Anta, Adidas, Nike chase the 30 minute instant retail boom

What happened On August 19, news that sportswear giant Anta had joined forces with Chinese tech firm Meituan’s instant retail arm, Meituan Flash (美团闪购), set off a stir in the sportswear world. Already, some 1,200 Anta stores are on the platform, promising deliveries in as quick as 30 minutes. By the year’s end, the brand aims to expand the service to 5,000 outlets across more than 300 cities. So-called “on-demand retail” is essentially about applying food delivery logistics to retail. Delivery within 30 minutes no longer just covers meals — clothes, shoes, and even mobile phones are available, too. This model combines the convenience of e-commerce with the accessibility of physical stores, and is rapidly becoming a new battleground for brands competing on speed and incremental growth. The Jing Take As young consumers shift their shopping habits, brands are moving quickly. In June, Anta was among the first to test the waters, launching pilot stores on Meituan Flash Buy in provinces like Shandong and Guangdong. Orders climbed steadily, with many deliveries headed to gyms and schools. According to Meituan Flash Buy, since June, sales of running shoes, athletic T-shirts, and basketball sneakers have jumped more than 200% YoY, while categories like swim gear, cycling apparel, hiking and trail shoes, and sports jackets have all doubled. The surge has pushed Anta to expand its on-demand retail presence. Adidas, Nike, and children’s label Balabala have already joined the major platforms led by JD.com, Taobao, and Meituan. Even high-end fashion is testing the model: Coach has added select items from its official outlet flagship to Taobao Flash Sale, offering rapid delivery in Shanghai. One monogram Nolita 19 bag, priced at RMB 958.36 ($134), has sold more than 8,000 units. Coach has gone further, adding gift packaging and voice cards to bring ceremony to flash sales. Still, delivery speed remains uneven — these items are not yet available for same-day service, though most Nike and Decathlon products already arrive within hours. Industry data supports the trend’s momentum. A 2022 white paper from the China Chain Store and Franchise Association projects on-demand retail will exceed 1 trillion RMB ($168 billion) by the end of this year, driven by an 81% compound annual growth rate since 2016. Meanwhile, Accenture research shows more than half of China’s post-1995s generation expect same-day delivery and will pay a premium for speed. On-demand retail has already expanded well beyond food and daily essentials into categories like electronics, baby products, apparel, pet supplies, and small appliances. From bubble tea to sneakers, pet food to fashion, on-demand retail is rewriting how young Chinese shop. It isn’t the next big wave — it’s the new normal. With Anta, Nike, and Coach all embracing on-demand retail, a cross-category, cross-price battle seems inevitable. The value of on-demand has already moved beyond speed: it is emerging as a second growth curve for brands. The question now is whether they can defend both margins and brand equity.

Anta, Adidas, Nike chase the instant retail boom

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Anta, Adidas, Nike chase the instant retail boom