Core Insights - Wuliangye has issued a notice identifying 46 unauthorized stores selling its products, highlighting the issue of counterfeit goods in the market [2][3] - Other liquor companies like Moutai and Xijiu are also taking measures against unauthorized sales, indicating a broader industry trend towards protecting brand integrity [4][6] - The rise of instant retail is seen as a double-edged sword, offering rapid sales growth but also leading to price wars that can harm brand value and profit margins [5][9] Group 1: Company Actions - Wuliangye's notice marks its fourth response to online counterfeit issues since November, now including a list of unauthorized sellers [3] - Xijiu has also published a list of authorized stores and is taking a zero-tolerance approach to counterfeiting, emphasizing the protection of consumer rights [4] - Huaren Beer has temporarily halted sales on instant retail platforms due to price disruptions, indicating the challenges faced by companies in maintaining market stability [5][6] Group 2: Industry Trends - Instant retail is projected to grow significantly, with estimates suggesting a market size of 7.8 trillion yuan in 2024, up over 20% year-on-year [9] - Experts predict that the instant retail market could exceed 20 trillion yuan by 2030, highlighting its potential as a new growth avenue for liquor companies [2] - The competitive landscape is evolving, with major players like Huaren Beer and Guotai Wine forming strategic partnerships with instant retail platforms to enhance their market presence [9][10] Group 3: Challenges and Opportunities - The instant retail sector is characterized by intense competition and price wars, which can lead to reduced profit margins and potential quality issues [5][6] - Companies are urged to adapt to the instant retail model, balancing logistics costs with product pricing to ensure sustainability [5][10] - The future of instant retail is expected to involve a shift from low-price competition to service differentiation and brand positioning [9][10]

Core Insights - A leading liquor company, Guotai, has partnered with the instant retail platform Jiu Xiaoyi to enhance its new retail strategy, aiming to explore new e-commerce models and drive innovation in the liquor industry [1] - Guotai has launched a customized product, "Guotai Qingyun," as part of this strategic collaboration [1] - The partnership allows Guotai to leverage Jiu Xiaoyi's extensive sales network, which covers over 500 cities and counties across 18 provinces, potentially expanding its consumer reach [1] Industry Trends - The collaboration reflects a broader trend in the liquor industry, where companies are increasingly adopting new channels to boost sales and better understand consumer preferences [1] - Guotai's sales manager emphasized the need for liquor companies to shift from a "channel-driven" approach to a "consumer-driven" strategy due to the current transformative period in the liquor industry [1] - Other liquor companies, including Kweichow Moutai and Xijiu, have also embraced instant retail this year, indicating a growing trend among liquor brands to utilize instant retail platforms for enhanced consumer access [1] Instant Retail Dynamics - Instant retail is becoming a significant force in liquor distribution, providing consumers with the convenience of "buying and drinking immediately," which aligns with changing consumption habits [2] - These platforms are stimulating consumer demand by offering substantial discounts, thereby increasing product turnover at the retail level [2] - The rise of instant retail is seen as a critical development in the liquor market, highlighting its potential impact on consumer behavior and sales dynamics [2]