Sou Hu Cai Jing·2025-05-15 00:35Group 1 - The core competition among major players like JD, Meituan, and Taobao is centered around capturing consumer attention within a 30-minute radius, focusing on instant retail [1][3] - Instant retail is evolving into a lifestyle trend, emphasizing the importance of "consumption scenarios" for food brands to address [2][4] - The demand for local supply and high delivery efficiency is growing, with instant retail expanding to all categories, enhancing consumer convenience [4][28] Group 2 - Instant retail alters consumer demand triggers from traditional bulk purchasing to scenario-based consumption, driven by immediate needs [7][28] - Food brands must innovate products and build trust around specific consumption scenarios to remain competitive [7][28] - The 2025 Foodaily report identifies key consumption scenarios across various dimensions, highlighting opportunities for brand growth [9][28] Group 3 - Case studies illustrate how brands like Kikkoman, Itoen, and Doritos are leveraging specific consumption scenarios to drive growth [11][28] - Kikkoman's microwave seasoning products cater to busy consumers seeking efficiency without sacrificing quality [12][14] - Itoen's barley tea targets health-conscious consumers across all age groups, expanding its market presence through diverse packaging [18][20] - Doritos addresses the gaming community's need for quiet snacking options, showcasing the importance of user experience in consumption scenarios [22][26]