美团非餐饮即时零售七夕日订单量超2700万

Core Insights - On August 29, during the Qixi Festival, Meituan's non-food instant retail order volume reached a record high of 27 million, indicating a significant increase in consumer demand during traditional holidays [2][3] - The growth in orders is attributed to a shift in gifting trends towards diversification and quality, with consumers moving from traditional gifts like flowers to a wider range of high-value products [2] - Instant retail has become a crucial growth area for brands and retailers, with over 500 brands experiencing multiple-fold increases in sales on the platform during the Qixi Festival [3] Group 1 - Meituan's instant retail orders on Qixi Festival reached 27 million, marking a significant increase compared to previous years [2] - The platform saw substantial growth in high-value categories such as electronics, beauty products, and jewelry, with sales of electric shavers and children's smartwatches increasing over six times year-on-year [2] - The sales of gold jewelry and pearl accessories also saw significant growth, with gold jewelry sales increasing over six times and pearl sales increasing four times [2] Group 2 - Instant retail is becoming an important business increment for major brands and retailers, with over 500 brands experiencing substantial sales growth on the platform [3] - The trend of gifting has evolved from traditional items like flowers and chocolates to a broader range of products, indicating a shift in consumer behavior [3] - Brands such as Huawei, Sephora, and Watsons reported multiple-fold increases in sales, highlighting the effectiveness of instant retail during festive occasions [3]