wen｜jiediancaijing bazhen 

“wozhidaowodeguanggaofeiyouyibanlangfeile，wentishiwobuzhidaonayibanbeilangfeile”。 

meiguobaihuogongsizhifuyuehan·wonameikedezheijumingyan，yizhenjianxuedidianchuleguanggaoxiaoguodebukeyucexing，chuozhonglesuoyoushangjiayingxiaoshidexinzhongzhitong。

erzai2024，zheigebilikenengyaogenggao。

jinru12yue，nianguanqujin，nianweiyunong。zheiyiweizhe，yuedingsuchengdecugoujiedian——“nianhuojie”youdaole，tongshiyejiangduilainiande“dafengshou”qidaozhongyaodianjizuoyong。

dianshangpingtaideshujuxianshi，meinianchunjieqiandeyigebanyuedaolianggeyuezuoyou，weiraozhetangguo、jiushui、lihedengguanjianci，xiangguandeyonghutaolun、sousuo、liulandengneirong，douhuidafubiaozhang，dadaoyinianzhongdefengzhi。

danduishangjialaishuo，liuliangyuelaiyuegui、zengliangyuelaiyuenanxun、pinxiaoyuelaiyuenanliangquan，yijiyanhualiaoluandegongju，jijiangkaiqide“nianhuojie”detoufang，zhudingbiyiqiandounan。

01 不投放死，投放也死？

“butoufangsi，toufangyesi”，zheishidangqiandaduoshushangjiadekunjing。

limeihua（huaming）dalizheyijiaxianshangtongzhuangdian，tagaosu《jiediancaijing》，zuoweixinxingdedianshangpingtai，douyinhekuaishouzaiqianliangnianhaiyoubuyaoqiandeziranliuliangkehao，“dancongquniankaishi，wanquanmeiyoule，（liuliang）jibenshangdouyaozitaoyaobao，jiaqianyeyinianbiyiniangao 。”

“mianfeidewucan”xiaoshihou，shangjiazhinengxuanzeshaoqiantouliu。

suoweide“touliu”，shizhishangjiahuaqianxiangdianshangpingtaigoumailiuliang，yiranggengduoqianzaidexiaofeizhekandaoshangpin。

yilimeihuajingyingdepinpaiweili，qizaidianshangpingtaishangderoi（touzichanchubi）dagaiwei1:2，jimeifufei1wanyuantoufang，nengchuangzaoyue2wanyuanxiaoshoue。

dan1:2deroibudaibiaojiunengyouyingyu。chulegangxingdeliuliangzhichu，haiyaopaodiaochanpinbenqian、renyuangongzi、cangkuzujin、yunfeixiandeng，qiezheihaimeiba2wanyuanxiaoshouezhonggaogailvdetuikuantuihuoqingkuangsuanshang。

“womenganghesuanwannianchuzhijindezhang，yijingkuile300wanyuanzuoyou，zaiguanchayiduanshijian，ruguomeiyouhaozhuan，jiuzhunbeichetanle。”limeihuawunaidishuo。

yiyouyeneirenshitanyan，“chufeishiroinengdadao1:4debaopin，buranshangjiahennanzhuandaoqian。”

limeihuadezaoyubingfeigeli。jinnian5yue，“5jinguan”wangdian“shaonvkaila”turanshilian，beipuchutuoqian200duojiagongyingshangdehuokuan；tongyue，oulaiyaqixianyxcaizhuangpinpaijieshuletianmaohetaobaodianpudeyunying，bingzhuxiaoweixingongzhonghao、weibodengguanfangzhanghaodeng。

618qianxi，zhimingnvzhuang“luolamima”xuangaotingbobidian；9yue，zhangdayiguanbiyongyouqianwanfenside10nianlaodian“wuhuanxideyichu”……

canliedexianshi，junzhixiangyuelaiyueguideliuliang，qiyechengweiyadaoshangjiade“zuihouyigendaocao”，tebieshidaliangzhongxiaoshangjia。

chayuecaibaodenggongkaiziliao，2023nian，guoneizhuyaodianshangpingtaigongjitouruleyu3000yiyuanyingxiaofeiyong，qizhongdabufenzhixianglewaibuliulianghuoqu。    

huanhuanxiangkoudetixili，zheibiqianzhongjiuhuigongpingdijiaoyoumeigeshangjiamaidan，yerang“pinxiaojianshou”mubiaoyizailunwei“kouhai”。

ju《jiediancaijing》lejie，muqianshangjiazailiuliangshangdezhichujibenzhandaozongchengbende20~30%，yixiejiaoweijijindedianpu，weilechongxiaoliang，kenengyaobazheiyibilibagaodao50%、70%。

