Taobao Changes: Jiang Fan Is Still In Charge Of Ali'S E-Commerce Warship

After the end of double 11, Taobao's routine organizational adjustment also came as scheduled.

On December 11, a modest appointment email was sent to Taobao employees. Judging from the appointments conveyed by e-commerce, compared with the previous e-commerce organizational structure, the originally relatively decentralized business began to focus on several core executives.

In the eyes of many people in the industry, Jiang Fan seems to have been decentralized.

However, different from previous years, the open letter of this organizational adjustment was not from Zhang Yong, chairman and CEO of Alibaba, but was released by Jiang Fan, and signed as the president of Taobao tmall. This sends a signal to the outside world that Jiang fan is still firmly in charge of Ali's e-commerce warship.

The appointment of Tang Xing (pingchou) was put in the first place. Pingchou was originally responsible for the technology and content ecology of Amoy system. After joining Ali in 2019, the former iqiyi CTO has led several battles in Ali, including serving as the technical commander-in-chief of Alibaba double-11 for two consecutive years, leading the most important revision of this year's Taotao and comprehensive information flow. This time, search and recommendation services are also included in the scope of horizontal command to improve the business collaboration in the process of product upgrading.

From the beginning of the year to around the double 11, Taobao's content strategy gradually became clear. Taobao has tasted the sweetness in the content e-commerce form of Taobao live broadcast -- in 2019, the Gmv will reach 200 billion yuan, and this year's target will be 500 billion yuan. Taobao has begun to make a larger-scale move to the content ecology. Guide businesses to produce more short videos, set up "Browse" to introduce more content producers and MCNS, compete for user time with content, and form an internal circulation of traffic conversion within the platform

Pingchou said at the hand Taobao revision conference that "browsing" is a centralized content field placed on the home page of Taobao. For a long time in the future, it will be the most important content center of Taobao.

"Alibaba will go further and more radical on the way of content-based, video based and personalized traffic distribution mechanism, and some plates look more like tremolo."

In addition to the product is more like a fierce short video competition, the organizational structure after the upgrade also has a trend to be close to the competitors.

Technology line integration, business line centralization, and business line concentration.

Originally, three persons in charge of tmall's five major industries were tied together, and Yang Guang (blowing snow) began to be fully responsible for the operation of tmall's businesses and industries. In addition to the original consumer electronics and home furnishings, the automobile and the clothing fashion and fast consumption that Hu Weixiong (Gu MAI) was responsible for were all under the command of blowing snow. In addition, it also led jusuan, tmall marketing center and tmall business strategy department.

According to media reports, before the upgrading of the organizational structure, Gu Mai was taken away by the police for "suspected corruption". Many insiders revealed that Gu Mai had a close relationship with Jiang Fan before.

After handing over the operation Department of juhuasuan and tmall platform, the main line of Liubo (Jialuo) has shifted from the original marketing and user growth to commercialization. All commercial businesses are integrated under Jialuo, including tmall Business Marketing Center (including the original tmall brand marketing center and some commercial teams) and Ali mom business group.

Ali's mother further integrated into the Taoxi department, and constantly "degraded" its architecture. Ali's mother's main business is to provide advertising and marketing services for businesses to help Ali realize its traffic. As the most important traffic platform of Alibaba, tmall Taobao's search advertising, information flow advertising and effect advertising all achieve revenue through Ali's mother. The relationship between the flow inside and outside the station is one of the ups and downs. Therefore, Ma Yun once warned, "shopping guide websites like Meili said and mushroom street should be controlled, and excessive external traffic should be prevented from concentrating on a few."

Zhang Yong had hoped that Ali's mother would go out of Taobao and serve a wider range of customers. When the organization was adjusted in 2019, Ali's mother returned to Taobao system, and Jiang Fan, President of Taobao tmall, took over Ali's mother. Ali's mother gives priority to Taobao tmall.

In May 2020, Zhang Yifen, President of Ali's mother, left the company, and the business was split. Only the products were still reported to Jiang Fan. In the latest adjustment, Ali's mother business group is integrated with other commercial teams, and no longer reports directly to Jiang Fan.

Ali's mother's "demotion" on the one hand is to deepen the integration with the Amoy department, on the other hand, along with Ali's mother's failure in blocking the flow of cake outside the station.

At the same time, Ali's mother added 6% commission to Taobao's customers outside the station last year. This has raised the threshold for businesses to bypass the flow of Alibaba, and a number of brands that set up flagship stores in tmall complained repeatedly during the diversion outside the station. At an industry exchange meeting held by Kuaishou, a brand agent asked if Kuaishou could help reduce the Commission. The person in charge of Kuaishou's business said there was nothing to do. This is the rule of Taobao platform and can only adapt to it. But even if they have to pay 6% more, businesses are still flocking to short video platforms, which have huge and cheap traffic.

The daily life of 600 million Shuo Yin was once an important traffic entrance of Taobao. When the Shuo Yin began to implement the closed-loop strategy of using high-frequency (content) to beat low-frequency (e-commerce), only about 100 million of daily life's taoyin were eager to get rid of the influence of the forest, just as it once cut Baidu, Meili Shuo mushroom street and wechat.

From the recent organization and product upgrading actions of Taoxi, we can see that the content ecology and information flow distribution represented by "shopping" and live broadcasting are at a very high strategic priority.

The logic behind this is that Ali hopes that buyers will have a longer stay in Taobao. Instead of using Taobao only when they have a clear demand, they have developed into a habit of visiting Taobao. Thus in the platform for businesses to provide a huge, cheap new traffic, will shake quickly snatched back again.

Ali's mother has to serve.

Once the content e-commerce closed-loop construction of Amoy system is successful, the "degraded" Ali mother will usher in a vast experimental field.

As a giant, Ali still has the potential to run, but the uncertainty of the market has increased significantly. In terms of e-commerce, both pinduoduo is catching up with Taobao users; on the other hand, chukuai is striving to grab traffic and share the cake; in the field of local life, meituan's profitability is also accelerating, and Ali is inferior to pinduoduo, meituan and didi in the new outlet of community group buying.