Core Insights - The Chinese instant retail market is undergoing a significant transformation in consumer demographics, with individuals aged 30 and above now constituting 55% of the market, a 5% increase from 2023 [2] - Middle-class consumers and refined mothers are the core consumer groups, contributing 22% and 21% to market share respectively, as they shift instant retail from an emergency procurement channel to a daily supply hub [2] - The urban Gen Z is reshaping market competition with unique consumption behaviors, viewing instant platforms as experimental spaces for lifestyle [3] Consumer Behavior Changes - In 2024, the logic behind choosing instant retail has fundamentally changed, with product variety now surpassing delivery speed as the primary decision factor, chosen by 68% of consumers [6] - The demand for a seamless experience across the entire purchasing process has become a new necessity, with 86% of consumers expecting smooth integration of search, payment, and after-sales services [6] - The combination purchasing rate of snacks and beverages has reached an industry peak, indicating a shift towards cross-category buying [6] Market Trends - The snack category has established itself as the core competitive category in instant retail, with 38% of purchases driven by impulse and 35% by the desire to try new products [6] - The household cleaning category is shifting from impulsive to planned consumption, with 78% of consumers indicating a need for bulk purchases [8] - The 3C digital products category shows a dual demand for emergency needs and exploration, with 42% of purchases driven by device failures [9] Consumer Scenarios - Different consumer scenarios reveal varying demands for instant retail platforms, with home replenishment and convenience purchases being predominant in residential settings [11] - Travel-related orders have surged, with hotel ordering rates increasing by 30% [11] - Social scenarios highlight the emotional connection value, with 38% of users ordering for gatherings and 25% for gifts [11] Search and Comparison Behavior - The search logic is undergoing systematic restructuring, with 61% of users starting their shopping journey with category keywords and 55% directly searching brand names [12] - There is a notable increase in scenario-based searches, reflecting consumers' reliance on instant retail platforms for comprehensive solutions [12] - Price comparison behavior shows significant differentiation, with 70% of users still comparing across platforms, but a decline in willingness to compare among higher-income urban consumers [13] Brand Strategies - Brands are increasingly focusing on high interaction marketing strategies, with new product launches and exclusive brand days being preferred by 35% of marketers [14] - A layered membership system is being established to enhance user retention, with basic members enjoying free delivery and paid members receiving exclusive tasting rights [14] - Brands are encouraged to deeply understand consumer life scenarios and create product combinations that address real-life pain points [17] Future Growth Strategies - Instant retail platforms must enhance their operational capabilities to meet the diverse demands of consumers and adapt to evolving consumption behaviors [18] - A dual-account system could be implemented to cater to both family-oriented and individual exploratory needs, enhancing user engagement [18] - The competition in instant retail is shifting from mere delivery speed to a deeper alignment with consumers' lifestyles, emphasizing the need for tailored solutions [18]

一、万店帝国的崛起轨迹 成立于2017年的"零食很忙"与2019年诞生的"赵一鸣零食"，通过2023年战略合并形成"鸣鸣很忙"双品牌矩阵，仅用8年时间便构建起覆盖全国28省的14,394 家门店网络，其中58%分布于县城与乡镇。2024年GMV突破555亿元，日均新开门店21家，全年交易单数超16亿次，会员复购率达75%。其营收从2022年 的42.86亿元飙升至2024年的393.44亿元，验证了"薄利多销"模式的爆发力。 图片来源36kr侵删 二、下沉市场的精准卡位策略 鸣鸣很忙的成功源于对中国城镇化进程的深度绑定： 县域经济红利捕捉：中国常住人口城镇化率已达67%，但县域消费长期处于"高需求、低供给"状态。通过将58%门店下沉至县城与乡镇，鸣鸣很忙填补了 国际品牌与区域小店的中间空白带； 加盟生态重构：99.5%收入来自商品销售，颠覆传统加盟商"赚取加盟费"的盈利逻辑，通过规模化采购让利加盟商，形成共生关系。 图片来源：http://mip.rkkst.com/ 消费平权实践：以比传统商超低25%的定价策略，打破下沉市场"高价低质"困局，实现无糖酸奶、进口零食等品类的城乡同价； M型社会适配：在经济增速 ...