Wine in 30 Minutes: How Instant Retail Is Reshaping Wine Sales in China

Xiaoxiang Supermarket

Formerly Meituan Maicai, Xiaoxiang (Little Elephant) is Meituan’s self-operated grocery venture, launched in 2019. It now serves cities including Beijing, Shanghai, Guangzhou, and Hangzhou, using front-warehouse logistics to guarantee 30-minute delivery.

By 2024, daily order volume surpassed 2 million, with Beijing and Shenzhen alone accounting for nearly 1 million. According to China Entrepreneur Magazine, Xiaoxiang was estimated to have earned over RMB 100 million in profit in the first half of 2024.

Its wine selection is conservative, focusing on trusted imports like Penfolds, Casillero, Jacob’s Creek, and Yellow Tail, primarily sourced from major importers like ASC, Pernod Ricard, and Summergate. While not innovative, it provides a secure entry point for well-known global brands.