虽然即时服务体验的中西部与东部差距在逐步弥合，人们的过节口味仍存在明显"南北差异"。美团数据 显示，相对而言，南方线上实时消费增长最快的品类是啤酒、纯奶制品；而北方则更偏好辣卤小吃、烤 炸类零食、糖果巧克力、雪糕。不过，得益于南北人员流动等各类原因，"冬天吃雪糕"的饮食偏好，也 在南方流行起来，今年春节期间，南方雪糕销量同比增长106%，增速比北方高70%。 此外，今年春节假期与米兰冬奥会关键赛事日程高度重合，带火了全民春节冰雪消费热，不少县域滑雪 场除夕、初一仍爆满。从销售冰雪运动周边获得收入的美团商家同比增长两成，美团平台滑雪服、雪 鞋、头盔等各类装备的实时在线销量同比最高翻3倍。山东潍坊官护山滑雪场兼职教练刘敏告诉记者， 雪场最大接待能力在一千多人，大年初一就有近千人入场滑雪，"最近两天温度升高，雪化得快，速度 上不去，人才少了些"。刘敏刚大学毕业，日常在山东济南工作，爱好滑雪，假期返乡兼职赚零花钱， 春节假期每天带教收入1300多元。 整体而言，马年春节县域即时消费呈现出东中西部服务体验差距进一步缩小，南北方消费偏好各异的特 点。中国社会科学院财经战略研究院研究员魏翔表示，节日消费是观察消费趋势的重要 ...

（来源：经济日报） 人口流动带来的消费迁移，固然是春节假期县域即时零售火热的重要动力，但更深层的推动力来自需求 升级、基建完善、技术赋能与政策支持的共振。需求端，伴随互联网成长起来的县域青年，对高品质、 便利性和多元化有更高要求，"即时满足"正从可选变为必需。基础设施层面，县域商业基础设施加快升 级，物流配送效率持续提高，为即时零售发展打牢基础。政策层面，近年来国家持续推进县域商业体系 建设，完善县乡村三级物流网络，鼓励即时零售等新业态发展，一系列利好政策破除市场壁垒，引导平 台与商户向县域市场深耕。 县域即时零售"马力十足"，折射出中国消费市场向下扎根、向上生长的蓬勃力量，其中传递出3个重要 信号：一是县域消费市场的潜力正在加速释放，成为拉动消费的新增长点；二是数字经济与实体经济的 融合，正在重塑县域商业的生态格局；三是城乡消费差距逐步缩小，县域消费者的获得感和幸福感持续 提升。同时，即时零售催生的骑手、分拣员等灵活岗位，让返乡人员、农村剩余劳动力实现就地就近就 业，增强了县域就业市场的弹性与活力。 近年来，我国即时零售保持高速增长，增速持续高于社会消费品零售总额平均水平。有关研究显示， 2026年我国即时 ...

春节往返，人们的行李明显变少变轻了。曾经大包小包、肩扛手提的返乡场景越来越少见，取而代 之的是轻装简行，"人先到家、货随人到、随买随用"成为新年俗。这一转变，得益于城乡流通体系的日 益完善、县域即时零售的快速普及，更是我国超大规模市场潜力持续释放的生动写照。 春节是观察中国消费动向的重要窗口。过去很长一段时间，春节返乡总要提前置办年货、装满行 囊，把城市里的商品带回县城与乡村，本质上是城乡商品供给存在差距、消费服务不够便捷的现实反 映。近年来，随着县域即时零售从无到有、从有到优、从城市到乡村的快速发展，越来越多人选择轻装 回家、到家再买，年货、生鲜、日用品、礼品，打开手机就能下单，短时间即可配送到家。 也要看到，推动县域即时零售持续健康发展，仍需多方发力。要持续完善县域基础设施与物流体 系，推动人工智能等前沿技术加速落地应用；强化对县域商户的数字化赋能，特别是帮助小微商户跨 越"数字鸿沟"；推动即时零售与特色产业深度融合，让即时零售成为县域产业升级的助推器。(本文来 源：经济日报 作者：熊丽) 近年来，我国即时零售保持高速增长，增速持续高于社会消费品零售总额平均水平。有关研究显 示，2026年我国即时零售规模 ...

