2025，拼多多在消灭“不包邮区”的路上越走越远

新京报2025-12-29

西藏墨脱，雅鲁藏布江大峡谷深处，当清晨的阳光照亮山间的作坊，旺姆已经开始了一天的工作——查看在拼多多上收到的石锅订单，准备打包发往全国各地。每一口石锅，都承载着墨脱的乡土气息与手作温度，如今正通过电商平台，走进天南海北的千家万户。2012年，旺姆与丈夫贷款在墨脱县城开了一家石锅店。那时县城还没通公路，石锅出山途中运输损耗很大，让夫妻俩直发愁。如今，他们已成为墨脱小有名气的石锅商人，每年卖出四五百...

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zone\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDD":1.98},"content_text":"西藏墨脱，雅鲁藏布江大峡谷深处，当清晨的阳光照亮山间的作坊，旺姆已经开始了一天的工作——查看在拼多多上收到的石锅订单，准备打包发往全国各地。每一口石锅，都承载着墨脱的乡土气息与手作温度，如今正通过电商平台，走进天南海北的千家万户。2012年，旺姆与丈夫贷款在墨脱县城开了一家石锅店。那时县城还没通公路，石锅出山途中运输损耗很大，让夫妻俩直发愁。如今，他们已成为墨脱小有名气的石锅商人，每年卖出四五百口石锅。从生产工具、包装材料到店铺陈设，甚至日常用品，旺姆大多通过拼多多采购。电商不仅为她打开了创业新思路，也悄然改变着她的生活方式。旺姆的故事并非个例。在河北平原深处，于琳娜借助多多买菜为村里老人开辟便捷的购菜渠道；在湖南山区，驻村书记助理胡英杰经常为独居老人捎取快递；在西藏昌都，刘霞通过手机为2000公里外的孩子拼单水果与绘本……他们与旺姆素未谋面，却在即将结束的这一年经历着同一种改变：仅凭一部手机、一个电商平台、一条物流通路，就在各自生活的地方，搭建起一座座通往幸福生活的“桥”。这座“桥”，让山里的老人尝到了新鲜水果，让边民的手艺走向全国，让驻村的年轻人安心扎根，也让相隔千里的亲人时时相连。2025年，拼多多上下单的这些普通人，正以自己的方式，重新诠释“连接”的意义。墨脱县城。\n全国最后一个通公路的县，也包邮了墨脱县位于西藏自治区东南部、雅鲁藏布江中下游，是世界屋脊的低谷。这里自然资源丰富，素有“莲花宝地”之称。墨脱石锅是当地独有的特产，采用雅鲁藏布江沿岸稀有的天然皂石凿制而成，富含多种微量元素，且具有优良的保温性能。旺姆的创业之路始于一种轻量化的商业模式。起初，她以约550元的单价，从乡亲们手中收购手工制作的石锅，然后拿到县里去卖。那时没有公路，石锅出山全靠马匹驮运。一匹马两侧各悬挂5口锅，在崎岖山路上跋涉整整一天，才能抵达可通车的地方，之后再装车转运至县城。“运输途中石锅常有破损，看着很心疼。”旺姆回忆道，她第一次应客人要求寄送石锅时，单口石锅运费高达380元。当时的客户主要是零散游客，生意规模非常有限。墨脱创业者旺姆给石锅刷油。张淼摄\n转机发生于2013年——历经52年、前后5次修建的墨脱公路正式通车，标志着全国实现了“县县通公路”的历史性跨越。这条路彻底改变了当地人的生活：游人如织，物流运输也更加便利。当电商消费的“浪潮”翻山越岭抵达峡谷，旺姆的生活随之被点亮。2022年左右，她在拼多多上开店铺卖石锅，生意逻辑从此开始转变。线上店铺吸引了天南海北的买家，每一笔快递订单都像是为旺姆点亮的坐标，将生意版图向外延展，最远的一笔订单甚至来自香港。外地餐饮商家被墨脱石锅的独特魅力吸引，开始提出定制需求——独特LOGO、特定尺寸、各式花样，订单稳步增长。在墨脱县城的新家里，旺姆开心地拆快递。张淼摄\n为应对批量化与个性化的市场需求，旺姆早在2020年就创办了加工厂，引入机器自行生产，恰好满足了订单款式多样化的需求。她的经营模式也从单纯零售转向“零售+批发”并行，灵活运用批发价，薄利多销，带动销量显著增长。