Alibaba Zhang Yong: "Three Vertical And Two Horizontal" How To Better Serve Businesses

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What can be brought about? Electricity providers are mainly facing the past, while new retailers are reconstructing the future.

In December 28, 2016, Alibaba group CEO Zhang Yong said at the closing session of Tmall business think tank.

According to the world clothing shoes and hats net, in this "

At the closed door meeting of business think tanks, Zhang Yong shared Ali's latest top-level design and Tmall.

The thinking behind the adjustment of organizational structure: new retail will bring about the reconstruction of new business organizations, and from the traditional tree structure to the network structure. The recent "three vertical and two horizontal" organizational restructuring is the beginning of Tmall's network management.

Zhang Yong also explained the specific thinking of Tmall Juhuasuan's organizational structure upgrading and how to better serve the business.

At the meeting, Zhang Yong first elaborated the new retail business to the businessmen for the first time, and thought that the new retail would promote the four major reconstructions: all production and consumption elements shifted from the PC tree structure to the reconfiguration of the wireless network, the Internet reconstruction of the traditional retail elements such as the people's freight yard, the reconstruction of the linkage between enterprise re organization and Ali ecological matrix, and the netlike reconstruction of Ali organization.

When it comes to how to achieve all the elements from tree to mesh reconfiguration from PC to mobile Internet, Zhang Yong shares, Ali, as the world's largest mobile economy entity, can see several changes in the experience of the Internet over the past decade. The wireless pformation of consumption has been completed. Consumption habits have shifted from commodity core to content centered, content ecology will be reconstructed, brand based on consumer insight has begun to rise, global marketing, entertainment marketing and sales are merging, and the trend of Tmall as the main position of digital upgrading has become more and more obvious.

As for the reconstruction of linkage between enterprise re organization and Ali ecological matrix, Zhang Yong concluded that the traditional business organization relationship is tree like, and in the era of PC Internet, the evolution of the mobile Internet is still incomplete, and the mobile Internet will evolve completely to the net.

After experiencing the online incubation of the brand name brand and the large-scale catenary of the traditional brand, the third stage has begun to enter the new stage, that is, the new retail stage is not limited to the internal organization reconstruction of the enterprise, and the new relationship between the electricity supplier and the non electricity supplier, the traditional channel and the new channel is based on the reconstruction of people, goods and fields.

When it comes to how to define new retail, Zhang Yong believes that if the conclusion is summed up, the traditional retail elements such as people, goods and markets will be rebuilt.

Among them, the core of new retail is starting from the consumption insight based on goods as the core and content as the core, thus triggering the internal restructuring of enterprises, which is the reconstruction of traditional retail elements such as people's freight yard on the Internet.

The premise of this refactoring is data driven, and every enterprise has to go to data companies before they can move towards new retail.

Finally, Zhang Yong made a detailed explanation of the upgrading of the organizational structure of "three vertical and two horizontal" of Tmall Juhuasuan. The reconfiguration of netted organizations started from Ali. The core goal is to achieve thousands of faces at the expense end, but to achieve "thousands of people as one" on the enabling businesses, give businesses the certainty of support, and better empowering businesses.

The two horizontal platforms of Tmall marketing center and Tmall operation center are designed to ensure the organization and operation mechanism of good service businesses.

In December 28th, Xiaoyao spoke at the 2016 new Internet commerce summit.

Alibaba CEO Zhang Yong, in the closing session of Tmall business think tank in 2016, about how to upgrade Tmall Juhuasuan organization and "three vertical and two horizontal" how to better serve the business as follows:

Hello, everyone, business friends, about Tmall Juhuasuan organization upgrade, three vertical and two horizontal in the end how to better serve the business, let's go straight to the theme, I first talk about the recent thinking of Ali.

From PC to mobile Internet: matching reconstruction of all elements from tree to mesh

Now that wireless mobile business is fully popularized, it is pointed out that 80% or 90% consumers are spending their money and browsing through wireless phones through mobile phones. At this time, goods are in contact with consumers, that is, the way of contact between people and goods is undergoing a subtle and profound change.

The essence is the traditional shelf style commodity display, which is still continuing in the era of PC, and has been completely broken in the wireless era.

Based on the fact that Ali has become the largest mobile economic entity in the world, we can observe the following changes based on our whole Internet operation experience.

First, it can be announced that wireless pformation has been completed. Ali ecosystem users have basically shifted from PC to wireless, and mobile terminals have become the main position of high-frequency consumption.

Second, user consumption behavior has undergone an essential and subtle change in browsing mode. From the tree like browsing structure at the PC side, it began to enter the mobile terminal network divergence structure.

Take hand washing as an example, the user's biggest behavior changes from Click to slide screen. From browsing merchandise to browsing content, we need a lot of recommendations, various kinds of recommendation, guide shopping guide to replace the original foldable browsing structure, and search habits are still there. However, through a variety of recommended products, whether it is recommended shops, recommended products and recommended information, it brings the network dispersion of traffic.

Third, content development has made great progress in the past year, and the content ecology needs to be built together with businesses and third parties.

