With the acceleration of the pace of life, people's demand for instant gratification is growing, and in the wave of instant retail, a new blue ocean format is booming at an unprecedented speed, bringing consumers more convenient services and experiences, that is, instant wine retail.
According to the latest data from Meituan flash sales, the penetration rate of instant alcohol retail in 2023 is 1%, but its market size is close to 20 billion, and it is expected to achieve explosive growth in the next few years, and the penetration rate is expected to reach 6% by 2027, and the market size will exceed 100 billion. Behind this figure is the rising demand for "instant gratification" of alcoholic beverages and services, and it is also a strong signal for the transformation and upgrading of the alcoholic beverage industry.
Against this backdrop, Meituan's self-operated instant liquor retail brand, Crooked Horse Delivery, has quickly become the new favorite of the market with its unique business model and strong platform support, not only bringing consumers a new experience of buying alcohol, but also opening up a new low-threshold and high-efficiency entrepreneurial option for many entrepreneurs.
A good business that grows in the needs of users
As a new force under Meituan, Crooked Horse Wine not only inherits Meituan's strong advantages in the field of instant wine delivery, but also comprehensively upgrades the wine category, quality assurance and service experience, and is committed to becoming an "online wine cabinet" in the hearts of consumers.
The product line of Crooked Horse Wine Delivery covers the four major categories of traditional wine channels: beer, white wine, red wine, and foreign wine, and each wine has been strictly screened to ensure high quality and fair price. At the same time, Crooked Horse Wine has also built its own efficient distribution system, through intelligent scheduling and precise delivery, to achieve an average of 15 minutes of delivery experience, so that consumers can enjoy the pleasure of chilled wine anytime and anywhere.
More importantly, Crooked Horse Wine also optimizes the supply chain through digital operation methods, realizes the accuracy of inventory management and the scientific sales forecast, effectively reduces operating costs and improves operational efficiency. This series of innovative measures not only brings consumers a more convenient and high-quality wine buying experience, but also provides entrepreneurs with new business opportunities.
A model of successful entrepreneurship for different age groups
On the stage of Meituan's Crooked Horse Wine Delivery, groups of outstanding entrepreneurs have emerged, who come from different age groups and different industry backgrounds, but all of them have realized their entrepreneurial dreams with the help of Crooked Horse Wine.
95 Post Horse Boss: The Rapid Rise of Young Players
For the post-95 Ma boss, the crooked horse wine delivery is not only a career, but also a stage to show oneself and realize value. Before deciding to join Crooked Horse, Boss Ma used to run a traditional cigarette hotel, and when Crooked Horse Delivery appeared in his field of vision, he was immediately attracted by its excellent business model and strong platform support.
In less than a year, Boss Ma's crooked horse delivery hotel has achieved stable profitability and plans to prepare a new store. He talked about several reasons why he joined Crooked Horse Delivery, first of all, compared with the traditional wine industry, Crooked Horse Delivery is an asset-light project, with only one-tenth of the investment in traditional stores; secondly, through the way of taking goods in one piece or even one bottle, the inventory pressure and capital occupation are greatly reduced; In addition, Meituan's brand endorsement and traffic support have brought him a steady stream of orders. In addition, the rich product variety and refined service of Crooked Horse Wine have also greatly improved the repurchase rate of customers.
Now, Boss Ma is confidently ready to do a big job on the road of crooked horses and wine.
Boss Lei of the post-80s: The gorgeous turn of a cross-border entrepreneur
Unlike Boss Ma, Boss Lei, who was born in the 80s, was a surveying and mapping engineer who had nothing to do with the wine industry before he came into contact with Crooked Horse to deliver wine. However, by chance, he came into contact with Crooked Horse and decided to devote himself to it. In order to have a deeper understanding of the industry and market, he resolutely quit his stable job and went south to Dongguan to work as a part-time distributor of crooked horses and wine.
In a month's time, Boss Lei personally experienced the operation mode and market demand of Crooked Horse Delivery. He found that the business was not only simple and easy to use, but also had huge market potential. So, he decisively decided to go back to his hometown to prepare for the opening of the store. In the process of opening the store, Meituan Crooked Horse Delivery provided all-round support and assistance, from site selection and decoration to product selection and operation, to customer acquisition and data analysis, with a professional team to provide guidance and support. Boss Lei called it a "nanny-style" support, "so that I, a novice in the wine industry, can easily get started and quickly open up the market."
Today, he has successfully opened three stores and has set his sights on becoming an "online liquor" for Chenzhou locals.
Post-70s Boss: The Digital "Rebirth" of Traditional Wine Merchants
As a "veteran" of the traditional wine industry, the post-70s boss Wen has been plagued by problems such as channel inventory backlog, dynamic sales difficulties, and payment collection difficulties before he came into contact with Crooked Horse Delivery, and when he learned about the digital business model of Crooked Horse Delivery, he seemed to see new hope.
Through digital empowerment such as intelligent product selection, sales forecasting, and inventory management, Crooked Horse Wine Delivery has helped Boss Wen solve many pain points in traditional wine distribution, and at the same time, he can also give full play to his advantages as a wine distributor. With the promotion and traffic support of Meituan, the popularity of his store has increased rapidly; He has also successfully increased the conversion rate and repurchase rate through offline promotion and community marketing.
Today, he has successfully opened four new stores and achieved overall profitability, and the first store has achieved a daily sales of more than 100 orders. He laughed, "I want to run the crooked horse and wine as my last business before retirement." ”
The vast future and infinite possibilities of instant retail
They are just a microcosm of the development of the beverage industry in the era of instant retail, with the continuous upgrading of consumer demand and the continuous progress of technology, it is believed that instant retail will usher in a broader development space in the next few years. This is undoubtedly an era full of opportunities for entrepreneurs, and for the entire beverage industry, it means more fierce market competition and more diversified business model choices. In this regard, Meituan will continue to give full play to its unique advantages and strong platform support, provide possibilities for more entrepreneurs, and contribute to the transformation and upgrading of the entire beverage industry.
As of August 2024, Meituan has rapidly expanded across the country, covering Guangdong, Sichuan, Shaanxi, Chongqing, Beijing, Hebei, Hunan, Jiangsu, Zhejiang, Shanghai, Anhui and many other provinces and cities, building a huge service network, and the number of stores nationwide has exceeded 800, demonstrating its vigorous development trend and huge market potential.