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  来源:时代周报-时代在线

图源:pixabay

  美团再次加码即时零售业务。

  4月15日,美团正式发布即时零售品牌“美团闪购”。打开美团APP,“美团闪购”已经出现在首页,并且升级为第一入口,其业务范围涵盖了手机家电、美妆个护、日用百货、超市便利等多个品类。此外,美团闪购称对商家坚持行业最短的3天账期,支持随时提现。

  进入2025年,即时零售成为兵家必争之地,代表着互联网行业的新增量,入场玩家之间的火药味也越来越浓。此前,美团闪购并没有单独的入口,而是包含在超市和外卖体系中,这次美团闪购的上线意味着即时零售战略的升级。

  “美团闪购的品牌化是美团在即时零售领域的战略升级,其核心在于通过品牌整合提升消费者认知。”网经社电子商务研究中心数字生活分析师陈礼腾向时代周报记者表示。

  他认为,品牌化不仅增强了商户合作意愿,优化了供应链协同,还推动了本地零售生态的数字化升级。

  “提前剧透”的业务升级

  即时零售地位的提升并不意外。

  近两年,即时零售频繁出现在美团的财报上,成为美团核心商业板块的明星业务。4月12日,美团核心本地商业负责人王莆中便剧透了会在本周推出新品牌。他表示,近年来即时零售发展迅猛,尤其在生鲜、酒水、3C数码产品以及药品等品类上的进展速度超出预期。

  从美团近期的财报来看,美团闪购已成为美团增速最快的业务板块之一,其增速是外卖业务的2.4倍(23%vs9.5%)‌。

  此外,美团闪购的日订单量的增长势头也很迅猛。2021年,美团闪购单日订单量峰值超过630万,总交易额超过600亿元;2024年第三季度,美团闪购日均单量突破1000万,峰值超过1600万单;最新数据显示,美团闪购的日均单量达到1800万单。

  美团创始人王兴在去年三季度财报电话会议上曾表示,从长远来看,即时零售或将占据电商市场10%以上的份额,且目前美团闪购的发展超出预期。

  事实上,当平台实现了供给丰富和配送高效之后,“30分钟万物到家”的即时零售用户心智越来越牢固,用户的消费行为也从单一的货架电商转向了即时配送。

  “近两年,即时零售的品类逐渐从日常生活用品向3C、美妆等扩充,面向的市场开始深入三四线城市。一旦用户养成了高效的消费习惯养成后,就很难接受2-3天的履约周期,而且新品手机的第一单往往来自即时零售渠道。”行业内部人士向时代周报记者表示。

  商家侧方面,截至2024年末,美团闪购已与超5600家大型连锁零售商、41万本地小商户以及超570家品牌商达成合作。

  今年春节期间,即时零售的需求进一步被激活。美团数据显示,春节前,日用百货以及零食的订单量持续增长。

  “有不少外卖运力转战去专门跑超市和生鲜电商,每天的接单量非常可观。之前从来没有这样的现象。”北京市海淀区某外卖骑手说道。

  未来三年向餐饮行业投1000亿元

  业务加码背后,是正被看涨的即时零售市场前景。

  商务部国际贸易经济合作研究院此前发布的《即时零售行业发展报告》显示,即时零售行业近年来保持50%以上的高速增长,2022年市场规模已超过5000亿元,预计2025年市场规模将达到2022年的3倍。

  本地生活市场从来不缺竞争对手,美团正发起一系列措施应对。

  4月14日,美团外卖总经理薛冰在2025中国餐饮连锁峰会上宣布,未来三年,美团外卖将向餐饮行业整体投入1000亿元。

  据介绍,此次投入主要聚焦于四大方向,包括帮助商家补贴消费者激活需求、发放助力金帮商家增加收入、扶持和奖励优秀品质商家,以及推动明厨亮灶覆盖10万家店、加强行业基础建设等。

  此外,美团还对会员体系展开了全面升级,该会员体系以“神券”(原“神会员”)作为通用权益,同步联动各业务共建高用户价值、高行业竞争力并且覆盖吃、住、行、游、娱、购、医等全生活场景的会员权益体系。

  目前,为了提升即时零售配送效率,美团正加大闪电仓的布局。“美团闪电仓业态代表了当前即时零售的进化趋势,是促进即时零售供给生态繁荣的关键所在。”王莆中在2024美团即时零售产业大会上表示。

  官方数据显示,2024年,美团便利店闪电仓在下沉市场开仓1866家,同年第三季度,美团闪电仓数量已超过3万个。到2027年,美团闪电仓将超过10万个,覆盖全品类、全区域,预计市场规模将达到2000亿元。

  陈礼腾表示,对美团而言,即时零售是其“零售+科技”战略的核心,与外卖业务形成生态闭环,提升了用户粘性。闪电仓模式通过分布式网络降低了履约成本,覆盖了下沉市场,并抵御了对手的竞争。

  不过,回到即时零售业务本身,该业务事关骑手规模、品牌合作、仓储密度等多个维度较量,这势必又是一场持久战。

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