Xiaomi 14 series new phones were launched through all channels, setting off an upsurge of panic buying. Within four hours of their first sale, they broke the record of "first sale all day sales and sales volume" of all domestic mobile phones on the four e-commerce platforms of "Tmall, JD, Tiktok and Kwai" in the past year. With the release of Xiaomi's flagship new phone, the competition for new products in the mobile phone industry has come to an end. Compared to previous years, real-time retail has become a key keyword in the release of new mobile phone products this year.

After the launch of Xiaomi's new machine, in addition to the "Rice noodles" of offline rush purchase and experience, there are also Shunfeng local knights waiting for the first time to pick up and deliver.

Nowadays, placing orders online to grab the first release of new phones has become as convenient as ordering takeout. It is understood that the release of the Xiaomi 14 series new phones continues the omni channel e-commerce strategy. In terms of real-time retail, in addition to launching various retail delivery platforms, self operated channels such as the "Xiaomi Mall App" and "Xiaomi Lite Mini Program" have also become key to its layout. By integrating with SF Express's local instant delivery service, it achieves a closed loop of real-time retail private domain in its own ecosystem.

In fact, it's not just Xiaomi. Earlier, when the iPhone 15 was launched, it also promoted the slogans of hourly and minute delivery in multiple channels including self operated and third-party platforms. giants such as Huawei Honor OV are also actively laying out real-time retail services. Instant retail has become a new breakthrough for major mobile phone manufacturers to create differentiation and win the favor of consumers.

Mobile phone manufacturers embrace omnichannel instant retail, highlighting the value of third-party ready to install products

According to a report previously released by Accenture titled "Focusing on China's Post-95 Consumer Group", the younger generation is more concerned about "speed", with over 50% of post-95s hoping to receive their goods on the day of shopping and willing to pay additional fees for faster delivery speed. Meeting the needs of young consumers, especially digital enthusiasts, to timely try new phones and seize greater market growth is the key reason why mobile phone manufacturers value instant retail.

More importantly, with the development of multipolar traffic such as live streaming platforms and brand private domains, consumer purchasing scenarios have become increasingly diversified. The instant retail model can quickly integrate online traffic, offline resources, and high-quality experiences into one, helping to efficiently transform more consumer scenarios and making it a major weapon for mobile phone manufacturers to layout omni channels.

Behind this complete service chain, instant logistics plays an indispensable role as a bridge, especially as a third-party instant delivery service that can flexibly handle all platform traffic, which is more suitable for the brand's current omnichannel layout needs.

Firstly, the prospects of private e-commerce are beginning to emerge. 3C digital consumption has a certain fan effect, and with the help of self built instant retail and private e-commerce, brands can better retain fan traffic, drive repeat purchases, and increase sales. SF Express Same City, a third-party on-demand platform that focuses on logistics, can quickly build exclusive on-demand services for brands without logistics capabilities.