【國金研究】消費者畫像數據觀:電商與低線城市——國牌珀萊雅的逆襲利器

  DEJINGZHENGZHANLVEJUYOUZHONGYAOYIYI。2018NIANWOGUOHUAZHUANGPINXINGYESHICHANGGUIMOYUJIJIEJIN4,000YIYUAN,JINSANNIANLAI,ZHONGGUOHUAZHUANGPINDIANSHANGQUDAODEFUHEZENGSUDADAO35%+,SHIZUIQIANGSHIDEQUDAO,YESHIHUAZHUANGPINPINPAIDEBINGJIABIZHENGZHIDI。XIANNIANYILAIZUIZHONGYAODEZENGCHANGYINQING,XIANSHANGXIAOFEIZHEHUAXIANGDEFENXIDUIYUYANJIUPOLAIYADEPINPAIDINGWEIHEJINGZHENGZHANLVEJUYOUZHONGYAOYIYI。

  WOMENCONGDIYU、CHENGSHICENGJI、XINGBIE、NIANLINGDENGJIGEWEIDUDUIPOLAIYAHEGUOJIPINPAIYASHILANDAIDEXIANSHANGXIAOFEIZHEJINXINGLEDUIBI,DEDAOYIXIAHEXINJIELUN:①POLAIYAXIAOFEIZHEDIYUFENSANCHENGDUGAOYUYASHILANDAI,XIAOFEIYONGHUCR5SHENGFENZHANBIWEI40%,ERYASHILANDAICR5SHENGFENZHANBIYUE57%;②YIXIANCHENGSHIBUSHIPOLAIYADEZHUZHANCHANG,POLAIYASANXIANJIYIXIACHENGSHIXIAOFEIYONGHUZHANBIDA47%,YASHILANDAIZHANBIJIN29%。BEIJING、SHANGHAIZAIYASHILANDAIXIAOFEIYONGHUZHANBIPAIMINGQIANWUZHONG,ERBUZAIPOLAIYADEQIANWUSHENGFEN。③POLAIYAXIAOFEIYONGHUNIANQINGHUACHENGDUGENGGAO,30SUIYIXIAXIAOFEIZHEYUEZHAN20%(YASHILANDAIBUDAO10%),ER40SUIYISHANGDEXIAOFEIZHEJINZHAN30%(YASHILANDAIDAYUE45%)。④CONGXINGBIEFENBUQINGKUANGLAIKAN,POLAIYANANXINGXIAOFEIZHEZHANBIGENGGAO,DADAO30%(YASHILANDAIYUE14%),XIAOFEIQUNTIGENGWEIDUOYUANHUA。

  GENJUGUOJINZHENGQUANYANJIUCHUANGXINZHONGXINDUIBAOKUOPOLAIYAZAINEIDEGUONEIWAIPINPAIZAIALIPINGTAIDEXIAOSHOUSHUJUJIANCE,WOMENDEDAOYIXIAHEXINJIELUN:①CONGALIDEXIAOSHOUGUIMOLAIKAN,GUOCHANPINPAIBINGBUXUNYUGUOJIDAPAI。ZUIJIN12GEYUE,GUOJIDAPAIXIAOSHOUEZUIDUODEDAGAIZAI17-18YIYUAN,GUONEIPINPAIKEYIDADAO13-14YI。POLAIYAZUIJIN12GEYUEXIAOSHOUEDAYUE11YIYUAN,YIJISHENGUONEIPINPAIDIYITIDUI。②CONGXIAOSHOUZENGSULAIKAN,18NIANJI19NIAN1-2YUE,POLAIYASHIGUONEIWAIPINPAIZHONGZENGSUFEICHANGKUAIDE,ALIQUDAODUOGEDANYUEYOUJIEJINFANBEIDEZENGSU。③BAOKUOPOLAIYAZAINEIDEGUONEIPINPAIPUBIANPIANDAZHONGDINGWEI,XIANYUANZHIJIAN,ERGUOWAIDAPAIXIANYUAN,CHANPINDINGWEIYOUMINGXIANCHAYI。

