Alibaba’s popular food delivery platform Ele.me has officially changed its name to Taobao Flash Sale following its latest update to version 12.0.1, according to reports on Sunday.
The rebrand comes as part of Alibaba’s strategy to integrate its instant retail offerings under a unified brand. Currently, the app is in gray-scale testing, available to a limited number of users. The new tagline reads: “Order food with confidence, get it on time.”
During the testing phase, users can access on-demand delivery services for meals as well as daily essentials, leveraging Ele.me’s existing delivery network to cover a broader range of products.
Alibaba says the move is designed to strengthen Taobao Flash Sale’s position as a single platform for instant retail, streamlining services across food and other consumer goods.
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