文｜逐浪PRO

shengdanlinjin，oumeijiedaoshangdefenweiyirijiannonghou。dianpuzhonghehuahualvlvdezhuangshipinbingliede，shigese“heisexingqiwu”dejiangjiazhaopai。

zaishuangshiyijieshuzhihou，haiwaishichangyeyinglaileyinianyidudegouwukuanghuan“heisexingqiwu”（black friday）。yiyamaxunweishou，temu、shein、sumaitongdengzhongguokuajingdianshangpingtaiyejingenqihou，kaiqishengyan。

ciciheiwuyebeichengwei“shishangzuizhang”，zhiyinyizhongdianshangpingtailazhangzhanxian，zaishiyiyueshangbanxunjiuyiqiangpao。yujidaoshieryuezhongxun，zhekouhuodongrenghuiliuyouyubo。

raner，yixiangyinwumeijialianershoudaohaiwaishichanghuanyingdezhongguokuajingdianshangshangjia，zaijinnianheiwufaner“yuleng”。

diaochashujuxianshi，zhenduiheiwushourixiaoliang，yousichengmaijiabiaoshiliulianghepingshixiangjin，shenzhihaiyourenbiaoshixiaoliangbuzengfanjiang。

kuajingdianshangshangjiazhengyinglaihandong，tamenjiujieyudijia，shoukunyupingtaijizhizhong，jixuzhaodaoxindefangxiang。

一、史上最长黑五，寒气弥漫

xiaoouchuanhaoxuezi，nazheyusanchumen。tamuqiandingjuzaiyingguodemanchesite。toudingtianqiyinchen，sihuyaoxiayu。danhuaitianqilanbuzhuqiangliedegouwuyu，tadasuanqushizhongxinkankan。

zheishi2024nianshiyiyueshangxundeyimu。suiranheiwuhaiyouyiduanshijiancaizhengshikaishi，danzaioumeiguojiadejiedaoshang，gegeshangjiayibaichulexianhongdesalebiaozhi，shichangxushidaifa。

“heiwu”，youbeichengweiheisexingqiwu，zhimeiguoganenjiehoudediyigexingqiwu，tongchangzaimeiniande11yuedisigexingqisihoudediyitian。zaiheiwuhou，yeyou“wangyi”“jieliri”dengbutongmingchengdegouwuri。

zheiyitianyekeyibeichengwei“waiguodeshuangshiyi”，gegeshangchanghepinpaiwangwanghuizaizheiyitiantuichudaliangdezhekouheqingcanghuodong，manzurenmenzaishengdanjieqiandexiaofeixuqiu。

jinnianyuzhongbutongdeshi，heiwudeshijiangewaimanzhang。toubudianshangpingtaiyamaxundehuodongshijiancong11yue21rizhi12yue2ri，dadao12tian。temudeyurecongshiyuedibianyikaishi，yizhijiangchixudaoshieryuezhongxun。

chucizhiwai，shein、tiktok shop、sumaitongdengyetiqiankaiqiheiwuhuodong，weinianzhongdexiaofeishichangbuju。yanzhangshijianzhanxianbujinkeyijixiaofeizhetigongchongzudexiaofeishijian，yeweishangjiadeduopingtaifazhanxiyingengduodingdan。

ranerlingrenjingyadeshi，zhongguokuajingshangjiabiaoxianqueburuyuqi。bushaokuajingmaijiafankuidingdanliangtongbixiajiang30%-50%。

youmaijiazaishejiaomeititanqi：diyicicanjiaheiwuhuodong，xiaolianghepingshidoudachabucha；yemeiganshoudaoshenmewangji，meitiannengyouge20laidanjiuhenmanzule。

haiyoumaijiacheng，zijizaiheiwuqijianweilechongcibangdanshangdepaiming，zaiyuanbendezhekoushangyoudiejiale30%deyouhuilidu。danjieguoyuanburuyuqi，zhibipingchangjiageduolejidan。tahaibiaoshi，youtongxingmeitianweipingtaiduotourule50oudeguanggaofei，paiminghaishibuduanxiajiang，yijingdiaochutongpinleishangpinde300mingyiwai。

二、困于低价，制于平台

xingyeneijuanyanzhonghegepingtaibuduangengxindejizhixianzhi，shiyazaizhongguokuajingdianshangshangjiamenshenshangde“liangzuodashan”。

jinnianlai，bansuizheshein、temu，tiktok shopdengkuajingdianshangpingtaidexingqi，oumeishichangbeizhujiandakai，shangjiadaliangyongru。

2021nian，sheindeappxiazailiangchaoyueyamaxun，chengweimeiguozuishouhuanyingdegouwuyingyongchengxuzhiyi。wushurenmenzaijiazhongpanwangzheshangpinpiaoyangguohai。dakaiyouguanheinstagram，bozhumenzhengzhengxianceping，liuliangqingsongguobaiwan。

2022nian9yue，pinduoduozhengshituixingtemuyingyong，kaiqikuajingyewu。tarengjiuyidijiaweihexinmaidian，zhuyingguoneizhizaoqiyeshengchanderiyongpin，miaozhunmeiguoshichang。tongqi，temuyeshoutuiquantuoguandeyunyingmoshi。zheiyiweizhe，pingtaijiangquanquanfuzewuliu、lvyue、zhifudengliucheng，maijiajinxujianghuoyuangongjiguoneidecangku，jikeyuanchengwanchengwangdiandeyunying。

dimenjiandeyunyingfangshixiyinshangjiamenfenfenruju，suizhierlaidezeshisaidaoderijianyongji，yijineijuanbuduanjiaju。jushangwubu5yuefenjieshao，quanguokuajingdianshangzhutiyichao12wanjia，jianshehaiwaicangchao2500ge。

lingyifangmian，gejiakuajingdianshangpingtaikuaisudiedaideguanlimoshiyerangshangjiamenxueshangjiashuang。shangjiamenxuyaokuaisuyingduipingtaiyunyingmoshidebianhua，genjubutongdemoshi，pinghengchengbenyulirun。

