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CNBC AI News – In a move signaling a significant investment in its workforce, Ele.me, the on-demand delivery giant, is rebranding its entire fleet of delivery personnel as “City Knights.” CEO Wu Zemin (known internally as Fan Yu) announced the initiative in an internal memo this week, marking what the company calls a comprehensive upgrade to its rider support system.
The “City Knight” initiative encompasses enhanced rider benefits, robust incentive programs, welfare improvements, and career development opportunities. Ele.me plans to roll out redesigned uniforms, aiming to recognize and celebrate its delivery force. The company frames this as a pivotal step towards professionalizing the delivery rider role, building a future where these workers are not only more skilled and secure, but also earn greater societal respect.
Beyond the rebranding, the upgrade includes the introduction of new fall uniforms, updates to rider insurance and protection schemes, and the establishment of recognition programs for top-performing riders.
The announcement comes as Taobao Flash Sales and Ele.me report impressive growth figures. Data reveals that on August 7th, the traditional start-of-autumn day, the platform saw a 3.5-fold increase in active riders compared to the same period last year, with average rider income surging by 40%.
This surge in rider activity is mirrored by substantial growth in Ele.me’s platform business. To date, 395 non-restaurant brands on Taobao Flash Sales have surpassed 1 million yuan in monthly transaction volume, with 66 brands exceeding 10 million yuan. The growth spans diverse sectors, including 3C electronics, beauty and personal care, sports and outdoor, apparel, department stores, baby products, and pet supplies. Brands such as Apple, Xiaomi, Watsons, Decathlon, MO&Co, and MINISO have all leveraged Taobao Flash Sales to achieve significant order and revenue gains.
Select riders have already participated in Taobao Flash Sales focus groups and previewed the upcoming fall uniforms. Images reveal a sleek, racing-inspired design featuring a predominantly orange and black color palette, projecting a modern and professional image. Ele.me’s bet on the “City Knight” moniker and comprehensive suite of support measures aims to solidify its position in the fiercely competitive on-demand delivery market, while simultaneously addressing growing concerns about worker rights and benefits in the gig economy.
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