wen | luoxuanshiyanshi muge

编辑 | 坚果

congchudai“leibi”yu“xuebi”zhizheng，zaidao“xinbailunlingpao”yu“xinbailun”，100cichenggongtongguanpinpaibandajialaizhaochadexieleiwanwanmeixiangdao，zijizai“mingchuangyoupinminisozhengpindian”he“minisomingchuangyoupinquanqiujihedian”shangzhejichenshale。

shidiqipengliangongzi、chiikawaxilie3dguajian……“mingchuangyoupinminisozhengpindian”hexianxiadianneisuochawujide9.9xiliejiage，jiashang50+renfukuandehaopingfantujilu，shenzhi10.8wandedianpufensiliang，tabingmeiyouguoduohuaiyijiukuangkuangjiarujijiangongzidaogouwuche，zhidaoxiadanshouhuoyemeichajueyiyang。

zhidaodaoshouhoufaxianwawahedianneizhengbanyousecha、mingxianganjuefenliangbuzu，xieleicaikaishihuaiyizijimaidaoledaoban。

huiguotoulaizhaodianpukefu，zhijieledangwenshibushizhengpin，duifangquebierbutan，haoxiangzhengpinchenglehuifuminganciyiyang，zenmeyebukentiyiju。zaikanshangpintuhexiangqingye，tushidianneixianpaide，shenzhilandepyigerouguangtexiao，xiangqingyeshijianqiedeguanfangqijiandianzhangtu，teyijiediaole“miniso”pinpaiming。

zhaolaizhaoqu，tazheicaifaxian“minisomingchuangyoupinquanqiujihedian”caishizhengbandianpu，qiedianpufensiyijingdaole94.4wan，yangyangshangpindouyouchaoqianrenfukuan。xieleigantan，zheigemingziweimiantaixiangjiebianlailubumingdewaimaojihedianle，sheixiangguonengbeiyigezichengzhengpindetaobaodianjijiehule，haiweizhuangdechechedidi。

chulezaidianpumingshangwanwenziyouxi，hetagantongshenshoudewangyouhaiyoubushao。yourenshuo“zhiqianxiangmaifankededongxi，pddyougeguanfangqijiandian，jiguolaifaxianrenhefankedebiaodoumeiyou，shigezapai，houmianwenpddguanfangdiandekefu，tashuotajiajiushifanke，wangshangyicha，zhiyoudouyinyouzhenfankedeqijiandian，guoduantuilehuo。”

kuapingtaiweizhuangzhengpindian，yeshiliguiqijiandiandechangjianshouduanzhiyi，xiaofeizhezhinenglikuituihuo，danwuleshijianyedaxiaolegoumaireqing。

“houmianzixikan，pddshangguadeshifankeyuanlaidequancheng，jiaofankechengpin，xianzaidezhenfankehaoxiangjiujiaofankele。”kandaozheili，xieleibujinpaishoujiaojue，kanlaishangshuliangzhaozhishizuijichudeliguicaozuo，gengjuedeshimaoyongpinpaiyuanshengming，zhaozheigesilu，jingongmen、tuosulezhileidedoukeyijitiwanqicosle。

heguimiliaoqiminisozheijianshideshihou，tagantan，zhizhidaojellycatzheizhonggaojiawanouhuiyouzhengdaobanzhifen，meixiangdaoyixiangpingjiademinisoyenengyoufangpin。guimipaizhezhuozi，shuozijiqianduanshijianzhenghaomaidaolejellycatdaoban，weizheishierhaimeishaotousu。

“mailegejellycatdehuashengwanju，kanshiguanfangdian，jieguodaoshou，yidiandoubuxianghuasheng，xiangtudou，nicaizenmezhe？”

“nandaoshirenjiajiaozhengpindian，bushiguanfangdian？”

“bietile，renjiashijiaogongfangdian！”

haiyoubushaowangyoubiaoshi，bushikanxiaohongshuyourentucao，zijidaoxianzaihaibuzhidaomaicuoledian，“woyebuzhidaozijizenmejiumaile‘gongfangdian’”……yeyouwangyousuiranbikaile“gongfangdian”queyenantao“jeiiycatqijiandian”“jellycatguanyingdian”dengdeng，erzheixiedianjiamuqiandaduoyibeiguandian。

guangmingwangciqiancengluoliedao：xiangmai“annaishai”fangshaishuang，bunengqu“annaishaifangshaishuangguanwangdian”，yaosou“anreshaguanfangqijiandian”；xihuanribenpinpai“wuyinliangpin”delengdanfeng，zai“wuyinliangpinqijiandian”kezhaobudaoxinzhongdeneigeta，desou“wuyinliangpinmujiguanfangqijiandian”；gengkuazhangdeshi，zaimeizhuangpinpai“ctguanfangqijiandian”，maidehaoxiangshizheigeyingguopinpaijingdiandeyanyingpan，kejingyingzhelaiziguangzhou，shangpinyebingfeizhenzhengdecharlotte tilburypinpai……

xiangzheiyangde“ligui”qijiandianheguanfangdiankeweibushao，erxiaofeizheyibuliushen，kenengjiu“fen”shangliguidian，haicicihuigou。