新浪科技讯 2月26日晚间消息，美团数据显示，自除夕（2月16日）至正月初七（2月23日），县域春节 礼赠即时零售订单同比增长30%左右，与送礼、聚会相关的电子产品、酒类、高端水果稳居销量前三 甲，成为今年县域春节消费"新三件套"。其中，智能手表销量同比涨6倍，手机和平板销量同比增2倍； 榴莲、蓝莓等高端水果最高涨3倍；白酒和洋酒同比翻一番。 美团下沉即时零售市场相关负责人表示，春节数据显示，即时消费理念已经在全国县域城市、乡镇普及 开来，人们已经习惯在走亲访友、团圆聚会、假期空箱出行的路上实时下单，真正实现了"人到家，礼 进门"。此外，随着中西部即时配送网络基础设施越来越完善，当地即时消费市场潜力得到有效释放。 数据显示，春节期间，即时零售订单量增速最快的10个县域城市，全部位于新疆、西藏、甘肃、青海、 广西、重庆、贵州等中西部地区。其中，新疆阿图什市同比增长3倍有余，广西博白县、湖北云梦县也 分别实现翻倍增长。 责任编辑：何俊熹 新浪科技讯 2月26日晚间消息，美团数据显示，自除夕（2月16日）至正月初七（2月23日），县域春节 礼赠即时零售订单同比增长30%左右，与送礼、聚会相关的电子产品、酒类、高端水 ...

陈永伟 2月5日，美团在香港联交所发布公告，宣布将以约7.17亿美元的初始对价，收购叮咚买菜中国业务 100%股权。交割完成后，叮咚买菜将成为美团的间接全资附属公司，其财务业绩将并入美团报表。对 于熟悉"生鲜大战"的人来说，这一结局并不意外，却颇具象征意义。 回头看即时零售这条赛道，会发现它的发展轨迹并不复杂：从外卖构建城市级配送网络，到前置仓探索 履约效率的极限，再到平台整合各类供给节点，行业表面上经历了多轮模式更替，但底层逻辑始终未变 ——围绕城市内部的订单密度展开。当电商已经将价格和品类推向极致，零售竞争的核心变量，正在不 可避免地转向时间。 几年前，前置仓曾是最炙手可热的创业赛道之一。成立于2017年的叮咚买菜，一度是这一赛道的头部代 表。凭借成千上万个小型仓库网络，以及"最快29分钟送达"的承诺，叮咚买菜在2021年上市前曾接近90 亿美元市值。然而短短几年后，前置仓模式迅速退潮，代表企业要么出局，要么收缩，行业整体降温。 正是在这一背景下，美团选择出手，将叮咚买菜纳入自己的即时零售版图。这并非一桩单纯的并购事 件，而更像是行业进入整合阶段的信号：创业者探索出的多种模式，正在被平台吸收，逐渐融入城市 ...

Core Insights - Meituan announced the acquisition of Dingdong Maicai's China business for approximately $717 million, marking a significant move in the instant retail sector [1][2] - The acquisition signals a shift in the industry towards consolidation, as various business models explored by entrepreneurs are being absorbed into platform-level infrastructure [2][13] - Instant retail is evolving from a startup battleground to a platform-based infrastructure, focusing on time-sensitive consumer needs rather than just price and variety [2][24] Industry Overview - The instant retail market in China is projected to reach 781 billion yuan in 2024, with a growth rate exceeding 20%, significantly outpacing traditional online retail [5] - By 2026, the market size is expected to surpass 1 trillion yuan, indicating that instant retail is becoming one of the fastest-growing segments in the overall consumption landscape [5] Consumer Behavior - Despite the maturity of e-commerce, a significant portion of retail consumption (approximately 73.9%) still occurs in local offline settings, highlighting the ongoing relevance of physical retail [3][4] - Instant retail addresses the time-sensitive nature of consumer needs, particularly for everyday items that are often unplanned purchases [4][6] Competitive Landscape - The competition in instant retail is shifting from a focus on business models to a focus on order density and delivery speed, as platforms seek to optimize their logistics networks [17][20] - Different operational models coexist in the market, including platform-connected models, self-operated models, and hybrid models, each addressing the challenge of achieving high order density in urban environments [14][15] Future Trends - The future of instant retail is likely to see a transition from traffic competition to density competition, where the efficiency of order distribution within urban areas becomes the key competitive factor [20][23] - Instant retail may lead to a convergence of e-commerce and local services, blurring the lines between online and offline retail as platforms integrate both types of orders into a unified system [22][23] - The competitive landscape may evolve into a patchwork of city-level networks, where different platforms hold varying advantages in different urban areas [21][23]

