wen | kuaidaocaijing zhumo

niyuanyihuajiqianyuanqushuiyijuema？

jinduanshijian，yizhongmingjiao“botiliaoyu”decuimianfangshiqiaoranzouhong。suoweisongboliaoyu，jiushitangzaiyigeanjingdekongjian，tingbotiqiaojifachushengxiang，ganshoubotizhendong，congerdadaozhumian、fangsongshenxindexiaoguo。

suiranwangshangduiyusongboliaoyudeyuanlijieshiwuhuabamen，danjiuqibenzhi，haishi“qiaowanfasheng”。tongguoqiaobutongdaxiaohehecaizhide“wan”，dachugaopinshenglaiyinqishentidegongzhen，erzheijushuoshixiandainengliangxuedelingli。

kebiexiaokanzheiyangyichangsongbo，sanyamoumingxianggongzuoshituichudesongboliaoyukecheng，yixiaoshikaijia3980yuan，zhaoyangmaidefengshengshuiqi。duicihenduowangyoujinghu：kexifahaishengcuoleshidai，ruguoshixianzai，boyiqiao，fahaoyinian，yidinghuizhuandepenmanboman。

diaokanguidiaokan，shishishang，buzhishisongbo，congfangliao、yinliaodaomingxiang，congshanxiu、lvxiudaopigu，pangdadejiaolvrenqungongtongcuishengchuqianyiliaoyushichang。zhengsuoweicunzaijiheli，renmenzaikuaicanhuadeshenghuozhong，bukebimiandihuichuxianhuodahuoxiaodexinliwenti，zhongguokexueyuanxinliyanjiusuodeyixiangdiaochaxianshi，jihumei7gerenlijiuyou1gerenhuanyoujiaolv。

juquanqiujiankangyanjiusuo（gwi）2023niandebaogaoxianshi，muqianzhongguode“jingshenkangyang”shichangguimoyuewei1399yiyuan，yujidaomingnian，nianfuhezengzhanglvjiangdadao34.5%，erquanqiudeliaoyujingjizai2025nianyouwangdadao7wanyimeiyuan，yueherenminbi50wanyiyuan。

cong2023nianqi，liaoyuleixiangmuzaimeituanpingtaishangkuaisuxinzeng，dangqian，meiyuepingjunyou1000duogexingongjishangxianmeituan，“liaoyu+spa”gongjizhanbida70%yishang；zaixiaohongshu，shuruguanjianci“liaoyu”，xiangguantieziduodajiwanpian；zaidouyinshang，youguan“liaoyu”dehuatileijibofangliangchaoguo30yici。

图/抖音

liaoyujingjiyouciyinglaijingpenshifazhan，shenzhixingchengleyigebaolishichang。daliangdeliaoyuleikechenghehuodongcengchubuqiong，mouxiekechengshenzhijiandandaozhixushenzhan、mingxianghejiaoliusanbufen，feiyongjiuzaiwanyuanyishang，zheiyangdeliaoyuhuodongyichangkeyijujishubairen，dailaishubaiwandeshouru。

liyiqudongxia，gainianluanfei、wudaoqizhaxiaofeizhedenggeleiluanxianglvjinbuzhi。xuduoliaoyukechengdedaoshigenbenmeiyourenheyixuehuoxinlixuebeijing，henduoliaoyuchanpinmaichuletianjia，haihuitongguoxinlianshirangxiaofeizheburufuzhaishenyuan。

zai“wanwujiekeliaoyu”defengqixia，liaoyuzaoyibufu“xinlingzhiyu”dechuzhong，bianchenglequanqiandejuejiagongju。

