongjidezengduo，rezhidejiagezhujianhuiluo，congcengjingdezhongchanwanghongdanpinbianchenglegengweidazhonghuadeshangpin，yonghuquntiyebuduannianqinghua。jujieshao，bufennianxingjiqiangdefensi，zaidianpudedanyuexiadanjinekeyidadaojin20wanyuan。

白领闷头“入局”，靠差异化货品突围

yuqitaxingyebutong，rezhiquandetoubushangjia，jihudoushiwanjiazhuanxing，baaihaozhuanbianchengshiye。

90hounvbailingyuanyuan，zhuangxiufangzideshihououranmailedianlvzhidangzuoshineizhuangshi，meixiangdaoyixiabeixingzhuanggeyiderezhijingguanxiyin，bianchengrezhichimiaihaozhe。

“rezhiquanzihenxiao，zaoqiwojiushichangzai“zongye”zheipizishenwanjiadedianpugoumaishangpin。”yuanyuanxiaozheshuo。cong200yuanyipendehaiyu，yuemaiyuegui，zuihouwandaoshangwanyuanyipendezhiwu，zuifengkuangdeshihou，tadejiazhongbaile200duopenrezhi，lianjiaoluolidousaimanle。

2021nian，weilegenghaodidalizheixierezhimen，yuanyuanzaishenzhenzuxiayijianzhanting，zuozhanshidetongshishunbian“huixue”。

hongshuijinghuazhu、duanjinghuangjinguibeizhu、lujiaojue、manlvrong……shuzhandezhizhubagengduoguanwang、haoqiderendaidaolezhiwudeshijie。yinweirezhixianxiadianxishao，yipishenzhenbendidewanjiazhuanchengpaolaicanguan，xianxiamendianbuduanyingli，rangyuanyuankandaolerezhishangyehuadekenengxing。

“helan、aozhou、meiguoyijingpaochulebijiaozhuanyedeyizhanshiyuanyipinpai，guoneirezhishichanghaiyouhendadefazhankongjian。”hulianwangchushendeta，shenanxianshangxianxiadewanfa，yushiyuanyuanyouzaixianshangkaichu“kuailezhiwu”taobaodianpu，yuxianxiazhantinghuweibuchong。

rujubingbusuanzao，“kuailezhiwu”jiyunianqingyonghuquntidedongcha，kaishiyanzhehuopinfangxiangdechuangxinxunzhaotupokou。jutajieshao，heqitapinleiyoujiaodachayideshi，zhiwuquanzimeiniandeliuxingqushiyizhizaigengdie，huopindedingjiagengduoshiyougongxucaiding，zaibaodepinyidandaguimopeiyuchenggong，bianhuijiangjia。zaiwuyixiweiguiderezhiquan，sheigengkuaidizhuazhushichangqushi，sheijiunengchidaoxinpinzhongdediyikouhongli。

tongluoshaoshuijinghuazhu，shi“kuailezhiwu”yazhongdediyikuanbaopin。tongluoshaohuazhushishuijinghuazhudeshengjikuan，zuizaolaiziyindunixiya，xiangbiyuximailuodeshuijinghuazhu，tongluoshaohuazhudeyepianchengxinxing，yexingyouyuanyouhou，yincideming“tongluoshao”，jiageyegenggui。“kuailezhiwu”maichulejibaipentongluoshao，yikeshoujia800yuan，jihushidangshishichangdezuigaoshoujia。

quanzixiaozhong，jibenjiushikaokoukouxiangchuan，zaitongluoshaoshuijinghuazhuzhihou，“kuailezhiwu”xiangjizhuazhulenanmeiyuanzhongshuijinghuazhuheyinshuazihuazhuderedu，jinyibudakaileshichang。

yuanyuanrenwei，redaizhiwushichangdejingzhengbingbuxiangqitaxingyeneiyangjilie，gengduoshixiaoermeidefazhan，meiyijiadianpudouyouzijidutedekehuqunti。

suizheshichangdebianhua，“kuailezhiwu”congzuichudeyilaijinkou，daozichanzixiao，zaidaoyongyoulezijidezhongzhijidi。“xianzaishangjiadoukaishizuozifan，meiyijiadianyunyudezhiwu，douhechuangshirengerendeshenmeiguanlianhenda，yixierezhipinzhongdaiyoukaimangheshuxing，duihuopindebawohuoxushiweilailakaichajudeguanjian。”yuanyuanbiaoshi。

95后农业大学毕业生，把一株植物卖到3万

suizherezhixingyebaofa，yuelaiyueduode“juejinzhe”kaishijinru。zhiwudeshoufen、peiyuyouyidingmenjian，yixiexiaozhongzhiwuzaishichangshanghaicunzaiquekou，zheiyejilezhuanyeyuanyiaihaozhefazhandeqiji。

zaizhejiangshengtongxiangshichongfuzhen，hongshuijing、kelaien、papi、heitao，heifenghuang，kala，huofuman、siliewenshuijingdengduozhongredaizhiwuhuijizaiyipian15muderedaizhiwulvzhouli。zheipianzhejiangshengzuidadehuazhuyuzhongjidi，beihoudechuangshituanduishiyidui95houqinglv。

ju“guaniuyulin”chuangshirenahuajieshao，tahenanyouhujiaofenbieshizhejiangnonglindaxueheshandongnongyedaxueyuanyizhuanyedexuesheng。daxuebiyehou，liangrenzaidachengshidexieziloulizuoleyinianduobailing，danzongjuedebushizijixiangyaodeshenghuo。

