作者：阿离

nihaijide，shangciququchenshishishenmeshihouma？

zheigewenti，kongpahenduonianqingrendoujibutaiqingle。quchenshi，zuoweicengfengmiyishidemeizhuangjihedian，shibushaodaxuesheng、gangruzhichangdexiaobailingzhoumoguangshangchangchangqudecaigou“jidi”。

danrujin，ruguoniqushangchang，huifaxiancengjingxuyaopaizhangduijiezhangdequchenshi，dianneigukelinglingxingxing，heqitamendianxiangbihailvexianjiliao。

quchenshifengguangbuzai，zheikenengbingbushiwomendecuojue。

曾经的零售业王者，如今后劲不足了

1989 nian，quchenshizaibeijingkaichuneidishoujiamendian，2005 niankaichudi 100 jiamendian，6 nianhoukaichudi 1000 jiamendian，rujinquchenshiyijingbianbuleneidijin 500 gechengshi，mendianshuliangchaoguo 4000 jia  [1]。

zuoweizhongguozuidademeizhuangrihualiansuopinpai，quchenshicengyilugaogemengjin，haiyidubeiyuweishangchangde“liuliangshougeji”——shangchangzhiyaoruzhulequchenshi，jiubuchoumeiyoukeliuliang [2]。

nadousuoshuixizhitiansimianmo、limei bb shuang……zheixiechanpinyecengzainianqingrenzhongshifenliuxing。

shuozheiweichuantonglingshoushangbiaogan“buxing”，yaocong 2016 niankaishi。

zaizheiyinian，quchenshizaizhongguodeyingyeshouyiwei 209.14 yigangyuan，shoucichuxianyejixiadie。yonglaihengliangqiyezhuyingyewuchanshengxianjinliudenenglide ebitda，jishuixizhejiujitanxiaoqianlirun，yexiajiangle 4.21%。

jiexialaijinian，dangquchenshizaiquanqiushichangde ebitda zengsujingliniufuweizhengshi，zhongguoshichangquekaishichuxianzengshoubuzenglideqingkuang，ebitda zengsurengzaibodongzhongweimibuzhen，quyuxiahua，zaimeichaoguo 2015 niandeyinglishuiping。

2020 nian，lingshouxingyedoubuhaoguo，zhangqiyizhongxianxiamendianxiaoshoudequchenshiyeshenshouyiqingdaji。jishixiabannian，quchenshizaiquanqiushichangkaishihuifuyuanqi，ebitda tongbizengsuzhuanzhengshi，zhongguoshichangquerengzaijinglixiadie。

zhidao 2021 nianshangbannian，quchenshizaizhongguoshichangde ebitda tongbizengsuda 66.8% ，caiyouledianchudifandandejixiang，danzheibohuixue，yerengweifusudaoyiqingqiandeshuiping。

yejipiruandeyuanyinhenjiandan——quchenshi，maibudongle。

zailingshouxingye，tongdianxiaoshoueshigezhongyaodezhibiao，yonglaihengliangyikaimendianxiaoshouzengzhangqingkuang。2015 nian，quchenshitongdianxiaoshouetongbixiajiang 5.1%，binglianxusiniandoushifuzengzhang。

zhengshizheijinian，quchenshizuisuidedaogoubeidaliangtucao。henduocengzoujinquchenshimendianderen，douyouguozheiyangbei“reqingzhaodai”dejiyi：zuilibutingdecuxiaoxinxi、tuixiaobanka、qiangtuiziyoupinpai……

ruguozaishejiaopingtaisousuo“quchenshi”，keyikandaozhuru“quchenshishiruherangxiaofeizheyishengheide？”“beiquchenshidaogouhuyoushiyizhongzenyangdetiyan？”dehuatiyijingshouhuolejiqiantiaohuida。

kanlaizheiyangreqingdedaogou，bingmeiyoubaquchenshidechanpinmaichuqu。

2019 nian，quchenshitongdianxiaoshouexiaohuisheng，tongbizengfu 2%，danyoujinjiezhepengshangyiqingzaoyuzhongchuang。suizheyiqingwending，2021 nianshangbannianquchenshitongdianxiaoshouetongbizengzhang 17.8%，yejiyousuofusu。

buguozhengtilaikan，quchenshihaishinanyanjingyingtuishi ，zheiyiweizhe，quchenshiyikaoyikaichudemendianlaihuodeyejizengzhangbiandeyuelaiyuenan。

cengjingtaokongbushaoxueshengdang、doushilirenyaobaodequchenshi，zaizhongguoqueshiyouxiehoujingbuzule。

