文｜硅谷101

yundongxiefuxingyezhengzaishangyanyichangyinrenzhumudexinlaogengti。laizimeiguodehoka、ruishideonangpaodengxinruipinpaizhengyichaoguo30%dezengsukuaisujueqi，eryixiechuantongjutouzaizhongguoshichangzezaoyuzengzhangpingjing。

congzuixincaibaoshujukejianzheizhongxianmingfancha：hokapinpaizai2025cainiandierjiduyingshoutongbizengzhang34.7%，dadao5.71yimeiyuan；onangpaodisanjidujingxiaoshouetongbizengzhang32.3%，chuangxiashangshiyilaixingao，qiyataidiqugengshixianle79.3%dejingrenzengzhang；saluomengzaizhongguoshichangkuaisukuozhang，sanjidumoyiyongyou165jiamendian，niandiyouwangdadao200jia。

zhongguopinpaiyezaizheilunbiangezhongzhanxianchuxindehuoli：antajituanshangbannianxieleishourudazhang18%zhi146yiyuan，tebupaobupinleixiaoshoutongbizengzhang25%。xiangbizhixia，chuantongjutounaikezai2025cainiandiyijidubiaoxiandimi，yingshou116yimeiyuan，tongbixiajiang10%，jinglirun10.51yimeiyuan，tongbixiajiang28%，qidazhonghuaquyingshoutongbijianshao3%。

raner，zaishichangfanrongdebiaoxiangzhixia，daigongchangdeshengcunzhuangkuangqueburongleguan。henduogongchangbudebulinglirunjiedan，laobanbujiyingkui，zhiqiunengjigongrenfagongziweichigongchangyunzhuan。zaizhongguo，yundongxiedaigongchangdeshengcunkongjianzhengzaibuduanbeiyasuo——yishuangshoujia500yuandeyundongxie，gongchangdelirunkenengzhiyou10yuan。zheizhongduancengshidelirunfenpei，zheshechuzhenggechanyeliandejiegouxingwenti。

zaizheiqi《guigu101》zhong，womenyaoqingleyiweizaiguangzhoushengengxieleigongyingliandeguwen justin liang（liangwenxin）。taconglingshoucaigoukuaruxieye，qinlileyundongxiecong“yundongshuxing”dao“richangchuanda”defengchaoyanbian，zhanzhuanyudapinpai、dulichangpaihedaigongchangzhijian。taconggongchangyixianshijiaojieshilesangezhongyaoxianxiang：

lirunweibo，shenzhi“linglirunjiedan”：justintoulu，xuduogongchangchaoguo90%dedingdanlaizidanyipinpai，yidankucunjiyahuoxiaoshouxiahua，gongchangdedajiliganjianying。erxianzai，yuancailiaoherengongchengbenbuduanshangzhang，xuduogongchangyijingbeipolinglirunyunzhuan，zhiweiweichigongrenxinshuiyuchangfangkaizhi。

chuangxinxianrutingzhi：naikedeairqidiandanshengyu1978nian，adidasideboostzhongdijishutuichuyu2015nian，erjinshinianlai，yundongxiejishuchuangxinyijiushijianjinshidehuancailiao、huanpeise，tupoxingdechanpinjiduxique。justingengyizijicanyudeyikuanhaozibaiwande“lalianxie”weili，tantaochuangxinweihelvlvzaishichangpengbi。

xiaofeixuqiu“quyundonghua”，shichangquyuduoyuan：jujiabangongheshushifengchaogaibianlexiaofeizhexuanze，yuelaiyueduorencongyundongxiezhuanxiangtuoxie、jujiaxie，yundongxieshichangzhengzaijingli“quzhongxinhua”defenliu，zaijiashang“neijuan”deguochaopinpaibuduanyadijiage，xingyezhengxianruexingjingzhengdexunhuan。

justindeguanchadianfulewomencongcaibaoyushichangshujuzhongdelaidezhiguanyinxiang：yundongxiekansifengguang，zhizaoyeyizaixuanyabianyuan。

以下是部分访谈精选

01 繁荣背后的生存困局：500元的运动鞋，工厂只赚10元

duxiu：congnidejiaodukan，nijuedezuijinzheigexingyeyoushenmebijiaodadebianhuahuozhequshima？

justin：zuidadebianhuajiushijietoufengchaoheyouciyanshendeyundongxiefengchao。wulunshiyiqingqianhaishiyiqinghou，shichangdehexinqushidouhejietoufengchaomiqiexiangguan。zaozai2012nianzhiqian，shimianshangzhudaodexieleizhuyaoshishizhuangxie、nvzhuangxiehuozhenanzhuangpixie，zheixiexiangduizhengshidexiezi。dangshi，yundongxiedeyingyongchangjingjibenshangjuxianyuyundong，erbushirichangchuanzhe。

dancong2012niankaishi，suizhejietouwenhuadexingqi，yundongxiehebanxiekaishiliuxingqilai，zhujianchengweizhulixiekuan。zheigechaoliuyijingwufanizhuan，henshaoyourenzaibashizhuangxiehuozhepixiezuoweirichangzhulidechuandaxuanze。

duxiu：nimenzhuanyerenshizaipingjiayikuanxiezidechuangxinshi，zhuyaoguanzhunaxiebiaozhun？

justin：congxingyedejishujiaodulaikan，womenrenweiyikuanxiezidechanpinli，shouxiantixianzaitadegongnengshang，ergongnengtongchangtongguocailiaochuangxinlaishixian。biruhenzaozhiqianortholitepaomian，dangshizuidademaidianshikangjunhenaicai。zheizhongpaomiancailiaoxianzaiyijingpuji，danzaidangnianjueduishifeichangchuangxindejishu，xianzaizhongguotaiwandegongchangyijingnengbazheizhongcailiaozuodejibianyiyouhao，dandangchutaqueshishiyicitupo。

suoyi，womenpingjiachuangxinshi，shouxianhuikancailiao。biru，yigexiediruguonengshejichusizhongbutongdemidu，zheijiushicailiaoshangdetupo。qicishijiegoushangdechuangxin，birucongputongdejiaoshuizhanheshengjidaochabahuozhemokuaihuazuhesheji，zheidoushijiegoushangdeliangdian。danruguozhishizaipeiseshangzuowenzhang，neijiubunengsuanshizhenzhengdechuangxinle。

duxiu：neixianzaizhuliudeyundongxiejiegouyounaxiemoshi？

justin：muqianzhuliudeyundongxiejiegoufenweiliangdalei：

diyileishibanxie，yejiaoliuhuaxie。zheizhongxiezijishuhanliangbugao，gongyishiyongshengxiangjiaojiangxiebaoguoqilai，zaifangjingaowengaoyadeliuhualuli“zhushu”，rangxiangjiaobianying。kuangweidexiejiushidianxingdeliuhuaxie。liuhuaxiesuiranlishiyoujiu，danmeishenmejishushangdegexin。

dierleishilengzhanxie，yejiushimuqianzhuliudeyundongxiejiegou，baokuolanqiuxie、paoxiedeng，birunaike、adidasi、anta、liningzheixiepinpai。tadezhizuogongyishiyongjiaoshuijiangdadi、zhongdihexiemianzhanzaiyiqi，zhanjuleyundongxieshichang90%defene。

