Core Viewpoint - Meituan has launched a campaign to bid farewell to Ele.me, marking the end of a 12-year partnership, while also offering users limited-time benefits through the distribution of 10 million virtual flowers [2][4]. Group 1: Farewell to Ele.me - Meituan expressed gratitude to Ele.me, referring to it as "Blue Friend," in a letter that highlights their shared journey over the past 12 years [2][6]. - The farewell coincides with speculation that Ele.me may be rebranding to "Taobao Flash Purchase," which is part of Alibaba's strategy [6][8]. Group 2: Taobao Flash Purchase - On November 4, Ele.me's app was reported to have changed its icon to reflect the new branding as "Taobao Flash Purchase," which has gained significant attention [8]. - Taobao Flash Purchase, launched by Alibaba, has seen rapid growth, with peak daily orders reaching 120 million in August, and a 200% increase in monthly active buyers since April [10][11]. Group 3: Strategic Importance - Alibaba's CEO mentioned that Taobao Flash Purchase has exceeded its initial goals and aims to integrate offline brand stores into its platform, potentially bringing in one million stores over the next three years [11]. - The integration of Ele.me with Taobao Flash Purchase is seen as a strategic move to enhance Alibaba's capabilities in the instant retail sector [11].

Core Viewpoint - Meituan has launched a campaign to bid farewell to Ele.me, marking the end of a 12-year partnership, while also offering users limited-time benefits through the distribution of 10 million virtual flowers [3][6][8]. Group 1: Farewell Campaign - The campaign includes a heartfelt letter from Meituan expressing gratitude for the 12 years of collaboration with Ele.me, emphasizing the importance of individuality and vibrant colors [3]. - The farewell event will last until November 21, during which Meituan aims to engage users with special offers [6]. - The campaign coincides with speculation about Ele.me's potential rebranding to "Taobao Flash Purchase," following its recent appearance on social media [8][11]. Group 2: Ele.me's Rebranding and Market Position - On November 4, Ele.me's app was reported to have changed its branding to "Taobao Flash Purchase," which has gained significant attention online [11]. - The app's icon now reflects this new branding, indicating a shift in its market strategy [12]. - Taobao Flash Purchase, launched by Alibaba, has seen rapid growth, with peak daily orders reaching 120 million and a 200% increase in monthly active buyers since April [15].

Core Insights - Recent consumer feedback indicates that the remark feature on Taobao Flash Purchase is not functioning properly, leading to speculation that the feature has been removed [2] - Taobao Flash Purchase customer service has stated that the issue is due to a system upgrade, and they are working on a fix while advising users to communicate product needs directly with merchants [2] - There is currently no specific timeline for when the remark feature will be restored [2] - The topic of "Ele.me app renamed to Taobao Flash Purchase" has recently trended, with reports that the latest beta version (12.0.1) of the Ele.me app has been renamed and is in a gray testing phase, available to a limited number of users [2] - Multiple delivery personnel have reportedly changed their uniforms from blue to "orange and black," with some locations fully transitioning to the new attire and accepting orders [2]

Core Insights - The article highlights the entrepreneurial journey of Zhang Xuhao, founder of Ele.me, illustrating how a simple idea born from a common inconvenience evolved into a significant business that transformed the food delivery landscape in China [2][26]. Group 1: Origin of the Idea - The concept of Ele.me originated in 2008 when Zhang Xuhao, then a student at Shanghai Jiao Tong University, faced challenges in accessing food due to the remote location of his dormitory [3][5]. - The initial idea was to sell boxed meals online to address the inconvenience of traveling to the cafeteria or off-campus restaurants [3][5]. Group 2: Initial Challenges - In the early stages, the online food delivery model faced skepticism from potential merchant partners, who were reluctant to embrace a new and unproven business model [7][10]. - Zhang Xuhao and his team faced significant funding challenges, relying on personal savings and contributions from family and friends to purchase delivery vehicles [7][9]. Group 3: Business Model Development - After launching the website in April 2009, Zhang made a pivotal decision to focus on creating an online ordering platform rather than managing delivery services directly [10][12]. - The team developed a restaurant management system to help merchants streamline order management and improve operational efficiency, addressing a core pain point for restaurant owners [14][16]. Group 4: Growth and Competition - By 2011, Ele.me had gained traction, with the app generating over 6 billion in transaction volume and nearly 10 million in revenue in its first year [18]. - The entry of major competitors like Alibaba and Meituan in 2013 intensified market competition, leading to aggressive subsidy wars that strained Ele.me's financial resources [19][21]. Group 5: Acquisition and Legacy - In 2018, Alibaba acquired Ele.me for 9.5 billion, marking a significant milestone in Zhang Xuhao's entrepreneurial journey [24]. - Post-acquisition, Zhang continued to play a role in the company and the broader Alibaba ecosystem, demonstrating his ongoing commitment to innovation and growth in the retail sector [24][26].

