Sou Hu Cai Jing·2025-10-10 15:47Core Viewpoint - The article highlights the contrasting performance of the liquor market, with offline sales remaining sluggish while online sales, particularly through instant retail platforms, are booming. This shift indicates a significant transformation in the retail landscape, driven by the rise of instant retail and the active participation of liquor companies in this new channel [2][3][5]. Group 1: Market Dynamics - Instant retail is evolving from a niche e-commerce model to a mainstream channel, with a projected penetration rate in the liquor sector expected to rise from 1% in 2023 to 6% by 2027, potentially reaching a market size of hundreds of billions [2][3]. - Major players in the instant retail space include comprehensive e-commerce platforms like Meituan and JD, which have significantly increased their market presence and sales volumes [3][4]. - Meituan's flash purchase service has seen explosive growth, with a reported 90-fold increase in liquor sales during the "618" shopping festival, and daily order peaks surpassing 1.5 billion [4]. Group 2: Company Strategies - Liquor companies are increasingly taking proactive roles in the instant retail space, with 34.9% of them prioritizing the expansion of this channel [5][7]. - Guizhou Moutai has initiated deep collaborations with platforms like Taobao Flash Purchase, offering rapid delivery services to enhance consumer access to their products [5][6]. - Other liquor brands, such as Guotai and various major Chinese liquor companies, are also forming strategic partnerships with instant retail platforms to establish a comprehensive authenticity assurance system [6][7]. Group 3: Consumer Behavior - The shift towards instant retail reflects changing consumer preferences, with a growing demand for immediate gratification in purchasing liquor, particularly for gifts and social occasions [7][8]. - Younger consumers, who are accustomed to instant delivery services, represent a key demographic for liquor brands looking to expand their market reach [9]. Group 4: Challenges and Concerns - The rise of instant retail poses risks to the traditional pricing structure of the liquor industry, with potential price wars threatening the profitability of distributors and manufacturers [10][11]. - Concerns about the role of traditional distributors evolving into mere delivery agents for platforms, along with the risk of counterfeit products, highlight the challenges facing the industry [11][12]. - The need for a balance between the efficiency of online sales and the experiential aspects of in-store purchases remains a critical issue for the industry [12][13].