饿了么彻底“橙了”！从“送餐”到送“万物”，淘宝闪购奔向万亿增量

Core Insights - The official announcement from Ele.me on December 5 marks the complete rebranding to "Taobao Flash Purchase," indicating a strategic merger of the two brands [1] - The integration is expected to enhance competitive advantages, leveraging Ele.me's service capabilities and infrastructure to support Taobao's broader consumption platform strategy [2][8] Brand Integration - The rebranding signifies a deeper integration of Ele.me's logistics and service capabilities into Taobao's ecosystem, enhancing user experience and operational efficiency [2][9] - The transition to Taobao Flash Purchase aims to provide a comprehensive shopping experience, allowing users to access a wide range of products beyond food delivery [9][10] Market Performance - Taobao Flash Purchase has seen rapid growth, achieving a peak daily order volume of 1.2 billion orders by August, significantly boosting user engagement on the Taobao platform [5][11] - The instant retail business has reported a 60% year-on-year revenue growth, indicating strong market demand and operational efficiency improvements [6][11] Strategic Vision - Alibaba's long-term strategy focuses on transforming the retail landscape, with Taobao Flash Purchase positioned as a key driver for future growth in the next decade [3][12] - The integration of various Alibaba resources, including Taobao, Ele.me, and logistics services, aims to create a seamless consumer experience and drive significant new transaction volumes [12] Competitive Landscape - The shift from price competition to a focus on quality and service is reshaping the industry, with Taobao Flash Purchase establishing a comprehensive competitive edge through ecosystem collaboration [8][11] - The upcoming Double 11 shopping festival is expected to further solidify Taobao Flash Purchase's role as a major growth engine for Alibaba, with over 3.7 million brands participating [11][12]