“luolamima”chuangshirenjiucengzhiyanbuhuidizhichu，zhunianpanzhangdetouliudanjiashiqiguanmendehexinyuanyin，“zheixienianliuliangchengbenfanle10bei。”

ranze，benzhe“shebudehaizitaobuzhelang”dexintai，dashoubitouliu，yebuyidingjiunengjianqishuihua。

meitibaodaoli，shangjiaxinxinmanmandishanglegexinpin，kailejishigeguanggaozu，shaodiaoledabaqian，jingyidianqisedoumeiyou，zhinengkuxiaozheshuo："woshaodebushiqian，shixinzhongdexiwanga！"

tingzhexinsuan，danzaineijuanliedujiajudedahuanjing，zheizhongxianxiangbingbushaojian。

02 去哪里寻找增量？    

“yiwangyifenqianduocipuguang，xianzaiyifenqianyicipuguang。”

liuliangyuelaiyueguideshencengciyuanyin，kongpashirijianehuade“sengduoroushao”jumian，xuqiuduanxinde“dangao”jihubeichiguang，dangongjiduanshangjiaguimopangda、shangpinjidafengfu。

zaoxieniankaidian、gaohuodongcuxiao、touliutuiguang，jiunenghuodedapidingdandehongliqiyijingjieshu，yaoxiangbuzhuoyouxiandeyonghu，jiuyaofuchugengdadaijia，yejuedingleliuliangfeiyongyizhangnanjiang。

zheishijiyouzheshechulingyigewenti，dianshangdapanyibijin“tianhuaban”。

jiezhi2024nian6yue，zhongguowangminrenshudadao11yi，hulianwangpujilvjiejin80%，chabuduoquanminshangwang。

huanyanzhi，kegongshangjiawajuedexiaofeiqiannengyijinghenshaole。

jutoumenduiqushidedongchagengzao，zi2021nianqi，alibianqiaoranchexialeneikuaixianshitaotianchengjiaoededianzidaping，cong“shuang11”chuangshizhijinyanxule11niandechuantongshoucibeifeiqi，gebidejingdongmoqidigensui。

2024nian“shuang11”，ali、jingdong、douyin、kuaishou、xiaohongshu……suoyouwanjiadoubuzaigongbuquanpingtai、quanzhouqidegmv，querdaizhidetiaozhongdian、jianliangdianshuo。    

biru，xiaohongshucheng，qianwanjishangjiashuliangweiquniantongqide5.4bei，danchangchengjiaoepoqianwandemaishoushuliangweiquniantongqide3.6bei，danchangpobaiwandedianboshuliangdaquniantongqide8.5bei；kuaishouqiangdiao，dacushourigmvpolishifengzhi，fanhuojiashangpinkagmvtongbijingzeng110%。

zhongxinzhengquanzaibaogaolixiedao，bansuilingshouxianshanghualvzengzhangfanghuan，yujidianshangdapanzhengtijinrupingwenzengzhangjieduan，dandangzhongrengcunjiegouxingjiyu。

heweijiegouxingjiyu？zhanweipingtaijiaodu，《jiediancaijing》renwei，echangdeshipinhaojiyuweixinshengtaiheqianqiduishangyehuadekezhi，huoshizhideshangjiarujudejihuidian。

2023nian，shipinhaomau（yuehuoyonghu）wei9yi，dau（rihuoyonghu）wei4.5yi，renjundanrishiyongshizhangwei54fenzhong，zhengjiasuzhuigandoukuai；daihuogmvxiangbi2022nianyou3beizengfu，dingdanliangdazhang244%+，shangbaoyoupengboshengji。

buguo，dangdichuideguoshiyijingzhaiwan，dianshangdapanquanmianzhuanxiangcunliangzhengduodebeijingxia，shipinhaodaodinengjishangjiadailaiduoshaoyouxiaozhuanhuahezengliangshouru，rengcunzaijiaodabuquedingxing。

“shipinhaokanzhehuo，danzhenshiqingkuangyiyannanjin。yonghuquntiliyinfazuguoduo，buhuiwanggouhuozhemangmuxiadan，fanerzishenghenduomafan，jiadashouhouyali。lingwai，dajiadoushiquanqudaomaihuo，taoxi、douyin、kuaishou、xiaohongshu，panzijiuzheimeda，yonghujiuneimeduo，duofangbijiahou，zheibianduoyidan，neibianjiushaoyidan，zuodoutaoyoudoude，zuizhongchengxiaoqishimeidachabie。”wanjushangjiachengexiang《jiediancaijing》toulu。

erzaijinqitengxunguanggaojubande 《yue“zao”fengnian——tengxunguanggao2025nianhuojiechangliaohui》zhong，piluqishipinhaoyouchaoguo60%deyonghuhuiyinweihaoyoudedianzan/fenxiangerchixuguankanneirong，68%yonghuzaikanwanshipinhaodianzanneironghou，huijinyibujinxingxiangguansousuo，yituchushipinhaodehuxuanzhongcaojiazhi。

danchengejuede，“zheibingbunengshuomingshenmeyoushi。”

zhideyitideshi，tengxunganggang（12yue18ri）qidongweixinxiaodian“songliwu”gongnenghuice。leisiyuweixinhongbaodetiyan，yunxuyonghuzaiweixinxiaodianzhongxuanzeshangpinbingsongjiweixinhaoyou。chuzhubao、jiaoyupeixunleimu，qieshangpinkuanshiyuanjiabudegaoyu1wanyuandeshangpinjiangmorenzhichiyijian“songliwu”。

