BABA(US:BABA) 华尔街见闻·2025-12-05 07:28Core Viewpoint - The rebranding of Ele.me to Taobao Flash Purchase signifies Alibaba's strategic shift towards a unified big consumption platform, enhancing its competitive edge in the instant retail market [1][8][14]. Group 1: Strategic Developments - On December 5, Ele.me officially announced its rebranding to "Taobao Flash Purchase," marking a significant strategic transition [1]. - The integration of Taobao Flash Purchase and Ele.me has positioned Alibaba firmly at the top of the instant retail industry, with a focus on a comprehensive big consumption strategy [2][5][12]. - Alibaba's recent financial report indicated a 60% year-on-year increase in instant retail revenue, reaching 22.9 billion yuan, highlighting the success of this strategic shift [1][2]. Group 2: Operational Improvements - Since September, improvements in logistics efficiency, high customer retention rates, and increased average order values have significantly enhanced the unit economic model of Alibaba's instant retail business [2][11]. - The launch of new services during the Double 11 shopping festival, such as "25 yuan large red envelopes" and "20-minute free delivery," has further improved user experience and service capabilities [6][10]. Group 3: Market Performance - During the Double 11 event, Taobao Flash Purchase exceeded expectations, with a notable increase in transaction volume and a diverse range of product categories [6][7]. - The integration has attracted over 37,000 brands and 400,000 stores to Taobao Flash Purchase, including major brands like Apple and Huawei, facilitating a seamless online-offline shopping experience [7][12]. Group 4: Future Outlook - Alibaba aims to leverage the synergies within its ecosystem to enhance the growth potential of Taobao Flash Purchase, targeting a trillion-yuan transaction increase over the next three years [9][14]. - The focus will shift towards optimizing user experience and catering to high-value customers, moving beyond mere delivery speed to a comprehensive strength in traffic, user engagement, supply, and fulfillment [10][11].