Meituan to Spin Off ‘Flash Buy’ Instant Retail Business as Standalone Brand
Chinese on-demand service giant Meituan is planning to spin off its fast-growing non-food delivery unit into a standalone retail brand called “Flash Buy” (闪购), as part of a broader strategy to expand into instant commerce. The announcement was made by Meituan Local Business Group CEO Wang Puzhong during a public address on April 13.
According to Wang, Meituan’s “non-food instant retail orders” have now exceeded 18 million per day, a milestone that demonstrates the scale and maturity of its retail logistics network. The company is already conducting small-scale A/B testing of a dedicated “Flash Buy” entry point within the Meituan app homepage, suggesting an official rebranding is imminent.
Flash Buy focuses on 30-minute delivery for non-food items — ranging from fresh produce and electronics to medicine, books, and personal care products — targeting the rapidly growing “instant retail” or “quick commerce” sector. This sector is seen as the next major frontier for e-commerce in China, especially in Tier 1 and Tier 2 cities where same-day or even 30-minute delivery has become a consumer expectation.
Unlike traditional e-commerce, where deliveries often take 1–2 days, Flash Buy leverages Meituan’s extensive logistics infrastructure and partnerships with local retailers, pharmacies, and supermarkets to fulfill orders at lightning speed. Meituan’s goal is to build a fully integrated “people + warehouses + goods + vehicles” supply chain system tailored for high-frequency, low-latency purchases.
The rebranding also reflects Meituan’s desire to distinguish its instant retail business from its core food delivery and hotel booking platforms. By spinning Flash Buy off into an independent brand, Meituan hopes to create stronger category identity, develop new marketing channels, and compete more directly with players like JD.com’s “Shop Now” and Alibaba’s Ele.me in the ultra-fast commerce market.
This strategic move mirrors global trends, where companies such as Amazon (with Prime Now), DoorDash, and Uber Eats have increasingly bundled grocery and general merchandise into their logistics platforms.
Looking ahead, Meituan is expected to expand Flash Buy coverage beyond major cities, while also deepening cooperation with third-party brands and deploying AI tools to optimize inventory allocation and route planning.
The standalone launch of Flash Buy could become a turning point for Meituan as it seeks to cement leadership in China’s evolving real-time retail economy.