dui，congqishiniandaikaishi，yundongxiedejiegoujishujibenyijingguhuale。suiranhoulaiyouyixiexindesheji，birubuxuyaojiaoshuijiunengbaxiemianhexiedijiehedejiegou，danzheixiejishuyizhimeinengdaguimoyingyong。yuanyinzaiyu，tamendexiantianquexianhenduo，birushiyongshoumingduan、chuanzheshushidubuzu、shejiziyoudubugaodeng。xiangbizhixia，lengzhanxinggongyijichengshuyoulinghuo，keyimanzugezhongfuzasheji，suoyiyizhishixingyedezhuliuxuanze。

duxiu：biruyishuangputongdeyundongxie，gebufenchengbenzhanbiruhe？

justin：yibanlaishuo，mianliaodechengbenzhanbizai30%-40%，mojuhepeishibufen，biruzhongdi、hougendezhichengjiandeng，yezhan30%zuoyou。zheilianggebufendebiliyoushihouhuihuhuan，jutiqujueyushejixuqiuhecailiaoxuanyong。biru，youxieshejizhong，mojuchengbenhuitebiegao，chaoguomianliao，danyeyouyixiexiexingyinweixuanyonglegaoduancailiao，mianliaochengbenfanergaoyumoju。

shengxiadebufenjiushifuliaoheshengchanhuanjiederengongchengben，haiyouyunyingfeiyong，zheixiejiaqilaidayuezhan30%。yunyingfeiyongbaohanlegongchangdejichuguanlikaizhi，birushuidian、fangzudeng，haibaokuoshengchanhuanjiedeguanlichengben，birucaigou、paichandeng。zuihoujiushidaigongchangdelirun，zheigebiliyibanzhiyou5%-10%。danzaishijizhong，xianzaihenduogongchangweilenadan，lirunshenzhibeiyasuodaojiejinyuling。

duxiu：daigongchangdelirunkeyitiqiansuanchulaima？biruzaishengchanqian，nengquedingjutizhuanduoshaoma？

justin：shide。zaibaojiajieduan，pinpaifangtongchanghuiyaoqiudaigongchangtijiaoyifenxiangxidechengbenhesuanbiao，zheilimianbaokuorengongchengben、guanlifeiyongyijilirunlv，yejiushiwomenxingyelishuodelop（labor、overhead、profit）。zheixiechengbenbixufenxiangliedefeichangqingchu，biruniguleduoshaogongren，meigegongrenmeixiaoshidegongshichengbenshiduoshao，gongchangdeyunyingfeiyong，baokuoshuidian、fangzu，shenzhiguanlicengdexinzi，zheixiedouyaohesuanjinqu。zuihou，haiyaobanidelirunlvmingquebiaochulai。

buguo，zheizhishililunshangdelirun。shijishang，youyushichangjingzhengtaijilie，henduodaigongchangweileqiangdan，yijingbalirunyasuodaolejiejinyulingdeshuiping。huanjuhuashuo，pinpaifangdehesuanbiaolikenenghuixiezhe“lirunlv5%-10%”，danzaishijishengchanzhong，henduoshihouzheibufenlirunjihushimingyishangde。xianzaidegongchangjibenshangdouzaikaoboliduoxiaomianqiangweichi，nengaoxialaideyedoushixiwangdingdanliangnengwendinghuozhejinyibuzengzhang。

duxiu：jiasheyishuanglingshoujia500yuandexie，pinpaifangdechengbendagaishiduoshao？

justin：yibanlaishuo，yishuanglingshoujia500yuandexie，pinpaifangdechuchangchengbendagaishizai100yuanzuoyou。yejiushishuo，zheishuangxiecongwomendaigongchangnahuodejiageshi100yuan。erwomenzuoweidaigongchang，kenengzhizhuan10kuaiqiandelirun。

zhei500yuandeshoujiali，zhishaoyou300yuanshibeizhongjianhuanjiechidiaole。zheixiezhongjianhuanjiebaokuoqudaofeiyong，birushangchang、jingxiaoshangyaochoucheng；haiyouguanggaofeiyong，birumingxingdaiyanfei、dianshiguanggaofeideng；zaijiashangpinpaizishenderengongheyunyingchengben，xiangshejishituanduidexinzi、shichangyingxiaofeiyong，zheixiedoushiyibibuxiaodekaixiao。huanjuhuashuo，xiaofeizhemaizheishuangxiesuohuade500yuanli，zhenzhenghuazai“xie”benshencailiaohezhizaoshangde，qishizhizhanhenxiaoyibufen。

duxiu：xiangbiguoneishichang，zhuanyidaohaiwaihuibuhuigengyoujihui？guowaixiaofeizhedegoumailishibushigaoyixie？

justin：haiwaishichangqueshiyouyidingdeyoushi，tebieshihuilvshangdechayi。biru，500yuanrenminbizaioumeishichangdagaizhixiangdangyu70meiyuan。erzaioumeishichang，zuidishixinchabuduoshi20meiyuan，yigerengan3gexiaoshijiunengmaiyishuangxie。conggoumailidejiaodulaikan，queshixiangduikuansong，hua70meiyuanmaishuangxieduitamenlaishuobingbushihendadefudan。

danguoneishichangdewentishixiaofeizhedejiagemingandutaigaole。xianzaiguoneidenianqingxiaofeizheduiyuxiezidexinlijiaweifeichangmingque，300yuanshiyigezhongyaode“xinlixian”。yidanjiagechaoguo300yuan，tamenhuijuedebuzhi，zhuanerqumainaike、adidedazhekuan。zheigewentiduiwomenzuodaigongdeyingxianghenda，yinweiruguopinpaifangxiangzaiguoneishichangjingzheng，tamenjiubixuyadishoujia。ershoujiayadidejieguojiushiduidaigongchangdechuchangjiayaoqiuyehuigengkeke，gongchangdelirunkongjianjinyibubeiyasuo。

duxiu：suoyixianzaideqingkuangshibushiyoudianxiang“siwangluoxuan”？xingyeneijingzhengfeichangjilie，dajiajuandehenlihai，zuihouzhenggexingyedoushoudaoleyingxiang。

justin：keyishuomeigerendouzaipinmingyadijiageqiangshichang。

duxiu：danyiqingzhihou，yundongxieheyundongfushidexuqiubushidafushangzhanglema？zhenggeshichangzaizengzhang，anlishuoyinggaidajiadounengfendaogengduodangaocaidui。weishenmenimenxingyedeganshouhaishizheimecha？

justin：meicuo，yiqingzhihou，quanqiufanweineijujiabangongdexingqiqueshituidongleyundongxiedexuqiuzengzhang。dajiabuyongzaichuanneixie“shufurenxing”deyifu，biruniuzikuhuozhezhengzhuang。zheizhonghuanjingxia，yundongxieyiduchengweishouxuan，shichangzhengtixuqiushangzhangdehenmingxian。youqishiyiqingchuqi，“yundongshehua”（sport chic）fengchaoliuxingqilai，xiaofeizhegengyuanyimaineixiejiyouyundonggongnengyouxiandeshishangdegaoduanyundongxie，shichangkanqilaihenfanrong。

danshi，zheizhongqushibingmeiyouchixutaijiu。suizheshijiantuiyi，xiaofeizhedexuqiuzhujianzhuanxianggengjiasongchi、gengjujiadexiekuan，birutuoxie、bangenxie，shenzhiyixiemujishixiekuan。zheixiexieziyinweishushixinghesuiyixinggenggao，kaishiqudaichuantongyundongxiedeshichangfene。xiaofeizhekaishijuedeyundongxie“taijinle”、“taizhengshile”，bugouqingsongzizai。suoyicongwodetiganlaikan，xianzaichuantongyundongxiedeshichangshijishangshizaizhubuehua。