01 陷入焦虑的都市人，撑起一个暴利行业

“liaoyu”qishibingbushiyigexingainian，tadejueqiyefeiouran，ershiyouzheshenkedeshidaibeijing。

zaimeiguo，1980niandairenjungdpdadao1.4wanmeiyuan，wuzhimanzudailaikongqiandejingshenxuqiu，rangmingxianghexinlizixunjinrudazhongshenghuo，chengweiyizhongfengchao。

zuichuquandemoguoyu1982niandeguigu，27suideqiaobusirangzhumingsheyingshianna·wokeerpaisheleyizhangzhaopian，zhaopianzhongqiaobusiduanzuozaikongdangdefangjianzhong，yishouwozhechazhan，zhenggerenjinrudaomingxiangzhuangtai。fangjianchuanwen，iphonezhengshiqiaobusizaishanxiuzhishihuodedelinggan，youyangxueyang，dangshideguigujingyingmenfenfentongguomingxianglaihuanjiegongzuoyali。

suihoudejishinianli，yimingxiangweidaibiaodeshenxinliaoyuchanyezaioumeiguojiajinglilebaofashidefazhan，chulemingxiang，haibaokuoganguanliaoyu、lvyouliaoyu、yishuliaoyudeng，geshigeyangdeliaoyufangshiyanhualiaoluan，feisuzhuangda。

errujindezhongguo，yezhengmianlinzheleisideqingkuang。suizhejingjidegaosufazhan，guorendeshengmingketicong“ruheshengcun”zhujianguodudao“ruhexingfu”，raner，shehuineijuanjingzhengdejiaju，daozhirenmendeqingxuwentiyufatuxian，yiyuzheng、jiaolvzhengdenghuanbinglvburongxiaoqu。

ju《2023nianduzhongguojingshenxinlijiankang》lanpishuxianshi，woguoyiyouyiyuzhengrenqunshulianggaoda9500wanren，qizhong，18suiyixiachao2800wanren，zhanzongshude30.28%，shanghai、jiangsu、hubei、henan、shanxi、shandongliushengdeyiyuhuanbinglvdouchao10%。

zhichangdeshengcundouzheng、qingganguanxizhongdekundunzhengzhayijiduiweilaidemimangfanghuang，rangshenghuodeduozhongyalilongzhaochengkanbujiandedawang，erliaoyujiuchenglehuanjieneixinjiaolvde“chukou”。

zaizheiyangdebeijingxia，renmenduiliaoyudexuqiuriyiwangsheng，yushizhongguochuxianlehemeiguoleisideqingkuang。xuqiuqiangliedangongjibuzu，dangyigeshichangchuyuzheiyangdezhuangtai，jiushisuoweidehongliqi，erliaoyuchanyedeteshuxing，youjuedingledabufendechanpinxingtaishitiyanxingdefuwu，zheizhongdianxingdeqingzichanmoshi，zhudingtashigebaolishengyi。

jiurukaitoutidaodebosongliaoyu，kedanjiadidejibaiyuan，gaodekeyidadaojiwanshenzhijishiwanyuan/ren，yijiaxianxiasongboyinliaotuandui，zhixumeiyuejubanjichangbairenyishangdehuodong，shourujiunengtupoqianwanji。

budanruci，youyusongbode“menjiandi”，jiebiandemeirongdian、xiyuzhongxin、zuliaoguan、yujiaguandounengsuishisuidikaigaoyibo，suoyisongboliaoyuxunsuhuobianquanguo。

jinjinshiyigesongbo，ziranmanzubulepengbodexuqiu。kanzhunzheidian，liaoyushichangkaishigezhonggainianhengfei，zhiyouxiangbudaodemoshi，meiyouzhaobudaodewanfa。

02 疗愈成为圈钱工具，各种乱象愈演愈烈

congqiweirushoudefangxiangliaoyu、conghuihuarushoudemantuoluoliaoyu、congshuijingrushoudeshuijingzhenliaoyu、congzhitidongzuorushoudewudaoliaoyu、conglvyourushoudelvyouliaoyu......guanyu“liaoyu”dexingshiwuhuabamen，yingyoujinyou。

raner，hezhongduoxinshengshiwuyiyang，liaoyushichangzaikuaisufazhandetongshi，yecuishenglebushaodazhe“liaoyu”dehuangzi，xinao、wudao、qizhaxiaofeizhedeluanxiang，shenzhifazhandaogengeliedezhapianliancai。

