Sou Hu Cai Jing·2025-11-11 00:55Core Viewpoint - Ele.me has officially rebranded to "Taobao Flash Purchase" as part of Alibaba's strategy to enhance its position in the instant retail market, transitioning from a food delivery service to a broader delivery platform for various products [2][3][4]. Group 1: Company Strategy - The rebranding aligns with Alibaba's strategic shift to emphasize instant retail, aiming to break the boundaries of local services and enhance brand recognition [3][11]. - Taobao Flash Purchase has seen significant growth, with peak daily orders reaching 120 million, indicating a mature consumer mindset towards "30-minute delivery" [3][7]. - The collaboration between Taobao and Ele.me is designed to leverage Alibaba's extensive e-commerce user base, facilitating a seamless transition from online shopping to local delivery [6][12]. Group 2: Market Position - Ele.me's market share has declined since its acquisition by Alibaba in 2018, struggling to compete with Meituan, which has maintained a stronger market position [4][5]. - The competitive landscape has shifted from a balanced rivalry to a more fragmented market, with Ele.me's position as the "eternal second" being a significant concern [4][18]. - The rebranding to Taobao Flash Purchase is seen as a necessary step to unify the brand and eliminate confusion among consumers regarding the services offered [11][12]. Group 3: Operational Changes - The operational model has shifted to a "front-end traffic generation by Taobao and back-end fulfillment by Ele.me," indicating a strategic partnership aimed at maximizing efficiency [6][19]. - Alibaba's organizational restructuring, including the integration of various business units, aims to enhance collaboration and efficiency across its platforms [7][20]. - The introduction of new services, such as Taobao Convenience Store, reflects Alibaba's commitment to expanding its instant retail capabilities and improving supply chain efficiency [16][22]. Group 4: Competitive Landscape - The instant retail market is becoming increasingly competitive, with rivals like Meituan and JD.com also enhancing their service offerings [16][18]. - Despite recent successes, Taobao Flash Purchase must differentiate itself to escape the "eternal second" status and establish a unique competitive advantage [18][19]. - The challenge lies in breaking down internal barriers within Alibaba's ecosystem to improve coordination and resource sharing among its various business units [19][20].