---
title: "Instant Retail Helps Brands Achieve 'Quality' Business Growth"
description: "During the May Day holiday, which is second only to Spring Festival and National Day in importance, coupled with sporadic COVID-19 outbreaks, the instant retail sector experienced explosive growth once again. Meituan Flash Purchase stood out by collaborating with numerous leading brands on cross-industry marketing, elevating holiday promotions to new heights. Although this year's data hasn't been released, based on past campaigns like 618, Qixi, Mid-Autumn, National Day, Double Dan, New Year's Goods, Valentine's Day, and Women's Day, direct sales growth is inevitable."
author: "秦淮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-05-09"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/WWL4nUx7OInbouAr-1xH9A"
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# Instant Retail Helps Brands Achieve 'Quality' Business Growth

> During the May Day holiday, which is second only to Spring Festival and National Day in importance, coupled with sporadic COVID-19 outbreaks, the instant retail sector experienced explosive growth once again. Meituan Flash Purchase stood out by collaborating with numerous leading brands on cross-industry marketing, elevating holiday promotions to new heights. Although this year's data hasn't been released, based on past campaigns like 618, Qixi, Mid-Autumn, National Day, Double Dan, New Year's Goods, Valentine's Day, and Women's Day, direct sales growth is inevitable.

The May Day holiday, being second only to Spring Festival and National Day, combined with sporadic COVID-19 outbreaks across various regions, has led to another explosive growth in the instant retail sector.
When discussing instant retail, one cannot avoid mentioning Meituan Flash Purchase. This May Day holiday, Meituan Flash Purchase performed exceptionally well, partnering with numerous first-tier well-known brands for cross-industry collaborations, elevating the marketing playbook for the May Day node to new heights.
Although this year's relevant data has not been released, based on Meituan Flash Purchase's continuous promotional campaigns such as 618, Qixi, Mid-Autumn, National Day, Double Dan, New Year's Goods, Valentine's Day, and Women's Day, direct sales growth is a certainty.
It is understood that Meituan Flash Purchase's promotional activities now cover multiple categories including supermarkets and convenience stores, fruits, pets, mother and baby, ingredients, specialty food, beauty and daily chemicals, and daily necessities, moving towards the direction of 'everything delivered to home.'
Today, for brand owners, whether discussing the instant retail sector or Meituan Flash Purchase, the topic is no longer whether to cooperate or pay attention, but how to cooperate and create value together.
Therefore, this article focuses on interpreting the true value of instant retail, represented by Meituan Flash Purchase, for brand owners. Sales growth is the 'effect'; what are the underlying 'causes'?
Only by understanding the true value behind it can we genuinely help brand owners gain strategic reference and inspiration for future layouts in instant retail and Meituan Flash Purchase.
******'All in' is the basic attitude every brand owner should have towards instant retail**
In an exchange with Mr. Cui Jie, Director of Unilever's Key Accounts and Digital Marketing, he proposed a viewpoint: 'All in on the instant retail track.' This statement alone suffices to illustrate the current attitude of leading brand owners, represented by Unilever, towards the instant retail track.
Why all in? Certainly because they see the immense prospects of instant retail. Taking Meituan Flash Purchase as an example, he highlighted three core values: first, young and new; second, quality and new; third, sinking and new. Let's delve into each one.
**First, young and new.**
In short, the youngest consumer group. According to Kantar Consulting research data, the consumer profile for supermarket instant retail is aged between 25 and 35.
This age group is arguably the most critical consumer segment for all brand owners now and in the future, even serving as 'opinion leaders.' Reaching and influencing them means grasping the core of the consumer market.
Of course, among these, Meituan Flash Purchase's user base is the 'youngest of the young.' As an extension of Meituan Waimai, Meituan Flash Purchase has the highest proportion of young consumers compared to other platforms.
**Second, quality and new.**
Here, 'quality and new' refers not only to product quality but also to the quality purchasing experience from purchase to delivery. With 30-minute to 1-hour delivery, compared to far-field e-commerce's 2-5 day delivery and near-field e-commerce's next-day delivery, the ultimate delivery experience better satisfies consumer expectations.
