文｜大V商业 肖骏

bazongdefeng，guadaolefuzhuangjie。

haolilai“ergongzi”luocheng、jieliyasandaijiebanren“maojinshaoye”shizhancheng、duwangqianjinhechaolian，haiyouxiaomichuangshirenleijun，yinweichuanzhugaofanyurongfugongkailumian，gaofanzheiyiyurongfupinpaiyoubeichengzuoshi“zongcaizhixuan”。

gaofanyoubeichengzuoshizhongguodemengkelai，houzheshixiangyuquanqiudegaoduanyurongfupinpai。

gaofansuandeshangzheipixinxiaofeizhongbijiaochenggongde，guoqu，zhongguoxinxiaofeizhongdaliang“moumoujiedeaimashi”dengshuofadepinpaizuihoudouyudaolejingyingkunnan，erxiangbizhixiagaofanmuqiandezhuangtaiyaohaotaiduo。

1、从低端到高端，从两三百到两三千

qianyuanqibudegaofan，zhinengsuandeshangshipingti。

jinrugaofandeqijiandian，yurongfujiagedouzaiqianyuanqibu（bubaokuotongkuan），dongzhedadaoliangsanqianyuan，zuiguideyikuanshi3699yuan。

danshibeichengzuoshizhongguomengkelaidegaofan，zhinengsuandeshangshipingti。

pingtishishangyiboxinxiaofeilangchaozhong，guochanpinpaiduiyuxiaofeizhezhongyaodexinzhiqierudian。

gaofanshuqianyuandejiagesuiranzaiguochanyurongfuzhongsuanshigaoduan，danshihemengkelaishangwanyuandejiagexiangbi，feichang“qinmin”。jiandanlaishuojiushibidapaibianyi，danbiputongyurongfuyaoguibushao。

jibianxinxiaofeifazhandaoxianzaiyijingchuxianlepaomopomie，danshigaofandexiaoliangyirannengda。

2023nianshuangshiyi，gaofanzuoweiyijiazhongguogaoduanyurongfupinpai，chenggongjishentianmaofushibangdanqianlie，weiliedi11ming。zaitianmaofushishuang11chaojiyurongfubangdanzhong，gaofanweiliedisan，jinciyubosidengheyouyiku。

23nianniandi，gaofanshouciruzhuxianxiadian。genjugaofanguanwangpilu，muqiangaofanzaiguonei（maishoujihedian）you24jiaxianxiadian。

shijishang，gaofanzuichujiushicongxianxiaqijiade。2004nian，gaofanzaibeijingyansha、shanghaidongfangshangshadenggaoduanshangchangzhongkaichushijijiamendian，dingjia1800-2500yuan，miaozhundebianshigaoduanrenqun。

gaofanbingbushiyijiaxinchuangqiye，shijishanggaofanchengliyu2024nianyijingfazhanle20nian。

gaofanyebingfei20nianlaiyizhimiaozhungaoduanshichang，zheizhongjianjinglileliangcidadezhuanzhe。yigeshidianshangdejueqi，2011niankaishi，dianshanglangchaolaixi，gaofanyi200-300yuanweizhulichanpin，kaishizaidianshangpingtaijileixiaoliang。

raner，dijiacelveranggaofanchuangshirenwukunmingganjuedaoduiyupinpailaishuomeiyouweilai。

lingyigezhuanzhedianjiushizuijinyicidezaicigaoduanhua。

2020nian，wukunmingfaxianleguoneierongfushichangdejudaqianli。erongyinqibaonuanxing、shushixingheqingjieduyouyuyarong，chengweileshichangxinchong。erzai1000yuanyishangdejiagedaizhong，guochanerongfupinpaijihuchuyukongbaizhuangtai。

gaofanguoduantuichu“heijinxilie”erongfu，dingjiazai1000-3000yuanzhijian，xunsutianbulezheiyishichangkongbai，bingjiangpinpaizhongsuwei“gaozhijiabi”dedaibiao。

yeshizheicizhuanxing，caizaojiuledangxiagaofanzaixiaofeizhexinzhongzhongxinshulide“gaoduanyurongfu”dexingxiang。

2、大牌平替，高梵抓住3个红利

gaofandechenggong，shidianxingdexinxiaofeifazhanlujing。keyikanchulai，gaofanjihuhezhongduodexinxiaofeipinpaiyiyang，doushizhuazhule3gehonglicaiyoujihuijueqi。

首先就是市场空间。

zheijihushiguoqujinianxinxiaofeipinpaimenjueqidejichu，neijiushizaibaipaiheguojidapaizhijiancunzaideshichangkongxi。

chuantongyurongfushichangzhangqiyilaiyizhongdiduanchanpinweizhu，jiagezhan、chaoxixianxiangyanzhong，daozhixiaofeizheduiyurongfupinpaiderenzhijuxianyu“baonuan”dejibengongneng。

erlingyifangmian，gaoduanyurongfujiageguogao，daozhixiaofeizhe“youxinwuli”。

2017niankaishi，jianadaedenggaojiayurongfuzaizhongguozouhuo，chengweigaoduandexiangzheng，danshijianadaejiagequeshidongzheshangwanyuan。gaofanzhengshizhuazhulezheigeshichangkongxi，yaozhidao，3-4000deyurongfuzaiguochanpinpaizhongsuanshigaodang，danshihejianadaexiangbijiuchenglepingti。

