A video advertisement featuring retired NBA star Kobe Bryant as a ping-pong player and his coach using food ordered on Ele.me to encourage him to beat his competition is expected to go live across China from today. The advertisement marks Bryant’s first-ever endorsement for a Chinese internet company, said Ele.me, the online food ordering and delivery app backed by e-commerce giant Alibaba Group…Full Article: ECNS.cn July 2016

Key Point

  • According to Ele.me, the e-commerce platform processes 5 million orders per day and has 70 million users. The company does business in approximately 700 Chinese cities.

ChinaAg Comments

  • In April 2016, Eleme received US$1.25 billion in financing from Alibaba Group Holding and Ant Financial Services Group (Alibaba’s financial division). In addition, Eleme stated it would work with the online payment application Alipay (Alibaba).
  • In March 2016, Eleme was fined CNY 120,000 (~US$18,400) stemming from a November 2015 violation of Chinese food safety laws relating to working with non-licensed Beijing restaurants who uploaded fake photos and addresses.
  • In 2012, US basketball star Shaquille O’Neal was featured in Harbin beer advertisements.
  • In July 2011, Eleme expanded into the cities Beijing and Hangzhou, and later into Guangzhou and Tianjin in March 2012.
  • Founded in 2009 and headquartered in Shanghai, Eleme (“Hungry Yet?”) is an e-commerce platform that focuses on restaurant food delivery.

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