白酒为何拥抱“即时零售”？

Core Insights - The white liquor industry is undergoing a significant transformation as companies actively embrace instant retail to address declining sales and changing consumer preferences [2][3][6] Industry Overview - Major players like Kweichow Moutai are partnering with instant retail platforms to enhance consumer access, launching over 1,000 official stores for rapid delivery services [2] - The industry is facing challenges such as high inventory levels, with an average turnover period of 900 days, and over 60% of companies experiencing price inversions [3][5] - The overall production of white liquor in China is projected to decline by 6.1% in 2024, marking four consecutive years of decrease [3] Consumer Behavior - Younger consumers are increasingly favoring lighter alcoholic beverages, with a survey indicating that only 19% of individuals aged 20-35 prefer white liquor [4] - The demand for instant retail aligns with the need for immediate consumption, as traditional dining and social gatherings decline [8] Instant Retail Opportunities - The instant retail market is expected to exceed 2 trillion yuan by 2030, providing a new growth avenue for white liquor companies [7] - During the 618 shopping festival, white liquor sales on Meituan surged, with overall transaction volume exceeding 3 billion yuan, showcasing the potential of instant retail [7][8] Challenges Ahead - Despite the potential of instant retail, companies face challenges such as price discrepancies between online and offline channels, which could undermine brand value [10][11] - The traditional distribution network, heavily reliant on personal relationships and multi-layered sales channels, is being disrupted by the demand for high turnover and low inventory in instant retail [11][12]