一年注册841家，“俄罗斯商品馆”的真实内幕

BILINGUAL NEWS

近年来，中国出现了许多名称为“俄罗斯商店”的便利店。这些店铺通常通过装饰和商品来营造俄罗斯文化的氛围。然而，随着市场调查的深入，发现许多店铺的商品，包括食品和饮料，其实是在中国、越南等地生产的，而非俄罗斯。

图源网络Is a Russian sausage still Russian, even if it's made in China?在中国制造的俄罗斯香肠还算俄罗斯货吗？That's the question dogging the thousands of self-proclaimed "Russian" convenience stores that have popped up across China in recent years.这是近年来困扰中国各地涌现的数千家自诩为"俄罗斯"便利店的问题。With slogans like "fighting nation" or "hardcore products" and shelves stocked with vodka, chocolates, and matryoshka dolls, these stores promise a slice of Russian culture. Even their blue-and-white decor and branding evoke the country. But behind the scenes, many are more Chinese than they appear.这些店铺打着"战斗民族"或"硬核产品"的旗号，货架上摆满了伏特加、巧克力和套娃，承诺提供俄罗斯文化的一角。甚至连蓝白相间的装饰和品牌形象也让人联想到俄罗斯。但在幕后，许多店铺比表面看起来更"中国化"。On Jan. 9, authorities in Shanghai announced cases against seven of the city's 47 Russian-themed stores, accusing them of misleading customers about the origins of their products. Some stores have been ordered to close, while others face penalties or have been required to more clearly label domestically produced goods.1月9日，上海有关部门宣布对全市47家俄罗斯主题商店中的7家立案调查，指控其误导消费者商品产地。一些店铺被责令停业，另一些则面临处罚或被要求更明确地标注国产商品。The action follows a wave of media investigations in December. A report by Jiemian News found a significant portion of the food products on offer at "Russian State Houses" — actually several similarly branded but distinct franchises with no ties to the Russian government — were produced in China.此前，去年12月媒体掀起了一波调查热潮。界面新闻发现，"俄罗斯商店"（实际上是几家品牌相似但互不关联的特许经营店，与俄罗斯政府无关）销售的大量食品产自中国。

