文|观潮新消 青翎

编辑|杜仲

gaoshepaodawenzi，benshiyijudiaokan，rujinquechenglexianshi。

congyuanshidehualushui、wenxiang，daoxinchaodewenxiangye、quwenhuan、quwentie，zaidaokeji“waigua”miewendeng、quwengunzhuhehaochengchaoshengboquwendeapp……renmenjiaojinnaozhi，kaifadechanpinbiwenzihaiduo，xiaohongshushang，sou“quwen”guanjiancinengbengchu109wanshangpin。

danwenziyiranxiaosadiherenleigongcun，fandaoshiguanyi“keji”zhimingdezhongduoxinchanpinquelvlvxianru“zhishangshui”dezhiyizhong，youxiechanpinhaiyinweimeiyounongyaodengjizhengershucidengbang“heimaotousu”。

buguo，zheibingbufangaitamendechangxiao。jingcanmoudianshangshujuxianshi，2023nian3yue，zaitianmaopingtaishang，fangwenfangchongchanpindeyuexiaoliangdadao21wanjian，huanbizengzhangyue285%；yuexiaoejiangjin514wanyuan，huanbizengzhang275%。

“qiangda”degongnengjiashangjingzhidebaozhuang，chengweixiaofeizheziyuanxiadandeliyou，zaishasiwenzizhiqian，quwenshenqimenxian“shasi”leqianbao。

与蚊斗，产品无穷

renleidebeihuanbingbuxiangtong，chufeitamendouyudaolewenzi。

zheizhongbeihuanyugongshenzhichuanyueleshijiandezuge，chunqiushiqizhuangzibianyueguo：“wen，zetongxibumeiyi”；beisongdeouyangxiugengshizhijiexieleshou《zengwen》：“suiweiwunaizhong，weixiaonanfangdu。”

ouyangxiubukuiweitangsongbadajia，duanduanliangjugaikuochulewenzinanchandeguanjian：du、xiao、zhong，zheisangetezhengyerangqianbainianlaidequwendazhanbianchengkanbudaotoude“chijiuzhan”。

zaiqingchaoyiqian，putongrenjiayongbuqiwenzhang，“huaxuequwen”shiyizhiyilaidezhuliu，biruxizhoushibiantongguofenshaomangcaolaiquganwenchong。

danmangcaohoujingtaida，lianlaoshudounengganpaxia，wufazaishineifenshao，houlairenmenkaishishiyongaicao、haocao，bingzaicijichushangzhichenglezuizaodequwengongju——huosheng，busiyanxunneibanmenglie，gengxiangshirujindewenxiang。

qingmominchu，renmenyongshangletumoyaoji，tongzhinianjiandehuaqiaohuwenhuyongzhongcaoyaohenanyangpeifang，zhizuochule“hubiaowanjinyou”，zheigemingzizhidaojintianrengzaishiyong，yinweitumochuhuiyouqingliangzhigan，yebeichengweiqingliangyou。

zhihou，xiandaiyiyishangdequwengongju——xuanwoxingwenxiang、hualushuixiangjiwenshi。zhidaojintian，zheixiefamingyu20shijidechanpinrengshiguorenxinzhongdejichukuan、dabaopin。biru1920nianshizhichenggongde“fulushousanxingwenxiang”，zhidao20shiji90niandaihaizhanjuzheshichangqianliedexiaoliang。

danbukefourendeshi，rujindequwensaidao，jimanlexinrui。

chuantongdequwenshenqizhanlingxiaofeizhexinzhi，danchanpinlixiangduijiaoruo，zaigongjiquefadeniandainengkangqiquwendezhongren，dansuizhekejidejinbu，quedianyeriyibaolu。

biru，chuantongwenxiangzaidianranhoubujincibizilayanjing，haihuishifangduohuanfangxiangting、tangjihuahewudengyouhaiwuzhi，erqiezaifangzhongdianranminghuohaihuizaochenganquanyinhuan。

yushi，dianwenxiangshanliangdengchang，bingzaiguoqujinianzhujianchaoyuechuantongpanshiwenxiangdediwei。zhiyanzixunshujuxianshi，dianrewenxiangyeyichengweiguoneiquwenyongpinshichangzuidadexifenpinlei，2022niandeshichangguimodadaole34.93yiyuan，chuantongwenxiangdeshichangguimozecong2010niande35.19yiyuanweisuozhi2022niande18.43yiyuan。

