“一个淘宝”：阿里没有宣布的战略转型

Core Viewpoint - Alibaba is integrating Ele.me and Fliggy into its China e-commerce business group, marking a strategic upgrade towards becoming a comprehensive consumer platform centered around Taobao [2][3]. Group 1: Integration and Strategy - The integration of Ele.me and Fliggy into Alibaba's China e-commerce business group aims to streamline operations and enhance collaboration, allowing for a unified approach to business decisions [2][3]. - This move signifies a shift from a multi-entrance strategy to a "One Taobao" strategy, consolidating power and resources under the leadership of Jiang Fan [3][4]. - The collaboration between Taobao and Ele.me has already shown significant results, with daily order volumes increasing from over 20 million to more than 60 million in less than two months [3][4]. Group 2: Market Impact and Performance - The daily order volume for the Taobao and Ele.me partnership reached a peak of over 60 million, significantly narrowing the gap with Meituan, which reported an average of over 90 million daily orders [4][6]. - The integration is expected to enhance user engagement within the Taobao app, as users can access Ele.me and Fliggy services directly, increasing the time spent on the platform [5][6]. - The strategic focus on instant retail through Taobao has led to a notable increase in active users, with a reported increase of nearly 38 million daily active users in May compared to April [5][6]. Group 3: Historical Context and Organizational Changes - Alibaba has undergone multiple organizational adjustments over the past decade, shifting between centralized and decentralized structures to adapt to market conditions [6][7]. - The current transition reflects a broader trend in the industry where companies consolidate resources to enhance efficiency and respond to competitive pressures [8]. - Historical examples from other companies, such as Ford and Microsoft, illustrate the varying outcomes of centralized strategies, emphasizing the importance of delivering competitive products [8].