“上平台有些销量，但我还是主动撤下了！”一位烟酒店老板的自白：赚不到钱，还要和顾客扯皮售后

Core Viewpoint - The annual "Double 11" shopping festival highlights the contrasting experiences of retailers in the liquor industry, with some embracing instant retail while others, like a store owner named Li Mu, have opted to withdraw due to low profitability despite high sales volumes [1][2][3]. Group 1: Instant Retail Growth - Instant retail in the liquor sector is recognized as a new consumption trend, with significant sales growth reported during promotional events, such as a 612% increase in transaction volume for Moutai during "Double 11" [1][2]. - Major platforms like Meituan and JD.com are experiencing explosive growth in liquor sales, with predictions indicating that the market size for liquor instant retail could exceed 100 billion yuan by 2027 [11][12]. Group 2: Challenges Faced by Retailers - Many liquor retailers are cautious about instant retail, with over 40% reporting cash flow pressures and difficulties due to high inventory and price discrepancies [3][4]. - Retailers like Li Mu have found that despite some sales, the costs associated with instant retail, including platform commissions and customer service issues, have led to minimal profits [4][7]. Group 3: Pricing and Competition - The pricing strategies of instant retail platforms often disrupt traditional pricing structures, leading to conflicts with distributors and retailers who struggle to maintain profitability [15][16]. - Price comparisons show that many premium liquors are sold at lower prices on instant retail platforms compared to official brand stores, creating a challenging environment for traditional retailers [5][6]. Group 4: Consumer Behavior and Market Dynamics - The convenience of instant retail is appealing to younger consumers, with many preferring the quick delivery of liquor for social occasions [9][10]. - The industry is witnessing a shift towards digitalization and the need for brands to adapt to changing consumer preferences, emphasizing the importance of maintaining brand integrity while exploring new sales channels [17][18].