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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.
Pang Dong Lai's 1-Billion-Yuan Baijiu Myth Shattered in Six Months: Whose Trend Is Retail-Giant Custom Baijiu Really?
Pang Dong Lai and Jiugui Liquor's co-branded "Freedom Love" generated approximately 196 million yuan in actual sales in 2025—only completing less than 20% of its 1-billion-yuan target. In the same period, Jiugui Liquor's revenue fell 22.17%, posting its first loss in a decade and exposing the risks and contradictions of the retail-giant custom baijiu model.
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