Sou Hu Cai Jing·2025-10-19 16:45Core Insights - The "Double 11" shopping festival has initiated a transformation in the instant retail sector, with significant changes in management practices and the integration of instant retail with traditional e-commerce [1][6]. Group 1: Management Changes in Instant Retail - JD.com has begun a pilot program in 25 cities to eliminate penalties for delivery riders exceeding order time, replacing it with a "service score" system to encourage positive performance [3][4]. - Meituan and Ele.me are also moving towards similar management changes, with plans to eliminate penalties for late deliveries and implement new scoring systems to reward timely service [4][5]. Group 2: Integration of Instant Retail and E-commerce - The integration of instant retail with traditional e-commerce is a prominent trend during this year's "Double 11," with Taobao Flash Sale showing rapid growth since its launch [6][7]. - Taobao Flash Sale achieved an average of 80 million orders per week and a peak of 120 million daily orders in August, significantly boosting overall traffic on Taobao [7]. - The collaboration between Taobao Flash Sale and Tmall aims to meet diverse consumer needs, including urgent delivery within 30 minutes and guaranteed delivery within 4 hours [8]. Group 3: Brand Perspectives on Instant Retail - Brand representatives at the Tmall "Double 11" conference highlighted the substantial demand generated by instant retail, emphasizing the importance of expanding new scenarios beyond traditional retail [9]. - Instant retail is seen as an extension of service, enhancing customer engagement and loyalty through timely delivery and support [9]. - The integration of instant retail with traditional e-commerce is expected to create long-term value for brands by connecting distant and nearby consumer scenarios [9].