Alibaba Integrates Ele.me with Taobao Amid Intensifying Delivery Competition in China
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Dec 05 2025
0mins
Should l Buy BABA?
Source: Benzinga
Retirement of Ele.me: Alibaba has officially retired its 16-year-old food delivery brand Ele.me, integrating it into its instant retail operations under the new branding "Taobao Shangou" to enhance competitiveness in China's delivery market.
Strategic Centralization: Under CEO Jiang Fan, Alibaba is centralizing its operations, coordinating various platforms like Taobao, Tmall, and Alipay, while avoiding destructive price wars amidst fierce competition from rivals like Meituan and JD.com.
Membership Program and Ecosystem Loyalty: The company is launching a consolidated membership program that links shopping, food delivery, and travel services to strengthen customer loyalty within its ecosystem.
Growth and Analyst Concerns: Despite challenges and warnings of potential losses at Ele.me, Alibaba is focusing on aggressive promotions and AI-driven growth, with its stock value rising significantly in 2025.
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Analyst Views on BABA
Wall Street analysts forecast BABA stock price to rise
15 Analyst Rating
15 Buy
0 Hold
0 Sell
Strong Buy
Current: 133.280
Low
180.00
Averages
203.09
High
230.00
Current: 133.280
Low
180.00
Averages
203.09
High
230.00
About BABA
Alibaba Group Holding Ltd is an investment holding company mainly engaged in the provision of technology infrastructure and marketing platforms. The Company operates its business through four segments. The Alibaba China E-commerce Group segment is mainly engaged in E-commerce business, including operating Tmall Supermarket and Tmall Global, providing customer management services, product sales, as well as logistics services. It also operates quick commerce business such as Taobao Instant Commerce and Ele.me, as well as the China commerce wholesale business through 1688.com. The Alibaba International Digital Commerce Group segment is mainly engaged in international commerce retail and wholesale business, operating platforms such as AliExpress, Trendyol, Lazada and Alibaba.com. The Cloud Intelligence Group segment mainly provides public and non-public cloud services. The Other segments primarily include the operations of Freshippo, Cainiao, Alibaba Health and other business.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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