Xin Hua Cai Jing·2025-11-04 02:51Core Insights - Ele.me App has been officially renamed to "Taobao Flash Purchase" after updating to version 12.0.1, currently in a gray testing phase for select users [1] - The rebranding is part of Alibaba's strategy to integrate its instant retail operations, enhancing user experience by allowing customers to receive products quickly while shopping on Taobao [1] - The competition in the instant retail sector is shifting from simple delivery subsidies to a comprehensive ecosystem involving e-commerce supply chains, local stores, and instant delivery capabilities [1] Company Developments - The "Taobao Flash Purchase" service was previously known as "Xiaoshida" and was upgraded in April, with a prominent display on the Taobao app [1] - In September, Tmall also launched the "Taobao Flash Purchase" service, enabling hour-level delivery for products from official brand flagship stores [1] - The unified branding is expected to reduce customer acquisition costs for Ele.me and enhance the variety of consumer scenarios available to users [1] Industry Trends - The integration of Ele.me into the Taobao ecosystem signifies a strategic shift in Alibaba's approach to instant retail, indicating a move towards a more cohesive brand identity [1] - The new competitive landscape emphasizes the importance of a robust supply chain and local store partnerships, rather than solely relying on delivery incentives [1]