China’s food delivery platform Ele.me has rebranded as Taobao Flash Sale, ending 17 years as an independent brand, the company said on Friday. Users updating to the latest version of the app will see all Ele.me branding replaced with the new Taobao Flash Sale identity, with the transition rolling out across all related services. Founded in 2008 and acquired by Alibaba Group in 2018, Ele.me has gradually been integrated into Alibaba’s ecosystem. The rebrand is a key step in Alibaba’s instant retail strategy, aimed at shedding Ele.me’s “food delivery only” image and leveraging Taobao’s traffic and brand strength to expand into all-category instant retail. [TechNode reporting]
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