Alibaba Group has merged its food delivery platform Ele.me and videos man watching his wife having sextravel unit Fliggy into its China e-commerce division as part of a shift from a traditional e-commerce model to a broader consumer services platform, CEO Eddie Wu said in a June 23 internal email.
The units will retain independent operations but align strategically under e-commerce CEO Jiang Fan. Ele.me’s Wu Zeming and Fliggy’s Zhuang Zhuoran will continue to lead their respective teams.
The restructuring comes amid intensifying competition. JD.com entered food delivery in February and recently launched a travel services platform. Meituan, meanwhile, expanded its retail offerings with flash sales and next-day pickup services.
Alibaba said the move will deepen synergies, especially in instant retail, where Ele.me and Taobao Flash Sale are already collaborating. During the 618 shopping festival, Taobao Flash Sale saw strong growth, boosting user activity and driving double-digit gains in GMV. [Caixin, in Chinese]