茅台酱香酒官宣合作美团闪购

Core Insights - The collaboration between Kweichow Moutai Sauce Liquor and Meituan Flash Purchase aims to enhance the consumer experience by providing authentic Moutai products with a quick delivery promise of 30 minutes [1][2] - This partnership is part of Moutai's strategy to build an instant retail network and transform its distribution channels, with over a thousand certified stores set to launch on the Meituan platform [1][3] Group 1: Partnership Details - The initial phase of the collaboration includes over a thousand "Moutai Sauce • Shared by Thousands" certified stores going live on Meituan Flash Purchase [1] - The partnership focuses on product authenticity, store operations, customer base expansion, and member integration [1] - Meituan Flash Purchase aims to leverage its digital capabilities to attract new customers and increase sales for Moutai Sauce Liquor [2] Group 2: Market Trends - Instant retail is becoming the mainstream method for consumers to purchase liquor, with a significant increase in the share of instant retail channels among liquor brands [2] - A report indicates that 34.9% of liquor companies prioritize the expansion of instant retail channels, surpassing live-streaming e-commerce [2] - During the 618 shopping festival, Meituan Flash Purchase reported over a tenfold year-on-year increase in liquor sales, particularly for renowned brands like Moutai [2] Group 3: Consumer Engagement - The collaboration aligns with Moutai's goal to attract a younger consumer demographic and enhance brand penetration [3] - The instant retail model's "buy and drink immediately" feature resonates with Moutai's consumer-centric approach, allowing the brand to reach diverse consumption scenarios [3] - The partnership is expected to create a more engaging shopping experience for consumers, ensuring the availability of quality Moutai products in various life contexts [3]