Sou Hu Cai Jing·2025-11-04 11:10Core Points - Ele.me app has officially been renamed to "Taobao Flash Purchase" as part of Alibaba's strategy to unify its instant retail brand [2][7] - The rebranding is accompanied by a change in the delivery personnel's uniforms from blue to orange, aligning with Taobao's branding [3][7] - The new app version is currently in a gray testing phase, allowing select users to experience instant delivery services for food and daily necessities [2][7] Company Strategy - The renaming of Ele.me to Taobao Flash Purchase is seen as part of Alibaba's broader strategy to integrate its instant retail operations, which includes the merger of Ele.me and Fliggy into Alibaba's China e-commerce group [8] - The CEO of Alibaba has indicated that this move is a strategic upgrade aimed at transitioning from an e-commerce platform to a comprehensive consumer platform [8] - The integration is expected to enhance operational synergies, with Taobao Flash Purchase achieving a peak daily order volume of 120 million [8] Market Competition - The integration of Taobao Flash Purchase is viewed as a response to increasing competition in the instant retail sector from rivals like Meituan and JD.com [9] - The focus of competition is shifting from subsidies and traffic battles to supply chain capabilities, fulfillment efficiency, and merchant ecosystems [9] - Taobao Flash Purchase has launched a convenience store brand that operates 24/7 with a promise of 30-minute delivery, aiming to cover over 200 major urban areas [9] Market Outlook - The instant retail market is projected to grow significantly, with estimates suggesting a market size of 1.5 trillion yuan by 2025 and potentially reaching between 2 trillion to 3.6 trillion yuan by 2030 [10] - Long-term projections indicate that the industry could reach a scale of 2.4 trillion yuan, although direct profitability may be limited [10]