美团做起酒外卖，年营收或超60亿

消费方法论2025-12-25

作者 | 周琦编辑 | 张广凯酒类即时零售，跑出一匹黑马。“全年GMV预计突破60亿元，较去年30亿元翻了一番。”12月，歪马送酒总经理程明公开表示。这家成立于2021年、最初只是美团闪购在惠州试点的运力补充项目，仅用三年便跻身行业头部，其崛起速度折射出酒水即时到家需求的强劲爆发。数据显示，歪马送酒前置仓数量已超2000家，覆盖全国200余座城市，累计服务用户近3000万，门店规模跻身中国酒类连锁...

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张广凯酒类即时零售，跑出一匹黑马。“全年GMV预计突破60亿元，较去年30亿元翻了一番。”12月，歪马送酒总经理程明公开表示。这家成立于2021年、最初只是美团闪购在惠州试点的运力补充项目，仅用三年便跻身行业头部，其崛起速度折射出酒水即时到家需求的强劲爆发。数据显示，歪马送酒前置仓数量已超2000家，覆盖全国200余座城市，累计服务用户近3000万，门店规模跻身中国酒类连锁前三。平台SKU保持在800+，已覆盖啤酒、白酒、红酒、洋酒四大品类。其采用“线上下单、前置仓发货、自有骑手配送”的美团自营链路，平均送达时间15分钟。三大优势速度、价格与轻资产，是歪马送酒公开宣传的“三板斧”。酒业评论家肖竹青向观察者网解释，与酒小二、1919快喝等多用第三方众包不同，歪马强制自营，配送距离缩到0.1-4km，15分钟送达率50%，25分钟达95%，比对手普遍30-40分钟快一倍，形成“即饮场景”心智。价格方面，歪马用自有品牌精酿、口粮白酒做毛利锚（PB品毛利可达70%），同时用美团补贴+会员券把标品（百威、五粮液）打到电商同价，加盟商仍保持20-30%毛利，比酒小二/1919更敢做低价。保真体系上，歪马送酒产品由美团统一采购，品牌方、授权商直供中心仓，再分发至前置仓；出库加“鉴真标+安心扣+安心包”，一次性破坏无法复原，杜绝配送环节调包，消费者信任感高于经销商分散供货的酒小二/1919。此外，美团App酒水频道60%以上订单直接导给歪马，对手需花更高代价外投抖音/快手买量。12月25日，观察者网分别在歪马送酒、酒小二、京东酒世界、1919四个平台上，随机选择“雪花 纯生啤酒8°P听装500ml 12听”的产品，尝试下单。价格上，上述平台折后价格分别为60.2元、69.9元、59元、78元，京东酒世界最为便宜，歪马送酒次之，1919最贵。配送来说，1919配送时间为15分钟，速度最快；歪马送酒、酒小二配送时间在25分钟左右；京东酒世界最慢，需要40分钟，仅1919在测试中，出现了库存不足的提示。需要说明的是，本次测试为同一时段、同一下单地址的随机采样，样本量有限，结论仅供参考，不构成对平台整体运营水平的全面评价。刻下，即时零售平台沉淀的实时消费数据，正成为撬动上游供应链的新支点。12月9日，华润啤酒与美团歪马送酒联合打造、正式推出首款独家定制产品“雪花全麦白啤”，该款产品500毫升听装全国统一零售价7.5元。“此次合作聚焦产品工艺与用户需求，歪马送酒基于即时零售数据洞察到白啤增长趋势，并将其转化为产品需求；华润啤酒则凭借工艺实力将其落地。”歪马送酒方面向观察者网表示。在华润啤酒董事会主席赵春武看来，传统啤酒行业长期面临与终端用户“脱节”的挑战，而即时零售平台所沉淀的消费数据，恰恰为产品研发提供了精准的“路标”。歪马送酒的成立算是“巧合”。2021年6月，歪马送酒只是美团闪购在广东惠州试点的“啤酒盛夏季”运力补充项目；三个月内单城模型跑通，2023年起开始全国复制，被列为美团“GTV增长”一级战略项目。企查查显示，其运营主体“北京歪马商贸有限公司”由美团闪购100%控股。换句话说，背靠大佬的歪马送酒，可直接调用美团6.8亿年活用户流量及300万骑手网络。模式博弈当前，酒类即时零售供给侧主要形成两大路线。以歪马送酒、京东酒世界为代表的“平台自营前置仓”模式，和以1919“快喝”、酒便利为代表的“传统店仓一体”模式。“与传统烟酒店相比，前置仓在成本控制上的‘一优三劣’。”肖竹青表示。他举例，传统烟酒店要“金角银边”好门面，租装+转让费动辄几十万；歪马前置仓80-100㎡即可，可藏在写字楼、社区二楼，租金低30%以上，前期投入25-30万即可开业。