duxiu：yejiushishuo，suiranzhenggexieleishichangzaibianda，danbingmeiyouzhenzhengbangdaochuantongyundongxiezheigepinleishixianzengzhang？

justin：dui，xianzaishichangdequshishizouxianggengduoyuanhua。yiqian，zai2012nianzhiqian，suoweide“duoyuanhua”qishizhishijuxianzaiyigeleibielimian，birushizhuangxiezheigedaleihuifenchunvzhuangzhengzhuang、nanzhuangxiuxianzheiyangdexifenpinlei，danzhengtishangpixierengranzhanjuzhudaodiwei。neishihoude“duoyuanhua”gengduozhideshitongyigeleimuli，butongpinpaitongguoshejiqufenfengge，erbushileimudebenzhiduoyanghua。

dandaole2012nianzhihou，shichangturanfashenglehenshengyingdezhuanbian，shizhuangxiebeixunsupaoqi，yundongxiechengweizhuliu。xianzai，zheizhongqushiyouzaifashengbianhua，xiaofeizhezhujianxianggengshushi、gengjujiadexieleizhuanbian。worenweiwomenzhengchuzaiyigezhuanxingqi，yigeguodujieduan。weilaishichangdezhongxinhenkenenghuizhubuzhuanxiangsongchihejujiafenggedexiekuan。

duxiu：zheiqueshihewomencongshujuhuocaibaoshangkandaodeqingkuangyouhendabutong。yinweicongzhengtilaikan，shichangshizaizengzhangde。erqie，xiangyixiexiaozhongxieleipinpaidecaibaobiaoxianyefeichangbucuo，birulululemeng（lululemon）yekaishizuoxie，haiyouangpaozheiyangde。jiyuzheixiexinxi，womenhuijuedeshichangzhuangtaihenhao。dannimencongyezhedeganshouquewanquanbuyiyang。

justin：shide，womencongyezhedetiganfeichangcha。xieleixingyexianzaihuoxuhaisuanbushangwanquandexiyangxingye，danxiechangbenshenjueduishiyigexiyangxingye。

zhenggeyundongxieshichangxianzaidoubuhaoguo。wulunshiliuhuaxie、banxie、lanqiuxie、zuqiuxie、paoxie，jihusuoyoupinpaidouzaizhengzha。weiyihainengkandaoyixiexiaorongde，kenengzhiyouneiliangjiaxinruipinpai。dansheizhidaotamennenghongduojiu，nenghuoduojiuni？bijing，chaoliuwangwangdoushiduanzande，henkuaijiuhuibeiyiwang。danworenwei，buguanshicongchuangxinhaishicongredulaikan，ruguonifangqilechuangxin，zhishimanzuyuzhuanxiehuanpidelirun，neizheijiagongsilishuaituijiubuyuanle。

02 "只能在物料上创新"——一个古老行业的瓶颈

duxiu：congnimendejiaodulaishuo，zhixiezheigexingyeneibuyoumeiyou“bishilian”？jinzitadedingduanshishenmeyangdeni？

justin：kendingshishougongpixie，haowuyiwen。

shougongpixiejiushishougongkaipi、shougongcaijian、shougongfengzhi，suoyoudegongxudoushikaoyishuangshoulaiwanchengde。yingguodenorthampton（beianpudun）xiejiangjiushizheileishougongpixiegongyidedaibiao。shougongpixiewulunconglishidiweihaishijishuhanliangshanglaishuo，jueduishixingyejinzitadedingduan。

zaiwangxia，jiushiyixienvzhuanggaogenxiepinpai，birujimmy choo，zheileipinpaikeyisuanshizhanzaijinzitadingduandelingyigefenzhi，heshougongpixiejihuzaitongyishuipingxianshang。buguo，shougongpixiekenenghaishihui“wangxiakan”tayidian。erjimmy choozenengbishineixiexiangsteve madden、sam edelmanhuozheneutralizerzheileiwanquanliushuixianshengchandepinpai。

ruguozhicongjishuhanliangdejiaodulaikan，zaiwangxiajiushiyundongxiele。qishiyundongxiedejishushuipingbingbudi，youqishixiangnaikezheileipinpai，gongyishangshenzhibubigaogenxiecha。buguo，yundongxiezaiwangxiajiushibanxie，birukuangweizheilei，jishuhanliangjiuxiangduihendile。jibenshangzhiyaobaxiezizuochulaijiuxingle。suoyishuo，wozheisuanshigaokaidizoule。

duxiu：zainidecongyeshengyazhong，youmeiyounayishuangxiehuozhemougexiangmurangnijuedetebiejiaoao？shenzhishinenggouchufayixiechuangxinjihuide？

justin：dangnianwomenzuoguoyigeyidalipinpaijiaoacbcdexiezi，tashiyigefeichangtebiedexiangmu。

tadangshizhendeshidianfuxingdesheji，yizhidaoxianzaiwodoujuedetafeichangjuyougemingxing。tazuidadetedianjiushibaxiemianhexiedifenkaile。gangcaiwomenliaodao，chuantongxiezishitongguojiaoshuihezhongdijiangxiemianhexiedijieheqilaide。erzheigepinpaizhijiequxiaolezhongdi，bazhanhemeijiecongjiaoshuibianchenglelalian。

yejiushishuo，yishuangxiedexiedishigudingde，danxiemianshikeyisuiyigenghuande。zhiyaoyouyishuangxiedi，nikeyisuishibaxiemianchaixialai，zaizhuangshangxindexiemian，zheiyangxiezijiubianchenglelingyishuang。

duxiu：tingqilaiyoudianxianglegaoneizhongpinchadeshejifangshi。

justin：dui，leiside。buguozaimeiguoqishizaoyouleisidechangshi，danzuodehenchou。dangshitamenyongdeshineizhongdakuaidesuliaolalian，chihenda，feichangxianyan。tamenhaijizheizhongxieziqilegewaihaojiao“shayu”，yinweixiezidelalianjiuxiangzhangkaizuideshayuyiyang，yachitebiemingxian，henxingxiang，danshizhendebuhaokan。

erwomenzuodebanbenyonglefeichangxidenilonglalian，zhengtigengjiayinxing，shijuexiaoguoyaohaohenduo。erqiewomenhaizailalianshangjialeyicengfangposhuidechenbuhetuceng，suiranbunengwanquanfangshui，danposhangyibeishui，xiezilimianshibuhuishide。

erqiezheikuanxiebujinzaiwaiguanshanggengmeiguan，gongnengxingyegengyoutupo。meiguanbenshenjiushiyizhonggemingxingdechuangxin，yinweilalianyuexiao，duitadexingnengyaoqiujiuyuegao。yaoshixianzheigejishu，xuyaozaishejihegongyishangdadaofeichanggaodebiaozhun。suoyi，dangchuwojiedaozheigexiangmushi，zhendejuedefeichangyoutiaozhanxing。

duxiu：nimenhualeduojiushijianquwanchengzheishuangxiedeshejiheshengchan？

justin：wohelingwaiyigetongshiyiqihualeyiniandeshijiancaiwanchengta。keyishuo，duiwomenlaishuo，zheishuangxiejiuxiangzijideqinshenghaiziyiyang，womendouhenjiaoao。danyihandeshi，zheikuanxiehoulaimaidebuhao。

