饿了么，退场？

Core Viewpoint - The recent rebranding of Ele.me to "Taobao Flash Purchase" indicates a strategic shift in Alibaba's approach to the food delivery and instant retail market, suggesting that Ele.me may be transitioning to a backend service provider role as competition intensifies with Meituan and other players in the instant retail space [1][8][11]. Group 1: Market Dynamics - The competition in the food delivery sector has evolved, with Alibaba's Taobao Flash Purchase emerging as a primary competitor rather than Ele.me, which has historically focused on food delivery [3][5]. - Taobao Flash Purchase has rapidly gained market share, achieving a daily order volume of 1.2 billion within a few months of its launch, significantly impacting Meituan's market share [4][6]. - The overall market share dynamics have shifted, with Ele.me's share declining to around 25% after being acquired by Alibaba, while Taobao Flash Purchase aims to capture a significant portion of the market [5][6]. Group 2: Strategic Implications - The rebranding to Taobao Flash Purchase is seen as a move to unify brand recognition and integrate Ele.me's logistics network into Alibaba's broader e-commerce ecosystem, enhancing competitive strength against Meituan and JD in the instant retail sector [8][11]. - Analysts suggest that the focus is shifting from traditional food delivery to a more comprehensive instant retail ecosystem, emphasizing supply chain responsiveness and cross-platform collaboration [8][11]. - The timing of the rebranding aligns with the upcoming "Double 11" shopping festival, aiming to leverage consumer interest and drive traffic to the new platform [11].