如今，她每年能售出四五百口石锅，其中线上渠道贡献百余口，其余则来自游客和餐厅订购。订单数量达到一定规模后，一口锅的快递成本，如今也大幅降至140元。刘霞所在驻村地的藏民。消费者供图\n在距离墨脱600多公里外的昌都普然村，刘霞正经历着另一场由“连接”带来的改变。2018年，这位湖南姑娘通过选拔来到西藏工作，被分配到海拔3600米的普然村。这里只有一条水泥路进出，村民人均年收入仅两万元出头。初到西藏时，网购还是一种奢侈且不便的服务。当时能对西藏地区发货的电商寥寥无几，这里气候相比湖南干燥得多，刘霞在传统电商平台网购的护手霜、面膜都要满100元才发货。而且，快递都要先发往拉萨，再转运至昌都，前后耗时半个月，她也经常要跑到县里或市里取件。2021年怀孕期间，刘霞在贵州休假，渐渐习惯在拼多多上购买零食和母婴用品。产假结束后回到西藏，她对拼多多更加依赖。除了采购工作所需物料，她还从拼多多买来种子、营养土、花盆、蔬菜架，在村里种起了菜。“有一次我接到快递员电话，拼多多把我买的几件商品用尼龙袋紧紧打包在一起，一次性送到了村里。” 今年以来，拼多多“千亿扶持”计划加速推动电商西进，保持西进商品二段运费减免的政策不变，从“物流”层面持续释放低成本与广覆盖的红利；同时，通过“商家回馈计划”，针对西部地区的热点需求发放优惠券，倾斜补贴、流量等资源，推动优质商品与服务“进得来、送得到、买得起”，让城乡消费者共享“普惠消费圈”。“以前村民取快递得冒险走山路，现在直接送到村委会，既安全又省时。”刘霞说，西藏本地水果价格高昂，云南橙子在昌都售价可达17元一斤，而在拼多多上，她能用20多元买到10斤。除此之外，云南的佤味鸡爪、广东的甜腊肠、四川的麻辣香肠，还有家乡的腊肠、豆豉等特产也能轻松网购。“想吃家乡菜了，就上拼多多买点。”不仅是平台与消费者的连接在加强，村民之间的连接也越来越多。刘霞买了水果会分给村民，“分享出去，我收获了双倍的快乐”；有时候去村民家帮忙，还有人会硬塞给她自家种的土豆。“虽然我语言不通，但只要我出现，每家都会留我喝茶吃饭。”刘霞说。夏季牧场，刘霞与村民在一起。消费者供图“拼团”成数字时代的新乡俗在河北平泉市山坳里的一处小村庄，于琳娜爷爷家院子的门从来不关，这是他新养成的习惯——家里成了多多买菜的自提点后，邻居们时常会来到这里取货。之所以说村庄“小”，是因为常住人口只有30余人，且几乎全是老人。去年4月，奶奶生病，23岁的于琳娜回到家乡照顾老人。彼时，于琳娜才发现村里购物非常不便，没有超市，最近的集市在三公里外。76岁的爷爷需要骑着三轮车到镇上赶集买菜。“集市一个月只开6天，村里会有老人因为记错时间而错过集市。没有集的时候，只能家里种什么就吃什么。”于琳娜说，玉米是村里种得最多的农产品。她尝试在多个社区团购平台下单，最近的自提点设在4公里外，对于老人而言，这与去集市的距离和难度不相上下。最终，她发现只有拼多多旗下的多多买菜能够配送到这个偏远山村，但要先建一个自提点。她当机立断，把自提点设在了爷爷家，还将这个消息发在全村群里，许多在外打工的子女们纷纷为家中老人下单。于琳娜向村民奶奶演示如何使用多多买菜。金家伟摄渐渐地，于琳娜家里的生活在静静“变革”：患有糖尿病的奶奶第一次喝上了无糖酸奶，一辈子种玉米的爷爷尝到了人参果、牛油果。广西的海鸭蛋、舟山的带鱼、东北的大拉皮……天南海北的味道都涌进了小村庄，甚至还有赶时髦的老人吃上了网红螺蛳粉。只要于琳娜在家，她都会在陪奶奶遛弯的时候，亲自把商品送到村民家中。自提点开了一年多，村民们早已习惯了它的存在。来往之间，村里人与人的关系更密切。2026年即将到来，于琳娜也将放寒假回到爷爷奶奶身边。于琳娜知道，等到过年前，会有很多人在自提点下单，那时将是她家小院最热闹的时候。于琳娜将分拣好的商品根据订单信息分别装袋。金家伟摄同样的“补给站”故事，正在湖南石门的群山间上演。在驻村书记助理胡英杰看来，城市里习以为常的“取快递”，在乡村却是衡量便利与平等的一把尺。