而天猫超市则将双11的"闪购化"明确卷到了近场四小时。天猫超市运营中心总经理循进表示，今年双11，天猫超市主站店和淘宝闪购店将双店运营，目前全 国已有31个城市用户能在淘宝闪购下单天猫超市的商品，随着供应链服务能力的升级，天猫超市要在原本半日达的基础之上，通过闪购前置仓和一日三配， 实现商品最快4小时送达。 外卖预计将在本届双11占有更多戏份。 "史上最长双11"的纪录正被不断刷新。尽管十一假期刚过，电商平台们已纷纷进入双11时间。在一个夏天的外卖激战后，今年双11有何新变化值得关注。 多家电商平台已开启了双11。10月7日，快手启动双11预售，抖音电商在10月9日开启双11好物节，同样在10月9日，京东也宣布双11开启，"现货开卖不用 等"。而淘宝尽管还未正式公布双11的整体节奏，但天猫超市已在9月底率先开启双11，并将走向近场闪购定为今年双11的目标。 越拉越长的双11背后，如何在这个新鲜感渐失的大促节找到新增量是电商平台的共同焦虑，一个值得关注的变化是，外卖预计将在本届双11占有更多戏份。 近场零售要如何改变电商乃至大消费？电商平台们开始答题。 此前，阿里妈妈市场部及商业化运营中心品牌业务负责人虎豹（花 ...

Core Viewpoint - The launch of "Taobao Flash Purchase" signifies a strategic shift in the e-commerce landscape, focusing on consumer-centric benefits and integrating with Ele.me to enhance instant retail capabilities [1][3][25]. Group 1: Market Dynamics - The instant retail market in China is projected to exceed 2 trillion yuan by 2030, indicating significant growth potential [8]. - The collaboration between Taobao Flash Purchase and Ele.me aims to capture not just food delivery but a broader market share in instant retail [3][26]. - The integration of various product categories, including food, daily necessities, and electronics, is expected to redefine consumer shopping experiences [30]. Group 2: Consumer Behavior - There is a growing consumer preference for instant delivery services, with over 50% of younger consumers willing to pay extra for same-day delivery [13]. - The rise of "instant delivery" has led to a shift in consumer mindset, where the expectation for immediate availability has become the norm [29][30]. - The success of Taobao Flash Purchase is attributed to its ability to meet this new consumer demand, leading to an early full launch due to overwhelming interest [1][29]. Group 3: Competitive Landscape - The competition in the instant retail space has intensified, with platforms engaging in aggressive subsidy wars to capture market share [12][25]. - The partnership between Taobao and Ele.me is seen as a strategic move to leverage each other's strengths, particularly in logistics and brand partnerships [26][30]. - The "big retail" era is emerging, blurring the lines between online and offline shopping experiences, allowing consumers to access a unified inventory across platforms [21][30]. Group 4: Operational Efficiency - Taobao Flash Purchase's model reduces the cost of brand integration, allowing for competitive pricing while maintaining product quality [20]. - The collaboration with Ele.me enhances delivery efficiency, with a well-optimized logistics network supporting rapid fulfillment [27][28]. - The focus on combining online and offline resources is expected to streamline operations and improve overall consumer satisfaction [17][30].