饿了么将更名

Core Viewpoint - The article discusses the rebranding of Ele.me to "Taobao Flash Purchase," which is part of Alibaba's strategy to integrate its instant retail services and enhance its competitive position against rivals like Meituan and JD.com [1][3][4]. Group 1: Rebranding and Strategy - Ele.me has been officially renamed to "Taobao Flash Purchase" following an app update, marking a shift towards a unified brand identity [1][2]. - The rebranding is part of Alibaba's instant retail strategy, aiming to transform Ele.me from an independent delivery platform into a fulfillment infrastructure for instant retail, with a goal of delivering products within 30 minutes [3][4]. - The new branding will feature Taobao's signature orange color in visual elements, reinforcing brand recognition [3]. Group 2: Service Expansion and Features - "Taobao Flash Purchase" is currently in a gray testing phase, allowing select users to experience food delivery and daily necessities through instant delivery services [2]. - The service has expanded its delivery capabilities, now covering a wider range of product categories, and is supported by Cainiao's supply chain for "hourly delivery" services in select cities [4][6]. - A new convenience store brand, "Taobao Convenience Store," has been launched, offering a 24-hour shopping experience with a 30-minute delivery promise, with plans to expand to over 200 cities [4]. Group 3: Performance Metrics - In August, "Taobao Flash Purchase" reached a peak daily order volume of 120 million, with an average of 80 million orders on Sundays, contributing to a 20% increase in daily active users on Taobao [5]. - The number of active delivery riders has tripled since April, exceeding 2 million daily [5]. - Alibaba's CEO projects that the instant retail segment will generate an additional 1 trillion yuan in transaction volume over the next three years [6].