Xin Lang Cai Jing·2025-12-06 00:00Core Insights - Alibaba has completed the brand unification of "Ele.me" and "Taobao Flash Purchase," signaling a deeper integration into the company's "big consumption platform" strategy [2][10] - The rebranding is seen as a commitment to the service e-commerce sector and reflects Alibaba's strategic determination to meet evolving consumer demands for instant life services [11][12] Brand Update Rationale - The name change from "Ele.me" to "Taobao Flash Purchase" aims to overcome the brand's association with food delivery, allowing for broader market expansion into categories like electronics and clothing [12][13] - Experts suggest that the rebranding is a strategic move to leverage Taobao's traffic and create a second growth curve for the business, enhancing synergy between high-frequency food delivery and low-frequency e-commerce [12][14] Performance Metrics - In the past six months, Taobao Flash Purchase has achieved a peak daily order volume of 120 million, with an average of 80 million orders on Sundays in August, and a monthly active user count exceeding 300 million [13][15] - The integration of Ele.me's fulfillment services has contributed to this growth, with a noted 20% year-on-year increase in daily active users on Taobao [13] Strategic Framework - Alibaba's strategy is not just focused on instant retail but aims to establish a comprehensive "big consumption platform," with Taobao Flash Purchase serving as a key component [14] - The company has invested significantly in Ele.me and instant retail, viewing the integration as a long-term strategic choice to enhance market competitiveness [14][15] Future Projections - Alibaba anticipates that Flash Purchase and instant retail could generate an additional 1 trillion yuan in transaction volume over the next three years [15] - The company plans to adjust its investment strategy based on market competition dynamics, indicating a potential reduction in spending as the business stabilizes [15][16] Market Dynamics - The instant retail market is entering a new phase characterized by enhanced collaboration across all business formats, with major players like Meituan also restructuring for efficiency [15][16] - Future competition will focus on achieving faster delivery times, retaining quality suppliers, and balancing subsidies with profit margins [16]