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Alibaba rebrands food delivery app Ele.me as Taobao Shangou in instant retail push

✍️ Wency Chen 📅 November 04, 2025 05:00 PM 🕐 Scraped: November 04, 2025

Summary: A beta version of the updated app, available to select users, adopts Taobao’s signature orange colour instead of Ele.me’s blue theme.

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 t

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Author

Wency Chen

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🌍 South China Morning Post

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Published Date

November 04, 2025 at 05:00 PM

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