“外卖接力”已落地50多城 “城市骑士日”淘宝闪购持续打通外卖最后100米

This article introduces an innovative last-mile delivery service launched by Taobao Flash Sale, along with a series of welfare benefits for delivery riders. Key takeaways are as follows:

1. On delivery innovation: Taobao Flash Sale has rolled out a "relay delivery" model to address delivery challenges in hard-to-serve locations including shopping malls, hospital campuses and large residential communities. The model is now active in more than 50 Chinese cities, and uses segmented collaboration with dedicated staff for in-premise pickup: riders can pick up orders directly at relay stations without entering the site. At the Shanghai Bund station, for example, the entire pickup process takes just one minute. The model effectively resolves riders pain points of parking difficulties and long waiting lines, while also easing peak-time congestion at delivery locations.

2. On rider welfare: Taobao Flash Sale has fully rolled out its "New Occupational Injury" insurance coverage across 31 provincial-level regions and the Xinjiang Production and Construction Corps. The platform pays full premiums for all riders, covering 100% of riders and every single order they complete. In summer, the platform also runs its "Orange Care Program", which provides free heatstroke insurance, automatic high-temperature allowances, and specialized coverage for female and disabled riders.

This article reveals Taobao Flash Sale’s latest developments in last-mile delivery and rider protection, offering insights for brands operating in the instant retail space. Key takeaways are as follows:

1. Upgraded delivery unlocks new room for experience improvement: Competition in instant retail has now extended to the last 100 meters of delivery. Taobao Flash Sale’s "relay delivery" model solves delivery difficulties at high-priority locations including core business districts, hospitals and large residential communities, and significantly boosts delivery efficiency. When expanding instant retail operations to these locations, brands can leverage the platform’s proven model to cut last-mile delivery costs and improve customer delivery experience.

2. Align with the growth trend of instant consumption: The platform’s comprehensive rider protection system improves delivery stability and reduces customer complaints caused by delivery delays. Brands can align with the platform’s various initiatives, optimize their in-store order preparation processes, strengthen operational advantages in instant retail channels, and capture growth opportunities from the ongoing upgrade of instant consumption.

This article outlines Taobao Flash Sale’s new initiatives in delivery and rider protection, offering actionable insights for sellers engaged in instant retail. Key takeaways are as follows:

1. New market opportunities: Taobao Flash Sale has rolled out the "relay delivery" model in more than 50 cities, and is building rider-friendly communities in 10 cities, resolving long-standing last-mile pain points. The model has drastically improved delivery efficiency at previously hard-to-serve locations including shopping malls, hospitals and large residential communities. Sellers operating in these areas can leverage this last-mile upgrade to expand their business scope and boost order conversion.

2. Operational guidance: The platform’s full rollout of "New Occupational Injury" insurance and summer-specific rider welfare programs improves rider retention and job stability, which reduces after-sales disputes for sellers caused by delivery delays. Sellers can proactively adapt to the platform’s new delivery model, optimize in-store order preparation, and streamline pickup handoffs to further improve operational efficiency and unlock greater growth.

This article focuses on innovation in instant retail last-mile delivery, offering valuable insights for factories serving the instant retail sector. Key takeaways are as follows:

1. New business opportunities: The instant retail sector is growing rapidly, and Taobao Flash Sale has rolled out its "relay delivery" model in more than 50 cities to resolve last-mile pain points. The continuous expansion of the delivery network drives sustained growth in instant retail order volumes. Factories producing fast-moving consumer goods, daily necessities and food products can capitalize on the growth of the instant retail channel, develop products tailored to the delivery and consumption needs of instant retail, and build a new growth curve for sales.

2. Insights for digital transformation: Taobao Flash Sale developed its innovative solution by directly addressing core pain points for delivery riders, and this user-centric, problem-focused approach is valuable for factories to learn from. When advancing digital and e-commerce transformation, factories need to identify core pain points in key industrial chain links and make targeted adjustments to truly improve their market competitiveness.

This article reveals the latest industry developments in instant retail last-mile delivery, offering references for delivery-related service providers. Key takeaways are as follows:

1. Industry pain points and development trends: With the rapid growth of instant retail, the industry’s core pain point has shifted from order matching to pickup, delivery and access in the last 100 meters. Riders face persistent difficulties of parking and long waiting lines, while venues such as shopping malls struggle with peak-time congestion. Meanwhile, occupational protection for gig riders has emerged as a core focus for the industry and the broader public, representing a new direction for service providers to expand their business.

2. Proven reference solutions: Taobao Flash Sale’s segmented "relay delivery" model has been tested and rolled out in more than 50 cities, and addresses pain points for both riders and venues simultaneously. For occupational protection, the platform has launched full-coverage "New Occupational Injury" insurance paired with various specialized welfare benefits. These field-tested solutions can serve as a reference for service providers to optimize their own service offerings.

This article introduces Taobao Flash Sale’s latest practices in last-mile delivery and rider protection, offering operational and strategic references for other instant retail platforms. Key takeaways are as follows:

1. Core demands from both supply and demand sides: Merchants need stable, efficient last-mile delivery capabilities to improve user experience, while riders need better working conditions and occupational protection. Taobao Flash Sale’s "relay delivery" model solves the last 100-meter challenge, and its full-coverage "New Occupational Injury" insurance perfectly matches the core demands of both sides. This demand-aligned approach can be learned by other platforms.

2. Operational management and risk mitigation: Rolling out these services requires collaboration with local governments, non-profit organizations and venue partners, as demonstrated by the Shanghai Bund station, which was launched in partnership with the local sub-district, a foundation and a shopping mall. This collaboration approach can also support the development of rider-friendly communities and win support from multiple stakeholders. Comprehensive rider protection also helps platforms mitigate labor-related risks, improve rider retention, attract more merchants and boost merchant recruitment efforts.

This article presents the latest practical developments in instant retail industry innovation and protection for new forms of employment, offering high reference value for relevant researchers. Key takeaways are as follows:

1. New industry trends and business model innovation: After years of development, competition in instant retail has moved deep into the last 100 meters of delivery in segmented scenarios. To address delivery difficulties in venues including shopping malls, campuses and large residential communities, Taobao Flash Sale has launched the segmented "relay delivery" business model, which now covers more than 50 Chinese cities. The company is also rolling out rider-friendly communities across multiple cities, providing a actionable, field-tested case of last-mile delivery innovation for the instant retail industry.

2. Practical progress on emerging industry challenges: Occupational protection for workers in new employment forms is a core topic in current industrial and policy research. Taobao Flash Sale has rolled out full-coverage "New Occupational Injury" insurance nationwide, covering 100% of riders and every order, and launched a multi-dimensional rider welfare and protection system. This provides a practical case for resolving the issue, and also offers a reference for improving relevant policies.