  XIANGBIGUOJIDAPAIYASHILANDAI,POLAIYADEXIANSHANGXIAOFEIZHEDIYUFENBUGENGFENSAN、SANXIANJIYIXIACHENGSHIYONGHUZHANBI、NANXINGXIAOFEIYONGHUZHANBIJIYONGHUNIANQINGHUACHENGDUDOUGENGGAO。19NIAN1YUEHE2YUE,POLAIYATIANMAOQIJIANDIANTONGBIZENGSUFENBIEWEI83%HE98%,POLAIYATIANMAOTAOBAOXIAOSHOUETONGBIZENGSUFENBIEWEI68%HE79%,ZAIGUONEIWAIPINPAIZHONGWEIJUQIANLIE。WEILAIJIYUJUDAQIEFENSANDEZHONGGUOSHICHANGHEDUIXIANSHANGGENGQIANGDESHIYINGLI,GONGSIXIANSHANGXIAOSHOUGUIMOYOUWANGCHAOGUOGUOJIPINPAI。YUJIGONGSI2019-2020NIANGUIMUJINGLIRUNFENBIEWEI3.68/4.66YIYUAN,TONGBIZENGCHANG34.98%/26.61%,DANGQIANSHIZHIDUIYINGPEFENBIEWEI32.3/25.5BEI,WEICHIPINGJI。

  1.XIANSHANGSHIHUAZHUANGPINJINNIANLAIZUIZHONGYAODEQUDAO,HUAZHUANGPINDIANSHANGQUDAODEXIAOFEIZHEXINGWEIFENXIJUYOUZHONGYAODEYIYI

  2018NIANWOGUOHUAZHUANGPINXINGYESHICHANGGUIMOYUJIJIEJIN4,000YIYUAN,2019NIAN1-2YUEXIANEYISHANGHUAZHUANGPINLINGSHOUETONGBI+8.9%。GENJUEuromonitorSHUJU,2017NIANWOGUOHUAZHUANGPINSHICHANGGUIMOYUEWEI3,616YIYUAN,TONGBIZENGCHANG9.6%,2021NIANYUJISHICHANGGUIMODADAO4,982YIYUAN,2016-2021EYUJINIANJUNFUHEZENGCHANGLVWEI8.6%。GUOJIATONGJIJUSHUJUXIANSHI,2019NIAN1-2YUE,SHEHUIXIAOFEIPINLINGSHOUZONGE66,064YIYUAN,TONGBIMINGYI+8.2%,QIZHONGXIANEYISHANGSHANGPINLINGSHOUEWEI21,580YIYUAN,TONGBI+3.2%,XIANEYISHANGHUAZHUANGPINLEILINGSHOUEWEI451YIYUAN,TONGBI+8.9%

bwin  WOGUOHUAZHUANGPINXIAN%,ZAISHIJIEFANWEINEIDOUSHIZUIGAODE。DUIYUZHONGGUOHUAZHUANGPINXINGYE,JINNIANLAIHUAZHUANGPINGEQUDAODEZHANBIZAIFASHENGZHONGDABIANHUA,DIANSHANGDEZHANBIZAICHIXUTISHENG,XIANGDUIDE,BAIHUOHECHAOSHIMAICHANGDEBILIZAIBUDUANXIAJIANG。HUAZHUANGPINBENSHENXIAOJIAN、GAOZHI、BIAOZHUNHUA,SHIHEXIANSHANGHUA,ERZHONGGUOSHISHIJIESHANGDIANSHANGZUIFADADEGUOJIA,JINSANNIANLAI,ZHONGGUOHUAZHUANGPINDIANSHANGQUDAODEFUHEZENGSUDADAO35%+,SHIZUIQIANGSHIDEQUDAO,WOMENGUSUANWOGUOHUAZHUANGPINTONGGUOXIANSHANGQUDAOXIAOSHOUDEGUIMODAYUEZAIMEINIAN800-1000YIYUAN。XIANSHANGQUDAOMUQIANJISHITIXIANZHONGGUOHUAZHUANGPINPINPAIJINGZHENGLICANKAOJIAZHIZUIQIANGDEQUDAO,YESHIPOLAIYADENGPINPAIZHUYAOZENGSUDELAIYUAN,XIANSHANGXIAOFEIZHEHUAXIANGDEFENXIDUIYUYANJIUPOLAIYADEPINPAIDINGWEIHEJINGZHENGZHANLVEJUYOUZHONGYAOYIYI。

  POLAIYAXIANSHANGZHANBIBUDUANTIGAO。POLAIYA2017NIANXIAN%,XIANSHANGYESHIQIZHUYAOZENGCHANGLAIYUAN,2017NIANXIANNIANPOLAIYAXIAN%ZUOYOU,JIESHIXIAOSHOUZHANBIJIANGCHAOGUO40%。ERQITAHUAZHUANGPINSHANGSHIGONGSIYETIXIANCHUXIANSHANGQUDAO“SHUANGGAO”——GAOZENGCHANG,GAOZHANBI,YINWEIHUAZHUANGPINBENSHENJIAOSHIHEXIANSHANGQUDAO,JINNIANLAI,DIANSHANGQUDAOKEWEISHIHUAZHUANGPINXINGYEZUIJUDAIBIAOXINGDEQUDAO。

