Core Insights - The Ele.me app has been officially renamed to "Taobao Flash Purchase," marking a significant step in Alibaba's integration of its instant retail strategy [1][3] - This rebranding aims to unify the brand positioning of Taobao Flash Purchase and transform Ele.me from an independent delivery platform into an infrastructure for instant retail, targeting a "30-minute delivery for everything" goal [1][3] Group 1 - The new version of the app is currently in a gray testing phase, available to a limited number of users, and continues to use the slogan "Order with confidence, food delivered on time" [1] - The rebranding includes visual elements such as rider uniforms and app icons being changed to Taobao's primary orange color, indicating a strategic shift that has been in preparation since October 2025 [1][3] Group 2 - During the gray testing period, users can experience instant delivery services for food and daily necessities, with Ele.me's delivery capacity fully supporting these orders [3] - This integration is seen as a crucial move for Alibaba to enhance delivery efficiency and user experience in response to competitors like Meituan and JD.com [3] Group 3 - Taobao Flash Purchase is an upgrade from Taobao's "Hourly Delivery" service launched on April 30, 2025, with Ele.me providing supply, delivery capacity, and technical support [3] - As of August, Taobao Flash Purchase has achieved an average of 80 million daily orders and over 300 million monthly active buyers, representing a 200% increase since April [3] Group 4 - To prepare for the Double 11 shopping festival, Taobao Flash Purchase has introduced an "Accelerated Delivery" service, reducing average delivery times by 3 minutes and implementing a compensation mechanism for delays [3] - On the night of October 20, during the Double 11 pre-sale, over 39,000 restaurant brands and more than 2,200 non-food brands saw their transaction volumes double, with late-night orders increasing across 278 cities [3]

Group 1 - The core viewpoint of the article is that Ele.me has officially rebranded to "Taobao Flash Purchase" as part of Alibaba Group's strategy to integrate its instant retail services [2][3] - The new version of the app, now at version 12.0.1, is currently in a gray testing phase, allowing select users to experience food delivery and instant logistics services [2] - The slogan for Taobao Flash Purchase is "Order with confidence, food delivered on time," indicating a focus on reliability in service [2] Group 2 - The rebranding aims to strengthen Taobao Flash Purchase's positioning as a unified brand within Alibaba's instant retail strategy [3] - Cainiao Supply Chain will participate in the Taobao Flash Purchase business, providing hourly delivery services, with initial operations in cities like Shanghai, Hangzhou, and Nanjing [3] - The service is expected to expand to cover various categories, including 3C digital products, clothing, beauty products, and food [3]

Core Viewpoint - The article discusses the rebranding of Ele.me to "Taobao Flash Purchase," which is part of Alibaba Group's strategy to integrate its instant retail services and enhance brand positioning [3]. Group 1: Rebranding and Service Update - On November 3, users noticed that the Ele.me app was updated to version 12.0.1 and officially renamed to "Taobao Flash Purchase" [3]. - The new branding is currently in a gray testing phase, available to select users, with the slogan "Order with confidence, food delivered on time" [3]. - During the testing phase, users can experience instant delivery services for food and daily necessities, with Ele.me's delivery capacity fully supporting Taobao Flash Purchase orders [3]. Group 2: Strategic Integration - The rebranding is part of Alibaba Group's strategy to consolidate its instant retail services under a unified brand [3]. - According to previous reports, Cainiao will participate in the Taobao Flash Purchase business, providing hourly delivery services [3]. - Cainiao has already begun offering services in select areas of cities like Shanghai, Hangzhou, and Nanjing, with plans to expand to more key cities, covering categories such as 3C digital products, clothing, beauty, and food [3].