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 Taobao Flash Purchase indicates that the "Ele.me" app will be fully transformed into "Taobao Flash Purchase" following an update, aligning with Alibaba Group's "big consumption platform" strategy [1][4] - The rebranding will involve a comprehensive upgrade of all scenarios previously associated with the "Ele.me" brand, which will gradually transition to "Taobao Flash Purchase" [1] Group 1 - The update aims to enhance service quality and reflects the accumulated service capabilities, product technology, user trust, and organizational resilience of Ele.me over the years [4] - Taobao Flash Purchase emphasizes that this transformation is a critical step in delivering greater value to users, merchants, and delivery personnel [4]

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。 记者查询发现，应用商店已上架相关版本。 合会博客服 流程 55分钟前 - "饿了么"这个名字一听就是外卖平台。"闪购" 就很没有记忆点。 回复 30 凸 ====38分钟前 可能就是想打造更多样化平台，未来可能 发展为新的跑腿,零散购买社区,不只是 吃的 此事一度登上热搜： 不少网友对此打趣、调侃； 不过也有网友指出， 名字没关系 对消费者来说 重点是 "补贴不要停" 线 | 智能 | | 54 分钟前 | | | | | 回复 | 212 山 其实"饿了吗"名字挺好记,又接地气,这么好 的品牌效应竟然不用 ng | 那么好的名字不要了。吃饱了么? ◎ | 新疆 周边 江苏 40 分钟前 | 2017 回复 | 37 凸 饿了么已经吃饱了，不饿了 综合自@饿了么、智通财经、网友评论等 来源：上海新闻广播 ...

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。 记者查询发现，应用商店已上架相关版本。 对此，淘宝闪购表示："更新是为了更好，更好也激励我们常新。此次更新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，在服务用户、商家、骑士的道路上迈出更关键的一步。" ...

Core Viewpoint - The official announcement on December 5 states that the "Ele.me" app will be fully upgraded to "Taobao Flash Purchase," marking a significant shift in branding and service integration within Alibaba Group's strategy for the consumer and service e-commerce sector [1]. Group 1 - The upgrade aims to enhance service capabilities, product technology, user trust, and organizational resilience, reflecting a comprehensive renewal of Ele.me's offerings [1]. - This transition is seen as a strong signal of Alibaba Group's continued investment in the consumer and service e-commerce market [1]. - Alibaba's management emphasized that Taobao Flash Purchase has completed rapid scale expansion in its first phase, with economic efficiency optimization in the second phase, laying a foundation for sustainable long-term development in the food delivery business [1]. Group 2 - Since its launch in May, Taobao Flash Purchase has become a primary entry point on the Taobao app, leveraging the strengths of both Taobao and Ele.me [1]. - In the past six months, Taobao Flash Purchase achieved a peak daily order volume of 120 million, with an average of 80 million orders on Sundays in August, and monthly active users surpassing 300 million, contributing to a 20% year-on-year increase in daily active users on the mobile Taobao app [1].

Core Insights - The 2025 Double 11 event marks the first full participation of Taobao Flash Sale and the complete implementation of AI within the Alibaba ecosystem [2][3] - Taobao Flash Sale has significantly boosted market share for Alibaba, particularly benefiting from substantial subsidies, but faces challenges in rapid expansion and internal coordination [3][4] Group 1: Performance and Growth - During the Double 11 period, Taobao Flash Sale achieved over 100% growth in transaction volume for 19,958 dining brands and 863 non-dining brands compared to pre-Double 11 figures [4] - Taobao Flash Sale has attracted over 1 billion new users, with expectations of generating trillions in new business in the coming years [4][6] - The company has set ambitious performance targets for all related businesses, often doubling last year's goals, leading to increased pressure on employees [3][6] Group 2: Internal Challenges - The rapid expansion of Taobao Flash Sale has led to significant internal pressure, with employees expressing concerns over workload and alignment of benefits [3][4] - There are issues with information flow and business barriers within the organization, complicating the collaborative process among various business units [7][9] - Employees have noted discrepancies in understanding and executing the new membership system across different business lines, leading to operational complexities [9][10] Group 3: Strategic Adjustments - Alibaba has undergone a major restructuring of its e-commerce business, consolidating various platforms under a new e-commerce group led by Jiang Fan [5][6] - The company is prioritizing its main app's growth while attempting to integrate Taobao Flash Sale with other services like Ele.me and Fliggy [10] - Despite the challenges, there is a general consensus among employees that all business lines are experiencing growth, indicating a positive outcome from the ongoing adjustments [10]