  WOMENSHITUTONGGUOFENXIHUAZHUANGPINXIANSHANGXIAOSHOUDEXIAOSHOUSHUJUHEXINGWEISHUJU,JIEXIPOLAIYAJIGUOJIHUAZHUANGPINDAPAIDEXIAOFEIZHEXINGWEI。JUTIFENXIWEIDUBAOKUOXIAOFEIZHEDIYUFENBU,NIANLINGFENBU,XINGBIEFENBU,CHENGSHICENGJIFENBU,XIAOSHOUE,KEDANJIADENG,XUANZEDUIBIPINPAIWEIGUOJIDAPAIYASHILANDAI。

  2.POLAIYAvsYASHILANDAIXIAN XIAOSHOUDIYUXIAOFEIXINGWEIFENXI:YUEJIANGZHEJUQIAN,POLAIYABINGWEIJIANGDACHENGSHIZUOWEIZHUZHANCHANG,QIXIAOSHOUFENSANCHENGDUJIAOGAO,DAIBIAOPOLAIYA”NONGCUNBAOWEICHENGSHI“DEZHANLVEHEZHONGDUANFUGAIDEGUANGFAN

  CONGDIYUFENBULAIKAN,HUAZHUANGPINDEXIAOSHOUDAZHITIXIANCHU:JINGJIYUEFADADESHENGFEN,HUAZHUANGPINXIAOSHOUYUEDUO。SHENGFENJINGJIFADACHENGDUHEHUAZHUANGPINXIAOSHOUDEQINGKUANGKEYIRENWEISHIZHENGXIANGGUANDE。ZHEFUHEWOMENZHIQIANGENJURIBENHUAZHUANGPINFAZHANZONGJIECHUDEJIELUN,JI:HUAZHUANGPINSHIJINGJIFAZHANDAOYIDINGJIEDUANHOU,BIAOXIANZUIQIANGJINGDEXIAOFEIPINZHIYI。

bwin  FENBUHEDINGWEISHANGJUYOUCHABIE:POLAIYABINGWEIJIANGDACHENGSHIZUOWEIZHUZHANCHANG。POLAIYAXIAOFEIYONGHUZHANBIQIANWUDESHENGFENSHIGUANGDONG、ZHEJIANG、SHANDONG、JIANGSUHEHUNAN,CHULEHUNANWAI,QITASIGESHENGFENBENSHENYESHIGDPPAIXINGQIANSIDESHENGFEN。ZHIDEZHUYIDESHI,BEIJINGHESHANGHAIZHELIANGGEZHONGGUOZUIDADECHENGSHI,ZAIPOLAIYADEXIAOSHOUPAIMINGZHONGBINGBUKAOQIAN。ZHEYETIXIANLEPOLAIYADEZHANLVEDINGWEIHUANSHI“NONGCUNBAOWEICHENGSHI”,ZHEYIDIANSHANGHEGUOJIPINPAIHUANSHIYOUZHUJIAODACHABIEDE。CIWAI,POLAIYADEXIAOSHOUFENSANCHENGDUGENGGAO,QIZHONGPAIMINGQIAN5SHENGFENDEXIAOFEIYONGHUZHANBIWEI40%,TIXIANCHUQIZHONGDUANFUGAIDEGUANGFAN。

bwin  XIANGBIERYAN,GUOJIPINPAIYASHILANDAIXIAOFEIYONGHUZHANBIQIANWUDESHENGFENWEIGUANGDONG、JIANGSU、ZHEJIANG、SHANGHAIHEBEIJING。YOULIANGDIANZHIDEZHUYI,DIYIDIANJIUSHIBEIJINGHESHANGHAILIANGGEDACHENGSHI,JUNWEILIEQIANWU,YIWEIZHUYASHILANDAIDEZHANLVEZHONGDIANSHIZAIYIERXIANCHENGSHIDE;LINGYIDIANZESHIYASHILANDAIDEXIAOSHOUDIYUJIZHONGDUGENGGAO,XIAOFEIYONGHUPAIMINGQIANWUDESHENGFENZHANBIWEI57%,ZHEYEYIWEIZHUGUOJIPINPAIZAIYIXIANCHENGSHIDEFUGAICHENGDUGENGJIZHONG,DANZAIQUDAOXIACHENSHANGSHIYOUYIDINGNANDUDE。