At present, there are both good goods and good sellers.

Of course, the content production ecosystem may form a new generation of content service provider system, which is different from the original operation service system. It will be more based on the content of the consumer's personal LifeStyle, taking the consumer's personal life as the starting point, and based on the commercial products as one of the initial elements, forming a group of fans, which can produce a lot of interaction and accumulation to the content and consumption, and turn the goods into one of the elements of consumer information. Eventually, consumers will resonate with the goods because of the same good, because of the likes of people and the way of life they like, and such consumption behavior is more and more obvious.

Fourth, consumer insight is becoming more and more important.

Consumers are becoming more and more intelligent, and consumption upgrading is taking place. This is one of the biggest changes we have seen.

Consumers' decisions are more and more returning to commodity origin. Commodities play a very important role with brand. Both online and offline are mapping this kind of consumption behavior.

Some brands are weak, weak online and offline.

If goods can not keep up with the changes in user needs, selling or selling is a commodity that will not be sold at all. I think this is the problem of brand power and commodity power. These problems will happen online. Online will also happen. Online is not a paradise.

Fifth, the overall mode of user operation is also changing, that is, marketing and digital marketing is no longer fragmented. Global marketing and communal marketing are becoming more and more integrated. It is hard to look at sales now. It is difficult for an enterprise to separate brands, sales and marketing. These three are linked together.

Now, the better the company is, the bigger the room for development. This is also one of the great changes that we are concerned about.

Sixth, enterprises are increasingly adding the whole business system, logistics system and customer service system to the main battlefield of Ali ecology. More and more brands are putting digital upgrades on Tmall's main position. The current problem is how to get these capabilities to be given, grafted and connected to the whole network. This is the essential reason why we have been doing the "three links" of commodities, membership and services all along.

We think clearly about the direction. Through the "three links", we can finally make the whole online and offline system of the business fully integrate with the new retail business, which will be the explosive growth pole of the Internet.

Based on the above changes, from PC to mobile Internet, and how new retailers can better empower businesses, Ali is focusing on solving a key problem, which is to find a delicate balance between the realization of thousands of personalization, the preparation of goods and the preparation of goods.

If this balance is not found, all businesses have lost the most important starting point and the basis of business.

The realization of full personalization must have a common character. Based on the matching and reconstruction of production factors caused by consumption factors, it is the direction that new retailers can gradually land.

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Re organization of enterprises: reconstruction of linkage with ALI ecological matrix

The traditional business organization relationship is tree like. In the era of PC Internet, evolution is not complete. It is still tree like, and the mobile Internet will evolve to the net.

From the observation of Ali, this rule mainly has the following three stages:

The first phase of the main Internet original brand, roughly in 2008 and 2009, Amoy brand was born in Ali ecology.

At that time, Amoy brand mainly relied on the creativity of the Internet, without the constraints of traditional organizational system, and grew rapidly.

However, when the offline brand starts to wake up, the brand and commodity capability will be given to the electricity supplier department, and the next line brand will have stronger stamina.

Some of the 108 Amoy brands of the year were already gone, some struggling, some living better.

The second stage is that traditional brands get together and touch the net. Since 2012, it is the bonus period that commodity power and brand power gradually find resonance point in the Internet.

This stage is still the result of partial reconstruction in the traditional enterprises.

Over the past few years, most of the better developed businesses have solved the problem of organizational guarantee within the enterprise, and solved the organizational relationship between the whole supply chain online and offline.

The third stage is the stage that the new retail starts to be restructured. The core of the whole new retail business is not only limited to the internal organizational restructuring, but also the new business form between the electricity supplier and the non electricity supplier, the traditional channel and the new channel. Businesses and all partners, channel providers, suppliers, logistics providers and service providers will build new relationships based on the reconstruction of people, goods and fields, and form a mesh matrix linkage with ALI ecology, and continue to generate energy based on the mobile Internet.

New retail: Internet refactoring traditional retail elements

The core of the new retailing is to understand the reconstruction starting point from the commodity core to the content centered consumption, triggering the reconstruction of the organization within the enterprise, reconstructing functions, and making full use of the Internet to break new retail forces. This is the reconstruction of the traditional retail elements such as people's freight yard on the Internet.

The premise of this refactoring is data driven, and every enterprise has to go to data companies before they can move towards new retail.

A very important sign of truly new retail is to complete the identification, touchability, insight and service of consumers.

In addition, the new retail can not be narrowly defined as the interaction and integration between online and offline. The whole channel is only an important part of new retail. Net red economy, user interaction generated by large-scale personalized recommendation, user browsing and buying east line changes should be incorporated into the new retail decision making consideration.

In marketing, we should explore the global marketing and entertainment marketing of product and effect integration. In logistics, we should not only pursue fast delivery, but also consider the use of big data to make the operation of goods more efficient.

Then we will look at this trend and see how this trend can be seen from the perspective of businessmen. We can see that businessmen can empower the panoramic consumers. We know that businesses may have some buyers' data, and they will do some data analysis. They will piece together data from buyers from various sources and become a business CRM for further analysis.

