Sou Hu Cai Jing·2025-08-02 12:27Core Viewpoints - The liquor instant retail market is entering a rapid development phase, with significant room for channel penetration. Instant retail is defined as a "supply revolution" driven by consumer lifestyles, transitioning from "selling products" to "selling scenarios" [6][8] - The transformation of liquor channel models is accelerating, making the rapid development of instant retail a necessity. As the competition landscape for liquor stabilizes, consumers are increasingly pursuing price-performance ratios through diversified channels, leading to a contraction in traditional channel profits [7][10] - Liquor companies are actively embracing channel changes and expanding into instant retail and online channels. Instant retail is not just a sales channel but a way for liquor brands to integrate into residents' lifestyles, enhancing consumer engagement [7][10] Market Overview - The liquor instant retail market is projected to reach a scale of 36 billion yuan in 2024, with a penetration rate of approximately 1.8%. The growth potential remains vast, with estimates suggesting the market could reach 60-90 billion yuan by 2030 [6][20] - Instant retail channels are categorized into two main models: platform models that integrate resources (e.g., Meituan Flash Purchase) and self-operated models that maintain strong supply chain control [8][21] - The rapid growth of instant retail channels is driven by changing consumer lifestyles and the need for efficiency, with a focus on enhancing consumer experiences and meeting demand in lower-tier markets [10][20] Industry Opportunities - Instant retail creates opportunities for the liquor industry, such as serving as a trial ground for younger products and facilitating collaboration between liquor companies and platforms to co-create products [8][10] - The traditional profit margins in liquor channels are shrinking, prompting companies to adopt digital management and consumer-centric strategies to enhance efficiency [7][10] - The beer segment, with non-immediate consumption channels accounting for 60%, is also seeing a shift towards instant retail, which helps capture market share in lower-tier cities [10][20] Company Strategies - Major liquor brands are actively recruiting operators on multiple platforms, with companies like Moutai and Qingdao Beer launching new products and innovative sales models [7][10] - Companies are leveraging instant retail to enhance operational efficiency and product innovation, with a focus on high-end product offerings and consumer engagement [8][10] - The collaboration between liquor companies and platforms is expected to foster a more efficient and consumer-oriented sales environment, driving growth in the sector [7][10]