Chinese on-demand delivery platform Ele.me is expanding its footprint in the country supported by a $442.25m summer campaign.
As part of the campaign to win market share, the company is offering red packets and new promotions in several cities across the country.
During the FIFA 2018 World Cup tournament, the company also offered discounts and coupons to customers on late-night snacks sold.
Ele.me CEO Wang Lai said: “Alibaba’s support and commitment to building the leading delivery platform in China is a strong vote of confidence in Ele.me’s future success.
“Robust financial support and greater integration with the Alibaba ecosystem uniquely positions Ele.me in this high growth sector.”
Ele.me is also offering delivery support to convenience store operators available on Alibaba’s Ling Shou Tong platform.
The company is planning to establish new partnerships with other business units of Alibaba as well as serve as a delivery partner to various food chains across the country.
Ele.me will also integrate its on-demand delivery service with Alibaba’s affiliated local services platform Koubei, which provides consumer acquisition and in-store engagement capabilities to offer integrated experiences to customers both online and offline.
Wang added: “Alibaba has been working with merchants for nearly two decades. It has valuable and unmatched experience with enriching consumer and merchant knowledge, which is a great asset to Ele.me, and enables us to win loyal, high-frequency customers.”
Consumer insights derived from Taobao, Tmall, Alipay, Youku and other apps in the Alibaba ecosystem assisted the food delivery platform to understand the needs of Chinese customers.