On December 5, Chen Xi, Design Director of OPPO's ColorOS, commented on Weibo about the Android icon redesign for Taobao Quick Purchase: "I feel the Android icon update for Taobao Quick Purchase should follow the same strategy as iOS. The main color should be blue with a small orange section at the bottom; otherwise, users might struggle to locate it on their desktop."
Earlier on December 5, official sources announced that the "Ele.me" app would be fully rebranded as "Taobao Quick Purchase" upon updating to the latest version. On the evening of December 4, users noticed that Ele.me's official WeChat account name had already been changed to "Taobao Quick Purchase." Some users also observed that the app's icon and name on mobile devices had automatically updated to "Taobao Quick Purchase." Functionally, the latest version of the app remains unchanged, with only visual elements updated to an orange theme.
During a recent earnings call, Alibaba's management emphasized that Taobao Quick Purchase achieved rapid scale expansion in its first phase, with the second phase's economic optimization meeting expectations. This progress lays a foundation for the long-term sustainable development of the food delivery business and reinforces the company's commitment to continued investment in instant retail.
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