30分钟等来的不仅有美食，还有手机 | Vol.115 对话美团闪购&vivo
温柔一刀
Deep Dive
What is the growth rate of instant retail from January to August 2024?
The instant retail sector grew by 26.2% from January to August 2024, significantly outpacing the overall retail growth rate of 3.4% and the online retail growth rate of 8.9%.
What percentage of Meituan's orders for Vivo come from new users?
40% of Meituan's orders for Vivo come from users who have never purchased Vivo products before, indicating a significant influx of new customers.
How does the average order value compare across different sales channels for Vivo?
The average order value for Vivo is highest on instant retail platforms, followed by offline stores, and then online e-commerce platforms.
What are the main challenges for brands entering the instant retail market?
The main challenges include adapting internal organizational structures, enhancing digital capabilities, and ensuring seamless integration of supply chains to meet the demands of instant retail.
What demographic is most active in using instant retail services like Meituan?
The most active demographic on Meituan's instant retail platform is the younger generation, particularly those born after 2000, who are accustomed to the convenience and speed of instant services.
What strategies has Vivo employed to succeed in the instant retail market?
Vivo has tailored its product offerings and marketing strategies to suit the instant retail environment, including developing products specifically for delivery personnel and leveraging Meituan's platform for new product launches and promotions.
What future trends are expected in the instant retail sector?
Future trends in instant retail include expansion into lower-tier cities, extension of service hours to 24/7, and broadening the range of products available, from daily necessities to more specialized items like electronics and outdoor gear.
- 即时零售的定义是像买外卖一样买一切
- 即时零售催生了新的生活方式和商业机会
- 越来越多的商家开始在美团外卖上投入精力去运营
- 即时零售的品类需求非常多，从日用品到3C产品甚至是一万多的奢侈品礼物
Shownotes Transcript
|本期内容|
很多品牌都会问我：“还有什么新机会？该去哪里找增量？”
我觉得即时零售是一个答案。2024年1-8月，即时零售规模增长26.2%，同一时间社零增速3.4%，网上零售额增速8.9%。
什么是即时零售？简单说就是“用外卖买一切”。现在出差我都只带一个小包，化妆品、卸妆巾、一次性用品这些都是直接在美团闪购上点外卖。
上次，我还发了一期视频专门讲即时零售，不少品牌人都很感兴趣。所以这一期，我特意邀请来美团闪购非食专卖业务负责人王超、vivo品类运营总监陈丹曼，详细聊聊：
- 即时零售对品牌的价值是什么？
- 上新、促销、节点营销，在美团闪购上怎么做？
- 想要入局即时零售，品牌不得不听的 Tips
|本期嘉宾|
王超 | 美团闪购非食专卖业务负责人
陈丹曼 | vivo 品类运营总监
|时间戳|
03:29 外卖买东西会上瘾？从洗脸巾买到3C产品
11:42 用外卖买手机的到底是哪几类人？
18:49 美团闪购订单的40%来自没买过vivo的新用户
27:47 vivo各渠道客单价：即时零售 ＞ 线下门店 ＞ 线上电商 ？！
35:12 经销商不愿意上平台？“让他们先看见再相信”
39:17 从电商到即时零售，最大的改变其实是供应链
43:35 品牌在美团闪购上营销怎么做？打折不管用了？
47:59 即时零售的需求 = 场景 x 品类 x 用户
59:08 品牌入局即时零售的实操 Tips
01:05:36 未来机会在哪？下沉、服务、24小时
|关于我们|
主播：刀姐doris（刀法 Digipont 创始人兼CEO）
前互联网平台衣二三 CMO、北美支付宝市场运营负责人、纽约 MK 传播经理、北美联合利华护肤品类品牌经理。同时也是一个营销圈和消费圈的头部 KOL，全网百万粉丝。
刀法致力于打造全球品牌的营销智库。秉承「成就中国好品牌，带领走向全世界」的核心目标，为中国品牌找到企业发展所需要的「品牌之道」、「效果之术」，以及拥有同样价值观的人才及合作伙伴，助力品牌加速。
《温柔一刀》是一档聚焦于消费品牌、营销趋势、职业发展以及多元人生等领域的对谈性播客。由刀姐doris和刀法的小伙伴们一起制作。
|本期团队|
内容制作：栗子
内容编辑：Siete
内容运营：大格
|片头片尾BGM|
片头：中国雅痞-CEM records/By.L
片尾： APT.-ROSÉ & Bruno Mars