Baidu Waimai rebrands as Star.Ele to target at higher-end food delivery market

Baidu Waimai, China’s third-largest takeaway service, announced today that it’s rebranded as Star.Ele, more than one year after being acquired by its major rival Ele.me, our sister site TechNode Chinese is reporting.

Retaining a former red color scheme for its new logo, Star.Ele will run as a sub-brand of Ele.me to offer premium food and local services from selected vendors. Wang Jingfeng, vice president of Ele.me, will be appointed as CEO of the new unit.

For over a year after the acquisition, Baidu Waimai has been operating under its old brand. But rumors about its rebranding prevails while Ele.me promised to continue operating the two brands separately during the takeover.

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