Sou Hu Cai Jing·2025-06-25 08:51Core Viewpoint - Alibaba's strategic shift from an "e-commerce platform" to a "big consumption platform" is marked by the integration of Ele.me and Fliggy into its China e-commerce business group, aiming for deeper collaboration and resource allocation [2][5][12]. Group 1: Strategic Integration - The decision to merge Ele.me and Fliggy into the e-commerce group is seen as a decisive move to enhance Alibaba's competitive edge in the market [5][14]. - This integration is driven by the explosive growth of Taobao Flash Sales, which saw daily order volumes exceed 40 million shortly after launch, indicating significant potential for the "instant retail + e-commerce" model [4][6][8]. - The restructuring aligns with Alibaba's goal to create a "super app" that consolidates various services, enhancing user engagement and reducing customer acquisition costs [11][12]. Group 2: Market Performance - Taobao Flash Sales achieved a peak daily order volume of 60 million during the 618 shopping festival, showcasing its rapid growth and the potential to rival Ele.me [4][6]. - Ele.me has maintained its position as the second-largest player in the food delivery market, while Fliggy holds a significant share in the OTA market, indicating strong underlying business fundamentals [5][9]. - Fliggy's performance during the 618 event showed a 25% increase in transaction volume, with a 30% growth in user transactions, highlighting its robust market presence [9]. Group 3: Future Opportunities - The integration of Ele.me and Fliggy into Alibaba's ecosystem is expected to create new consumption scenarios, such as combining travel and shopping, thereby enhancing customer experience [10][12]. - The move is anticipated to open new growth avenues for merchants, allowing them to leverage Alibaba's integrated platform for faster delivery and increased visibility [13][14]. - Industry experts believe that this strategic adjustment will enable Alibaba to better meet diverse consumer needs across local life services, instant retail, and B2C e-commerce [12][16].