Core Insights - The article highlights the rapid growth of instant retail in the liquor industry, particularly during the "618" shopping festival, where white liquor sales surged significantly, indicating a shift in consumer behavior towards immediate purchasing rather than bulk buying [1][5][11] Industry Trends - Instant retail has emerged as a new channel for liquor sales, with a reported 3 billion yuan in white liquor sales within the first 12 hours of the "618" event, marking a 70-fold increase year-on-year [1] - The penetration rate of liquor in instant retail was only 1% in 2023, but the transaction scale grew by 100% in the first half of 2024, suggesting significant potential for growth in this sector [5][11] - Traditional liquor sales models are under pressure due to changing consumer habits, with 30% of liquor orders being delivered directly to restaurants and hotels, reflecting a shift towards convenience [2][11] Company Strategies - Companies like Luzhou Laojiao are innovating their channels and pushing for digital transformation to adapt to market changes and enhance consumer shopping experiences [2] - Major liquor brands, including Moutai and Yanghe, are now embracing instant retail, contrasting with their previous resistance to e-commerce price competition [1][2] - The collaboration between liquor companies and platforms like Meituan has led to promotional strategies that include significant subsidies, which have attracted consumers and boosted sales [4][15] Consumer Behavior - The article notes a shift in consumer purchasing patterns, with younger consumers preferring immediate purchases for occasions rather than stockpiling liquor [2][11] - Instant retail caters to various consumer needs, including emergency purchases, travel convenience, gift-giving, and on-demand buying, which are becoming increasingly relevant in today's market [11][12] Market Challenges - The liquor industry is facing challenges such as inventory pressures, with over 60% of distributors reporting increased stock levels, and a significant total inventory of 136.35 billion yuan among 20 A-share liquor companies [7][10] - Despite the initial success of instant retail, concerns remain about the sustainability of this model without ongoing subsidies, as traditional purchasing behaviors may revert in the absence of discounts [18]