2024niannianchu，sumaitongtuichubantuoguandejingyingmoshi，temuhesheinyeluxutuixing，muqianyichengweigedakuajingdianshangpingtaidezhutuimoshi。zaigaimoshixia，pingtaijintigongguanggaotuiguang，ershangpinkucunhewuliudengguanliquanzhonghuimaijiashouzhong。 maijiazaiyongyougengduozizhuquandetongshi，yexuyaofuchugengduodecunchu、wuliuheguanggaochengben。

jinnianheiwu，dacushijianlazhang，maijiadeshangpincunchuchengbenjiuhuigenggao。yucitongshi，weiletishengpuguang，shangjiamenhaiyaotouruewaidechengbenzaigepingtai“daguanggao”，yunyingchengbenfengkuangshangzhang，jinyibuyasuolirunkongjian。

keyishuo，kuajingdianshangshangjiamenyixianruxiaoliangyuegao，chujingyuenandekunjing。

三、平台乱战，商家站在十字路口

taolikunjingdechulu，youliangtiao。

bufenpingtaixuanzejiasujiagezhan，zaibenyibuduodeliuliangkongjian，qiangduojichupangengdadekehu。

yisheinweili，jinshisousuo“chufangyongpin”，biankeyikandaozhongduodiyuyimeiyuandechanpin，youdeshenzhibizhongguochaoshizhongdedingjiahaibianyi。

yimeifenweidanweidejiagezhengxiyinzhedaliangdexiaofeizhe，shanghaiyedianwangchanpinwangwangyuexiaoliangguoqian。zaigouwujiesuanyemian，wangwangyehuibengchuhaojige“jihubuyaoqian”deriyonghaowu。cishiwuxutaolunshifouyougoumaixuqiu，youyuyimiaodoushiduidijiadebuzunzhong。

xiaoouyeshibeidijiagongshinaxiade“liuliang”zhiyi。tazaisheinshangkandaodijiadezhongshiganmianzhang，jingxizhiyu，haibaoliuleyisihuaiyi。yiliaozhizhong，zaigangshiyongjicihou，ganmianzhangbianzheduanle。

dijia，biranyiweizhedizhi。rucichapingdaliangchuxianzairiyongpin、wanjujinvzhuanglingyu。zaisheindenvzhuangpinglunqu，renmenyibianshengzanyiwuyansehebanxing，yibiangoubingshiwubuliaodelianjiagan。

dijiacelveyingleliuliang，queshulepingtaikoubei。wushuchuandashipinxia，maijiamenbicianwei：sheinshangmaidedongxidangzuoyicixingdejiuhao，wanyinengyongjiuyidian，quandangxingyun。

lingyibufenpingtai，xuanzelefuchiyouzhishangjia，xiwangjizouqiangzhanliuliangdebuliangshanghu，rangshengtaijiankangchengzhang。

jinqi，tiktok shopxuanbu，jiangcongmingnianqijiangliuliangpianxiang60yuanyishanggonghuodanjiadechanpin。yucitongshi，temuyejiangweilaidemubiaozhuanxiangweiyonghutigonggenggaopinzhidechanpin。

junanfangzhoumobaodao，temuriqianzhengchangshilianxizhongduoyamaxunshangjiaruzhu，yuanyinshijingyanfengfu、qiechanpinyouliang。

zheigengxiangshiguoneidianshangzouguodelu。cengjiheshi，zhongguodianshangyituodijiacelve，yilugaogemengjin。erzaipeiyangyonghushiyongxiguanhou，shangjiamenzexutiaotuochudijiasiwei，yichanpinpinzhihepinpaijiazhiweixian，jinxingzhuanxing。

shangjiamenbuzaixiangxiajuanjiage，ershixiangshangjuanpinzhi。danzheishibishiyichangmanzhangdeqianxi，shenzhiyaojieshouduanqineiliuliangheyejidexiahua，bijingjiagegaoyiyuan，xiaofeizhexiadanmenjianjiugaoyifen。

wulunxiangxiahuoxiangshang，jinnianheiwu，renrennanyiguodong。

juandijiadeshangjia，quankaozouliangyingli，erheiwuyuleng，boliduoxiaodejingyingcelvenanyiweiji；juanzhiliangdeshangjia，mianlingengdadechengbenhekucunyali，heiwumolishixiao，yalizhouju。

yiweicongshi7niankuajingxingyedechengxuyuanwunaibiaoshi，youyujingjihuanjingxiaxing，zijijinnianzhongxunbeigongsicaiyuan。qitadelingyugengbushuzhi，yinci，xiangchenzheheiwuguohoujinrushichangchuangye，yexuhuiqingsongyixie。

tianshibuji，hainengyindizhiyi。tazuizhongjuedingfangqixiaofeiquntigengdadeoumeishichang，zhuanxianggengxiaozhongdezhongdongdiqu。neilishangweineijuan，shuikuanyuda。

（文中所涉人物为化名）