美团在即时零售领域的探索以美团闪购、小象超市和美团买药等业务为主。今年6月，美团宣布将全面 拓展即时零售，包括闪购业务将继续拓展品类，小象超市逐步拓展到所有一二线城市等。截至目前，小 象超市的服务网络已覆盖北京、上海、广州、深圳、武汉、南京、西安等全国30余地。 从电商行业趋势看，即时零售的存在感在加强。星图数据显示，今年双11期间即时零售销售额为670亿 元，同比增长138.4%。星图认为，即时零售业通过以高频带动低频的方式，突破增长瓶颈。美团闪购 数据显示，10月31日至11月11日，美团闪购平台成交额、下单用户数和人均消费金额创下新高，高单价 商品更快增长，带动用户人均消费金额增长近30%。同时，越来越多品牌入驻即时零售平台。例如，今 年双11是安踏、李宁、罗莱家纺等品牌上万家门店集体入驻美团闪购后的首次大促。 网经社电子商务研究中心特约研究员郭涛对此表示，即时零售的爆发标志着电商竞争进入"远场+近 场"混合新阶段。传统电商需强化"最后一公里"配送能力，本地商家通过即时零售打破地域限制，倒逼 传统电商升级供应链韧性。 美团的电商策略正随着市场发生改变：关注即时零售，淡化快递电商。团好货内部邮件显示，该业 ...

Core Insights - Meituan has decided to suspend its "Tuan Hao Huo" business to focus on exploring new retail formats, indicating a strategic shift in its operations [2] Group 1: Business Overview - "Tuan Hao Huo" was launched in August 2020 as a B2C e-commerce initiative and was later integrated into the Meituan app as a primary entry point [2] - The business aimed to accumulate experience in product retail but faced challenges in meeting the demands of instant retail users in the evolving grocery retail sector [2] Group 2: Strategic Shift - Since 2025, Meituan has been intensifying its exploration of new retail formats, aiming for a strategic transformation in retail [2] - In June, Meituan announced plans to expand its instant retail offerings, including the continued diversification of its flash purchase business and the gradual expansion of "Xiang Supermarket" to all first- and second-tier cities [2] - Currently, "Xiang Supermarket" has established a service network covering over 30 cities, including major urban centers like Beijing, Shanghai, Guangzhou, and Shenzhen [2]

Core Viewpoint - Meituan has decided to suspend its "Tuan Hao Huo" business to focus on exploring new retail formats, responding to the evolving demands of the grocery retail industry [1] Group 1: Business Decision - The internal email from Meituan's grocery retail management team indicates that the decision to pause the Tuan Hao Huo business was made after thorough research and discussion [1] - Tuan Hao Huo, initially launched in August 2020 as a B2C e-commerce initiative, was integrated into the Meituan app in December 2020 and later rebranded as Meituan E-commerce [1] - The email states that while Tuan Hao Huo has accumulated experience in product retail, the rapid innovation in the grocery retail sector has made it challenging for express e-commerce to meet the immediate retail needs of users [1] Group 2: Strategic Shift - Since 2025, Meituan has been intensifying its exploration of new retail formats, aiming for a strategic transformation and upgrade in retail [1] - In June, Meituan announced plans to fully expand into instant retail, including the continued diversification of its flash purchase business and the gradual expansion of its "Xiaoxiang Supermarket" to all first- and second-tier cities [1] - Currently, Xiaoxiang Supermarket's service network covers over 30 cities nationwide, including major cities like Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan, Nanjing, and Xi'an [1]

Core Viewpoint - Meituan has decided to suspend its "Tuan Hao Huo" business to focus on exploring new retail formats, following years of attempts to drive e-commerce through food delivery services [1] Group 1: Business Strategy - The "Tuan Hao Huo" business, a B2C e-commerce initiative launched in August 2020, has been rebranded as Meituan E-commerce and was integrated into the main app by December 2020 [1] - The internal email indicates that while the business has accumulated experience in retail, the rapid innovation in the grocery retail sector has made it challenging for delivery e-commerce to meet the demands of instant retail users [1] - Meituan is actively seeking to adapt to market trends and is undergoing a strategic transformation in its retail operations [1] Group 2: Financial Performance - Meituan's Q3 financial report indicates strong growth in its new business segment, particularly in grocery retail [1] - The company has announced plans to expand instant retail, including the continued diversification of its flash purchase services and the gradual expansion of "Xiaoxiang Supermarket" to all first- and second-tier cities [1] - As of now, the service network of Xiaoxiang Supermarket has reached over 30 cities across China, including major urban centers like Beijing, Shanghai, Guangzhou, and Shenzhen [1]

