wen | techxingqiu zhangningyi

congxiaozhongyundongdaodazhongjieyashenqi，bushoutianqixianzhidepanyanzhengzaichuquan。

zaishejiaopingtaishang，360jituanchuangshirenzhouhongyisantianliangtoufenxiangzheziji“kexian”deshipin，tazai2024nian1yuetouzileyijiamingwei“wopan”depanyanpinpai。

nianqingrenhaowuyanshiduizheixiangyundongdehaoqi，2023nianxiaohongshujiuyueyou“panyan”xiangguanbiji65wan+。ju2023nianguojiatiyuzongjudengshanyundongguanlizhongxinshujuxianshi，2012nianquanguodepanyanaihaozhezhiyoujin1wanren，jiezhi2023nianniandi，yizengzhangzhi50yuwanren。

panyanguanfeisuzengzhang。zhongguodengshanxiehuiguanfangwangzhanfabude《2023zhongguopanyanxingyefenxibaogao》xianshi，jiezhi2023nian12yue，guoneixianyoushangyepanyanguan636jia，tongbizengzhang31%。

raner，zaiyanguanshuliangxunsuzengzhangdedangxia，zhongduoxinkaiyedeyanguanquezaihuoqukeyuanshangyudaolezhuduotiaozhan，jinkaoyanyouchengqiyanguanyinglikunnanzhongzhong，xiangjiasuhuibendezhulirenmenzaikaoshenmechuangshou？

01 入坑攀岩成社交新方式

dingjushamendeweimingshiyimingyanlingliangniandeyanyou，2021niandi，tazaipengyoudedailingxiarukenglepanyan。

“yizhixiangduanlianshenti，danshijianshenfangduiwolaishuoyoudianwuliao。erpanyanduiwolaishuogangganghao，tayouhenduodequweixingzai，bijiaoxiangzaikaoshi。meidangnitongguoleyitiaoxian，huijuedehaoxiangduizijishentidezhangkongchengdutigaole，duiyuyixiefeichangweixiaoxijiedebakonghaoxiangbiyuanlaihaoyidiandian，zheigeshiqingrangrentingshangyinde，youhenqiangliedezhengfankui”，weimingshuo。

jutechxingqiulejie，shineipanyanfenweibaoshi、sudupanyanhenandupanyan，dabufengangrumendeyanyoudouhuixuanzecongbaoshikaishi。baoshidenandudengjicaiyongvdengji，xianlunanducongv0、v1、v2、v3zhujianwangshang，daibiaonanduzhujianzengda。meigeyanguanyoubutongdexianlufengge，danjibendouzunxunzhezheigenandudengjipingpanbiaozhun，youzhuanyededingxianyuanjinxingxianlusheji。

tongshi，panyanyechongmanleshejiaoshuxing，weiminggaosutechxingqiu，panyanyesuanshishitazhaodaodeyizhongxinxingshejiaofangshi。tahenxihuangenpengyouyiqiqupanyan，dangpengyoumenzaitiaozhanyitiaoxianlushi，huihuxiangbangmangchuzhuyi、xiangsilu，kandaoduifangchenggonglezijiyehuiyouhendadechengjiugan，xianzaigenpengyouyuejianmianzuichangqudejiushiyanguanle。

zhiyuwanpanyanyaohuaduoshaoqian，yanling6niandezishenyanyouhelixiangtechxingqiujiangshulezijidejingli：“wojibenshangshixuanyigeguanbannianka，jiagezai4000duoyuan，quqitaguanmaimenpiaojiagechabuduoshi90yuanshangxiameici，kenengmeigeyuehuiquqitaguanpa2-3cizheiyang；pabaoshidehua，zhuangbeizhuyaokaixiaojiushipanyanxie，chabuduo900yuanzuoyouyishuang，yinianyishuang，haiyoumaizhuanyongmeifenkeneng100duoyuanyibao，fendai（yibaidaoerbaiduo），chabuduoyiniandehuaxiaozai1.5wanzuoyouba。”

