The organizational structure adjustment of Taobao Tmall will be greatly integrated, which is the first round of organizational structure adjustment initiated by Dai Shan, the president in charge, after he officially took charge of the digital business section of Ali China in 2022. The organizational structure adjustment of Taobao Tmall will be greatly integrated.
The organizational structure of Taobao Tmall will be adjusted and integrated. 1 Yesterday, Dai Shan, president of Alibaba Group in charge of digital business in China, issued an internal letter announcing the new organizational structure of the original Taobao Tmall business. The new architecture will pay full attention to user experience and customer value, eliminate inertia thinking and encourage mechanism innovation. One of the adjustments has attracted the most attention: on the basis of adhering to the dual-brand operation of Taobao and Tmall, an industrial operation development center, a platform strategy center and a user operation development center have been newly established.
The establishment of three new centers means that the two core businesses of Ali E-commerce, Taobao and Tmall, are fully integrated in the background. Although Taobao and Tmall used this APP before, there are two different platform mechanisms. Taobao mainly focuses on small and medium-sized businesses and diversified long-tail sources, while Tmall mainly serves brand businesses. Ali said that under the new mechanism, both brands and SMEs will operate under the new unified platform mechanism. The newly established user operation and development center is to continuously optimize the consumer experience link from the user product level, and bring consumers a simpler, smoother and more relaxed experience.
On June 65438+1 October1this year, the digital business section of Ali China was formally established. On behalf of Ali Group, Daishan is in charge of the first-level institutions such as Taobao (including Taobao, Tmall, Ali Mama), B2C retail, Taobao Caicai, Taote and 1688.
Alibaba's financial report shows that as of September 30th, 20021year, 953 million annual active consumers in Alibaba's ecosystem came from China market. China retail market has 946 million monthly active users (MAU), an increase of 65 million over the same period last year.
The organizational structure adjustment of Taobao Tmall will be greatly integrated. On October 6th, 265438/kloc-0, Dai Shan, president of Alibaba Group in charge of digital business in China, issued an internal letter, announcing the new organizational structure of the original Taobao Tmall business, which was the first adjustment of the organizational structure after Dai Shan officially took charge of digital business in Ali China in 2022.
In terms of specific adjustment, on the basis of adhering to the dual-brand operation of Taobao and Tmall, three new centers have been set up-industrial operation development center, platform strategy center and user operation development center, which are responsible for blowing snow, thinking letter and publicizing morality respectively, and reporting to Dai Shan.
In terms of innovative business, Daofang is responsible for live broadcast, and Qiancheng is responsible for shopping and other content ecology. The two reported directly to Daishan, which also reflected Ali's emphasis on these two businesses.
In addition, Lu Su, CTO of Ali Group, will concurrently serve as CTO of Big Taobao, and CCO/CRO teacher of Group will concurrently serve as CCO/CRO of Big Taobao. Ali's mother will continue to run Jia Luo.
In the past, Taobao and Tmall both used Taobao as an App, but there were two different platform mechanisms. For example, Taobao focuses on small and medium-sized businesses and diversified long-tail sources, while Tmall focuses on serving big brand businesses. The newly established three centers mean that the two core businesses of Ali E-commerce, Taobao and Tmall, are fully integrated in the background.
After this round of adjustment, Taobao will form a unified platform mechanism, and both brands and small and medium-sized businesses will operate under the new unified platform mechanism. Ali said that the merchant service capabilities accumulated through Tmall business and Taobao business in the past will fully serve all merchants and give them a better experience. The industry operations of Taobao and Tmall will be fully open, and the growth path of small and medium-sized businesses will be clearer.
Ali said that the new architecture will "pay full attention to user experience and customer value, eliminate inertia thinking and encourage mechanism innovation", and at the same time ensure that consumers' shopping experience is simpler and smoother, and the development and growth of small and medium-sized businesses are more certain.
In the organizational restructuring on June 6th, 65438 last year, Dai Shan took over from Fan Jiang to take charge of the "Big Amoy Department", which marked the re-concentration of Ali's power center and e-commerce business. The Amoy Department and the B Department were fully established for the first time in history, including Big Taobao (including Taobao, Tmall and Ali Mama), B2C retail business group, Amoy Caicai, Taote and 1688. She is one of Ali's "eighteen arhats" and the only founder of Ali who leads troops to fight in the front line of business.
In this new structural adjustment, Tao Tao departments have further gathered together. In the past, Tmall and Taobao set up business groups respectively, and the business industries operated separately. This time, the two business groups merged into three centers.
Ali also explained the specific functions of the newly established three centers. The industrial operation and development center will move from industrial operation to industrial operation, providing in-depth services for businesses and providing consumers with the life-cycle operation and commodity operation capabilities of small and medium-sized businesses. Each vertical industry will also establish a customer experience evaluation team, taking customer satisfaction as the yardstick of industry management level.
The newly established platform strategy center will upgrade the platform mechanism, promote the wide application of intelligent technology, establish an all-round digital product system for merchants, and improve the insight into medium and long-term consumption trends and the ability to respond quickly to consumption feedback.
