五一长假节前一天，即时零售大战来了。 "淘宝小时达"升级为"淘宝闪购"，4月30日先在50多个城市上线，5月6日覆盖全国。需求侧，淘宝闪购联合饿了么对消费者共同补贴，规模超过百亿；供 给侧，包括餐饮外卖在内的饿了么供给也与淘宝闪购全面打通。 阿里系一直蓄势不发，选择此时入局，时机显然经过精心计算： 大力度补贴，淘宝闪购先抢用户心智。 一是营销成本：即时零售之战引发全民关注。阿里系顺势入局，完成营销热启动，事半功倍。 二是用户心智：用户需求聚焦在连锁品牌的价格，阿里系大力度补贴，顺势承接品质低价需求，快速培养淘宝闪购的即时零售心智。 三是时间节点：每年三个黄金周都是餐饮消费高峰，五一长假完成全国开城，势能最强。 此外，淘宝、饿了么在即时零售上的发力点也有所不同，直指消费者权益，超百亿补贴都聚焦在免单、大额优惠券等用户福利上。 淘宝选择这时候入场，标志着远近场融合的大零售时代，将正式开启。 筹谋已久的入场 京东选择进入外卖行业时，必然会预期到美团的激烈反抗，但想必不会料到，它的这一举动，直接炸出了"淘宝+饿了么"这对阿里系内的远近场兄弟。 目前的场况是战场态势的关键节点——围观带来的流量达到高峰、补贴却已过峰值， ...

Core Insights - Taobao's instant retail business "Xiaoshida" has been upgraded to "Taobao Flash Purchase," which will be prominently featured on the Taobao app homepage [1] - The upgrade aims to provide significant consumer subsidies, including free red envelopes, free milk tea, and large discount coupons for takeout [1][2] - The integration of Ele.me and other existing instant retail services indicates that Alibaba views instant retail as a key growth driver for its e-commerce business [2] Group 1 - The upgraded Taobao Flash Purchase will launch in 50 cities initially and expand nationwide by May 6 [1] - The project aims to leverage Alibaba's existing strengths in brand e-commerce and collaborate with brand merchants and offline stores to enhance consumer experience [1] - The initiative is expected to save on marketing costs, allowing for larger consumer subsidies [1] Group 2 - The goal is to accelerate coverage to 200 core chain brands, building on the initial integration of major brands during the Xiaoshida launch [2] - Over 3 million stores have already activated the Xiaoshida service, covering various categories such as electronics, clothing, fast-moving consumer goods, and fresh food [2] - The new Taobao Flash Purchase has also integrated with Miniso's "24H Super Store," which collaborates with Meituan for rapid delivery [2]

Core Viewpoint - Alibaba upgraded its instant retail business "Taobao Hourly Delivery" to "Taobao Flash Purchase" on the last day of April, with plans to expand nationwide by May 6, focusing on consumer subsidies, supply chain integration, and organizational restructuring [1] Group 1: Consumer Side - Taobao Flash Purchase will collaborate with Ele.me to provide subsidies exceeding 10 billion yuan, offering free orders and large discount coupons [1] Group 2: Supply Side - Ele.me's supply will be fully accessible to Taobao Flash Purchase, including food delivery services, and partnerships will be established with brand e-commerce merchants to set up flagship stores in urban warehouses and offline locations, targeting 200 core chain brands initially [1] Group 3: Organizational Side - All instant retail-related operations within the Taobao ecosystem will be managed by Taobao Flash Purchase, with Ele.me providing full support [1]

京东、美团、阿里在新战场相聚。 文 丨 管艺雯 编辑 丨 黄俊杰 据我们了解，在 4 月的最后一天，阿里将淘天旗下即时零售业务淘宝 "小时达" 升级为淘宝 "闪 购"，先在 50 多个城市上线，并将在 5 月 6 日覆盖全国。 升级后，最重要的变化会集中在三个方面：消费者侧，淘宝闪购将联合饿了么共同补贴，规模 超过百亿元，提供免单、大额优惠券等；供给侧，饿了么的供给面向淘宝闪购全部开放，也包 括餐饮外卖，此外，结合淘天在品牌电商商家的优势，与它们的城市仓、线下门店合作设立品 牌即时零售旗舰店，目标是首先覆盖 200 家核心连锁品牌；组织侧，淘系内部所有和即时零售 相关的业务将由淘宝闪购全面负责，饿了么全力协同。 我们在去年底曾分析 ：做外卖的美团和阿里京东等电商公司，看似在不同赛道，但最终都会进入同一 个战场 —— 如今，这个战局已经到来。 美团从送外卖扩展到送酒送菜送衣服送电子产品，在全国招纳零售商家设置闪电仓。阿里和京东则试 图从远距离的全国电商配送拉近到一个城市内。现在即时零售一致变成了这三个零售平台的第二条增 长曲线，竞争变得直接、激烈。 据我们了解，淘宝闪购原计划 618 大促期间上线，五一假期开始 ...