淘宝闪购推出的第219天，饿了么也变作了"橙色"。 淘宝闪购推出的第219天，饿了么也变作了"橙色"。 12月5日，饿了么官方正式宣布：即日起"饿了么"App更新至最新版本后将全面焕新为 "淘宝闪购"。 一个夏天的即时零售大战过后，为何迎来了这样的变动？对此，淘宝闪购的表态是："更新是为了更 好，更好也激励我们常新。" 一场面向未来的新战役开启了。饿了么焕新的背后，淘宝闪购将更多承担起阿里推进"远近中场"结合的 全新故事与想象力，同时，这也标志着阿里对大消费平台战略有了更清晰的谋划、更坚定的投入决心。 随着饿了么的焕新，即时零售的故事正式翻开了下一页：阿里的大消费战舰正全速驶向广阔的蓝海。 "焕新"之际 今年4月，淘宝天猫旗下即时零售业务"小时达"正式升级为"淘宝闪购"，并在淘宝App首页以一级流量入 口展示。淘宝闪购的推出被业界视作一支推动大批品类及品牌投入即时零售的有生力量，依托饿了么成 熟的仓配、算法、地图等基础能力，兵分两路，在拿下餐饮订单增长的同时，打开即时零售战场的想象 空间。 阿里最新财报数据显示，第三季度，阿里即时零售业务收入同比增长60%。今年8月，淘宝闪购的日订 单峰值便达到1.2亿单，周 ...

Core Insights - 361° has officially joined Taobao Flash Purchase, launching in Chongqing and expanding to 160 cities with 1,500 stores [1] - The combination of "30-minute delivery + free returns" is becoming a standard in the instant retail industry, driving growth towards a trillion-dollar market [1][2] - The instant retail sector is evolving from a single focus on food delivery to a comprehensive model covering all categories and scenarios [2] Group 1: Market Dynamics - The instant retail market in China is projected to reach over 1 trillion yuan by 2026 and 2 trillion yuan by 2030, with an average annual growth rate of 12.6% [3] - Alibaba reported a 60% year-on-year increase in instant retail revenue for Q2 of the 2026 fiscal year, indicating strong market performance [3] - Meituan's instant retail daily order volume peaked at 150 million in July, reflecting increased user engagement and diverse consumption scenarios [3] Group 2: Service Innovations - Meituan Flash Purchase has partnered with over 50 apparel brands to offer a unique return service that includes free shipping for returns, enhancing customer experience [2] - The industry is shifting from price-driven competition to a focus on user experience, with an emphasis on service quality and efficiency [2] - Meituan's "Assured Flash Purchase" service has expanded to cover 20 service items, helping nearly one million merchants reduce disputes and improve customer satisfaction [2]

记者发现，更新后的App图标以橙色"淘宝闪购"为主体，底部保留蓝色"饿了么"小字；在手机应用市场 搜索"饿了么"则直接跳转至"淘宝闪购"。"淘宝闪购"App首页"更新更好""领288元起大券包、赢百万份 免单"等活动醒目呈现，服务品类已从传统美食外卖，拓展至超市便利、鲜花礼品、水果买菜、看病买 药等多品类。记者实测发现，下单流程、平均30分钟送达的配送时效、会员权益均与此前一致，原账号 的历史订单、收藏店铺、余额等数据也完整保留。 长沙晚报全媒体记者 彭放 "陪伴我17年的蓝色饿了么，变成橙色淘宝闪购了！"近日，市民陈先生的感慨在社交平台引发千万用户 共鸣。12月5日，淘宝闪购官方正式宣布，饿了么App更新至最新版本后全面焕新为淘宝闪购。这一陪 伴用户17年的国民级品牌完成从"蓝"到"橙"的蜕变，标志着阿里"大消费平台"战略在即时零售领域的核 心布局全面落地。 蓝橙迭代引发情感功名，核心服务实现无缝衔接 此次品牌焕新引发的情感共鸣，源于饿了么17年的市场积淀。2008年9月，"饿了么，我饿了"网站从校 园创业项目起步，历经发展被阿里全资并购，其标志性的蓝色标识逐渐融入写字楼午餐配送、深夜应急 补给等多元生活场 ...

