海量财经｜即提即走正取代集中囤货京东自提重塑春节消费履约新范式

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春运返乡，从广州返回湖北老家的李先生，提前半小时在京东自提下单，在高铁站附近咖啡店顺路取了杯咖啡。“以前春运的人潮里，咖啡店排队至少20分钟起步，现在取完转身就可以检票，咖啡拿到手时还是热乎的呢！”　　春节家庭聚餐，上海的王女士苦于不会做油焖大虾，但又希望父亲能吃喜爱的年味，便在京东自提下单，从家附近的餐厅提回一大盘，端上餐桌还烫嘴。父亲吃了一口说：“就是这个味儿”。王女士感慨，京东自提让传统年味...

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JD.com's self-pickup reshapes a new paradigm of Spring Festival consumption fulfillment","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":1.98,"JD":1.98},"content_text":"春运返乡，从广州返回湖北老家的李先生，提前半小时在京东自提下单，在高铁站附近咖啡店顺路取了杯咖啡。“以前春运的人潮里，咖啡店排队至少20分钟起步，现在取完转身就可以检票，咖啡拿到手时还是热乎的呢！”　　春节家庭聚餐，上海的王女士苦于不会做油焖大虾，但又希望父亲能吃喜爱的年味，便在京东自提下单，从家附近的餐厅提回一大盘，端上餐桌还烫嘴。父亲吃了一口说：“就是这个味儿”。王女士感慨，京东自提让传统年味，更省，还不用等。　　消费者的春节消费习惯正在改变　　这些发生在2026年春节期间的消费切片，指向同一个趋势：春节消费习惯，正在从“提前囤积、计划采购”向“即提即走、场景触发”快速迁移。 而京东自提将消费者的行为从一个被动的收货模式，升级为一种主动融入线下动线的场景化履约模式，正成为这一轮消费习惯演进的关键推动力。　　即提即走成春节消费新趋势　　过去，春节消费的核心词是“囤”。年货需提前半月备齐，年夜饭要提前几天准备好食材、礼盒要提前一天装车，消费者以时间的提前量换取节日的确定感。　　但今年，一个新的关键词开始流行：即提即走。　　海报新闻记者注意到，今年春节期间，即时消费、行程嵌入型消费增速显著。消费者不再追求“买得早、囤得多”，而是追求“买得准、提得顺”——消费决策的起点，从“提前买”变成“顺路提”。　　“往年去亲戚家，车后座堆满礼盒。”北京的张先生说，今年出发前下单，定位我姑家楼下超市的自提点，拎着两个车厘子礼盒、一箱牛奶直接上楼，轻装上阵。有了京东自提，今年走亲访友主打一个：人到了，礼也到了，但我不累。\"　　“春节档电影票不好抢，我不想因为买奶茶错过片头。”广州的马先生分享了他的操作：开场前20分钟在京东自提下单，顺路路过自提点取两杯，进场灯刚暗。“用京东自提，顺路提，不用排队，不用等配送，喜欢这种无缝衔接的高效！”　　“大过年的带娃出门，最怕两件事：一是排队，二是等餐。带孩子们逛街，逛到一半突然喊饿，闹着要吃汉堡。要搁往年，我肯定得先哄半小时，现在好了，用京东自提下单，我们走过去正好取餐。京东自提，让我这个春节带娃不拼体力，我轻松，娃开心。”　　用户体验升维与商家经营提效　　面对这一轮消费习惯的结构性变化，京东自提的价值逐渐清晰。　　在消费者端，它重构了春节消费的时间逻辑——把“专程去做”变成“顺路完成”，把“不确定的等待”变成“确定的抵达”。京东相关负责人表示：“用户不需要为消费调整行程，消费应该为行程服务。这是我们设计自提产品的底层逻辑。而且，京东自提还可以实现，更省，不用等。”　　在商家端，自提提供了一种低履约成本、高客流转化率的经营路径。张晓丽是河南一家绝味鸭脖门店的店长，最初注意到京东自提，是因为拣货时看到一笔“划算到不敢相信”的订单。“有一个套餐原价几十元，平台补贴后，顾客下单只需11块9，门店也还能保证收益。”　　张晓丽称，接入自提后，门店高峰期单日销售额从一千多元冲至一万元。更直观的是订单量的增长，线上月售从百余单增长至一千单，目前稳定在七八百的区间。　　吴大厨辣椒炒肉精品木桶盖浇饭的合伙人邓孝金，将门店“木桶现蒸五常大米”作为展示重点，顾客能够直观看到新鲜的食材，对品牌信任度显著提升。邓孝金透露，“接入自提后，门店单量提升了50%，因为节省了配送成本，每单利润反增2-5元。更重要的是，京东自提，为线下门店引流。”　　“自提不是配送的替代品，而是门店流量的新入口。”一位接入京东自提的连锁品牌商家负责人表示，“它让线上下单不再只是‘抢走线下生意’，而是把线上用户实实在在地带进店里。”　　当下，即时消费正在经历从“应急消费”向“计划消费”的跨场景延伸。从“囤”到“提”，变的是消费形态，不变的是对节日团聚的珍视。京东自提之所以能在2026年春节成为焦点，根本原因或许正在于此：它不只为效率服务，它为团聚服务。（文章来源：海报新闻）","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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2611110074","isCrawlerRequest":true}

海量财经｜即提即走正取代集中囤货 京东自提重塑春节消费履约新范式

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海量财经｜即提即走正取代集中囤货京东自提重塑春节消费履约新范式