经过酝酿数月的品牌与生态整合，饿了么与淘宝闪购最终合二为一，并入淘宝闪购这块牌子下。 商家供给侧，大量新商户加入淘宝闪购。运力规模方面，闪购的日均活跃骑手超过200万规模。 从5月淘宝闪购全量上线，联动饿了么大规模扩张；到6月阿里调整组织架构，将饿了么、飞猪并入阿里 中国电商事业群；再到12月"饿了么"App正式更名为"淘宝闪购"——这一系列动作，不仅推动着饿了么 与淘宝闪购走向深度融合，更将"淘宝闪购"推向了阿里大消费战略的核心位置。 这背后，阿里的战略意图坚定且清晰：以饿了么多年来形成的近场供给和配送能力为打底，将淘宝大消 费的心智版图拓展至生鲜、日用、数码、药品等多元业务——相较于"饿了么"在送外卖上所建立的消费 心智，"淘宝闪购"这一品牌更能承载"即送万物"的泛品类服务电商内涵。 从更长远的战略目光来看，这是阿里对未来"大消费"商业版图的一次坚定押注。 阿里所着眼的是通过系统整合电商体系、本地生活与物流网络，推动电商与即时零售深度融合。这样的 融合一方面可通过高频的即时零售业务为传统电商业务引流，并通过业务融合形成新的商业模式，为品 牌商家开拓增量空间；另一方面也可使淘宝、饿了么、菜鸟、高德、支付宝等 ...

Core Viewpoint - The integration of Ele.me and Taobao Shanguo into a single brand under Taobao Shanguo signifies Alibaba's strategic shift towards enhancing its presence in the instant retail market, leveraging Ele.me's delivery capabilities to expand into diverse categories such as fresh produce, daily necessities, and pharmaceuticals [1][3]. Group 1: Strategic Intent - Alibaba aims to utilize Ele.me's established near-field supply and delivery capabilities to broaden Taobao's consumer reach into various instant retail sectors [3]. - The integration is seen as a commitment to the future of "big consumption," focusing on the deep integration of e-commerce, local life services, and logistics networks [3][7]. - The rapid growth of Taobao Shanguo, achieving a peak daily order volume of 120 million and a monthly active buyer count of 300 million by August, indicates a successful market entry [3][5]. Group 2: Business Performance - As of November, Alibaba reported that its instant retail business revenue reached 22.906 billion RMB, reflecting a 60% year-on-year increase, driven by improved logistics efficiency and higher customer retention [5]. - The number of active riders for Taobao Shanguo exceeded 2 million, indicating robust operational capacity [5]. - The integration has led to a significant increase in the average order value, with non-tea drink orders rising to over 75% [5][12]. Group 3: Market Positioning - The competitive landscape for instant retail is intensifying, with rivals like Meituan and JD.com making significant strides, necessitating Alibaba's strategic resource integration [8][9]. - By leveraging Ele.me's strengths, Taobao can offer a wider range of services to meet diverse consumer needs, thus enhancing its competitive edge [9]. - The shift towards instant retail is timely, as consumer demand is evolving towards all-time, all-category, and all-scenario consumption [9][10]. Group 4: Ecosystem Synergy - The integration of Taobao Shanguo with Alibaba's ecosystem, including Hema, Gaode, Cainiao, and Alipay, is expected to create new traffic and supply channels for instant retail [7][9]. - The introduction of initiatives during the Double Eleven shopping festival, such as significant discounts and enhanced service experiences, aims to attract high-value users and optimize average order values [11][12]. - The collaboration with over 37,000 brands and 400,000 stores during the Double Eleven indicates a strong push towards integrating online and offline operations [12].