duxiu：weishenme？shiyinweixiaofeizheduizheigepinpaihuozhechanpingainianbulejie，haishitamenduizheigeshejibenshenburenke？

justin：qishixiaofeizheduizheigegainianshihenganxingqude。gangkaishideshihou，dajiaduizheizhongkeyigenghuanxiemiandeshejidoufeichanghaoqi。erqieyunyingfangdingdejiagezaidangshi（2017nian）yesuanheli，bingbushigaobukepande“tianjia”。zaiwomenshanghaidiankaizhangdeshihou，queshixiyinlehenduorenpaiduishichuan，changmianyiduhenrenao。danshi，zheicishichuanzhijiehuidiaolezheishuangxiedeshichangqianjing，yinweitadeshejiyouyigezhimingdequexian——xiexuanfeichangzhai，bushiheyazhourendejiaoxing。

duxiu：neiweishenmezaishejideshihoumeiyoujiejuezheigewentini？

justin：qishiwomenzaojiufaxianzheigewentile，yexiangshejishitichuguoyijian。womenshuo，zheishuangxiedexuanxingtaizhaile，yazhourenhuichuanbujinqu，bixugaikuanyidian。danshejishizhijiejujuele，tashuoruguobaxiexuangaikuanle，zheishuangxiejiubuhaokanle。

duxiu：shejishishinaguoren？

justin：yidaliren。

duxiu：suoyiyidalirenheyazhourendejiaoxingbenlaijiushiwanquanbuyiyangde？

justin：dui，wanquanbutong。yazhourendejiaoxingtedianshiqianzhangkuan、jiaobeigao，erouzhouren、tebieshiyidalirendejiaoxingpianshouzhang，jiaobeiyebijiaodi。shejishidangshiwanquanmeiyoukaolvguoyazhouxiaofeizhedexuqiu。womenzuoweikaifatuanduiqishiyijingtichulexiugaijianyi，danshejishijianchibugai。zheijiushiyigedianxingdeanli——shejishide“zifu”zhanshenglezhuanyeyijian。guigenjiedi，chanpinshibaideyuanyinbingbushiyunyingfanghuokaifatuanduidewenti，ershishejibenshencongyikaishijiucunzaiquexian，zhudinghuishibai。

ruguotadeshichuanjiaoganhao，nenggoushipeidaduoshurendejiaoxing，wojuedezheishuangxiewanquanyoujihuichengweibaokuan。dangshiyiqianduokuaiqiandejiagekeyimaisanshuangxie，xiangdangyuliangtaodadihesanzuxiemian。duiyuxiaofeizhelaishuo，guangshizheigexinxianganjiuzugouxiyinrenle。danxianshishi，xiaofeizhemaihuiquzhihoufaxiangenbenchuanbujinqu，neizheigechanpinhaiyoushenmeyiyini？tade“diyiqiang”meiyoudaxiang，houmianziranyejiumeiyourenhejihuile。

duxiu：ruguoxianzaiyoujihuirangnizhongxinqidongzheigexiangmu，nijuedetahaiyoukenengchenggongma？

justin：yijingmeiyoujihuile。zhongguoxiaofeizheyouqijianwang，yinweitamendexuanzetaiduole。meitianzaitaobao、tianmaoshangdouyousuoweide“guochaopinpai”yongru，jiageyebugao。qishi，dangshiwomenzheikuanxiededingjiabingbugui。daole2020nian，tamenhaichangshiguozhengzhaleyixia，huanleyijiaxindeyunyingfanglaijieshou，danzuihouhaishishibaile。

neicichangshiwanquanmeijiqirenheshuihua。wohoulaikandaotamenyijingzhongxinshejilechanpin，shenzhihuanyonglexindedadi。danshicuodechengbenshizaitaigaole，guangshimoju、gongchangfeiyong、dayangfeiyong、shengchanfeiyongherengongfeiyong，jiaqilaijiujibaiwanrenminbi。

zheigeyusuanzaidagongsineibuyigeshiyebulishihendadekaixiao。nixiang，huazheimeduoqianheshijianquzuoyikuanchanpin，ruguohaimeituichujiushibaile，neisheihaiganzaichangshini？ruguowoshifuzezheigexiangmudelaoda，gaobuhaozhenggetuanduidoudejiesan，dajiadoumeifanchi。suoyihenduolingdaozuihouzhinengxuanze“deguoqieguo”，buganqingyimaoxian。

duxiu：wojuedenijiangdezheigelizifeichangshengdong，nengshuomingyikuanxiecongchuangxindaoshichanghuayouduonan。

justin：dui，bieshuobaokuanle，nengzifuyingkuijiuyijingsuanchenggong。dangshishanghaineibiandeyunyingfangyeshizheimexiangde，tamendemubiaobingbushikaotazhuandaqian，zhiyaobukuijiuxing。danwentishi，tayituichujiukaishikui。wotingshuodiyipidahuojuranmaileliangniandoumeimaiwan。

diyipidahuowojideshi6wanshuangzuoyou，dagaibaokuoliangwantaodadihesanwanduojianxiemian。jieguoxiemianhaoxiangmaichuqubudaoshifenzhiyi，wanquanmaibudong。yinweiyidanxiezidexuanxingzuocuole，zaizenmetuixiaodoumeiyouyong，xiaofeizhegenbenchuanbujinqu。yifudalehainenggaixiao，danxiexiaolewanquanmeibanfagai。ruguoxiemazaidayihao，kuandugoule，zhangduyoutaizhangle。

xiezishilitidejiegou，diaozhengqilaitebienan。zheiyeshiweishenmezhixiexingyeyizhizhanzaishishangxingyebishiliandedingduan。zuoxiedegongyifuzadeduo，xiechangkanbuqineixiezuoyifuhewazide。

duxiu：jiulianneixiegaodingshizhuangwu，yebuyidingyouzhixiedejishuhanliang？

justin：caifenghexiejiangbi，xiejiangdangranshikeyiaoshicaifengde。yinweixiezidebujianbiyifufuzadeduo，erqietaxuyaoyanjiuzubujiegou，shejidewentiyebiyifujingxideduo。yifukenengjiushijigeguanjiebuweidewenti，danxiezibixukaolvxuanxingruhewanquanfuhezubudeshenglijiegou，biruxueyexunhuan，zheitebienan。gengbuyaoshuoxianzaidezhixiegongyiyijingfazhanchengyigeduoxuekexiezuodexiandaihualiuchengle。

zuoxiebujinxuyaoshougongfengzhihejiancaidejingxi，haixuyaodongcailiaoxue、mojugongyi，shenzhiwulihehuaxuezhishi。jiunaneishuanglalianxielaishuo，tazuiguanjiandebufenbushixiedi，yebushixiemian，ershitadelalian。zheigelalianduiwomenlaishuowanquanshixindelingyu，jianzhixiangzaixueyimenwaiyu。yiqianwoconglaimeiyouxiangguozuoxiexuyaoyanjiulalian。

tagenyifushangdelalianyaoqiuwanquanbuyiyang。yifudelalianzhixuyaowanchengbihedegongneng，danzheishuangxiedelalianhaiyaochengshouxingzoushidechongjili。zaiputongxiezili，zheizhongchongjilihuifensandaoduogebujianshang，danzaizheishuangxieshangwanquanyilailalian。womenbixujisuanlaliandekangchongjinenglihewulicanshu，erzheixieceshishimeiyouxingyebiaozhunde。womenzhinengzijimosuo。

