Di Yi Cai Jing Zi Xun·2025-11-14 14:03Core Viewpoint - Meituan has launched a campaign to bid farewell to Ele.me, marking the end of a 12-year partnership, while also offering users limited-time benefits through the distribution of 10 million virtual flowers [2][4]. Group 1: Farewell to Ele.me - Meituan expressed gratitude to Ele.me, referring to it as "Blue Friend," in a letter that highlights their shared journey over the past 12 years [2][6]. - The farewell coincides with speculation that Ele.me may be rebranding to "Taobao Flash Purchase," which is part of Alibaba's strategy [6][8]. Group 2: Taobao Flash Purchase - On November 4, Ele.me's app was reported to have changed its icon to reflect the new branding as "Taobao Flash Purchase," which has gained significant attention [8]. - Taobao Flash Purchase, launched by Alibaba, has seen rapid growth, with peak daily orders reaching 120 million in August, and a 200% increase in monthly active buyers since April [10][11]. Group 3: Strategic Importance - Alibaba's CEO mentioned that Taobao Flash Purchase has exceeded its initial goals and aims to integrate offline brand stores into its platform, potentially bringing in one million stores over the next three years [11]. - The integration of Ele.me with Taobao Flash Purchase is seen as a strategic move to enhance Alibaba's capabilities in the instant retail sector [11].