Core Insights - The article highlights the rapid growth and potential of the instant retail market for alcoholic beverages, particularly beer and low-alcohol drinks, driven by changing consumer preferences and technological advancements [1][2][4]. Market Overview - The penetration rate of instant retail in the alcoholic beverage market is currently around 1%, with a market size of nearly 200 billion yuan in 2023. This is expected to reach 6% penetration and exceed 1 trillion yuan by 2027 [1]. - Instant retail is projected to grow significantly, with estimates suggesting a market size of approximately 780 billion yuan in 2024, a year-on-year increase of over 20%, and potentially reaching 1.2 trillion yuan by 2026 [2]. Consumer Trends - Low-alcohol beverages are experiencing remarkable growth in instant retail channels, with fruit wine accounting for 38% (annual growth rate of 72%), tea wine 25% (65% growth), and sparkling wine 17% (210% growth) [4]. - The demand for instant retail is driven by younger consumers who prefer convenience and immediate consumption scenarios, such as home gatherings and outdoor activities [7][11]. Competitive Landscape - Various instant retail platforms, including specialized alcohol delivery services, are competing aggressively in the market, indicating a strong potential for growth in the alcoholic beverage segment [2][8]. - The competition is expected to intensify as leading companies in the Internet of Things upgrade their flash purchase services into independent brands and increase investment in this area [1][2]. Challenges and Opportunities - While instant retail is gaining traction, it currently has a low penetration rate, which limits its impact on traditional sales channels. However, it can help traditional channels by reducing inventory pressure, especially for mid- to low-priced products [8][9]. - Instant retail is seen as a complementary channel that can address fragmented consumer needs, particularly for low-alcohol and craft beers, while high-end products will continue to rely on traditional channels [11]. Future Outlook - The future of instant retail in the alcoholic beverage sector will likely involve enhanced efficiency in the supply chain, deeper integration between manufacturers and platforms, and localized market strategies [11].

品牌们敏锐捕捉到这一趋势，纷纷入局，希望在这片新蓝海中找到增长突破口。从远场走到近场，从日 用百货拓展到数码、家电、母婴、美妆、服饰等全品类，增量究竟有多少？品牌该如何在这场即时零售 的混战中，抢占新的增长高地？ 即时零售正以破竹之势，改写着618的商业格局。今年618，消费市场的竞争焦点从传统的远场电商，逐 渐向近场即时零售转移。 不同于以往，今年的即时零售不再局限于日用百货的即时配送，而是将触角延伸至数码、家电、母婴、 美妆、服饰等全品类领域，一场关于消费体验与效率的革新正在上演。 行业数据正在印证这场变革的爆发力：淘宝闪购订单中，非茶饮品类占比飙升至75%，非餐品类增速远 超预期。即时零售已突破"应急消费"的固有标签，演变为全品类消费的主流场景。这种从"囤货式消 费"到"即时满足"的转变，不仅验证了即时零售模式的强大适配性，更"撕开"了万亿级市场的增长缺 口。 迪卡侬的成绩同样突出，天猫618期间迪卡侬门店自提日均订单环比增长2.2倍，在淘宝闪购的整体日均 订单环比增长2倍。多种履约方式并行，提升了品牌在近场市场的渗透力。 即时零售风口爆发！ 这些品牌吃到了"第一口蛋糕" 答案不仅关乎618的平台竞争， ...

