Late at night, a young professional, worn out after several days of overtime, felt a sudden pang in her stomach. Scanning her medicine cabinet, she realized her pills had expired. Desperate, she picked up her phone. Within minutes, she found what she needed on a delivery app, discovered a 24-hour smart pharmacy, and even added a warm bowl of millet porridge and some steamed buns to her order. Less than 30 minutes later, the medicine and food arrived, taking care of both her hunger and pain. "More thoughtful than my boyfriend," she thought.
深夜，一位年轻职场人连续加班多日后，突然感到胃部一阵绞痛。她查看药柜，发现常备药已经过期。情急之下，她拿起手机，几分钟内就在外卖平台上找到了需要的药品，还发现了一家24小时智能药房，顺便加购了一碗热小米粥和几个包子。不到30分钟，药品和食物就送达了，既缓解了饥饿，也减轻了疼痛。她心想：“比男朋友还贴心。”
In another place, a mother preparing for a family feast faced a minor crisis: key condiments like soy sauce and black vinegar were missing from her online order. The nearest supermarket was far, crowded and inconvenient. With a mix of frustration and hope, she tried a flash-sale app. Within minutes, she found the missing items as well as attractive discounts, and added yogurt and nuts for her children to the order. Fifteen minutes later, a man knocked on the door, and delivered the items at prices lower than the supermarket and with far less hassle. The family feast went on without a hitch.
在另一个场景中，一位母亲正在筹备家庭聚餐，却遇到了一个小麻烦：网购的订单里漏了酱油、陈醋等关键调味品。最近的超市距离远、人又多，十分不便。她带着一丝无奈和期待，尝试打开一款闪购APP。几分钟内，她不仅找到了短缺的调味品，还发现了优惠活动，于是又给孩子加购了酸奶和坚果。15分钟后，敲门声响起，商品送达，价格比超市还低，过程也省心不少。家庭聚餐得以顺利进行。
In a county home, a young man heard that an old friend was passing through and would change trains at the local railway station in an hour. He wanted to gift a taste of home to his friend, but most stores were closed for the weekend. Then he remembered the local supermarket had partnered with an instant retail platform. Immediately, he ordered a gift set of local pastries and a new but popular tea drink, adding a note: "Please deliver quickly—urgent gift." About 25 minutes later, the package arrived. He met his friend at the station and gifted him a "piece of home"—a small but valuable gesture.
在一个县城里，一位年轻人得知老友途经此地，一小时后将在当地火车站换乘。他想给老友带一份家乡味道当礼物，但周末多数店铺都关门了。这时他想起，当地超市与一家即时零售平台有合作。他立刻下单了一套本地糕点礼盒和一款新款热门茶饮，并备注“急需送礼，请尽快送达”。约25分钟后，包裹送到了。他到车站见到老友，送上这份“家乡味”——虽不起眼，却情谊深厚。
These stories illustrate a larger shift reshaping China's consumer market: instant consumption. Defined by online ordering and immediate offline delivery, it is changing shopping habits and driving growth. During the 14th Five-Year Plan (2021-25), instant consumption leapt forward, with improved infrastructure, richer consumption scenarios, and rapidly growing market scale, becoming a key driver of consumption upgrading and domestic growth.
这些故事背后，折射出中国消费市场正在发生的深刻变革——即时消费。这种以“线上下单、线下即时送达”为核心的消费模式，正改变着人们的购物习惯，拉动经济增长。“十四五”时期（2021-2025年），即时消费凭借基础设施完善、消费场景丰富、市场规模快速扩大等优势实现跨越式发展，成为推动消费升级和内需增长的重要引擎。
According to the China Chain Store and Franchise Association, the country's instant retail market is expected to exceed 1.4 trillion yuan ($196.3 billion) in 2025, with a projected five-year compound annual growth rate of 25 percent—a major driver of consumer vitality.
中国连锁经营协会数据显示，2025年中国即时零售市场规模预计将突破1.4万亿元（约合1963亿美元），五年复合年均增长率预计达25%，成为激发消费活力的重要力量。
The magic of instant consumption lies in turning fleeting, fragmented or urgent needs into actual purchases. "Want it now" becomes "get it now"; "might need it" turns into a confirmed order. By meeting immediate needs, extending shopping hours, and reaching more places, instant consumption generates new demand and reshapes both business and consumer behavior.
