wen|cbndataxiaofeizhan chenxi

2022nian7yuedi，yinweiyiqingbeidanwudeshanghai“wuwugouwujie”shanshanlaichi。

2022nian7yue30ri，shanghaishizhengfujubanfabuhui，disanjiewuwugouwujiejianggoujian“2+12+16+x”huodongkuangjia，jijubanqidongyishi、chengguofabuyishideng2gezhongyaoyishi、daxiang12gebiaoganhuodongip、tuichu16gequ“yiquyizhuti”huodongyijixchangtesezhutihuodong。

cong2020niandediyijiewuwugouwujiekaishi，shanghaishizhengfujiuzaijuexinjiangqidazaochengweishanghaidebiaogangouwujie，naizhiquanguodebiaogangouwujie。ruguoshuodiyijiewuwugouwujieraobukaideguanjiancishidianshangzhiboweidaibiaode“yungouwu”，tongguoxianshangliuliangyoushifanbuxianxiamaichang。neimedaoledisanjiewuwugouwujie，zuixindeyingxiaoguanjianciyijingbianchengle“5g、ar、yuanyuzhou”，shuzhiqudongxiaofeidexinshengtaideyizhanxian，xianxiaxiaofeideyetaiyegengjiaduoyuan。

zongguansanjiewuwugouwujiedekuangjia，yifangmianshishanghaiwuwugouwujienangkuodeneirong、zhutiheyingxiaoxingshiyuelaiyuefengfu，gequzaifahuizijiduyouyoushidejichushang，douzaijiasubuqiang，weiraogeleizhutijinxingbianjietuozhan。lingyifangmian，jiyuguoneiyiqingfanfusanniandeqingkuang，fangyanquanguo，chushanghaizhiwaideduogechengshidouzaituichugezidegouwujie、gouwuji，bangzhupinpai、shangjiahuifuhuoli，rangminzhongshouhui，yongxiaofeidaidongjingjifazhan。

diyicaijingshangyeshujuzhongxin（cbndata）jiangtongguopandianshanghaiwuwugouwujiedesannianhuodongyichengyijiqitayixiechengshidegouwujie、gouwuji，shituhuidayixiasangewenti：

jinnianwuwugouwujie，yidongfangweishiweidaibiaodedianshimeiticanyufangshiyoushenmexinbianhua？

zaidifangzhengfujubangouwujiezheijianshishang，younaxietongyongdefangfalun？

danggouwujieyuelaiyueda、yuelaiyuezhang，tayouleshenmexindeneihanhejiazhi？

电视媒体深度参与带货，五五购物节的渠道新变化

zhuisu2020niandediyijieshanghaiwuwugouwujie，bishidianshangzhibozhengzaifengkou。dongfangweishizhudaode5yue4riwan“quanqiudazhibo”xianchangchuxianleyixiepingtaitoubuzhubodeshenying，duoweitoubuzhubo、mingxingzhubodouzaigezidezhibojiananpaile“wuwugouwujie”dezhuanchang。ciwai，diyijiewuwugouwujiedekaiqishijianqiahaoyujuhuasuande“55wuzhetianshengdian”cuxiaohuodongxiangzhonghe，shuangjiediejiazhixiayedadashifangleguangdaminzhongdegoumaili。

ju“shanghaifabu”dexiaoxi，diyijiewuwugouwujiejiezhi5yue5ri14shi12fen——julizhengshikaiqibudao1tiandeshijian，shanghaidiquxiaofeizhifuzongeyichao100yiyuan。

daolejinniandedisanjiewuwugouwujie，dongfangweishizhudaode“quanqiudazhibo”jibendouzaiweiraoshanghaizhuti，wulunshibiaoyanneirong、jiemujiabin、daihuozhuti，dougengjubeishanghaibentutese，biruchuxibiaoyandeyoushanghaizhimingdecaihonghechangtuanyijishanghaideyinlejuyanyuandeng，chengxiandepinpaigushiyexuanzeleyi“zaozui”weitesedeshanghailaozihaoshipinshaowansheng、laopairuqiguangmingjituandeng。