本报记者 梁傲男 春节将至，年货市场竞争升温。即时零售成为今年市场最大变量，正悄然重塑年货消费格局与节奏。在家准备晚饭的市民 程女士发现食材短缺后，打开即时零售App，几下点击便完成下单。不到30分钟，新鲜的鱼虾和配菜便送抵家中。像程女士这 样的消费经历，正是当下年货消费的新常态缩影。 即时零售正以"随时响应、快速触达"的特性，消弭了线上线下消费场景的边界。以往，消费者需要精心规划购物行程，甚 至辗转于不同商店进行比较。如今，这种模式正被一站式"即时满足"所替代。 以"数字化即时履约"为核心，即时零售行业正重构消费市场的版图，成为扩内需、促消费的重要支撑。《即时零售行业发 展报告（2025）》（以下简称"报告"）显示，2026年即时零售市场规模预计将突破1万亿元，"十五五"期间年均增速将达 12.6%。行业规模扩张与业态革新双线并进，已然成为零售业增长的新动能。 从"囤货"到"即时" 提升平台复购率 随着消费主力人群的代际更迭，过去以家庭为单位、提前进行的"集中式囤货"，正被场景驱动的"即时满足"所替代。 报告显示，需求侧呈现"年轻、即时、健康"三大特征，2024年31岁至45岁消费群体占比达55%。美团闪购 ...

Core Viewpoint - The acquisition of Dingdong Maicai by Meituan highlights the strategic necessity for Meituan to enhance its supply chain capabilities in the fresh produce sector, where it currently lacks the operational efficiency and brand trust that competitors like Alibaba's Hema possess [2][3]. Group 1: Acquisition Rationale - Dingdong Maicai is recognized for its unique operational capabilities, particularly in minimizing waste through real-time sales monitoring and automated pricing adjustments, which have allowed it to achieve profitability as an independent entity [2]. - Meituan's acquisition aims to address its shortcomings in the fresh produce supply chain, as it lacks a self-operated product supply chain and brand recognition in this sector [3]. - The acquisition serves as a strategic move for Meituan to quickly acquire a proven system that enhances unit economic efficiency (UE) in the fresh produce category, enabling it to compete more effectively against Hema [3]. Group 2: Industry Insights - The article distinguishes between traditional e-commerce's "long tail theory" and the "shelf economics" that govern instant retail, emphasizing that instant retail cannot afford to stock slow-moving items due to high operational costs [5][6]. - The concept of UE is critical in determining the sustainability of business models in instant retail, where profitability must be calculated after accounting for all costs associated with each order [6]. - Dingdong Maicai's digital system has successfully identified pathways to achieve positive UE in the high-waste fresh produce category, which is a key reason for Meituan's interest in the acquisition [6]. Group 3: Competitive Landscape - Meituan and Alibaba represent two distinct business models: Meituan's "efficiency model" focuses on stringent UE requirements and operational precision, while Alibaba's "ecosystem model" leverages a vast network of brand supply chains and can absorb short-term UE losses for long-term market development [8][9]. - Meituan's strategy involves enhancing its supply chain capabilities through the acquisition of Dingdong Maicai, aiming to evolve from merely fast delivery to precise selection and low waste [9]. - Alibaba's challenge lies in improving its fulfillment infrastructure and internal coordination to enhance real-time operational efficiency while capitalizing on its ecosystem advantages [9]. Group 4: Future Trends - The future of instant retail is expected to shift towards low-frequency, high-value products, where the complexity of UE calculations increases significantly, necessitating advanced inventory control and supply chain depth [11]. - The competition will evolve from a focus on traffic and delivery capacity to a deeper battle over AI-driven infrastructure that optimizes every aspect of the supply chain [11][12]. - Meituan's path involves leveraging AI to enhance its supply chain operations, while Alibaba aims to redefine user interaction through AI models that better understand and fulfill consumer needs [12].

