Despite being recognized as a promising avenue for boosting alcohol sales, Waima Songjiu—Meituan's instant alcohol delivery brand—faces challenges with product authenticity and low average order values. On December 16, consumer complaints on the Hei Mao platform alleged discrepancies in taste compared to other channels, raising concerns over counterfeit products.
**The "Low-Price" Label** At a Waima Songjiu store in Beijing’s Dongsi area, beer dominates the inventory. A staff member noted that price-sensitive consumers often opt for beer due to its affordability, especially during promotional campaigns offering discounts. Since its 2021 pilot launch in Huizhou, Guangdong, Waima Songjiu has expanded to over 2,000 warehouses nationwide, serving 20 million users. Its transaction volume surged from ¥3 billion last year to an estimated ¥6 billion in 2023.
However, the platform’s focus on low-priced items—such as sub-¥16 beers and sub-¥100 wines—limits profitability. While franchisees report gross margins of 20%–40%, the "high-frequency, low-value" model strains earnings amid rising warehouse costs.
**Instant Retail and New Consumers** The instant retail alcohol market, projected to exceed ¥100 billion by 2027, thrives on younger consumers favoring convenience. Meituan data shows a 60% YoY growth in alcohol sales, with baijiu surging 100%. Analyst Cai Xuefei attributes this to shifting consumption habits, where efficiency trumps planning, and drinking transitions from social rituals to personal indulgence.
Waima Songjiu capitalizes on this trend, aligning with the "buy now, drink now" mentality of Gen Z, who comprise two-thirds of Meituan’s 500 million users. Yet, challenges persist.
**Balancing Trust and Value** To combat counterfeit concerns, Waima Songjiu introduced a "full-chain authenticity" system across 30 cities. However, some distilleries exclude it from authorized channels, citing price control risks. Consumer reports of tampered anti-fake labels (e.g., on Moutai products) further dent credibility.
Experts like Xiao Zhuqing note that while instant retail suits sub-¥200 baijiu, premium brands still rely on traditional distributors. Analyst Ouyang Qianli adds that high-value wines struggle in this model, which favors casual, low-cost consumption.
As Waima Songjiu scales, reconciling affordability with authenticity and profitability remains its core dilemma.
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