The biggest advantage of Ali is that it has 423 million active users, and has huge amounts of real consumption data for real-time pactions. One of the things we are sticking to is that through the unified membership project of UnifiedID, each ID has label labels behind it, and completes matching through big data.

However, in different display of foreground business scenes, Youku users still maintain account of Youku, Taobao users have Taobao accounts, Alipay has Alipay user accounts, and there is no need to re engage a membership system.

"Tmall Juhuasuan" "combination": "three vertical and two horizontal" Ali organization netting initiation

Recently, the upgrading of the organizational structure of Tmall Juhuasuan and the "three vertical and two horizontal" structure is the initial push for reorganizing our network. The goal is to achieve thousands of faces at the expense end, and to achieve "thousands of people as one" at the end of the business, and better to empower businesses.

Next, Tmall focuses on promoting several things.

First, we hope to continue to strengthen Tmall's position as the main position of brand self-management.

Tmall should continue to maintain the main position of brand self operation and achieve digital upgrading. We understand that the main position of brand self marketing is not only sales, but also marketing, consumer connections, and membership management of the entire user life cycle. This is a problem we are considering all the time.

Second, we hope to further enhance the consumption experience.

Taking logistics experience as an example, after several years of continuous efforts, Tmall has experienced a rapid upgrading in the key category experience providers. The first thing is to launch more categories such as large appliances, fast fading and beauty makeup, and provide deterministic logistics services.

We never want the business to promise anything, the key is how to do it together, not to make verbal promises.

At this stage, everyone wants to do it. Next is how we work together and how to do it. This is the most critical service standard to achieve higher expectations of user service.

The third thing is that different categories of gameplay are different in certain categories, some are suitable for playing scenes, some are suitable for playing life cycle, for example, in the category of clothing soft stores, life cycle operation becomes more important, and the operation of commodity life cycle becomes more important.

In addition, we have made some integration in household appliances and household products, integrating household appliances, household appliances and soft clothes related to household consumption.

The main consideration of the adjustment of the organizational structure is that, based on the strong correlation of the whole consumer, more consumption links should be constructed according to the consumption scenario of the family, and the consumption scenario should be constructed.

It has also made an integration in fast moving products, integrating Tmall supermarkets, mass traders group and brand Tmall flagship stores into different windows of brand different sales formats. It serves the same group of merchants, but touches consumers with different retail styles and experiences. These are Tmall's three vertical and two horizontal organizational changes in the "three vertical" Adjustment Ideas for the front office business.

In addition, we have made relatively large adjustments in the "two horizontal" business in China and Taiwan. The biggest change is the newly established two teams, one is Tmall marketing center, the other is Tmall operation center.

When Juhuasuan is combined to Tmall, Juhuasuan will become the main position of Tmall marketing platform. It will be unified with the merchants of Tmall, and the category strategy will be unified. The entire marketing node will be unified and unified with the overall business strategy of the merchants. Only in this way can we really achieve "thousands of people as one" good business, and businesses do not need to face two different strategies.

From the perspective of businessmen, Juhuasuan nodes, super brand day nodes, double 11 nodes form a gradient level pulse node. How to plan the three pulse nodes should be different in frequency and grade. This will ultimately give the merchants the space to play. This is what the marketing center must do.

As for the newly established Tmall operation center, this platform is really new. Businesses also want to know exactly what it can do and what it has to do with Tmall's operation.

The first is to manage and design the hierarchical mechanism of businesses. We began to try to manage the businesses from the beginning of last year, and design the hierarchical mechanism, so as to better match the resources and serve different businesses at different levels and levels, so that businesses can get greater certainty.

At the new Internet commerce summit, I also emphasized that after thousands of personalization, the biggest problem facing businesses is the high degree of personalization and uncertainty of the traffic. The contradiction between the stock planning of the whole business and the preparation of all the contradictions, we must stand on the top of the platform to design the top-level design so as to enable the mechanism to run and give the merchants certain certainty. This is the first thing that the operation center should do.

The second is to complete the whole system of Tmall's consumer end membership, from new customers to old customers, loyalty plan and system operation, and Tmall integral system operation. This is also what the operation center should do.

The above two horizontal changes in Taiwan, the core is that Ali hopes to better establish a business service system, better empowering businesses.

Finally, we will export a complete set of operational methodology to businesses.

In the wireless era, user product design is becoming more and more important.

The design of the consumer end products of our mobile terminals should enable business operators to achieve differentiation, and through the formulation of business rules, businesses will be able to deliver goods continuously to different consumer end products, and no longer be random cooperation in point bulk, so as to form a complete set of cooperative operation system.

We hope that each mobile end user product has clear user positioning, unique user value, and matching product design.

On this basis, let our business operation team go in, according to certain business rules, let businesses enrich the commodity warehouse, let our algorithm team based on each user product positioning, complete the precise matching of people and goods, and ultimately make consumers personalized experience better.

Next, how to achieve precise matching between goods and consumers, we are using intelligent methods to complete, using the real consumption behavior of people to guess the future, rather than using the past behavior to guess the future.

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