金甲虫刘船高：即时零售改变不了线下

Core Viewpoint - The recent announcement by the National Medical Products Administration regarding 37 batches of non-compliant cosmetics has highlighted the challenges of counterfeit products in the instant retail sector, particularly on platforms like Meituan [1] Group 1: Instant Retail Growth and Market Potential - The instant retail market in China is projected to exceed 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][2] - Major e-commerce platforms, including JD.com and Alibaba, have significantly invested in instant retail, with JD.com entering the food delivery sector and offering substantial subsidies to attract users and merchants [2][4] - Instant retail has shown remarkable performance during the Double 11 shopping festival, with total e-commerce sales reaching 16,950 billion yuan, a year-on-year increase of 14.2%, while instant retail sales surged to 670 billion yuan, up 138.4% [4] Group 2: Adaptability of Beauty Products in Instant Retail - Beauty products are well-suited for instant retail due to their small size, high price points, and standardized nature, making them ideal for quick delivery [5] - The beauty industry has embraced instant retail as a pioneering sector, with major platforms like Meituan and JD.com seeing significant growth in beauty product sales [6] Group 3: Differentiated Development of Beauty Brands - Beauty brands are primarily adopting an indirect entry model into instant retail, relying on beauty collection stores and large supermarkets to reach consumers [7] - Notable brands like L'Oréal and Lin Qingxuan have successfully completed official certifications for entry into instant retail platforms, while many others are still in the process [7][8] Group 4: Consumer Behavior and Market Dynamics - Despite the rise of instant retail, some industry experts argue that it may not significantly alter the current landscape of offline retail, as consumers often stock up on beauty products rather than relying on immediate purchases [9] - The overlap between instant retail customer bases and existing offline store customers suggests that speed may not be the primary concern for beauty consumers [9] Group 5: Strategic Considerations for Retailers - Retailers are advised to focus on brand strength, quality, pricing, and service rather than chasing every market trend, as a strong brand presence can naturally attract consumers regardless of channel changes [11][12] - Companies like Jinjia Chong have maintained a sustainable development model by emphasizing authenticity and affordability, which has contributed to their long-term success in the market [11]