淘宝闪购，继续踩油门

Core Insights - The official announcement from Taobao Flash Sale indicates that the "Ele.me" app will be fully rebranded as "Taobao Flash Sale" starting December 5, marking the complete integration of the Ele.me brand into the Taobao ecosystem [2][3] - This rebranding is a strategic move by Alibaba to strengthen its position in the instant retail sector, following a clear trajectory of integration and upgrades over the past year [4] Business Performance - Alibaba's latest financial report shows that instant retail revenue grew by 60% year-on-year in Q2 2025, primarily driven by order growth from Taobao Flash Sale, with non-tea drink orders exceeding 75% [5][6] - The business model has transitioned from a "burning money for growth" approach to a sustainable growth cycle, indicating improved unit economics and operational efficiency [7] Strategic Transition - Taobao Flash Sale has moved from a phase of rapid scale expansion to a focus on quality improvement, with significant enhancements in logistics efficiency and customer retention [6][9] - The platform has introduced new features and services aimed at high-value categories, moving beyond the previous reliance on low-cost offerings [7][8] Brand and Market Positioning - The rebranding from Ele.me to Taobao Flash Sale is not just a cosmetic change but a systematic restructuring of user perception and business boundaries, allowing for a broader range of instant consumption scenarios [10][11] - This integration allows Taobao to leverage Ele.me's logistics capabilities, enhancing its instant retail offerings and creating a seamless ecosystem for consumers [12] Ecosystem Synergy - The merger of Ele.me into Taobao's framework represents a dual-value upgrade, enhancing both platforms' capabilities and expanding their market reach [12][13] - The integration has activated new user growth, particularly among younger consumers and those in lower-tier markets, contributing to increased platform activity [12][13] Long-term Strategic Vision - Taobao Flash Sale is positioned as a core component of Alibaba's broader consumer strategy, aiming to create a unified ecosystem that encompasses both long-distance e-commerce and instant retail [14][15] - The strategic goal is to achieve a trillion yuan in transactions within three years, reinforcing Alibaba's commitment to transforming its consumer platform [15][16]