youyu“liaoyu”zheizhonggainianmeiyoukechadedingyi、xuepai，zheiyiweizhetabubizunxunrenhekexueyanjindexueshutixi，buyaoqiurenhezhuanyedecongyezizhi，zaiquefazhunrumenjianhejishubiaozhundebeijingxia，daozhiliaoyujigoufuwushuipingcanchabuqi，henduoliaoyushigengshi“tuyouqibiao”。

guoneisuoweideliaoyushipeixunkechengzhouqitongchangzai3dao7tian，xianxiakechengjiagecong5000～30000yuanbudeng，genjulanjingjizhedediaochabaodao，duoweiliaoyugongzuoshigongzuorenyuanbiaoshi，jinxuyaoyigezhouqidepeixunjiukeyi“chushi”。

jieyehuibanfazigerenzhengzhengshu，zheixiezhengshudelaiyuanyoushengjijigou，yeyoudingzhe“zhongguoxxx”mingzidejigou，haiyoumeiguoguojizhuanyerencairenzhengxiehuidengkanqilaigaodashangdehaiwaijigou，zhiyaoqiandaowei，neizhongzhengdoukeyizuo。

zaixiaohongshushang，liaoyushiyiyuechengweixiaozhongzhiyejuejindedianfan，zhiyeqianjingmiaoshucong“yueru3w”dao“yuerubaiwan”dedouyou，duiyubushaoliaoyugongzuoshieryan，“liaoyushipeixun”yechengle“bianxian”dezhongyaoshouduan。

dangran，biqizhiyepeixun，zhenzhengdedatouhaishilaizizhenduiwuhusihaixueyuande“liaoyuxunlianying”。sanyamougeyishenxinlingzhiyuweizhutidexunlianying，xueyuanjibairen，zhuyaojiangshilaizitaiwan，jiangshiyaoqiuxueyuansantianneibuxujinshi，yijinghuashenxin，feiyongmeiren1wanyuan，haibubaokuohouxudezixunfei，zheiyiweizhezuzhituanduizaiduanduansantianneizhishaozhuanlehaojibaiwan。

zaiqitaxingye，wangwangdoushiyiliaoxiaoshuohua，danzailiaoyuxingyequeshi“buxinliaoxiaoxinganjue”，zaidangshifenweidehongtuoxia，henduorenhuibuzijuedibei“xinao”，zheiyoujilehenduoyumuhunzhudebufafenzikechengzhiji。

kanduodianying《zhouchuchusanhai》deren，xiangbihuijideneiweibeifengwei“zunzhe”delingxiutouzi，yibiandairennatengtiaochoudaxueyuan，yibianyongyanyuduiqijinxingpuadechangmian，pizhedaaidewaiyi，gandequanshibufazhishi。

wuduyouou，2022nian，shamenjingfangjiucuihuileyigedazhe“linghunsuzao”huangzidefanzuijituan，tuanshoudenghaipengzai“shouke”qijianbujinpiancaipianse，haidanwulehenduorendebingqing，dengxueyuanyishidaobeihuyou，xiangquzhengguiyiyuanzhiliaoshiyijinglaibujile，zuizhongdenghaipenghuoxing17nian6geyue，fajin810wanyuan。

2023nian，yigemingwei“huogewocifanxueguifufenxiao”deliaoyushequnbeimeitixiangjibaodao，yinfajudayulunzhengyi。

gaishequnhaozhaocaifushiliudongqieyounengliangde，huadeqianyueduo，nengliangyuegao。zaizheitaolilunzhidaoxia，shequnlidexueyuanmeitianbutingdimaimaimai，bukanjiage，buyongyouhuiquan，wuxingjijiudian、haohuacanting、mingpaibaochenglerichangbiaopei，bushaorentouzhiwancunkuanhou，kaishijiegaoedaikuan，yizhiyufuzhaibaiwan，danqingxuwentifeidanmeinengdedaoshujie，faneryuelaiyueyanzhong。

