The reliance on local retailers to meet local customer demand has led to the development of instant retail, which aims to improve the consumer experience. This model involves placing orders on an online trading platform, which are then fulfilled by physical offline retailers. The collection, packaging, and delivery of these orders are completed within 30 to 60 minutes. This immediate retail model has gained popularity and is projected to reach over 40 billion orders in 2022, with a market size of 504.286 billion yuan. This market size is expected to triple by 2025.
Instant retail has been successful due to the increasing demand from consumers, particularly among young consumers. They prioritize fast delivery, with more than 50% of post-95 consumers hoping to receive their goods on the same day or within a few hours of ordering. This new retail format plays a significant role in promoting consumption, smoothing circulation, and protecting people’s livelihoods.
The steady growth of online retail sales, which reached 10.8 trillion yuan in the first three quarters of the year, has provided favorable opportunities for the development of instant retail. This model has shown a trend of expanding product categories, service areas, customer groups, and usage scenarios.
Collaboration between online and offline retailers has proven to be a win-win situation. Offline retailers, like Xiao Liu in Beijing, have experienced significant sales growth by leveraging the delivery services provided by retail platforms. By embracing online channels, offline retailers not only cater to consumer convenience but also benefit from increased online traffic. To ensure success, real-time retail systems, including online trading platforms, physical retailers, brands, and delivery logistics providers, need to be efficiently integrated.
The future potential of instant retail is promising. Its development will accelerate the digital transformation of traditional retail, aid in economic growth, provide more employment opportunities, and facilitate the integration of data and reality. By focusing on growing consumer demand and utilizing new smart logistics technologies, instant retail can better meet consumer needs and become one of the mainstream models in the retail industry.
Overall, instant retail has led to the development of new retail models and the integration of online and offline retail. It is essential to establish industry standards, create a favorable environment for the healthy growth of instant retail, protect consumer rights, and promote the construction of a modern circulation system to further unleash its potential.
Reliance on local retail supply to meet local direct demand
Develop instant retail to improve consumer experience
Orders are placed on the online trading platform, physical offline retailers receive the orders, the collection, packaging and delivery to the door is completed in 30 to 60 minutes… Orders on- line are placed immediately and offline orders are fulfilled immediately, relying on local retail supply to meet local demand, this is the “immediate retail” mentioned in the “Measures to Restore and Expand Use”.
From fresh vegetables to bread and drinks, from electronic products to daily cosmetics, more and more products are delivered to consumers faster through this method. According to data from the Ministry of Commerce, instant retail orders will exceed 40 billion in 2022, and the market size will reach 504.286 billion yuan. The latter is expected to triple again in 2025.
The size of the market is growing rapidly
“The goods were delivered to your door in half an hour, which saves effort and is timely.” Wang Weichang, a resident of Yuelu District, Changsha City, Hunan Province, often shops online. Whether you need an ice cold drink to quench your thirst, or if you urgently need medicine late at night, pick up your phone and open the APP to order, and a delivery person will deliver it to you door soon.
Terminal distribution from merchants to consumers is an important part of the commercial circulation system. In recent years, with the continuous progress of building my country’s commercial circulation system, continuous innovation and optimization of terminal distribution, and the integration and rapid development of online and offline consumption, a new model of instant retail has been born, by bring users a new experience of immediate use.
Behind the rapid development of instant delivery is the huge demand from consumers, especially young consumers. The report “Focus on China’s Post-95 Consumer Group” released by Accenture shows that the post-95 generation pays more attention to delivery speed. More than 50% of post-95 consumers hope to receive the goods on the same day or even half. a day, and 7% of users hope to receive it the next day Products received within 2 hours of ordering.
“Relying on the Internet trading platform, instant retail is a new retail format and a new consumption model.” Wu Chuanliang, deputy director of the Circulation Industry Promotion Center of the Ministry of Commerce, believes that instant retail plays an important role in smoothing circulation, promoting consumption, and protecting people’s livelihood.
In the first three quarters of this year, national online retail sales reached 10.8 trillion yuan, a year-on-year increase of 11.6%, which was 4.8 percentage points higher than the growth rate of total retail sales of consumer goods. The steady growth of the online retail market brings good opportunities for the development of instant retail. At present, instant retail shows the development trend and characteristics of increasingly rich product categories, continuous expansion of service areas, continuous expansion of service customer groups, and more diverse usage scenarios.
