Alibaba Unveils Race-Inspired Uniform for Delivery Personnel
In a bold stride towards revitalizing China’s e-commerce landscape, Alibaba Group Holding is set to debut a striking new attire for its delivery workforce, reminiscent of Formula One racing suits. This initiative not only symbolizes the company’s ambition but also signifies a transformative phase within the sector.
On September 10, coinciding with Alibaba’s anniversary, the organization plans to host an internal auction for 102 autographed uniforms. These exclusive garments, endorsed by key figures including founder Jack Ma, CEO Eddie Wu Yongming, and e-commerce chief Jiang Fan, will be available to the company’s employees.
The newly introduced vibrant orange uniforms mark a departure from the prior light blue Ele.me apparel and showcase 22 distinct brands associated with the enterprise.
Initially unveiled in late August, these uniforms are now being distributed to active couriers. The ensemble features enhanced helmets and food delivery containers crafted from materials that are waterproof, wind-resistant, and insulated. Notably, each outfit is accompanied by a first aid pouch and a personal information holder, enhancing the safety of the riders.
As part of a concerted effort to bolster its delivery services, Alibaba has committed to significant investment. The Hangzhou-based giant announced in early July its intent to allocate 50 billion yuan (approximately US$7 billion) in subsidies over the next year, aimed at attracting both consumers and merchants.
This strategic move positions Alibaba in direct competition with Meituan, a prominent player in the delivery industry.
Recently, Alibaba claimed an initial triumph in its competitive pursuit. During a second-quarter earnings call, Jiang reported that daily active riders on Taobao’s Shangou instant commerce platform exceeded 2 million—tripling since April—resulting in the creation of over 1 million new jobs.
Shangou experienced a remarkable surge in activity, peaking at 120 million daily orders in July amid an aggressive subsidy battle, with monthly active users reaching 300 million by August. Such growth has evidently impacted Meituan’s market share, as evidenced by its staggering second-quarter net profit drop of 96.8%, yielding only 365.3 million yuan.
The company has also projected an impending loss for the third quarter, despite boasting 3.36 million monthly active riders and a daily order high of 150 billion.
The new delivery attire showcases all logos from Alibaba’s various business units, as well as pivotal branding from its affiliate, Ant Group. Furthermore, the rebranding effort emphasizes a new designation for the couriers—termed “city riders”—to honor the essential role they play in urban logistics.
Alibaba’s delivery segment, Ele.me, underwent a merger in June, integrating into the core China e-commerce division led by Jiang.
In tandem with these aesthetic enhancements, Alibaba has introduced several welfare initiatives for riders, encompassing healthcare and pension subsidies, tailored support for disabled couriers, incentives for altruistic actions, and educational assistance.
Looking ahead, Alibaba remains resolute in its investment in instant retail, with Jiang indicating a future focus on refining per-order economics and fulfillment efficiency. Notably, he anticipates that instant retail could generate an impressive 1 trillion yuan in additional transactions for the platform within the next three years.
Source link: Thestar.com.my.
