Taobao, Tmall And Juhuasuan Fit Together.

In the first half of last year, Alibaba headquarters in Hangzhou held the activities of Taobao University in the first half of last year. The new president of Tmall, Wang Yu Lei, was asked by the businessmen on the stage: "people often change policies and often change. We are all stunned. Will Tmall's policy change this year (2014)?"

At that time, Wang Yulei's answer was somewhat helpless. "(in this position) I don't know how long I can sit."

A year later, in March 6th, Wang Yulei was reported to be dismissed from office. This is another "exchange pfusion" after the great changes of Taobao Tmall executives in March of last year, Alibaba executives.

Reporters in the Alibaba group's personnel appointment and removal notice found that after the removal of Wang Yulei, Taobao President Zhang Jianfeng will serve as the head of Alibaba China retail platform, manage Taobao, Tmall and Juhuasuan, and report to Alibaba group COO Zhang Yong.

Just like the sudden change in March last year, the Alibaba's changes in the executives of the electricity supplier system suddenly came into being, and its explanation for this language was not clear, which caused a lot of speculation from the outside world.

For Wang Yulei's dismissal, Alibaba stakeholders replied to the normal personnel adjustment within Ali. The adjustment will strengthen resource integration and unified planning among platforms, and strengthen and guarantee the organizational form.

The appointment of Wang Yulei's new duties has not yet been announced.

The dismissed president of Tmall

He has been a manager of business cooperation and marketing department of Alibaba, senior director of Taobao and vice president of Tmall, and has been following COO Zhang Yong of Alibaba group for a long time.

There is a view that Wang Yulei was dismissed this time from last year's "double 11" hammer sales data errors and Tesla stationed in Tmall unsuccessful impact, there are also views that Ali executives are not satisfied with Tmall's performance.

Reporters access to relevant information, data found that in the fourth quarter of 2014, Alibaba only announced the annual GMV of Tmall (total paction), Tmall's total GMV in 2014 was 505 billion yuan, an increase of 14.5% over 2013.

In contrast, Jingdong's total GMV reached 260 billion 200 million yuan in 2014, an increase of 107% over the same period last year. Compared with Jingdong, Tmall's growth rate was obviously not fast enough.

In addition, in February this year, Alibaba released its mail to all its employees in its official micro-blog.

In the mail, Ma Yun said, after careful consideration and discussion by the group management, Alibaba group decided not to distribute red packets to all employees during the Spring Festival of 2015.

In his letter, he said that the reason for not giving red packets was that in 2014, Alibaba group did not get any special results, nor was there any special surprise.

"The success of the listing is not a surprise. This is the result of 15 years' efforts of the staff of the Alibaba. In addition to the listing, objectively speaking, we are not satisfied with the 2014 results and can give red packets."

It can be seen that Ma and management are not satisfied with the performance of the whole year in 2014.

There are more rumors that at the end of 2014, Ma Yun met every day. The theme of the meeting was constantly "scolding" various departments.

According to legend, in 2014, Tmall's "double 11" performance did not meet expectations.

To eliminate fake brushes, Tmall investment caliber will be tightened.

Who will Zhang Jianfeng, who controls the three platforms of Taobao, Tmall and Juhuasuan in the future?

Zhang Jianfeng is one of Alibaba partners and is currently the vice president of Alibaba group and head of Taobao.

He joined Alibaba group in July 2004 as the architect of Taobao technology department. He later took charge of cat and Juhuasuan in Alibaba, and became president of Taobao network in March 2014.

The person who knows the inside story is that Zhang Jianfeng has been in the Alibaba for 10 years. He is regarded as the "old man" of Alibaba. At the same time, his style is very similar to Ma Yun. He belongs to a pragmatic group. He is known as "Xiao Ma Yun" inside the company. He has reported to the CEO Lu Zhaoxi of the Alibaba group for a long time, and the parties have expressed their recognition of their abilities.

In fact, as early as in 2008, Zhang Jianfeng pushed the "gold sellers" policy in Taobao to foster high quality businesses, but later the policy was shelved, and many businesses also ran away. After it took charge of Taobao last year, it regained and strengthened the policy and paid attention to sellers to gather popularity.

It is also known that

At present, it has entered the rectification stage. In the 2015 Tmall investment standard, directional bidding will be implemented. If the company's brand is not in the publicity brand, it will not be able to sign up.

Stakeholders believe that the most important purpose of this move is that Tmall will tighten its investment caliber, so it will eliminate the fake brush from the source of goods.

The personnel pfer may mark a new round of rules and adjustments in Tmall mall.

Industry analysts pointed out that at present, Taobao and Tmall still continue the direction of last year, of which Tmall's entry threshold will definitely be higher and higher, and by one person to manage Taobao, Tmall and Juhuasuan, in fact, it is also conducive to the unification of some investment policies and the coordination arrangements for merchants. In addition, it is also beneficial for Alibaba to crack down on fake goods and brush orders in the field of electric business.