Why emphasize this? The current retail consumer market has moved past the era of product scarcity. Meeting demand involves both better quality products and superior service experiences.
Moreover, because of the superior and pleasant service experience, consumers are willing to buy more. According to Cui Jie, past observations of instant retail may have focused more on immediate needs. However, as consumption habits gradually form, more and more consumer demands are shifting.
Stocking up and replenishing are becoming the first and second demand drivers for instant retail. I believe this is also due to the high-quality delivery service experience leading to more purchases and higher average order values.
For brand owners, good products and categories from the past can now reach more consumers through the creation of multiple scenarios, achieving a shift from platform-driven quality consumption experiences to merchant-driven quality product reach.
**Third, sinking and new.**
This refers to helping brand owners expand into lower-tier markets. According to the latest data, Meituan Flash Purchase has covered 2,800 cities and counties, with millions of riders, enabling 24-hour delivery. But looking at these 2,800 cities and counties, this is sufficiently attractive to any FMCG brand.
Why? Because in the past, relying on a single brand's strength made it difficult to achieve effective or deep coverage across the vast geographical landscape. With platforms like Meituan Flash Purchase, brand owners can leverage such conditions to achieve broader and farther regional coverage.
******Tangible, quality growth**
Based on the direct value of young and new, quality and new, and sinking and new, Meituan Flash Purchase brings brand owners 'tangible, quality growth.' How to understand this?
According to Unilever's observations, 70% of consumers completed their shopping needs through stores linked on the Meituan Flash Purchase platform but did not visit the corresponding offline stores in the past year. In short, these consumers are new customers to the stores, meaning that most consumption on instant retail platforms comes from pure online conversions of new customers, not from seizing offline existing stock.
This is the value of quality growth.
Perhaps in Unilever's understanding, Meituan has a 6.9 billion user ecosystem, a massive user base that can achieve excellent brand penetration with Meituan Flash Purchase as a lever. For example, during this year's March 8th Women's Day, Unilever collaborated with Meituan's flower channel for cross-industry marketing, using crowd sampling and themed activities matching different flowers with suitable products, ultimately achieving 300% business growth.
△Women's Day Meituan Flash Purchase & Unilever Special
Creating new scenarios to stimulate consumer demand, rather than providing products only when consumers have active needs, truly realizes 'goods finding people' and enhances business growth.
In terms of lower-tier market coverage, due to high costs and difficulty, it was previously impossible to get products onto the shelves of mom-and-pop stores in fifth- and sixth-tier cities. However, with Meituan Flash Purchase's digital tools, tasks can be issued online to stimulate retail stores to list corresponding products, thereby completing market coverage and optimizing distribution.
In summary, behind quality growth are new group growth, new demand growth, and new coverage growth. This is why brand owners value the instant retail sector represented by Meituan Flash Purchase.
Business growth is a key task and core indicator for every brand owner, but growing for the sake of growth, such as running a heavy promotion or inviting celebrity streamers to sell, often backfires. Business may increase, but often at a loss.
******Where consumers are, we go!**
From Meituan Flash Purchase's perspective, with a massive user base and strong delivery capabilities, it also provides merchants with corresponding tools and service support, such as product magic cube and online marketing tools, to help merchants better serve consumer needs.
The carrier of consumption is goods. How brand owners can leverage Meituan Flash Purchase and use digital tools to sell more, sell farther, and sell more is a key topic at this stage.
**'Where consumers are, we go!' This is an eternal business strategy.**
When consumers pursue better consumption experiences, the instant retail sector, represented by Meituan Flash Purchase, is striving to drive better user experiences. I think every brand owner should consider: how to board this fast train and embrace instant retail.
**Are you 'watching' me?**


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