尽管以歪马送酒为代表的酒类即时零售被业内认为是能够提升商品动销的新机会，但在该"蓝海"渠道 中，保真及客单价较低的问题正挑战歪马送酒的"神经"。12月16日，北京商报记者在黑猫投诉平台查询 发现，部分消费者反馈在歪马送酒平台所购产品，与此前在其他渠道购酒味道存在差异，疑似假酒。 在保真问题尚待验证的同时，北京商报记者走访部分歪马送酒线下门店及登录其线上小程序发现，目前 歪马送酒推荐的产品多贴有"低价"标签。作为美团旗下酒水即时零售品牌，歪马送酒以平均15分钟送达 的高效服务，持续挑战传统经销渠道的"底线"。但同时，从线上轻量化的"送酒平台"，到线下拥有超过 2000个前置仓实体网络，歪马送酒也面临诸如保真、客单价较低等问题。 "低价"标签 在位于北京东四附近的歪马送酒门店外，身着黄色工服的员工正在整理货物，在这些货物中，啤酒成为 主角。走进店内，超20款酒类产品整齐码放在前置仓中，工作人员则在后台处理着消费者的线上下单需 求。 值得注意的是，在店内码放的产品中，啤酒占绝大部分。该店店员表示："目前消费者较多选购的产品 主要集中在啤酒品类，客单价相对较低。很多消费者选择歪马送酒主要看中价格优势。尤其在平台打价 ...

尽管以歪马送酒为代表的即时零售被业内认为是能够提升酒类商品动销的新机会，但在这个被视为蓝海的渠道中，保真问题以及客单价较低正挑战着歪马送 酒的"神经"。12月16日，北京商报记者登录黑猫投诉查询发现，部分消费者反馈在该平台上所购产品与此前在其他渠道购酒味道存在差异，疑似假酒。 "低价"标签 在位于东四附近的歪马送酒门店外，身着黄色工服的员工正在整理货物，在这些货物中，啤酒品类明显成为主角。与此同时，走进店内，超过20多款酒类产 品在前置仓中被码放得整整齐齐，店内员工在后台频频处理着消费者线上下单需求。 值得注意的是，在该店内码放的产品中，啤酒占绝大部分，其中包括燕京啤酒、青岛啤酒以及雪花啤酒旗下多款产品。该店店员向记者表示："消费者目前 较多选购的产品主要集中在啤酒品类，客单价相对较低。很多消费者选择歪马送酒主要是看中价格优势。尤其是在平台打价格战的时候，会为消费者送出很 多优惠券以吸引消费增加黏度。" 据了解，自2021年在惠州试点启动项目以来，截至目前，歪马送酒已在全国建立起2000多个前置仓，用户突破2000万，交易规模预计突破60亿元。 不仅仅是线下前置仓客单价较低，登录歪马送酒小程序查询不难发现，其 ...

Core Insights - The instant retail sector for alcoholic beverages is experiencing explosive growth due to consumption upgrades and the popularity of instant delivery services [1][2] - Anhui Jichong Liquor Flash Warehouse has emerged as a pioneer in the industry by leveraging an innovative business model and an efficient supply chain system, providing consumers with a new purchasing experience [1][2] Market Opportunities in Instant Alcohol Retail - The Chinese alcoholic beverage market is vast, primarily relying on traditional offline channels like convenience stores and supermarkets, which face issues such as slow delivery and limited product variety [2] - The demand for convenience and immediacy among younger consumers has led to the rise of the "online ordering + instant delivery" model, further accelerated by the pandemic [2] - In 2023, the domestic instant retail market has surpassed 1 trillion yuan, with a significant increase in the share of alcoholic beverages [2] Innovative Model: Supply Chain and Digitalization - The core competitiveness of Jichong Liquor Flash Warehouse lies in its efficient supply chain management and digital operations [6] - **Smart Product Selection and Inventory Management**: The company analyzes regional consumption data to optimize its SKU selection, ensuring popular products are well-stocked [7] - **Front Warehouse Network Coverage**: Utilizing a "central warehouse + community front warehouse" model, the company has established over 50 front warehouses in cities like Hefei and Wuhu [8] - **Technology Empowerment Across Processes**: The entire process from order placement to delivery is managed through algorithmic scheduling, optimizing delivery routes and predicting peak times [9] Differentiated Services: From Convenience to Experience Upgrade - In addition to speed, the company builds a competitive edge through value-added services [11] - **Professional Alcohol Consultants**: Offering online consultation to help consumers select suitable beverages for various occasions [11] - **Customized Delivery**: Night delivery services extend to midnight, catering to late-night consumption needs, with special holiday gift boxes available for instant delivery [12] - **Membership System**: Enhancing user engagement through point redemption and invitations to tasting events, while accumulating consumer data to inform product selection strategies [12] Challenges and Future Outlook for the Industry - Despite the promising outlook, the instant alcohol retail sector faces challenges such as the impact of cold chain delivery on the quality of beer and sparkling wine, and authenticity issues with high-end products [13] - The company collaborates directly with manufacturers and employs anti-counterfeiting measures to build consumer trust [13] - The industry is becoming increasingly competitive, with platforms like Meituan and JD.com intensifying their instant alcohol business efforts [13] - Experts predict three major trends for the future of instant alcohol retail: diversification of product categories, segmentation of service scenarios, and deeper application of technology [13] Conclusion - The practices of Anhui Jichong Liquor Flash Warehouse not only validate the commercial viability of instant alcohol retail but also drive the industry towards a transformation from "passive purchasing" to "active service" [15] - Its model serves as a reference for regional brands to break through by focusing on agile supply chains and immediate consumer needs, potentially positioning instant alcohol retail as the next trillion-yuan market [15]