  POLAIYADENANXINGXIAOFEIZHEBILIDA30%,MINGXIANGAOYUYASHILANDAIDE14%。WOMENRENWEI,NANXINGXIAOFEIZHEBILIJIAOGAOZHUYAOSHIYINWEIPOLAIYASHIYIGEHUFUPINPAI,CAIZHUANGZHANBIHUANBIJIAODI。ERHUFUDUIYUNANNVSHITONGYONGDE,POLAIYAYERENSHIDAOLEZHEGEJIHUI,ZAINANXINGXIAOFEIZHECENGMIANJINXINGLEFALI。QIANXIALIYIFENGHEHUANGMINGHAOZUOWEIDAIYANREN,YIDINGCHENGDUSHANGYESHIZAIDEQIANYIMOHUADITUIJINNANXINGSHICHANGZHANLVE。NANXINGBILIDETIGAOYIWEIZHUTIANHUABANFANBEI,ZHEDUIYUZHENGGEPINPAIDEKUOZHANGYOUZHUZHONGYAOYIYI。

bwin  POLAIYANIANQINGHUACHENGDUGENGGAO。CONGXIAOFEIZHENIANLINGFENBULAIKAN,DABUFEN(75%+)XIAOFEIZHEDOUJIZHONGZAI30-49SUIZHIJIAN,XIANGBIERYAN,YASHILANDAIXIAOFEIZHEQUNTIGENGJIACHENGSHUHUA,XIAOFEIZHEQUNTINIANLINGPIANDA,20SUIYIXIAXIAOFEIZHEJIHUMEIYOU,20-29SUIXIAOFEIZHEZHANBIBUDAO10%,ER40SUIYISHANGXIAOFEIZHEZHANBIYUE45%。ZHEJIHECHANPINXINGXIANGDINGWEIYOUGUAN,YEHEJIAGEDINGWEIYOUYIDINGGUANXI。ERPOLAIYADEXIAOFEIZHEQUNTITIXIANCHUGENGNIANQINGHUADETAISHI,20SUIYIXIAXIAOFEIZHEZHAN4%,30SUIYIXIAXIAOFEIZHEYUEZHAN20%(XIANGBIERYAN,YASHILANDAIBU10%),ER40SUIYISHANGDEXIAOFEIZHEJINZHAN30%(XIANGBIERYAN,YASHILANDAIZHAN45%)。

  XIAOFEIZHECHENGSHICENGJIFENBUDEDUIBITIXIANCHULEYIXIEJIAOWEIXIANZHUDEQUBIE。ZAIXIAOFEIZHECHENGSHICENGJIDEFENBUSHANG,POLAIYATIXIANCHULEZAIDIXIANCHENGSHIDEXIANZHUYOUSHI。GUOJIPINPAIZAIZHONGGUOYEWUQUDAOXIACHENZHONGPUBIANCUNZAIFALIDEQINGKUANG,ZHEHEWENHUAHEDINGWEIYOUGUAN,YEHEGUANLICENGJIYOUYIDINGGUANXI,ERGUANGMAODESANSIXIANCHENGSHI,HUOXUSHIZHONGGUOHUAZHUANGPINGENGDADESHICHANG,ZHEZHENGSHIGUOPAIHUAZHUANGPINFAZHANDEZHONGYAOQIJI。XIANGBIERYAN,POLAIYASANXIANJIYIXIACHENGSHIXIAOFEIYONGHUZHANBIDA47%,ERYASHILANDAIDEZHANBIJIN29%。

  HUAZHUANGPINSHIYIZHONGGAOFUJIAZHIDEDESHANGPIN。SHIJISHANGBULUNSHIGAODUANDINGWEIDEHUAZHUANGPINHUANSHIDAZHONGDINGWEIDEHUAZHUANGPIN,CHENGBENDOUZHANSHOUJIADEBILIHENDI,HUAZHUANGPINSHIYIZHONGZHUGUANGANSHOUYINGXIANGJIAODADECHANPIN。WOMENTONGGUOZIRANYUYANSHIBIE,TONGGUOGUANJIANCIJIANGGOUMAIPINGLUNFENWEI“ZHENGXIANG”,“ZHONGXING”,“FUXIANG”,MORENWEIZHONGXINGPINGJIA。KEYIKANDAO,BUGUANSHIPOLAIYA,HUANSHIYASHILANDAI,ZHONGXINGPINGJIADOUSHIZHANJUEDADUOSHUDE,ERZHONGXINGPINGJIADABUFENSHIMORENHAOPING,SHUOMINGDABUFENGOUMAIHUAZHUANGPINBINGWEIYOUPINGJIA,WOMENRENWEIDABUFENRENDUIYUHUAZHUANGPINDEYAOQIU,KENENGJIUSHI“JIGE”。ERZHIDEZHUYIDESHI,YASHILANDAIDEFUXIANGPINGJIA16%,XIANZHUDUOYUPOLAIYADEFUXIANGPINGJIA6%。WOMENJIANGQIJIESHIWEI:YASHILANDAIDEJUNJIAGAOYUPOLAIYA,GOUMAIYASHILANDAIDEXIAOFEIZHE,YUQIHUIJIAOGAO,XIAOFEIZHEGENGRONGYIBUDAYUQI。XIANGBIERYAN,POLAIYADEDINGWEIXIA,QIXIAOFEIZHEDEYUQIGENGYIMANZU。

