BABA(US:BABA) 3 6 Ke·2025-12-05 08:38Core Viewpoint - The rebranding of "Ele.me" to "Taobao Flash Purchase" marks a significant strategic shift for Alibaba, integrating its resources to enhance its position in the instant retail market and align with its "big consumption platform" strategy [2][7]. Group 1: Market and User Impact - The merger of Ele.me and Taobao Flash Purchase is a natural evolution, aimed at enhancing service capabilities and user trust, ultimately driving greater value within Alibaba's ecosystem [2][3]. - Taobao Flash Purchase has seen remarkable growth, with peak daily orders reaching 120 million and an average of 80 million daily orders by August, contributing to a 20% year-on-year increase in daily active users for the Taobao app [2][3]. - Instant retail business revenue grew by 60% year-on-year in the latest quarterly report, with significant improvements in unit economics due to enhanced logistics efficiency and higher customer retention [3][6]. Group 2: Strategic Collaboration - The collaboration between Ele.me and Taobao Flash Purchase has effectively utilized existing infrastructure to achieve rapid delivery times of 30 minutes nationwide, enhancing marketing efficiency through joint subsidies [3][4]. - The integration has led to a significant increase in user engagement, with both platforms experiencing growth in daily active users and improved activity levels among delivery personnel and merchants [4][6]. - The strategic focus on high-value user retention and service quality is set to continue, with plans for further enhancements in user experience and retail category development [8][9]. Group 3: Competitive Landscape - The rebranding signifies a concentrated resource investment in the instant retail market, with clearer strategic goals and more efficient business collaboration [11][13]. - The shift from price competition to a focus on quality and service is becoming the new industry standard, with Taobao Flash Purchase poised to leverage its competitive advantages in traffic, users, supply, and fulfillment [13]. - Recent marketing initiatives, such as the upgrade of promotional activities, indicate a proactive approach to maintaining market momentum and user engagement [13].