即时零售闯入618大促，手机、白酒在美团闪购“卖爆”

Core Insights - The integration of instant retail platforms into traditional e-commerce events like the 618 shopping festival marks a significant evolution in the retail landscape, enhancing delivery efficiency and price competitiveness [1][7] Group 1: Instant Retail Growth - Instant retail platforms, exemplified by Meituan Flash Purchase, have seen rapid expansion in both supply and demand, with consumers increasingly choosing these platforms for high-value items [1][3] - During the 618 event, the sales of alcoholic beverages on Meituan Flash Purchase surged, with liquor sales increasing over 18 times compared to the previous year, and white liquor sales reaching over 3 billion yuan within the first 12 hours [2][3] - The trend of purchasing high-ticket items like electronics and home appliances through instant retail is growing, with categories such as 3C products and home appliances seeing over 100% year-on-year growth [3][4] Group 2: Consumer Behavior Changes - Young consumers are adapting to the convenience of instant retail for purchasing items like beer and electronics, often opting for immediate delivery over traditional next-day options [2][6] - The introduction of services like "half-day delivery and installation" for large appliances has made it easier for urban consumers to shop for these items without significant time investment [6][9] Group 3: Brand and Merchant Adaptation - Brands are increasingly collaborating with instant retail platforms to reach consumers, with major liquor brands partnering with Meituan Flash Purchase to ensure product authenticity and timely delivery [8] - The competition between traditional e-commerce and instant retail is intensifying, with both sectors vying for market share and consumer attention [7][9] Group 4: Market Trends and Future Outlook - Instant retail is becoming a critical component of the retail ecosystem, with traditional e-commerce platforms also investing in instant delivery services to keep pace with changing consumer preferences [9] - Meituan Flash Purchase's user base has surpassed 500 million, with a significant portion being young consumers, indicating a strong growth trajectory for the platform [9]