Online and offline win-win cooperation
“Sales of hundreds of thousands of yuan a month were something I couldn’t even imagine before.” In Beijing’s Tongzhou District, Xiao Liu runs an 80 square meter affordable department store supermarket. The computer kept hearing notifications about new orders, and Xiao Liu trotted all the way to prepare the goods and wait for the rider to pick them up.
Depending on the delivery service provided by the retail platform, the service radius of this small supermarket has been expanded from 1-2 kilometers to 5-6 kilometers. Hundreds of takeout orders are delivered from the store every day, driving store sales to grow rapidly.
“Technological changes have brought enormous changes to the production and consumer sides of the retail industry.” Zhang Jixing, deputy director of the market research department of the China Council for the Promotion of International Trade, said that new business formats such as e-social-commerce and vertical e-commerce are constantly emerging, and the model remains to be seen. retail home immediately booming. , to promote offline retail to actively embrace online channels, which not only facilitates consumers, but also converts online traffic into new order sources.
Zhang Jixing believes that as an important part of omni-channel retailing, instant retailing not only relies solely on online traffic, but also integrates existing offline resources to ensure win-win cooperation between the platform and offline retailers. This requires the efficient integration of real-time retail systems including online trading platforms, offline physical retailers, brands, and delivery logistics providers.
The “White Paper on Instant Retail Open Platform Model Research” released by the China Chain Store and Franchise Association (CCFA) believes that with the rapid improvement of new business model infrastructure and urban delivery service networks, instant retail has to feature hourly and minute delivery has become a new retail outlet for model innovation.
The relevant person in charge of the China Chain Store and Franchise Association believes that by integrating existing offline resources, instant retail enables the platform and offline retailers to cooperate to form a “1+1>2” capability. . This is not only a business development need, but also a result of the development of cloud computing, big data, the Internet of Things, and intelligent technology.
Continuous release of consumption potential
Not long ago, a certain mobile phone brand launched a new product, and in multiple stores of the brand, riders were waiting to pick up the products for delivery. Search for the mobile phone model on the e-commerce platform APP and click the “hourly delivery” option on the page. The user can then select a nearby store to place an order based on the delivery location. “Originally, I didn’t plan to buy a new phone, but I opened an e-commerce app in my free time and learned that the new phone has good performance and is so convenient to buy, so I placed an order,” said Li Lei , a professor at a university in Yangpu District, Shanghai.
“Immediate retailing still has great potential for future development.” Hong Yong, an associate researcher at the Electronic Commerce Institute of the Research Institute of the Ministry of Commerce, believes that the development of instant retail will help accelerate the digital transformation of the traditional retail industry, promote the county’s economic development, and promote the improvement and expansion of use Increasing employment channels and accelerate the integration of data and reality. In the future, we should focus on growing consumer demand, accelerate the application of new smart logistics technologies, and promote instant retail to better meet consumer needs.
“Instant retail is expected to become one of the mainstream models in the retail industry.” Zhang Jixing believes that as an innovative model of commercial circulation, the instant retail model can better meet the various needs of consumers. In the future, we will further improve distribution efficiency, reduce circulation costs, and strive to ensure a win-win situation for all links in the supply chain.
According to the relevant person in charge of Wanning Supermarket, instant retail empowers store operations through the service model of “store distribution and hourly delivery” to meet fragmented needs and extend the customer experience to multiple scenarios; the retailer’s entity The retail advantages and the customer base of the retail platform are immediately complementary, and the three parties of brands, retailers, and platforms have achieved detailed cooperation, spawning more valuable new retail models.
Huijian, vice president of JD.com, believes that in order to see instant retail from an omni-channel perspective, brands need to optimize omni-channels, reallocate resources, return to the essence of retail, and find the best possible solution for cost, efficiency and experience. The JD Daojia platform is located in more than 400,000 stores, covering all categories of FMCG, 3C digital, home appliances, and fashion. It relies on digital technology to help retailers and brands achieve sales growth and improve efficiency active.
Hong Yong believes that the booming development of new business formats such as instant retail has promoted the faster integration of online and offline retail industries and is expected to become a new consumption growth point. There is a need to further improve industry standards, create a good environment for the healthy development of the supply industry immediately, and better protect the rights and interests of consumers; coordinate and promote the construction of a modern circulation system, play a further positive role. immediate delivery, and further promote the release of usage potential and help upgrade usage. (Wang Ke)
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责编：金昱希 ]
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