饿了么，彻底"橙了"。 12月5日一早，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"。 对市场和用户来说，这场早已心照不宣的品牌"二合一"，至此终于落地。 "更新是为了更好，更好也激励我们常新。"淘宝闪购在官宣中表示，这是饿了么多年沉淀的服务和履约能力、产品技术、用户信任与组织韧性的全面检验 和焕新升级，由此将更深度融入阿里集团"大消费平台"战略，释放更大价值。 仔细解剖这个"大动作"的商业本质，焕新也并非重新开始。这既是一场水到渠成的自然延续，更是面向全新市场格局下，闪购将以更大势能出击的新信 号。 01 从"分进合击"，到"合二为一" 今年盛夏，即时零售赛道打响了一场史诗级"夏季战役"，热浪迅速席卷了整个行业。在高强度的对垒中，饿了么与淘宝这对阿里"兄弟"展现出了惊人的组 织协同能力，以及强大的战斗力。 数据是这场战役结果最好的注脚。在5月，"淘宝闪购"正式成为淘宝App首页一级入口，仅仅过去半年内，淘宝闪购日订单峰值达1.2亿单，8月的日均订单 达8000万单，整体月度交易用户数突破3亿。在这个过程中，直接带动了手淘DAU同比增长了20%。 阿里最新季度财报数据显示，截 ...

Core Viewpoint - Alibaba is currently in a nurturing phase for new growth engines, leading to short-term pressure on profitability [1] Group 1: Business Strategy and Adjustments - Ele.me has been rebranded to "Taobao Flash Purchase," marking a strategic shift in Alibaba's e-commerce business to enhance collaboration with Taobao and achieve the goal of "30-minute delivery" [3] - The company is focusing on expanding its instant retail sector, upgrading user experience, and investing in cutting-edge technology [3] Group 2: Financial Performance Overview - For the first half of the 2026 fiscal year, Alibaba reported revenues of 495.45 billion yuan, a 3% year-on-year increase [5] - The revenue breakdown includes: - China e-commerce group: 272.65 billion yuan, up 12% - International digital commerce group: 69.54 billion yuan, up 14% - Cloud intelligence group: 73.22 billion yuan, up 30% - Other segments: 121.57 billion yuan, down 27% [5][6] - Operating profit decreased by 43% to 40.35 billion yuan, while adjusted EBITA fell by 44% to 47.92 billion yuan [7] Group 3: Investment and Future Outlook - Alibaba's investment in instant retail and AI cloud infrastructure is significant, with capital expenditures reaching 120 billion yuan over the past four quarters [8] - The instant retail business generated 37% growth in revenue, reaching 37.69 billion yuan compared to 27.52 billion yuan in the previous year [8] - The company plans to refine user experience and focus on high-value customers while managing losses in the instant retail sector [8] Group 4: Cash Flow and Expenses - Sales and marketing expenses surged from 65.17 billion yuan to 119.67 billion yuan, accounting for 24.2% of total revenue [9] - Net cash flow from operating activities dropped by 53% to 30.77 billion yuan, while free cash flow shifted from a net inflow of 31.11 billion yuan to a net outflow of 40.66 billion yuan [9]

品牌统一的最大价值在于实现资源的最优配置。淘宝闪购作为淘宝App首页一级入口，能够直接触达淘宝的巨大流量， 而饿了么则提供成熟的即时配送网络支持。 这种整合带来的协同效应已经显现。数据显示，淘宝闪购上线后，手淘DAU同比增长了20%，有效拉动了淘宝平台的活 跃度。 饿了么更名为淘宝闪购，反映了即时零售行业竞争重点的变化。行业正从单纯的价格战和流量争夺，转向以品质和服务 为核心的综合实力比拼。 零售电商行业专家庄帅分析认为，此次品牌焕新意味着阿里对即时零售市场的资源投入更集中、战略目标更清晰。 2025年12月5日，饿了么App正式宣布更名为"淘宝闪购"，这不仅是品牌标识的更换，更是阿里巴巴整合即 时零售资源、深化"大消费平台"战略的关键一步。 此次品牌焕新后，用户将体验到更丰富的商品品类和更高效的配送服务。淘宝闪购日订单峰值已达1.2亿单，月度交易 用户数突破3亿，展现了强大的市场吸引力。 饿了么更名为淘宝闪购，标志着阿里巴巴即时零售战略的全面升级。这次调整将饿了么成熟的即时配送能力与淘宝的海 量商品资源深度融合，旨在打造"30分钟送万物"的消费体验。 阿里巴巴管理层在近期财报电话会上明确表示，淘宝闪购在第一 ...

