On the morning of December 5th, Taobao Flash Sales made an official announcement: starting from that very day, after users update to the latest version, the 'Ele.me' App will undergo a complete name change and become 'Taobao Flash Sales'. Actually, on the evening of December 4th, the official Ele.me public account on social media had already preemptively renamed itself to Taobao Flash Sales. Prior to this, some users had already noticed that the icon and name of the Ele.me mobile app had automatically been updated to those of Taobao Flash Sales. In terms of the app itself, the latest version has not seen any functional adjustments. However, there has been a visual makeover, with the app's color scheme being updated to a vibrant orange. This renaming initiative represents a significant strategic move by Alibaba to consolidate its instant retail resources. The primary goals behind this move are to enhance brand coherence, improve delivery efficiency, and elevate the overall user experience. According to the latest financial report, following a period of rapid growth, Taobao Flash Sales has now entered a phase of refined operations. From July to September 2025, the revenue generated by its instant retail business witnessed a remarkable year-on-year increase of 60%.