饿了么要改名了！你还在用吗？

Core Viewpoint - Alibaba has upgraded its instant retail service from "Taobao Hourly Delivery" to "Taobao Flash Purchase," aiming to enhance brand positioning and improve delivery efficiency in response to competition from Meituan and JD.com [5][7]. Group 1: Business Strategy - The rebranding of "Taobao Flash Purchase" is part of Alibaba's strategy to consolidate its instant retail operations, positioning it as a unified brand while transforming Ele.me into a fulfillment infrastructure [7]. - The integration aims to achieve the goal of "30-minute delivery for everything," enhancing user experience and operational efficiency [7]. - The shift reflects a growing consumer preference for instant response and immediate delivery in the fast-paced lifestyle [7]. Group 2: Competitive Landscape - The competition in instant retail is intensifying among major platforms like Meituan, Alibaba, and JD.com, each seeking to establish a second growth curve [7]. - Meituan has expanded its service offerings beyond food delivery to include alcohol, groceries, clothing, and electronics, creating a comprehensive instant retail network [7]. - JD.com has also recognized the trend and has increased efforts to upgrade its "JD Instant Delivery" service while entering the food delivery market [7]. Group 3: Company History - Ele.me was founded in 2008 during a rapid growth phase in China's internet industry, initially serving as a simple online ordering platform [8][9]. - In 2013, Ele.me launched its own delivery service, marking its transition to a comprehensive food delivery platform [10]. - Alibaba became Ele.me's largest shareholder in 2016 after leading a $1.25 billion financing round, and later acquired Ele.me for $9.5 billion in 2018, intensifying competition with Meituan [11][12]. Group 4: Market Position - At its peak, Ele.me held a market share of 36.8%, surpassing Meituan's 31.7%, establishing itself as a market leader [13].