错过电商，对品牌又不再有“议价权”

suirankaolaodianyijingmaibudong，danquchenshiyijiuzaifengkuangkaixindian。

genjuquchenshimugongsizhangjianghejidegongkaicaibao，2016 zhi 2019 nian，zhongguoqumendianshucong 2929 jiazengzhangwei 3947 jia，jihuyitiankaiyidian。2019 nianhou，quchenshizaizhongguodemendiankuozhangsuduyousuofanghuan，danyeyijiuyaodayuquanqiumendiankuozhangsudu。

xiangyaobuduanzengjiadianmianshuliang、xiachenshichang，tongguoguimoxiaoyinglaishixianzengzhang，danquchenshiyoucuoshiledianshanghongli。quchenshiyejichuxiantingzhideshijianduan，zhongguohuazhuangpinxingyededianshangshidaiyijinglailin。

zaishiduonianqian，womenxiangyaomaihuazhuangpin，daduozhinengquwoerma、darunfadengchaoshimaichang，huozheshangchanglidebaihuozhuanju。

eryiquchenshiweidaibiaodehuazhuangpinzhuanyingdian，“bibaihuozhuanjugengpingmin，bichaoshigengzhuanye”，chengbaolebushaorendemeizhuangqimeng，neishi，zaimeijiaquchenshidedianli，doukeyizhaodaofanghanfengde“limei”。

danshirujin，womenyijinghenshaocongbaihuozhuanju、chaoshimaichanggoumaihuazhuangpin，quchenshiyebuzaishigexing、chaoliudedaimingci。

2009 - 2019 nian，baihuozhuanjuhechaoshimaichangzaizhongguohuazhuangpinshichangdezongjifenecong 65% xiajiangdaole 34.4%，huazhuangpinzhuanyingdianqudaofenesuiranmeiyouxiajiang，danyijingzhuibushangdianshangdejueqisudu。dianshang，zhanjuleguoneihuazhuangpinshichangdezuidafene [3]。

xianran，biqidaogou，womengengxiangxinzaizhibojianweiwomenshisedelijiaqi。

dandianyingshouzaixiajiang，dianshangqiangshiqiangzhankeyuan，cishi，quchenshihaiyouyigebeigoubingyijiudewenti——niuqudelinggongguanxi。

quchenshiluchushuaiweidezheiwunian，yipiguohuocaizhuangmeizhuangchanpinjiezhedianshangheshejiaomeitidejueqi，nianqingrendehuazhuangbaoliyuelaiyuechangjianhuaxizi、wanmeiriji、juduodengpinpaidemeizhuangdanpin。

danzheixiexinxingguohuopinpairuoxiangjinzhuquchenshi，zebudebuxianjieshouqidaixiaomoshi——jiyaozhifugaoangderuzhufei，youyaorenshougaodayue 35% dekoudianhezhangda 3 geyuedezhangqi [4]。

huanjuhuashuo，jiarupinpaifanggonghuojiquchenshishoumaiyikuanbiaojia 100 yuandemeizhuangpinshi，meimaichuyijianbujinkenengyaobeituoqian 3 geyuecainengnadaohuikuan，erqiehaiyaobeiquchenshinaqu 35 yuandechoucheng。

xinyipimeizhuangjihedianpubianyougengyouhaodezhangqihezhekoutiaokuan，qiewangwangcaiqumaiduanmoshi，yingkuibubiyoupinpaifangchengdanershiyoujihedianchengdan。

duiyuxianjinliushilishangqieboruodexinshengpinpaieryan，quchenshibingbushiyigehenhaodexuanze。kuangqie，rujinyebuzaishixianxiaqudaoweiwangdeshidai，dianshangcaishitamendezhuzhanchang，quchenshiyijiaquanzaoyiburuyiqian。