STATION C : [1] 7 題新 1215万个评分 年龄 排行榜 7 #3 4.9 17+ VE Shangh 美食佳饮 文文文文文文 现已推出 通过查询发现 应用商店已上架相关版本 活动 淘宝闪购 点外卖 更优惠 C饿了么全面更新 重磅更新 淘宝闪购,点外卖更优惠 饿了么全面更新,推动行业数字化升级,重新定义城市 生活,让生活更美好,更便利。 淘宝闪购-饿了么全面更新 海宝 更新 以上 淘宝闪购,外卖美食订餐买菜 ... 公开信息显示，淘宝闪购是今年4月30日由淘宝"小时达"升级而来的即时零售品牌，饿了么全程提供供给、运力及技术支撑。据了解，此次整合被视为阿 里应对美团、京东等对手的"即时零售"竞争举措，通过资源集中和品牌统一，提升配送效率与用户体验。 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"，更深度融入阿里集团"大消费平台"战略。与 此同时，原涉及"饿了么"品牌表达的各个场景，近期也将陆续完成向"淘宝闪购"的焕新升级。 和 ...

Core Insights - Li Ning brand officially entered JD Instant Delivery on December 5, 2025, marking a significant step in its multi-channel strategy to meet the immediate needs of sports enthusiasts across various demographics and product categories [1][6] Group 1: Strategic Initiatives - The collaboration with JD Instant Delivery allows consumers to experience "online ordering, nearby store shipping, and delivery in as fast as 9 minutes," enhancing the shopping experience [1][3] - Li Ning's entry into the instant retail sector is a proactive response to consumer demand for immediate access to sports equipment, covering a wide range of sports including running, basketball, and outdoor activities [3][4] Group 2: Service and Experience - Li Ning has established service standards and systems for its instant retail business to ensure a consistent and high-quality service experience across different platforms [4] - The brand is focused on enhancing user experience and service efficiency in collaboration with JD Instant Delivery, aiming to provide a more convenient and quality shopping experience for consumers [6]

Investment Rating - The report indicates a long-term investment value in the high-end liquor industry, particularly for leading brands like Moutai and Wuliangye, despite short-term challenges [4]. Core Insights - The high-end liquor sector is facing short-term challenges but maintains a strong investment logic due to brand moat, high gross margins (85%+), and stable cash flow [4]. - The report highlights the need for liquor companies to balance online and offline strategies, especially in the context of the growing trend of instant retail [4][6]. - The domestic wine industry is experiencing a "bumper harvest but no profit" situation, primarily due to supply-demand imbalances and competition from imported wines [6]. Industry Trends - High-end liquor industry re-evaluation: The core logic remains unchanged despite short-term challenges, with leading companies still showing long-term investment potential [4]. - Instant retail's impact on the liquor industry: Instant retail is rapidly penetrating the market, but the response from manufacturers is mixed due to high costs and low order volumes [4][6]. - The "liquor+" strategy is emerging, integrating liquor with various cultural and lifestyle elements to enhance consumer engagement and brand value [6]. - The domestic wine industry faces significant challenges, including supply-demand imbalances and high production costs, necessitating a shift towards consumer value and brand differentiation [6]. Top Brand News - Young consumers are shifting their purchasing criteria from "value for money" to "emotional value," with brands like Qingdao White Beer successfully tapping into this trend [13]. - Xijiu is promoting a lifestyle approach through its "Xijiu+" strategy, integrating liquor with local culinary experiences to enhance consumer connection [13][26]. - Jian Nan Chun achieved significant sales during the Double Eleven shopping festival, showcasing the effectiveness of its cultural branding and e-commerce strategies [24].

Core Viewpoint - Dongfang Zhenxuan, known as the online "Little Sam's," is expanding into offline retail by opening its first flagship store in Beijing amidst declining revenues and increased competition in the live-streaming e-commerce sector [1][4]. Group 1: Store Opening and Management - Dongfang Zhenxuan is hiring a store manager for its flagship store in Beijing, requiring over 5 years of retail experience and expertise in managing teams of 15 or more [1]. - The flagship store will cover approximately 400 square meters and will sell fresh produce, snacks, daily necessities, and include a casual dining and coffee area [4]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.4 billion yuan, a year-on-year decrease of 32.7%, with net profit from continuing operations dropping by 97.5% to 6.2 million yuan [4]. - The decline in revenue is attributed to intensified competition in the live-streaming e-commerce industry and strategic adjustments within the company [4]. Group 3: Market Trends and Challenges - The growth rate of the live-streaming e-commerce sector is slowing, with a projected growth rate of only 8.31% for 2024, indicating a shift from a phase of rapid growth to one of competition for existing market share [4]. - Dongfang Zhenxuan's order volume from Douyin decreased from 50.1 million orders in the first half of 2024 to 41.5 million in the first half of 2025, marking the lowest performance in three years [4]. Group 4: Strategic Shifts and Initiatives - The company has previously experimented with instant retail and next-day delivery services but faced challenges in execution, leading to the abandonment of certain initiatives [6]. - Dongfang Zhenxuan's decision to enter offline retail is seen as a necessary response to high online traffic costs and limited conversion rates [6]. Group 5: Competitive Landscape - The flagship store will face stiff competition from nearby retailers such as Fudi, Hema Fresh, and Sam's Club, making differentiation a significant challenge [8]. - Other live-streaming e-commerce companies are also exploring offline retail, indicating a broader trend in the industry towards physical presence for brand establishment and customer acquisition [9].

