Bei Jing Shang Bao·2025-11-04 14:48Core Viewpoint - The controversy surrounding "Ele.me rebranding as Taobao Flash Purchase" highlights the aggressive market presence and strategy of Taobao Flash Purchase in the instant retail sector this year [1][3]. Group 1: Business Integration - There are claims that the latest version of the Ele.me app has been renamed to "Taobao Flash Purchase," although no official confirmation has been provided [2]. - The integration of Ele.me and Taobao Flash Purchase is part of Alibaba's strategy to streamline local life resources and compete more effectively against Meituan and JD [1][3][8]. - The collaboration between Ele.me and Taobao Flash Purchase has led to significant operational changes, including organizational restructuring within Alibaba to enhance efficiency and resource allocation [7][11]. Group 2: Market Performance - Taobao Flash Purchase has seen a surge in daily orders, exceeding 60 million, and is being positioned as a "super increment" by Alibaba's leadership [8][12]. - The partnership with Ele.me has allowed Taobao Flash Purchase to leverage existing delivery infrastructure and merchant resources, significantly boosting its market presence [9][10]. - The competition in the instant retail space has intensified, with both Taobao Flash Purchase and Meituan achieving daily order volumes of 120 million, indicating a fierce battle for market share [9]. Group 3: Product Expansion - Taobao Flash Purchase is expanding beyond traditional categories like fresh food and daily necessities to include beauty and apparel products, reflecting a broader market strategy [10][12]. - The integration of online and offline resources is becoming more sophisticated, with brands needing to adapt their inventory and performance metrics to accommodate the new instant retail model [11]. Group 4: Consumer Engagement - Alibaba is enhancing its membership system to increase consumer loyalty, with over 100 million high-value members in the Taobao ecosystem, who frequently engage with the platform [13]. - The launch of "Taobao Convenience Store" aims to provide a comprehensive range of products with rapid delivery, further solidifying Taobao Flash Purchase's market position [12].