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Zhenjiu’s Official Flagship Lightning Warehouses: Did a 310% Three-Month Growth Case Validate a Light-Asset Route for Premium Baijiu in Instant Retail?
At Meituan’s Instant Retail Industry Conference on September 22, 2026, a Zhenjiu case was presented: a 30-warehouse pilot expanded to 100 warehouses across core areas of 18 cities in three months, with sales revenue up 310% sequentially. Assortment reached 3.5 times that of comparable branded liquor stores, while per-store output reached 2.5 times. Premium baijiu’s instant-retail playbook is shifting from “list products on a platform” to “use a warehouse network to build local availability.”
From Brand Self-Authentication to Platform Assurance: How Responsibility for Baijiu Authenticity Is Being Reallocated
On September 24, 2025, Meituan Flash Purchase announced an instant-retail, full-chain authenticity-assurance system with ten or more leading baijiu brands. Its related “real-photo-before-shipment” rule requires merchants to send product photos before dispatching baijiu priced above RMB 300. Platform safeguards are becoming more prominent, but product authenticity, brand-side verification and consumer-relationship operations remain responsibilities that brands cannot abandon.
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