中国报告大厅网讯,在消费升级与数字化浪潮推动下,2025年中国即时零售市场规模预计突破1.2万亿元。以青岛啤酒为代表的快消品牌正通过“啤酒节+即时零售”双轮驱动,在场景创新中重构消费链路。数据显示,2024年青岛啤酒线上产品销量同比增长21%,而其新鲜直送业务已覆盖33个城市近千家门店,凸显出即时零售对传统渠道的颠覆性影响。 一、即时零售驱动消费链路重构:青岛啤酒30年品牌IP的场景化升级路径 ...
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