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Baidu Waimai rebrands as Star.Ele

Oct 15, 2018 by The Passage Team
Baidu Waimai rebrands as Star.Ele

Baidu Waimai, China’s third-largest takeaway service, announced on Oct 15 that it has rebranded as Star.Ele, almost more than a year after being acquired by its major rival Ele.me.

Star.Ele will run as a sub-brand of Ele.me to offer premium food and local services from selected vendors, targeting at higher-end food delivery market. Wang Jingfeng, vice president of Ele.me will be appointed as CEO of the new unit.

The merger between Baidu Waimai and Ele.me represents a shift in the changing landscape of China’s online food delivery industry from tripartite confrontation among Tencent-backed Meituan, Alibaba-backed Ele.me and Baidu Waimai to head-on battle between the first two.

Source: Technode

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