Core Points - The core initiative involves the rebranding of delivery personnel from "riders" to "city knights," which aims to enhance their professional identity and recognition within society [2][4] - The platforms, Taobao Flash and Ele.me, have introduced a series of welfare and support measures for their delivery personnel, including full subsidies for pension and medical insurance [3][5] - The new uniform for delivery personnel is designed with functional materials and features that prioritize their safety and comfort, reflecting a commitment to their well-being [3][4] Group 1: Welfare and Support Initiatives - Taobao Flash and Ele.me have announced comprehensive upgrades to their welfare system, including subsidies for pension and medical insurance, with coverage reaching up to 100% [3][5] - The "City Knight Orange Plan" will reward acts of kindness among delivery personnel and provide support for their families in times of medical need [3][4] - The introduction of a new uniform includes thoughtful design elements, such as a pocket for storing critical health information, enhancing safety during emergencies [3] Group 2: Professional Identity and Social Impact - The rebranding to "city knights" signifies a cultural shift, emphasizing the importance and respect for delivery personnel as essential contributors to urban life [2][4] - This initiative is expected to foster a greater sense of belonging and professional pride among delivery personnel, enhancing their job satisfaction and identity [2][4] - The move aligns with broader societal trends towards recognizing and respecting new employment forms, potentially attracting more individuals to the industry and optimizing employment structures [4][5] Group 3: Policy Alignment and Future Outlook - The upgrade initiative is closely linked to national policies aimed at improving the rights and protections of flexible and new employment forms, reflecting a commitment to systemic change [5] - Continuous investment and well-designed policies are necessary to address the real needs and challenges faced by delivery personnel, ensuring sustainable support [5] - The proactive approach taken by leading platforms demonstrates a commitment to employee welfare, which is crucial for maintaining competitiveness in the market [5]