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Core Viewpoint - The renaming of Ele.me to "Taobao Flash Purchase" signifies the end of an era for a pure food delivery platform, marking a shift towards integration with Alibaba's broader e-commerce ecosystem [3][5][17]. Company History - Ele.me was founded in 2008 in a dormitory at Shanghai Jiao Tong University, initially targeting campus food delivery before evolving into a major player in the food delivery industry [6][7]. - The company faced significant competition from Meituan, which launched its food delivery service in 2013, leading to a fierce battle for market share [6][10]. - Ele.me's early growth was driven by innovative marketing strategies, including partnerships with local restaurants and a focus on user-friendly technology [7][8]. Competitive Landscape - The competitive environment intensified in 2015 when Meituan and Dianping merged, further challenging Ele.me's market position [10][11]. - Ele.me's strategy involved aggressive spending on subsidies to attract users and restaurants, leading to a cash flow crisis where the company often operated with less than six months of cash reserves [13][17]. - The company underwent a significant transformation after being acquired by Alibaba in 2018 for $9.5 billion, integrating into Alibaba's ecosystem and shifting focus towards logistics and market share recovery [17][19]. Operational Changes Post-Acquisition - After the acquisition, Ele.me aimed to leverage Alibaba's resources to enhance its delivery capabilities and compete more effectively against Meituan [19][20]. - The integration process involved restructuring and aligning Ele.me's operations with Alibaba's corporate culture and operational standards [20][21]. - Ele.me's leadership emphasized the importance of innovation and efficiency in operations, aiming to regain market share and improve profitability [22][23]. Future Outlook - Ele.me's future strategy includes focusing on local services and enhancing delivery efficiency, with aspirations to capture a significant market share in the competitive landscape [19][22]. - The company is also exploring partnerships and collaborations to expand its service offerings and improve customer experience [24][25].