Core Viewpoint - Meituan has decided to suspend its "Tuan Hao Huo" business to focus on exploring new retail formats, responding to the evolving demands of the grocery retail industry [1] Group 1: Business Overview - Tuan Hao Huo is a B2C e-commerce business launched by Meituan in August 2020, initially as a mini-program and later upgraded to a primary entry point in the Meituan app [1] - The business has accumulated experience in product retail but has struggled to meet the demands of instant retail users in recent years [1] Group 2: Strategic Shift - Meituan is actively exploring new retail formats and has been pushing for a strategic transformation in retail, as indicated by strong growth in its grocery retail business in Q3 [1] - In June of this year, Meituan announced plans to fully expand into instant retail, including the continued expansion of its flash purchase business and the gradual rollout of "Xiaoxiang Supermarket" to all first- and second-tier cities [1] - Currently, Xiaoxiang Supermarket's service network covers over 30 cities nationwide, including major cities like Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan, Nanjing, and Xi'an [1]

自 2009 年"双十一"被提出，这个原本只是一场促销活动的日子，如今已经成了观察中国消费市场的一扇窗口。 十六年过去，今年这场年度大考依旧热闹， 但真正值得记录的，已经不再只是"成交额又破了多少新高"。 自 2009 年"双十一"被提出，这个原本只是一场促销活动的日子，如今已经成了观察中国消费市场的一扇窗口。 十六年过去，今年这场年度大考依旧热闹，但真正值得记录的，已经不再只是"成交额又破了多少新高"。 根据星图数据，2025 年双十一期间，综合电商平台销售额累计达到 16191 亿元，同比增长 12.3%。从平台来看，天猫位居第一，京东第二，抖音第三。 与此同时，一条新的曲线开始变得醒目——即时零售销售总额达到 670 亿元，同比增长 138.4%，前三分别是美团、淘宝闪购、京东秒送。 如果说早年的双十一是"谁更会吆喝"，那么今年，更像是一场关于结构、效率和长期价值的比拼。 01｜平台战报变了：不再只讲"有多大"，而是"值不值" 今年一个明显的变化，是各大平台在发布战报时，都不再把 GMV 当成绝对主角。 淘宝天猫的重点放在品牌和会员上： 开卖首小时，80 个品牌成交破亿； 超 3 万个品牌成交额实现翻倍 ...

Core Insights - Alibaba is integrating Ele.me with Taobao Flash Purchase, marking a significant move in the instant retail sector, showcasing strong organizational synergy and combat effectiveness [2] - Taobao Flash Purchase achieved a peak of 120 million daily orders in August, with 300 million monthly active buyers, indicating a shift from quantity to quality [2] - Morgan Stanley reports that Alibaba's market share in China's food delivery market has risen to 42%, reflecting the strategic value of the Ele.me and Taobao combination [2] Group 1: Strategic Moves - The upgrade of Ele.me to Taobao Flash Purchase signifies a transition from single-point competition in food delivery to a comprehensive instant service model under Alibaba's consumer platform strategy [2][11] - The integration is seen as a necessary evolution in the instant retail industry, aligning with the shift from "single-point delivery" to "full-domain instant service" [2][11] - The strategic investment from Alibaba aims to break the previous growth constraints faced by Ele.me, allowing for a more robust competitive stance against rivals [7][10] Group 2: Technological Advancements - Ele.me has adopted AI technology to enhance operational efficiency, transitioning from traditional methods to a tech-driven model, which includes the development of the "Holo Shield" system for compliance and the AI assistant "Xiao E" for delivery optimization [5] - The platform's service capabilities have expanded beyond food delivery to include a wide range of products, indicating readiness for a seamless integration with Taobao Flash Purchase [6] Group 3: Market Positioning - The rebranding to Taobao Flash Purchase is viewed as a strategic move to capture consumer mindshare in the instant retail space, leveraging Alibaba's financial resources for user acquisition and retention [7][8] - The collaboration between Ele.me and Taobao is expected to enhance the service chain, transforming traditional e-commerce delivery from next-day to hourly delivery [8][10] Group 4: Future Directions - The upgrade is not merely a rebranding but a strategic alignment with Alibaba's broader consumer ecosystem, positioning Ele.me as a critical infrastructure component for the company's future growth [13][14] - The focus on high-frequency consumer categories, such as pharmaceuticals and convenience goods, is essential for driving growth in the instant retail sector [11][12]

