近日，即时零售市场迎来了一场激烈的竞争。京东"自营秒送"业务上线，美团针锋相对推出即时零售品 牌"美团闪购"。紧接着，淘宝将"小时达"升级为"淘宝闪购"，依托饿了么的运力网络，全面加速布局即 时零售市场。 所谓"即时零售"，是为了满足消费者"即买即得"的需求，基于即时配送体系的消费模式，强调"线上下 单，30分钟送达"。这种需求在年轻群体中持续增长，比如咨询机构埃森哲发布的《聚焦中国95后消费 群体》指出，超过50%的"95后"希望在购物当天即可收到商品，"速度"成为影响年轻一代消费决策的重 要因素。 对于平台而言，线上消费市场流量红利趋于饱和，他们必须寻找新的增量。因此，借助各自的外卖配送 体系，拓展外卖或快递的边界，除了餐饮和生鲜之外，将药品、日用品、服饰、数码产品等品类也纳 入"即点即送"的范围。因此，各家平台开始争夺这一增量业务，但从消费市场而言，可能更多的是存量 替代。 数字经济带来更高的效率以及更多的新商业模式，推动商业创新与革命，这场革命的核心是效率，即能 够以更低的成本更快的速度将商品送到客户手中，并且给消费者无数种选择权。这种改变极大促进了消 费并提高了消费体验和商业红利，降低了消费者生活成 ...

Core Insights - Instant retail is experiencing rapid growth, significantly outpacing traditional retail and online sales, with a projected growth rate of over three times that of overall retail sales in China for 2024 [1][4] - The shift towards instant retail reflects changing consumer behaviors, particularly among younger demographics who prioritize immediate gratification over bulk purchasing [7][9] - The competitive landscape is evolving, with platforms like Meituan and Ele.me integrating fragmented supply chains to enhance service offerings and reduce costs [6][10] Group 1: Market Dynamics - Instant retail has shown strong growth, with a notable increase in online retail sales by 7.2% year-on-year, while instant retail is projected to grow at a rate exceeding 21% [1][4] - The market is witnessing a shift from traditional e-commerce to instant retail, which is affecting the sales of established players like JD.com and Alibaba [10][11] - The integration of local supply chains and the use of data analytics are enabling instant retail platforms to optimize inventory and reduce operational costs [6][14] Group 2: Consumer Behavior - Younger consumers, particularly those aged 35 and below, are driving the demand for instant retail, with over 70% of instant retail users falling into this age group [9][10] - The trend indicates a decline in bulk purchasing behavior, with consumers increasingly favoring immediate consumption and convenience [7][9] - Instant retail is becoming a preferred choice for various product categories, including food, beverages, and personal care items, reflecting a broader shift in consumer preferences [14][15] Group 3: Competitive Landscape - The competitive environment is intensifying, with major players investing heavily in subsidies to capture market share, leading to potential disruptions in pricing and service quality [13][15] - Brands are increasingly recognizing the importance of participating in instant retail to avoid missing out on market opportunities, as it represents a redistribution of existing consumer traffic [11][14] - The operational strategies of instant retail players are evolving, focusing on expanding product categories and developing private labels to enhance competitiveness [4][6]

618，这个延续了十几年的消费狂欢节，在"史上最长战线"的拉扯下，陷入了一种耐人寻味的寂静。 然而，在电商行业增长乏力之际，即时零售赛道"你争我抢"，呈现出了截然不同的火热景象。尤其是前 段时间，美团邀请上海歌手黄龄当代言人，口号"黄的更灵"让人直呼妙。这场充满玄学色彩的营销对 决，好不热闹。 美团邀请上海歌手黄龄当代言人，口号"黄的更灵"让人直呼妙 作者 | 闰然 统筹 | 张鹏霞 视觉 | 顾芗 但近期，这个618，为惨淡经营的行业带来了一些亮色。 今年，即时零售首次深度参与这种全民零售的消费大促。不过，令人没想到的是，最先卖爆的品类，竟 然是酒。 与此同时，"30分钟送万物""美团闪购白酒卖爆" 等话题不断登上热搜，成为了这个618亮眼的存在。 一冷一热的鲜明对比，折射出中国消费市场正在经历的深刻变革。消费者的需求已从单纯的价格敏感， 转向对品质与时效的双重追求。 把时间线放长，我们发现，不仅仅是这次618，诸多行业数据都显示，通过与众多酒饮渠道品牌合作， 以美团闪购为代表的即时零售平台上，酒水品类都实现了快速的增长。 这届消费者用真金白银证明：不仅要省钱，还要"现在就送到"。 酒，迎来新的市场增量 许 ...

