白酒行业即时零售“热赛道”难解渠道“冷难题”？

Core Insights - The annual "Double 11" shopping festival has highlighted the contrasting experiences of retailers in the liquor industry, with some like Li Mu opting to withdraw from instant retail platforms due to low profitability despite high sales volumes [1][2][4] - The liquor instant retail market is recognized as a new consumption trend, but many retailers remain cautious and hesitant to fully engage due to profitability concerns and operational challenges [2][4][16] Group 1: Market Dynamics - Instant retail platforms have reported explosive growth in sales during promotional periods, with significant year-on-year increases in transaction volumes for premium liquor brands [1][10] - The market for liquor instant retail is projected to grow substantially, with estimates suggesting a penetration rate increase from 1% in 2023 to 6% by 2027, potentially exceeding a market size of 100 billion [10][11] Group 2: Retailer Challenges - Many liquor retailers, especially smaller ones, are struggling with cash flow pressures and high inventory levels, leading to a situation where over 40% of distributors report financial strain [4][8] - Retailers face difficulties in maintaining profitability due to high logistics costs and platform commission fees, which can significantly erode margins [16][18] Group 3: Consumer Behavior - The rise of instant retail is driven by changing consumer habits, with younger consumers seeking convenience and quick delivery options for liquor purchases [9][13] - Instant retail has become a preferred choice for many consumers, with the ability to receive orders within 30 minutes enhancing the appeal of this shopping method [9][10] Group 4: Industry Perspectives - Industry experts acknowledge the potential of instant retail but caution that the current price competition and low-margin environment could disrupt traditional distribution channels and pricing structures [16][18] - There is a growing consensus that the future of instant retail in the liquor sector will require a shift from price competition to value creation, emphasizing the need for a sustainable business model that balances consumer demand with brand integrity [18][19]