Why Is Tmall Changing?

On a Sunday before the change, Ma Yun quietly went to inspect the Tmall office area and found that not many people were working overtime.

Nothing can show that a company is feeling the pressure of competition.

On the third day of the Jingdong's 2014 earnings report, Alibaba announced a notice of personnel appointment and removal, which relieves Wang Yulei (Qiao Feng) president of Tmall.

At the same time, unified management of its platform (Taobao, Tmall, Juhuasuan) is carried out. Zhang Jianfeng is responsible and reports to COO Zhang Yong (Xiaoyao Zi).

Jingdong's total paction volume in the fourth quarter of 2014 increased by 119% over the same period last year, which is almost two times that of Tmall.

If you compare the growth rate of Tmall GMV with the Jingdong in the past year, you will see two curves that are getting closer to each other, the former has been downward, while the latter has been growing steadily.

It may not be a coincidence to make this easy move at this time.

This shows that the Alibaba giant, at least management, believes that Tmall needs more direct, efficient and iron management in its battle with Jingdong.

Epilepsy is the result of Jin Yong's novel Lu Ding Ji, a fat monk who has been in battle for a long time but hid in the temple.

Zhang Jianfeng joined Ali in 2004, and is one of Taobao's earliest core architects.

Ali staff evaluation is insane, courageous and uninhibited. It is good at setting goals and achieving results without any consequences.

This result oriented style is not common among Ali executives.

Epilepsy played a role as a "firefighter" for a long time. In 2013, Zhang Yu took charge of Juhuasuan and made achievements. Instead, Zhang Yu took charge of Taobao in the following year.

In the year of Taobao, epilepsy has arrested two things: first, the rural electricity supplier; and the two is to vigorously promote wireless innovation.

To a certain extent, he changed the management centralization and operation led operation mode, delegating power to the project team and giving product managers great support.

The products such as the picture community "big" and the interest forum "bar" were born here.

At the same time, with the O2O business like panning, Taobao movies and so on, the abundance of life scenes has increased its volume rapidly.

In contrast to the slowdown in Tmall growth, Taobao is accelerating growth in the four quarter of 2014, its growth rates were 32.3%, 33.1%, 38.2% and 42.8% respectively.

A staff member told reporters that Tmall's product team welcomed the arrival of epilepsy, while the operation team preferred the human touch Manager qiao Feng.

From sales manager to chief executive to Xiaoyao assistant and then to President of Tmall, Qiao Feng did not bring "technology aura" from the beginning. He started his career from the bottom and worked hard through strength and connections.

Qiao Feng is good at public speaking and delicate personality, and pays attention to balance in dealing with others.

Qiao Feng has gone through with Tmall.

Listing and the "B2C" stage of electricity supplier, from these two key events, Qiao Feng has reached management expectations.

After changing the industry, a lot of voices in the industry called Qiao Feng "nothing" in a year, which is not fair.

When Joe Feng took office, he suggested that 1. mobile terminals are very important.

2. Tmall should speed up its quality and fashion, and not just focus on its "selling platform" to compete with Jingdong.

It introduced a lot of light luxury brands, and promoted vertical business lines such as Shang Chao, fresh and medicine.

"To tell you the truth, I appreciate Qiao Feng's product concept and business judgement."

An old employee of Ali said, but the problem is that the following people do not perform well.

"He is used to believing that the people who used to do business with him are not able to gather all the staff to push a goal," the employee added. "Qiao Feng is the one who let these people harm."

In Tmall, it is divided into horizontal business lines and vertical business lines, but the two are tied together.

This resulted in the fact that although wireless is a horizontal business, it can not command other lines of business without the right to speak.

At the same time, in addition to "meow fresh" and other examples, most of the vertical products have not made their own characteristics.

Compared with Taobao, the entire wireless team's talent reserves and structure are superior to Tmall's.

The Taobao wireless team includes operators of various business lines, which enables wireless teams to independently develop a new product without relying on operation.

Internal innovation is slow, while external competition is fierce.

And Jingdong in 2014 hit Tmall's two core categories, clothing and household appliances.

In coping with the competition between the two, Tmall should have focused all its strategies on business resources, but Tmall's "quality oriented" orientation and the increase of commission and advertising prices have raised the threshold, causing some business owners to lose.

According to reports, Ali cosmetics,

The price of other popular search terms may be higher than RMB 10 yuan per click.

A single day price that can let dozens of city online shoppers see and across many commercial categories can be as high as 1 million yuan ($162460).

Qiao Feng followed the road of Xiaoyao to lead Tmall to take the brand line, which is in line with Tmall's long-term interests.

But there are also shortcomings in the short term growth and the risk of counterfeit goods.

"The group is not willing to wait for your slow growth."

A person close to Ali told reporters.

During the critical period, Qiao Feng was not lucky enough to catch up with the data of the hammer cell phone data fraud.

Qiao Feng did not fail to realize the sense of crisis.

"In the past year, the people under the director have pferred to them, leaving them to no effect, and changing people to chew the cake."

These people said.

At the end of 2014, there were rumors that Ma Yun met every day to criticize the departments and delayed the year-end awards.

By March 3rd, before and after the Jingdong earnings report, there were rumors of personnel changes inside.

The so-called "crisis" and "omission" were magnified.

On a Sunday in March this year, Ma went to the Tmall office to inspect the circle, and found that not many people were working overtime.

It was not long before the notice of appointment and removal was formally issued in the form of mail.

No employee will openly disagree about the arrival of epilepsy.

The problem is that as an excellent and iron fist, "epilepsy" is good at controlling the situation under complicated circumstances. But whether it is the right person to cooperate with Taobao, Tmall and Juhuasuan three platforms, whether or not we can find shortcuts for Tmall is not yet known.

Ma Yun once divided the group into 25 business units (BU) in 2013, which was run by nine presidents.

Over the past years, Ali executives are similar to the "separation system", and constantly changed to handsome (only Tmall has changed the seven person in charge).

Two years ago, some of the Presidents were marginalized, such as Wu Yongming and Yu Yan.

Reusable, such as Xiaoyao Zi, epilepsy, but their ascension path indirectly proves that in Ali, the real general will be limited.

One of the factors contributing to Alibaba's success is strong values and omnipotent management teams. Investors can only pray for good results this time.