Tai Mei Ti A P P·2025-11-06 03:35Core Viewpoint - Alibaba is merging its two brands, Taobao Flash Sale and Ele.me, into a single brand for food delivery and instant retail, with Taobao Flash Sale becoming the sole brand moving forward [1][3]. Brand Strategy - The dual-brand structure was seen as confusing, as it required complex explanations about the roles of Taobao Flash Sale and Ele.me [3]. - The merger is viewed as a natural evolution in response to the competitive landscape of the food delivery market [3][6]. - Taobao Flash Sale has rapidly established itself in the instant retail market, having undergone significant upgrades and marketing efforts since its launch [3][8]. Market Positioning - Taobao Flash Sale has gained a strong foothold in the market, achieving a peak of 120 million daily orders, positioning itself as a strong competitor against Meituan and JD [3][10]. - The brand's identity is clearer compared to Meituan, where users often conflate different services under the same brand [5][6]. Internal Dynamics - The decision to consolidate brands reflects Alibaba's strategic focus on leveraging its strengths while minimizing weaknesses, particularly in the face of competition from Meituan [6][10]. - Ele.me's brand presence is gradually diminishing as it becomes more integrated into the Taobao ecosystem, focusing on resource allocation rather than brand prominence [7][10]. Operational Changes - Recent changes in delivery personnel uniforms indicate a shift towards Taobao Flash Sale as the primary brand, with Ele.me being positioned as a secondary entity [8][10]. - The rebranding is expected to enhance internal organization and improve trust among agents, facilitating better collaboration and business expansion [10][11].