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零售的天,变了
Hu Xiu·2025-09-12 09:48

Core Insights - The rise of "instant retail" led by Meituan, JD, and Alibaba is transforming the retail ecosystem, with brands recognizing it as a critical growth area for 2025 [1][3][31] - Major investments in instant retail have exceeded 42 billion yuan from June to September, with one company reportedly spending over 22 billion yuan in just two months [3][6] - Instant retail is becoming essential for various brands, with significant order growth reported, particularly in the beauty and fruit sectors, where some brands saw order increases of over 40% [1][15] Investment and Strategy - Meituan is reallocating resources towards instant retail, viewing the period from September to December as crucial for competition [1][2] - Alibaba has positioned instant retail as a strategic project, integrating it into its broader consumer ecosystem [1][3] - Companies are adjusting their strategies, with some shifting from traditional distribution models to direct instant retail operations [1][26] Market Dynamics - The competition among platforms intensified during the back-to-school season, with promotional activities aimed at students [3][6] - Instant retail is seen as a growth engine for Alibaba, contributing to a 20% increase in daily active users [7][18] - Brands are experiencing increased consumer engagement and order volume through platforms like Taobao Flash Sale, with some reporting a 500% increase in order volume [8][12] Consumer Behavior - There is a notable shift in consumer purchasing behavior, with an increase in non-emergency product sales, indicating changing consumer habits [12][13] - Brands are focusing on user retention and understanding consumer needs, with a significant portion of new users coming from instant retail channels [18][23] - The demographic of instant retail users is predominantly younger, with 90s and 00s users making up a large share [18][24] Challenges and Considerations - Brands face challenges in managing pricing strategies due to the variability in product costs, particularly in categories like fresh produce [9][11] - The competition in instant retail is fierce, with many brands needing to invest heavily to keep up with rivals [29][30] - Companies are urged to focus on product quality and value proposition to stand out in the crowded instant retail market [25][30]