Core Viewpoint - Traditional supermarkets in China, once thriving, are now struggling to adapt to changing consumer preferences and competition from new retail formats, leading to a significant decline in their market position [5][12][13]. Group 1: Traditional Supermarkets' Decline - Traditional supermarkets like RT-Mart have faced unprecedented operational pressures, leading to a sale at a significant loss to Dehong Capital [7]. - RT-Mart's parent company, Gaoxin Retail, reported a slight revenue decline of 1.4% year-on-year for the fiscal year 2025, despite achieving a net profit of 386 million yuan, indicating ongoing challenges in its transformation journey [9]. - Other traditional supermarkets such as Wumart, Carrefour, and Yonghui are also experiencing downturns and are attempting to regain growth through store upgrades and operational adjustments [10]. Group 2: Shift in Consumer Preferences - New retail formats like Pinduoduo, Hema, Sam's Club, and Costco are attracting younger consumers by offering not just products but also lifestyle experiences [11][12]. - The rise of "instant retail" and membership warehouse models has created a stark contrast to traditional supermarkets, which are losing relevance as consumer preferences shift towards convenience and unique shopping experiences [30][31]. - The market for instant retail in China has surpassed 650 billion yuan in 2023, with a compound annual growth rate of 56%, while traditional supermarkets face declining revenues and store closures [32]. Group 3: Evolution of Retail Formats - The traditional supermarket model is being challenged by a trend towards smaller, more efficient retail formats that cater to urban consumers' fast-paced lifestyles [35][36]. - New retail models focus on a limited selection of high-quality products, enhancing shopping efficiency and brand loyalty, contrasting with the overwhelming variety offered by traditional supermarkets [37][38]. - The emergence of private label brands and exclusive products in new retail formats has shifted consumer expectations, making traditional supermarkets' offerings seem less appealing [39][40]. Group 4: Future Directions for Traditional Supermarkets - Traditional supermarkets are beginning to recognize the need for transformation, inspired by successful models like Pinduoduo, which emphasize customer experience and emotional engagement [54][55]. - RT-Mart is exploring partnerships and pilot projects to enhance its fresh food processing capabilities and reposition stores as community commercial centers [59]. - The evolution of consumer preferences necessitates a fundamental rethinking of how traditional supermarkets operate, focusing on understanding and meeting modern consumer needs [61].

国家统计局新闻发言人、国民经济综合统计司司长付凌晖日前表示，即时零售等新业态高效便捷，受到 消费者欢迎，1—4月份，实物商品网上零售额同比增长5.8%，继续快于社会消费品零售额增速。 从消费者视角来看，即时零售的吸引力在于便捷与高效，完美契合了"即买即得"的消费需求。咨询机构 埃森哲发布的《聚焦中国95后消费群体》报告显示，超过50%的"95后"希望在购物当天即可收到商品， 且愿意为更快的配送服务支付一定溢价。在快节奏的现代生活中，"速度"已成为影响年轻一代消费决策 的重要因素，也是激发他们消费欲望的加速器。 最近多个电商平台在"外卖"上的竞争只是表象，它们真正争夺的是背后更大的即时零售市场。从"送 餐"到"送万物"，即时零售正成为电商平台新的竞争焦点，也打开了更大的消费赛道。各大电商平台纷 纷加大在即时零售领域的布局，投入大量资源完善配送体系、拓展商品品类、优化用户体验，有力地推 动了即时零售市场的快速发展。 事实上，即时零售的巨大市场潜力也受到国家关注，据商务部国际贸易经济合作研究院发布的《即时零 售行业发展报告（2024）》，2023年我国即时零售规模达6500亿元，同比增长28.89%，增速比同期网 ...

