Alibaba Group has announced the integration of food delivery platform Ele.me and travel service provider Fliggy into its China E-commerce Business Group, effective immediately. While both brands will maintain independent operations, their business decisions will align with the group’s centralized strategy. Ele.me CEO Fan Yu and Fliggy CEO Nan Tian will now report to Jiang Fan, head of the China E-commerce Business Group. In an internal email, Alibaba CEO Eddie Wu described the move as a strategic upgrade, aiming to shift Alibaba from a traditional e-commerce platform to a comprehensive consumer ecosystem. With over 1 billion active users and a vast network of Tmall brands, the integration is expected to enhance Alibaba's ability to deliver diversified lifestyle services.