背靠美团歪马送酒如何走出低价即饮困局

市场资讯2025-12-17

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！　　来源：北京商报　　尽管以歪马送酒为代表的酒类即时零售被业内认为是能够提升商品动销的新机会，但在该“蓝海”渠道中，保真及客单价较低的问题正挑战歪马送酒的“神经”。12月16日，北京商报记者在黑猫投诉【下载黑猫投诉客户端】平台查询发现，部分消费者反馈在歪马送酒平台所购产品，与此前在其他渠道购酒味道存在差异，疑似假酒。　...

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Waima","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"03690":1.91,"MPNGY":1.91,"HMTD.SI":0.6},"content_text":"炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 　　来源：北京商报\n　　尽管以歪马送酒为代表的酒类即时零售被业内认为是能够提升商品动销的新机会，但在该“蓝海”渠道中，保真及客单价较低的问题正挑战歪马送酒的“神经”。12月16日，北京商报记者在黑猫投诉 【下载黑猫投诉客户端】平台查询发现，部分消费者反馈在歪马送酒平台所购产品，与此前在其他渠道购酒味道存在差异，疑似假酒。\n　　在保真问题尚待验证的同时，北京商报记者走访部分歪马送酒线下门店及登录其线上小程序发现，目前歪马送酒推荐的产品多贴有“低价”标签。作为美团旗下酒水即时零售品牌，歪马送酒以平均15分钟送达的高效服务，持续挑战传统经销渠道的“底线”。但同时，从线上轻量化的“送酒平台”，到线下拥有超过2000个前置仓实体网络，歪马送酒也面临诸如保真、客单价较低等问题。\n\n　　“低价”标签\n　　在位于北京东四附近的歪马送酒门店外，身着黄色工服的员工正在整理货物，在这些货物中，啤酒成为主角。走进店内，超20款酒类产品整齐码放在前置仓中，工作人员则在后台处理着消费者的线上下单需求。\n　　值得注意的是，在店内码放的产品中，啤酒占绝大部分。该店店员表示：“目前消费者较多选购的产品主要集中在啤酒品类，客单价相对较低。很多消费者选择歪马送酒主要看中价格优势。尤其在平台打价格战时，会为消费者送出很多优惠券以增加消费黏性。”\n　　据了解，自2021年在广东惠州试点启动项目以来，截至目前，歪马送酒已在全国建立起2000多座前置仓，用户突破2000万，去年交易规模约30亿元，今年交易规模预计突破60亿元。\n　　不仅线下前置仓的客单价较低，登录歪马送酒小程序查询不难发现，其首页主推产品也均为客单价较低的啤酒及百元以下的葡萄酒。\n　　北京商报记者登录歪马送酒小程序发现，首页展示啤酒、黄酒、白酒、葡萄酒等品类人气榜、回购榜、热销榜等细分榜单。其中，在啤酒人气榜中，位列前三的燕京U8啤酒、雪花清爽啤酒及歪马精酿德式小麦啤酒，单款成交价均低于16元。在洋酒人气榜中，位居前三的分别为原味绝对伏特加、百加得白朗姆酒以及马利宝白朗姆椰子风味配制酒，售价均低于100元。而作为价格相对较高的白酒产品，其人气榜上前两款产品均为售价50元/瓶以下的红盖、黄盖玻汾。针对目前产品销量及客单价情况，北京商报记者以加盟商身份致电歪马送酒官网招商电话获悉，目前北京能够加盟的市场仅为房山区，店铺综合品类毛利率约20%—25%，自营产品毛利率约35%—40%。\n　　业内人士表示，歪马送酒平台销量以啤酒、年轻化低度酒等高频、相对低单价的商品为绝对主导，整体呈现典型的“高频低额”即时消费特征。但该销售模式从一定程度上也限制了其盈利模式，同时歪马送酒还在持续布局线下前置仓，也使得其成本增加导致利润空间压缩。\n　　即饮与新消费群体\n　　近年来，即时零售通过“线上+线下”方式将产品与服务相融合，满足新一代消费者即时购物的消费偏好。基于此，即时零售市场空间持续扩容，美团闪购数据显示，2023年酒水即时零售市场规模近200亿元。预计到2027年，市场规模将超千亿元。\n　　美团闪购酒饮及生鲜食品业务总经理周南表示，酒水是美团即时零售的一个标志性品类，也是近三年增长速度最快的品类之一。截至去年上半年，美团闪购酒类整体交易规模同比增长超过60%，白酒交易规模同比增长100%。\n　　白酒营销专家蔡学飞表示，行业进入调整期以及过度内卷，传统渠道需求不振，企业需要新突破点。