BABA(US:BABA) Sou Hu Cai Jing·2025-12-05 07:18Core Insights - Ele.me has officially rebranded to "Taobao Flash Purchase," marking a significant step in Alibaba's integration of instant retail resources and deepening its "big consumption platform" strategy [1][3] - The rebranding aims to enhance user experience with a wider range of products and more efficient delivery services, achieving a peak daily order volume of 120 million and monthly active users exceeding 300 million [1][3] Group 1 - The rebranding signifies a comprehensive upgrade of Alibaba's instant retail strategy, merging Ele.me's mature delivery capabilities with Taobao's vast product resources to create a "30-minute delivery for everything" shopping experience [3] - Alibaba's management has indicated that Taobao Flash Purchase has completed rapid scale expansion in its first phase, with economic efficiency optimization in the second phase meeting expectations, laying a foundation for the long-term sustainable development of the delivery business [3] - The unification of the brand is expected to optimize resource allocation, with Taobao Flash Purchase serving as a primary entry point on the Taobao app, directly accessing its large traffic base, while Ele.me provides a mature instant delivery network [3] Group 2 - The integration has already shown synergistic effects, with data indicating a 20% year-on-year increase in daily active users on Taobao after the launch of Taobao Flash Purchase, effectively boosting the platform's activity [3] - The rebranding reflects a shift in competition within the instant retail industry, moving from price wars and traffic battles to a focus on quality and service as core competitive strengths [3] - Industry experts suggest that this rebranding indicates Alibaba's more concentrated resource investment and clearer strategic goals in the instant retail market, highlighting the importance of resource integration and ecosystem collaboration as key to success in the evolving competitive landscape [3]