图片来源：东方卫视公众号

zaizuiweihexindeshangpingoumaiqudaofangmian，wuwugouwujieyanxulewangniandemoshi，jixuyugedadianshangpingtaihezuo，biruzongbuweiyushanghaidepinduoduoshangxianlewuwugouwujiezhuanqu。zaitaobao，wuwugouwujieyujuhuasuanhezuotuichuzhuanqu，youfenweishanghailaozihao、shanghaixinpinpai、shanghaimeizhuang、shanghaiweidaodengduogebutongmokuai。hema、dingdongmaicai、meituandengshengxian、shenghuofuwupingtaiyezaipingtaituichuhuodong，xiangyingwuwugouwujiedehaozhao。

yuyiwangbutongdeshi，jinnianzuidadebianhuajiushidongfangweishidajianleziyoudianshangxiaochengxu“fanqieshangcheng”，zaishangpinbankuaifenweiguochaoshouban、shanghaizihao、jingzhijiaju、shishangdanpin、jinkouzhenxuandengduogemokuai。tongshi，dongfangweishihaihuizaishipinhao、xiaochengxudengkaiqidaihuozhibo。

图片来源：东方卫视微信公众号

congfanqieshangchengdejutixuanpinlaikan，shipinleihuigengjiazhuzhongshanghaibendihuozheshuoqihejiangzhehukouwei，biruyoushaowansheng、songyuelou、wulixiang、sanyangdengzhongduoshanghailaozihao，jiangsupinpaixinmenghezeyouxiaolongxia、liuyuehuangshuzuixiedengshangpinshoumai。zuiweitebiedeshiliangkuangongyixingzhidekafeizhoubian，jixiongzhuakafeihelilitimeyuwuwugouwujiefenbietuichudelianmingxilie。

图片来源：番茄商城

zaiyituofanqieshangchengshangpinkudejichushang，dongfangweishiyezaibaokuoxiaochengxudengduoqudaotuichuzhibodaihuo。

cbndataguankanleyichangdongfangweishi8yue5rizaishipinhaodedaihuozhibo，zheichangzhibocongwanshang19:00kaishi，youliangmingnvzhubojinxingdaihuo。zheichangzhibojiarulebijiaoduodeshilingxuanpin，rusuozixie、huangtaodengshengxianleifeibiaopin。dangtiandaihuodeliebiaozhonghaiyoushanghaijiahuaqixiadeliushenhualushui，jingguoyuqitadianshangpingtaiduibi，cbndatafaxianhualushui+zhiyanglu+qingliangludezuhetaozhuangsuanshibencizhibojianteyoudesku，zaijiageshangyesuanshihui。

图片来源：8月5日东方卫视视频号带货直播截图

zaizhibofenggefangmian，liangweizhubopianxiangpingwenhuanhe，meiyoufukuadebiaoyanheguchui，yehuiyongshenghuozhongdegushidairushangpin，danzaizhibohuashujiangjiefangmian，yixieshanghaiyonghuxiangcbndatabiaodalexiwangzhubozaijieshaochanpinshinenggouduoqiangdiaoshanghaitesehuoshishangpinbeihoudewenhuagushideyuanwang。

ciwai，zheichangzhibohanyoudaorusiyudeyinliuxingwei，teyiqiangdiao“fanqiefen”ruqun。kefuhao“xiaofanqie”zaihuiyingcbndatahouxushifouhaiyouhuodongshibiaoshi，“muqianzhengzaijijigoutonggengduopinpaidianjiaxuanpin，xiwangyougengduoxingjiabigaodeshangpinjiaru。”congzhangxianlaikan，wulunshidaihuoxingweihuoshifanqieshangchengdedajian，bingfeizhiweiwuwugouwujiecunzai。

