Core Viewpoint - The article discusses the evolution of e-commerce promotions for alcoholic beverages, particularly during the 618 shopping festival, highlighting the shift towards instant retail platforms offering significant discounts through subsidies [1][5][20]. Group 1: E-commerce Competition - Major e-commerce platforms like Meituan, Taobao, and JD.com are competing fiercely in the instant retail space, offering substantial discounts on alcoholic beverages during the 618 promotion [1][5]. - Instant retail has emerged as a new battleground for low-priced alcoholic beverages, with platforms providing subsidies that allow them to offer prices significantly lower than traditional retail [5][10]. Group 2: Pricing Strategies - Discounts on premium liquors have become more common, with some high-end products being sold at prices significantly below market rates due to platform subsidies [1][10]. - For example, a premium liquor was priced at 1999 yuan after subsidies, while another high-end product was available for as low as 859 yuan [1][10]. Group 3: Sales Performance - Meituan reported a staggering 18-fold increase in sales for alcoholic beverages during the 618 event, with white liquor sales increasing over 70 times compared to previous years [20]. - Other platforms like Tmall also reported significant growth in sales for various domestic liquors, with some brands experiencing over 400% growth [20]. Group 4: Industry Response - Traditional liquor companies have shown a degree of acceptance towards the lower prices offered by instant retail platforms, indicating a shift in strategy to maintain sales volume during a downturn [19][21]. - Many well-known liquor brands have partnered with e-commerce platforms for instant retail services, allowing for faster delivery and maintaining product authenticity [19][21]. Group 5: Future Outlook - While instant retail is gaining traction, industry experts believe it will serve as a supplement rather than a replacement for traditional sales channels, as the primary market for liquor remains focused on bulk purchases [22][23]. - The long-term impact of e-commerce promotions on liquor pricing and sales dynamics is still uncertain, with concerns about potential harm to brand value and traditional retail channels [23].