qicishidouyinxiaohongshudengqudaodehongli。

gaofandejueqikeyizhuisudao2020nian，dangshizhibodianshangzhengchuyufengkouzhishang。gaofanyukuaishoutoubuzhubo“chaojidan”hezuo，tupoledanchangpoyi。

yeshicongcikaishi，gaofanyazhuzhibodaihuo。congkuaishoudaotaobao，zaidaodouyin，keyishuogaofanheguoqujiniankuaisujueqidexinxiaofeiyiyang，banengtoudexinqudaoquantouleyibian。

ciwai，gaofanbuduankuodapinpaili，jinxingpinpaishengji，zaizuijindeliangnianlicongwanghonghezuozhuanbianweimingxingdaiyan。2022nian，gaofanqinglaizhangbozhidaiyan，2024nian，yangmichengweigaofandequanqiudaiyanren。

第三是差异化。

zhengruzhongduoxinxiaofeipinpai，zhisuoyishoudaohenduonianqingrenzhuipeng，jiushiyinweizaisheji、yongliaohuozhelinianshanghechuantongpinpaijinxinglequfen。

gaofanyezaiyuanliaohegongyishangjiangzulegushi。

biruyuanliaoshang，jubaodao，“gaofanweilezhaodaogaopinzhierong，zouguo19geguojia300duogechengshi，bianfangquanqiuyuanliao。jingguobuxienuli，“feitianerong”chengweigaofandehexinjingzhengli。”“yizhichengnianbaiemeinianzhinengchanchu30keerong，qiexuyaotongguoshougongcaiji”。

3、新消费的通病，高梵也有

gaofandejueqi，heguoqujinianjueqidexinxiaofeiyoutaiduodexiangsizhichu。dantongshi，jiuxiangshizhongduoxinxiaofeiluxuxingqiyouyouyipidaoxia，henduoxinxiaofeizaichanpinshangqishicunzaiwenti。

首先是价格。

jinguangaofanpingjie“gaozhijiabi”dedingweixiyinledaliangzhongchanjiecengxiaofeizhe，danzaigaoduanyurongfushichang，pinpaideyijiakongjianrengranyouxian。yuguojishechipinpairumoncler、jianadaexiangbi，gaofandepinpaibeishuhelishijidianxiangduiboruo。

gaofanbeichengzuoshizongcaixuanze，zishenyebuduanpinpaishengji，xiangzhegaoduanheshehuakaolong，dananzhaomuqiangaofandejiaweiyiranshipingti。

lingwai，gaofandepinzhiyebuduanchuwenti，zheihezishendegaoduandingweibufu。

jinguangaofanzaiyurongfudesheji、caizhihejishufangmiantourujuda，danbufenxiaofeizhefankuiqiheijinxiliecunzaipaorong、mianliaoyiposundengwenti，zheixiezhiliangwentibujinyingxianglexiaofeizhedegoumaitiyan，yeduipinpaidegaoduanxingxiangzaochengleweixie。

jushidaizhoubaobaodao，gaofanzaodaobushaoxiaofeizhedezhiyi。“huale1399yuanzaiweipinhuimaileyijiangaofanheijin3.0yurongfu，chuanle4tiankaishipaorong、buguangzouxianchupaorong、mianliaopingzhengchuyeyouzuanrongxianxiang。”yimingxiaofeizhexiangshidaizhoubaojizhebiaoshi。

jubaodao，haiyouxiaofeizhesuomaidegaofanerongfu，jinyigeyuesuowentucengjiudiaole，er“suowentuceng”shigaofanerongfudexuanchuanmaidianzhiyi。

“1980yuanmaidejineng3.0，maihoubudaoyigeyue，neilisuowentucengjiudiaole，lianxikefuzhipeichang50yuan，zuihoutaobaokefujieru，caichenggongtuihuo。”ciwai，heimaotousupingtaixianshi，jiezhi12yue8ri，guanyugaofandetousulianggaoda518tiao，qizhongyoubushaotousuzhixiang“paorong、lourong、mianliaosuoshui”。

zaixiaohongshushang，yixiexiaofeizhezaigoumaihoufanyingyurongfucunzaituorong、mianliaocuirongyiposundengxianxiang，zheixiezhilianghefuwushangdewenti，youqishizaizhonggaoduanxiaofeizhequntizhong，duiyugaofanxiangyaozhanwenguoneigaoduandoushiyigetiaozhan。

guoqujinian，xinxiaofeipinpaizaifazhandehouqiyinweijishu、pinzhi、xingjiabidengduofangmiandeyinsubuduanfanche，zheifeichangzhidegaofanjingti。

biruzaiguochanmeizhuanglingyuliyizhiyiguohuozijudehuaxizi，zaiduocijiageshangzhanghoudaozhixiaofeizherenweikejiabiguojidapaihaiyaogui，zheizhongxiaofeizheduandezhiyiwuyijipinpaidailailesunshi。

lingwaiyigehaochengxuegaojiedeaimashidezhongxuegao，yezuizhongyinweijiageguogaozaiqunianxiatianhongrandaota。

qishi，dangxiadexiaofeihuanjinggaoduanshangpinhebaipaidoubuqueshichang，fanershixingjiabibuzudezhongduanchanpinmianlinzhexiaofeilibuzu，xiaofeizherenkeganbugoudechangmian。

zheiduiyugaofanlaishuo，yexuyaojingti。