Taobao, Tmall, And Personnel Changes Will Be Normalized.

The "Qiao Feng era" lasted for only one year.

On the evening of March 6th, Alibaba group's intranet announced the appointment and dismissal announcement: "after the group decision, Zhang Jianfeng was appointed as the head of Taobao, Tmall and Juhuasuan business, reporting to COO Zhang Yong (Xiaoyao Zi).

At the same time, Wang Yulei (Qiao Feng) was relieved from his post as president of Tmall. "

The announcement also mentioned, "we look forward to the new team in support of the" universal Taobao, quality Tmall, vitality Juhuasuan "layout.

The word used by Alibaba is "no".

Wang Yulei was president of Tmall in March last year.

This year, Alibaba successfully landed at the New York Stock Exchange, of which Tmall did not fail.

In September 19, 2014,

Successfully listed in the United States, financing $25 billion, in the name of "the largest IPO in history" was written in the history of the capital market.

A lot of things happened to Tmall this year.

There are good and bad.

In November 11, 2014, Tmall double eleven trading volume exceeded 57 billion 100 million yuan, at 13:31 noon trading volume that is 36 billion 200 million yuan, no doubt broke last year double eleven Tmall created the world's largest shopping day paction record.

In August, Tmall launched Tmall's new fashion, fashion unbounded and 2014 Tmall autumn and winter fashion show.

According to the data released by Tmall, in the same period, there were more than 300 thousand domestic and overseas new products in autumn and winter, and more than 300 stars and the same commodities. During the period of brand activities, turnover increased by 5 times to 11 times compared with that in 2014.

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The core idea of Wang Yulei in charge of Tmall is brand.

In April last year, shortly after he took office, he announced that "brand fashion became the strategic focus" at Tmall's annual strategic meeting. He advocated brand upgrading to attract famous brands from offline to online, especially the category of clothing and cosmetics.

By the beginning of 2015, over 20 international cosmetic brands such as Lancome, Ou Biquan, Estee Lauder and so on, more than 270 international apparel brands such as Paul frank, GAP, Levi's, Esprit and GUESS had opened flagship stores in Tmall, including many luxury brands such as Burberry.

In addition to these achievements, Tmall also had some bad things happened last year.

For example, "hammer sales incident" and "Tesla's" dove incident ".

In addition, the overall situation of Juhuasuan business under Wang Yulei is not optimistic.

Many sellers who participated in Juhuasuan told the interface reporters that Juhuasuan's businesses were hard to make profits last year and consumers were losing.

In the seller's view, he joined Juhuasuan last year, more for sales ranking.

Tmall's personnel adjustment is the reintegration of Alibaba's retail business.

According to the new plan, Taobao, Tmall and Juhuasuan will be unified by Zhang Jianfeng in charge of the three major businesses.

After several years of gradually disassembling Tmall and Juhuasuan from Taobao platform, Alibaba began to consider how to make these businesses better coordinated.

Alibaba said: the unified planning and management of China's retail platform (Taobao, Tmall, Juhuasuan) will strengthen the resource integration and unified planning among platforms, and strengthen and guarantee the organization form, so as to achieve "universal Taobao, quality Tmall and vitality Juhuasuan".

Zhang Jianfeng, one of Alibaba partners, joined Alibaba group in July 2004 as the architect of Taobao technology department. Later, he took over many positions in Alibaba, including Tmall and Juhuasuan, and March 2014 replacement language Zhang Yu.

CEO.

According to the internal evaluation of Zhang Jianfeng, the style of Ma Yun's work is more radical. The inside person is called "little Ma Yun", and the style of action is similar to that of Ma Yun.

Nowadays, the three departments of Taobao, Tmall, Juhuasuan and Ali are all managed by one person. This means that the development direction and trend of the next platform will change.

According to the reporter, Zhang Jianfeng's operation idea is to support big sellers, improve performance, tilt high-quality sellers, and promote marketing activities, all data based, like using the elimination mechanism.

Since last year's three quarter financial report was released, Alibaba has begun to face the pressure of capital market because its business growth is not up to expectations.

The troubles of "SAIC white paper incident" and so on have been found in Alibaba, and its share price has fallen to a low point.

In the past, Wang Yulei's brand upgrading strategy was beneficial to the overall sales of Tmall in the long run, but it is not hard to see that Ali now wants Zhang Jianfeng to come up with the result as soon as possible.