不逛屈臣氏的年轻人，都跑这里去了

suiranzhongguohuazhuangpinpinpaidezhuyaolingshouqudaoyijingbianchengledianshang，danhuazhuangpinzhuanmaidianyijiuzhanlejiangjin 20% defene。

yejiushishuo，bingbushimeirenquxianxiameizhuangdianle，ershineixiebuguangquchenshideren，paodaolebiededifang——xinshimeizhuangjihedian。

gengnengmanzunianqingrenpaizhaodakashishangdemendiansheji、kaifangshimiandaraodezizhugouwutiyan、gengjiaduoyangdepinpaixuanze、zaimoushushangbuduandazaochaoliubaokuan……yidiaoseshi、wow colour weidaibiaodexinshimeizhuangjihedian，gengxiyinnianqingren。

diaoseshimugongsi kk jituandezhaogushuxianshi，2019 niancaikaishiyingyedediaoseshi，yijingrende 2887.5% deshangpinjiaoyizongefuhenianzengzhanglv，zaiduanduanliangnianjianxunsujueqi，shichangfenejinciyuquchenshihesifulan。

sifulanyeshichuantongmeizhuangjihediandedaibiao，zhibuguobutongyuquchenshizhudadijia，sifulanzoudeshigaoduanluxian。jinsannian，sifulansannianneideshangpinjiaoyizongefuhenianzengzhanglvjinyou 1.8% ，erquchenshizhijiefuzengzhang。

zheicongmendiankeliuliangjiukandechulai。

juairuizixunxianxiadiaoyan，mouxinshimeizhuangjihedianmendian 2021 nianrijunkeliuliangwei 750 renci，ermouchuantongmeizhuangjihedianmendianjinwei 480 renci [5]。

jinsannian，xinshimeizhuangjihedianderongzijinegaodashushiyiyuan [5]，zaizibenjiachixia，xinshimeizhuangjihedianmendianshubaozhang。

mingchuangyoupinqixiade wow colour ，tongguojiamengzhibiandikaihua，yinianjiukaichu 300 jiadian [6]；diaoseshi 2019 nianlvxiankaichu 7 jiadian，dao 2021 nianshangbannianyidadao 240 jiadian [7]。

yaozhidao，quchenshidangchuzuzuyongle 16 niancaizaineidikaichu 100 jiadian。

diankaiderenao，qianzhuandeyehonghuo。2021 nianshangbannian，diaoseshiyingshouda 4.61 yiyuan，jinyongbannianshijianjiuchaoguole 2020 nianquannian 4.4 yiyuandezongyingshou，tongbizengzhang 374% ，chengwei kk jituanyingshougongxianlvdierdepinpai。

2018 nianzhi 2020 nianjian，kk jituanjinglirunhaiweifu，dandiaoseshishizhongyouyingli。

mianduineiyouwaikun，quchenshibingbushimeiyounuliguo。

2017 nian，quchenshihuanshuai，gaohongdajierenzhongguoqu ceo，kaishitigong“mendianziti”ji“shandiansong”，shangxianyundianxiaochengxudeng。dan 2020 nian，12 yideyundianyingyeehaibudaoquchenshizhongguoyingshouzongede 10% [8]。

zaixinshimeizhuangjihediandeweigongxia，quchenshiyeduimendianjinxinggaizaoshengji，yejinlijianshaoguoqubeirengoubingde“tieshenshi”xiaoshou，tuichu“jingjingfuwuyue”huodong，shengchengyaoweiguketigongbudarao、qiaruqifendegouwukongjian。

2021 nian 2 yue 28 ri，quchenshiguanxuanqianyuecaixukunweipinpaidaiyanren。ciwai，quchenshihaituichuleguanggaoge《reai 105°c deni》。

zhibuguo，gehuobianlequanwang，quehaiyouhenduorenbingbuzhidaozheishiquchenshizhengliushuiyingxiaodeguanggaoge。

参考文献：

[1] gongsijianjie. retrieved 5 january 2022, from //2022.yingjiesheng.com/watsons/

[2] heyi. (2020). quchenshidejiebanren. retrieved 4 january 2022, from //mp.weixin.qq.com/s/-eilyxa3ipmgzghx0phb1q

[3] zhongyinzhengquan. (2021). huazhuangpinyimeixingye2022nianducelve.

[4] wurong. (2019). ruohuaguohuozhugongjinkoupin quchenshinengfouzouchu"pinpailaohua"kunjing. zhongguojingyingwang. retrieved 3 january 2022, from //finance.sina.com.cn/roll/2019-01-01/doc-ihqhqcis2123817.shtml

[5] airuizixun. (2021). 2021 nianzhongguomeizhuangjihedianxingyeyanjiubaogao.

[6] wurongwr. (2021). kaiyijiameizhuangjihedian，shejiyuchenliezuoduizheixienengrangpingxiaobaozhang. jiemianxinwen. retrieved 3 january 2022, from //t.zhhhy.fun/article/5859636.html

[7] kk technology company holdings limited. (2021). kkjituanzhaogushuomingshu.

[8] zhangjianghejishiyeyouxiangongsi. (2021). 2020quannianyejibaogao.