01 真假旗舰店

cong2021nian，meiguocolourpopgongsitedizhucexinlangweibochengqing“pinpaizaiguoneimeiyoutaobao/tianmao/jingdongqijiandian、weixinweidian、zhongwenguanwanghuoshikaishexianxiadianpu”，zaidao2023nian，xiaomiqixiazmipinpaituanduifabushengmingcheng：“zimiguanfangqijiandiansuoyouzheshiyijiazhucebingchiyou‘zimi’zhongwenshangbiaodegongsi，feizmipinpaiqixiadianpu，qieshuangfangwurenhehezuoguanxi。”liguiqijiandianyuelaiyuechangkuang，daobizhengbanfasheng，baibaisonglebo“potiandeliuliang”。

zheixieguanfangdianheqijiandianruhetongguoshenhe？yifangmian，zimiqijiandiandezhucefangshi“zimi”zhongwenshangbiaogongsi，colourpopqijiandiandezhucefangshi“dongguanshikapaomaoyiyouxiangongsi”，douzaijieshangbiaoxinxicha“wanwenzigeng”，lingyifangmian，qijiandianwangwangbiaoshiziji“weiguoneipinpaizhiying，chanpinyejunzaiguoneishengchan”，dadacabianqiu。

haiyouyizhonggengweizhijieledangdefangshi，bianshitongguo“bandianruanjianyijianbanjia”。yiweicongshiyuanchuangnvzhuangxiaoshoudedianshangfuzerenyeshuo，jinliangniantamengongsixinshejidefuzhuangyishangshi，jiulijibeiqitadianshangpingtaideshangjia“daotubandian”，maideyifuyeshichaobande“shanzhai”huo，quwangzhantousuyeshibulelezhi，qiyejishenetongjueyewukenaihe。

2022nian，hangzhoushishichangjianguanjugenjujubao，yifachachuleliangjiakaifaxiaoshoubandianruanjianfeifahuolideqiye。gairuanjianliyong“pachong”jishu，zaidianshangpingtaizhuaquzhidingdianpujiqishangpinshuju，rudianpusheji、shangpinxiangqing、shangpintupiandeng，gongtarenzaiqitadianshangpingtaijinxingzidonghua、pilianghuadedaotuchaodian，yinianlai，zheiliangkuanruanjiangongfeifapaqujin2000wantiaoxiangguanshuju，gongchufakuan140wanyuanrenminbi。

ciwai，taocixingyeyeshiliguiqijiandiandezhongzaiqu。qunianshuang11qianxi，jianyi、qd、daogelasi、dongpeng、hengfudengpinpaifenfenfabushengming，biaoshijiangchixuzaiwangluoxiaoshoupingtaishangdalidajijiamaoweiliechanpin，bingpiluyidapi“ligui”wangdian：5gepinpaigongyouchao119jiafeishouquanwangdian。

feishouquandianpu，huanjuhuashuojiushizheileiwangdianshifeiguanfangdianpuhuozaipinpaifangbuzhiqingdeqingkuangxia，youdisanfangzhutizaidianshangpingtaikaishedewangdian。suiranqiwangdianxiaoshoudechanpin，hangailezheixiepinpaidechanpin，danqichanpindehuoyuanlaiyuan、zhenwei、jiaofufuwushifoubiaozhun、shouhoufuwushifouwanshan，tongtongdoumeibanfadedaobaozhang。

tongguochaxunfaxian，119jiafeishouquanwangdianzhong，youbufenwangdianguimojiaoda，qieyongyoujiaoweipangdadefensiqunti。zheibujinhuiyinfashichangjiagezhan，haihuichuxianjiamaoweiliechanpin，shenzhihaihuifanguolaiyingxiangzhengguipinpaidekoubei。

zaibaidushuru“liguiqijiandian”yici，jihumeiniandouyoujiamaoqijiandiandexianxiangfasheng，xiaodaoxieheweierubeixieheyiyuandajia，dadaojingdongdaierziyingdian，jiamaobuzhi、fengbobuxi。jidezhen“likui”menfenfenchulaifagonggao、quanxiaofeizhe，danxiaofeizhebingbushirenrendouyouhuoyanjinjing，benzhe“duopianyigeshiyige”deyuanze，xiaofeizheqianpuhoujiwangdaobanhuohailitiao。