weilegaodingzheigelalian，wojihumeitianpaoqulalianchang，genlaobangoutong，yaoqiutamendiaozhengshengchangongyi。birutucengzenmechuli、cailiaoruhejiagu、laliandekanglalibixudadaoduoshao。zhenggeguochengtebieshaonao。zhiqianconglaimeixiangguozuoxiezixuyaoquyanjiuzheime“xizhimojie”dedongxi。

duxiu：wojuedezheishiyigehenhaodechuangxingushi。jishizuihoushibaile，nirengrannengganjuedaozijizaizuoyixiequanxindedongxi，shibierenmeiyouchangshiguode。

justin：dui，bijinghuadebushiwodeqian。zhanzheshuohuabuyaotengma。

duxiu：danmeigedagongsiruguoxiangzuochanpinchuangxin，doubixuchengdanzheizhongshibaidefengxian。yinweiyidanchenggong，shouyishijudade。

justin：lilunshangshizheiyangmeicuo。danzaidangxiazheigejingjixingshixia，shichangdebuquedingxingtaidale，sheihaiganzheimeshuoni？

yingxiongbuchangyou。dangnianshanghaineiweilaobanshilezheigexiangmu，zuihoushibaile，tazijiyehenshoudaji。wotingshuotahoulaikailehenduociwenzehui，yinweineipikucunyazaineili，suirancongcaiwushangkanzheidiansunshiduitalaishuobusuanshenme，danxinlishangdedajishijudade。

duxiu：zhiqiannaikedechuangshirenfeier·naitezai《xiegou》yishuzhongyetidaoguo，tazuichubingbushizijiyanfayundongxie，ershichuanglilelandaitiyugongsi，dailiribendeguizhonghuxie。raner，youyushuangfangjingyinglinianbuhe，qieguizhongyaoqiushougoulandaigongsi51%deguquan，fouzejiangshouhuidailiquan，zheiposhifeier·naitezhinengzijizhongxindazaoyigepinpai，yejiushihoulaichengweinaikedepinpai，bingkaishiyanfazijideyundongxie，fouzetajiuhuimianlindaobidefengxian。xianzaikanlai，henduopinpaibingmeiyouxianrurucidekunjing，xuduopinpaiyirannenggouyikaoguoqudejileijixushengcun。

justin：shide，zheigegushifeichangjingdian，dajiadouzhidao。jibianzaiyeneiwai，tayeshiliuchuanshenjiudechuanqi。henduoshihou，chuangxinshibeibichulaide。

duxiu：yaomeshiyinweiduixiezidejizhireai，zhendexiangzuochuyishuangdajiaxiaidexiezi。

justin：laoyibeidenaikerenzhendeshizheiyang，tamendexuantoushifuzhendeshiliangerbuwenchuangwaishi，yixinzhizuoxuantou。tamenzhuanzhuyuyanjiuzenyangzuoxuantoucainengrangxiezigengjiashushi。biruwoyudaoguoyiweinaikedeyuanlaojirenwu，gonghaodagaishiqianshiweihuoqianjishiweideneizhong，shuyufeichangzishendecunzai。

tacengjingshuoguo：“wozheiyibeizidouzaixuantoufangli，jiuzhigaixuantou。”naikedexuantoudayueyouyiqianduo、jibaigedoushitaqinzishejide。wogangruxingshi，wodoujuedezijinenggenzheiyangdedalaotongzhuochifan，jianzhishimodaderongxing，nengchuiyibeizi。laoyibeidenaikerenjiushizheiyang。

buguohoulaiwofaxianqingkuangfashenglebianhua，wojiechudaoqitapinpai，shenzhishinaikeneibudetuandui，dajiakaishitaolundedoubuzaishiruhetishengxiezideshushidu，ershimankouxingyeheihua，birukpi、roi、xiekuanxiaoshoudefeiyong breakdown。henshaoyourenzaitanlunruheshejichuyishuangnengranggukechuanshanggengshushidexiezi。zheixietaolunjihuzhizaigongchangneibutingdao，shenzhizaigongsineibuyebuzaitile。

duxiu：chanpinchuangxinyuxiaoshou、yijizuizhongkehutiyanzhijian，sihuwanquantuojiele。

justin：dui，zheixiegongsilidekaifatuandui，wogengqingxiangyurenweitamenxiangshizhijianyuanhuozhezhongzhuanshejishi。meiguoneibianjiangshejifanganjiaoguolai，gongchangderenwujinjinshijianchapeiseshifouzhengque、tuanshifouzhunque、chexianshifouhegui、shifouyouxiaci。gongzuoliuchengdazhijiushizheiyang，querenyucaotudeyizhixing，quebaomeiyouwenti，ranhoujiujinruliangchanjieduan。henduoshihouzheizhongzuofahuidaozhilujingyilai。

wojuede，ruguoshejishizaizheizhonghuanjingzhongjinxingshenduchuangxin，duiyusuoyoushejishilaishuodoushiyizhongjudadetiaozhan。nenggouzaizheizhongqingkuangxiazuochuyinlingxingyedechuangxin，xiangdangniandeairpad huozhe air jordan neiyangdegexin，zhendehenshao。daduoshushejishizhinengjinxingyixiexiaoguimodechangshi，zuoxielianmingkuanhuoxiaobujiandegaidong，zheizhongsuoweidechuangxin，tongchangzhishimougebujiandexiaodiaozheng。

henduoshihou，chuangxindebeihoubingbushizhenzhengdetupo，ershitongguoxuanchuanxincailiaodefangshi，jizheixiexiaobianhuafuyukuazhangde“chuangxin”biaoqian，yongjijuhualaimiaoshuyigejiandandesigezicailiao，jiecixiyinyanqiu。shijishang，yinzangzaiqizhongdezhishixingyeneibudepingjing，wulunshidaigongchanghaishipinpai，douyijingxianrulekunjing。

03 从品牌到电商的阵痛：大厂代工、炒鞋退潮与零售渠道之变

duxiu：xiangnaikeheadidasizheiyangdequanqiupinpai，tamenshizenmetiaoxuanhefenpeidaigongchangheshengchanxiandeni？

justin：tongchanglaishuo，tamenhuibazuijingying、zuigaoduandejitiaoshengchanxianjizhongzaiyiliangjiagongchangzuo。biru，baochengyiqianzaizhongshansanxiangjiuyouliangtiaozhuanmenweidapinpaifuwudeshengchanxian，naikeheadidengpinpaihuizhidingjigexieguanyuanlaiguanlizheixieshengchanxian。baochengzaizhongguotaiwandedaigongchangzaixingyelisuanshizuidazhiyi。

baochengzaizhongshansanxiangdegongchangyijingyouhenzhanglishile，wojidezhishaoshi90niandaideshier，womenchuzhonghegaozhongshiqumaiqiuxie，henduorendouhuiquneifujinmai，yinweineilideweihuozuiduo，zhuyaoshidanpin、zhiliangbuhegedexiezihuozhebuliangpin，jiushisuoweide“laoshuhuo”。neishihoudajiajingchangqudedifang，jiushizaigongchangduimiandeneitiaojieshang。

