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Scenario Analysis: Alcohol Instant Retail · The Wan Can Alliance Solution
The owner doesn't stock baijiu—not because he doesn't want the margin, but because four accounts don't add up. Last night at a late-night food stall, two young women from a brand walked from table to table pitching their baijiu. Buy a bottle and you get a lucky draw; if the prize was big enough, they even danced on the spot. Lively—and expensive. I kept thinking: the baijiu the owner can't display—could it sit in a warehouse a kilometer away?
Meituan, JD, and Taobao Enter Alcohol Retail: Behind the 50-Billion-Yuan Instant Retail Trend, Are Traditional Distributors Cannon Fodder or the Closest Link to the Consumer?
The colder baijiu sell-through gets, the more aggressively platforms fight for alcohol. That sounds harsh, but this Spring Festival's data speaks for itself. In Chengdu, someone ordered a bottle of Wuliangye on Chinese New Year's Eve and had it delivered in twenty minutes. Meituan reported that from New Year's Eve through the seventh day of the Lunar New Year, county-level alcohol instant retail orders grew 30% year-over-year, with baijiu and Western spirits doubling outright. You might think the trend has arrived. The more I watch, the more this looks like a reshuffling—not an expansion.
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