wen | qujieshangye zhangyuge

12yue8ri，juyangshi《caijingdiaocha》lanmubaodao，zaihebeishengxingtaishidechongwushipinshichangcunzaiyanzhongdezhiliangwenti，baokuoxubiaochengfen、cuangaichandidengxingwei。hebeishijiazhuang、henankaifengdengdidechongwudianlichongchizhexubiaochengfenbiao、cuangaichuchangdidedijiachongwuliang，youxiechongwuliangjiageshenzhidizhi100yuan40jin，ji2.5yuanyijin。

muqian，xingtaishinanhequyikaizhanchongwushipinshengchanxiaoshouxingyepaichazhengzhi，jinyibuguifanshichangzhixu，yanlidajiweifaweiguixingwei，baohuguangdaxiaofeizhehefaliyi。

图源：微博截图

shishishang，zheiyijingbushihebeichongliangdiyici“tafang”le，jinnian“3·15”qijian，yangshijiucengpuguanghebeixingtaiyouchangjiayongliezhiyuanliaoshengchanchongwushipin。

neime，yangchongrenjiujinggairuhebianbieliezhichongliang？ersuizhechongliangshichangguimoriyizengzhang，chongwushipinpinpaimenyoumianlinzhenaxietiaozhan？

01.“参差不齐”的宠粮

ju“qujieshangye”lejie，chongwuliangdezuidachayidianzhiyizaiyucudanbaizhihezhifangdehanliang；erdijialiangweilejieyuechengben，shouxianbianhuijiangdicudanbaizhidebizhong。buliangchangshangmen“chengfenzaojia”deshouduanwuhuabamen，yongroufendaitixianrou、yongyumifudaitiyumideqingkuangyilvjianbuxian；jiuzaijinnian“3·15”qijian，yangshihaipuguanghebeixingtaibufengongchangyong“yumaofen”“shitoufen”laitigaocudanbaizhizhibiao。

图源：微博截图

suiranyongliezhiyuanliao，danzaichengfenbiaoshangquekanbuchulai。shengchandijialiangdehebeiruinuosiliaoyouxiangongsiduiyangshijizhebiaoshi，“huigenjushangjiadexuqiu，suiyibiaozhuchengfenbiao。”weilefangzhichongwuchiwanfuxie，youdegongchangzaizhizuoshihaihuitianjiazhixiedemengtuoshichengfen。

yougongchangbiaoshi，genjuyuancailiaodechengben，meidun5500yuandao6000yuandejiagecainengzuodaofuheguojiachongwuliangzuidibiaozhundechanpin；yejiushishuo，yingyangdabiaodechongliangchengbenjiuzhishaoyao2.75yuan-3yuanmeijin。

“qujieshangye”guanchadao，dianshangpingtaishangjingchangchuxianxiaolianggaodabaiwanjian，jiagewuliukuai、liangsankuaimeijindemaoliang；youxieguoneizhimingpinpailirumaifudi、miaofansideng，bufenchanpinzaidacuqijian，shoujiayehuidiyu10yuan/jin。

图源：淘宝截图

danjia10yuan/jinyixiadechongwuliang，zaiyangchongquancengyizhizhengyijiaoda。jiayouliangmaodexiewen（huaming）renwei，yifenqianyifenhuo，guimaoliangbuyidinghao，danhaomaoliangyidingbubianyi；“yibanbuhuikuidaizijidemao。wozijidoubuhuichishikuaiqiandehuoguo、yiliangkuaiqianderou，jimaojiugengbushedele。”

yeyoubushaozicheng“qiongyang”deyangchongren，biaoshizijiamaoyizhizaichizaidianshangpingtaigoumaide“sanwudijiachongliang”，“jiazhunongcunshenbianyou10zhimao，yitianzhishaoxiaohao10jinmaoliang，wuliukuaiyijindemaoliangjiuhenyouxingjiabi。”