“新节”不断，城市举办购物节都有哪些基本方法论？

cbndatapandianleyixieguoneiyixian、xinyixianjierxianchengshidedaxinggouwujie、gouwuji（bubaohanlvyoujiedengzhutijieri），yichengshimingmingdegouwujiezhuyaoyouliangzhongzuofa。

qiyishitongguo10nianyishangdejingying，yigechengshizhulifazhan1gezhongyaogouwujie。

xiangchengdou、zhangsha、beijing、tianjin、hangzhoudengchengshizaozai2010nianqianjiutuichulexiangyingdegouwujie，guangzhouguojigouwujieyecunzai10nianzhijiu。zaizheixiegouwujieshelizhishi，wulunshichengshijianshehaishidianshanggouwudouzaifazhanzaoqi，gedigouwujiedouyixianxiadaxingshangchangweimaidian，bishichengshizhongxindedaibiaozhengshiyixielaopaijiequ、laopaishangchang，biruguangzhoudetianhejiedao、chengdoudezhongyaoip“renminshangchang”，chengshizhongxinhuayoushidedaojinyibutuxianhefangda。

yi2004nianshoujiechengdougouwujieweili，tadeshijianxuanzezaiyuandanhou，qiaqiaominzhongkaishicaigounianhuo。ju《sichuanribao》baodao，chengdoulaopaishangchang“renminshangchang”zaigouwujieshouridexiaoshouyejibipingshigaochuzhishao30%yishang,qizhongnianhuozuiweiqiangshou。

qiershishengjizhiqiandegouwujiehuozhongxindazaoxindejieriip。

birushenzhengouwujijiuyou“pengchengbayuehuanleyougou”shengjierlai，beijingzezai2020niankaiqibeijingxiaofeiji，zhongqingtuichuguojixiaofeijie，shanghaijinniandewuwugouwujiequanchengshi2022guojixiaofeijijidisanjieshanghai“wuwugouwujie”。

yigeguanjiandeyouyinlaizi2019nian10yue——shangwubudeng14bumenlianheyinfale《guanyupeiyujiansheguojixiaofeizhongxinchengshidezhidaoyijian》。2020nian7yue，shangwubujuedingzaishanghaishi、beijingshi、guangzhoushi、tianjinshi、zhongqingshilvxiankaizhanguojixiaofeizhongxinchengshipeiyujianshe。chuleshangshu5gechengshi，henduochengshidouzaijijixiangyingguojixiaofeizhongxinchengshipeiyudehaozhao，liandongtuichuxiangguanxiaofeiji。biru2021nanjingguojixiaofeijiechixujubanchun、qiu、dongsanjihuodong，bingzai2022nianchixujuban。

bunanfaxian，chengshijubangouwujieqishiyouzhetongyongdefangfalun，qiguanjiancibaokuotuiguanggeleipinpai、xinpin，wajuechengshitese，dazaoshoudianjingjideng，zheixiedafabicijianyouzhejiaocha、huanhuanxiangkoudeguanxi。

shouxianlaikanpinpaiyuxinpinfabu。

jinnianshanghaiwuwugouwujieqijian，“2022quanqiuxinpinshoufaji”huodongjiangzaixianyishuzhongxinjuban，jujiaofuzhuangxiemao、huazhuangpin、zhubaoshoushi、zhongbiao、qichedengchanpin。8yue25ri-9yue24ri，disanjieshanghaiguojimeizhuangjiejiangzaijinganquxingyetaiguhuijuban，zhulijianshejingan“quanqiuxinpinshoufadishifanqu”。

其次是地域优势。

2021nian，“shanghaikafeiguanshuliangdadao7857jia，shiquanqiuyongyoukafeiguanzuiduodechengshi”dexinwendengshangresou，shanghaiyezaijijifazhankafeiwenhua。qunian8yue，shoujieshanghaikafeiwenhuashenghuojiezuoweikafeiwenhuazhoudeluodihuodong，ronghele“kafei+zhanyan”“kafei+dianjing”“kafei+wenchuang”denggeleikuajiewenhuayuansu。

xinlangyuqingtongshujuxianshi，2021nian7yue-2022nian7yue，“wuwugouwujie”meitibaodaoguanjiancizhong，kafeichengweirecitop 10。

jinnianwuwugouwujieqijian，shanghaikafeiwenhuazhoutongyangshi12geipzhiyi，gequzhengfudouzaijiehegezitesetuichuxiangyinghuodong。birujinganjiuzaidazao“shanghaijinganshijiekafeiwenhuajie“，jingansi-nanjingxilushangquanchengweishanghaiduojiajingpinkafeiguandejihedi，yucitongshi，xiangmannerzheiyangrongrushiminrichangshenghuodepingjiakafeiyeyouduojiamendianzaijinganqu。8yue4ri，mannertuichulemianfeisongmeishikafeidehuodong，ranggengduojuminhuodekafeixiaofeidetiyan。

