Sou Hu Cai Jing·2025-12-05 13:51Core Insights - The official announcement from Taobao Flash Purchase indicates that the "Ele.me" app will be fully transformed into "Taobao Flash Purchase" following an update, aligning with Alibaba Group's "big consumption platform" strategy [1][4] - The rebranding will involve a comprehensive upgrade of all scenarios previously associated with the "Ele.me" brand, which will gradually transition to "Taobao Flash Purchase" [1] Group 1 - The update aims to enhance service quality and reflects the accumulated service capabilities, product technology, user trust, and organizational resilience of Ele.me over the years [4] - Taobao Flash Purchase emphasizes that this transformation is a critical step in delivering greater value to users, merchants, and delivery personnel [4]