Cai Jing Wang·2025-11-04 02:32Core Viewpoint - Ele.me has officially rebranded to "Taobao Flash Purchase" as part of Alibaba Group's strategy to integrate its instant retail services, aiming to enhance its positioning as a unified brand [1] Group 1: Rebranding and Strategy - The app update to version 12.0.1 marks the transition from Ele.me to "Taobao Flash Purchase," currently in a gray testing phase for select users [1] - The new slogan for "Taobao Flash Purchase" is "Order with confidence, food delivered on time," indicating a focus on reliable service [1] - This rebranding is part of Alibaba's broader strategy to transform Ele.me from an independent delivery platform into a foundational infrastructure for instant retail, aligning with Taobao's traffic [1] Group 2: Operational Changes - Ele.me's delivery capacity now fully supports orders from Taobao Flash Purchase, expanding the range of available products [1] - The initiative aims to achieve the goal of "30-minute delivery for everything" by integrating logistics and delivery services [1] - Starting from October 2025, visual elements such as rider uniforms and app icons will be updated to reflect Taobao's primary orange color, further solidifying brand identity [1]