Core Viewpoint - The e-commerce industry is transitioning from growth to a more competitive landscape, with major promotional events like 618 becoming less about performance boosts and more about meeting expectations and testing resilience [1][17]. Group 1: Market Reactions - Major e-commerce platforms reported disappointing financial results, leading to significant stock declines: Alibaba down 8%, JD.com down 4%, and Pinduoduo experiencing a record drop of approximately 18% [2]. - The negative market sentiment casts a shadow over the upcoming 618 shopping festival, indicating a challenging environment for these platforms [2]. Group 2: Competitive Dynamics - JD.com has entered the food delivery market, achieving daily order volumes of 25 million, while Alibaba has followed suit, with daily orders reaching 40 million [4]. - Meituan has also joined the competition by launching a comprehensive promotional campaign for 618, marking its first participation in this major sales event [4]. - The adjustment of national subsidies in various regions may impact consumer spending during the 618 event, necessitating stronger promotional strategies from platforms [5][6]. Group 3: National Subsidy Impact - Recent adjustments to national subsidies have led to temporary unavailability in certain regions, although the overall policy is expected to continue until the end of the year [5]. - The overlap of subsidy adjustments with the peak shopping period of 618 presents challenges for e-commerce platforms, which must implement additional measures to mitigate the impact on consumer demand [5][6]. Group 4: Company-Specific Strategies - JD.com has shown impressive revenue growth of 13.4% and 16% in the last two quarters, attributed to its self-operated business model and effective subsidy implementation [7]. - However, the market remains skeptical about JD.com's long-term prospects due to the temporary nature of national subsidies [7][8]. - Pinduoduo's reliance on national subsidies is less pronounced, allowing it to potentially weather the storm during the 618 event, but future pressures may arise as subsidies are reinstated [11][12]. Group 5: Alibaba's Position - Alibaba is currently in a relatively stable position, focusing on enhancing monetization through increased service fees and significant investments in the food delivery sector [14][15]. - The company aims to maintain market share while optimizing user experience, although this conservative approach may not be well-received by capital markets [16]. Group 6: Long-term Industry Outlook - The 618 event has evolved into a test of strategic adjustments rather than a mere sales boost, with JD.com attempting to break through via food delivery, Alibaba seeking stability, and Pinduoduo recalibrating its position amid subsidy challenges [17]. - The changing dynamics of national subsidies, market reactions, and competitive pressures from players like Meituan are reshaping the underlying logic of the e-commerce narrative, emphasizing efficiency, structure, and long-term capabilities over mere pricing strategies [17].

今年618，电商平台的白酒大战如期而至。美团、饿了么将"百亿补贴"延伸至线下，叠加"30分钟送 达"的即时零售模式，彻底击穿了传统白酒价格体系。 业内人士指出，在618的冲击下，面临着价格体系动荡和渠道变革的双重挑战。白酒企业需重塑渠道、 调整产品策略、优化价格体系、开拓更多消费场景，才能在激烈的市场竞争中立于不败之地，实现可持 续发展。 现象：线上销售成倍增长，线下价格"失守" 广州白酒经销商徐先生的仓库里，堆积如山的国台酒箱在灯光下格外刺眼。他点开手机，拼多多上的53 度500ml国台国标（2019年酿造）在618电商大促下标价265元/瓶，京东超市"秒送"标价263元/瓶。竟与 他批发出去的价格相差不到5元/瓶。记者走访中见到，同款酒在线下零售店的售价在320元/瓶～350元/ 瓶间，有门店负责人说，自618开启后，受线上价格冲击，门店生意冷淡了不少。 与线下的"淡"形成鲜明对比的，是线上的火热。今年618，除了延续去年的电商名酒低价促销大战外， 即时零售作为新势力也加入了战局。一些即时零售平台推出了限时秒杀、满减优惠等活动，以吸引消费 者购买低价白酒，从而带动整体流量的增长。美团618酒类闪购数据显示 ...

