Overview
- IT Home attributes the observed renaming to reader submissions rather than an official company statement.
- The move aligns with Alibaba’s April shift that elevated Taobao’s Hourly Delivery to the Taobao Flash Purchase brand within the Taobao app.
- Ele.me is described as providing supply, delivery capacity, and technical support for the unified instant retail service.
- Operational branding has been reported as transitioning in stages, including order labels, courier uniforms, and customer service scripts.
- IT Home notes this year would be Taobao Flash Purchase’s first Double 11 under the new branding if the change holds.