On December 5, 2025, Alibaba Group unveiled a sweeping rebranding initiative, transforming the 'Ele.me' app into 'Taobao Flash Sale.' This move marks a pivotal moment in Alibaba's overarching strategy to forge a 'Comprehensive Consumption Ecosystem.' The rebranding, which was meticulously planned over eight months, is geared towards maximizing value through the seamless integration of resources and the realization of strategic synergies.

In his internal memo, Fan Yu, CEO of Ele.me, underscored that this transformation is a testament to Alibaba's unwavering strategic commitment to its 'Comprehensive Consumption Ecosystem.' The life service system, meticulously cultivated by Ele.me over the past 18 years, boasts a vast user base of hundreds of millions and a thriving network of millions of merchants. This robust foundation serves as a springboard for Taobao Flash Sale's ascent.

The relentless pursuit of enhanced instant life services by users continues to fuel the platform's innovative drive. By harnessing the combined strengths of Taobao and Ele.me, Taobao Flash Sale has achieved remarkable milestones within a mere six months. It has scaled a daily order peak of 120 million, amassed a monthly trading user base surpassing 300 million, and propelled a 20% year-on-year surge in Mobile Taobao's Daily Active Users (DAU).

This rebranding transcends mere brand enhancement; it represents a strategic maneuver by Alibaba in the instant retail landscape. Through a synergistic approach that leverages 'high-frequency food delivery to drive low-frequency services and low-frequency e-commerce to complement high-frequency services,' the platform expands its full-scenario, all-category service offerings. This expansion paves the way for novel growth avenues, benefiting both merchants and users alike.