美团闪购，明抢电商？

Core Viewpoint - The article discusses the evolution of the e-commerce industry, particularly focusing on the rise of instant retail as a new growth area amidst increasing competition and changing consumer preferences. Group 1: Instant Retail Growth - The first day of this year's Double Eleven event saw Meituan's instant retail platform achieve over 300% year-on-year growth in transaction volume across more than 300 categories, with specific categories like milk powder, mobile phones, and liquor seeing increases of 152%, 189%, and 562% respectively [2][40] - Instant retail is becoming a significant market, with projections indicating that by 2030, the scale of instant retail in China could exceed 2 trillion yuan, with Meituan's flash delivery service emerging as a typical model [12][45] - Meituan's flash delivery has become the largest instant retail platform globally, with peak daily orders exceeding 27 million this year [28] Group 2: Brand Adaptation to New Channels - Many brands that traditionally operated online are now exploring offline channels, realizing that proximity to consumers is more complex and crucial than anticipated [6][34] - The rising customer acquisition costs for online platforms have led brands to seek new channels, with Alibaba's customer acquisition costs increasing twelvefold from 2017 to 2023 [11] - The "official flag flash warehouse" model introduced by Meituan aims to lower the costs for brands entering instant retail, allowing them to operate with minimal investment while maintaining proximity to consumers [36][37] Group 3: Competitive Landscape - The competition among major players like Meituan, JD, and Alibaba in the instant retail space is intense, with each platform striving to enhance supply chain efficiency and consumer experience [3][39] - The shift in retail dynamics has led to a re-evaluation of traditional retail strategies, with brands needing to adapt to a new environment where efficiency and direct consumer engagement are paramount [34][46] - The article highlights that the instant retail model is not entirely new but is an evolution of previous retail experiments, emphasizing the need for platforms to innovate continuously [25][45]