图片来源：Manner Coffee微信公众号

最后是首店经济。

jinnianwuwugouwujiefabuhuideredianwendajiluxianshi，2021nian，shanghaileijikaishegeleipinpaishoudian1078jia，qizhongquanguoshoudianhuoyazhoushoudian14jia，zhongguojineidishoudian167jia。2022nianshangbannian，shanghaileijiyinjingeleishoudian366jia，lanpingkafeizhongguodalushoudianjiuluodishanghaijinganquzhanganlu908hao。

shoudianfangmian，7yuezhijinshanghaixinkaiyeshoudianchaoguo130jia。birujinganjializhongxinchengweizhongduoguoneiwaipinpaizaishanghainaizhizhongguoneidixuanzhideremendidian。7yueyilai，ribenmeizhuangpinpaisuqquzhongguoshoujiaxianxiatiyandianluohujinganjializhongxin，yeziyinpinzhuanmendiancococeandeshanghaishoudianjunjiangzaijinganjializhongxinqicheng。

SUQQU中国首家线下体验店，图片来源：SUQQU官方微博

2021nian，guangzhouguojixiaofeijieshangtongyanggongbuleguanyuguangzhoudazaoshoudianjingjidechengji。genju《guangzhouribao》baodao，jiezhi2021nian10yue，guangzhoutianhelushangquanzai3nianneigongyinjin274jiashoudian，qizhongyataishoudian2jia、quanguoshoudian60jia、huananshoudian48jia、guangzhoushoudian164jia。qizhong，gaoduanmeizhuangpinpaitom fordzaitianhuanguangchangkaichutom fordquanqiuzuidameizhuangjingpindian。

TOM FORD广州天环广场店，图片来源：TOMFORD微信公众号

购物节越来越大、越来越长，大众的“节日感”还在吗？

“gouwujie”zaizhongguolishishangyouzhefeichangmingxidefazhanmailuo。

zai《congxiangcunjishibianqiantoushinongcunshichangfazhan》yiwenzhong，zuozhezhichu，zhongguoshijixingshizhiyi“miaohui”yicheng“miaoshi”zaozaitangdaijiuyicunzai。miaohuizaisimiaojierihuoguidingriqijuxing，yibanshezaisimiaoneihuoqifujin，guchengmiaohui。dandaohoulai，miaohuiwangwangyuzhongguochuantongjierilianxijinmi，runonglixinnian、yuanxiaojie、duanwujie、qixi、zhongqiudeng，zongjiaogainianbeizhujiandanhua，minsuheminjianshenghuoqixidadazengqiang。

jiefanghou，miaohuirengranshihenduodiquchengxiangjiaoliudezhongyaoxingshi。suizheshichangjingjiheshangpinjingjidefazhan，chengshizhongxindeshangchangkaishichengjiedazhongxiaofeixuqiu，biruciqiantidaodechengdougouwujiehenzaozhiqianjiushiyou“renminshangchang”denglaopaishangchangjinxingchengjie，zheishidegouwujiejibenyixianxiaweizhu。2010nianfabiaode《chengshigouwujiedeyingxiangfenxijicelvetanjiu——yitianjingouwujieweili》yiwenzhichu，yicichenggongdegouwujiebuzhishiyigejieqinghuodong,gengshiquanmianzhanshichengshiyoushideyigezonghedawutai。gouwujieyechengweile21shijichengshizuijuziyuanyoushiheshichangqianjingdexinlirunzengzhangdian。

dangyidonghulianwangshidaidaolai，dianshanggouwujiedegainianshenrurenxin，chengshigouwujiebianyinglaixindebiange，xianshanghuodongyuxianxiahuodongyitonggouchengchengshigouwujiedequanmao。keyikandao，xianzaizhuyaodechengshigouwujiedangzhong，geleixianshangpingtaizaijijicanyu，duoqu、duoshangquandeshitishangchang、chaoshi、gouwuzhongxindengyechengxianchurenaodejumian。

