3 6 Ke·2025-11-04 23:59Core Viewpoint - Ele.me has rebranded to Taobao Flash Purchase, marking a strategic shift from an independent food delivery platform to an "instant retail" fulfillment infrastructure, aiming for a "30-minute delivery" goal in collaboration with Taobao [1][12][14] Group 1: Company Strategy - The rebranding to Taobao Flash Purchase is part of a strategic positioning adjustment, integrating Ele.me's services with Taobao's traffic to enhance user experience and operational efficiency [1][14] - Taobao Flash Purchase is currently in a gray testing phase, focusing on instant delivery services for food and daily necessities [1][12] - The name change has generated significant public interest, with the new brand quickly becoming associated with the goal of "everything delivered to your home" [1][12][14] Group 2: Market Performance - Taobao Flash Purchase has achieved a peak daily order volume of 1.2 billion, with a weekly average of 80 million orders, contributing to a 20% increase in daily active users for Taobao [12] - The service has seen a 670% increase in supermarket and convenience store orders during the recent Double 11 shopping festival, with over 70% of cities reporting a more than 200% increase in late-night snack orders [12][14] Group 3: Brand Transition - The rebranding reflects a broader trend in the internet industry where companies change names to signify strategic upgrades, brand transformations, or mergers [3][6] - Historical examples include major companies like Meta (formerly Facebook) and Apple (formerly Apple Computer), which rebranded to reflect their expanded business scopes [6][9] - The name change aims to refresh the brand image and communicate a new narrative to users, although the effectiveness of such changes can vary [3][10][11]