xiangbiyuchuantongwenxiangxuyaodianranminghuoquwen，dianwenxianganquandeduo，birudianrewenxiangyedegongzuoyuanlishiliyongmaoxiguanyuanli，chixujiareshifangshachongjiwuzhi。

danweiraodianwenxiangyeshifouyoududezhengyishizhongcunzai，zhuiqiuanquan、jiankanghehuanbaodexiaofeizheduiquwenchanpintichulegenggaoyaoqiu，yushiquwentie、quwendeng、quwenhuan、quwenyedengxinxingchanpinjielianchuxian。

zheixiexinchanpinwangwangdoujubeiyixiajigetezheng：

shouxianshigou“keji”，birumiewendeng，tongguofachuwenzixihuandedengguangheqiweixiyinwenzi，zaitongguoshunshigaoyahuofengshanfenggan，jiangtieshanglaidewenziyijibiming。

zaibiruchaoshengbomiewen，tongguoshoujilidequwenappfashetedingpinlvdechaoshengbolaiquganwenchong。suishiwulimiewen，dantingshangqujiubichuantongdedianwenpaihewenzhanggengyoukejigan。

qicishigou“haokan”，birurunbenzai2021nianyu“guojiabaozang”hezuo，yi“chengqiannianzhifeng，jingyuwenzhishu”weizhuti，tuichuguofengxilie；2022nian，runbenyoulianming“xiaoliuya”，tuichujingyoutie、jingyoukouhejingyoushouhuandengchanpin。

zaibiruzheiliangnianzouhongdequwenshouhuan，jinengquwen，youqidaozhuangshizuoyong，bujinchengweinianqingrendexintouhao，zaizongyijiabindeshoushangyeshifenchangjian。

caijingkepuzuojiaxiezongbocengtidao，quwenshichangshuyuyigelijishichang，guimobudaqueshifengangxu。congyuangushidaideyanxunquwen，daorujinhuayangbaichudequwenxinkeji，buzuzhijiagaidadewenzidizaoleshubaiyideshichang。

从驱蚊到“驱蚊+”

zaizheitiaoyouwenzicuishengdexuqiuquxianshang，“caifushenhua”cengciqibifudishangyan。

zuizaoshouhuiyuquwengangxudeqiyedangshushanghaijiahua。1988nian，biyeyushanghaizhongyiyaodaxuedelihuiliang，jinrushanghaijiahuahoujiedaodediyigexiangmubianshiyanfaliushenhualushui。

hualushuizaozaiminguobianyiwenshi，danzhangqiyilaishizhongbeidangzuoxiangshui。zailihuiliangdezhudaoxia，bingpian、bohenao、zhenzhufen、huangbodengliuzhongqingrejiedu、xiaozhongzhitongdezhongyaobeitianjiajinyixiangweiweizhudehualushuizhong，liushenhualushuijiuciwenshi。

1990nian，liushenhualushuituixiangshichang，zaichanpinzhongmingquelequfeizhiyang、tishenxingnaodegongneng，dapei“liushenyouzhu，quanjiawuyou”deguanggaoci，liushenxunsuzhanlingledangshi60%yishangdehualushuishichangfene。

liushenzhihou，longliqi、baobaojinshui、lanjudengzhuduopinpaiyexunsujiaru，danshizhongweinengjiangliushenlaxiashentan，huajingqingbaowangshujuxianshi，2020nian，shanghaijiahuazaihualushuishichangdeshizhanlvdadao61%。

ruguoshuoliushenshizaihualushuishichangyizhiduxiu，neimechaoyunjituanbianshi“quwendiyigu”。

chaoyunjituansuimosheng，dantabeikaodelibaiquejiayuhuxiao，qixiadequwenpinpaichaoweiyeshixuduorenxiaridehuiyi。

2021nian3yue，chaoyunjituanzaigangjiaosuochenggongshangshi。caibaoxianshi，2019nian-2021nian，chaoyunjituanshachongquwenchanpinyingshouwei8.75yiyuan、9.9yiyuanhe11.1yiyuan，zhanzongyingshoubifenbiewei63.3%、58.2%he62.7%。cong2015nianzhijin，chaoyunjituanlianxu7nianzaiquwenshachongshichangshizhanlvpaimingdiyi。

danyipinghualushui、yihewenxiangdatianxiadeshidaiyichengguoqushi，butongdexiaofeiqunti、xifendexiaofeichangjingcuishengleduoyanghuadequwenchanpin，“quwen+”chengweipinpaituweidexinrukou。

biru“quwen+muying”，quwenchanpinneihandehuaxuechengfenchengweiyingtongdeanquanyinhuan，jiyuci，bushaopinpaikaishizhugongyingtongzhuanyongquwenchanpin，yijiankang、anquandenggainianjiasupinpaishengji。

quniandibiaoderunben，zaizhuduochanpinzhongdoubiaozhule“yingerzhuanyong”“baobaozhuanyong”dengziyan，baozhuangshangyeduoyiertongxingxiangshiren，zheirangrunbenpingjiechayihuajingzhengluxianshachuzhongwei。