同时，互联网信息技术与现代物流技术的发展，让即时零售这种线上下单、线下即时配送成为可能，特别是在直播等新媒体传播工具的催化下，消费者网购渗透率不断提高，即时零售也成为一种新型消费渠道。\n　　正是在市场整体高速扩容的环境下，无论主销产品集中于“高频低额”类，还是前置仓数量持续提升，歪马送酒借助即时零售“收割”隐藏在白酒存量市场之下细分赛道的增量市场。而其背后的核心驱动力，在于其精准匹配当代消费者对高性价比产品和即饮渠道的双重需求。\n　　事实上，歪马送酒的兴起，来源于即饮渠道的恢复和演变。值得注意的是，在此过程中，消费逻辑正以“效率”取代“计划”。根据CBNData《2024年轻人群酒水消费报告》，消费场景呈现多元化趋势，其中居家独酌、露营野餐、闺蜜聚会成为三大核心消费场景。这意味着，消费者对于酒类饮品的态度从“社交工具”变为“生活陪伴”。\n　　如果说，消费重心转移向居家自饮为歪马送酒提供场景支持，年轻消费者则为其提供了消费动力。\n　　作为即时零售“原住民”，年轻消费群体习惯用外卖App解决一切生活场景需求。资料显示，截至今年3月，美团闪购累计交易用户超5亿，其中“90后”占比超2/3。同时，年轻消费者所追求的高性价比，也推动着低价高质的酒类产品热销。\n　　酒类营销专家肖竹青表示，对于互联网巨头及即时零售平台来说，开拓白酒业务是利用其平台效益、采购规模优势，谋求流量变现。而从客群角度看，“90后”“00后”新生代消费群体更倾向于“即买即用”的消费模式，与即时零售的属性契合。酒类消费渠道的变迁，背后是消费场景重构，更是消费决策链路深层变革。\n　　如何平衡信任与价值\n　　尽管歪马送酒以消费场景与消费人群作为支撑，持续拓展版图，但事实上电商平台面临的“假货”问题，仍然困扰着歪马送酒。\n　　据了解，歪马送酒在广州、深圳、南宁、北京、上海、重庆、成都、沈阳等30余座城市、近千家门店升级该项服务，推出酒水即时零售行业首个“全程保真”服务体系，确保酒水从源头采购到“最后一公里”配送的全程保真。歪马送酒相关负责人介绍，“全程保真”服务体系共制定6项举措，覆盖从源头采购到“最后一公里”配送的酒水消费全流程。\n　　一面是歪马送酒为解决保真问题推出相应举措，另一面却是该平台被一部分酒企“拒之门外”。据北京商报记者了解，部分酒企在“双11”前夕面向消费市场发布公告，首次将抖音超市、歪马送酒等电商频道归为非授权店铺名单，并提示非授权渠道购买产品的风险。\n　　北京商报记者在黑猫平台查询发现，部分消费者面临疑似购买到假酒的情况。一名消费者表示，今年11月9日在美团歪马送酒购买赖茅传承蓝，拆开后发现瓶帽防伪码已损坏，且歪马自有防伪码也被刮开。不仅如此，有消费者表示，在歪马送酒上购买的茅台紫迎宾酒，查验发现酒瓶身有小孔洞怀疑为“打孔酒”。\n　　业内人士认为，在即时零售渠道购买酒类产品时，“保真”是消费者最核心的诉求之一。如何确保极短时间内完成从出库到送达的全程品控，成为赢得消费者信任的关键。但部分酒企因渠道管控、价格体系维护等原因，暂未给予其官方授权，导致“非授权”与“保真”存在信息差。而这方面往往需要即时零售与上游酒厂达成合作，并通过第三方鉴真手段来完成。\n　　事实上，近年来伴随着以歪马送酒为代表的即时零售赛道兴起，让众多白酒企业以及渠道商看到了深度激发动销活力的希望。然而，对于中高端白酒品牌而言，保真只是进入赛场的最低门槛。真正的难题在于，即便货是真的，以“流量”和“速度”见长的歪马送酒，也尚未能有效撬动高端酒沉寂的动销。\n　　肖竹青表示，目前白酒即时零售的主营产品主要为200元以内客单价的白酒，中高端白酒销售更多还是需要传统经销商IP和信誉背书。\n　　酒类分析师欧阳千里也曾表示，在餐饮场景与酒的搭配下，即时零售有利于啤酒等低价值、自饮酒品出货，但弊端在于高附加值的酒品难以动销。\n新浪声明：此消息系转载自新浪合作媒体，新浪网登载此文出于传递更多信息之目的，并不意味着赞同其观点或证实其描述。文章内容仅供参考，不构成投资建议。投资者据此操作，风险自担。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：高佳","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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背靠美团 歪马送酒如何走出低价即饮困局

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背靠美团歪马送酒如何走出低价即饮困局