界面新闻记者 | 蓝丽琦

zaiguochanghui、shangwubujinqijielianchutaicujiajujiazhuangxiaofeicuoshihou，zuoweiguoneizhongyaodexianshangxiaofeipingtai，taobaotianmaojinqiyefabulezhichijiajupinpaizengzhangdejucuo，daochangdejiajupinpaishangjiachaoguo1800jia。

zheishizitaobaotianmaoyewucongalijituanfenchaichulaihou，shoucijubanzhenduifanjiajushangjiadedahui。genjutaobaotianmaoguanfangtigongdedezuixinshuju，2023nianqianqigeyue，youchao32wanjiazhuangjiajudexinshangjiazaitaobaotianmaokaidian。muqian，zhengtitaoxijiazhuangjiajubankuaiderijunzaixianshangjiashuyichaoguo199wan。

jinnian4yue，alibabaneibujinxing1+6+ndejiagoudiaozheng。“1”zhideshialibabazheiyishangshizhuti，“6”zhideshifenchaichulaideliugeyewujituan——yunzhinengjituan、taobaotianmaoshangyejituan、bendishenghuojituan、cainiaojituan、guojishuzishangyejituan、dawenyujituan。“n”zhiqiyudulideyewugongsi。

zailiudayewujituanzhong，yewuzhanbizuigaotaobaotianmaoshangyejituan，qineibujianchengweitaotianjituan（gongsizhuceming“taotianyouxiangongsi”），nangkuoletaobao、tianmao、taocaicai、taote、alimama、juhuasuandengzhuyaodedianshangyewu。

shanggeyue，taotianjituanneibuchuanchuzhongdarenlizhidugaigexiaoxi，jijiangxiang“pxulie”renyuan（jijishugang）dongdao。shichanghuanjingshousuo，xiaofeiyuwangxiajiang，daidongxianshangjiajuxiaofeidedianshangpingtaigaigeyezaiyingxiangzhejiajuxingyededongxiang。

淘天集团：占线上家居市场份额8成以上

2020nian4yue，tianmaoneibudejiazhuangkaishizuoweiduliyewuyunying，tongshizhenduijiazhuangjiajuxingyezujianlezhuanmendeshichangyingxiaotuandui，tongnianjubanletianmaojiazhuangfenghui，yejiushirujintaobaotianmaojiazhuangjiajushengtaidahuidezuichuxingtai。

2022nian2yue，tianmaodejiajuyewuyujiazhuangyewujinxingronghe，tongshijinxingbcronghe（yijibduanyucduanlianggequdaodeyewujinxingronghe）。zhidaorujintaotianjituandechengli，zhicitianmaojiazhuangyewufazhanchengtaotianjiazhuangjiajuyewu。

jinjinianxianshangqudaoduixianxiajiajumendiandechongji，beihoudetuishoushaobuletaobaotianmao。buduandironghehediaozheng，yezuyikanchualidianshangyewuduifanjiajuxingyedezhongshi。

genjutaobaotianmaoguanfangtigongdedezuixinshuju，2023niandeqianqigeyuenei，youchao32wanjiazhuangjiajudexinshangjiazaitaobaotianmaokaidian，you4500geshangjiachengjiaotupo1000wanyuan，chengjiaoguimotupo1yiyuandeshangjiashuchaoguo180ge。

zhideyitideshi，taobaotianmaoguanfangbiaoshi，muqianpingtaiyoujin5yigoumaijiazhuangjiajudeyonghu。ruguoshujushushi，yiweizheyoujiejin1/3deguorenshiyongtaobaotianmaogoumaifanjiajuchanpin。

zaishichangfenefangmian，taobaotianmaoxiangjiemianjiajubiaoshi，muqiantaobaotianmaojiazhuangjiajuyijingzhandaozhengtixianshangjiazhuangjiajushichangde8chengyishang。

julejie，taobaotianmaoshizuizaozhenghejiajuziyuandexianshangpingtai，zuijudaibiaoxingdelinshijiaju、yuanshimuyu，naizhiqianjinianyixianxiamendianzhudaodequanyoujiaju，doushuyuzuizaoyipizaitaobaokaidiandeshangjia，suihouruzhutianmaochengweiguanfangpinpaidian。

