Zhong Guo Jing Ying Bao·2025-08-30 13:40Core Viewpoint - The recent price war among instant retail platforms has led to a significant disruption in the beer market, prompting companies like China Resources Beer to halt sales of certain products in specific regions to stabilize pricing and protect their business model [2][3][4] Industry Overview - The instant retail market in China reached a scale of 650 billion yuan in 2023, with a year-on-year growth of 28.89%, significantly outpacing traditional online retail growth [7] - By 2030, the overall market size of instant retail is expected to exceed 2 trillion yuan, indicating a vast potential for growth and a new competitive landscape for beverage companies [7] Company Actions - China Resources Beer confirmed the suspension of sales for its "Yong Chuang Tian Ya" and "Pure Life" series on instant retail platforms due to price disruptions caused by aggressive competition [2][3] - The company is actively communicating with instant retail platforms to resolve the issues and has resumed sales of certain products, suggesting initial success in negotiations [2] Market Dynamics - The price war has led to a situation where the consumer price for certain products has dropped below acceptable thresholds, causing concerns about market stability and the potential for profit erosion among manufacturers [3][4] - Industry experts highlight that the chaotic competition in instant retail could lead to a decline in product quality and service standards, as companies are forced to absorb high subsidy costs [4][5] Strategic Partnerships - China Resources Beer has established strategic partnerships with major platforms like Alibaba, Meituan, and JD.com, which have become crucial for its online sales, with projections indicating that online business could account for a significant portion of total sales in the near future [6][7] - The collaboration with Meituan's "Yima Songjiu" has been particularly fruitful, with sales on this platform expected to grow significantly in the coming years [6] Future Outlook - Experts suggest that the industry must innovate and adapt to the evolving landscape of instant retail, focusing on product differentiation and enhanced service delivery to meet the demands of younger consumers [7][8] - The need for a balanced approach to pricing and quality control is emphasized, as companies navigate the challenges posed by aggressive competition and strive to build a sustainable market ecosystem [8]