  GUONEIPINPAIXIANSHANGXIAOSHOUYIGANSHANGGUOJIYIXIANPINPAI。CONGXIAOSHOUGUIMOLAIKAN,WOMENDUIBILEPOLAIYAHEGUOWAIDAPAIYASHILANDAIJIOULAIYATAOBAOTIANMAODEXIAOSHOUSHUJU。KEYIKANDAO,POLAIYAJINLIANGNIANDEZENGCHANGSUDUHENKUAI,QUNIANLIYASHILANDAIHUANYOUJIAODAJULI,2017NIAN5YUEZHI2017NIAN12YUEPOLAIYAXIAOSHOUE4.15YIYUAN,YASHILANDAI8.22YIYUAN;ER2018NIANPOLAIYAHEYASHILANDAIDEXIAOSHOUEJIBENYIJINGCHIPING,2018NIANXIAOPOLAIYAXIAOSHOUEWEI10.82YIYUAN,YASHILANDAI11.74YIYUAN。JINLIANGNIAN,GUOCHANPINPAI,YOUQISHIGUOCHANDAZHONGHUAPINPAIJUEQIXUNSU,ZHEBEIHOUPINPAIRENZHIDUDECHENGSHICENGJIXIACHENYIJISHANGSHIHOUGENGFENGFUDEZIYUANDOUQIDAOLEZUOYONG。

bwin  ERLINGYIGETEDIANSHI,GUOJIDAPAIZAIZHONGGUOXIANSHANGXIAOSHOUYEMEIYOUXIANZHUDEYOUSHI。CHENGRANGUOJIDAPAIZAIBAIHUODENGXIANXIAGAODUANQUDAOYOUZHUMINGXIANDEXIAOSHOUYOUSHI,DANSHIZAIXIANSHANGXIAOSHOUSHANGBINGMEIYOUTIXIANCHUXIANZHUYOUSHI。GUOJIDAPAITAOBAOTIANMAOXIAOSHOUZUIDUODEOLAYHEOULAIYAXIAOSHOUGUIMODAGAIZAI17-18YIYUANZUOYOU,YEMEIYOUXIANZHUGAOCHUGUONEIPINPAI。WOMENRENWEI,ZHONGGUOSHISHIJIESHANGDIANSHANGZUIFADADEGUOJIA,ERDIANSHANGBULUNCONGZHANBIHUANSHICONGZENGSULAIKAN,DOUSHIZHONGGUOHUAZHUANGPINZUIZHONGYAODEQUDAO。ZAIDIANSHANGQUDAOSHANG,GUONEIPINPAIJUYOUGENGQIANGDELIJIELIHEDONGCHALI。WEILAI,JIYUJUDAQIEFENSANDEZHONGGUOSHICHANGHEDUIXIANSHANGGENGQIANGDESHIYINGLI,GUONEIPINPAIDEXIANSHANGXIAOSHOUGUIMOYOUWANGCHAOGUOGUOWAIPINPAI。

bwin  CIWAI,ZHIDEZHUYIDESHI,HUAZHUANGPINXIANSHANGXIAOSHOUDEFENSANCHENGDUXIANZAIHUANBIJIAOGAO,GEZHONGPINPAIHUANCHUYUZHANGUOJIEDUAN,JIN12GEYUETAOBAOTIANMAOXIAOSHOUGUIMOZUIDADEOULAIYASHIZHANLVYEJINWEI1.73%。

bwin  POLAIYAZENGSUXIONGJUQIANLIE。WOMENCONG18NIAN5YUEKAISHIJIANCEALIXIQUDAO(TAOBAOTIANMAO)GEPINPAIDETONGBIZENGSU。KEYIKANCHU,POLAIYA18NIANDUOGEDANYUEDEALIZENGSUDAYUEZAI100%,KAOLVDAOYOUDAZHE,YOUHUIQUANDENGWUCHAQINGKUANG,SHIJIZENGSUYEZHISHAOCHAOGUO70%+,ZHEGEZENGSUHEGUOJIDAPAIHEBENTUPINPAIXIANGBIXIONGJUQIANLIE。YIDINGGUIMODEGUOJIPINPAIZHONGJINYOUOLAYJINNIANMOUJIGEYUEDEZENGSULVEGAOYUPOLAIYA,POLAIYADEDANYUEZENGSUGAOYUDABUFENGUOJIHUAZHUANGPINPINPAI。ERZAIBENTUGUIMOJIAODADEPINPAIZHONG,POLAIYAJINNIANDEZENGSUKEYISHUOSHIZUIKUAIDE。