cengshimougaoduanchongwushipinpinpaidefuzerenerica（huaming）biaoshi，zaiqiyebaozhengliangxindeqiantixia，20yuanzuoyouyijindemaoliangyibanjiukeyimanzuchongwuyingyangxuqiule，danjia30、40yuanyishangyijingshuyupiangaoduanpinzhi。youxiedapinpaizhekoujiadi，kenengshiyinweishengchanriqibutaixin。“zhiyujikuaiqianyijindeliang，jueduimanzubulechongwuderichangyingyangxuqiu，chibusi，danzhangqiyidingyingxiangjiankang。”

beipuguanggongchangluanxianghou，hebeixingtaishinanhequrenminzhengfulikechenglilelianhediaochazu，muqiansheshiqiyeyijingzantingshengchanxiaoshou；tongshi，xingtaishinanhequyikaizhanchongwushipinshengchanxiaoshouxingyedepaichazhengzhi。

youcongyezhebiaoshi，hebeidegongchangluanxiangpinfa，yuhebeichongwuliangchanyedaifazhandezaoyouyidingguanxi。hebeishichumu、siliaodasheng，xingtaihenduochongwushipingongchangjiushicongsiliaochangzhuanxingerlai，“danzaonianjianchongwushipinxingyedejianguanbiaozhunhaibugouwanshan，jilehenduoxiaogongchang‘yemanshengzhang’dejihui。”

2018nian，nongyenongcunbushoucizhidingle《chongwusiliaoguanlibanfa》dengyixilieguizhang，tianbulechongwusiliaoqiyeshengchanhejianduguanlidekongbai；rujin，nongxuzuojiadeliezhiliangshengcunkongjianyijingyujiaxiazhai。

ericatidao，chongwuliangzhiliangbuyidingshihechandiguagou，xiangyaobaohumaohaizimendechangwei，xiaofeizhehaishiyaoxuehuikanpeiliaobiao；“peiliaobiaoqiansanweishizuizhongyaodechengfen，yongdeshixianrouhaishiroufen；qicipeiliaoliruguoyouyumihedonggandehuayeyaoliuyi，yumicunchubudangjiyichanshenghuangqumei，donggantongguofengganzhicheng，shouchaozhihouxijunhanliangyerongyichaobiao。”

02.高端品牌也“翻车”？

suirandijialiangshichangxianru“heixinliang”dezhiyi，dangaojia、gaoduandingweidechongliangyebuyiweizhejueduianquan。

zaiguochanchongliangpinpaijueqizhiqian，henduoxiaofeizheceng“mangmuchongbai”niudun、huangjiadengjinkoudapai；raner，youxiejinkoupinpaiyehuixuanzeguoneigongchangdaigong，huoshizhaodailishangfenxiao，cunzai“haiwaiban”he“zhongguotegongban”chupinbutongdewenti。

“qujieshangye”guanchadao，jinliangnianyeyoujinkouchongliangpinpaizaipinkongwentishang“fanche”。2021nian，jianadapinpai“go！jiuzhongrou”jiubeipuchushiyonghoudaozhimaomifuxie、outu、bianxue、ganshensunshangshenzhisiwang；haiyoujianadagaoduanpinpai“kewang”he“aikenna”zaiguoneidailishangpinpingenghuan，yechangxianrulinqishoumai、genggaibaozhiqidezhiyi。

图源：小红书截图

jinkoupinpaidexinrenweiji，rangbushaoyangchongrenduiyanghuo“qumei”，zhuanxiangguochanpinpai。yangchongrenxiewen（huaming）tidao，jinianqianzaixiaohongshushangfenxianggoumaiguochanmaoliang，haihuizaodao“jiliulangmaocaichizheige”detucao，danxianzairuguonishuozijizhimaijinkouliang，fanerhuizaodaogezhong“burenzhenzuogongke”dechaoxiao。

ericabiaoshi，yiqingqijianmaidaojinkoupinpailiangbutairongyi，henduoguochanpinpaizhuazhulezheiduankongbaichengzhangqilaile。zai“wowo”pinpaifuzerenzhouyunkanlai，2018nianzhiqian，guojipinpaizaizhenggeshichangshangyouzheyadaoxingdefene，tianmaoshangguojipinpaideshichangfenekenengjiejinqichengdebili；danzaijinnian“6·18dacu”qijian，tianmaotop20chongwupinpaibangdanzhongdeguochanpinpaizhanbiyijingjiejin60%。

jinnian“shuang11”qijian，tianmaochongwupinleixiaoshoubangdanshangweijuqianliedeyeduoshiguochanpinpai。