图源网络A follow-up by business outlet Blue Whale Finance found that domestically produced products accounted for roughly 20% of items sold at Russian goods stores.商业媒体蓝鲸财经的后续调查发现，俄罗斯商品店销售的商品中，国产商品约占20%。The spread of Russian goods in China stores dates to early 2022, when an e-commerce outlet associated with the Russian embassy went viral on Chinese social media, gaining nearly 200,000 followers in a day and selling out of most popular items.俄罗斯商品在中国店铺的流行始于2022年初，当时一家与俄罗斯大使馆有关的电商平台在中国社交媒体上走红，一天内吸引了近20万粉丝，*受欢迎的商品几乎售罄。There were four officially sanctioned Russian State Houses in China as of November, according to domestic media reports. Authorized by the Russian Ministry of Agriculture and the Russian Export Development Center, they promote Russian-made goods to Chinese consumers.据国内媒体报道，截至去年11月，中国有四家官方授权的"俄优品"店铺。这些店铺由俄罗斯农业部和俄罗斯出口发展中心授权，向中国消费者推广俄罗斯制造的商品。But that total is dwarfed by the number of unofficial Russian product-related companies that have opened in China since 2022. A January search on Chinese industry intelligence platform Qichacha found 3,342 companies in China related to "Russian goods". In the first 10 days of 2025 alone, 25 new Russian goods companies were registered.但自2022年以来，中国开设的非官方俄罗斯产品相关公司的数量远远超过了官方店铺。1月在中国行业情报平台企查查上搜索发现，中国有3342家与"俄罗斯商品"相关的公司。仅2025年前10天，就有25家新的俄罗斯商品公司注册。Many are linked to Chinese franchises such as EBiiXiong, Emanduo, Okeshi, Russian Goods Select, and UNAVITA. These chains — which adopt similar branding to, but have no actual ties with the Russian embassy — promise to sell "Russian" goods to curious Chinese consumers.许多店铺与中国加盟品牌（意译）有关，如俄比熊、俄满多、俄刻食、俄品优选和优娜维塔。这些连锁店采用与俄罗斯大使馆相似的品牌形象，但实际上并无关联，它们向好奇的中国消费者承诺销售"俄罗斯"商品。Ads targeting potential franchisees have been promoted widely on Chinese social media. In a video posted to Douyin, the Chinese version of TikTok, a person claiming to be the co-founder of the EbiiXiong chain says that a newly opened Russian goods store in the central city of Changsha earned 100,000 yuan ($13,700) in its first three days of operation.针对潜在加盟商的广告在中国社交媒体上广泛传播。在抖音上发布的一段视频中，一位自称是俄比熊连锁店联合创始人的人表示，中部城市长沙一家新开的俄罗斯商品店在开业前三天就赚了10万元。Many of these claims have since been called into question, however, with some consumers questioning whether the whole business model is an "IQ tax" — a Chinese phrase for a scam targeting gullible shoppers.然而，许多说法后来遭到质疑，一些消费者质疑整个商业模式是否是"智商税"——一个中文短语，指针对易受骗购物者的骗局。On social media, many users have criticized the stores for false advertising. "I'm curious what the people selling 'Russian mangoes' were thinking," reads one upvoted comment on Instagram-like Xiaohongshu.在社交媒体上，许多用户批评这些店铺虚假宣传。在类似Instagram的小红书上，一条高赞评论写道："我很好奇卖'俄罗斯芒果'的人是怎么想的。"Regulators across China have responded to the controversy by ordering inspections of Russian-themed stores.中国各地的监管机构已下令对俄罗斯主题商店进行检查，以应对争议。In Shanghai, market officials announced the closure of some stores this week and ordered others to more clearly identify domestically produced goods. A social media account belonging to the Shanghai Administration for Market Regulation posted a photo of a sign for a "Russian Goods Store" that had been hastily changed to "Sino-Russian Mutual Trade Goods Store".在上海，市场监管部门本周宣布关闭部分店铺，并责令其他店铺更明确地标识国产商品。上海市市场监督管理局的社交媒体账号发布了一张"俄罗斯商品店"招牌的照片，该招牌已被匆忙改为"中俄互贸商品店"。In Beijing, at least one store was closed after the owner failed to provide paperwork on its imported goods, according to local media.据当地媒体报道，在北京，至少有一家店铺因店主未能提供进口商品的文件而被关闭。Deng Haoxian, a Ph.D. candidate studying Russian public diplomacy and nation branding at Hong Kong Baptist University, said the appeal of the stores may be stronger among older generations. "In my family, that generation has a more favorable impression of Russia and might relate more deeply to Russian national narratives," he told Sixth Tone.香港浸会大学研究俄罗斯公共外交和国家品牌的博士生邓浩贤表示，这些店铺的吸引力可能在老一辈人中更强。"在我的家庭中，那一代人对俄罗斯的印象更好，可能更深刻地认同俄罗斯的国家叙事，" 他告诉第六声。While visiting a Russian goods store in Shenzhen as part of his fieldwork, Deng found many of its products were made in countries other than Russia, including Vietnam, Kazakhstan, and China. He also said two of the products for sale came from Ukraine, one of which was labeled as "Munich beer".在深圳一家俄罗斯商品店进行实地考察时，邓发现许多商品产自俄罗斯以外的国家，包括越南、哈萨克斯坦和中国。他还说，销售的商品中有两种来自乌克兰，其中一种标为"慕尼黑啤酒"。Deng believes the stores are unlikely to have a long shelf life in China. "Most people visit out of curiosity and purchase very little, mostly for novelty's sake," he said.邓认为这些店铺在中国不太可能有长久的生命力。"大多数人出于好奇去参观，购买的却很少，大多是为了新奇，"他说。

图源网络Nevertheless, Deng said he took advantage of his trip to stock up on Russian-made liquor. While paying for a few bottles at the register, he was told he'd won a prize: A 50-ruble (3.7 yuan) banknote.不过，邓表示他利用这次旅行囤积了一些俄罗斯制造的酒。在收银台为几瓶酒结账时，他还被告知中奖了：一张50卢布（3.7元）的钞票。来源：每日英语听力等—— END ——