Core Insights - Taobao's membership program has significantly boosted sales for brand merchants, with platinum and above members seeing a 269% increase in transaction volume during the Double 11 shopping festival, and a repurchase rate of 44% [4] Group 1: Membership Growth and Impact - Taobao's membership program covers over 1 billion users, with platinum and above members exceeding 100 million, showcasing strong purchasing power and high engagement [4] - The number of new customers from platinum and above members increased by 13% during the Double 11 period, indicating effective customer acquisition strategies [4] Group 2: Promotional Strategies and Consumer Engagement - The "100 Billion Subsidy Channel" provided additional incentives for members, with the uptake of these benefits increasing nearly threefold [4] - Cross-ecosystem collaborations, such as partnerships with Fliggy and Gaode, enhanced member benefits, leading to a nearly 30% increase in orders for travel-related products compared to the previous year [5] Group 3: Comprehensive Service Ecosystem - Taobao's strategy integrates various consumption scenarios, including food, entertainment, and travel, creating a complete service ecosystem that enhances brand visibility and operational efficiency for merchants [5]

Core Insights - The 2025 Tmall "Double 11" event will officially start on October 20 at 8 PM, with Alibaba's Taobao platform president highlighting unprecedented growth opportunities for brand merchants, potentially opening up a "trillion-level new market" [1] Group 1: Brand Growth Opportunities - Current brand growth is characterized by three "super" elements: "Super Increment" represented by "Taobao Flash Sale," "Super Hub" centered around "Taobao Big Membership," and "Super Engine" driven by "88VIP" [5] - The "Taobao Flash Sale" business has shown strong growth, achieving a peak daily order volume of 120 million within four months of launch, with an average weekly order volume of 80 million in August and monthly active buyers exceeding 300 million [5] - The "Taobao Big Membership" system is evolving into a "Super Hub" that connects online and offline services, providing a comprehensive service chain for brands to operate effectively with 1 billion consumers [5] Group 2: Integration of AI Technology - This year marks the full integration of AI technology into Tmall's "Double 11," enhancing various aspects such as traffic distribution, consumer experience, and merchant operations, thereby advancing e-commerce towards greater intelligence [5]

Group 1 - The core performance of Fliggy during the 2025 National Day and Mid-Autumn Festival holiday shows a GMV growth of 48% and a service user growth of 30% compared to the previous year [2] - The Ministry of Culture and Tourism reported that during the 8-day holiday, there were 888 million domestic trips, an increase of 123 million trips compared to the 2024 holiday, with total spending reaching 809 billion yuan, up by 108.19 billion yuan [2] - Fliggy's user growth rate is nearly double that of the overall market, while its transaction scale growth exceeds the market by more than three times [2] Group 2 - Analysts believe Fliggy's explosive growth during the "Eleventh" holiday season indicates the effectiveness of Alibaba's consumer platform strategy [3] - The introduction of a direct entry to Fliggy on the Taobao app and enhanced membership benefits has improved consumer experience and driven significant growth in traffic and high-spending customer segments [3] - Fliggy and Ele.me have recently joined Alibaba's e-commerce group, leading to record-breaking daily ticket sales for domestic flights and hotel bookings [3] Group 3 - In the online travel sector, accommodation services are considered a pillar business for OTAs due to their high revenue structure, profit margins, and competitive barriers [4] - Hotel night volume has significantly increased by 78% year-on-year, with over 100 hotel brands experiencing at least double growth in night volume [4] - The 88VIP membership program has surpassed 53 million members, with these users spending 8-10 times more than average users, contributing to a 120% increase in hotel night volume during the holiday period [4]

Core Insights - The performance of Fliggy during the 2025 National Day and Mid-Autumn Festival holiday showed significant growth, with a GMV increase of 48% and service user growth of 30% compared to the previous year [1] - The Ministry of Culture and Tourism reported that domestic travel during the holiday reached 888 million trips, an increase of 123 million trips from the previous year, with total spending of 809 billion yuan, up by 108 billion yuan [1] - Fliggy's user growth rate is nearly double that of the overall market, while its transaction scale growth exceeds the market by over three times, indicating the effectiveness of Alibaba's consumer platform strategy [1] Group 1 - Fliggy's hotel night volume saw a significant year-on-year increase of 78%, with over 100 hotel brands experiencing at least double growth in night volume [2] - The average daily rate (ADR) for hotels also showed healthy growth, indicating improved transaction quality [2] - The 88VIP membership program has surpassed 53 million members, with these users spending 8-10 times more than regular users, contributing to a 120% increase in hotel night volume during the holiday period [2] Group 2 - Nearly 20 hotel groups have partnered with Fliggy to offer exclusive discounts for 88VIP members, resulting in all participating hotels doubling their order volume year-on-year, with some experiencing up to five times growth [2] - The integration of Fliggy into Alibaba's ecosystem, including a direct entry on Taobao's homepage, has enhanced consumer experience and driven strong growth in traffic and high-spending customer segments [1]