记者注意到，即时零售崛起成为今年"618"大促值得关注的新趋势之一，美团闪购、京东外卖等即时零 售平台在"618"期间表现突出，尤其是美团闪购的"30分钟达"模式，吸引了大量年轻消费者。 年轻消费者对即时零售的需求日益增长，但对价格的敏感度却在下降。这意味着平台需要在服务、物 流、用户体验等方面做出更多努力。市场人士认为，头部主播的集体"隐身"与平台股价承压，折射出流 量去中心化与行业竞争加剧的多重挑战。未来，平台将向"内容+社交+电商"闭环、AI技术驱动的新型 生态演进，头部平台需加速转型以应对变局。 （文章来源：深圳商报） 【深圳商报讯】（记者周良成）2025年的"618"大促从5月13日拉开帷幕，成为"史上最长618"。今 年"618"活动期间，头部主播"隐身"成为行业趋势，平台公司股价也出现了调整走势。据记者统计，截 至6月16日，拼多多、阿里巴巴、京东的股价分别较5月13日累计下跌13.58%、13.54%、9.13%，市值合 计蒸发约781亿美元。 今年"618"期间，"去头部主播化"趋势明显。记者梳理发现，头部主播小杨哥基本已消失，李佳琦、董 宇辉、辛巴的直播场次变少，直播机构加快招入更多新人主 ...

Group 1 - The core theme of this year's "618" shopping festival is a shift from price competition to a focus on service, experience, and technology, influenced by consumer behavior and regulatory oversight [3][4][7] - Consumers are becoming more rational, seeking high cost-performance rather than just low prices, leading to a decline in interest in complex discount rules [4][5] - E-commerce platforms are simplifying pricing rules to reduce decision-making costs for consumers and improve operational efficiency for merchants [5][6] Group 2 - Instant retail has emerged as a strong competitor during the "618" festival, with platforms like Meituan offering rapid delivery and significant promotions [8][9] - The integration of AI technology in e-commerce is highlighted, with platforms utilizing AI for customer insights and logistics efficiency [6] - Regulatory changes have prompted platforms to adopt fair competition practices, moving away from aggressive price wars [7][10] Group 3 - Cross-platform cooperation is becoming essential in the e-commerce industry, with various platforms forming partnerships to enhance user experience and operational efficiency [11][12] - The industry is transitioning from a zero-sum competition model to one where platforms leverage their strengths for collaborative growth [13]

即时零售市场竞争进入第二阶段，各平台竞争趋于理性但仍激烈，主要 参与者包括美团、饿了么和京东，各平台通过补贴、品类扩张和模式创 新争夺市场份额。 美团闪购业务日均订单突破 1,000 万单，增速超过外卖业务，成为其重 要增长点，但面临下沉市场竞争激烈和一二线城市用户渗透率提升瓶颈。 饿了么通过与淘宝天猫整合，推进闪购业务，并加大补贴力度，订单增 速显著提升，尤其在超市便利和仓店方面表现突出，但盈利状况受补贴 影响较大。 京东进军外卖领域旨在防守，阻止美团过度发展，并提升自身履约配送 能力，但每单亏损较高，向上突破难度较大。 美团鲜花品类抽成最高，3C 数码抽成较低，各平台在鲜花和 3C 数码等 品类的上翻率存在差异，反映出不同品类的渗透空间和运营效率。 商务部预测 2030 年即时零售市场规模将突破 2 万亿，但客户是否愿意 为更快的配送支付额外费用仍是关键问题，供应链管理和 AI 赋能将变得 重要。 美团外卖增速放缓，闪购面临不确定性，本地生活竞争激烈，新业务亏 损扩大，短期面临扰动因素，但长期来看仍有投资价值，关注海外业务 和 AI 赋能。 问答•从外卖大战看闪购业务的后续发展 20250616 摘要 Q ...