bunanfaxian，zuijinjinian，jihusuoyouyugouwuxiangguande“jieqing”douzaibianzhang。

dianshangfangmian，shuang11、618lianggezhongyaodacuyouzhegengzaodeyushouqi、liangbozhifuweikuan、gengduodexianhuozhouqi、gengduodefanchang，doubeishiweicujindazhongxiaofeideyoulishouduan。chengshigouwujiefangmian，quanguogedidegouwujiezhouqiyezaibianzhang。1geyuebaodi，3geyuechangtai，haiyougebiegouwujiechaoguo6geyue。biruyi“yuehuibeijing lexiangshenghuo”weizhutide2022beijingxiaofeijiyu3yue1rizhengshikaiqi，jiangchixudao12yuedi，baohanbadabankuai、24xiangzhongdianhuodong。nanjingzai2021niandeguojixiaofeijiebaokuochun、qiu、dongsanji，meigejiduchixushijianwei1-2geyue。

cong2021niankaishi，pinpaishangjiaduiyudianshanggouwujieyijingyouleyizhonggongshi：dacudiyijieduanjibenyijianggoumailishifangwanbi，dierjieduanhennanyougenghaodeyeji。

danchengshigouwujiequebingfeiruci。xiangbidianshanggouwujiexuyaozaixiangduijizhongdeshijianduanshifanggoumaili，yizhekou、maizeng、manjiandexingshixiyinxiaofeizhejinxinggoumai，cbndatarenwei，chengshigouwujiedeshizhishichongmanshenghuoqixidehuiminhuodong，chengshigouwujiebenshenkeyigenghaodirongrudaojuminderichangxiaofeizhizhong，bingtongguogouwujielaishixianziyuandejizhongjuji，bingweichengshizhangqidexiaofeifazhanjichufangxiangzhiyin。

yishanghaiwuwugouwujieweili，jinnian12gebiaoganhuodongbaokuo：shanghaiquanqiuxinpinshoufaji、shanghailinlishenghuojie、shanghailvsexiaofeiji、shanghaiqichepinzhixiaofeijianianhua、shanghaijinkouhaigoujie、shanghaiyeshenghuojie、shanghaishuzishenghuojie、shanghaikafeiwenhuazhou、shanghaihulianwangqingchunshenghuojie、shanghaizhizaojiapinhui、shanghaihuanqiumeishijie、zuanshizhubaowenhuajie。

qizhong，shanghailinlishenghuojie、shanghailvsexiaofeiji、zuanshizhubaowenhuajieweishoucituichu。zaishangbannianshoudaoyiqingyingxiangde4-5yue，shequtuangouzaishanghaizhanxianchujiqiangdeshengmingli，dadafangbianleyishequweidanweidejuminshenghuo，“dazaobianjiedezuihouyigongli”chengweishanghailinlishenghuojiedeyigezhuti。shengxiandianshangpingtairudingdongmaicaichengjielexiangguanzhutihuodong，dongfangweishiqixiadefanqieshangchengyeyou“gongyituanzhangzhulishanghaihaowu”dedaihuopaiweisaihuodong。

zongtilaikan，yifangmianshidangdaichengshigouwujieyufazhanxianchuduozhongxin、duoshangquandetese。birushanghaiwuwugouwujiekuadudadao16gequ，zheizhongfensanshidemoshiyouliyujuminwulunzaigongzuoquyuhaishishenghuoquyudounengxiangshoudaoxiangyingdeshihui，gaobieleyiwangchuantongchengshigouwujiejizhongzaigebiezhongxinquyu、shangquandeqingkuang，bianjiechengdudadatigao。ciwai，16gequdouyougezidezhutihuodong，yeyouliyushitijingji、pinpaishangjiayituogequlilianggexianqineng，chanshengjijuxiaoying，dazaoquyuhuadeyingxiaoip。

