白酒巨头竞相“上车”即时零售，千亿风口下的效率革命与渠道博弈

Group 1 - Instant retail is significantly transforming the consumption landscape of liquor, particularly in the white liquor segment, with a competitive landscape formed by various models including comprehensive e-commerce platforms and niche platforms [1] - Major e-commerce giants dominate the market, with Meituan's flash purchase achieving a phenomenal performance during the "618" shopping festival, where the transaction volume of white liquor surged over 90 times within 20 hours, and daily order peaks exceeded 150 million [1] - JD's liquor platform has achieved "29-minute delivery" across its logistics network, while new player Taobao Flash Purchase has seen rapid growth, with white liquor sales increasing by 172% since its launch in May [1] Group 2 - 2025 is projected to be a pivotal year for white liquor companies as they transition from passive cooperation to actively engaging in instant retail, with industry leader Kweichow Moutai initiating deep collaborations with Taobao Flash Purchase and launching over 1,000 official stores offering "30-minute delivery" [2] - Other brands like Guotai Liquor and Nuodai Shede have also announced strategic partnerships with instant retail platforms, while Meituan Flash Purchase has launched the industry's first "full-chain authenticity system" in collaboration with major brands to address online trust issues [2] - Companies like Luzhou Laojiao are also launching their own instant retail services or deepening partnerships with platforms [2] Group 3 - The rapid channel revolution poses multiple risks, primarily the collapse of the pricing system, as e-commerce platforms use premium liquor as loss leaders, leading to significant price cuts that pressure traditional distribution channels [3] - Mid-range brands face even greater pressure, and traditional distributors are concerned about becoming mere "delivery tools" for platforms, with high platform fees and complex traffic rules squeezing their profits [3] - Trust and experience remain shortcomings in online channels, as the social, tasting, and collectible attributes of high-end liquor cannot be fully satisfied online, and counterfeit risks are a major concern for consumers [3] - Industry analysis suggests that while instant retail is a necessary response to changing consumer behavior, the ultimate goal should not be a zero-sum game between platforms and traditional channels, but rather finding a balance that protects pricing integrity and distributor interests [3]