duxiu：zheixiexiezigongchangkeyiyouquanlimaima？ruguozheixiexieshangyoupinpaidelogo，yiyigejididejiageliuchu，pinpaifangbuhuiguanma？

justin：xieyeliyougebuchengwendeguiju，jiushishuo，ruguoyipixieziliyouyibufenbeibiaoshang“qcbuhege”debiaoqian，zheixiexiepinpaifangshibuhuifuqiande。xiechangmorenzheixiexiehaishishuyutamendezichan，busuanpinpaifangdechanpin。

nengbunengmaijiukanpinpaifangshifouzhuijiule。yibanlaishuo，pinpaifangshimorenzheizhongqingkuangde，yinweitamenbuxiangyin200shuangxiezigenxiechanggaohuaiguanxi。bijingniburangxiechangmai，putiandexiechangyiyanghuimai，zheiyangyoushenmechabieni？dangshiwomenjingchangqumaizheixie“laoshuhuo”，shenzhinengmaidaoganggangzaixianggangshangshidekuanshi。womennengmaidaodexiezijihuhexianggangtongbufashou。suoyi，womenkandaodeneixiechaoliukuanshi，henduodoushizaizhongshanshengchande。

houlaiwojinruzheigexingye，wotingshuo，xiangwogangcaishuodeneiyang，youliangjiagongchangshitamendezhulihejingruibudui，zhuanmenfuzekaifaheshengchanneixiedingjikuanshi，biruajdelianmingkuan、nbashizhanqiuxiedeng。neixiexiezideshengchan，jishuyaoqiuhengao，doushizaizheixiegongchanglizuode。wobuquedingzheishibushishishi，danwocongyeneitingshuoguoleisideqingkuang。henduodagongchanghejituandouyouzheiyangdeanpai。xiangfengtai、baochengzheixiegongchang，tamenzaifujianhezhongshandegongchanglidouyoujitiaozhuanmenzuogaoduanxiekuandeshengchanxian，zheixiexianyibanfuzexiaopiliang、gaoyaoqiudechanpin。

duxiu：chuciyiwaijiushijiushiputongdazhongkuan。

justin：dui，meicuo，neijiushiputongdedahuoxie，duiyuzheizhongxiekuanlaishuo，gongchangdezhilianghegongyijiumeiyouneimeyange，chanpinzhiliangcanchabuqi。zheixiexiezidouyoukenengchuxianzheiyangneiyangdewenti。yinweitamenbushitongguojiqizidongshengchanchulaide，ershirengongzhizuode，nanmianhuichuxianyixiequexian。

duxiu：lingyigezhidezhuyidedianshi，wofaxiandajiazuijinchaoxiedexianxiangmingxianjianshao，youqishiyiqingzhihou。wojuedeyiqingqian，dajiahaishihuifengkuangzhuipengyixietedingkuanshidexiezi，birulianmingkuan、xianliangpeisezhileide。danxianzaiwohenshaotingdaoyourenjiajiagoumaixiezi。

justin：guanyuchaoxiedeshi，wojidezai16、17nian，“du”appjiukaishihuoqilaileba？xianzaijiao“dewu”。

neigeshihouwozaivansdekaifabangongshigongzuo。womengongsineishifashengleyicixiemishijian，shejisupremehevansdelianmingxiekuan，neigeyangxieshizaiwodedabanshizhizuode。neitianwozhenghaochucha，huilaizhihou，wolaobancongxianggangdalaidianhua，fengkuangdimawo。wowentaweishenmemawo，tashuonizijiquinstagramkankanfashengleshenme。wogaosutawoxianzaizaicheshang，yushitafalejietujiwo。

jieguoyouyigebuzhimingderenpaojinlewomendeyangpinshi，erneitianqiahaoyangpinshidemenmeiyousuo。zheigerenbazhengzaikaifadesupremelianmingxiepaizhaobingfabudaoinstagram。zheigetiezizailiangxiaoshineidianzanchaoguo5wan，dajiadouzaifengkuangxunwenzheishihenagepinpaidelianmingkuan。

duxiu：zuizhongzheigeshijianyoujieguoma？shisheizuode，huozheduinimendeshengchanyouyingxiangma？

justin：meiyouchachushishei。fanzhengwoyincijigongsipeileyigeyuedegongzi。

duxiu：danzheishuangxiekenenghuibuhuifaneryincimaidegenghao？

justin：woyebuqueding，yinweitabenlaijiuxianliangfaxing，quanqiuzhiyou200shuang。erqiezheikuanxiebingmeiyoujinrudaguimoshengchan，zhishizaiyangpinxianxiaopiliangzhizuo。

duxiu：zheishuangxiededingjiashiduoshao？

justin：guanfangshoujiajibaimeijin，dannibukenengyizheigejiagemaidao，shichangjiagekenenghuijiageling。

duxiu：wojideneiduanshijianqueshiyouhenduoleisidexinwen，birunaikehediordelianming。

justin：dui，neishuangxiezaisneakerheadhuokickersshangchaodao13,000duomeijinyishuang。

duxiu：neizheixiexieziyouchengjiaoma？

justin：yinggaishiyoujiawushi，kenengyeshirenweitaijiadeqingkuang。yinweihenmingxian，yiqingzhihouhuozheyiqingqijian，dajiayijingbutaiguanzhuzheixiechaoliule。shouxianhenduorenshiyele，zaijialinalaineimeduoqian；qici，xiechangyeyinweigezhongxianzhiwufazhengchangshengchanhejiaohuo，zheishiyigehenxianshidewenti。

duxiu：dui，yiqingqijiancengjingyouxinwenshuoputiandexiechangwufakaigong，henduodifangdexiezidoumaibudao。

justin：dui，zheishizhende，bushiyangcongxinwen。xiangchengquneibianyidanhesuanjiancejieguochulai，quanxianfengsuo，xiechangfabulehuo。zheizhongqingkuangzhenshifashengguo。worenwei，congxinlicengmianlaikan，yiqingguohou，henduorenkaishifansi，weishenmeyaoweizheixiexuhuandedongxifuchuneimeduo。henduorendoujinglileshenghuozhongdebiangu，gaibianletamenderenshengguan。worenweizheizhongxinlishangdezhuanbian，yingxianglehenduorenduichaoxiedekanfa。

duxiu：niyouchaoguoxiema？

justin：yinweiwozijicongshizheigexingye，suoyimeiyouchaoguoxie。wolejietadebenzhi。suiranxiezishejikenenggenghaokan，danyejincieryi。womaixiebujinjinkangongneng，haihuizhuzhongwaiguan，yaoqiuxiezifuhewodeshenmei，yanseyehenzhongyao。youxielianmingkuan，wojuedegenbenbuhaokan，weishenmeyaohuaneimeduoqianmaiyishuangzheimechoudexie？nixihuan，ok，neisuini，danwobuhuimai。erqiezaizheigexingye，kanguotaiduohuashaodexinkuan，suoyiwomentianshengjiuduizheixieshiwuyouyidingdemianyili。

duxiu：nijuededianshangduichuantongpinpaizaochenglechongjima？

justin：qitapinpaiwobuqingchu，danvansjueduishishoudaolechongji。zaizhongguodeyiqingqijian，vanszijizhijiejinrudianshanglingyu，jihubajingxiaoshanggaodekuaisidiaole。suoyixianzaihenduojingxiaoshangbuzaicaigoutadechanpinle，vanszijizaidouyinhetianmaokaisheleqijiandian，jiageshenzhibijingxiaoshanghaibianyi。yucitongshi，vanshaiyaoqiujingxiaoshanganyuanjiajinhuo，dantazijiqueyigengdidejiagexiaoshou，neixiejingxiaoshanghainengyuanyichengdanzheigefengxianma？

birunaikexianzaizhongxinpinhuilelaoceo，yeshiyinweizhiqianguoyuyilaidianshang。dianshangmoshikuaisugengxinhuandai，buxuyaoguoduoguanzhushejichuangxin，zhixubutingdigenghuanyansejike。

