歪马送酒的品控体系 往上游推进了一程

This article centers on Waima Liquor Delivery's quality control system upgrade, with key takeaways as follows:

1. Latest development: Waima Liquor Delivery has formed a strategic partnership with the China National Research Institute of Food and Fermentation Industries to build the first private brand quality assurance base in the on-demand alcohol retail industry. The partnership extends the quality control chain from existing distribution links all the way upstream to production sources, and aims to establish national-level quality standards for Waima-branded products, covering product selection testing, production oversight, quality authentication, and professional team building.

2. Past and upcoming quality control initiatives: In June this year, Waima rolled out a "one bottle, one code" full-chain authenticity system covering more than 400 alcohol categories, with authenticity verification measures across all 6 links from sourcing to customer delivery. Before the end of the year, the company also plans to co-build an alcohol authentication lab that will upgrade identification to precision instrument testing capable of issuing legally valid authentication reports.

3. Value for consumers: Moving forward, all Waima-branded alcohol products will undergo national-level institutional review starting at the production stage, offering stronger guarantees for both authenticity and quality, and addressing consumers' top concerns about counterfeit alcohol and substandard quality when purchasing alcohol via on-demand retail.

Key takeaways for alcohol brands:

1. Industry consumption trends: China's on-demand alcohol retail has moved past its early unregulated growth phase into a stage of intensive operation. The market size will exceed 500 billion yuan by 2025, with an expected compound annual growth rate of around 50% in the coming years, leaving substantial room for overall expansion. Industry competition has shifted from competing on delivery speed to competing on product authenticity and quality, and consumer trust has become the core foundation for sustained customer acquisition.

2. Reference for brand building: Brands can learn from Waima Liquor Delivery's approach by extending their quality control system upstream to production sources, partnering with national-level authoritative research institutions for trust endorsement, building their brand as a trusted symbol recognized by consumers, and boosting overall brand competitiveness.

3. Channel cooperation opportunities: Leading on-demand retail platforms like Waima Liquor Delivery have already begun rolling out their own private label alcohol lines. Waima has already launched multiple custom alcohol products in partnership with China Resources Snow Brewery and Sichuan Liquor Group, among others. Established alcohol brands can partner with these platforms to expand custom cooperation channels and capture new incremental demand.

Key takeaways for alcohol sellers:

1. Industry opportunity: On-demand alcohol retail is currently a high-growth track, with a projected market size exceeding 500 billion yuan by 2025 and an expected compound annual growth rate of around 50% in the coming years, offering strong growth potential. Sellers can布局 early to capture market share.

2. Industry risk warning: While the industry is expanding rapidly, it faces widespread trust deficits: many consumers and upstream alcohol producers still doubt the authenticity of alcohol sold through on-demand retail channels. Sellers that fail to prioritize quality control will likely be squeezed out of the market.

3. Actionable operating strategy: Sellers can follow Waima Liquor Delivery's upgrade path: first build a full-chain authenticity system across distribution links, then gradually extend quality control upstream, and bring in authoritative institutions for quality endorsement to resolve consumer trust issues and build differentiated competitive advantages.

4. Trend outlook: Fast delivery has already become a baseline expectation in on-demand retail. Going forward, authenticity and quality will be the core of competition. Sellers need to invest in quality control upgrades early to capitalize on growth opportunities.

Key takeaways for alcohol production factories:

1. New business cooperation opportunities: On-demand retail platforms have expanded beyond pure product sales to directly engage in production links. Waima Liquor Delivery has already launched multiple private label custom alcohol products and formed production partnerships with leading alcohol enterprises. Alcohol factories can respond to these platforms' custom production demands to open new sales channels and secure incremental orders.

2. New requirements for production: On-demand retail platforms now extend quality control all the way to production sources, requiring products to undergo quality review by national-level professional institutions starting at the production stage. Factories need to adjust their production management processes to meet full-chain quality control requirements to qualify for platform cooperation.

3. Insights for digital e-commerce transformation: The on-demand alcohol retail market is growing rapidly. Factories can leverage on-demand retail platforms' user data and channel advantages to develop custom production that matches consumer demand in on-demand retail scenarios, unlock new growth opportunities by producing private label products for platforms, and advance their own business transformation.

Key takeaways for alcohol industry service providers:

1. Industry development trends: On-demand alcohol retail has exited its early unregulated growth phase and entered a stage of intensive operation. The overall market is growing rapidly, with a projected 50% compound annual growth rate in the coming years, and industry demand for professional third-party quality services is rising quickly, creating substantial room for business expansion.

2. Core client pain points: The core pain point across the on-demand retail industry is the trust deficit: both platforms and brands face questions from consumers and upstream partners over alcohol authenticity and quality, creating urgent demand for credible third-party quality services to resolve this issue.

3. Business expansion direction: Service providers can reference the cooperation model between Waima and the research institute: proactively partner with on-demand retail platforms to offer full-chain quality control services spanning upstream product selection, production oversight and end-point authentication, co-build industry standards and professional authentication labs with platforms, deeply align with leading industry players, expand business boundaries, and capture industry growth dividends.

Key takeaways for retail platform operators:

1. Core current industry challenge: After a period of rapid expansion, on-demand alcohol retail has developed a notable trust deficit: both consumers and upstream alcohol producers doubt the authenticity and quality of alcohol sold on platforms, and this issue has become the key bottleneck blocking further industry growth, requiring resolution to enable sustained development.

2. Reference for platform operation upgrade: Waima Liquor Delivery's quality control upgrade path offers a useful blueprint: first build a full-chain authenticity system across distribution links covering the entire process from sourcing to customer delivery, then gradually extend quality control upstream to production sources, partner with national-level authoritative research institutions to build industry-specific quality standards, position private brands as trust symbols, and boost user recognition.

3. Future competitive landscape: Fast delivery has already become a baseline standard across on-demand retail. Going forward, competition will center on authenticity and quality. Platforms need to prioritize quality control system development as core operational work to retain users and build competitive moats. Platforms can also expand beyond pure product sales to develop private brands, and integrate upstream resources to build differentiated competitiveness.

Key takeaways for industry researchers:

1. New industry development trends: The on-demand alcohol retail industry has moved past early unregulated growth into a stage of intensive operation. Leading platforms are beginning to break through the boundaries of distribution links to expand upstream into production and develop private label businesses. Waima Liquor Delivery's partnership with a national-level research institute to build the industry's first private brand quality assurance base marks a milestone event for industry-wide quality control upgrading.

2. Unresolved core industry issues: Along with rapid industry growth comes a widespread trust deficit: both consumers and upstream alcohol producers hold doubts about the authenticity and quality of alcohol sold through on-demand retail channels, and the trust issue has become the core constraint holding back further industry development.

3. New business model innovation: This partnership explores a new path for on-demand retail platforms to develop private brands, namely a tripartite cooperation model of platform + national-level authoritative research institution + upstream producer. The model establishes quality standards through authoritative institutional endorsement to resolve trust issues, and turns brand labels into trust symbols, providing a valuable new research case for private brand development in the on-demand retail industry.