2020nian—2022nian，runbenzaitianmaopingtaiwenxiangyexiaoshouedezhanbifenbiedadao16.42%、18.32%、19.99%，lianxu3nianpaimingdiyi。

quwenchanpinzhihou，runbenshunshirujuyingtonghulixingye，rujinyijingxingchenglequwenchanpin、yingtonghulichanpin、jingyouchanpinsandahexinchanpinxilie，qizhongyingtonghulichanpinzai2022niandeyingshouzhanbiyida45.59%。

youshujuxianshi，2016nian-2019nian，ertongshiyongxingquwenyongpinshichangguimonianfuhezengzhanglvgaoda32.72%，yuangaoyuchuantongquwenshichang7.96%dezengsu。

“quwen+muying”wai，“quwen+huwai”zeshilingyixifensaidao。luying、feipan、paoku、jiangban、chonglangdenghuwaiyundongjinnianlaiyuranchengfeng，renmenzaiqinjindaziranshi，yebumianzaoshouhuwaiwenchongdedingyao。

gengzhongyaodeshi，xiangbiyujiatinghuanjing，yewaidewenchongxiraojihushidiyumoshi，zheiyiweizhezaiyewairenmenxuyaoquwenchanpinplus，yushigengduoyang、gengzhuanyede“huwaiquwen”chanpinyingyunersheng。

huwaiquwendeguanjianshishixiaoxing，birujiadebaoquwenshuihanyou10%biwenan，biwenanbeirenweishiquchongjide“huangjinbiaozhun”，nongduyuegao，shixiaoxingyuejiu，jiadebaoquwenshuihaochengnengchixuquwen6xiaoshizuoyou。

chaoweituichudexinxingquwenpenwutianjiale15%nongdudeqiangpaizhiquwenchengfen，qiangpaizhibeimeiguojikongzhongxin（cdc）pingweichubiwenanzhiwaizuiyouxiaodequwenchengfen，gaichanpinhaochengnengzhangxiaofangwen8xiaoshi。

chanpinxingtaiyegengduoyang，quwenshouhuan、quwentie、quwenye、quwendengdengxinxingquwenchanpinbuduanyongxian。

birumiewendeng，xiangbiyuquwenshuideziwofangyu，miewendenggengxiangshizhudongchuji，nengdamianjijishazhouweidewenchong，yegengshihehuwaihuanjing。

juguanyantianxiashuju，youyuhuwaichuxingdexingqi，yuji2019nian-2024niankexiedaiquwenchanpindefuhezengsuwei16.4%。

yushangyidaiquwenchanpinxiangbi，rujindequwenpinpaigengzhuzhongrentijiankanghepifufanghu，chanpinmiaoshuzhongchangjianzhiwujingyoupeifang、kexuepeibi、chuangxinnamihuanshijishu、wenhewucijidengguanjianci，shejishangyegengxinchao，fuhenianqingrendexihao。

真科技还是智商税？

xinchanpindebeihoushiyanfaduandezhongjintouru。

birulaojutoulanju，zaizhongshanshixiaolanzhenshangjianzaoleyizuo“wenchongguanchashi”，meinianhuajinbaiwanyuanzaiquanguogedishougouwenchong，bingpaizhuanrenjingxinsiyang、fanzhi，yiyanzhigenghaodechanpin。

chengliyu2017niandebabycolour，yiquwenruyeweiqidianqierumuyingsaidao。chuangshirenelizacengtidao，shimianshangquwenchanpindaduohuishiyongbiwenan、baapehepaikeruidingdengnongyaochengfen，danzheixiehuaxuechengfenruguohanliangbugounanyouxiaoguo，hanliangdabiaoyourongyiduihaizideshenjingxitonghuopifuchanshengfuzuoyong。

jiyuci，babycolourdeshoukuanchanpinzhiwujingyouquwenruyezhudawunongyaopeifang，liyongdongnanyachuantongxiangzhiwudeqiweiquwen，bingtianjiarunfuchengfen，zhichenghoukeyizhijietumoyupifu，meiyouxirufengxianqiefanghugengjiaquanmian。

raner，yulonghunzadeshichangrongyiyanmaiyanfashangdenuli，guanyu“zhenkeji”haishi“zhishangshui”dezhenglunchixubuxiu。

