Alibaba Group is retiring its Ele.me food delivery brand, integrating the service into its Taobao Instant Commerce unit. This move signals a significant strategic pivot from a food-focused service to a broader “instant commerce” model, aiming to deliver a wide range of goods from groceries to everyday items within an hour. The rebranding, which includes changing the iconic blue riders' uniforms to Taobao's orange, is seen as a necessary evolution to better compete in the expanding on-demand retail market. This strategic repositioning places Alibaba in more direct competition with rivals like Meituan and a more aggressive JD.com in the instant commerce arena. While the company has the financial resources to invest in regaining market share, the move from behind will require substantial capital. The goal appears to be turning the business into a stronger competitor rather than necessarily reclaiming the top market position.