即时零售要的不是“快仓”，而是“对的供给”

Core Insights - The core focus of the article is on the operational strategies and necessary adjustments brands must make to effectively utilize Meituan's lightning warehouse model for instant retail, emphasizing the importance of adapting to local consumer needs and supply chain efficiency [1][27]. Group 1: Instant Retail Model - Meituan's lightning warehouse represents a new form of front warehouse that integrates online demand, with a target of approximately 100,000 stores and a transaction scale of around 200 billion yuan by 2027 [7]. - The primary consumer demographic for lightning warehouses is individuals aged 18 to 35, who have a strong preference for instant gratification and online shopping [7][8]. - Instant retail differs fundamentally from traditional e-commerce by focusing on localized supply and scenario-based matching, rather than just speed [5][8]. Group 2: Four Essential Courses for Brands - The first essential course is to restructure the product assortment to fit instant retail, focusing on packaging, pricing, and differentiation from existing channels [13]. - The second course emphasizes the importance of distribution and service, ensuring that products are not only available but also supported by effective service capabilities [14][16]. - The third course is about driving sales through targeted marketing strategies that align with consumer scenarios, ensuring that products not only enter the market but also sell effectively [17][19]. - The fourth course focuses on supply assurance, ensuring consistent availability, reliable fulfillment, and dependable after-sales service to build consumer trust [20][21]. Group 3: Internal and External Collaboration - Internally, brands need to unify their understanding of instant retail's value and restructure their organizational and profit-sharing frameworks to avoid conflicts [23][24]. - Externally, brands should collaborate with capable service providers and utilize platforms like "Lightning Help" to enhance supply chain efficiency and connect with local stores [26][27]. - The transition in instant retail is shifting from merely competing on speed to enhancing supply capabilities, requiring brands to adapt their strategies accordingly [27][28].