淘宝闪购站上“C位”，阿里不再“饿了么”

Core Insights - Ele.me's app has been rebranded as "Taobao Flash Purchase," indicating a strategic shift towards integrating instant retail services under a unified brand [2][4] - The rebranding is part of Alibaba's broader strategy to enhance its instant retail capabilities and compete more effectively against rivals like Meituan and JD [4][5] Group 1: Brand and Service Integration - The new version of the app emphasizes convenience, allowing users to order food and daily necessities from a single platform [2] - Ele.me's customer service confirmed that the name change does not affect user rights or data privacy, and the delivery capacity remains unchanged [3] - The rebranding aims to position "Taobao Flash Purchase" as a key component of Alibaba's instant retail strategy, facilitating a 30-minute delivery model [2][4] Group 2: Market Competition and Strategy - The integration of Ele.me into Alibaba's instant retail framework is seen as a response to increasing competition in the sector, with other players like JD and Meituan also enhancing their offerings [4][5] - Alibaba's past investments in Ele.me, including a $9.5 billion acquisition, have not yielded expected market share gains, prompting this strategic overhaul [5] - The company aims to leverage its supply chain advantages to enhance service offerings, including a new convenience store brand "Taobao Convenience Store" [8][9] Group 3: Performance Metrics and Future Projections - "Taobao Flash Purchase" has seen rapid growth, with over 1 billion orders processed within a short time frame, indicating strong market demand [7] - Alibaba's CEO projects that instant retail could generate an additional 1 trillion yuan in transactions over the next three years [9] - The upcoming Double 11 shopping festival is expected to further integrate e-commerce and instant retail, showcasing Alibaba's strategic ambitions in the sector [9]