Core Viewpoint - Instant retail is recognized as the fifth revolution in the retail industry, focusing on matching "instant demand" with "instant fulfillment" through digital technology, with a target fulfillment time of 30 minutes to 1 hour [1] Group 1: Market Dynamics - Instant retail is currently dominated by three major platforms: Meituan Flash Purchase, JD Instant Delivery, and Taobao Flash Purchase & Ele.me, with Meituan Flash Purchase having a significant competitive edge due to its established logistics network [1] - A recent competition has emerged among these three platforms for market share, while Douyin has opted for an indirect approach by promoting a "next-day delivery" model instead of directly entering the instant retail battle [1][6] Group 2: Douyin's Strategic Challenges - Douyin faces inherent logistical shortcomings as it lacks a self-built logistics system, relying on third-party delivery services, which results in higher fulfillment costs and inconsistent delivery times compared to competitors like Meituan [4] - The core product categories of instant retail, such as fresh produce and daily necessities, conflict with Douyin's content-driven ecosystem that is more suited for high-margin, non-standard products [4] - Douyin's instant retail strategy has been hampered by organizational instability and unclear strategic direction, leading to resource allocation issues and reduced confidence among merchants [5] Group 3: Douyin's Strategic Adjustments - Douyin has incorporated next-day delivery into its instant retail framework to circumvent logistical limitations and expand service coverage, allowing for a broader range of products and lower logistics costs [6][7] - The platform aims to leverage its content advantages to reshape consumer scenarios, transitioning from emergency needs to interest-driven consumption through short videos and live streaming [6][8] - Douyin's next-day delivery model is designed to lower entry barriers for small and medium-sized merchants, focusing on supply chain efficiency rather than the stringent requirements of instant delivery [6][9] Group 4: Competitive Implications - By redefining the delivery timeframe from "hour-level" to "day-level," Douyin seeks to establish itself as a rule-maker in the instant retail sector, potentially expanding its market space significantly [7][9] - The success of Douyin's strategy will depend on its ability to transform the competition from a focus on logistics efficiency to a battle of psychological expectations regarding delivery times [9]
打不过就换概念，抖音已把“次日达”纳入即时零售
3 6 Ke·2025-05-14 03:09