BABA(US:BABA) 36氪·2025-12-05 10:28Core Viewpoint - The rebranding of "Ele.me" to "Taobao Flash Purchase" marks a strategic integration aimed at enhancing Alibaba's position in the instant retail market, leveraging the strengths of both platforms to create a more cohesive consumer experience and operational efficiency [4][20][22]. Market and User Impact - The merger of the two brands is seen as a natural evolution, enhancing service capabilities and user trust, while aligning with Alibaba's broader "big consumption platform" strategy [5][15]. - The instant retail sector has experienced significant growth, with Taobao Flash Purchase achieving a peak of 120 million daily orders and an average of 80 million daily orders by August, contributing to a 20% year-on-year increase in daily active users on the Taobao app [7][8]. Business Performance - Instant retail revenue for Alibaba saw a remarkable 60% year-on-year growth in the latest quarterly report, driven by improved logistics efficiency and higher customer retention rates [7][8]. - The average order value for Taobao Flash Purchase has increased by over 10% since August, with non-tea drink orders rising to over 75% [7]. Strategic Collaboration - The integration of resources from Taobao and Ele.me has created a competitive edge in the instant retail market, avoiding internal competition and enhancing overall efficiency through ecosystem collaboration [10][20]. - Approximately 3,500 brands from Tmall have joined Taobao Flash Purchase, indicating a strong push for brand participation in the instant retail space [10][19]. Future Directions - The next phase for Taobao Flash Purchase will focus on enhancing user experience and optimizing economic benefits, with a commitment to long-term investment in instant retail [14][18]. - The upcoming strategies will include a focus on high-value users and quality service upgrades, as seen during the recent Double 11 shopping festival, which featured new service offerings and promotional activities [18][19]. Competitive Landscape - The shift from "Ele.me" to "Taobao Flash Purchase" signifies a more concentrated resource investment and clearer strategic goals for Alibaba in the instant retail market [20][22]. - The industry is moving towards a competition model centered on quality and service rather than price wars, with Taobao Flash Purchase positioned to leverage its advantages in traffic, user engagement, supply, and fulfillment [22].