Core Viewpoint - The article highlights the significant shift in the Chinese liquor market towards instant retail, particularly during the "618" shopping festival, as traditional sales channels face challenges due to high inventory and changing consumer behaviors [4][6][14]. Group 1: Instant Retail Surge - In June, typically a slow season for the liquor market, instant retail emerged as a vital opportunity for liquor store owners facing inventory pressures [1][7]. - During the "618" event, from midnight to noon on May 28, the white liquor sales reached 3 billion yuan, marking a 70-fold increase year-on-year [4]. - Major liquor brands like Moutai and Luzhou Laojiao are now embracing instant retail as a response to market challenges and changing consumer habits [5][6]. Group 2: Market Dynamics - The white liquor market is experiencing a downturn, with prices for Moutai dropping below 2000 yuan per bottle in some regions, leading to a breakdown of traditional inventory strategies [6][19]. - Over 60% of liquor distributors reported increased inventory levels, with total stock for 20 A-share listed liquor companies reaching 136.35 billion yuan, a 12% increase year-on-year [18]. - Instant retail is seen as a new channel to revitalize the liquor retail model, catering to the demand for convenience and immediate consumption [6][32]. Group 3: Consumer Behavior Changes - The article notes a shift in consumer purchasing behavior, with younger consumers preferring immediate purchases over stockpiling liquor [6][32]. - Instant retail caters to various scenarios, including emergency needs, travel, gifting, and on-demand purchases, reflecting a change in consumer preferences [32]. - The data indicates that 30% of liquor orders are delivered directly to restaurants and hotels, highlighting the trend of "instant intoxication" among younger consumers [6]. Group 4: Retailer Experiences - Retailers like Du Yubao, who traditionally relied on offline sales, experienced a surge in online orders during the "618" event, achieving sales figures ten times their usual volume [21][26]. - The 1919 liquor chain reported a transaction volume exceeding 1 billion yuan during the "618" event, with a year-on-year growth of nearly 80 times [25]. - Retailers are adapting to the new online landscape, with some extending operating hours to accommodate increased demand [23]. Group 5: Future Outlook - The article suggests that the instant retail model may not face a significant post-event sales slump, as it primarily meets immediate consumer needs rather than encouraging stockpiling [39]. - Liquor companies are showing interest in instant retail channels, with brands like Luzhou Laojiao experimenting with live streaming and instant delivery models [44]. - The competition between liquor brands and e-commerce platforms is expected to shift focus from pricing to consumer service, indicating a potential transformation in the industry [45].