《xiaofeizhebaodao》cengxuangoushimianshangdewenxiang、quwenye、quwengao、fangwenkou、quwentie、quwenshouhuan、miewendeng、quwenappdeng25kuanquwenchanpinjinxingduoxiangceshi。

jieguoxianshi，zhiyou13kuanwenxianghe6kuanquwenyexiaoguoxianzhu，yaoxiaojieguodadaoaji，erxinchaodequwenshouhuan、fangwenkou、quwentie、quwenappzhei4kuanquwenchanpinkanchengzhishangshui。

biruquwendashiapp，haochengnengtongguomonixiongwen、maque、bianfudengfachudezhendongshengyinlaiquganwenzi，jieguowenlongneifangzhide300zhiwenzigenbenwujuzheikuanapp，shenzhizhijiefeiluozaishoujishang。

ciwai，dangceshirenyuanjiangshoushenjinwenlongzhong，wulunshipeidailequwenshouhuan、fangwenkouhaishiquwentie，douwuyiliwaibeidinglemanshoubao。

《kejiribao》deyixiangdiaochazexianshi，jihusuoyoufangwentie、quwenshouhuandequwenxiaoguodoubulixiang。xiaoguohaoyixiede，quwenjulikeyidadao5—10limi，duoshuchanpindequwenjulizhiyou3limizuoyou。

bujinruci，henduoshimianshangdequwenchanpinshenzhimeiyouheguizizhi。

genjuguojia《nongyaoguanlitiaoli》guiding，quwen、miewenchanpinnarunongyaoguanlifanchou，xuqudenongyaodengjizhenghao、nongyaoshengchanxukezhengbianhaohechanpinbiaozhunhaocainengshangshixiaoshou，qiexiangguanxinxixuzaibaozhuangshangyuyibiaozhu。

danshishishang，xuduoquwenchanpindeshengchanchangjiaweijinxingnongyaodengji，yi“quwen”weiguanjiancikeyizaiheimaotousushangsouchu1145tiaotousujilu，jihusuoyoushejixujiaxuanchuandetousudouhuitidaochangjiameiyounongyaodengjizheng。

zhideyitideshi，bushaochanpinweilebimianrenzheng，zaichanpingongnengshangbikai“fangwen”“quwen”dengziyan，daiyi“duogongnengfanghu”dengziyan，tongshizaixuanchuanwenanshangyoutianyoujiacubiaoshizijinengquwen，bacabianqiudadaolejizhi。

zhenduicileichanpin，2021nian9yuefabude《nongyenongcunbubangongtingguanyufangwenquwenleichanpinrendingdeyijian》guiding，pandingmouzhongchanpinshifoushuyunongyao，yingdanggenjugaichanpindegongnengyongtu、shiyongchangsuo、baohuduixiangdengjinxingjieding。huanyanzhi，jibianbiaoqianshangbuxie，yebudaibiaocileichanpinbuguishuyunongyaofanchou。

paokaijingzhidebaozhuanghexinqidexingtai，quwenchanpindediseyiranshigongneng，kaoweikejishangweidechanpinyounengjiantingduojiu？

结语

jinnian5yuedi，wohepengyouzaihangzhoujiuxilaileyichangcity walk。

youyuwomendoushidiyicilaijiuxi，chulezaixiaohongshuchaleluxian，jiuzhibeilezhongwudeganliang，genbenmeikaolvdaoyewaidebuxinghuanjing。

henkuai，jiuxidewenzibianjiwomendangtouyiji，tamenzaibuzhibujuezhongtiezaiwoluoludexiaotuihegeboshang，qingqingyi“wen”，sanwufenzhonghou，pifukaishisaoyangnannai，gubaolianjiechengpian。

xingyundeshi，womenyudaolezaiyuanquqingsaodebaojieayi，duoniandegongzuorangtayongyoufengfude“douwenjingyan”，tafuqiyisichunpodeweixiao，congdoulitaochuleyiheyaogaodijiwomen，baozhuangposudaorangrenjibuzhutademingzi。

danyaogaochudapifuneiyike，qingliangdechuganbiandaxiaolewoyinbaozhuangposuerchanshengdehuaiyi，zuihouzouchujiuxishi，womenshenshangliangehongdiandoumeiliuxia。

xin“shenqi”youshiburuxinayi。