bwin  BUTONGPINPAIZENGSUFENHUAJIAODA,HUOCUNZAIMOCHONGSHIZENGCHANG。XIANSHANGQUDAOLAIKAN,BUTONGPINPAIZENGSUFENHUAJIAODA,GUOJIPINPAIZHONG,YOUOLAY、OULAIYAZHEZHONGZENGSUJIAOKUAIDE,YEYOUZISHENGTANG、YASHILANDAIZHEZHONGZENGSUBUKUAIDEPINPAI,ERGUONEIBUTONGPINPAIDEZENGSUYEYOUJIAODAFENHUA。WOMENRENWEI,HUAZHUANGPINPINPAIXIANSHANGXIAOSHOUDEZENGCHANGHEZHANLVE、DINGWEIHETOURUXIANGGUAN,KENENGSHIMOCHONGSHIDE,ERBINGFEIWENDINGDE,XUYAOGUANZHUXIANSHANGXIAOSHOUZENGCHANGDECHIXUXING。

bwin  BAOKUOPOLAIYAZAINEIDEGUONEIPINPAIPUBIANHUANSHIPIANDAZHONGDINGWEI。WOMENDUIBILEOLAY、OULAIYA、YASHILANDAI、LANKOUDENGGUOWAIPINPAI,YIJIPOLAIYA、BAIQUELING、ZIRANTANG、MOFASHIJIA、YUNIFANGHEBAICAOJIDENGGUONEIPINPAIDETIANMAOQIJIANDIANCHENGJIAODANJIA。KEYIKANDAO,GUONEIPINPAIPUBIANHUANSHIPIANDAZHONGDINGWEI,XIANYUANZHIJIAN,ERGUOWAIDAPAIXIANYUAN,CHANPINDINGWEIYOUMINGXIANCHAYI。

  DIANSHANGSHIWOGUOHUAZHUANGPINXINGYEJINNIANLAIZUIQIANGSHIDEQUDAO,XIANSHANGXIAOFEIZHEHUAXIANGDEFENXIDUIYUYANJIUPOLAIYADEJINGZHENGZHANLVEJUYOUZHONGYAOYIYI。2018NIANWOGUOHUAZHUANGPINXINGYESHICHANGGUIMOYUJIJIEJIN4,000YIYUAN,JINSANNIANLAI,ZHONGGUOHUAZHUANGPINDIANSHANGQUDAODEFUHEZENGSUDADAO35%+,SHIZUIQIANGSHIDEQUDAO,YESHIHUAZHUANGPINPINPAIDEBINGJIABIZHENGZHIDI。XIANNIANYILAIZUIZHONGYAODEZENGCHANGYINQING,YUJIGONGSI2018NIANXIAN%ZUOYOU,XIAOSHOUZHANBIJIANGCHAOGUO40%,XIANSHANGXIAOFEIZHEHUAXIANGDEFENXIDUIYUYANJIUPOLAIYADEPINPAIDINGWEIHEJINGZHENGZHANLVEJUYOUZHONGYAOYIYI。

bwin  XIAOFEIZHEXINGWEIFENXIZONGJIE:CONGXIANSHANGXIAOFEIZHEXINGWEIFENXILAIKAN,WOMENCONGXIAOFEIZHEDIYUFENBU、XINGBIEFENBU、NIANLINGFENBU、CHENGSHICENGJIFENBUHEYUQINGFENBUDENGJIGEWEIDUDUIPOLAIYAHEGUOJIPINPAIYASHILANDAIJINXINGLEDUIBI。DEDAOYIXIAJIELUN:

