21世纪经济报道·2025-12-09 12:22Core Viewpoint - The integration of Ele.me and Taobao Shanguo into a single brand under Taobao Shanguo signifies Alibaba's strategic shift towards enhancing its presence in the instant retail market, leveraging Ele.me's delivery capabilities to expand into diverse categories such as fresh produce, daily necessities, and pharmaceuticals [1][3]. Group 1: Strategic Intent - Alibaba aims to utilize Ele.me's established near-field supply and delivery capabilities to broaden Taobao's consumer reach into various instant retail sectors [3]. - The integration is seen as a commitment to the future of "big consumption," focusing on the deep integration of e-commerce, local life services, and logistics networks [3][7]. - The rapid growth of Taobao Shanguo, achieving a peak daily order volume of 120 million and a monthly active buyer count of 300 million by August, indicates a successful market entry [3][5]. Group 2: Business Performance - As of November, Alibaba reported that its instant retail business revenue reached 22.906 billion RMB, reflecting a 60% year-on-year increase, driven by improved logistics efficiency and higher customer retention [5]. - The number of active riders for Taobao Shanguo exceeded 2 million, indicating robust operational capacity [5]. - The integration has led to a significant increase in the average order value, with non-tea drink orders rising to over 75% [5][12]. Group 3: Market Positioning - The competitive landscape for instant retail is intensifying, with rivals like Meituan and JD.com making significant strides, necessitating Alibaba's strategic resource integration [8][9]. - By leveraging Ele.me's strengths, Taobao can offer a wider range of services to meet diverse consumer needs, thus enhancing its competitive edge [9]. - The shift towards instant retail is timely, as consumer demand is evolving towards all-time, all-category, and all-scenario consumption [9][10]. Group 4: Ecosystem Synergy - The integration of Taobao Shanguo with Alibaba's ecosystem, including Hema, Gaode, Cainiao, and Alipay, is expected to create new traffic and supply channels for instant retail [7][9]. - The introduction of initiatives during the Double Eleven shopping festival, such as significant discounts and enhanced service experiences, aims to attract high-value users and optimize average order values [11][12]. - The collaboration with over 37,000 brands and 400,000 stores during the Double Eleven indicates a strong push towards integrating online and offline operations [12].