Ele.me

Leading Chinese food delivery platforms, including Meituan, Ele.me, and JD.com, have signaled a potential end to subsidy wars by publicly committing to curb unfair competition and “zero-dollar” promotions. They pledged to regulate promotional activities, respect market dynamics, guarantee reasonable profits for merchants, and focus on healthy competition driven by quality and service. The platforms aim to build a sustainable ecosystem through technological empowerment and supply chain innovation instead of relying on aggressive subsidies.

Leading Chinese on-demand delivery platforms, including Ele.me, Meituan, and Taobao Flash, have jointly announced an end to “malicious competition” after regulatory scrutiny. The companies pledge to standardize promotional activities, prevent unfair competition, and ensure fair industry practices. Key areas of focus include strategically planned subsidies, rejecting unfair competition, improving service quality, and fostering a win-win ecosystem. This shift follows a meeting with China’s State Administration for Market Regulation (SAMR), which mandated compliance with relevant laws and regulations.

The 2025 World Games (Chengdu) torch relay concluded at Xinglong Lake Wetland Park featuring 38 torchbearers including an Ele.me delivery rider, Zhao Mingyang. Zhao was selected for his exceptional bravery and community service, including repeatedly entering a burning building to rescue residents in 2020. He has been recognized as a “Citizen of Courage,” a “Good Person of Sichuan Province,” and one of the “Most Beautiful Delivery Riders,” highlighting the increasing importance and social recognition of delivery workers in China.

Ele.me launched the X3 AI-powered smart helmet for its delivery riders (“Blue Knights”), featuring an industry-first AI assistant (“Xiao E”) controllable via voice prompts. The helmet includes collision and posture detection, triggering rapid response in emergencies. It also introduces indoor mapping and navigation, initially covering 30 malls and expanding to 300 within six months, improving efficiency in complex environments. Riders can purchase the helmet at a discount or earn a free one, supported by Ele.me’s “Smart Equipment Care” initiative.

The trending “Free Bubble Tea is Gone” hashtag on Weibo signals a potential shift in China’s food delivery market. Intense subsidy wars between giants like Meituan and Ele.me led to rock-bottom prices, but the State Administration for Market Regulation (SAMR) has intervened, urging a more sustainable competitive approach. Experts question the long-term viability of aggressive discounts, suggesting that neither platforms nor merchants can indefinitely bear the financial burden of these “delivery wars,” which aim to dominate China’s local services market.

Taobao Flash Sale, with Ele.me, reports over 80 million daily orders, boosted by a 50 billion yuan voucher program. Xiaodiao Lishu Tang saw an 18% takeaway revenue increase through the platform by optimizing its online operations and service. The platform’s subsidy model helps restaurants like Xiaodiao Lishu Tang attract new customers and increase order volume without additional merchant costs. Experts encourage restaurants to embrace digital markets for additional revenue streams, focusing on long-term brand building over short-term pricing strategies.

Ele.me has launched “Xiao E,” an AI-powered assistant for its delivery riders across China. Based on large language models, Xiao E provides voice-activated support through natural language processing, multimodal interaction, and real-time data analysis. It aids riders with tasks like weather updates and order management, leading to millions of daily interactions. The system also uses voice commands to streamline operations. Early adoption rates are promising, and Ele.me plans to further enhance Xiao E’s decision-making capabilities.

Alibaba Group CEO announced Ele.me and Fliggy’s immediate integration into the China Digital Commerce Group, aiming to become a comprehensive consumer platform. While maintaining operational independence, they will align with the Group’s goals. This strategic move leverages the success of Taobao Flash Sale, which has seen significant growth and high fulfillment rates, especially during the 618 shopping festival. The consolidation is expected to enhance Alibaba’s consumer services and potentially reshape the retail landscape.

Former Ele.me CEO and logistics head Han Liu has been taken into custody. An internal investigation revealed “job-related crimes,” prompting Ele.me to report to law enforcement. Han Liu, who previously held positions at JD.com and Alibaba, became CEO in March 2024 and oversaw instant delivery before the incident in June 2025 at the Shanghai office. The company emphasizes adhering to its code of conduct.