The newly established user operation and development center is to continuously optimize the consumer experience link from the user product level and bring better user experience to consumers.
Earlier, Ali introduced the specific strategy of the newly unified "China digital commerce" plate on Investor Day. Ali said that the "multi-terminal strategy" has promoted the continuous expansion of platform consumption scale and is also the key to the future growth of China's retail market business. Ali's business strategy is gradually shifting from relying on Taobao, a super app, to an application matrix composed of Taobao APP, idle fish, Taobao and other special products.
"Although the consumer business is facing tremendous competitive pressure, we have established a broad matrix to meet the diverse needs of users." Zhang Yong, Chairman and CEO of Alibaba Group, said that Alibaba's annual consumer scale has reached 953 million, and it is impossible to meet all the needs only through a single product and service, which is an important prerequisite for Alibaba to build a consumer business matrix.
However, the user bonus of e-commerce environment in China has gradually peaked. In the past year, Ali has also undergone significant changes. For example, the Tmall double 1 1 record came late; When talking about competition, Ali's attitude has also become: compared with the pursuit of growth speed, 202 1 double 1 1 pays more attention to the quality of growth and customer experience, that is, it no longer emphasizes the performance of market results and competition, but pays attention to self-cultivation and the changes of consumer experience.
At present, how to maintain users' spending power and attention for a long time has become a difficult problem that all e-commerce platforms, including Taobao, hope to overcome.
The organizational structure of Taobao Tmall will be adjusted and there will be great integration. 3 June 6, 2022 65438+1October 6, 2022, Dai Shan, President of Alibaba Group in charge of digital business in China, issued an internal letter announcing the brand-new organizational structure of Taobao Tmall business. A month ago, on February 6th, 20021+65438, Ali announced that the company had upgraded its "diversified governance" system, and appointed Dai Shan and Fan Jiang to take charge of the newly established "digital commerce in China" and "Overseas digital commerce" respectively.
On the sixth day after Dai Shan officially took the post of President in charge of Ali's "China Digital Commerce" section, the structural adjustment of "Big Taobao" was quickly released. Details of this adjustment are as follows:
Taobao business group and Tmall business group are integrated into three centers, namely the user operation and development center, which is under the responsibility of Xuande; Establish an industrial operation development center in the business dimension, which is responsible for blowing snow; Establish a platform strategy and operation center, which is under the responsibility of Sixin.
Taobao live broadcast and shopping continue to operate independently, and Daofang and Qiancheng are respectively responsible; Other innovative businesses will be controlled by the business president alone in accordance with the organizational strategy of "diversified governance".
Ali's mother continues to run Jia Luo.
The CTO and CCO/CRO of Ali Group are also the CTO and CCO/CRO of Big Taobao.
The "China Digital Business Sector" established by Ali last year includes Taobao (Taobao, Tmall, Ali Mama), B2C retail, Taobao Caicai, Taobao and domestic trade. The adjustment of organizational structure mainly focuses on the big Taobao, especially the "comprehensive integration" of Taobao and Tmall.
The comprehensive integration of Taobao is expected, but the speed of adjustment is unexpected. Daishan is indeed as vibrant as ever.
Why did Daishan do such a design? What is Ali's logic in changing Taobao?
First, return to tradition.
Dai Shan is an employee of AliNo. 1 1. Employees are used to calling her "M M". She is the only one among the eighteen arhats who is still in charge of first-line business. Since 1999, she has worked in Ali for 22 years. Daishan has worked in sales, marketing, customer service and human resources. He has served as the chief talent officer and chief customer service officer of Ali.
On 20 17, Daishan returned to B2B as the president. From 20 19, she is also responsible for developing businesses such as box horse, village scouring and smart agriculture. During this period, Daishan led the B2B team to incubate Taote and Taocaicai successively. Taote has gained 240 million users in just two years, while TaoCaicai has integrated a number of community group purchases within Ali.
It can be seen from this series of experiences that the characteristics of Daishan have always been to be an industrial e-commerce and consumer e-commerce, running across the front line, working in the middle and backstage, being able to mobilize the army and being good at fighting tough battles.
"Forging hard camps and fighting plain battles" is Ali's "tradition". Although Taote and Taocaicai started late, they can stand out in the fierce battle, relying on some traditions of Ali. As a typical "traditional" Ali, Daishan leads the integration of Taobao, which is also the embodiment of returning to a certain tradition.
Daishan likes to tell employees the history of Ali internally. She said, "When Ali 1999 was established, each of us was a customer service".
There are two pieces of information that are most easily overlooked, but they unlock the fusion password of Big Taobao: 1. Daishan is the first female president of Big Taobao, and her unique female perspective is exactly what Ali needs now and in the future; 2. Daishan has been the Chief Customer Service Officer (CCO) of Ali Group for two and a half years. During CCO, Daishan launched services such as fast refund, Ali Xiaomi and Tmall worry-free purchase. Paying attention to user experience and creating customer value has always been praised by Daishan in her 22-year career.
