618之后，美团的零售牌局重排

Core Viewpoint - Meituan is accelerating its instant retail business, focusing on enhancing supply capabilities and expanding its market presence both domestically and internationally [1][2] Group 1: Instant Retail Business Expansion - Meituan announced a comprehensive upgrade of its instant retail business, including the expansion of "Meituan Flash Purchase" and "Little Elephant Supermarket" [1] - The company aims to enhance its supply capabilities and improve local retail infrastructure, particularly in fresh food and daily necessities [1][2] - The upgrade involves reallocating resources from community group buying to focus on instant retail, indicating a strategic shift towards more certain growth areas [1][2] Group 2: Market Performance and Growth Projections - Instant retail has officially entered the mainstream e-commerce sector, with sales during the 2025 "618" shopping festival reaching 855.6 billion yuan, a 15.2% year-on-year increase [3] - Instant retail sales amounted to 29.6 billion yuan during the same period, growing by 18.7%, outpacing traditional e-commerce growth [3] - Little Elephant Supermarket is projected to exceed 20 billion yuan in agricultural product sales by 2025, indicating significant growth potential [3][4] Group 3: Strategic Positioning and Competitive Landscape - Little Elephant Supermarket has entered 18 cities, focusing on key economic regions, and is positioned to expand its national retail network [5][6] - The supermarket's growth trajectory places it among the top players in the market, competing directly with established brands like Dingdong Maicai and Hema [4][6] - Meituan's strategy emphasizes leveraging its existing supply chain and logistics capabilities to enhance operational efficiency and reduce costs [7][9] Group 4: Integration of Resources and System Capabilities - Meituan's approach involves integrating resources across its various business units, allowing for shared logistics and operational efficiencies [8][9] - The company has transitioned from a capital-intensive model to a more sustainable one, focusing on optimizing existing resources rather than extensive new investments [9] - This resource integration is seen as a key factor in the successful scaling of Little Elephant Supermarket and its competitive positioning in the market [8][9] Group 5: Future Outlook and Industry Trends - The competition in instant retail is intensifying, with major players like JD and Alibaba also ramping up their efforts in this space [10][12] - Meituan's strategy includes a focus on high-frequency and high-value categories, such as electronics and daily necessities, to capture a larger market share [10][11] - The overall trend indicates that instant retail is becoming a standard offering among major e-commerce platforms, marking a shift in the competitive landscape [12]