即时零售市场规模持续扩张，品牌如何探寻新增长路径？

Core Insights - The instant retail market in China is expanding rapidly, with projections indicating it will surpass 1 trillion yuan by 2026 and reach 2 trillion yuan by 2030, with an average annual growth rate of 12.6% during the 14th Five-Year Plan period [1] - The rise of AI and instant retail is reshaping the industry value network, with instant retail expected to account for 20% to 25% of the retail market [4] - Companies face three core challenges: increased market uncertainty due to economic cycles, widening growth disparities among enterprises, and intensified competition from overcapacity and product homogeneity [1] Industry Trends - Instant retail is characterized by online ordering and offline fulfillment, meeting local demand through local retail supply [1] - The convenience of "30-minute fulfillment" is creating irreversible consumer habits and driving double-digit growth in the market [4] - The integration of AI in e-commerce is shifting decision-making from human to AI-driven processes, fundamentally altering customer acquisition strategies [4] Company Strategies - Companies are encouraged to embrace new models like AI and instant retail while maintaining operational fundamentals and continuous innovation to navigate market fragmentation [1] - The focus on offline marketing is becoming crucial for brand growth, with efforts to digitize and automate offline media to enhance market share [4] - New潮传媒 plans to expand its coverage to 300 cities by 2026 and increase its smart screen installations to 800,000, indicating a strong commitment to enhancing its digital presence [5]