最近，两份重量级报告接连出炉，像拼图一样，为我们更好地理解即时零售提供了系统而互补的视角： 一份是商务部国际贸易经济合作研究院和美团闪购联合发布的《即时零售行业发展报告2025》,它像一份"战略地图"，重点梳理了生态如何构建、经济价 值如何释放，并给出了政策层面的思考。 另一份是第一财经商业数据中心（CBNData）与淘宝闪购共同推出的《2025即时零售场景消费新图鉴》，它则像一把"显微镜"，聚焦于具体的消费场景、 用户行为的细微变化，以及那些正在发生的营销创新，更具场景穿透力。 这两份报告，一个重"道"，讲方向与框架；一个精"术"，看落地与触动。一横一纵，共同描绘出即时零售正从追求规模的"快跑"，转向深耕生态的"慢 行"。结合这两份互补的视角，我们一起来看看，里面有哪些具体的新启发。 即时零售全景扫描 1、规模与增速：一条高速增长的万亿赛道 两份报告在一个关键判断上高度一致：即时零售已成为我国零售业增长的新动能。2024年我国即时零售规模达7810亿元，同比增长20.15%，2025年预计 达到9714亿元。比同期全国网络零售增速高出12.95个百分点，比同期社会消费品零售总额增速高出16.65个百分点，目 ...

Core Insights - The article discusses the competitive landscape of the instant retail market, particularly focusing on Meituan's flash purchase service and its strategic partnership with Sinopec's Easy Joy convenience stores, highlighting the differentiation of "flash warehouses" as a competitive advantage [1][3][11] Group 1: Market Dynamics - The instant retail market is experiencing significant growth, with Meituan's flash purchase service achieving over 5 billion cumulative transaction users and a record order volume of 1.5 billion in July [14][15] - The market size of China's instant retail sector reached 650 billion yuan in 2023, reflecting a year-on-year growth of 28.89%, outpacing the overall online retail growth [14][15] - The competition is intensifying as major players like Alibaba and JD.com increase their investments in instant retail, which may benefit Meituan by accelerating market growth [15][17] Group 2: Strategic Partnerships - Meituan's collaboration with Sinopec's Easy Joy aims to expand the "Easy Joy Speed Purchase" brand and enhance the flash warehouse model, which is seen as a key differentiator in the instant retail space [1][3][6] - The partnership allows Easy Joy to leverage its extensive network of over 28,600 convenience stores to reach a broader customer base beyond just fuel station drivers [9][13] Group 3: Operational Efficiency - The flash warehouse model enables retailers to optimize their operations by expanding their business radius and extending operating hours, thus attracting new customer segments [7][9] - Meituan's flash warehouses can offer a significantly higher number of SKUs compared to traditional stores, enhancing product variety and meeting diverse consumer needs [8][9] - The operational efficiency of flash warehouses is improved through lower labor requirements and better inventory management, allowing for quicker product turnover and reduced customer acquisition costs [9][10] Group 4: Future Outlook - The article suggests that the instant retail sector is poised for further growth, with projections indicating that the market could exceed 2 trillion yuan by 2030 [14] - Meituan aims to expand its flash warehouse network to over 100,000 locations by 2027, indicating a strong commitment to scaling its instant retail operations [11][14] - The evolving consumer behavior towards instant retail is expected to solidify its position as a mainstream shopping model, driven by the demand for convenience and immediacy [16][18]

Core Viewpoint - Sinopec Easy Joy and Meituan Flash Purchase have established a strategic partnership focusing on instant retail, aiming to create the "Easy Joy Fast Purchase" brand to meet consumer demand for "30-minute delivery" [1][3][4] Group 1: Strategic Cooperation - The partnership will accelerate the layout of flash warehouse new formats, with over 100 24-hour "Easy Joy Fast Purchase" flagship stores already opened on Meituan Flash Purchase [1][3] - Easy Joy has been actively implementing the "15-minute convenient living circle" policy and has over 2,500 "Easy Joy Fast Purchase" standard stores on Meituan Flash Purchase, forming the largest instant retail network at gas stations in China [4][8] Group 2: Digital Transformation - Easy Joy aims to enhance its digital transformation and has elevated instant retail to a key strategic project starting in 2024, establishing dedicated teams for this purpose [4][8] - Meituan Flash Purchase will provide comprehensive support for Easy Joy's digital transformation, including brand training, operational subsidies, and flow support [6][8] Group 3: Market Trends - Instant retail and flash warehouse formats are becoming significant growth areas in the physical retail sector, with online retail sales of physical goods increasing by 6.3% from January to May [8] - Convenience stores are leading the charge in instant retail, with nearly 40% of convenience store companies expected to launch instant retail services by 2024 [8][9] Group 4: Consumer Demand - The "Easy Joy Fast Purchase" model has become a popular choice among consumers, with average monthly sales reaching approximately 12,000 orders at some stores [6][8] - Easy Joy's flexible layout of flash warehouse formats aims to meet diverse consumer needs, offering a wide range of high-quality products [4][6]

Group 1 - China Petroleum & Chemical Corporation (Sinopec) has officially entered the instant retail sector in Hubei province with the launch of its first "Easy Purchase" store in Xiangyang [1] - The "Easy Purchase" store features over 260 square meters of warehouse-style space and offers more than 6,000 products, including staple foods, snacks, daily necessities, and local specialties [1] - During the opening event, some products were priced as low as 0.01 yuan, and orders exceeding 9.9 yuan qualified for delivery, with over 200 orders placed on the first day, 90% of which were within a 3-kilometer radius [1] Group 2 - In addition to the instant retail launch, Sinopec also opened two comprehensive service stations and 13 "Easy Coffee" shops at various locations in Xiangyang, providing vehicle maintenance, car washing, and beauty services [3] - The company has introduced a new strategy called "Car Ecosystem" and "Home Life," offering a one-stop service for vehicle care and exploring differentiated services such as dining, coffee, laundry, and home cleaning to meet consumer demands for convenience and immediacy [4] - Sinopec aims to establish a "30-minute living service circle" using the "Easy Purchase" platform, with plans to expand new service formats to more cities within the year [4]