即时消费的魅力，在于能将转瞬即逝、零散细碎或紧急迫切的需求转化为实际消费。“现在想要”变成“现在得到”，“可能需要”变成“确定下单”。通过满足即时需求、延长购物时间、拓展服务范围，即时消费不断创造新需求，重塑商家经营模式与消费者行为习惯。
Time has become an even more precious commodity in busy cities. Whether it's water, a meal, medication or office supplies, instant delivery has brought down waiting time to minutes, thus reducing mental strain and freeing up hours. Beyond emergencies, it changes expectations: instant service is now standard, not a perk. Small, frequent demands—an umbrella during sudden rain, late-night snacks while working overtime—are now easily met, turning previously latent needs into real consumption.
在快节奏的城市生活中，时间愈发珍贵。无论是饮用水、餐食、药品还是办公用品，即时配送将等待时间缩短至分钟级，不仅减轻了人们的心理压力，还节省了大量时间。除了应对紧急情况，即时消费还改变了人们的预期：即时服务已从“额外福利”变为“标配”。突发降雨时需要的雨伞、加班时想吃的夜宵等高频小额需求，如今都能轻松满足，原本潜在的需求转化为了实际消费。
Instant consumption is also breaking the traditional boundaries of retail hours. Convenience stores and e-commerce offer 24-hour options, but instant retail provides true round-the-clock response. Workers on the nightshift, students and spontaneous shoppers can get what they want at hours when brick-and-mortar stores are closed, creating a new consumption pattern: midnight snacks, emergency hygiene products, even replacement phone chargers.
即时消费还打破了传统零售的时间限制。便利店和电商虽提供24小时服务，但即时零售实现了真正的“全天候响应”。夜班工作者、学生以及临时有购物需求的人，即便在实体店铺关门时段，也能买到所需商品，催生了夜宵、应急卫生用品、手机充电器替换等新消费场景。
Consumers no longer need to travel to a store; goods come to them. Urban centers, residential areas, offices and even underserved outskirts enjoy the same access. Rain or shine, umbrellas or groceries are all delivered to your doorstep. Elderly residents in remote areas can now easily get daily necessities. By removing the barriers of distance, instant consumption has made shopping more inclusive and unlocked untapped demand.
消费者无需再前往店铺，商品会主动“送上门”。无论是城市中心、居民区、办公区，还是服务相对薄弱的郊区，都能享受同等便捷的服务。无论晴雨，雨伞或生鲜食材都能送达家门口；偏远地区的老年人也能轻松买到日常生活用品。通过打破距离壁垒，即时消费让购物更具包容性，释放了此前未被挖掘的需求。
Digital technology is powering all this. Big data, AI and recommendation algorithms allow platforms to anticipate needs, adjust inventory and optimize delivery in real time. While hot drinks and hotpot appear on your app when temperatures suddenly drop, the right promotions pop up during holidays. Even location or weather data inform personalized suggestions. This precision doesn't just improve efficiency, it also awakens latent needs, turning spontaneous ideas into confirmed purchases and continuously creating new demand.
这一切的背后，是数字技术的支撑。大数据、人工智能（AI）和推荐算法让平台能够预判需求、实时调整库存并优化配送路线：气温骤降时，APP首页会推送热饮、火锅；节假日期间，精准的促销活动主动弹窗；地理位置、天气情况等数据还能提供个性化推荐。这种精准化服务不仅提升了效率，更唤醒了潜在需求，让“突然想买”变成“确定下单”，持续创造新的消费增长点。
During the 15th Five-Year Plan period (2026-30), instant consumption is poised to reach wider areas and accelerate innovation. As the internet of things and autonomous-driving technologies mature, drone and driverless-vehicle deliveries are likely to scale up, reducing costs and shrinking response time. Service offerings will expand beyond physical goods to include instant medical consultations, home nursing and emergency repairs.
“十五五”时期（2026-2030年），即时消费将向更广泛领域延伸，创新步伐也将加快。随着物联网、自动驾驶技术的成熟，无人机、无人车配送有望规模化应用，进一步降低成本、缩短响应时间；服务范围将从实物商品拓展至即时医疗咨询、居家护理、紧急维修等领域。
Anchored by green, low-carbon priorities, the sector will
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