图源：天猫

jinliangnian，guochanchongliangzhengzaicongzhongdiduanshichangmanmanyanshenzhijinkoupinpaidegaoduanfudi，bujinpeifangchengfenyuelaiyuejuan，jiageyeyilushuizhangchuangao。

majiaoyu、lurou、shanlinji、diwangguidengrenleicanzhuoshangshaojiandegaodangshicai，yujiapinfandichuxianzaichongwuguantoudepeiliaobiaozhong。henduoguochanpinpaideguantoujiage，yijingchaoguolejinkoudapai，yigeguantouchaoguorenyidunfandejiage。youbushaowangyoutucao，xianzaiyidaidonggandongzheqibashikuaiqibu，“yitiandegongzizhigougoumailiangdaidonggan。”

mouguochanchongwulingshipinpaidexiangguanfuzerenqiuran（huaming）biaoshi，chongwushipinzuogaoduan，bujinshizaishicaipeiliaoshang“juan”，zuizhongyaodeshizuohaopinkong，jinkenengbuchuxianzhiliangpilou。

zhideyitideshi，muqiandabufenguoneichongwushipinpinpairengranyidaigongmoshiweizhu；yinci，zaihenduoyangchongrenxinzhong，“daigong”“tiepai”wangwanghepinkongbuhuashangdenghao。

jinnian9yue，chongliangpinpai“jingu”chuangshirendengfengzaishemeifabushipin，shengchengyujinguhezuodedaigongchang“yuanxian”sizigenggailechanpinpeifang，jiangyuandingdechunxianroutoufangbilidafusuojianzhi25%。ju“qujieshangye”lejie，“yuanxian”cengshiwangyiyanxuan、miaofansidengguochanzhonggaoduanpinpaiduocihezuodedaigongchang，zaibushaoyangchongrenxinzhongyoujiaogaoxinrendu；“yuanxian”detafang，zaicitiaodonglexuduoyangchongrendeshenjing。

weilejianshaoyouyudaigongchuxiandewenti，guoneiyoubushaochongwushipinpinpaiyijingkaishizijiangongchang。

buguo，yeyouyijingjianqiziyougongchangdepinpaifangbiaoshi，pinkongdewenti，bingbushiyoudaigongchangzhuanxiangziyougongchangjiuyidingnengjiejue。mouguochanpinpaidexiangguanfuzerenbiaoshi，“qishizijiangongchanggendaigongchangmeiyoubenzhishangdechayi，daigongchangkenengchuxiandewenti，zijiangongchangyeweibinengwanquanbimian。”

图源：抖音截图

qiurantidao，weilebimian“cailei”，youxieyangchongrenshenzhihuiqubapinpaihezuodegongchang，kangongchangdezizhi、canbaorenshudeng，dangongchangdeguimo、zizhi，doubushichongliangzhiliangdejuedingxingyinsu，“zhuyaohaishiqujueyuguankongliduheziwoyueshu；pinkongdetouru，buzhibaokuozhaodaokekaodegongyingshang、duolunzhijian。”qiuranbiaoshi，shipinshengchanliantiaohenzhang，congyuancailiaodecaigou、yunshudaojiagong，yixierenweiganyudehuanjie，ruguojiankongbudaoweihuoshibuzixidoukenenghuiyingxiangdaochengpindekouganhexinxiandu。

