Core Insights - The instant retail industry in China is undergoing a significant "scene revolution," transitioning from a speed-driven model to a comprehensive scene-based approach, with the market expected to exceed 1 trillion yuan by 2025 [2][11] - Taobao Flash Purchase is leveraging innovative IP marketing and cross-ecosystem collaboration to create a new consumption paradigm that integrates content, scene, and instant fulfillment, providing brands with a new growth path [2][11] Industry Development Stages - Instant retail has evolved through three key phases: - Phase 1 (2014-2018): Focused on food delivery, addressing basic dining needs [4] - Phase 2 (2019-2024): Expanded to include a wide range of products, with "urgent purchases" becoming a core consumer pain point [4] - Phase 3 (2025 and beyond): Aims for "one-stop lifestyle services," extending beyond home delivery to include travel and outdoor needs, with a focus on emotional and situational satisfaction [4][10] User Engagement and Market Growth - Over 55% of users prefer instant retail due to its convenience and variety, with consumption habits evolving towards all-time, all-category, and all-scene engagement [3] - The monthly active users of instant retail apps have reached 551 million, with the market projected to surpass 1 trillion yuan by 2025 [2] Policy Support - The Chinese government has introduced policies to support the innovation of instant retail models, providing a favorable environment for high-quality industry development [2] Consumption Trends - The demand for instant retail is growing across various time frames, with significant increases in late-night orders during events like the UEFA European Championship [5] - Non-food categories are showing substantial growth, with single-use items and outdoor products seeing year-on-year increases of over 120% and 140%, respectively [5] Content-Driven Marketing - The "Flash Purchase Theater" IP connects video content with instant retail transactions, allowing users to order products while engaging with content, achieving delivery within 30 minutes [5][10] - Collaborative marketing efforts with brands like Coca-Cola and Lee Kum Kee have resulted in significant sales growth, with some campaigns achieving over 300% year-on-year increases in business [10][12] New Service Offerings - Taobao Flash Purchase has introduced tailored "Flash Packs" for different consumer needs, such as family outings and casual drinking, enhancing the convenience of on-the-go purchases [8][10] - The "24h Random Order" IP extends instant retail services beyond home to include hotels and parks, addressing the fragmented needs of consumers [10][11] Future Outlook - The future of instant retail will focus on scene insight rather than just product variety, with a shift towards comprehensive service ecosystems that meet users' immediate and fragmented needs [10][11] - The integration of instant retail with various external ecosystems will enhance emotional and situational value in transactions, positioning instant retail as a central service hub in daily life [11]

Core Insights - The core viewpoint of the report is that the instant retail industry in China is evolving from an "emergency demand" model to a "full-scenario life service" model, entering the full-scenario 3.0 era, with a projected market size exceeding one trillion yuan by 2025 and monthly active users reaching 551 million [1][12][18]. Industry Overview - Instant retail is a new retail format that relies on an instant delivery system, integrating online and offline resources to meet consumer demands for rapid fulfillment and comprehensive product coverage [7]. - The industry is experiencing a transformation where consumer needs are expanding from specific time slots to 24-hour availability, covering a wide range of categories beyond just food and groceries [1][16]. Development Trends - The core competitiveness of instant retail is shifting from product richness to scenario insight, with platforms like Taobao Flash Purchase leveraging innovative marketing models to drive significant business growth [2][9]. - Three major trends are emerging in the industry: 1. Upgrading from "everything to home" to "everything immediately available" to meet emotional and situational needs [2]. 2. Accelerating cross-ecosystem integration with platforms in tourism, entertainment, and social media to create an "instant retail+" ecosystem [2]. 3. Evolving from sales channels to value co-creation partners, utilizing scenario-based data to reach segmented audiences [2]. Market Projections - The instant retail market in China is expected to reach a scale of 11,750 billion yuan by 2025, driven by stable growth in social retail sales and supportive government policies [12][14]. - Monthly active users of instant retail apps have reached 551 million, indicating a strong consumer preference for the convenience and variety offered by instant retail [12]. Scenario Expansion - Instant retail consumption is expanding its boundaries, with over 50% of users preferring it for its convenience and variety, leading to a shift from "specific time" to "full-time" responses [16][20]. - The report highlights significant growth in specific categories, such as a 150% year-on-year increase in orders for disposable items and a 140% increase for outdoor sports products in August 2025 [1][17]. Future Outlook - The future of instant retail will continue to leverage technology to empower consumer scenarios, breaking down time and space barriers, and evolving from merely meeting needs to creating scenarios [2][8]. - Instant retail is set to become a comprehensive service ecosystem that covers users' 24-hour lives, providing seamless instant experiences and opening new growth avenues for brands [2][18].

Group 1 - The core viewpoint of the report is that the Chinese instant retail industry is steadily growing, transitioning from "emergency" needs to full-scenario life services, entering the 3.0 era, with expected monthly active users reaching 551 million by 2025 and the market size surpassing 1 trillion yuan [1][11][20] - The transformation of instant retail is characterized by the broadening of scenario boundaries, with consumer demand extending from "specific time periods" to 24-hour availability, and product categories expanding from food to daily necessities, outdoor sports, and more, with significant growth in single-use and outdoor products [1][13][20] - The industry has evolved through three stages: the 1.0 era focused on food delivery, the 2.0 era expanded to a variety of categories, and the 3.0 era emphasizes "one-stop life services" through cross-ecosystem cooperation to meet diverse consumer needs [1][20][17] Group 2 - Taobao Flash Purchase leads the trend through innovative marketing in various scenarios, such as the "Flash Purchase Theater" IP that integrates video platforms, allowing users to order while watching shows, resulting in significant sales growth for partnered brands [2][28][29] - The future of instant retail will continue to promote "unlimited scenarios" and "ecosystem reconstruction," evolving from a simple delivery tool to a comprehensive service ecosystem that collaborates with various sectors to meet user needs [2][20] - Instant retail platforms are transitioning from sales channels to brand value co-creation partners, utilizing scenario-based engagement, data accumulation, and precise marketing to enhance brand growth and user experience [2][20][17]