04 三个品牌的不同选择：玛莎的保守、Vans的高淘汰率、斯凯奇的差异化

duxiu：neinizijizuoxiedexinlulichengshizenmeyangde？congshizhuangxiezuodaoyundongxie。

justin：wojuedeshishenmeifashenglebianhua。dangranmoushengshiqizhongyigeyuanyin。diergeyuanyinshiyinweiwozaizheixingdaidejiule，qianjitiancaigenpengyoutaolunguo，weishenmewomenyizhizaizheixing，jinguangongzuoliangdaqiexinshuibugao。womenzongjieleyixia，jinguangongzuoguodu，qianjidebugou，danwomenhaishizaijianchi。

wohaijidewozaimashagongzuoshi，zoudaonanjingxilumashabaihuosilou，shinanzhuangbu。wozoushangquduipengyoushuo，zheiyicengsuoyoudenanxiepinleidoushiwokaifade，meiyishuangnanxie，wulunshipixie、yundongxiehaishijiajutuoxie，doushiwofuzede。neiyikedechengjiuganwuyulunbi。

duxiu：shinilaijuedingmeiyijinaxiechanpinshangjia，ranhouzuzhishengchanma？

justin：jibenshangshizheiyangde。shouxianshishejishituanduihuishejibutongdexiekuan，ranhoutamenbatujiaojiwo，woderenwujiushijiangzheixieshejizhuanhuaweishiwu。dannengbunengshixianshejishidegouxiang，nengbunengluodi，zheijiushiwodezhizele。suiranzaimashameiyouneimeduotianmaxingkongdesheji，dangongzuohaishitingjuyoutiaozhanxingde。

dui，mashadeteseshituchu“jingdiankuan”，bingqieqiangdiaowending。mashadeceocenggongkaishuoguo：“ruguoninianqing，huozhebuman45sui，zuihaobuyaojinruwomendedian，womenbuhuanyingni。”tazaiyuangongdahuishanggongkaishuodezheiyijuhua，zhenjinglequanchang。

duxiu：neitadeliyoushishenmeni？

justin：tadesilujiushijizhongzai“tuixiurenqun”shang，zhuanzhuyuzhonglaonianshichang。danhoulaizhengming，zheitiaoluqueshizoucuole，zuizhongzhengmingshisiluyitiao。daozuihou，mashazhinengkaomaishipinweichishouru，qitayewujihuquandoushibaile。xieleihefuzhuangshiqizhongdezhongzaiqu。bukanweilai，zhiguanzhuguoqu，zheizhongsiweishixingbutongde。

wozaimashagongzuolesannian，houlaijuedezheizhendeshifeichangwuqu，yingwenyoujuhuajiao“i didn’t sign up for this”（wobushilaiganzheigede）。suiranwozaizheiduanshijiandedaolehendadeduanlian，duziguanlizheimedadebumen，shejizheimeduodesku，bingqieshiwujuxi，conggongchangdaogongyingshangdouyaozijifuze，congtuzhidaoxiezishangshi，wodoudecanyu。wodedaolehendadeduanlian，danyehenjianao，gongzuoyalifeichangda。gengzhongyaodeshi，kandaoneixiemeiyoushenmebianhua、meiyouxinyidexiezi，zhenderangrenjuedekuaitule。

duxiu：suoyinihoulaizaivansshishenmegongzuotiyan？

justin：wotiaocaodaolevanshoucaifaxiantamenmeigeyue、meiyijidouyouxinkuan。tamenbutingdichangshixinsheji、xinxingzhuang、xincailiao，bingbuduanjinxingchuangxinpengzhuang。zheirangwogandaoermuyixin。suiranshuodaojishu，liuhuaxiekuanyemeiyoutaiduojishukeyan。

duxiu：neitamendehexinjingzhenglizainalini？skudefanxinsudushizenmeyangde？

justin：vansdegengxinsudufeichangkuai，wozuoxiaoyangdeshihou，jibenshangshiguoquyiniankaifadezonghe。renjiashiyongshulianglaitaotaini，yinweikaifazheimeduokuanbudaibiaonengmaichuquneimeduo。jugelizi，woyigejiduyaoganwandexiaoyangliang，zuiduodeshihoudayueyou1600duoshuang，meiyishuangdoushibuyiyangde，1600duogesku。suiranwozaimashagongzuolesannian，yebuquedingzijishifoukaifalezheimeduokuan，danzaivans，womeigeyuedouzaiganzheizhonggaoqiangdudegongzuo。

tamenhuibayangpinnadaojingxiaoshangdahui，ranggedidejingxiaoshanghemaishouxuanding。zuihou，cong1600duogeskuzhong，zhiyoudayue200kuanjinruliangchan，zheiyiweizhedayue12.5%dao13%decunhuolv。suoyi，vansdechuangxinsuduhexiaolvshifeichanggaode，yenenglijietaweihenengxunsujueqi。erqieneishidajiadoubijiaoyouqian。

duxiu：zaivansgongzuotingqilaiqiangduyefeichangda，nidelequshishenme？

justin：vansdegongzuoqiangduqueshihenda，dankongxianshiyeyouyixiexianxiashijian，genmashadegongzuoqiangdushibunengbide。masharuguoshi100fendehua，vanszuiduozhinengdao60。

gengxinskushikaifajijiedeshi，richanggongzuozhong，wozhuyaofuzedeshikanyanghejiandushengchan，shengchanfangmianwozhixuyaokanyixia，querenshifoufuheyaoqiujike。

zaidaigongchangfangmian，gongzuomeiyouneimeyangeyaoqiu。zaimasha，womenmeiyouneizhongduorendetuandui，ershiyikao“one man army”demoshi。womenbangongshiyou11geren，danwomenzuole1300wanshuangxiezi，erqiewobingbushizuidadefuzeren。wofuzedenanxieyinianchuhuoliangdayueshi100duowanshuang，ernvxiezeyou400duowanshuang，geyouyigerenfuze。

zaivansdehua，wozhifuzekaifa，suoyigongzuoqiangduxiangduijiaodi。danmeiyigerendouzhenxinreaizheigexingye，tamenduixinshejiyouqiangliedereqing，xihuanzaimeishimeikedegongzuozhongjinxingshejipengzhuanghenaolijidang，neishihougongzuoxiangduigengchuncui，meiyouzaluanwuzhangdeshiwu。

duxiu：neigeshihoushibushigongsiyejiyehenhao？

justin：shide，duiwomenlaishuo，neishizhengchuyushangshengqi。danxianzaivansdeqingkuangxiahuadehenlihai，yijinglianxuliangniankuisunle。

duxiu：xingyedebianhuaqueshihuiyingxiangnideganshou。nizailimianzuodeshubushufu，youshihoubuwanquanqujueyugerennengli，henduoshihoushiyinweiniganghaochuzaiyigefengkou，nizuodemeijianshidoushunli，jiuhuiyouhenqiangdechengjiugan。