“goumaihoudediannao，sigeyuehoucpufengshanjiuhuaidiaole，erqieyouyubujianbeitihuan，daierguanfangweixiushiyewufazhijiegenghuan，baoxiuguochengbiandetebiemafan。”maidaojiashangpin，zhenzhengshoushangdehaishiguke，jimeiyouchanpinzhiliang，yemeiyoufuwubaozhang，zhinengzirenlikui。

02 逃不出的李鬼圈

qijiandianbeidaoban，zhishizheitiaoheichanliandejichucaozuo。liguiyijingqiaoqiaoqinruxiaofeizhedexiayou——benbugaichanshengxinrenweijidejiandingpingtai。

zaiqiuxiequan、chaopaiquan，liuxingdexinghuajiushi“niguo‘du’lema？”zheilide“guodu”zhijiangqiuxiegexiangxijiepaizhaoshangchuan，you“dewuapp”gouwupingtaijiandingshiduizhengpinyufoudechujielun。conggaipingtaigoumaidewupinyehuipeiyoujianbiezhengshu、renzhengxiekou、baozhuanghehejiaodai，beichengweifangwei“sijiantao”，ruciwangwangbeirenweishizhengpin。

raner，buguangqijiandianyouliguichumei，xiangyaojiandingzhengpindexiaofeizheyehenrongyicaishangdiergekeng——liguipingtai。

ciqianjingfangdiaochafaxian，queshicunzai17geyudewupingtaiyumingjiqixiangside“ligui”wangye。jingguoyudewupingtaifangheshi，zheixiewangyebingfeiguanfangwangzhanyemian，ershijiashezaijingwaifuwuqishangyousirenzhucedewangzhan。tamenjindingdewudeguanfangwangye。yidanguanwangchuxianbianhua，tamenmashanggengxin，dadaoyijialuanzhendechengdu。

tongguozheigepingtaijiandingzhengpin，tongyanghuihuodefangweisijiantao，jiamaoderenzhengxiekouhejianbiezhengshushangyeyinyouerweima，dangaierweimabunengshiyongjiandingpingtaiguanfangappsaomiaoduquxinxi。

yixieliguiqijiandianpilianggoumaijiamaosijiantaohou，huitiqianshuruxiangguanxinxi，jiangzijishoumaidedaobanbaozhuangchengzhengpin，yigaojiachushou。youyixiegerenmaijiayehuigoumaijiamaosijiantao，bazijidejiaxiemaochongzhengpinqipiantarenmouli。

xiaofeizheyongweixindengqitaappsaomiao，suihoubianhuitiaozhuandaoxujiajiandingyemian，zaishoudongjiangqiuxiedexinxi、zhaopian、faxingjiage、faxingriqidengneirongtianxiejinquzhihou，dianjitijiao，zaiyicisaomiaoerweimashi，caihuichuxianyizhangyuguanwangxiangbijihunengyijialuanzhendexujiarenzhengxinxitu。

youdeqijiandianpanihuaiyi，xiangqingyehaizhuanmenfanglezhangguanfangshouquantu，dudejiushinibuhuizixikan。liru，shouquanfangshiyesongpijugongsi，beishouquanfangshiurxiangbao。

wuduyouou，jinnian7yue17ri，dajiarenwanghaifawencheng：lijiaqihefengkuangxiaoyanggeyongjiajiandingzhengshumaijiahetianyuqipianxiaofeizhezuoshile，chujiajiandingzhengshuzhebeifa10wanyuan，yinfayulunguanzhu。

zheibushitoubuwanghongdiyicibeibao“liguijianding”，qunian10yuedi，wanghaifabushipinchengyouxiaofeizhezailijiaqizhibojiangoumaileyikuan“yuanyangjinlou”dehetianyuxianglian，songjianhoujiandingjieguowei“tansuanyan-toushanshizhiyuxianglian”，

guyoucaoxueqinbixiade“jiabujia，baiyuweitangjinzuoma”，jinyouhetianyu“yubuyu，zhibojianliwanghongkua”。zhishixiaoshuolijiajiadedafudaguimingfuqishi，erzhibojianhetianyuqueshizheibiandajia、neibianshuoqiaozha，fanzhengxiaofeizheshishashafenbuqingle。

