On January 6, Dai Shan, president in charge of China digital commerce of Alibaba group, issued an internal letter announcing the new organizational structure of the original Taobao tmall business.
It is understood that on the basis of adhering to the dual brand operation of Taobao and tmall, the newly established industrial operation and development center, platform strategy and operation center, and user operation and development center are respectively responsible for blowing snow, Sihan and Xuande, and report to Dai Shan. In terms of innovative business, Daofang is responsible for live broadcasting, and Qiancheng is responsible for shopping and other content ecology, and reports directly to Dai Shan, which also reflects Ali’s attention to these two businesses.
In addition, Lu Su, CTO of Alibaba group, will also serve as CTO of Taobao, and nun CCO / cro of Alibaba Group will also serve as CCO / cro of Taobao. Alibaba’s mother will continue to be in the charge of Jialuo.
Ali said that the new architecture will “comprehensively focus on user experience and customer value, eliminate inertial thinking and encourage mechanism innovation”. The establishment of three new centers means that the core businesses of Alibaba e-commerce, Taobao and tmall, are fully integrated in the background. After this round of adjustment, Taobao will form a unified platform mechanism to ensure that consumers’ shopping experience is simpler and smoother, and the development and growth of small and medium-sized businesses are more deterministic.
In other words, the new mechanism changes the previous practice that Taobao and tmall share Taobao app, but there are two different platforms, and Taobao and tmall will be fully integrated.
The organizational structure is clear, which is a further refinement of the previously upgraded “diversified governance” system. In December 2021, Zhang Yong, chairman of the board of directors and CEO of Alibaba, proposed in an internal letter that Dai Shan and Jiang Fan should be appointed respectively to take charge of the newly established “China digital commerce” (Taobao, tmall, Alibaba mom, B2C retail business group, taocai, taote and 1688) and “overseas digital commerce” (Global Express, international trade, lazada, etc.).
Statistics show that Dai Shan started from the most grass-roots customer service and sales, took the legendary “China supply iron army”, worked as the general manager of Alibaba international station, and served as the head of the group’s human resources and customer service department.
In March 2021, Ali integrated retail link and HEMA market to establish a community e-commerce business group, with Dai Shan as the president of the business group. Zhuang Shuai, founder of Bailian consulting, told the new consumption daily that Ali appointed Dai Shan to be responsible for “China’s digital business sector” and still hopes to further reduce costs and increase efficiency.
At present, among the businesses in Dai Shan’s charge, taote and others are active in the sinking market, which also allows Alibaba’s e-commerce business “taocai” to find a new growth point.
According to Alibaba’s latest financial report, 70% of the new annual active consumers come from underdeveloped regions. Among them, taote’s annual active consumers exceeded 240 million, and Gmv increased by more than 150% quarter on quarter. It is understood that during the reporting period, taote had a net increase of more than 50 million users, with a net increase of more than 40 million users for three consecutive quarters, becoming the fastest growing business of users under Alibaba. Meanwhile, the Gmv of taocai increased by more than 150% month on month.
With the “stock” of Internet traffic peaking, sinking the market has become an important way for the head e-commerce platform to seek sustainable growth. According to the research data of mob Research Institute, in the statistics of the age of sinking market, the proportion of consumers under the age of 18 increased by 2.5% from 2019 to 2020, which is the age group with the fastest growth rate. The proportion of post-95 consumers is close to 35% of users in the sinking market.
(Financial Associated Press)