“biruxianrouyundaolegongchang，banyundegongrendaishoutaobudaishoutao、youmeiyoupengdaorou，duiroudepinzhidouhuichanshengyingxiang。zheishihou，jiuyaokanpinpaiyuanbuyuanyijiadatouru，zhaodaozugouzhuanyederenlaibakongzheixiehuanjie。”qiuranbiaoshi。

03.宠物食品面临洗牌？

daigongmoshidelingyimingxianbiduan，shipinpaizhijiandechayihuayuelaiyuenanzuo。

shengguroupeifangzhuanjiapinpai“pate”depinpaifuzerenyangxiangtiantidao，“rujinguoneichongwuliangtongzhihuahenyanzhong，zaidaigongmoshizhixia，henduogongsihuiyongtongyitiaoshengchanxian，peifangheshicaixiangsidujiaogao，buliyupinpaijianliqiyonghuzhanxing。”

“airuizixun”shujuxianshi，2023nianzhongguochongwuxingyeguimoda5928yiyuan，tongbizengzhangle20.1%，yuji2025nianjiangdadao8114yiyuan。jiaodidezhizuomenjianhexunsuzengzhangdeshichang，xiyinlebushaoshipinqiyekuajieruju；ju“qujieshangye”lejie，zhuruyili、haolilaidengpinpaidouluxutuichulezijidechongwuniunaihuochongwudangaozipinpai。

rujuzhedezengduohejiaodidejishubilei，rangpinpaimenbudebutongguoyingxiaohejiagezhanlaizhengduoshichangfene，zheiyerangchongwushipinxingyezhujianxianluchu“zhongyingxiao、qingyanfa”dequshi。agushangshichongwugongsili，youbushaogongsideyingxiaofeiyonglvdouzai15%yishang，eryanfafeiyonglvnengdadaozheiyibilidequehenshao。windshujuxianshi，zhongchonggufen、guaibaochongwuhelusigufen，jinniandisanjiduyanfafeiyonglvfenbiewei1.6%、1.63%he3.24%。

图源：中宠股份财报截图

ericabiaoshi，renleishipingongsizuochongwupinpai，zaigongyinglianshangjiushijiangweidaji。“renleishipinpinpaitongchangzaishicaiyuanliaoshangyouwendingdegongying，caigouliangdayegengyouyijiaquan。buguo，chongwuherenleibutongdedifangzaiyu，xifenxuqiuhuigengduo，ruguorenleishipinpinpaixiangzaichongwulingyushengeng，shouhoufuwuxuyaogengzhuanye、gengyounaixinyixie。”

ericahaitidao，chongliangbenzhishangshuyukuaixiaoxingye，bingbushikaojishuqudongdexingye，“zaizenmeyanfa，nengyongderouyuanzhongleiyejiuneimeduo。weilairuguoxifenxuqiuzhangdekuai，duipeifangyaoqiugenggaodegongnengliangkenenghuiduoyixie，zhaoguyixieyouniaolu、changdaojibinghuozhelaoniandechongwuqunti。”

jinniandeyachongzhanshang，jingdongchaoshichongwuyewubufuzerentidao，guoquyinian，xingyechannengzengjiale21%，danquanwangchongwuxiaofeizhejiandanjiaxiahuale10%。zheiyiweizhexingyeyijingxianxianchu“gongguoyuqiu”detaishi。ericarenwei，xianzaijiushichongwushipinxingyezuihaodeshijile，yinweirenkouzaixiajiang，yangchongjiatingdezengzhangweilaiyehuifanghuan，weilaiguochanchongwupinpaizhijiandejingzhengyidinghuigengjiajilie。

guochanchongliangpinpaidaduoshijinliangniancaizhujianzhuangdadexinxiu，suiranyijingshouhuolerenkedu，danxiangyaojinyibutishengpinpaikoubeiheyonghuzhanxing，haiyouhenzhangdeluyaozou；zhiyouzengqiangduigongyingliandebakong，zaidapinpairuqinzhixiawenzhuguimohexiaoshoutixi，hourujudechongwupinpaimencainengzhenzhengzhangjiudiliuzaipaizhuoshang。