justin：keyizheimeshuo，dangshiyouhenduolianming，dajiadouyouxiepiaopiaorandeganjue。neishiwomenjuedezijihaoxiangzhanzaishijiezhidian，zuodeshiqingyehenyouxuronggan。dajiadouhuizhaowomen，wenyoumeiyoulianmingkuandeyangpin，shenzhishuo“buyaodejiwoliuyishuang”。houlaiwolikaishi，qingkuangyijingfashenglebianhua。woqulelingyigepinpai，zhuyaoshiyinweigongsineibudeyixieyuanyin，tuanduihuanlexinguanliceng，gongzuofenweiburuyiqianneiyangyukuai，suoyiwoxuanzelikai，quxunqiugengyoutiaozhanxingdegongzuo。qishi，xindeofferhezhiqianchabuduo，xinziyechabuduo。

duxiu：jiaruxianzaixuyaonijihaopengyouhuojiarentuijianxiezi，nihuijianyishenmeyangdepinpai？zaibubizhuiqiujizhigexinghuoyundongxingnengdeqiantixia，nijuedenagepinpaizaizheifangmianzuodebijiaopingheng？

justin：ruguobukaolvshenmeiyinsudehua，wohuituijiansikaiqi。shuodaozheili，woxiangqiyigehenzhongyaodepinpaijiushisikaiqi。tayeshidongyaonaikeshichangdiweidezhongyaoliliangzhiyi，jiangchengbenhegongnengjiehedefeichangwanmei，zhishizaishenmeifangmianshaoxianbuzu。

duxiu：queshiyoudianxiangzulijian。buguotadetongxiehejianbuxiexilie，congshichangfanyinglaikan，haishihenshouhuanyingde。

justin：zheishiyinweitaqueshizuodaolejiageshihui、xingjiabigao、gongnengchuzhong。jiyuzheixietedian，wofeichangtuijiansikaiqi。xiangtongleixingdexiezi，naikedeshoujiayaobitagaochusanfenzhiyi。suoyishuodaodongyaonaikeshichangdiweidepinpai，sikaiqijueduigongbukemei。

duxiu：zheizhongshichangbiaoxianshiquanqiuxingdema？

justin：shide，zheishiquanqiuxingdexianxiang。sikaiqiqueshizaiquanqiushichangshanggongchenglvedi。angpao、hokazaijingzheng1,000yuanyishangdegaoduanshichang，ersikaiqizezhuanzhuyu500-800yuandejiaweiduan。

duxiu：dui，tamendecelvejiushibadianmiankaizaiadidasihenaikedepangbian。

justin：meicuo，xiangdangyuzaigaosuxiaofeizhe："juedenaiketaiguide，keyilaiwomenzheilikankan。ruguojuedewomendeshejibugouhao，erqieyusuanchongzudehua，keyiqugebi。"zheiyangbutongpinpaifanernenggouhubu，bangzhubicishaixuanmubiaokehu。biruwozhangmuniang，womenjiujitamaisikaiqi，yinweilaonianrenzaibuxingshihuiyouyixiegugewentihezubujiankangwenti。sikaiqizaizheifangmianzuodefeichangchuse，erqiexiezihenqingbian。

duxiu：nirenweisikaiqizuidadeyoushishishenme？shiqingbianxingma？

justin：shuoqilai，sikaiqizaoqidequanqiukaifazhongxinjiushezaidongguan，jiuzaiyitiaoxiaolushang。

duxiu：dantashiyigemeiguopinpaiba？

justin：shide，buguodangshijihusuoyoumeiguopinpaidouzaidongguansheyoukaifazhongxin。keyishuo，ruguomeiyouzaidongguanshelikaifazhongxin，doubunengsuanshizhenzhengdequanqiupinpai。sikaiqizailvzhougongyeyuanquzhanjulexiangdangdademianji，jiuxiangdangnianvanszaiguanghongyuanquyiyang。lvzhoudezhuligongchangjiangzhenggeyuanqudouhuajilesikaiqi，limiandoushitamendeyuangong。

wojiechuguotamendekaifatuandui，tamenneibuyechengrenzijiadexieziyangshibijiaochuantong，danchuanzheshushi。shuodaopeise，congworuxingshijiujuedeyoudianciyan，yizhidaoxianzaidoushizheiyang。buguoqueshihenshufu，wozijiyechuanguo。weiyidequedianshibugounaichuan，youqishixiedirongyimosun。

duxiu：shiyinweiyonglefapaocaizhidexiedi？

justin：dui，zheishiweilezhuiqiuqingbianxing。niyaozuoqingbiandexiezi，jiuzhinengxuanzeevacaizhi。pucaizhitaizhongle，suoyizhinengyongeva，zuiduozaiwaimianjiayicengnaimodepvchuoyingzhipuwaiqiao，yejiushisuoweidewaiguge。danzhuticaizhihaishieva，zheizhongcaizhiqueshibunaimo，henkuaijiuhuimosun。buguozhengshiyinweichuanzheshushi，xiaofeizhewangwanghuichanshengyilaigan。dengdaoxiezimosunzhihou，ziranerranhuizaimaiyishuang，zheijiuxingchengleyigexiaofeibihuan。tamenjiushiyongshushidulaixiyinxiaofeizhe。

womenzaiersanshisuishikenengbulijiezhonglaonianrendexuanze，shenzhihuiyouxiezhiyi，danxianzaiwomenyedaolezheigenianling，zhongyulijieletamendexiangfa。sikaiqixianzaizhengshimiaozhunlewomenzheiqunnianzhangyixiedexiaofeizhe。

duxiu：erqiezheigequntidexiaofeinengliyebucuo。zheizhongxiezidejiageyijingchaochuledaxueshengsansibaiyuandeyusuan，ruguobukaolvzhekoudehua，queshiyaoguibushao。

justin：shide，dayueguiyibei。buguowojuedetamendecelvehenzhunque，zhenghaozhenduilewomenzheixieyuanyifangqibufenshenmei，gengzhuzhonggongnengxingdexiaofeizhe。bijingdaolewomenzheigenianji，huoduohuoshaodouhuiyouyixiezubuwenti。

duxiu：wozaixiangzheixiezheigedongxishigefeichanggulaodeyigeshangpin，hainengzenmechuangxin？nichuangxinleyihouzheigeshichangzenmejieshou？

justin：zaichuangxinfangmianhaishiyouyixiefazhankongjiande，cailiaodechuangxinkongjianshiwuxiande，danzaigongyifangmian，yijinghennanyoudadetupole。xianzaidaduoshupinpaidouxiandelibucongxin，zhaobudaoxindetupodian。wulunshizhuiqiuliuchengjianhuahaishijingyiguanli，keyouhuadekongjiandouhenyouxian。

yinweizheixiexiandaigongyeliuchengshuyuguanlixuefanchou，yijingfazhandexiangdangchengshu，hennanzaiyougemingxingdejinbu。zheiyejieshileweishenmexianzaiyouneimeduoxiechangdaobi——tamenyijingwufatongguojiangbenzengxiaolaitishengjingzhengli，zhinengbeidongdiyilaidingdanliang。yidandingdanliangxiahua，tamenjiwufajixujiangdichengben，yewufatishengxiaolv，zuizhongzhinengzouxiangdaobi。