Core Insights - The BeautyLink 2025 Offline Trends Link Conference held in Hangzhou showcased the growing importance of offline channels in the beauty industry, attracting nearly 1,000 attendees and over 500 brands [1][4][48] - The conference emphasized the need for brands to adapt to changing consumer behaviors and explore new growth opportunities in offline retail, particularly as online traffic benefits diminish [2][39] Group 1: Conference Highlights - The conference featured a variety of activities, including an award ceremony and a dedicated exhibition area for over 30 brands to launch products offline [1][4] - Key industry figures, including brand founders and retail experts, participated in discussions about new trends and strategies for offline channels in 2025 [1][4][11] Group 2: Market Trends - Data from Qingyan Intelligence indicated that traditional CS channel sales grew only 0.39% from January to October, while overall cosmetic retail sales increased by 4.6%, highlighting the challenges faced by traditional channels [2][39] - The offline channel is regaining significance due to its unique experiential value and precise consumer reach, making it a vital option for brands seeking stable growth [2][39] Group 3: Consumer Insights - New consumer trends show that 79% of users shop for self-satisfaction, and 77% focus on public opinion, indicating a shift towards emotional value in purchasing decisions [19] - The need for brands to provide a comprehensive experience that meets diverse consumer demands is becoming increasingly critical [19][21] Group 4: Industry Challenges and Opportunities - The conference highlighted three main pain points in the industry: price competition without service differentiation, the struggle of small retailers to transform, and the scarcity of skilled talent [13][15] - The rise of instant retail is seen as a new growth driver, with projections indicating that the market could exceed 1 trillion by 2026, with beauty products growing at an annual rate of 112% [29][30] Group 5: Brand Strategies - Brands are encouraged to enhance their digital capabilities and balance online and offline strategies to adapt to market changes [17][37] - The importance of creating engaging brand experiences and leveraging emotional connections with consumers was emphasized by various industry leaders [22][25][27] Group 6: Awards and Recognition - The conference included the release of the "2025 BeautyLink Offline TOP List," which recognized top brands and provided valuable insights for the industry [48]

本地生活大战的硝烟，起于2018年美团闪购出世并喊出"30分钟万物到家"的口号，硝烟在疫情期间因社区团购（买菜）大战而升级。 待到2025年，58同城与叮咚买菜都已经成为跑龙套点缀，这场持续了7年的大战终于迎来了六大门派围攻"光明顶"的最高潮。 首先，是外卖赛道，红黄蓝的外卖"三国杀"引爆互联网。 先有骑手社保与否挑起的美团与京东之间的外卖大战，发起舆论战，"收买"骑手；后有淘宝闪购反转剧情，阿里巴巴重整外卖业务旗鼓。 抖音针对线下零售商家推出扶持举措，来源：抖音生活服务 待到下半年，9月阿里依托高德地图上线"扫街榜"，11月京东推出"京东点评"与"真榜"，它们均宣称"永不商业化"，直接挑战美团大众点评的商业模式。 其次，到店战场也掀起高潮。 先是在4-5月，短视频双巨头抖音和快手相继推出针对线下零售商家的扶持举措，包括零佣金、广告流量支持等，优惠力度空前。而且，更引人瞩目的 是，抖音是在战略性收缩外卖业务同时，狂撒亿级补贴加码本地生活，并在酒旅市场等到店场景重拳出击。 至于阿里，在完成新一轮集团业务板块重组后，于下半年突然发力，并且力度之大远超观者想象，让这场六大门派围攻"光明顶"的战争增添了几分反转的 精 ...

Core Insights - The launch of "Snowflake Whole Wheat White Beer" marks a significant collaboration between China Resources Beer and the instant retail platform Yima Songjiu, indicating a shift from traditional supply and sales relationships to deep integration and value co-creation [1][2] Group 1: Product Launch - "Snowflake Whole Wheat White Beer" is the first customized product developed through the strategic agreement signed in March 2025 between China Resources Beer and Yima Songjiu [1] - The product is priced competitively at 7.5 yuan per can (500ml) and 74.9 yuan per box (12 cans), aiming to penetrate the market with a strong value proposition [1] - The product was launched on December 5, available exclusively through Yima Songjiu's network of over 2,000 terminals, offering an average delivery time of 15 minutes [1] Group 2: Strategic Collaboration - The partnership addresses the long-standing challenge of disconnection between traditional beer companies and end consumers, utilizing consumer data from instant retail platforms to guide product development [2] - The launch exemplifies the ability of traditional beer companies and emerging instant retail platforms to collaborate effectively, responding quickly to market demands and creating popular products [2] - The ongoing strategic collaboration is expected to foster a more agile, efficient, and personalized beer consumption ecosystem, benefiting the entire beverage industry [2]