Core Insights - The official announcement from Ele.me on December 5 marks the complete rebranding to "Taobao Flash Purchase," indicating a strategic merger of the two brands [1] - The integration is expected to enhance competitive advantages, leveraging Ele.me's service capabilities and infrastructure to support Taobao's broader consumption platform strategy [2][8] Brand Integration - The rebranding signifies a deeper integration of Ele.me's logistics and service capabilities into Taobao's ecosystem, enhancing user experience and operational efficiency [2][9] - The transition to Taobao Flash Purchase aims to provide a comprehensive shopping experience, allowing users to access a wide range of products beyond food delivery [9][10] Market Performance - Taobao Flash Purchase has seen rapid growth, achieving a peak daily order volume of 1.2 billion orders by August, significantly boosting user engagement on the Taobao platform [5][11] - The instant retail business has reported a 60% year-on-year revenue growth, indicating strong market demand and operational efficiency improvements [6][11] Strategic Vision - Alibaba's long-term strategy focuses on transforming the retail landscape, with Taobao Flash Purchase positioned as a key driver for future growth in the next decade [3][12] - The integration of various Alibaba resources, including Taobao, Ele.me, and logistics services, aims to create a seamless consumer experience and drive significant new transaction volumes [12] Competitive Landscape - The shift from price competition to a focus on quality and service is reshaping the industry, with Taobao Flash Purchase establishing a comprehensive competitive edge through ecosystem collaboration [8][11] - The upcoming Double 11 shopping festival is expected to further solidify Taobao Flash Purchase's role as a major growth engine for Alibaba, with over 3.7 million brands participating [11][12]

出品 | 大力财经 作者 | 大力 阿里玩的是"30分钟送万物"的大棋，目标是把淘宝从购物App，变成你离不开的"生活全能管家"，甚至要重构整个零售行业的游戏规则。 很多人觉得淘宝闪购就是"淘宝+外卖"的简单拼接，纯属想当然！它的核心野心，是把饿了么十几年攒下的百万骑手履约能力，和淘宝9亿月活用户彻底打 通。 以前你打开淘宝买家电要等3天，打开饿了么点外卖要等30分钟，现在一个App全搞定：上午买手机下午到，晚上饿了点夜宵，深夜缺个退烧药也能秒 送，用户根本没必要再切换美团、京东，这才是它最狠的地方。 更绝的是，它早就跳出了"卖吃的"的红海，瞄准了3万亿的即时零售大市场。别以为它只送餐饮，现在3C数码、家居家纺、酒水生鲜全品类覆盖，华为 3000家门店接入，30分钟送手机；水星家纺靠闪购卖枕头，订单环比涨9倍；壹玖壹玖卖酒，闪购订单直接飙20倍。 说白了，淘宝闪购的野心是"万物即时达"，把美团闪购的全品类梦、京东的3C即时优势，一锅端了！美团还在死磕餐饮存量，人家已经开始抢高客单价 的全品类增量了。 最被低估的，是它打通"远场+近场"的底层逻辑，这才是颠覆行业的关键。以前品牌做电商是一套供应链（远场备货），做 ...

半年多，一千亿，这轮外卖大战的账本已经摊开在台面上。 根据摩根大通测算，美团按日单量大约占市场50%，淘宝闪购约42%，京东8%。美团与淘宝闪购各自占据半壁江山，京东积累经验与口 碑，"美团一家独大"的外卖时代已经结束。 一、外卖大战真正比的是什么 如果仅聚焦于外卖领域的短期攻防，各方各有得失；但如果把视角从"外卖"本身，拉长到即时零售消费场景，以及大消费和服务电商赛道，答 案就开始变得清晰起来。 美团遭遇上市以来最大亏损，利润下跌198亿元；阿里和京东净利润也出现下降。三家巨头在外卖和即时零售赛道上，半年合计投入超过千亿 元，而换来的，是一个被重新改写的市场格局，更是激活万亿级即时消费需求、重构零售效率的全新产业机会。 今年以来，在阿里生态协同加持下，原本以外卖见长的饿了么完成了一次关键升级：从一个蓝色外卖App，全面焕新为在品牌认知层面，拥有 外卖优势与即时零售双重品牌认知的 "淘宝闪购"橙色品牌。 此次饿了么APP全量焕新为淘宝闪购，被视为是阿里集团对大消费和服务电商赛道继续投入的重要信号。在业内分析看来，此次品牌焕新发 布，不只是平台顺应当下消费趋势变化进行的主动升级举措，更将进一步带来商业范式和市场 ...

" 没有什么远比「战略清晰」，更能体现一家公司的长远价值。 " 作者丨王薇 编辑丨李岩 12月5日上午，平台官方正式宣布：即日起"饿了么"APP在更新至最新版本后将全面焕新为 "淘宝闪购"。 这并非简单的名称更迭，而是阿里大消费战略落地的关键落子。历经半年规模冲锋与效率优化，淘宝闪购 以统一品牌姿态掌控行业主动权，继续推动引领行业的创新变革。 阿里集团合伙人、饿了么董事长兼CEO范禹在内部信中表示，淘宝闪购的更名以及对市场格局的重新塑 造，正是阿里集团对"大消费平台"的战略决心和能力的体现。 而刚刚发布的最新一季阿里财报显示，淘宝闪购在经历快速的规模化增长后，已进入在保持市场规模前提 下、持续实现效率优化的新阶段。 这为外卖业务长期可持续发展奠定了基础，也增加了阿里在即时零售长 期投入的信心。 01 节奏性进攻，掌握绝对主动权 回顾这场始于2月的故事，谁能想到，"被动"卷入的外卖大战，竟成了阿里布局本地生活全域生态的关键 契机。且后续的生态协同成效，远比想象的更为迅猛、更具颠覆性。 从数据结果来看，今年5月，"淘宝闪购"正式成为淘宝APP首页一级入口。融合淘宝和饿了么的优势资源 与能力，在过去半年内，淘宝闪购 ...

