Alibaba Group Holding is rebranding its Chinese food delivery platform Ele.me as Taobao Shangou, aligning the service more closely with its flagship e-commerce ecosystem, as the company seeks to enhance synergy across its consumer businesses, reports the South China Morning Post. A logo of the beta version of the updated app, available to select users, adopts Taobao’s signature orange colour, according to screenshots seen on Chinese social media.
The move aligns with Alibaba’s recent efforts to phase out Ele.me’s original branding, with its blue courier uniforms being replaced with bright orange outfits resembling Formula One racing suits, featuring logos from various Alibaba units.
Taobao Shangou, which means “flash shopping” in Chinese, was launched in April within the Taobao marketplace app and uses Ele.me’s courier network for deliveries.