“suizherenmenduijiajuhuanjingyaoqiutigao，shineilvzhishichangyinglaikuozhang，youqishitiannanxingkehuazhushuzhiwu，yinweishiyingshineiruoguanghuanjing，qieyesefengfu、zhuxingduoyang，jijushichangqianli。”2020nian，liangrenguqiyongqicidiaogongzuo，kaiqilerezhidechuangyezhilu。

“guaniuyulin”deshichangdingweishifenmingque——zhuanzhuyugaoduanwanjiashichang。zaihujiaokanlai，muqianrezhisuiranhuore，danhaibushizuidazhongdeyuanyichanpin，suoyijinliangsannian，“guaniuyulin”jiandingzuogaokedanjiadechanpin。

congguowaiyinzhonghuilaijinxingqianchahuozhezajiaofanzhi，zichanzixiao，daduoshuwanjiatoutengdehuopinpeiyu，duiyulianggeyuanyizhuanyebiyeshenglaishuobingbusuannanshi。danhenkuai，diyigekanchuxianle，yinweiduidianshangpingtailiuliangjizhibushuxi，hujiaoheahuajinglilemanzhangdemosuoqi。

juhujiaojieshao，rezhideshoumaizhuyaozaizhibojianzhong，zaihenzhangyiduanshijianli，liangrendezhiboshijianbingbuguding，zhoujizhibo、jidiankaibo、yugaokaibodoushisuixinqing。jinglileliuliangbodonghou，“guaniuyulin”diaozhengleyunyingcelve，kaishilelianbo，tongshizaixianrenshuheguankanzongrenshudouyouledafududetisheng，jingguobanniandejilei，“guaniuyulin”chendianxiayipi20sui—40suidezhongshikehu。

zaitaobaozhibojian，tamencengmaichuyike3wanyuande“hongshuijing”zhizhu，maichuyipian2.6wanyuande“huashengmaxituan”deyepian。

hongshuijinghuazhuheguaguakelaien，shi“guaniuyulin”deliuliangchanpin。yiguaguakelaienweili，liangrenyongshiliangnianduo，congshuyiwanjidezibomiaozhongxuanyuchuleguaguakelaien，yindayepian、mijiwenluheguangzegan，guaguakelaiendeshichangjiashuizhangchuangao。muqian，dianneizizhupeiyudeguaguakelaienzuigaoshoujiawei2800yuan。

“guaniushiwoniudeyisi，womenyexiwangxiangwoniuyiyangjiaotashidi，yibubushixianzijidemengxiang。”hujiaoshuo。

热带植物成“潮品”，这门情绪价值生意有多大？

yuelaiyueduoderenkaishizhuiqiuqingxuzhiyuhejiajumeixue，rezhichengweixinde“chaopin”hexiaofeifuhao。

zaitaobaoxianhuayuanyiyunyingxiaoerxiuruidedongchazhong，2020nian，huoyuezairezhiquancengdewanjiazhujian“xiachang”，kaichuzijidetaobaodian，yizhibodexingshikaishishoumai。bishi，taobaoshangderezhiwanjia，daduoyixiaoquanziweizhu。

2023nian，shiyidaomingxiandefenshuiling。guoneidehuopinbuzaiyilaijinkou，rezhijingguodaliangfanyuhezajiaohou，jiagejiangdi。shejiaomeitidezhongcao，duiredaizhiwudeliuxingqidaoletuibozhulandezuoyong，xuduozhiwuaihaozhetongguozheixiepingtaifenxiangzijidezhiwuyanghujingyan，xiyinlegengduorendeguanzhuhemofang。

shichangzaibian，xiaofeizheyezaibian。

yiqianshizhuanyexingwanjiaweizhu，erxianzai，congmeiyangguozhiwudenianqingrenshenbianchuxiandediyikezhiwu，dagailvjiushirezhi，cong“jinzhijiaolv”dao“wanshibunangua”，yuelaiyueduodezhiwujishendagongrende“gongweidazi”。

“jiexialai，rezhishichanghuiyuelaiyueduoyuanhua，yiqiandajiazhiguanzhuguijiazhiwu、xiquezhiwu，jinnianrezhijiagexialaihou，pinleihuiguidaozhuangshishuxing；qici，pinzhongsaidaoyezaibuduanbiankuan，chulechuantongdehuazhu，lujiaojue、caiyeyujinnianzengzhangsudufeichangkuai，guibeizhuyoufanhongle，xiaofeizhedexuanzeyuelaiyueduo。”xiuruirenwei，jiexialairezhidehuohuiyuelaiyuechongpei，buzaizhangwozaishaobufenshangjiashouzhong。zaitaobaopingtaishang，neirongnengliyueqiang，pinkongjiaofunengliyueqiangdeshangjia，huigengjubeijingzhengyoushi。

zaishangyehuashenzhichanyehuadecengmian，lvzhipinleizhengtisihuhaiyouhendadefazhankongjian。danzaiyuduomingshangjiadefangtanzhong，《tianxiawangshang》ganjuedao，rezhishangqieshiyigexiaoermeidexingye，shangjiamenjishaotanjijingzheng、kuozhang，gengduodeshitanfazhan、weilai，poyougemeiqimeideyiwei。

“wobuqidaimeigerendouxihuanrezhi，zheibenlaijiushixiaozhongquancengdewenhua，shijianwanwuyouqianqianwanwandexuanze，meiyigerenqundoukeyizhaodaogengshiheziji，gengxihuandedongxi。”wuziranrenwei，touguoxihuandedongxi，womenyenengdudongziji。