截至目前，包括宜家IKEA、红星美凯龙、居然之家等线下家居卖场龙头，顾家家居、喜临门、芝华仕等均已入驻。

计划拿出4000万投入到大件运费险

cicitaotianjituanxintuichudesidaxinjucuo，yeshiweilegenguochangweitichudecujiajuxiaofeizhengcetongdiao。

zuodayonghuguimo，tuokuansidachangyu：neirongpingtai、bendishenghuofuwupingtai、shequn、guanggao。yuhaohaozhu、weibodengneirongpingtaihezuo，quanyuzhongcao。yugaode、zhifubaodengpingtaihezuo，yidiandatongduoduan，quanyuzhanshi、huoke。

kaifangaigc（shengchengshirengongzhineng）he3djishu：shangjiacongqianniupingtaisou“jiazuo”，shangchuanputongshangpintu，aikeyijianshengchengshangpinhaibao、duanshipin；shangchuan3dshangpinmoxing，keshengchengduofengge3dzhanting。zhibowuxudazhanting，tongguo3dxunichangjing，dichengbenkuaisukaibo。

lianhecainiao3niantouru10geyi，jiadagongyinglianjifuwunenglijianshe，weishangjiatigongzhongdajianshangpincang、pei、zhuangyitihuafuwu，xiangyonghutigongmianfeiyuyuepeisong、songzhuangyiti、wuyoutuihuanhuofuwu，zuohaoyonghutiyan。

lianhedingjifuwushang、mcnjigou，gongjianzhibojidi、fuhuaxingyechuizhidaren、jihecaigoutoubuzhuboziyuan，jiangdishangjiayingxiao、zhibochengben，tizhizengxiao。

zheisidajucuofenbieduiying：xinagengduoyonghu、aishengchengchuanbowuliao、touzijinjianshewuliu、kuodadarentuandui。qizhong，zhenduiwuliu、anzhuangfuwumingquelelianhecainiao，sannianneiza10geyilaijianshegongyinglianjifuwunengli。

youyujiajuchanpindezhongdajianjiaoduo，qieanzhuanggongxujiaoweifansuo，zuihouyigonglidepeisongjishangmenanzhuangfuwuduisuoyoujiajupinpaidoushijidadekaoyan。waijiashangjinnianzhujianpanshengdelufei、renlichengben，yechengweixiaofeizhezuihouxiadandeyidaoxinkan，liruyijiadepeisonganzhuangfeiyizhipaihuaizaizonghuojiade10%zhi15%。

taotianjituanjiazhuangjiajuzongjinglienzhongbiaoshi，jinniancongsongzhuangyitishengjiwei“mianfei”songzhuang，“womenjihuacongjinniandeshuang11daomingnian3yuefen，pingtainachu4000wandeyusuantourudaodajianyunfeixian，bangzhuxiaofeizhejiejuezaizhongdajianxiadanwuyunfeixiandeshidai。”

duiyulianhecainiaosanniannei10yidewuliumailuotouru，enzhongzebiaoshimuqianyijingzoudaoledisannian，jizuihouyinian，“zhongdajiandeziyingshentoulvjibenshangdadao30%yishang，jinniandemubiaoshitidao50%yishang。enzhongtoulu，zhengtiziyingcangchumianjizaijinnianfanlejiejin4wanpingfangmi，ziyingchengshicongquniande46daojinniande160ge。”

ciwai，enzhongyezhenduizhibobankuaifanfutidao“xunichangjingzhibo”。chuantongshipaidechengbengaozhouqizhang、huanpinnan，shuyuxingyegongshi。

meipingmeiwushejijiachanpinzongjianxinyubiaoshi，shitiyangbanjiandedajian，congchangdiyunshudaorenlichengben，gezhongjiaqilaishiwankuaiqian，luodizhouqijiu，“jiandandeshangpinshangxindouxuyaoyigeyuedeshijian。”

danruguoxuanzexunichangjingzhibo，zhixuyaogengduodanxinjishuwenti。yimingyeneirenshibiaoshi，xunichangjingdedajianzhixuyaoliangsantian，zairuanjianshangcaozuojike。