03 品效兼收难上难？

zuijinjinian，yitidaoyingxiao，zuichangtingdaodeciyubianshi：dabao、pinxiaojianshou、jiangbenzengxiao……youqishichongmanxiangxianglide“pinxiaojianshou”，yibeidianshangpingtaifengweixiyinshangjiatoufangshideyizhiwaixuankoujing。

jiujinghewei“pinxiaojianshou”？jiandandishuo，jiyaopinpaishengliang，youyaochanpinxiaoliang。buguo，yudangshidangxia，biqijiyaoyouyao，shangjiagengkanzhongdehaishizhuanqian，neipashiweili。

weici，dianshangpingtaiyecaiquleyoudefangshide“liangshouzhua”cuoshi。

yifangmian，zhenjinbaiyindiyajiangchengbenduan。

7yuexiaxun，taotianxuanbuquxiaotianmaonianfei，gaiweishouqu0.6%jichuruanjianfuwufei，yibingyouhua“jintuikuan”tiaokuandeng，zhizaijianqingshangjiajingyingfudan；

8yuezhongxun，pinduoduode“baiyijianmianjihua”mijiluodi，xianhoutuichujianmianjishufuwufeihetuiguangfuwufei，xiadiaodianpujichubaozhengjin、shouhoushensubuxiancishudengyouhuicelve，bangzhujiangdishangjiaruzhumenjian；

8yuedi，jingdongshengjibande“chunxiaojihua”liangxiang，jujiaoqianyiliuliangfuchi、aijishutixiao、chaoqingzichanyunyingsandaweidu，yiji15xiangxinjucuo，xuanchengzhulishangjiatishengyunyingxiaolvhexiaoshoukuaisukuoda。

ergengzaozhiqiande5yuedi，douyinzhaokai“zhengcexinqi kaidianwuyou”xinshangxinzhengfabuhui，xiadiaobaozhengjindetongshituichu“yizhengkaiduodian”dexinlihao。

lingyifangmian，yikejilifuzhuguanggaochuangzuo，jiejuechuangyishengchengzhongdenanti。

congalimamadebailing、wanxiangtaidaotengxunguanggaodemiaowen、miaosideng，doushiyiaiweidicengluoji，zhudatuposucaipingjing，suoduanliucheng，xunsuxiangying，quanlianluzhuizongdengzhinenghuagongneng。

zheixiliecaozuoshifangchuyigegongtongdexinhao：dianshangpingtaikaishizhongshigongjiduandeyijian，zhibaidishuofashi，“weishangjiajianfu”。keyihandeshi，junweichujidaozuijianyingdebufen。

《jiediancaijing》huoxi，zaidianshangpingtaishengcun，shangjiazhuyaomianlinsanzuotouru“dashan”：kaidianfei、yongjin、liuliangtuiguangfei，qizhongliuliangtuiguangfeiyoushijueduidatou。

yitaotianweili，zongheduofangxinxi，jianyubaozhengjinhenianfeiyijingjianmian，shengyicanmouyewuchangshiyong，kaidianfei、gongjufeizhanbibuzu1%，baokuojichuruanjianfuwufei、jishufuwufei、yongjinzaineidepingtaifuwufeiyongzhanbiyue 5%-7%，shouhoujiwuliucangchufeiyongzhanbiyue 5%（butongxingyezhanbiyousuobutong）。

duibizhixia，liuliangtuiguangfeipubianzhanbi20~30%，shenzhi50%、70%，yichengweidaduoshushangjiade“bukechengshouzhizhong”，dianshangpingtaide“shanju”keweibeishuichexin。

jinnian5yue，wangming“fengzhongdechangzhang”zaiweiboshangfaleyiduangaozanwenzi：dianshangrenfanju，yiwuyiweimaijiapengyouqunianzaimoupingtaimaile2geyi，zuoriyongzahuo，maojinbeizizheizhong，wowentalirunduoshao，tashuo55wan。woshuonizheimaolilvyoudiandiya，tashuomaolilvshifude，tazhei55wanlirunshiyinweitadebaoguoliangda，mouyouxigongsizaitabaoguolisaiyouxika，saoyisaomianfeiwanyouxineizhong，kaozheigeyigeyuezhuanshijiwan，zaijiandiaomaihuodekuisun，lirun55wan。

duoweishangjiabiaoshi，“gaoangdeliuliangtuiguangfei，yijingyanzhongyasuoyinglikongjian，guoqujizijiliu20～40gediandelirundouhenchangjian，rujin3%gediandoushishewang。”

“nianhuojie”dezheibotoufang，shangjiazhudingzuoyouweinan。