“ruguoshipaneizhonggaoqianghuwaiyepan，jiuxuyaobijiaoduozhuangbei，shengzi、kuaigua、baohuqi、toukui、anquandai，kenengjiaqilai5000zhi8000yuanba，kanmaiduoshao，haiyoumaiduoguidele，zheixiejiushixuyaomaiyourenzhengdecaikeyi，zheigeshishejishengminganquande，yibanjiumaiguowaibijiaochumingdepinpaijiukeyi。”

jutechxingqiulejie，rumenjipanyanxiedejiagetongchangzaijibaiyuandaojiqianyuanbudeng，erzhuanyeyundongyuanjibiedepanyanxiejiagekenenggenggao，keyidadaojiqianyuanshenzhishangwanyuan。jutijiagequjueyupinpai、cailiao、jishutexingyijixiekuandesheji。

zaipanyanxiepinpaizhong，beirenweishigaoduanpinpaideyouyidalipinpaila sportiva（lasipodiwa），yiqigaozhilianghegaoxingnengerzhucheng，haiyoumeiguopinpaiblack diamond（heizuan），yiqichuangxinhewendingxingwenming，tebieshizaijingjijipanyanxielingyu。

panyandelingyixiangzhichushijiaolianfeiyong。panyanguansijiaokejiage，genjudiquhejiaolianshuipingbutongjiagequjianjiaoda，cong100yuanmeixiaoshidao500yuanmeixiaoshidekechengjunkeyizhaodao，beijingdeyijiapanyanguanzhongjisijiaojiagewei330yuanmeixiaoshi，gaojisijiaojiagezewei450yuanmeixiaoshi。

yiweipanyanguanzhulirengaosutechxingqiu，dabufenchengnianyanyouhuizaigangkaishipanyanheyudaopingjingqishi，qingliangdaosanjiesijiaoke，qiyushijianyanyouzetongguohuzhuhezizhutansuolailianxi。

ju《2023zhongguopanyanxingyefenxibaogao》xianshi，jin43%deyanyouniantouruchaoguo5000yuan，yanguanmenpiaoyuzhuangbeizhichuxianzhuzengjia。

erzaichengnianyanyouzhong，26-30suirenqunzhanbizuida，40suiyishangzhanbichaoguo10%，pingjunnianling29sui，nvxingaihaozhebiliyejinyibuzengzhang，nannvbilijibenjiejin1:1，qiepanyanrenqunshourushuipingjibentiejinbailingyuxinzhongchan。

duiyunianqingbailingyuxinzhongchanlaishuo，panyandechangguanfeibijiaobianyi，keshifeidexuanzekongjianjiaoda，zaizhuangbeigoumaishang，feizhuanyejibiedepanyanaihaozheyebingbu“juan”，nengmanzuxuqiujiuhao。yinci，panyanjinengmanzuduiyuxinxingxiaozhongyundongdezhuiqiu，youbuxuyaohuafeitaiduo，xiangduilaishuobijiaoqingsongyishangshou。

02 攀岩馆的生意经

suizhepanyandehuobaoyijipanyanrenshudezengjia，henduorenkandaoleqizhongdeshangji，fenfenxiachangkaipanyanguan。

yiweipanyanguanzhulirengaosutechxingqiu，suiranyouyudiyu、changdimianji、changguanweizhidebutong，yanguantouruzijinchajujiaoda，danyouyupanyanyundongdeteshuxing，qianqitourudoubuhuitaidi，panyanqiangbihezhidiandexuanzeyuanzhuangshiyanguanpinzhidegenji，youyutamenjiweichuangshirendouzaipanyanxingyeneifazhanduonian，yinciyouzijideshejianzhuangtuandui，ruoziyuanjileibugou，zhaozhuanyetuanduiyeshiyibibuxiaodekaixiao。

cengjingzuoguoyanguanguanzhangdeyuhaigaosutechxingqiu，zaikaiyanguanzhiqian，zhuyaohuikaolvjigefangmiandeneirong。

