Hundreds of brand flagship stores launched on Meituan's instant retail platform during Double 11, achieving explosive sales upon opening. Nearly a million physical stores leveraged instant retail to convert traffic into sales, while the "Safe Flash Purchase" service covered the entire shopping process across all categories.

Meituan's instant retail division released its Double 11 performance data today, covering the period from October 31 to November 11. The platform recorded record highs in gross merchandise value (GMV), order volume, and average spending per user. Nearly 400 product categories, including smartphones, liquor, sportswear, action cameras, and toners, saw sales more than double year-over-year. The surge in high-value items drove a nearly 30% increase in average spending per user.

Brands such as Apple, Huawei, Xiaomi, Moutai, Jiannanchun, Friso, and Aptamil saw sales grow over 100% YoY. Hundreds of flagship stores on Meituan's "Brand Flash Warehouse" program reported a nearly 400% sales increase compared to pre-Double 11 levels.

**Consumers Spend 30% More, Embracing Wider and Pricier Categories** With "30-minute instant delivery" gaining popularity among younger shoppers, Gen Z and post-00s consumers became the driving force behind this year’s Double 11. They skipped traditional pre-sales and bulk discounts, opting instead for on-demand purchases of diverse, premium-priced items.

Meituan's data revealed a shift toward "broader categories, newer products, and higher price points." Over 400 categories doubled in sales, with items like portable air conditioners, action cameras, jade, gold, sportswear, coffee machines, gaming consoles, platinum, and optical glasses surging over 10-fold.

Average spending rose nearly 30%, with Meituan’s top-tier "Black Diamond" members spending twice as much as regular users. The number of Black Diamond members using instant retail doubled during Double 11, boosting sales of big-ticket items.

**New Models Like "Brand Flash Warehouse" Fuel Growth** Meituan introduced innovative solutions to help brands tap into instant retail. The "Brand Flash Warehouse" initiative allowed flagship stores to stock products closer to consumers, enabling on-demand access to electronics, apparel, and cosmetics.

Brands like PurCotton, Lefant, Baseus,蕉下, Logitech, Anker, L'Oréal, Edifier, Whisper, Philips,毛戈平, Sofy, Panasonic, Henkel, Keep, usmile, Pampers, Pisen, Sony PlayStation, and小野和子 saw sales jump nearly 400% post-launch. Others, including可復美,順電, yoose, and逐本, grew over 10-fold.

Meituan’s 24-hour "Flash Warehouses" further met round-the-clock demand, with 3C and appliance sales up 500%, liquor and母嬰 (baby/maternity) categories rising 300%, and beauty/personal care increasing 100%. Nighttime orders also expanded significantly.

**Offline Stores Thrive with Online Traffic** Nearly a million physical stores participated, driving explosive sales for brands. Smartphone sales for Apple, Huawei, Xiaomi, OPPO, Vivo, and Honor all doubled. Liquor sales soared nearly 400%, with Moutai up 600%, Luzhou Laojiao and Jiannanchun exceeding 500%, and習酒, Langjiu, and古井貢酒 surging 300%.

In奶粉 (infant formula), Friso grew over 100%, while Aptamil surged nearly 300%. Sportswear and home textiles emerged as new growth areas, with Anta and Li-Ning doubling sales post-debut. Retailers like Midea saw store sales spike 30-fold, while鳴鳴很忙 and重百電器 jumped 20-fold.

**"Safe Flash Purchase" Ensures Seamless Shopping** Meituan enhanced its保障 (guarantee) system, offering services like 7-day no-questions-asked returns, brand authentication, and free return shipping for premium members. For appliances, same-day installation and "replacement-only" policies were introduced. High-value categories like liquor and electronics adopted anti-counterfeit measures, including a白酒 (liquor) traceability system.

During Double 11, apparel brands like Decathlon and海瀾之家 offered free returns, while玩具反斗城 (Toys "R" Us) provided personalized gift cards. Meituan plans to continue innovating to deliver unique instant retail experiences.