  ①ZHENGTILAISHUO,HUAZHUANGPINHUANSHIZAIJINGJIFADADESHENGFENXIAOSHOUGENGHAO,SHIJINGJIFAZHANDAOYIDINGCHENGDUHUIGENGHAODIFAZHANDEXIAOFEIPIN;

bwin  ②POLAIYADEXIAOFEIZHEDIYUFENSANCHENGDUGAOYUYASHILANDAI,XIAOFEIYONGHUSUOZAISHENGFENDECR5ZHANBIWEI40%,ERYASHILANDAICR5YUE57%;CIWAI,BEIJINGSHANGHAIZUOWEIYIXIANCHENGSHI,ZAIYASHILANDAIDEQIANWUSHENGFENZHONG,ERBUZAIPOLAIYADEQIANWUSHENGFEN,SHUOMINGPOLAIYAKENENGWEIJIANGYIXIANCHENGSHIZUOWEIZHUZHANCHANG,TIXIANCHUPOLAIYA“NONGCUNBAOWEICHENGSHI”ZHANLVEHEZHONGDUANFUGAIDEGUANGFAN。

bwin  ③CONGXIAOFEIZHECHENGSHICENGJIFENBULAIKAN,POLAIYASANXIANJIYIXIACHENGSHIXIAOFEIYONGHUZHANBIDA47%,ERYASHILANDAIZHANBIJIN29%,POLAIYADUISANSIWUXIANSHICHANGGENGJIASHUXI,QUDAOXIACHENNENGLIGENGQIANG。ERGUOWAIDEHUAZHUANGPINZAIXIAOFEIZHECHENGSHICENGJIXIACHENSHANG,HUANSHILISUOBUDAIDE,ZHEHECHANPINDINGWEI、DUIZHONGGUODERENZHIYOUGUAN,YEHEZUZHIGUANLIJIAGOUYEYOUGUAN。

bwin  ④CONGNIANLINGFENBULAIKAN,POLAIYAXIANZHUBIAOXIANCHUGENGNIANQINGHUADEFENBU,40SUIYISHANGDEXIAOFEIZHEJINZHAN30%,XIANGBIERYAN,YASHILANDAIZHAN45%,SUIZHUSHIJIANDETUIYI,NIANQINGHUADEXIAOFEIZHEQUNTIFENBUHUIGENGJUYOUCHANGQIJINGZHENGLI。

bwin  ⑤CONGXINGBIEFENBUQINGKUANGLAIKAN,POLAIYANANXINGXIAOFEIZHEZHANBIGENGGAO,DA30%,YASHILANDAIZHAN14%。NANXINGZHANBIGENGGAO,DAIBIAOGENGDUOYUANHUADEXIAOFEIZHEQUNTI,DUISHICHANGKONGJIANDETUOZHANSHIYOULIDE。

  ⑥CONGYUQINGFENBULAIKAN,DABUFENHUAZHUANGPINPINPAIXIANSHANGPINGJIADOUSHI“MORENHAOPING”,ERPOLAIYADECHAPINGBILIXIANZHUXIAOYUYASHILANDAI,ZHEHEXIAOFEIZHEDINGWEIHEXINLIYUQIYOUGUAN,POLAIYAGENGZHUANZHUYUDAZHONGHUAXIAOFEIZHE。

bwin  XIAOSHOUSHUJUFENXIZONGJIE:CONGXIANSHANGXIAOFEIDEXIAOSHOUSHUJULAIKAN,WOMENCAIQULETAOBAOTIANMAOXIAOSHOUEDESHUJU,DUIBAOKUOPOLAIYAZAINEIDEGUONEIWAIPINPAIJINXINGLEHENGXIANGHEZONGXIANGDEDUIBI,DEDAOLEYIXIAJIELUN:

bwin  ①CONGALIDEXIAOSHOUGUIMOLAIKAN,GUOCHANPINPAIBINGBUXUNYUGUOJIDAPAI,ZHEHEZHONGGUOTESHUDEDIANSHANGTURANGYOUGUAN。ZUIJIN12GEYUE,GUOJIDAPAIXIAOSHOUEZUIDUODEDAGAIZAI17-18YIYUAN,ERGUONEIPINPAIKEYIDADAO13-14YI。POLAIYAZUIJIN12GEYUEXIAOSHOUEDAYUE11YIYUAN,YIJISHENGUONEIPINPAIDIYITIDUI,MUQIANPOLAIYADEZENGCHANGSHIJISHANGZHUYAOJIUSHILAIZIYUDIANSHANG,2018NIANPOLAIYADIANSHANGXIAOSHOUZHANBIYUJIZAI40%-45%,XIANSHANGSHIGUOCHANHUAZHUANGPINPINPAINIXILIQI。

