饿了么品牌焕新背后，即时零售进入新周期？

Core Insights - The recent rebranding of Ele.me to "Taobao Flash Purchase" signifies Alibaba's strategic shift towards enhancing its instant retail business, reflecting a commitment to becoming a major player in the consumer market [1][7]. Group 1: Business Performance - As of September 30, 2025, Alibaba's instant retail business revenue grew by 60% year-over-year, with Taobao Flash Purchase's average order value increasing by over double digits compared to August [1][7]. - In the second quarter of the 2026 fiscal year, Alibaba's instant retail revenue reached 22.9 billion yuan, maintaining a 60% growth rate [2][8]. - The number of daily orders for Taobao Flash Purchase surged to 80 million, peaking at over 120 million within three months of its launch [2][8]. Group 2: Strategic Integration - The integration of Taobao Flash Purchase and Ele.me is a strategic decision based on the business development stage, enhancing the synergy between various Alibaba platforms [2][8]. - The collaboration among Taobao, Ele.me, Cainiao, and Tmall creates a core hub that leverages resource integration for improved operational efficiency [3][9]. - As of October 31, 2025, 3,500 Tmall brand offline stores were integrated into the instant retail network, contributing to a 290% year-over-year increase in transactions during the Double 11 shopping festival [3][9]. Group 3: Future Outlook - Alibaba aims to refine user experience and focus on high-value customer engagement, with a target of achieving a trillion yuan in transaction volume within three years [5][11]. - The brand integration is viewed as a milestone rather than an endpoint, indicating ongoing strategic investments in instant retail [5][11]. - The deepening of ecological collaboration is expected to unlock greater potential in the consumer market, enhancing service capabilities across multiple scenarios [5][11].