Author: Zhan Guang (Dean of Laogao E-commerce School of Management)

This article is 1200 words, and the reading time is 3 minutes

Alibaba officially announced that from January 1, 2022, Ali's business sector will be redivided according to the logic of domestic and foreign business, with Dai Shan and Jiang Fan in charge respectively.

Specifically, Jiang Fan is about to step down as president of Tmall, Taobao and Alimama business groups, and will be replaced by Dai Shan, one of the "Eighteen Arhats". Jiang Fan is the head of Alibaba's "overseas digital business sector", in charge of AliExpress, Lazada and Ali international trade.

This marks that Mao Tao's Jiang Fan is metabolizing. From 2013, when he was responsible for promoting the "All in Wireless" strategy, to 2017, to 2017, to 2019, he was appointed as the president of Tmall, Taobao and Alimama, Ali has been deeply branded by Jiang Fan. The important period of the rapid development of China's e-commerce is inseparable from Jiang Fan.

Jiang Fan's military achievements are impressive, and there is no one else who is better than Ali's "Eighteen Arhats".

The first major contribution is to "rebuild Taobao", leading Alibaba's "all in wireless" strategy, making mobile Taobao the king of the mobile e-commerce era.

The second major credit is "rebuilding Tmall", when Jiang Fan took charge of Tmall Taobao in 2019, he put forward the goal of "rebuilding Tmall", that is, doubling GMV in three years, from 2 trillion to 4 trillion. Alibaba's FY2021 annual report shows that Tmall GMV increased by 26% to 4,034.5 billion.

In the face of the pressing of Pinxi and new media, Jiang Fan's countermeasure is not to compete with Pinxixi for the number of users, but to let users buy more!

He put forward the three strategies of "new customers, new products and new stores", focusing traffic on the head merchants with innovative capabilities , subverting the original ecosystem of Maotao's traffic scattering and rain and dew evenly wetting , and ensuring the growth of head sellers.

Since the efficiency of new products is 1.7 times that of old products, and the UV efficiency of head stores is 3~5 times that of small stores, the traffic can be channeled to head stores with new product operation capabilities, which can maximize the revenue of the platform.

The data says it all: in the past year, the per capita consumption of Ali's active users was 9,200 yuan, and the per capita consumption of Pinxixi was 2,115.2 yuan, which is 4.3 times that of Pinxixi!

This time, Dai Shan, who is in charge of Ali's 2B business, took over from Jiang Fan, Dai Shan does not understand 2C business, and Dai Shan is in charge of both 2B and 2C business, which is too burdensome. Clearly, Ali has adopted a defensive strategy rather than an offensive strategy for its domestic operations. The offensive strategy shifted to overseas battlefields and continued to put Jiang Fan in command.

Therefore, it may be difficult to make a revolutionary breakthrough in Maotao after Jiang Fan. However, Alibaba's overseas business is worth looking forward to.

Jiang Fan is not a descendant of Ali's eighteen Arhats, but the leader of the "miscellaneous army" who was incorporated by Ali. In 2010, he founded Umeng, a global data service provider, and was acquired by Alibaba for $80 million in 2013. Jiang Fan was entrusted with an important task and trained to become the third generation of successors, which shows Ali's meritocracy, openness and inclusiveness.

In the past two years, Jiang Fan has launched a recommendation algorithm, a new product strategy and a big store strategy, and all e-commerce companies that do a good job in new products and focus on resources to make big stores have made a lot of money and continued to grow. In general, there is meat to eat with Jiang Fan.

Jiang Fan drank three bowls of Zhuangxing wine, and the fresh clothes and angry horses rushed to the overseas battlefield, can he replicate the success of Tmall and Taobao? We'll see. The head merchants with a keen sense of smell will continue to follow Jiang Fan to the sea, and there is a high probability that this wave of people will make money in new markets.