舌尖上的機會：淘寶商用廚電市場規模超百億
賣冰品的炒冰機、食堂師傅炒菜的大鍋、飯店用的殺魚機……在你看不見的地方，這些餐飲設備組成的淘寶商用廚電市場已經長到了百億級規模，成為又一新的藍海市場。
淘寶上除了消費，還有生產力。商用廚電行業小二燕左吿訴記者，這個市場中很多店鋪都是產業帶以及中小型工廠，服務的絕大多數買家都是個體創業者。
商用廚電市場在淘寶的蓬勃發展，和兩個因素有關：個體創業者小眾又多元的採購需求爆發、直播等工具進一步解決了信任問題。
和連鎖餐飲店擁有完整的供應鏈不同，個體創業者很少有直接接觸工廠的渠道，更沒有產品的議價權。王先生在陝西榆林米脂縣開了多年的小賣部，他吿訴記者：“我的店就開在學校附近，前兩年打算賣關東煮和棉花糖，但我也不懂行，在當地找不到機器，後來是上淘寶買的。”像王先生這樣的買家在淘寶上並不是個例。燕左説，他們當初關注到商用廚電這個市場，有一個很重要的原因是希望讓每個創業者都能擁有平等的採購機會。
對商用烤箱、麻辣燙展示櫃等高單價的商品而言，解決信任問題是店鋪發展的前提。就像淘寶店“銀錚商用廚具”的負責人趙夢鑫所説，商用廚電是一個專業門檻很高的行業，不懂行的人很難了解兩個不同廠家生產的機器到底有什麼區別。為此，他們也在不斷嘗試直播、短視頻等動態展示的途徑，也會邀請買家來線下展廳參觀。
和辦公傢俱等市場不太一樣，商用廚電設備的銷售和每個地區的飲食習慣息息相關。在這個行業深耕多年的淘寶店負責人吳爭觀察到，像北方地區的麪條機賣得很好，米粉機的大部分銷量都集中在雲貴川，廣東買家則喜歡購買魚丸機。
公開數據顯示，全國餐飲行業中超9成為個體户，這也意味着餐飲行業有龐大的個性採購需求。無論是趙夢鑫這樣出身在“商廚世家”的廠二代，還是吳爭這樣專注電商運營的年輕人，都是看中了這個市場的潛力，紮根在能為個體創業者提供服務的領域裏。
數據顯示，2020年4月到2021年3月期間，淘寶新增活躍商家數創下了2017年以來5個財年的最高值。健康的商業生態和規範的平台治理讓這些商家擁有廣闊的成長空間，也和不斷爆發的新興消費需求形成了正向循環。
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