Ali Responsible Person Detailed Interpretation Of Tmall Juhuasuan "Combination" Matters

If we say "

Using the Internet and big data to reconstruct all the elements of traditional business, Alibaba group is determined to start changing itself to make a group serve customers like a person, providing thousands of people with services.

At noon on December 2nd,

Group CEO Zhang Yong announced in an open letter to internal staff that the Tmall team and Juhuasuan team will be fully integrated. Tmall will set up three major business groups, marketing platform and operation center, and turn it into a new architecture with "three vertical and two horizontal" network synergy system plus several independent business units.

According to the world clothing shoes and hat net, the "three vertical" products are set up in the fast moving consumer goods business group (including Tmall supermarket, beauty care, food mother and baby, Tmall fresh business, etc.), electrical appliances home decoration business group (including Electrical City, Tmall American family business, etc.), clothing and apparel business group (including men's clothing, bags and bags)

Underwear, accessories, jewelry and other business) as the core, to provide businesses with one-stop commercial Internet solutions.

"Two horizontal" one is to integrate Tmall's marketing department and Juhuasuan into a marketing platform business department, providing a product wide marketing service for businesses.

The two is to set up an operation center to co-ordinate the business management, membership management, rule management and resource management of Tmall platform, so as to enhance the operation efficiency of the front and back offices.

Tmall will continue to implement the responsibility system of the small class committee, and Liu Bo, the original person in charge of Juhuasuan business, will enter Tmall's small class committee.

The leaders of "three vertical and two horizontal" are Jing Jie, Yin Jing, Liu Xiuyun (flower name: Er Ding), Liu Bo (flower name: Jia Luo), Qin Jianfeng (flower name: Tian Ze).

In addition to the areas covered by the three major business groups, Tmall international, Tmall mobile and other business units maintain their original structure and reporting lines unchanged.

For this brand new "three vertical and two horizontal" structure and positioning, Alibaba related business executives have done a detailed interpretation.

{page_break}

Tmall FMCG group includes Tmall supermarket, beauty care, food mother and baby, Tmall fresh and other businesses.

Jing Jie, vice president of Alibaba group, is the head of the enterprise group and is also the general manager of Tmall supermarket.

Tmall's former general manager, riverside, pferred to Alibaba group CEO office, and will use its retail industry's rich experience to help CEO think about the layout and planning of new retail.

In the past 11 World Carnival, Tmall only had 12 brands sold and sold over 100 million.

Three double squirrels, such as squirrels, paraquat and good food snacks, revealed that the sales of Tmall flagship store + Tmall supermarket accounted for more than 80% of the total sales of the brand on the same day. Sales and marketing synergies between the flagship stores and business super customers had already been felt by businessmen and consumers at the end of 11.

In fact, Tmall express and Tmall supermarket have launched many collaborative operations this year.

In May, the Tmall official flagship store and Tmall supermarket were deeply coordinated, and the flagship store launched the Guinness challenge of "cookie box coloring and graffiti", while Tmall supermarket took over 2/3 sales during the event.

In August, Milka launched Tmall's first entry into the Chinese market. In the first two months of its debut, Tmall supermarket contributed about 60% of its sales.

In Nestle's big coffee festival in September, Nestle instant coffee flagship store launched personalized customization based on Ali big data analysis, while Tmall supermarket's main promotion volume, official flagship store and Tmall supermarket contributed about 60% and 40% respectively.

In the future, converged business operation and one-stop consumer service will become the "standard configuration" of Tmall FMCG.

Jing Jie said that after the establishment of the fast moving consumer goods business group, for brand businesses, not only the different shopping scenes represented by flagship stores, Tmall supermarkets, Juhuasuan and enterprise procurement can be covered by Tmall, but the fast moving consumer goods business group will also help more brands to use Alibaba's consumer mode of operation, and turn Tmall into the main position of brand operation, and use the Ali media matrix and retail matrix based on Uni-ID to accelerate the commercialization of brand businesses in brand building, channel management, product innovation, and so on.

In addition, the new integrated beauty care industry will continue to lead the overall layout of "membership".

The newly established "electrical home decoration business group", including home appliances, digital, home department stores, furniture, building materials, books and other industries and worry free shopping services, will be "home" as the entry point, people-oriented integration operations.

Yin Jing, the head of the business group, said that the "one-stop shopping" will provide consumers with the "one-stop shopping" from design, decoration and appliances to services. This will break the existing service boundaries and let consumers feel the brand new lifestyle of every brand.

"For electrical appliances, home furnishing home and other categories, many scenarios, the end of the purchase process is the beginning of service, some services will be completed within a few days, and some have to maintain a few years or even with products for life.

Taking people as the center can better upgrade the service.

According to Yin Jing, the electrical home decoration business group will also make efforts to "service connect", further accelerate the online and offline services to open up and upgrade, to ensure that consumers quickly and conveniently enjoy the delivery, after-sales and other deterministic and personalized services.

The newly upgraded Tmall clothing and accessories business group is headed by Liu Xiuyun, covering clothing, footwear, bags, watches, jewelry, sports outdoor business modules.

Tmall clothing and apparel business group will use the "commodity link" as the core to open up all channels for merchants to achieve full circulation and boundless shopping on line and offline.

Liu Xiuyun said that Tmall clothing and apparel business group will continue to cultivate the "trend leader" and "quality user". Under the premise of strong market share, it will carry out the operation of consumers.

"From the beginning of the double 11, we have begun to create the concept of" online business circle ", including light luxury business circle, designer business circle, tide brand business circle, fast fashion business circle, and so on.

In addition to the "three vertical", Tmall also set up two new horizontally opened teams. The front office team marketing platform business department opened up the original Juhuasuan and Tmall marketing department to provide one-stop brand marketing services for businesses.

Liu Bo (flower name: Home Luo) said that after the full integration of Juhuasuan team and Tmall team, the marketing resources of e-commerce department will be fully integrated.

The marketing column, marketing products and marketing resources of multiple trump cards will be integrated based on data and meticulous operation, and create more special activities around consumers. Innovative interaction and entertainment marketing will be launched at Tmall to help businesses gain scale, brand and new users' promotion. It will pform the sales of original sales into product marketing, and provide consumers with more precise and stratified personalized service capabilities.

Compared with the marketing platform division, the operation center is more biased towards the middle and back stage, optimizing the rules and integrating resources with the contents of big data and user research.

Qin Jianfeng (flower name: Tian Ze) said that the operation center will co-ordinate the business management, membership management, rule management and resource management of Tmall platform, so as to enhance the operation efficiency of the front and back offices.

"In the context of full wireless personalization, the operation center will base on data, business feedback, user research, business planning, etc., from the point of view of establishing a business and consumer relationship, cross enterprise groups to integrate and manage horizontal resources, and establish a bridge between their individualized and deterministic resources, so as to help businesses effectively provide consumers with complete services."

Behind this organizational upgrade is the self pformation of Ali's new retail leader.

At a recent internal management meeting in Zhang Yong, he asked all staff to continuously improve their business and innovate their business, not only to enhance the consumer experience, but also to create greater value for businesses.

More interesting reports, please pay attention to the world clothing shoes and hats net.