Recently, China Liquor Industry Circulation Association President Qin Shuyao led a team to visit and investigate internet platforms including MEITUAN-W and Xiaohongshu, exploring new growth pathways for the industry through in-depth exchanges covering instant retail, content seeding, traditional channel innovation, and young market penetration. Zhang Yu Wine Company General Manager Sun Jian accompanied the research.

**MEITUAN-W: Reconstructing Liquor Consumption Scenarios with "Instant Power"**

At MEITUAN-W's comprehensive command center, Qin Shuyao's delegation gained in-depth understanding of MEITUAN-W's growth trajectory, business segments, and development direction as a retail + technology company.

During the symposium, MEITUAN-W Vice President Mao Fang, Senior Director of Public Affairs Yan Jie, Head of KA Business for Flash Purchase Alcoholic Beverages Zhou Jun, Waima Procurement Manager for Baijiu Xu Xiaobo, Xiaoxiang Supermarket Baijiu Category Manager Zhang Shanshan, Dianping Brand Cooperation Alcoholic Beverage Industry Manager Qi Yuanyuan, MEITUAN-W Instant Retail Ecosystem Market Manager Shen Yuxin, and Public Affairs Director Xie Rui engaged in deep discussions with the association delegation regarding new trends and channels in liquor consumption and industry transformation development.

MEITUAN-W's core competitive advantage lies in solving traditional channel pain points: strengthening "authenticity" trust through source traceability management and cooperation with authentication institutions, covering comprehensive scenario demands through diverse models—24-hour operating flash warehouses fill the gap in late-night drinking demand, standard cold storage and ice services upgrade the chilled beverage experience; the semi-managed model for premium liquor stores integrates first-level distributor resources, achieving "affordable authenticity" while solving inventory turnover difficulties for tobacco and liquor stores; Waima's 15-minute delivery service with ultimate efficiency precisely matches instant scenarios such as dining gatherings and late-night snacks; Dianping creates a "content seeding - instant delivery" closed loop through strategies like "food-wine integration" and holiday marketing in collaboration with flash purchase, opening pathways for brand growth. MEITUAN-W's deep integration and interaction with liquor resources demonstrates the strong driving effect of instant retail on liquor consumption.

Qin Shuyao pointed out that the key to building new growth momentum for the liquor industry lies in: first, capturing young consumer groups and establishing connections in ways they prefer; second, reconstructing consumption scenarios to naturally integrate liquor products into dining, gatherings, casual drinking and other life scenarios. Moving forward, the China Liquor Industry Circulation Association will promote deep cooperation between e-commerce platforms and liquor companies, forming synergies in standardization construction, young market cultivation, and scenario-based operations, making digital transformation truly become the "new engine" for liquor industry growth.

**Xiaohongshu: Content Seeding Economy Reshapes Baijiu's Youth-Oriented Channels**

If MEITUAN-W serves as an "efficiency accelerator" for liquor consumption through instant retail capabilities, Xiaohongshu functions as a "mindset cultivation ground" for young consumers. During the research exchange, Xiaohongshu Commercial FMCG General Manager Mi Ou, Senior Director of Commercial Alcoholic Beverages Xiao Yuan, Senior Director of Planning and Operations Zi Mu, Baijiu Manager Dantou, Wine Manager Haohao, and Planning Operations Expert Ruifan introduced the development of Xiaohongshu's liquor-related business segments.

As a content community with 400 million monthly active users, Xiaohongshu's "youth DNA" opens new windows for the liquor industry—72% of users are post-90s generation who share authentic experiences and exchange consumption insights here, forming a unique "seeding-trust-conversion" ecosystem. The research revealed that Xiaohongshu's collaborations with baijiu brands like Moutai and Wuliangye offer valuable insights: through co-creating wine tasting tutorials, liquor culture stories, and holiday drinking scenario content, transforming baijiu from "traditional symbols" into lifestyle elements that resonate with young people. Casual sipping at family gatherings, etiquette sharing at business banquets, even creative cocktails with low-alcohol baijiu... these life-oriented contents help baijiu "break the circle" among young demographics, not only enhancing brand exposure but also cultivating potential consumption habits.

More noteworthy is that the platform's live-streaming sales function has formed a "seeding to harvesting" closed loop, enabling young users who "understand and want to try" to place orders immediately, creating a complete pathway from mindset occupation to sales conversion for brands.

Qin Shuyao stated that during the industry adjustment period, new channels, models, and tools bring new development opportunities. Liquor brands are currently exploring how to better approach consumers, adapt to new scenarios, and cultivate new consumer demographics. Xiaohongshu can effectively help brands achieve youth-oriented expansion of consumer groups by penetrating generational circles through content.