今年6月，胡英杰从中南林业科技大学研究生毕业，来到湖南石门壶瓶山镇做驻村书记助理。沿着这些年新修的省道、乡道蜿蜒而上，三个小时车程后，他才抵达群山环抱中的村落。选调生进村，“开局一张床”，其他生活用品都需自己置办。村里没有超市，村民需要柴米油盐，要么等到赶集日，各路商贩将物资从县城拖来后采买；要么结伴上20公里外的镇上采购，大家互相搭便车，或者走上一个小时的路，但有些商品镇上没有，只有县城才有。驻村之前，胡英杰担心许多生活用品买不到，于是在拼多多提前下单。“我的第一个快递，是一瓶沐浴露。结果，人还没到村子，快递却先到了。”不到半年时间，胡英杰已是村里快递网点的常客，也是一个乡村变迁的观察者。村里不少老人都学会了拼多多，“大家互相帮忙捎带快递”已发展为一种社交。胡英杰发现，“大家捎带最多的是日用品、米面油，以及各种农具。物流时效也从以前的5-7天，缩短到现在的3天左右。”最近，临近年关，村里网购订单增加，一些快递公司的车辆会在固定时间停靠村口，方便村民们统一前来取件。在胡英杰看来，电商的便捷实惠不仅属于城市，同样服务于乡村，让更多村民和基层工作者也能享受到时代的红利。“团长”于琳娜发菜了。金家伟摄2026，拼点好东西，拼点新东西刘霞的儿子快4岁了。因为驻村工作繁忙，刘霞每年只能回一次老家，孩子留在老家由婆婆照顾。相隔2000多公里，刘霞靠着一件件快递包裹传递对孩子的爱和思念。寒假临近，她在拼多多上给儿子买了不少东西：云南西双版纳的拇指小玉米以及十斤苹果，补充营养；科普、军事类图书，讲述自我保护知识的法律绘本，让孩子扩大知识面。以前没有电商，婆婆只能自己到镇上采购。现在刘霞只需线上下单，包裹就能送到家门口，再告诉家人商品怎么使用就好。“这些快递，能把我对家人的关心传递回去，拉近我和他们的距离。”2025年，对刘霞影响最深远的购物，是一本本书籍。这不仅丰富了知识，通过阅读与写作，她完成了内心的自我疗愈与重建，并结合自身情况和感悟，沉淀出了一部12万余字的人生书稿。对于即将到来的2026年，她希望能阅读更多书籍，创作更多关于西藏的故事。刘霞从拼多多上购买的云南红河州的橙子，包邮到昌都。消费者供图胡英杰在石门县壶瓶山镇工作已满半年，逐渐融入了这里的风土人情。他敏锐地察觉到，电商正在重塑当地的生产、生活。过去老乡修剪果树全靠普通弹簧修枝剪，如今他们会在拼多多上购买省力、高效的电动修枝剪，价格比镇上农具店便宜不少。农事效率提升，犹如一个开关，加速了乡村产业发展的新可能，生猪养殖、茶叶和中药材种植等产业正在这片山野里扎根生长。作为驻村书记助理，胡英杰时常思考如何帮助村民提高收入。在拼多多上看到许多通过电商致富的农户，他也想把这套模式引入村子。但如何让村里农产品通过这些渠道走向更广的市场，继而生成一条乡村可持续发展产业链，是胡英杰一直在思考和解决的课题。今年4月，拼多多推出“千亿扶持”计划，加码推动电商西进。很多不包邮就被拖延或压制的需求得到释放。旺姆的二次创业——民宿，就在这一背景下得到快速发展。墨脱创业者旺姆用网购的工具打磨石锅。张淼摄随着雅鲁藏布江下游水电工程在墨脱破土动工，旺姆判断未来可能会有游客到来，于是利用表哥的空房开起了村里第一家民宿。以往本地商品选择有限，进货成本也高。如今，她的首选变成了网购。民宿里几乎所有的软装和消耗品，她都从拼多多购置。大至沙发、露营天幕，小到牙刷、一次性拖鞋，商流的畅通让边境小城也能轻松复刻城市的露营风格。“只要不易损坏、能寄到的，都会从网上买。实在买不到的才会在本地采购。”距离春节还有一个多月，旺姆早早地从拼多多上屯好了春联、糖果和干果。“在拼多多上赚的钱，也爱在拼多多花。”旺姆笑着说，在民宿运营上投入，是为了把生意做得更好。民宿门前，旺姆从拼多多买的大红灯笼已然挂上。它们照亮的不只是一方院落，更是一个由电商点亮的、充满希望的新年。新京报记者 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