饿了么App内测更名“淘宝闪购” 阿里即时零售整合落定

Core Insights - The Ele.me app has been officially renamed to "Taobao Flash Purchase," marking a significant step in Alibaba's integration of its instant retail strategy [1][3] - This rebranding aims to unify the brand positioning of Taobao Flash Purchase and transform Ele.me from an independent delivery platform into an infrastructure for instant retail, targeting a "30-minute delivery for everything" goal [1][3] Group 1 - The new version of the app is currently in a gray testing phase, available to a limited number of users, and continues to use the slogan "Order with confidence, food delivered on time" [1] - The rebranding includes visual elements such as rider uniforms and app icons being changed to Taobao's primary orange color, indicating a strategic shift that has been in preparation since October 2025 [1][3] Group 2 - During the gray testing period, users can experience instant delivery services for food and daily necessities, with Ele.me's delivery capacity fully supporting these orders [3] - This integration is seen as a crucial move for Alibaba to enhance delivery efficiency and user experience in response to competitors like Meituan and JD.com [3] Group 3 - Taobao Flash Purchase is an upgrade from Taobao's "Hourly Delivery" service launched on April 30, 2025, with Ele.me providing supply, delivery capacity, and technical support [3] - As of August, Taobao Flash Purchase has achieved an average of 80 million daily orders and over 300 million monthly active buyers, representing a 200% increase since April [3] Group 4 - To prepare for the Double 11 shopping festival, Taobao Flash Purchase has introduced an "Accelerated Delivery" service, reducing average delivery times by 3 minutes and implementing a compensation mechanism for delays [3] - On the night of October 20, during the Double 11 pre-sale, over 39,000 restaurant brands and more than 2,200 non-food brands saw their transaction volumes double, with late-night orders increasing across 278 cities [3]