It is said that whenever Daishan goes to a city, she will visit the local vegetable market. At the same time, Daishan is also a senior Taobao consumer. She is an APASS member of Taobao. Dai Shan introduced herself, "I am a frontline, and I like going to the countryside".
In the increasingly fierce and even tragic e-commerce game, the success of Taote and Taocai, for Ali, is not only the improvement of morale, but also the return to a certain tradition-the understanding and persistence of "customer value".
Looking back on history and reflecting on "customer value" is the driving force for Daishan to lead the integration of this big Taobao. Therefore, there is a connection between Taobao and Tmall, and three centers are set up: the user operation and development center for consumers, the industrial operation and development center for merchants, and the platform strategy and operation center linking consumers and merchants.
Dai Shan summed up this adjustment as "paying full attention to user experience and customer value, eliminating inertia thinking and encouraging mechanism innovation".
It should be said that this adjustment is in line with Ali's positioning and has created a "service as one" organizational system for consumers and businesses. This is why the CTO and CCO/CRO of Ali Group are also the CTO and CCO/CRO of Big Taobao.
Previously, Ali's "multi-end strategy", such as Taobao, Taote and Idle Fish, covered multiple shopping scenarios, mainly because of the differences in organizational vitality and service scenarios. The integration of big Taobao this time is due to the return of "customer value". Users should have a consistent service experience whether shopping on Taobao, Tmall or Taote. For merchants, no matter what kind of platform, what they ultimately want to see is the most practical and authentic sales data and growth.
Second, the heart is hard and the battle is dull.
Ali has a saying "embrace change". The restructuring on June 6th last year, 65438+February 6th, divided the business into domestic and international parts. In order to answer a question, how did Ali keep growing? The integration of Taobao and Tmall is the refinement of the above answers. It is answering a question, how does Ali do a good job in the domestic market?
By September 30th, 20021,Ali had 953 million users in China market, among which Taote and Taocai had 270 million active consumers, up by 200% year-on-year. It only took 18 months for Taote to reach 240 million active consumers. The scale of 953 million users is far from the number of10.110 million netizens. In fact, both Taobao and Taote still have room for further growth, but on the other hand, the growth of the user scale of the whole industry has begun to peak. What Ali needs to do may be more efficiency optimization, which includes both the optimization of consumer experience and the improvement of commercial services.
The reason why Dai Shan is in charge of the digital business section of Ali China is because of her background of "both offensive and defensive". The user growth task of Ali e-commerce is completed by Taote and Taocai, which is an "attack". The integration of big Taobao emphasizes user experience and customer value while "guarding" to maintain the loyalty and activity of users and businesses.
In the past 202 1, Ali launched a series of measures to lower the operating threshold and reduce the operating cost of the platform, including simplifying Taobao store opening, canceling the poly-cost-effective deposit, opening a new Taobao store for one-on-one training, and providing business personnel free of charge. The newly established industrial operation and development center goes further, which means that Big Taobao will form a unified platform mechanism to ensure consumers' shopping experience and provide more convenient and unified services for small and medium-sized businesses.
According to reports, the newly established industrial operation development center will move from the original industrial operation to industrial operation, providing global businesses with life-cycle consumption operation and commodity operation. It is said that Ali will set up commercial operation centers in 20 cities across the country in 2022. This idea actually follows the organizational tradition of Alibaba B2B era.
Last July, Zhang Yong said that Ali's very important position and direction in the future is to become a two-wheel drive company of consumer Internet and industrial Internet. The integration of big Taobao is actually to strengthen both consumption and industry through the adjustment of organizational structure.
Consumption and industrial upgrading at both ends mean more sophisticated services and more sophisticated operations. An extremely inconspicuous footnote is that the improvement and upgrade of Taobao search is more vertical, and different content structures and decision-making information are presented to consumers according to the category characteristics under different search terms. For example, when searching for "grapefruit" and "pear" in Taobao, the search bar will prompt the structural classification of red heart grapefruit, honey grapefruit, Wendan grapefruit, white heart grapefruit and grapefruit.
It is worth noting that while Taobao and Tmall merged, Taobao live broadcast and shopping continued to operate independently, with Daofang and Future being responsible respectively and reporting directly to Daishan. Taobao live broadcast and shopping were originally under the business framework of Taobao platform. This adjustment actually means that the status of Taobao live broadcast and shopping in Taobao is improving. Taobao's original content strategy continues.
Finally, let me make a small conclusion: in the context of the peak growth of the entire Internet industry, Ali needs to accelerate the pace of internationalization, and at the same time, it needs to optimize and upgrade the domestic e-commerce ecosystem. The integration of big Taobao is imminent. Taote and Taocai. com seek the growth of user scale. Taobao Tmall integration seeks the promotion and upgrading of consumer shopping experience and merchant service experience. Internet bid farewell to the era of extensive growth. Now and in the future, it is a protracted war and infiltration war step by step.
As Dai Shan once said, "Only users can decide how far Ali can go".
According to the popular saying on the internet, spell it.