零售的天，变了

Core Viewpoint - The rise of "instant retail" led by Meituan, JD, and Alibaba is fundamentally transforming the retail ecosystem, with brands recognizing it as a critical growth area for 2024 and beyond [4][5]. Group 1: Investment and Strategy - As of early September, major internet companies are intensifying their investments in instant retail, with Meituan reallocating resources from other areas and Alibaba treating instant retail as a strategic project [5][6]. - Estimated investments from Meituan, Alibaba, and JD in instant retail exceeded 42 billion yuan from late June to early September, with one company reportedly spending over 22 billion yuan in just two months [6][8]. - The back-to-school season in September triggered new marketing campaigns from these platforms, indicating ongoing competition in the instant retail space [6][9]. Group 2: Brand Perspectives - Brands are experiencing significant benefits from the instant retail boom, with some reporting order growth exceeding 40% year-on-year, largely driven by instant retail channels [4][10]. - A fruit retailer noted a 500% increase in daily orders after joining the Taobao Flash Purchase platform, highlighting the substantial traffic and customer growth from instant retail [10][11]. - Brands like Miniso are observing a shift in consumer purchasing behavior, with an increase in non-emergency product sales, indicating a change in consumer habits towards instant retail [14][15]. Group 3: Market Trends and Consumer Behavior - Instant retail is becoming essential for various sectors, including electronics, with companies like Honor recognizing it as a necessary strategy for future growth [20][21]. - The instant retail market is expected to contribute at least 10% to sales growth for many companies, with potential for even greater increases as consumer habits evolve [22][23]. - Carlsberg views instant retail as a core battleground for expanding user engagement and adapting to consumer trends, with significant revenue projections for 2024 and 2025 [25][26].