Core Viewpoint - The white liquor industry is experiencing a chaotic "price defense war" as e-commerce platforms reintroduce aggressive low-price strategies ahead of the "618" shopping festival, significantly impacting market prices and the traditional distribution model [1][2][3]. Group 1: Price Dynamics - E-commerce platforms like Meituan, JD.com, and Ele.me are extending their "hundred billion subsidies" and "30-minute delivery" models to offline sales, leading to a dramatic increase in liquor sales, with overall liquor transaction volume up over 18 times year-on-year and white liquor sales up over 70 times [1]. - The market price of high-end liquors such as Moutai and Wuliangye is under pressure, with Moutai's market price nearing 2100 yuan and Wuliangye's online price dropping to as low as 900 yuan due to aggressive e-commerce pricing strategies [1][3]. Group 2: Channel Transformation - The ongoing price war is prompting discussions about deeper changes in distribution models within the white liquor industry, as traditional distributors face challenges such as inventory reduction and price inversion [2][3]. - The number of distributors for 21 listed liquor companies has decreased from 58,437 in 2023 to 56,747 in 2024, indicating a significant contraction in the traditional distribution model [6]. Group 3: Strategic Adjustments by Companies - Major liquor companies like Moutai and Wuliangye are implementing strategies to stabilize prices and ensure distributor profitability, with Moutai adopting a "4+6" channel layout to optimize its distribution ecosystem [7][8]. - Wuliangye is focusing on enhancing distributor profitability as a key market strategy for 2025, while also restructuring its sales system to improve efficiency [8]. - Luzhou Laojiao is actively promoting new channels alongside traditional ones, launching initiatives like "hourly delivery" on platforms such as Douyin to enhance consumer access [8].

消息面，今年618大促已经打响。5月27日，美团高调宣布以外卖+闪购;的形式首次入局618大促，并获 得不错成绩。 据美团闪购近日发布618首周期消费数据洞察显示，5月28日至6月1日，新客大幅增长，95后占比近6 成，带动品牌、商家高速增长，超50个品类商品成交额相比去年同期增长超过1倍。 其中，白酒成交额增长近19倍，智能设备增长超8倍，电子教育类商品增长超5倍，电脑整机增长超3 倍，运动鞋服、眼部护理用品、男士彩妆增长均超2倍，多类儿童用品、户外出游等节日相关商品销售 翻倍；超过800家品牌商超过800家品牌商、零售商成交额增长翻倍。 有分析认为，美团闪购618首周战报成绩如此亮眼，这背后是中国电商行业正经历一场静默的革命。 6月5日，美团-W（03690.HK）股价延续近期涨势，截至收盘，涨幅为2.63%，报144.4港元/股；近8个 交易日累计涨幅11.59%，显著跑赢京东集团-SW（09618.HK）、阿里巴巴-W（09988.HK）等科网股。 美团闪购以无预售、无凑单、半小时达;的极简模式切入市场，直接冲击传统电商的运营逻辑。 多年来，传统电商平台超长预售机制，已经让消费者耐心消耗殆尽，而即时零 ...

