Taobao Flash Purchase (饿了么 > 淘宝闪购) : Alibaba's Uber Eats locked in duopoly with Meituan for food delivery.

Ele.me (meaning "hungry?") launched in 2008 and was one of China's earliest food delivery platforms, fully acquired by Alibaba in 2018. As of 2025-2026, it has been rebranded as 淘宝闪购 (Taobao Flash Purchase) and evolved from a pure food-delivery app into a comprehensive instant-retail super-app.

It now covers restaurant meals, fresh groceries, pharmacy, daily essentials, and even 30-minute delivery of consumer electronics and flowers-operating within Alibaba's ecosystem alongside Tmall and Cainiao logistics, competing directly with JD's instant-retailing arm and Meituan's delivery services.

What is 淘宝闪购, and how does it relate to Ele.me?

淘宝闪购 (Taobao Flash Purchase) is the rebranded name for Alibaba's Ele.me platform. While "Ele.me" still appears in branding, the app has evolved from pure food delivery into a comprehensive instant-retail platform covering restaurant meals, fresh groceries, pharmacy, daily essentials, and more. Think of it as Uber Eats + Amazon Fresh + Instacart combined under Alibaba's ecosystem.

Is Taobao Flash Purchase cheaper than Meituan for delivery?

Pricing between Taobao Flash Purchase and Meituan is competitive with overlapping promotions. Taobao Flash Purchase often offers better deals for Alipay users. Delivery fees are typically 3-8 RMB (.40-.10). Both offer subscription plans for free delivery.

Has the rebranding affected international users?

The core app remains the same. Chinese registration (mobile + Alipay/WeChat Pay) is still required. Foreigners in China can use it as before, but browsing requires Chinese literacy or translation tools.

Can overseas users place orders on Taobao Flash Purchase?

Taobao Flash Purchase requires a Chinese phone number and Alipay for payments. Overseas users cannot order from abroad, but can use it during travel in China. Some international Alipay users may access limited features through the Alipay app.

How does Taobao Flash Purchase compete with Meituan in instant retail?

Meituan leads in restaurant delivery market share and rider density, while 淘宝闪购 leverages Alibaba's merchant base and Cainiao logistics for broader categories (groceries, electronics, flowers, pharmacy). Both compete fiercely on speed, subsidies, and cross-selling with their ecosystem apps.