2025年12月5日，李宁品牌宣布正式入驻京东秒送，全国近百个城市、千家门店同步上线，依托京东秒送的即时配送能力，为消费者带来"线上下单、附近门 店发货、商品最快9分钟送达"的即时购物体验。此次合作标志着李宁在"单品牌、多品类、多渠道"战略下，已完成全品类、全年龄段在核心即时零售平台的 全面覆盖，满足全域运动爱好者在多场景下对专业运动装备的即时需求。 一直以来，李宁始终以用户为中心，致力于为消费者提供最前沿、最便捷的运动体验和消费体验。此次入驻京东秒送，标志着李宁已完成核心即时零售平台 的全面入驻。 未来，李宁将携手京东秒送，进一步提高服务效率、提升用户体验，为消费者创造更便捷、更优质的购物体验。 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，确保消费者在不同平台下单均可享受统一、高品质的服务。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。 李宁在即时零售领域的布局，是对消费者"所需立所得"需求的积极响应。消费者可通过京东APP一站式选购跑步、篮球、综训、羽毛球、乒乓球、户外、网 球、匹克球等全 ...

Core Viewpoint - Ele.me has rebranded to Taobao Flash Purchase, marking a step towards integrating lifestyle services with e-commerce as part of Alibaba's strategy to create a large consumer platform [4]. Group 1: Company Updates - Ele.me and Taobao Flash Purchase will undergo a complete rebranding, with the transition starting immediately [1]. - Alibaba's revenue for Q2 of FY2026 (Q3 2025) was 2,477.95 billion yuan, a 5% year-on-year increase, but operating profit dropped by 85% to 53.65 billion yuan due to investments in instant retail and user experience [5]. - Meituan reported a slight revenue increase of 2% to 954.88 billion yuan for Q3 2025, but faced an adjusted net loss of 160.10 billion yuan, compared to a profit of 128.29 billion yuan in the same period last year [4]. Group 2: Market Competition - The intense competition in the food delivery sector has significantly impacted the financial performance of major players like Alibaba, Meituan, and JD.com [4]. - JD.com reported a total revenue of 2,991 billion yuan for Q3, a 14.9% year-on-year increase, but net profit fell by 54.7% to 53 billion yuan, with new business losses reaching 157.4 billion yuan [5]. Group 3: Strategic Focus - Both Alibaba and JD.com view instant retail as a long-term strategy, with JD.com focusing on establishing market share in the "quality takeaway" sector [5]. - Alibaba has seen significant improvements in unit economic efficiency (UE) for Taobao Flash Purchase since October, with losses per order halved compared to July and August [6]. - Meituan's CEO emphasized the unsustainability of the price war in the food delivery market, advocating for high-quality and sustainable development in the industry [6].

来源：钛媒体 淘宝闪购（图片来自官方视频号） 12月5日，淘宝闪购发布消息，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"。与此同时，原涉及"饿了么"品牌表达的各个场景，近期 也将陆续完成向"淘宝闪购"的升级。 此前，饿了么APP的图标已经把橙色淘宝闪购标识展示在下方，为今天的正式更名埋下了伏笔。值得注意的是， 此次更名时机正值阿里巴巴刚刚公布2026 财年Q2财报不久。这也传递了一种信号，对于外界瞩目的这场始于餐饮终局的即时零售大战，阿里巴巴方面仍旧态度坚定，坚信这一战役是实现"大消 费"蓝图的必经之路，不会因为争议而动摇。 如何评估"闪购" 要理解饿了么APP彻底更新为"淘宝闪购"的意义，首先要回答一个问题，如何评估今年4月以来，淘宝闪购加入外界所称的"外卖大战"的效果。 从财务指标看，2026财年Q2财报确实引发了外界的担忧。核心的指标有两个，一个是利润，一个是现金流。GAAP净利润为206亿元人民币，同比下降 56%，主要归因于运营利润的减少。运营现金流为101亿元人民币，较去年同期减少213亿元人民币。因此，很多来自舆论的声音表达了对于阿里巴巴在即时 零售方面的投入的怀疑。 有趣 ...