新能源汽车产量保持增长、假日文旅体验火热、以旧换新带动消费向好……5月份经济数据出炉，国民经济运行总体平稳、稳中有进，新动能成长壮大，高 质量发展向优向新。 图片来源：官网截图 图片来源：官网截图 产业动能积蓄，创新引领升级。5月份，规模以上高技术制造业增加值同比增长8.6%，数字产品制造业增加值增长9.1%，均明显快于规模以上工业增速；新 能源汽车、太阳能电池产量分别增长31.7%和27.8%，保持高速增长。数据充分印证，我国正处在产业升级发展的关键期，高端制造、数字经济、新能源产 业等新动能持续壮大，有力促进了产业转型、经济平稳运行。 消费亮点纷呈，装扮美好生活。在消费品以旧换新政策、网售促销等因素影响下，市场销售增长加快。5月份，社会消费品零售总额同比增长6.4%，增速比 上月加快1.3个百分点。消费增长加快，尤其是服务消费扩大，对相关服务业的拉动作用也在显现。"五一""端午"假期居民旅游出行明显增多，各地积极探 索文旅消费新模式，以多元化供给为扩大消费注入新动力，文旅休闲、出行服务、聚会就餐等消费较快增长。从未来发展看，直播带货、即时零售等消费新 业态日益成熟，银发经济、首发经济、低空经济等快速发展， ...

Core Viewpoint - Ele.me is intensifying its efforts in the competitive food delivery market by launching the upgraded "优店腾跃计划" with an investment exceeding 1 billion yuan to support quality merchants and enhance its market position during the peak season [2][3]. Group 1: Strategic Initiatives - The "优店腾跃计划" was initially launched in March 2023, and the recent doubling of investment indicates Ele.me's commitment to supporting new merchants [2]. - The company aims to establish a clear market position by focusing on profitability and operational efficiency under the leadership of the new management team, which emphasizes a "1+2" long-term strategic framework [2][5]. - Ele.me's daily order volume has surged to over 40 million, reflecting a fourfold increase within 21 days, showcasing its competitive response to market challenges [3][4]. Group 2: Support Measures for Merchants - Ele.me is implementing fee waivers for new merchants, offering up to three months of commission-free service to encourage new store openings [4]. - The platform is enhancing traffic support for new merchants by providing additional free traffic packages, aiming to improve visibility and order conversion rates [4]. - The introduction of an "intelligent merchant management system" includes various AI tools designed to improve operational efficiency for merchants [4]. Group 3: Market Position and Future Outlook - The competition in the food delivery market is intensifying, particularly with the entry of JD.com, prompting Ele.me to increase subsidies and promotional activities [3][5]. - Ele.me's strategy focuses on enhancing supply-side capabilities to differentiate itself in the market, which is crucial for competing against strong rivals like JD.com and Meituan [4][6]. - The collaboration between Ele.me and Taobao Shanguo is seen as a strategic move to leverage Alibaba's resources for sustained growth, with the potential for Ele.me to remain an independent service provider [6].

6月本是白酒市场的淡季，被库存压得喘不过气的烟酒店主 们，突然发现即时零售这束光从门缝里照了进来。 作者：郑淯心 封图：图虫创意 订单还没打印完，骑手们已蜂拥而入。十几个外卖小哥让200平米的烟酒店变得拥挤不堪，每个人 手里都拿着三四张订单，催促老板快点交货。原本9点才营业的门店，瞬间陷入一片忙乱。 杜玉宝急得直拍柜台，一边打电话催促员工火速到岗，一边招呼亲戚朋友来帮忙。打包袋的摩擦 声、骑手的催促声、打印机的咔嗒声混作一团，订单提示音还在不停响着。 这位做了30年线下生意的老烟酒商，正打包着人生第一波即时零售订单。参加美团闪购"618"活动 时，她只是抱着死马当活马医的心态——2025年门店销售额断崖式下滑，本想尝试一下新渠道， 却被眼前的场面颠覆了认知。 杜玉宝的经历只是2025年即时零售"618"的一个切片。 从5月28日的零点到中午12点，12小时白酒 成交额 3亿元，同比 增长70倍……美团闪购的数据让不少线下经销商开始思考：是否应该布局即 时零售这个新渠道。 而去年的"双11"，头部酒厂还在为电商破价吵得面红耳赤；半年多后，茅台、泸州老窖、洋河等品 牌已调转方向，争相拥抱即时零售的浪潮。 其中，泸 ...