Core Insights - The new round of instant retail competition has begun, accelerated by the AI assistant battle [3][26] - Alibaba's management encourages bold moves in flash sales, aiming for significant investment in instant retail by 2026 [4][28] - The focus for Taobao Flash Sales includes high-value orders and precise operational improvements in food delivery and instant retail [5][29] Group 1: Market Strategy - Taobao Flash Sales plans to increase its investment in 2026, focusing on instant retail and high-value orders above 30 yuan [4][28] - The strategy includes enhancing delivery efficiency and targeting specific high-demand categories like pharmaceuticals, beverages, and fresh produce [5][29] - The goal is to surpass Meituan's market share by summer 2026, with a focus on high-quality orders [7][31] Group 2: Competitive Landscape - The current market share is approximately 50% for Meituan and 40% for Taobao Flash Sales, with JD.com below 5% [9][34] - Taobao Flash Sales has shifted its focus from order volume growth to increasing the proportion of high-quality orders to 60% [9][34] - Both companies are competing on delivery capabilities, with Taobao Flash Sales aiming to match Meituan's delivery times [10][35] Group 3: Operational Enhancements - Taobao Flash Sales is implementing a "super computing system" to optimize delivery processes and reduce costs [10][35] - The company is expanding its delivery capacity with multiple logistics lines, enhancing its operational efficiency [11][36] - In southern regions, Taobao Flash Sales has improved delivery times, surpassing Meituan in cities like Guangzhou and Shenzhen [12][36] Group 4: Infrastructure Development - Instant retail requires long-term investment and infrastructure development, with a focus on building warehouses for efficient delivery [14][38] - Taobao Flash Sales is currently stabilizing its daily order volume at around 10 million, which is about half of Meituan's [17][41] - Alibaba is constructing dedicated warehouses for instant retail, with plans to expand its logistics network significantly [18][42] Group 5: AI Integration and User Engagement - The competition for AI entry points is intensifying, with significant investments from Alibaba to cultivate consumer habits in AI-assisted shopping [21][45] - The launch of the Qianwen app has led to a surge in user engagement, with daily active users increasing dramatically during promotional events [22][46] - The integration of AI into shopping experiences is seen as a critical area for future growth, despite potential challenges in user retention [23][47]

Core Insights - The surge in demand for instant retail during the Spring Festival is attributed to the robust logistics infrastructure of Taobao Flash Purchase, which has enhanced delivery efficiency and rider incentives [3][15]. Group 1: Rider Incentives - Taobao Flash Purchase has invested nearly 2 billion yuan in advance to prepare for the Spring Festival, resulting in significant income increases for riders, with those in first-tier cities earning over 10,000 yuan [4][6]. - The incentive system includes various rewards such as retention bonuses, performance bonuses, and additional incentives for adverse weather conditions, creating a positive feedback loop for rider engagement [6][12]. - Riders in specific areas, such as Tongzhou in Beijing, reported earnings exceeding 20,000 yuan during the festival due to a combination of bonuses and incentives [6][12]. Group 2: Logistics Infrastructure - The operational efficiency of Taobao Flash Purchase during the Spring Festival is supported by advanced logistics infrastructure, including AI-driven scheduling and refined operational management [7][9]. - The AI assistant for riders has been upgraded to enhance service efficiency, providing real-time reminders and consolidating operational tasks to reduce time spent on administrative duties [9][10]. - Digital enhancements have improved every stage of the delivery process, from meal preparation to final delivery, significantly increasing overall efficiency [12][15]. Group 3: Industry Trends - The instant retail market in China is projected to exceed 1 trillion yuan by 2026 and 2 trillion yuan by 2030, indicating a shift from emergency needs to everyday consumer behavior [13][15]. - The competition in the instant retail sector is evolving from price and product competition to a focus on infrastructure and technological capabilities [13][15]. - The success of instant retail hinges on the ability to solidify logistics infrastructure and ensure stable, efficient delivery capabilities, combining human needs with technological advancements [15].