价值研究所｜即时零售迎“奇点”，巨头激战正酣

Core Viewpoint - The instant retail market in China is expected to reach 971.4 billion yuan in 2025, with a year-on-year growth of 24.4%, indicating a significant shift in consumer behavior towards faster delivery services [2][5]. Market Expansion - The instant retail industry is expanding rapidly, with projections indicating a market size of 2 trillion yuan by 2030 and a compound annual growth rate of 25% [5]. - Major e-commerce platforms like Alibaba, JD, and Meituan have invested nearly 60 billion yuan in instant retail in Q3 this year, highlighting the high investment and growth potential in this sector [5]. Consumer Behavior - The "post-95" generation values delivery speed more than previous generations, with over 50% preferring same-day or even two-hour delivery [5][6]. - Instant retail meets the demand for immediate gratification, reshaping consumer experiences and brand connections [6]. Channel Transformation - The beauty and personal care sector is experiencing significant growth in instant retail, with brands like Betaini and Proya quickly adapting to this model due to the high demand for timely delivery [8]. - Sportswear brands such as Li Ning and Anta are also entering the instant retail space, enhancing consumer convenience through local store fulfillment [10]. Operational Innovations - Qingdao Beer has successfully integrated instant retail, achieving a tenfold increase in GMV from 2 billion yuan to nearly 20 billion yuan in five years, with a compound annual growth rate exceeding 50% [11]. - Instant retail allows for cold chain delivery, ensuring product quality for sensitive items like fresh beer and frozen foods [10]. Market Dynamics - Instant retail is creating new growth avenues for retail companies, shifting from traditional "goods and space" models to "instant service" approaches [11]. - The "Good Idea Snack Paradise" brand has seen a 200% increase in order volume over three months, with over 90% of new customers coming from online channels [12]. Competitive Landscape - Despite the rapid growth, major players are currently in a "burning cash" phase, with significant cash flow losses reported by Meituan, Alibaba, and JD [13]. - Retail brands face challenges from aggressive platform subsidies and competition from private label products, necessitating a reevaluation of their business models [14]. - Companies that can enhance supply chain efficiency through digital transformation are likely to thrive in the instant retail era [14].