shouxianshidingwei，yaoxiangqingchufuwuduixiangshiyanyou、qiye、jingjihaishisanke，zheixiejuedinglehoumianzaiyanbiguihuasheji、caigouzhidianzheixiedongxidefangxiangyijirenyuanpeizhi。qicishixuanzhi，yigehaodediduanweizhiqueshinengzaihendachengdushangshengdiaoyinliudechengben。zuihoushi，zheigeweizhideyingyetiaojian，haiyouxiaofangsheshidengyingzhibiaonengbunengdacheng，zuihaoqingyiweishuxizheixieliuchengdejishuguwenhuozhegongsicanyuqianqichouhua，yenengguibiyixiekeng。

zaizaoqitahuitebiekanzhongyanyoudexiangfa，haodebuhaodeyijianjianyidouzhaoshou，zheiyangdehouguowangwangshirangzijixianrukunjing，jinkaoyanguanrichangdemenpiaoyijisijiaokehennanrangyanguanchixuwendingshengcunxiaqu，xuyaosikaogairuhequshe、ruheduofangmianfazhan，congerzhaodaoduijingyinggengyoulidecelve。“womenzheimeduonianyepinghenglezishenduixingyedekanfa，yinweiwozhiyouhuoxiaqucainengqufuwuyanyou”，yuhaishuo。

zhangqiwendingdekehu，biruqingshaoniankechengxiangbichengrenchixushijianhuigengzhang，zheiyeshixianzaidaduoshuyanguanhuizuodeyewu， zailaijiushiyixiepinpaihuozheqiyedexianxiabaochanghuodong，doushikeyijiyanguandailaidatoushourude。xiangyuhaidetuanduizehuibagengduodejinglifangzaiqiyetuanjianshang，yanguanzhishizaishineiyouyigejujihedajichudedifang，zuizhonghuidaigukemenquyewaipanyanhuozheshikaizhanqitadehuwaixiangmu。

yeyoubushaoyanguanhuiyuxiangguanpanyanzhuangbeipinpaihezuo，zaiguanneishoumaizhuangbei，beijingdeyanshipanyanguanbianyula sportiva、mengmaxiangdengpinpaijunyouhezuo。weiminggaosutechxingqiu，tadepanyanxiedoushizaichangguanneixianxiagoumaide，yinweikeyixianchangshichuanpanyanhouzaijuedingshifougoumai，xiangduilaishuogengfangxingengfangbian，youshenmebuheshidedangchangdiaozheng。

jubaodao，2023nian，yueyoubachengdepanyanguanmaiguoleyingkuixian，yueyouliuchengdepanyanguanshixianleyingli。yiyoubanshupanyanguandeqidongzijinchengbenzaibaiwanyuanyishang，zhengtilaikan，keyuqidepingjunhuibenzhouqiyuewei3-5nian。

yiweiyanguanzhulirengaosutechxingqiu，shenbianhenduopengyouzhisuoyixiangqukaiyanguandoushiyuanziduipanyandereai，henduorenzuichudoumeiyoubaozheyinglidedasuanqu，xiangzhechipingjiuhao，danzhenzhengkaishizuozhihoufaxian，chulejiqinghereaigengduoxuyaodeshijingyingcelve，bijingkaiyanguanshiyimenshengyi。

03 家长一年花5万，岩馆生存靠青少年？

zaiaoyunrechaohexiangguanfuchizhengcededaidongxia，bushaojiatingzaiweihaizixuanzeyundongxiangmushiyexuanzelepanyan。

jubaogaoxianshi，50wanmingpanyanaihaozhezhong，80%shiqingshaonian。weichengnianyanyouzhuyaonianlingfenbuqujianzai8-10suiqujian，pingjunnianlingzai10suizuoyou。zheiqizhongyou55%dehaizizai5-8suishijiukaishijiechupanyan，zai10suijizhiqianjiujiechudaopanyandehaizigengshidadaole98%。

