饿了么变身淘宝闪购，阿里即时零售的“橙色风暴”席卷街头！

国哥零售论2025-11-17

点击蓝字，关注我们街头巷尾，饿了么标志性的蓝色工装正在被橙黑配色取代，“蓝骑士”变成“城市骑士”——这场始于APP更名的变革，正以最直观的方式重塑中国即时零售的竞争格局。2025年11月，饿了么APP悄然变身为“淘宝闪购”，图标主色调由蓝变橙。与此同时，全国百万骑手陆续换上新款橙黑配色工服，曾经的“蓝骑士”形象正逐渐淡出公众视野。这场看似简单的品牌换装背后，实则是阿里巴巴在即时零售领域的一场深度...

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更特别的是，右袖卡袋设有信息袋，可存放骑士的血型、过敏原和紧急联系人等信息。阿里巴巴将骑手从“外卖小哥”重新塑造为“城市即时物流特工”，这一略带游戏化的称谓变革，有助于增强骑手职业认同感。03生态协同：阿里即时零售的闭环布局饿了么更名为淘宝闪购，标志着阿里巴巴正式完成即时零售“流量-供给-履约”的生态闭环搭建。淘宝闪购承接淘宝、支付宝、高德等多端口的月活流量，饿了么则彻底转型为全品类即时履约基础设施。两者从过去的“双轨并行”转向“生态共振”。2025年6月两者初步协同后，日订单量从4000万单飙升至6000万单。 盒马接入体系后，线上日订单直接突破200万单，同比增长70%。阿里巴巴还通过菜鸟接入淘宝闪购供应链，在多个城市为3C数码、服饰等高价值商品提供“小时达”服务。 一系列动作显示，饿了么的更名是阿里整合即时零售战略的关键一步。04行业竞争：从单点博弈到生态对决饿了么更名事件，直接改写了即时零售赛道的竞争格局。2024年双11期间，美团闪购以58.3%的市场份额独占鳌头，京东秒送和饿了么分别以21.7%、18.2%的份额位列二三位。而到2025年8月订单峰值期间，这一格局已变为美团闪购份额回落至约60%-65%，淘宝闪购攀升至约30%-35%，京东即时零售业务占5%-8%，形成“631”的三足鼎立新格局。当下的即时零售竞争，已从早期的补贴战、价格战，升级为全生态能力的综合对决。淘宝闪购通过整合阿里生态资源，正试图构建差异化竞争优势。饿了么更名为淘宝闪购，标志着阿里巴巴的即时零售战略已从“单兵作战”进入“集团军作战”新阶段。这场变革不仅关乎品牌名称更换，更是对即时零售业务模式的重新定义。从“送外卖”到“送万物”，从“蓝骑士”到“城市骑士”，阿里巴巴正在构建一个覆盖“人、货、场”的即时零售闭环。 这场变革不仅关乎市场份额争夺，更将重新定义中国零售业的未来形态。对于消费者而言，这场“橙色风暴”带来的不仅是更统一的品牌认知，更是更高效、更便捷的全渠道购物体验。 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