Group 1 - The hashtag "饿了么崩了" (Ele.me crashed) has become a trending topic on Weibo, with users reporting issues such as unresponsive customer service and disappearing orders [1] - Ele.me's official Weibo account announced a promotional campaign from August 7 to August 10, offering over one million free cups of milk tea daily and a surprise coupon package worth 188 yuan [1] - Users have expressed frustration over delayed orders, with one user stating that after an hour of waiting for their first milk tea of the season, the order vanished and the merchant claimed they did not receive it [1] Group 2 - As of now, Ele.me has not responded to the "Ele.me crashed" situation [2] - The recent promotional season for "the first cup of milk tea in autumn" has been launched by various food delivery platforms [2] - Taobao Shanguo denied rumors of aiming for 100 million orders on August 8, clarifying that the claims were fabricated and that their operational strategies are based on market demand and merchant collaboration [2] - Taobao Shanguo stated that they have never set a "rush order target" and emphasized that their marketing activities prioritize reasonable profits for merchants to avoid unhealthy competition [2] - A new membership system is set to launch by Taobao, integrating resources from Ele.me, Fliggy, and Hema, enhancing the benefits for 88VIP users across various sectors [2]

User Changes - In Q1 2025, the average number of monthly independent devices in China's mobile internet increased by 2.6% year-on-year, indicating a stabilization in market demand and a shift towards intensified competition in a saturated market [1][5] - User stickiness continues to decline, with the effective daily usage time per device at 268.0 minutes, down 3.9% year-on-year, and usage frequency at 63.4 times, down 5.1% year-on-year, reflecting a fierce competition for existing users' attention [1][11] Industry Changes - E-commerce sector saw peak traffic of 1.216 billion in Q1, driven by upgraded gifting features in social consumption, with platforms like Taobao and JD introducing new services [2] - The food delivery market is experiencing intense competition with JD's entry and Meituan's expansion, leading to a multi-player competitive landscape [2][26] - The social network sector is expanding, with Xiaohongshu benefiting from internationalization and a surge of users from TikTok [2][67] - The AI sector is leading growth with a 46.5% year-on-year increase in monthly active devices, driven by practical applications in various verticals [2][44] APP Changes - In March 2025, the top three apps with over 100 million monthly active users (MAU) in terms of compound growth were Personal Income Tax, WiFi Master Key, and Xianyu [3][84] - The top three apps favored by Generation Z users were Boss Zhipin, Honor of Kings, and Peace Elite, indicating a trend in user preferences [3][86] Mobile Internet Traffic Trends - Q1 2025 saw a slight increase in mobile internet traffic, with the industry entering a phase of deepened competition in a saturated market [4][5] User Engagement Metrics - The effective daily usage time and frequency of mobile internet users have both declined, indicating a fragmentation of user attention and a heated competition for existing users [11][18] - Entertainment content continues to attract user attention, with short videos accounting for 29.1% of usage time, while communication and information aggregation saw a decline [14] Smart Screen Trends - By Q1 2025, the scale of smart screen terminals reached 339 million, with daily average operating time increasing year-on-year [21] E-commerce Overview - The e-commerce sector's user scale and stickiness are steadily improving, with peak traffic in Q1 approaching last November's levels [32] - JD's app led the industry with a 3.4% year-on-year growth in traffic, while other platforms like Taobao and Pinduoduo experienced slight user scale contractions [35] AI Industry Overview - The AI industry is experiencing explosive growth, with a 46.5% year-on-year increase in monthly active devices, focusing on practical applications in various fields [44][49] Social Network Overview - The social network sector's user scale continues to expand, with Q1 traffic peaking at over 900 million [65] - Weibo and Xiaohongshu lead the industry, with Xiaohongshu experiencing significant growth due to international user influx [67] Video Service Overview - The video service sector saw stable growth in Q1, with significant contributions from aggregated video and game live streaming [71][75]

Core Viewpoint - The competition in the food delivery market has intensified with Taobao and Ele.me entering the fray, leveraging a strategy of "hundred billion subsidies + e-commerce low prices + instant delivery" to differentiate themselves from competitors like Meituan and JD [1][23]. Group 1: Market Dynamics - The launch of Taobao Flash Purchase and Ele.me's "Hundred Billion Subsidy" signifies a shift from mere traffic competition to a comprehensive battle focused on operational efficiency and user experience [2][23]. - Ele.me's strategic entry into the market is expected to disrupt the current stalemate among competitors, benefiting consumers, riders, and merchants alike [10][14]. Group 2: Subsidy Strategy - Ele.me's "Hundred Billion Subsidy" initiative is designed to provide genuine benefits rather than engage in a reckless cash-burning strategy, targeting consumers, riders, and merchants with tailored subsidies [4][7]. - The effectiveness of the subsidy program is evidenced by user feedback, with significant discounts leading to increased order volumes and user engagement [8][5]. Group 3: Preparedness and Timing - Ele.me's entry into the market is well-timed, capitalizing on competitors' fatigue and the upcoming peak consumption season during the May Day holiday [17][14]. - The company has made substantial investments in enhancing rider welfare and operational efficiency, ensuring a robust support system for its delivery personnel [14][17]. Group 4: Competitive Advantages - Ele.me's collaboration with Taobao Flash Purchase allows it to leverage Alibaba's extensive product supply and brand resources, creating a unique advantage in the instant retail space [21][23]. - The integration of AI technology to improve delivery efficiency and rider experience positions Ele.me favorably against competitors [19][20].