2016 What Will Happen To Ali? Where Will The Retail Industry Go?

In the last month of 2015, Alibaba group carried out a big adjustment: "small front desk, big and medium stations" coordinated management mode.

After this change, Zhang Jianfeng, director of retail sales, was replaced in less than a year and invested in another technology led new field.

Zhang Yong (Xiaoyao Zi) has been at the helm of retail business for a while, but there is no two in the limelight.

What information does this great change reveal? And where will Ali retail business go in 2016?

It is necessary to integrate two major lines of business.

The strategic adjustment is clearly summarized as six words: "small front desk, big middle stage", and the huge organizational system of Ali group is clearly divided into two parts.

Only Ali mother, rookie and

Several independent development groups and basic service sectors are separated from these two systems.

Zhang Jianfeng, President of the Alibaba's China retail business group, will undertake the work of "China and Taiwan", responsible for sharing, data, search, and innovative incubation business such as leisure fish and Taobao headlines.

Alibaba group retail business group led by Zhang Yong, in Taobao, mobile Taobao,

The three major business departments form a "class committee" responsibility system. The class committee is taken up by a number of post-80s. This is a "small front desk".

It is understood that in the past 3 years, Ali's organizational structure has undergone several major adjustments.

In early 2013, Ali set up 25 business units, 9 headed by the leader.

Ma Yun said, so that the company will be split into more small business operation, will give more young leaders the opportunity for innovation and development.

In response, an industry insider pointed out that many business departments in Ali have a parallel way, which makes the internal friction, duplication of work and self governance among various departments become more prominent.

"This kind of organization structure is difficult to avoid" big company disease ".

At the beginning of 2015, Ali began to "integrate", merging Taobao, Tmall and Juhuasuan in the retail business group of Ali, which was led by row epilepsy.

In this organizational change, epilepsy will have completed the integration of Ali retail back to the Xiaoyao Zi, laying the foundation for the quick response and cooperation of the front desk.

The industry believes that the "big and middle stage" is the other latitude of business integration: the Internet infrastructure and data systems and product systems at the bottom of the group are aggregated into a large business group.

As a result, there is a unified input interface for the front desk, and there is a unified reception demand entrance in the middle stage.

At the same time, Ali group and ant financial services group also need to establish a unified platform system, which means that the nerve line is directly linked to the infrastructure, data and products of ant gold service.

An analysis of the retail industry said that if Ali group's successful organizational reform and the successful integration of various business lines, the direct effect would be the promotion of efficiency.

"The front-end products of all business lines are supported by technology and data from Taiwan and China to avoid duplication."

The industry also pointed out that the establishment of the Sino Taiwan system is also conducive to solving the problem of Ali's product innovation. The technical foundation and big data information of China and Taiwan can help the products to trial and error quickly and stop the losses in time.

Through this mode, Ali does not need to establish independent teams and departments before the new products are ready to be formed, so as to reduce the cost of innovation.

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Ali retail slowdown under the layout of the line is difficult to break through

According to the earnings report released by Ali, Ali's retail business has slowed down significantly in recent years.

According to the financial report, in the 3 consecutive quarters of 2014, the total volume of pactions of Ali (GMV) grew by less than 50%, while the growth rate of Tmall GMV was less than 80%. It also reflected the impact of market competition on the volume of Alibaba traffic and platform turnover.

The contradiction between the disappearance of Internet user dividends and the increasing number of merchants entering the business is becoming increasingly apparent.

More and more businesses have pointed out that the cost of setting up shop on Tmall is even greater than that of offline stores. The key problem is to get more traffic increments.

"Because of the pursuit of sales by Ali retail platform, the volume of traffic gathered on the platform is bound to be able to bring more orders and business volume, which leads to increasingly solidified business ranks on the platform.

New brands and distinctive brands are hard to get enough exposure and traffic. "

"And Ali retail is facing more competitors."

The company believes that vip.com has gathered a number of in-depth cooperation clothing brands, and because of its limited time sale mode of display, so that the participating businesses have been stable exposure and traffic.

This form is also more suitable for mobile terminal consumption. The platform only recommends a certain number of brands every day, and users do not need complex viewing and search.

Besides, there are

People talked about Tmall and its continuing rumors.

The "two election" incident also shows that the competition between the two sides is getting more intense.

Stars, wardrobes, honey buds, Beibei nets and other vertical platforms are also constantly distributing the entire electricity supplier market.

Ali's retail business has also made many strategic adjustments in recent two years.

Tmall started its fashion strategy in 2014, increased its entry threshold and attracted more international brands to enter. In 2015, it increased service to businesses and users and opened up data to brands.

Taobao restarted the gold seller's function; Juhuasuan made a big difference and set up an anti Japanese meeting.

The electricity providers believe that these adjustments remain on the surface, and difficult to solve the deep-seated difficulties and problems of Ali retail.

Its retail business is difficult to continue to become the engine of the rapid development of Ali group.

In addition, in order to find new growth in retail business, Ali started the offline layout very early.

A brand dealer said that at the beginning, Tmall hopes to enter the traditional brand to open up its offline stores and online, and achieve product, service, payment, membership information and data access. However, this mode is difficult to expand, and only a few businesses with direct line shops and mind set businesses are willing to participate. Most businesses and their affiliates and distributors do not strongly support it.

"This year's double 11 shop celebration is also a big thunder and little rain."

At the same time, Ali group takes the lead in Yintai, shares Suning, and collaborates with the new world, Joy City and other retail giants.

