第一财经·2025-11-04 03:02Core Viewpoint - The rebranding of Ele.me to Taobao Flash Purchase signifies a strategic shift for Alibaba, emphasizing the integration of its instant retail businesses to enhance operational efficiency and market competitiveness [3][5]. Group 1: Business Integration - Ele.me and Taobao Flash Purchase are crucial components of Alibaba's instant retail strategy, with their integration becoming increasingly urgent [3][6]. - Taobao Flash Purchase was launched in April 2023 as an upgrade from the "Xiaoshida" service, initially available in 50 cities, indicating Alibaba's commitment to expanding its instant retail footprint [5][6]. - The collaboration between Ele.me and Taobao Flash Purchase includes shared resources and subsidies, which has significantly boosted the growth of the Flash Purchase business [6][7]. Group 2: Performance Metrics - As of August 2023, Taobao Flash Purchase achieved a peak daily order volume of 120 million, with a weekly average of 80 million orders, leading to a 200% increase in monthly active buyers compared to April [6][7]. - Alibaba's CEO of the China E-commerce Group, Jiang Fan, noted that Taobao Flash Purchase exceeded its initial scale and brand recognition goals, with plans to integrate offline stores into the platform [6][7]. Group 3: Strategic Outlook - The integration of Ele.me and Taobao Flash Purchase is seen as a foundation for Alibaba's broader strategy to combine online and offline retail, aiming for a seamless consumer experience [7]. - The upcoming Double 11 shopping festival is expected to highlight Alibaba's accelerated efforts in merging its online and offline retail strategies, with instant retail playing a key role in fulfilling new delivery tasks [7].