2025即时零售场景消费新图鉴-CBNDATA&淘宝闪购

Core Insights - The core viewpoint of the report is that the instant retail industry in China is evolving from an "emergency demand" model to a "full-scenario life service" model, entering the full-scenario 3.0 era, with a projected market size exceeding one trillion yuan by 2025 and monthly active users reaching 551 million [1][12][18]. Industry Overview - Instant retail is a new retail format that relies on an instant delivery system, integrating online and offline resources to meet consumer demands for rapid fulfillment and comprehensive product coverage [7]. - The industry is experiencing a transformation where consumer needs are expanding from specific time slots to 24-hour availability, covering a wide range of categories beyond just food and groceries [1][16]. Development Trends - The core competitiveness of instant retail is shifting from product richness to scenario insight, with platforms like Taobao Flash Purchase leveraging innovative marketing models to drive significant business growth [2][9]. - Three major trends are emerging in the industry: 1. Upgrading from "everything to home" to "everything immediately available" to meet emotional and situational needs [2]. 2. Accelerating cross-ecosystem integration with platforms in tourism, entertainment, and social media to create an "instant retail+" ecosystem [2]. 3. Evolving from sales channels to value co-creation partners, utilizing scenario-based data to reach segmented audiences [2]. Market Projections - The instant retail market in China is expected to reach a scale of 11,750 billion yuan by 2025, driven by stable growth in social retail sales and supportive government policies [12][14]. - Monthly active users of instant retail apps have reached 551 million, indicating a strong consumer preference for the convenience and variety offered by instant retail [12]. Scenario Expansion - Instant retail consumption is expanding its boundaries, with over 50% of users preferring it for its convenience and variety, leading to a shift from "specific time" to "full-time" responses [16][20]. - The report highlights significant growth in specific categories, such as a 150% year-on-year increase in orders for disposable items and a 140% increase for outdoor sports products in August 2025 [1][17]. Future Outlook - The future of instant retail will continue to leverage technology to empower consumer scenarios, breaking down time and space barriers, and evolving from merely meeting needs to creating scenarios [2][8]. - Instant retail is set to become a comprehensive service ecosystem that covers users' 24-hour lives, providing seamless instant experiences and opening new growth avenues for brands [2][18].