Small and medium-sized businesses will return to the "C position" of e-commerce, Taobao undergoes a huge transformation: the founder of "Double 11" fades out, Alibaba changes its leadership, Tmall | Taotian Group | founder

Release time:Apr 13, 2024 22:27 PM

The news of Alibaba Group's reshuffle has finally settled, and the rumor of "Xiaoyaozi's withdrawal" proves that it is not unfounded.

On June 20th, "Xiaoyaozi" Zhang Yong announced through a full staff letter that he will step down as Chairman and CEO of Alibaba Holdings Group on September 10th this year, and will serve as Chairman and CEO of Alibaba Cloud Intelligent Group full-time thereafter. At the same time, Cai Chongxin, the Executive Vice Chairman of the Group, will serve as the Chairman of the Board of Directors of Alibaba Group, Wu Yongming will serve as the CEO of Alibaba Group, and continue to serve as the Chairman of Taobao and Tmall Commercial Group.

Employee 19 takes over

When Alibaba announced the organizational structure of the "1+6+N" reform, some media noticed that Zhang Yong's position was limited to the board of directors of the group and Alibaba Cloud, and other businesses were not involved. There were also rumors that he would withdraw from the group management.

Zhang Yong explained the reason for stepping down: "The complete separation of Alibaba Cloud Intelligent Group has been initiated and is currently in the most critical period of upward development. It is necessary to fully devote oneself. At the same time, in order to adapt to future development norms and requirements, it is not appropriate for him to hold the positions of Chairman and CEO of both companies at the same time."

Zhang Yong joined Alibaba in 2007, took over as CEO in 2015, and took over as Chairman of Alibaba's Board of Directors from Jack Ma in 2019.

The famous "Double 11" shopping festival was founded by Zhang Yong and successfully transformed Taobao Mall into "Tmall". In 2009, Tmall launched its first "Double 11" shopping festival, and in 2021, Tmall's "Double 11" transaction volume reached 540.3 billion yuan. Since then, Alibaba has no longer announced the total transaction amount of "Double 11" shopping, which is also seen as the beginning of the decline of the online shopping festival.

Small and medium-sized businesses will return to the "C position" of e-commerce, Taobao undergoes a huge transformation: the founder of "Double 11" fades out, Alibaba changes its leadership, Tmall | Taotian Group | founder

The reform schedule of Alibaba Group shows that a new business cluster of "1+6+N" has basically taken shape, and the boards of directors of each business group have begun to operate. Multiple business listing and financing plans have also been carried out, and the holding group will mainly assume the role of innovation incubation headquarters.

At present, Alibaba's 19th employee, Cai Chongxin, serves as both the CEO of Cainiao Group and a director of Taotian Group. Wu Yongming serves as a director of the Local Life Group and the International Digital Business Group, and also serves as the Chairman of Taotian Group.

As a member of the founding team of Alibaba, Cai Chongxin is currently the Executive Vice Chairman of Alibaba Group. He previously served as the CFO of the group and led the company to go public in New York in 2014. Afterwards, he was responsible for strategic investment work. Wu Yongming has a deep technical background. He once served as the chief technology officer of several important businesses such as B2B, Taobao, Alipay, and led the construction of the underlying technical architecture of related businesses. He also led the creation of the group's core business, Alibaba Mom platform, and innovated and incubated mobile phone Taobao to promote the group's wireless.

In addition, both Cai Chongxin and Wu Yongming have years of investment and enterprise cultivation experience, successfully cultivating a large number of uniquely competitive technological innovation products and enterprises.

Re examining the value of "small and medium-sized"

In the process of constantly adjusting Alibaba's organizational structure, the logic of e-commerce is also quietly changing.

According to media reports, Jack Ma recently convened a small-scale communication with the business leaders of Taotian Group. He believes that facing the current economic situation, the next e-commerce opportunity is Taobao rather than Tmall, and Alibaba's e-commerce should "return to Taobao." This also means that Taotian Group will use greater efforts to support small and medium-sized businesses in the future, and Taotian's traffic mechanism will shift back from tilting towards Tmall to tilting towards Taobao.

This news has not yet been officially confirmed by Alibaba Group, but this year's 618 incident has shown that e-commerce platforms are re evaluating the value of small and medium-sized businesses. Major e-commerce platforms have not only launched unprecedented support policies for small and medium-sized businesses, but also brought small and medium-sized brands back to their "C" position.

Alibaba has transformed "Tmall 618" into "Taobao Tmall 618" and launched the exclusive marketing IP "618 Taobao Good Price Festival" for small and medium-sized businesses. For the first time during the promotion period, Alibaba has set up an exclusive marketing channel for small and medium-sized businesses, attracting nearly one million small and medium-sized businesses to sign up and participate in more than 10 million products. JD also provided traffic acceleration support for new merchants during the 618 shopping festival, with 40% of new stores receiving up to twice the traffic acceleration. The "New Store Gift Pack" has saved merchants a total of 150 million yuan in store opening costs. Even the beauty watch company, which specializes in branded products, will open up cooperation with small and medium-sized businesses such as Taobao C Store in the vertical category of "All Girls' Wardrobe Live Streaming Room".

The return of small and medium-sized businesses has to some extent saved the decline of "618": while major e-commerce companies remain silent on the GMV of total sales, they vigorously promote the "sense of gain" of small and medium-sized businesses.

According to Alibaba data, over 2.56 million small and medium-sized businesses achieved a small breakthrough of "10000 yuan transactions" this year on 618, surpassing the same period last year. New brands worth billions of yuan include time-honored brands and cutting-edge domestic products, such as Laomiao Gold, Caibai, Lafite, and Youshiyan. The overall year-on-year growth rate of GMV of the cooperative brand of Ruoyuchen, an e-commerce agency operation platform, reached 62%, with an average year-on-year growth rate of over 100% for about 20 brand stores. Among them, the growth rate of the health and cleaning categories was outstanding. On the opening day of JD 618 this year, 60% of new merchants achieved a 5-minute turnover exceeding the daily average in May, and nearly 50% of small and medium-sized merchants saw a growth of over 200% in turnover.

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