duici，enzhongpaochuleyourendetiaojian，yaozuoxunizhiboshouxianhua400dao500yuan，baxuyaozhibodeshangpinzuo3djianmo；qicijiaojimeipingmeiwuzhizuo3dyangbenjian，chengben1000kuai。

ancicesuan，ruguoxiangyaodajianyigejianyideketingkongjian，shoumaiyikuanshafaheyikuanchaji，neizhixuyao2000yuanzuoyoudechengben，xiangbidongzheshijiershiwandeshidipaishechengbenzhoujiang。

danbutongdeshangjiaduishijinghaishixunichangjingyoubutongdezhuiqiu。youyibufenshangjiaxiangjiemianjiajubiaoshi，shijingcainengjixiaofeizhegengduotiyangan，baokuochanpindewenluxijiedengdeng，butongdetouruyoubutongdexiaoguo。

商家的成长：从“等”爆款变成打造爆款

zaisiyishengzhangdedianshangshidai，yiwangdebaokuanqishidaduoshudoumeiyouguilvkeyan。meiyourenhuizhidaonayikuanchanpinhui“bao”，gengduodeshitongguoshichangdefankuiqutuidongbaopingeng“bao”。

danrujin，duiyujiajushangjiamenlaishuo，xiangbiyiwang“deng”baokuan，xianzaiyijingquxuezhe“dazao”baokuan。

linshijiajuyunyingzongjianpengqinggaosujiemianjiaju，qunian7yue，gongsidetianmaotuanduineibujiuchenglilepinleichanpinxiaozu，“yiqianshimeiyouzheige（xiaozu）de，yiwangjiushikaohuodongqudong，yiqunrenweiraozhejuhuasuanhuodong、chaopinzheizhonghuodonglaizou。”

pengqingbiaoshi，xinchenglidepinleizuzeshizhuanmenweiraomeigepinleizuoshengeng，zuo“quanshengmingzhouqi”deyunying，ranhouquzuoyewushangdezhankai，“xiaozurenyuanxuyaogengjiashendudiquyanjiuhuopin，congyanfadaoxinpindetuixin，ranhoudaobaokuandazao，zhidaochanpindetuishiqingli，baokuozhongjianliuliangdewajuehejiageshezhi，meigezuyuanshoutoushangdouyouziji（dingxia）debaokuan。”

duiyuzhongjiandexijie。shouxian，yibanhuixianyoudadecelve，birulejiezhenggeshichangdejingzhenggeju、zijiapinleidejingzhengzhuangkuang，birunaxiepinleidejingzhengguoda，kenengyaozouwandaocaozuohuozhechayihuajingzheng；qici，jiulaidaolexinpinkaifajihua、baopindazaojihua，neibuyaosikaobutongcengjidechanpinruhequzuoziyuanfugai。

“比如要去抢占我市场排名的那几个品类，我会覆盖更多的资源；有一些竞争力小的品类，我可能会让这些品类成为我们的一个利润品类，我会给它一定流量的比例，保证它有足够的利润，是赚钱的。”彭庆说道。

zheiyangdetuixinsilushizehekuaixiaoxingyeleisi。

wuduyouou，yuanshimuyudianshangbufuzerenjixiangtaoyezaifenxianghuanjiebiaotai，yuanlaixiangmaishenmejiushangshenme，meiyoukaolvdaoxiaofeizhe，meiyourenhedefangfalun、shujuzuoweizhicheng。danshi，jinnianshangbannianjianlilechanpinxiandexiaolvjizhunzhi，youmubiaokeyicankao。

jixiangtaobiaoshi，zaizheigejichushangzuolehuopindequanzhouqishengmingguanli。jinnianshangbannianshangxinsudutongbiquniantisheng40%，shangxindechenggonglvzetishengle120%。

这是不是也意味着，客单价高、售后服务复杂的家居行业，也有可能往新零售、快消行业转型，可以实现大规模量产、提货，随时调整生产线，可以快速上新且销售？

xingyehaiwufajichudaan。muqianyejinshiyongyouqiangdianshangjiyindeqiyeyounengliquyinghequdaodekuaijiezou。duiyuchuantongjiajuxingyelaishuo，rengranshiyigetiaozhan。