chaoguobanshujiatingniantouruzai2wanyuanyishang，qizhongyoujin2chengdejiatingmeinianzaihaizipanyanshanghuafeichao5wanyuan。you35.8%deshaonianmeizhouzhishaopanyan1-2ci，haiyouchaobanshudeshaonianmeizhoupanyan3ciyishang。

duici，dabufenpanyanguandoutuichulezhenduiqingshaoniandexitongpeixunkecheng。jutechxingqiulejie，beijingyijiapanyanguanweiqingshaonianzhuanmenshezhiletuanke，fenweichujibanhejinjieban，meijiekeliangxiaoshi，2renkaiban，shangxianwei4-6ren，gudingshangkeshijian，tuijianmeizhoushangliangcike。tamendejidupeixunkewei4600yuan20jieke，youxiaoqiwei5geyue，shangtuankebujinxuyaofubaomingfei，haixuyaozhifumeicishangkedemenpiao，gongzuorenyuanyibanhuijianyizaidapeigoumaiyigemenpiaocika。

gangkaishihuiyijifaxingquheyindaojianlixinxinweizhu，xuexipanyanjichudongzuohezizhupanpayishi，jinrudaojinjiekaishiqianghuadongzuoxunlianhezengjiadongzuoku。

danbutongyukebanyiyishangde“jiwa”，youyupanyandequweixinghetiaozhanxing，gengduoshihoushihaizixianduizheixiangyundong“shangyin”，jiazhangmenwangwangyehuizhichihaizideaihao。

jiangsudeyiweifuqinbianfenxianglehaizixuexipanyandejingli，“zaiyiciqushangchangchifanshi，ourankandaolepanyantiyanguan，meixiangdaohaizipalehengao，wandetebiekaixin，zhiqianyerangtaqushiguohenduoqitadeyundong，biruquanji、lanqiu、pinghengche，tajibenshanglianyiduanshijianjiubutaiganxingqule。danduipanyandexingquyizhihenqiang，shenzhiyoudeshihourangtakandonghuapiandoubukan，yidingyaoqupanyan，kandaotaxingquzheimeqiang，womenyedouhenzhichi。”

duiyuxiaopengyoulaishuo，zaiyanguanyouqiyaozhuyixitongxingxunlianheanquanwenti，youxienanduxianluyandianzhijiandejulibijiaoda，duichengnianrenlaishuoshenshoukeyigoudao，xiaopengyoukenenghuixuyaotiaoyuezhuadian，xuyaogengqiangdejiqiaoxunlian。

tijizaixuexipanyandehuafei，tayexiangxidisuanleyibizhang。youyuxiaopengyouxunliancishuduo、qiangduda，yincipanyanxieshuyuxiaohaopin，yinianbianchuanhuailesanshuang，zaipanyanzhuangbeishangdagaihuaxiao3000-4000yuan。xuexiaodepanyanduixunlianshimianfeide，erzaipanyanguanzeyouzhenduixingxunlianhetinengxunlian，sijiaokefeiyongwei300yuanyixiaoshi，zaikechengshangyiniangonghua3.7wanyuan，zaijiashangbisaifeiyong1000yuan，shisujiaotong1wan，yiniandagaiyaohua5wanyuan。

suizheyanguanshuliangdekuaisuzengzhang，bushaoyanguandedingweiyuelaiyueyouzhenduixing，youyuqingshaonianzhengzaichengweizhulijun，youchaoguo12%depanyanguanmingquejinyiertongheqingshaonianpeixunweizhuyaodingwei，gengyou9chengyishangdepanyanguandouyiqingshaonianquntiweizhuyaohexinyonghu。

youyujiazhangdexiaofeiyiyuanhexiaofeinenglidouchuzaijiaogaodeshuiping，qingshaonianpanyanaihaozhedejiaruyejiyanguandailailegengdadeshichangqianli，chengweizhichengyanguanshengcundezhulijun。