安踏参股的韩国时尚零售正加速筹备上市 美国私募巨头KKR支持的韩国时尚零售商Musinsa正加速筹备上市，已选定花旗银行和摩根大通负责其首次IPO的相关事宜，交易或将于明年启动。 依托京东秒送的即时配送能力，李宁突破传统零售的限制，实现"线上下单、附近门店发货、极速送达"的便捷购物体验，构建起"即刻运动，即刻送达"的 即时零售新场景。 目前，即时零售正成为零售业务中重要的新兴渠道，也是李宁多渠道运营模式的重要组成部分。为保障服务体验，李宁已构建起即时零售业务服务标准和 服务系统 确保消弗考在不同亚会下单均可享受统质的服务。同时，品牌持续完善售后保障体系，为消费者提供安心的一体化体验。 Lacoste、Nike和Superdry的广告在英国被禁止 英国广告标准局（ASA）日前发布公告，裁定法国品牌 Lacoste、美国运动巨头 Nike 及英国潮牌 Superdry 的三则广告存在"误导性环保宣传"，违反《英国 广告准则》，即日起禁止在英国境内所有渠道（含线上平台、户外广告、社交媒体）投放，三家品牌需在规定期限内整改宣传内容，否则将面临进一步处 罚。 据悉，Musinsa的IPO估值（含债务）或将达到10万亿韩 ...

来源：猎云精选，文/韩文静 12月5日上午，淘宝闪购官方正式宣布：即日起"饿了么"App在更新至最新版本后，将全面焕新为"淘宝闪购"。 这一动作标志着，运行十余年的"饿了么"品牌全面融入了淘宝生态。 但这场更名并非突兀转身，而是阿里在即时零售赛道持续加码的必然，回溯其布局轨迹可见清晰脉络： 从今年4月淘宝"小时达"升级为"淘宝闪购"，到6月业务架构调整将饿了么并入淘天，再到11月"饿了么"App内测版本更名为"淘宝闪购"——每一步都在为如 今的全面融合铺路。 这份对闪购业务坚定投入的决心，核心底气源于扎实的业务验证成果。 阿里的最新财报显示，2025年Q2即时零售收入同比增长60%，主要得益于淘宝闪购带来的订单增长；非茶饮订单占比突破75%，单位经济效益显著改善。规 模与效率同步提升，证明其模式已走出"烧钱换增长"的旧路径，进入可持续发展的成熟周期。 当供给端的全品类拓展、履约端的效率优化、用户端的心智培育、流量端的全域联动在后台完成深度协同后，前台的品牌统一，便只是顺理成章的一步。 此次更名不仅是阿里酝酿已久的一场整合落地，更是其向市场释放的明确信号：即时零售已从试验田升级为主战场，而阿里寄予厚望的大消费战 ...

Core Viewpoint - The rebranding of "Ele.me" to "Taobao Flash Purchase" marks the culmination of a seven-year strategic evolution by Alibaba, integrating Ele.me into its broader consumer strategy and enhancing its service capabilities [2][3][4]. Group 1: Transition from Ele.me to Taobao Flash Purchase - The transition from Ele.me to Taobao Flash Purchase signifies the end of Ele.me's independent brand journey, as it becomes part of Alibaba's larger consumer platform strategy [2][3]. - The acquisition of Ele.me by Alibaba for $9.5 billion in 2018 aimed to capture a significant market share in the local services sector, but initial efforts faced challenges against competitors like Meituan [3][4]. - The integration of Ele.me into Taobao is seen as a strategic move to leverage its delivery capabilities to enhance the overall user experience on the Taobao platform [4][5]. Group 2: Performance Metrics and Strategic Outcomes - Following the integration, Taobao Flash Purchase achieved significant milestones, including a peak daily order volume of 120 million and a monthly active user count exceeding 300 million, contributing to a 20% year-on-year increase in daily active users on Taobao [5][8]. - The latest financial reports indicate a 60% year-on-year growth in revenue from instant retail services during the third quarter of 2025, reflecting the successful execution of the integration strategy [5][8]. Group 3: Industry Dynamics and Competitive Landscape - The launch of Taobao Flash Purchase has prompted a competitive response from other players in the market, with companies like Meituan and JD.com also enhancing their service offerings and delivery capabilities [11][12]. - The introduction of new national standards for food delivery services aims to improve service quality and protect the rights of delivery personnel, which is expected to reshape the competitive landscape in the instant retail sector [15][16]. - As the industry evolves, the focus is shifting from mere customer acquisition to establishing a robust infrastructure that balances efficiency with the dignity of workers, indicating a potential transformation in competitive strategies [17].