歪马送酒150㎡仓日销1.5-2万元，坪效能做到普通便利店2-3倍。但履约费用高、库存深度不足，大单接不住也成为歪马送酒的桎梏。为保“15-25分钟达”，平台必须自建骑手，每单配送成本约10元，比第三方平台高20-25% ；夜间高峰68%订单集中在20-次日1点，人效难以摊薄。同时，传统烟酒店可整箱批发、即时议价；前置仓SKU虽多但单SKU库存浅，团购/宴席大单常需拆单或临时调拨，议价空间也被平台抽点吃掉。此外，夫妻店靠熟客、门头陈列就能动销；前置仓完全依赖平台投流+补贴，需持续付出线上“流量租金”，一旦停止投放单量立即下滑。简而言之，前置仓模式赢在“房租+装修”的节约，却受困于“履约+营销”的高昂成本。其本质是用更高的运营成本，换取极致的时效和空间效率，成败关键在于订单密度能否摊薄单均成本。前置仓阵营中，歪马送酒以2000家仓库居首，京东酒世界约1200家，饿了么酒小二约1000家，三者合计占据即时仓七成以上份额；店仓一体则以1919“快喝”、酒便利为代表，依托原有门店改造，平均配送时长30-60分钟，资产更重、复制速度相对较慢。肖竹青认为，歪马“更快+更真+更便宜”，与酒小二（重下沉、性价比）和1919（重门店+高端）形成错位，是目前赛道里唯一把“速度”做成核心护城河的品牌。但酒类即时零售行业仍面临清晰痛点，高配送费、低毛利、重投入、需求波动及政策合规被视作“五座大山”。“酒类新零售面临挑战还是酒水消费具有强计划性与弱即时性特征，烟酒店、商超、餐饮等传统渠道已基本覆盖日常需求，而即时零售的高履约成本难以被低频、低毛利的酒类订单所消化。”蔡学飞分析道。15-20分钟达的即时配送成本高达15-20元/单；啤酒、平价洋酒客单价低，毛利普遍低于25%，高配送费直接吃掉了单均利润，\"不做补贴就亏损\"成为常态。数据显示，近70%的订单集中在夜间（18:00-23:00）的“夜经济”时段，虽然场景明确，但波峰波谷的巨大落差也加剧了运力调配和成本控制的难度。同时，啤酒占订单主力，平台为留住用户又必须保持\"比商超便宜10-30%\"的价格，进一步压缩毛利空间，\"靠补贴续命\"被业内普遍认为不可持续。与餐饮外卖\"一日三餐\"稳定需求不同，酒类消费受节庆、天气、政策影响波动大，平日订单量可相差3-5倍，使得前置仓人效与坪效极不稳定，\"养人\"与\"养仓\"难以平衡。另一方面，政策对酒类配送的严格管控、消费者对正品鉴别的谨慎心理，都要求平台投入额外资源建立信任，进一步推高了运营复杂度，使得“即时送酒”模式既难形成高频复购，又难突破成本与效率的平衡点。当“快”逐渐成为行业基础能力，竞争维度正悄然演变。酒类分析师蔡学飞向观察者网预测，下一阶段的竞争核心将转向产业链的专业体验，即从“快速送达”升级为“懂酒的专属服务”。这包括通过精准的场景化推荐、专业的侍酒建议、节日礼赠定制以及全程可追溯的保真体系，构建更深层的信任与差异化购物体验。数据显示，中国酒类即时零售市场仍处于爆发早期。2023年行业GMV约360亿元，在整体酒水零售中的渗透率仅1%；预计2027年市场规模将增至1000亿元，渗透率提升至6%，年复合增长率约30%。“酒类即时零售本质是开拓‘即时性消费’的增量市场。”蔡学飞表示。他分析，其核心是满足了传统渠道难以触达的如临时聚会、即时微醺新场景，并以啤酒、低度酒等品类吸引了新人群。“6%的渗透率目标在行业调整期虽有挑战，但年轻一代‘万物到家’的消费习惯已成趋势，且下行环境正倒逼传统供应链加速拥抱即时零售。”他认为渗透率在2027年达到6%，并非盲目乐观。歪马送酒从2021年美团闪购的一个区域性试点项目，迅速成长为行业头部玩家，其发展路径印证了模式创新的力量。然而，如何在提升速度、压低价格的同时，破解成本与盈利的行业性难题，将是其乃至整个赛道能否持续健康奔跑的关键。这场由“即时性”驱动的酒业零售变革，序幕才刚刚拉开。▼","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","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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