Ali also launched the O2O product meow street, hoping to achieve the goal of the 500 mall in a year.

However, according to the earnings report released by Ali and the data of retailers such as Yintai, the cooperation between the two sides has not been evident.

According to the results of the 2014 industry development survey conducted by China Chain Store Association, the sales growth of Yintai in 2014 increased by only 0.8% on the basis of 30.6% growth in stores, and ranked thirty-third in the top 100 chain stores by 18 billion 300 million.

,

Some industry observers pointed out that meow street is aimed at department stores, but has no control over brand stores and other offline stores, nor has it made any corresponding layout.

"Opening meow street, users will first see the mall where they enter meow street, and there will be brand shops in the life circle, but these shops are basically in the cooperative shopping mall. Meow street only shows its promotional information, and there is no detailed information about its products, which is not enough to support users' needs."

"Ali retail platform business resources are difficult to directly import under the line, and Ali's lack of control over the offline format is the two important reason why it is difficult to promote retail O2O."

The observer said that retail O2O is also highly competitive at present, and the US and Baidu Nuomi are expanding their business resources through a large number of personnel.

Alibaba Group's limited staff and recruited outsourced personnel, but it is difficult to guarantee the effect.

The observer judged that according to the information revealed by the organizational change, Ali retail will cooperate with the offline entity through a new way and gradually import the brand's offline store resources, and achieve the goal of the flow under the collection line.

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Taiwan connected retail and O2O grasp the draught?

For local life service O2O projects, Ali also hopes to launch Taobao local life and Amoy products, but from the media data, the results are mediocre.

In the first half of this year, items such as Amoy and other life services were stripped off by Ali group. After that, Ali group announced that it had jointly set up a local life service platform jointly with the ant gold service group, which is 6 billion yuan.

Ant gold clothing fan Chi will serve as the word of mouth company CEO.

Mr Ma once said: "local life services will never be lower than that of manufacturing and retailing in the future.

We need to wait for an opportunity. This opportunity is based on the mobile Internet.

According to public information, the new word of mouth will integrate all resources that Ali group and ant gold service group can use, and become the most powerful tool for Ali in the field of O2O.

The restructuring will provide a basis for the integration of resources. The Ali group will form a unified system with the ant gold service group. This is the first time since the establishment of the ant suit.

Senior industry insiders pointed out that the two groups have their own layout in the field of O2O. Although the direction of entry into the market is not the same, they all want to seize the consumer groups under the line. This is the basis for in-depth cooperation between the two sides.

Although Ali group has made extensive layouts online, it is hard to get full support from offline businesses due to the nature of its e-commerce platform.

The tools such as Alipay, the ant's gold suit, have acquired a lot of data and resources from offline merchants after cultivating users' payment habits due to the smooth nature of their tools and the docking of many offline businesses.

The industry believes that the two sides can join hands to play the biggest advantage in the field of O2O, and the platform system is the glue of the two sides' cooperation. The two sides can not only share technical resources and team resources, avoid duplication of development, but also open up all aspects of business information and user data.

Open Alipay, new word of mouth as a separate channel and Alipay side by side, in Alipay homepage there is a separate word of mouth takeaway.

There are O2O industry judges that the O2O ambitions of new word-of-mouth are not limited to takeaway business, but rather make full use of Alipay and Ali retail precipitation business resources.

According to media reports, in November this year, in the word of mouth (Alipay portal) page, users can see the figure of fast fashion brand UNIQLO in the list of businessmen falling down, and guide their offline stores.

In the future, the resources of the retail brand of Ali will be closely integrated with Alipay and other products.

"If the new word of mouth not only provides life service information, it can also provide users with the offline store information of the physical retail outlets in the area, which makes users more convenient in online application scenarios, and one-stop meeting the needs of users online consumption."

The O2O industry said.

Reform pain point: organization to integrate old employees to eliminate precursor?

There is another key message that needs attention: the post 80s.

Taobao, mobile Taobao, Tmall, the three major business sectors formed a "class committee" responsibility system, and Ali repeatedly put forward the management of the younger oriented discourse.

Ali, a former Ali employee, bluntly said that Ali belonged to young people.

"A large number of 70 are expected to lose power and leave alone.

With the integration of various business groups and departments in Ali group, there will be changes in the senior management.

Some retail experts believe that this is the current situation that Alibaba group hopes to make innovations in the retail business after 80 years of young blood stimulation, and that it is inevitable for Ali to become younger in management. Most of the former VP employees may be relegated to the second tier.

"Now look at the middle-level cadres of Ali to take the horse race system, and one person will not stay in the position of senior executives all the time.

Ali is a place to eat youth. "

These claims are not groundless.

In an open letter, Ma Yun stressed, "to give the opportunity to the young."

According to media reports, in early 2015,

There are over 30 thousand employees, accounting for 46% and 52% respectively in managerial positions, 70 and 80.

That is to say, nowadays, those who manage the company with a market value of about 200000000000 dollars are already the main force after 80, and 80 percent of the managers are more than half of them.

Previously, the 2016 school recruitment information and related explanations issued by Ali group seem to confirm these conjectures.

The Alibaba campus recruitment notice 2016 showed that due to the adjustment of the talent strategy of the group, the enrollment quota of the 2016 schools of Alibaba will be reduced, and the positions will be implemented more strictly in the "preferential admission" standard. That is to say, students who have a large probability of being accepted according to the original quota will now have to face more intense competition.

Ali explained this further: "we find that we are not people but more people.

At present, there are signs of overstaffing within the group.