  ② CONGXIAOSHOUZENGSULAIKAN,18NIANJI19NIAN1-2YUE,POLAIYASHIGUONEIWAIPINPAIZHONGZENGSUFEICHANGKUAIDE,ALIQUDAODUOGEDANYUEYOUJIEJINFANBEIDEZENGSU,ZHIYOUOLAYHEPOLAIYASHITONGYITILIANGDEZENGSU。DANSHIZHIDEZHUYIDESHI,HUAZHUANGPINPINPAIXIANSHANGDEZENGSUSHIFENHUAHENDADE,YUZHANLVE、DINGWEI、JIEZOUXIANGGUAN,KENENGSHIMOCHONGSHIDE,SUOYIYEXUYAOZHUYIDIANSHANGZENGSUXIAJIANGDEFENGXIAN。

bwin  ③CONGCHANPINDINGWEIKAN,GUONEIPINPAIHUANSHIPIANDAZHONG。WOMENDUIBILEOLAY、OULAIYA、YASHILANDAI、LANKOUDENGGUOWAIPINPAI,YIJIPOLAIYA、BAIQUELING、ZIRANTANG、MOFASHIJIA、YUNIFANGHEBAICAOJIDENGGUONEIPINPAIDETIANMAOQIJIANDIANCHENGJIAODANJIA。KEYIKANDAO,GUONEIPINPAIPUBIANHUANSHIPIANDAZHONGDINGWEI,XIANYUANZHIJIAN,ERGUOWAIDAPAIXIANYUAN,CHANPINDINGWEIYOUMINGXIANCHAYI。

  TOUZIJIANYI:YUJI2018NIANGONGSIXIAN%。XIANGBIGUOJIDAPAIYASHILANDAI,POLAIYADEXIAOFEIZHEDIYUFENBUGENGFENSAN、SANXIANJIYIXIACHENGSHIXIAOFEIYONGHUZHANBIGENGGAO、YONGHUNIANQINGHUACHENGDUGAO、NANXINGXIAOFEIYONGHUZHANBIGENGGAO。19NIAN1YUEHE2YUE,POLAIYATIANMAOQIJIANDIANTONGBIZENGSUFENBIEWEI83%HE98%,POLAIYATIANMAOTAOBAOXIAOSHOUETONGBIZENGSUFENBIEWEI68%HE79%,ZAIGUONEIWAIPINPAIZHONGWEIJUQIANLIE。WEILAIJIYUJUDAQIEFENSANDEZHONGGUOSHICHANGHEDUIXIANSHANGGENGQIANGDESHIYINGLI,GONGSIXIANSHANGXIAOSHOUGUIMOYOUWANGCHAOGUOGUOJIPINPAI。YUJIGONGSI2019-2020NIANGUIMUJINGLIRUNFENBIEWEI3.68/4.66YIYUAN,TONGBIZENGCHANG34.98%/26.61%,DANGQIANSHIZHIDUIYINGPEFENBIEWEI32.3/25.5BEI,WEICHIPINGJI。

  HUAZHUANGPINXIAOFEIZENGSUFANGHUAN:RUOGUONEIHONGGUANJINGJIFASHENGJINYIBUBODONG,JINGJIZENGCHANGCHIXUFANGHUAN,WOGUOSHEHUIXIAOFEIPINLINGSHOUZONGEYIKENENGCHUXIANZENGSUCHIXUFANGHUAN,XIAOFEIZHEDUIHUAZHUANGPINDEXIAOFEINENGLIYEKENENGSHOUDAOYINGXIANG。

bwin  CHANPINZHILIANGFENGXIAN:HUAZHUANGPINSUIRANSHIYIZHONGANQUANFENGXIANJIAODIDESHISHANGLEIXIAOFEIPIN,DANRUGUOCAIGOUDEYUANCAILIAOCHUXIANZHILIANGWENTI,QIEZAISHENGCHANGUOCHENGZHONGWEINENGJIANCECHUXIANGGUANWENTI,XIAOFEIZHESHIYONGKENENGYOUFAGUOMINHUOQITABUSHIXIANXIANG,CONGERDUIXINGYEHEQIYEZAOCHENGBULIYINGXIANG。

  NENGFOUZHUNQUEBAWOSHICHANGCHAOLIUHEXIAOFEIZHEPIANHAOBIANHUAQUSHIDEFENGXIAN:HUAZHUANGPINXIAOSHOUSHOUXIAOFEIZHEPINWEIHEPIANHAOBUDUANBIANHUADEYINGXIANG,YAOQIUQIYENENGBUDUANKAIFACHUSHIXIAODUILUDECHANPIN。YINCIXINGYEMIANLINBUNENGCHONGFENLEJIESHICHANGXUQIUXINXI、TIGAOYANFASHEJINENGLI,YINZHIDEBUNENGZHUNQUEBAWOSHICHANGCHAOLIUHEXIAOFEIZHEPIANHAOBIANHUAQUSHIDEFENGXIAN。

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