tongshi，gouwujie/gouwujideshijiangengzhang，shijishentouzaileshenghuoyishizhuxingdegegefangmian，xiaodaoyibeikafei、yidunyexiao、yishuxianhua、yicidaojiaqingjie，dadaogouzhiyiliangxinnengyuanche。lazhangdegouwuzhouqiyejizuleminzhongchongfenkaolvdeshijian，bimianlangfeiyuchongdongxiaofei，cujinshangye、wenhua、lvyou、tiyudengxiaofeixianshangxianxiarongheliandong。

lingyifangmian，gouwujiechengxianchu“baoguowanwu”dejumian。

yixianshangpingtaiweili，ruciqianzongjietidaodehema、dingdong、meituan、douyindouzaiweiraowuwugouwujieliandongzijidepingtaihuodong，yixiexianxiashitiyetaibirubailianjituantongguofafangyouhuiquandexingshihuimin，quanjiabianlidiantuichu“quanjiaqimiaoye”。zheixiexianshanghexianxiahuodongshijishangzhenduilebutongderenqun，rangshanghaijuminyouzhegengqiangdecanyugan。

congjieduanxingchengguolaikan，benjiewuwugouwujiezhanxianchulebucuodexianxiayinliuxiaoguo。

ju《jiefangribao》baodao，8yue1rizhi7ri，shanghaixinshijiechengshangpinlingshoubankuaixiaoshoutongbizengzhang73%，xiaoshouzengfujuqiandedaleiyouhuangjinzhubao、huazhuangpin、mingbiao。huangjinzhubaohehuazhuangpindaleizaiwuwugouwujieheqixideshuangzhongtuidongxia，xiaoshoujiaoquniantongqifanleyibei。

keyiyuxiangdeshi，chengweichangtaihuaipdeshanghaiwuwugouwujiehaijiangjixujifashiminxiaofeiqianli，yiwuwugouwujieweidaibiaodedechengshigouwujieyiranzhanxianchulianghaodefenwei。danggegechengshidouzaijubanzijidegouwujie、gouwuji，ruhezuohaochayihuahejingxihuayunying，jinyibutishengxiaofeibianlidujiangshiyigekaoyan。

zhengruqianwensuoshuo，chengshijiangegequyu、shangquanyijixianshangpingtaidouyouzhefeichangduoyangdegouwujiexiangguanhuodong，danxuanzeduoyeyiweizheruhejiangdijuecechengbenhetigaoxinxijingzhunchudachengweilebixuzhengshidemingti。youyeneirenshixiangcbndatabiaoshi，jiezhushuzihuadefangshijianggeleixinxihuizong，zaitongguoxiaofeizhedediliweizhi、nianlingduanyijigouwupianhaodengbiaoqian，cankaodianshangpingtaidezuofa，zaiyigexiaochengxuhuozheappzhongbiaoshizhuti、didian、jubanshijian，naizhitigongyuyue、yudingfuwudeng，zheiyangjianggengjiabianmin，yegengyouliyugouwujiezhengtideipdazao，bangzhugexianghuodongyijicanyuqizhongdepingtai、pinpaijingzhunhuoke。

gouwujiedejiazhi，xiaoshouezongranshiyifangmian，shiminzaiqizhongganshoudaodechengshihuoli、pinpaitese、wenhuahuodongqishigengweizhongyao。zhangyuanlaikan，xiaofeishichangdehuinuan、chengshishangyekongjianjiazhitisheng，juminduichengshidetiyanganyurentongdejiashen，doulibukaichengshigouwujiedeyingxiang，“meitiandouzaiguojie”weichangbukeshidangjinxinxingchengshigouwujiedexinxingtai。

ruhedazaoteyoudechengshixiaofeiqizhi，suzaogengweifengfude“pinzhixiaofei”shiyantian，ranggengduodebendipinpaizouchuchengshi，ranggengduodexinpinpaikeyiyoufazhanzhuangdadewutai，ranggenghaodeguoneiwaihaowunengchudamubiaoxiaofeiqunti，huoxuzhengshi”wuwugouwujie“zheiyangdexinyidaixiaofeizhutihuodongnengdailaidefuhejiazhi。