受害者现身说法 图/抖音

xisijikongdeshi，zheizhishiliaoyushichangluanxiangdebingshanyijiao。

03 疗愈产品趁势敛财，世上并无“救世主”

chulezhijietigongliaoyufuwu，liaoyulingyidazhongyaodeshengcaishouduan，zaiyu“liaoyu+”xiliechanpin。

yizhangchajifengmingxiangzhuanyongdian，keyimaidao2280yuan；yibenyonglai“qinglinengliang”deganenrijiben，keyimaidao51yuan；yigeyinyou“lingjixianqinglishuibei”demakebei，keyimaidao121yuan......jinguanzheixiedongxidejinhuojiakenengzhiyaojikuaiqian，danzhiyaotieshangliaoyubiaoqianjiunengshenjiafeizhang，jiageshunlichengzhangdifanshangshijibei。

biqirujinmaideruhuorutudesongboboti，yishanghaishi“xiaowujiandawu”。zaidianshangpingtaishangjinxingsousuo，botidejiagequxiancong17yuanyanshendaochao10wanyuan，shuijingbokenengzhixu99yuan，danniboerchunshougonggudonglaobozezhishaowanyuanqibu。

图/淘宝

gengqipadehaizaihoutou。zaimouweiwanghongliaoyushidebaojiazhong，yikuanmingwei“zhuanyunlazhu”deliaoyuchanpinshoujiagaoda8888yuan，shengjibanzechaoguowanyuan，bingqie，zheigelazhushibuhuiyoujichulaide，zhishiyouliaoyushibangmangdaidian，lianshiwudounabudao。

pianpianjiushizheiyangyigetingqilailipudeliaoyumoshi，querengranrangrenquzhiruowu。shenzhiyouwangyouweilehebanlvfuhe，qianqianhouhoujiliaoyushizhifule20wanyuan（zuihouhaishimeishenmexiaoguo）。

liaoyushichangde“luan”，yijingbujinjinjuxianyufeifajiduananli，haibaokuoluanzaogainian、luanshoufei，yijiluanda“liaoyupai”，zhizaogezhongxuetouchanpinhefuwudeng。

zixiguanchaxiazheixie“liaoyu”chanpin，jiunengfaxianqihexinyunyingmoshi：daduoshiyituogulaodexueshuo，ruzhongguogudaidewuxingnengliangshuoyijixifangjiuyuandeshenmizhuyisixiang，yaomezichuangxinqiyuansu，biruyandeng、songbo、tongluo、mofashuijingdeng，yaomejingxinbaozhuangyixiesuoweide“dashi”huo“zhuanjia”laibeishu，yicizengqianggongxinli。

fazhandaoxianzai，danfannengfachushengyinde，doubeiguanyishengyinliaoyuzhiming；danfannenggousanfaqiweide，doubeiguanyifangxiangliaoyuzhiming，gainianchaozuowuchubuzai。

erzheixie“gejiucai”dexingweizhisuoyinenggoudecheng，genyuanzaiyu“zhuiqiujiandandedaan”shirenleidetianxing。jugelizi，dangxinlizixunzaichangshiwenweishenme、zaicongzishenzhaodaandeshihou，liaoyujiejueqingxuwentidexiaolvshirucizhikuai，tabuguanxinyinguo，quenengjidangxiawentiyigechukou，jiandancubao，yinrenrusheng。

zuizhongyaodeshi，zheigexingyede“wanghonghua”chaoliu，jiashangshejiaomeitipingtaidezhutui，fangdale“liaoyu”defugaimian，rangrenchanshengfeilixingdechenmi，yushirenmenbuzaizhiyilujing，ershifenfengenfengfufei。

zhishi，zheizhongchuchuchongchishangyehuakaoliangde“liaoyu”fangshi，benjiuchuxinbuchun，haobiwenshuixiaoying，pianmiandeanweizhinengdailaibiaomiandeanning，quenanyishenruchujiqingxuwentidehexin，zhenzhenggenzhitongku。

要知道，世上从来没有所谓的“救世主”，除了自己。

参考资料：

1.蓝鲸新闻《3980元/小时听别人敲碗，新中产为“颂钵疗愈”买单》

2.华商韬略《焦虑的中产，养活一个暴利行业》

3.观潮新消费《年轻人的苦，撑起万亿疗愈生意》