“感谢12年相伴”，美团发文挥别蓝朋友

Core Viewpoint - Meituan has launched a campaign to bid farewell to Ele.me, marking the end of a 12-year partnership, while also offering users limited-time benefits through the distribution of 10 million virtual flowers [3][6][8]. Group 1: Farewell Campaign - The campaign includes a heartfelt letter from Meituan expressing gratitude for the 12 years of collaboration with Ele.me, emphasizing the importance of individuality and vibrant colors [3]. - The farewell event will last until November 21, during which Meituan aims to engage users with special offers [6]. - The campaign coincides with speculation about Ele.me's potential rebranding to "Taobao Flash Purchase," following its recent appearance on social media [8][11]. Group 2: Ele.me's Rebranding and Market Position - On November 4, Ele.me's app was reported to have changed its branding to "Taobao Flash Purchase," which has gained significant attention online [11]. - The app's icon now reflects this new branding, indicating a shift in its market strategy [12]. - Taobao Flash Purchase, launched by Alibaba, has seen rapid growth, with peak daily orders reaching 120 million and a 200% increase in monthly active buyers since April [15].