Core Insights - The 618 shopping festival is evolving with new players like Meituan joining, indicating a need for fresh energy in a market that has become more rational and competitive [1] - Instant retail has transformed from an optional convenience to a baseline expectation for consumers, with major e-commerce platforms increasing investments in this area [2] - AI technology is increasingly integrated into the e-commerce supply chain, enhancing efficiency and enabling new marketing tools for merchants [4][5] - Consumer decision-making is shifting towards a balance of rational cost-benefit analysis and emotional value, indicating a deeper engagement with brands [7] - The "trade-in" policy and the activation of lower-tier markets are driving new growth opportunities for e-commerce platforms [8][10] - The competition landscape is evolving, focusing on customer experience, emotional resonance, and effective management of existing assets [11] Group 1: Instant Retail - Instant retail has become a critical component of consumer experience, with platforms like Meituan and JD.com enhancing their delivery capabilities [2] - Major platforms are launching features like "1-hour delivery" to meet consumer demands for speed and convenience [2] Group 2: AI Integration - AI tools are being deployed across the e-commerce chain, with Alibaba and JD.com offering new AI-driven marketing solutions to help merchants reduce costs and improve efficiency [4][5] - The introduction of AI-generated video content is significantly reducing production costs and time for merchants [5] Group 3: Consumer Behavior - Consumers are increasingly acting as "calculators," seeking maximum value while also being influenced by emotional factors such as brand stories and sustainability [7] - The rise of niche brands that resonate emotionally with consumers indicates a shift in purchasing motivations [7] Group 4: Market Growth Drivers - The "trade-in" policy is being leveraged by platforms to stimulate demand for durable goods, with significant subsidies being offered [8][10] - Lower-tier markets are showing strong purchasing power, prompting brands to refine their strategies to cater to these consumers [10] Group 5: Competitive Landscape - The focus of competition is shifting from price wars to enhancing fulfillment experiences and emotional connections with consumers [11] - Companies must develop sharper consumer insights and more flexible supply chains to thrive in this evolving market [11]

为了进一步抢夺新流量，以往只是细分赛道之一的即时零售在今年618成为"主战场"。就在端午假期结 束不久，美团闪购就披露618首周期消费数据，3C家电、运动用品、美妆护肤、母婴奶粉、儿童玩具等 类目的超过800个品牌商、零售商成交额翻倍增长。 京东外卖与淘宝闪购也不示弱。本月1日，京东外卖公布全职骑手规模已突破10万人，比原计划提前近2 个月达成，外卖日订单量已突破2500万单。5月底，距离上线不到一个月，淘宝闪购联合饿了么公布日 订单数已超4000万。 开放合作巨头携"小弟"开启"种草"之路 面对流量增量越来越难获得的当下，今年618，京东与阿里两家电商巨头主动"破壁"，相继宣布与小红 书"跨界"合作，通过"种草"机制触发更多的消费者在两家平台上的消费。据了解，618前夕，淘宝天猫 与小红书签订战略合作，打造"红猫计划"，消费者在小红书"种草"笔记可直接跳转至淘宝App。 在5月底，京东也高调宣布与小红书战略合作升级，推出"红京计划"。"在小红书投放广告可添加京东购 物链接，用户点击广告可直接跳转至京东App。"京东如此介绍。 近年来，小红书在电商领域积极"跑马圈地"，京东、阿里选择在上半年关键大促时间，与前 ...

Group 1 - The consumption market during the Dragon Boat Festival remains strong, with instant retail emerging as a significant highlight of holiday consumption [1] - Multiple platforms have increased subsidy efforts to further promote instant retail across various scenarios, leading to a surge in orders for multiple categories [1] - Data from SF Express shows significant year-on-year growth in various categories, including beverages, fast food, and maternal and child products during the holiday [1] Group 2 - JD Qixian reports a rise in short-distance travel demand during the Dragon Boat Festival, with consumers favoring "light travel" and using instant retail platforms for convenient purchases [2] - Taobao Flash Purchase data indicates a 220% increase in zongzi sales compared to the previous week, driven by the overlap of the holiday and the college entrance examination season [2] - The instant retail market is recognized for its vast growth potential, with a projected scale exceeding 1.7 trillion yuan by 2030 and a CAGR of approximately 20% over the next five years [2] Group 3 - New tea and coffee categories have become key focus areas for platform subsidies, with significant increases in order volumes for leading beverage brands during the holiday [3] - The competition among instant delivery platforms has intensified, with major players like Taobao, JD, and Meituan engaging in aggressive promotional activities [3] - Instant retail is becoming a new growth point in the retail industry, driven by its service model that meets consumer demands for timeliness and convenience [3]