7yue15ri，shenzhenshishichangjianduguanlijudehuifucheng，duigaichujujiajiandingzhengshudegongsizuochuzelingzhenggaijifakuan10wanyuan，meishouweifasuode1000yuan，duixiangguanzerenrenfakuan3wanyuandexingzhengchufajueding。duici，“@meione”quefabushengmingcheng，chanpinshangboqian，gongsiduichanpinjinxingyangedexuanpinhezizhishenhe，quebaochanpinhefahegui。

xiaofeizhedaodigaixinshei？xiangyichangwuqiongwujindebahe，rangjiazaizhongjiandexiaofeizhejintuiliangnan，chengweibeiliangfangqiangduode“shejiaohuobi”detongshi，queshiquduishangpinmingyundezhuzai。

03 为何李鬼屡打不断

beijin、zhongsheng、zaibeijin、zaizhongsheng……liguiqijiandianbupabeifeng，zaojiuzhunbeiledaliangpaizhaoyuduibiaodianpu，henyoujiaotusankudeyisi，dabuguojiupao、paolejixuzhuan。

sheimoxuleliguiqijiandiandezhongsheng？jielinghaixuxilingren。

changguiqingkuangxia，qijiandian、zhuanmaidian、zhuanyingdianyaozaitaobao、jingdongdengpingtaizhuce，xuyaotongguogezhongziliaoshenhe，zhishaoyedechujupinpairenzhengshu，bingjiaonaxiangyingdebaozhengjindeng。

ranerzaigedashejiaopingtai，youbushaorentigongqijiandiandaibanfuwu，3200yuankeyijiangmoudianshangpingtaiqijiandianzizhidaibanhao，qizhongbaokuoqiyezhizhao、dizhiguakao、qijianshangbiaoshouquanjishouquanziliao。zheixiedaibanfuwuweiliguidianpudezishengtigongleturang。

sousuodaibanguanjianci，dangqianzaiwangshangrenqikaoqiandeshimoutianmaoqijiandianruzhudaibanjigou，wangyemingmingbaibaixiezhe“daibanjigouhuixiezhushangjiaanzhaoyaoqiudajiandianpu，bingpeizhipinpaibiaoshi、shangpinfenlei、dianpuyemianshejideng”，shenzhixuanchengkeyidaiyunying，bujinfuzeqijiandiandekaisheherichangguanli，haihuitongguozhuanyedeyunyingcelve、shijuesheji、yingxiaotuiguangdengshouduan，bangzhupinpaiqijiandianshixianconglingdaoyidetupo。

zhiyushifoujubeizhuanyezizhi，zheixiejigouwangwangbuhuijinxingshenhe，yinweidianpudaibandianyebuguoshitaozheyangpidecaotaibanzi，zaojiuzigubuxia，xiangdayoujizhanyiyanglaoyibishiyibi。suoweidechenggonganlilanmuxia，jinxiezhe“ruzhuleimu：xieleixiangbao dianpumingcheng：tianmaoqijiandian”，genbenrangrenfenbuqingzhenjia。

chucizhiwai，daibanyingyezhizhaodejigouyecengchubuqiong，maozulejingzaiheisechanyelianshanglaobiyoushui。

youwangyoufatieshuo：“zijizhaolejigoudaibanyingyezhizhao，jieguoyaokaipiaodeshihouquekaibulepiao，dailijizhangdehuijishuowomingxiayoufumianqingdanweichuli，quzhengguankecaichadao，jiushizheijibendaibanzhizhao，shuiwumeiyouzuoshenbao，zuihoubujinmeibenzhizhaofale500yuan，haiyinweifumianqingdanqingchuyaoyizhoudeshijian。”

liguiqijiandianlianheliguijiandingapppianguke，daibanjigoupianqijiandian，yihuantaoyihuande“doushouqipianju”zaihulianwangdahaishangshikeshangyan，wanqimaohelaoshudezhuizhuzhan，zuizhongzhuandehaishishangyougongsi，kudehaishixiaofeizhe。

zhenjiarucipushuomili，nandaozhinengkaoxiaofeizhezijitishengpanduanli，baochilixingyujingti，zhinengmomogankai“xiongtujiaopushuo，cituyanmili，shuangtubangdizou，annengbianwoshixiongci？”2024nian，bunengzhikaolikuitongdaligui，duowenwenliguiweihehuimaochong、liguikaoshenmezhongsheng99ci，huoxulikuicaibuhuixianruzizhengxianjingzhong。