This battlefield is in the offensive period, and it needs a good warrior to expand the territory.
Wen / Ba Jiu Ling
A paper appointment, Ali's "prince" Jiang Fan, who was caught in the peach scandal, once again entered the field of public opinion.
On December 6, Ali, who likes to toss around after double 11, announced the latest organizational structure adjustment. The chairman of the board of directors of Alibaba Daniel Zhang's adjustment ideas, focusing on two points:
First, Alibaba's main business reorganization has been divided into two new sectors, namely China Digital Commerce and Overseas Digital Commerce; second, Dai Shan is in charge of China's digital business sector; and Jiang Fan is in charge of overseas digital business.
Source: Alibaba's official website
Some of the power of the two is more like an exchange, some of the overseas business that Dai Shan was responsible for before is now attributed to Jiang Fan; the businesses such as Taobao and Tmall that Jiang Fan was previously responsible for are now owned by Dai Shan.
But when it comes to the weight of power, Dai Shan is obviously much more important, and she controls the most profitable and line-making sectors of the Ali Empire. The overseas sector that Jiang Fan is in charge of, whether it is revenue or business line, is much cooler.
From this point of view, Jiang Fan seems to have been relegated to the frontier.
However, if you consider it from the perspective of post setting and Ali strategy, Jiang Fan is another fate.
We must first understand the logic of Daniel Zhang.
Since Daniel Zhang took over the Ali Empire, there have been many rounds of dazzling organizational changes. The most important change before that occurred in 2015, he proposed the strategy of "big middle office, small front desk".
Daniel Zhang
The meaning of this strategy is that the front office represents the front-line business department, and the middle office is the resource package condensed by the technical capabilities within the company. In the past, when making products, each business line would do technology from scratch, but with the middle office, you can share technical resources and avoid repeated wheel building.
"Big middle office, small front desk", to some extent, also represents the concentration of Ali's power. But judging by the latest open letter, Daniel Zhang's understanding of the organization has changed, he wrote: "Facing the future, diversity governance will become the group's new organizational strategy." ”
In other words, the direction of organizational change that Daniel Zhang will focus on in the future is pluralistic governance.
Diversification, to some extent, represents decentralization, and each meta-business becomes a small kingdom in its own right.
Daniel Zhang had actually revealed his vision a few months earlier.
In July, when the Daniel Zhang made adjustments to the local living area, it mentioned "all-round reform with plans and steps", and also mentioned the "plate governance model on the operation responsibility system of each business unit". By the end of November, it was reported that Daniel Zhang was delegating power to the presidents of various business units, who played the role of "mini-CEO" to speed up the decision-making process.
Then to the internal letter in early December, the pluralistic governance of the Daniel Zhang has a general look. After diversified governance, Ali has four major sectors and four responsible persons.
The full text of Daniel Zhang's internal letter (Source: Tao List)
According to Caijing, Dai Shan is responsible for China's digital business sector; Jiang Fan is responsible for overseas digital business; Zhang Jianfeng is responsible for Alibaba Cloud and Technology; and Yu Yongfu is responsible for local life services.
Daniel Zhang was "Shuai", and the four deputies each drew a base area and became a "general".
In the past, there were dozens of executives who reported to the Daniel Zhang, but now these four are all serving as presidents, in charge of different large businesses, Daniel Zhang delegate power, but also reduce the burden. The identity of the president also represents the expansion of the power of the four people, and in terms of position alone, Jiang Fan has indeed been promoted in Ali.
Of these four, three are Ali's partners, but Jiang Fan is the most special.
He was born after 85, originally young and promising, but he made a big mistake that public opinion believed. Last year, he was married and zhang dayi, an internet celebrity with goods, made a peach news, and then Ali punished him: his rank was downgraded from M7 to M6, and he was also removed from his partners.
Ali did not fire Jiang Fan in the end, the most direct reason may be that there is no interest transmission in the company to which Jiang Fan and Zhang Dayi belong, and secondly, this young man who was promoted by Daniel Zhang has indeed made great achievements.
In 2013, Jiang Fan joined Ali, and through the transformation of mobile phone Taobao, helped Ali get a ticket for the mobile Internet, and then took charge of Tmall and Taobao. In the words of Daniel Zhang in the open letter, it is "Jiang Fan has made important contributions to the wireless, personalized and content-based development of Taobao in seven years, and looks forward to Jiang Fan leading the team to achieve more innovation in the development of overseas markets."
Jiang Fan
The battle merit is Jiang Fan's yellow coat. In the eyes of Daniel Zhang and other elders, although Ali is particularly attentive to talent construction, it is difficult to find good, and Jiang Fan has only one person.
After this structural adjustment, Jiang Fan's opportunity seems to have come.
Dai Shan, who took over the Tao-related product line from him, now controls half of Ali's revenue and has become a hot and powerful figure.
Dai Shan, 44 years old, entered the company at the beginning of Alibaba's founding, and in the B2B business field, she launched the Taobao special edition (Taote) and Taocai cuisine. In the domestic market, Ali's new story is the sinking market behind Taote and the industrial Internet, and from Dai Shan's resume, these two happen to be her specialties.
The latest quarterly report shows that the business growth of the three major domestic e-commerce platforms is weak. Specific to Alibaba, revenue was 200.69 billion yuan, an increase of 29% year-on-year, lower than market expectations; adjusted net profit was 28.52 billion yuan, down 39% year-on-year.
Source: Alibaba earnings report
Business growth is sluggish, and new industries such as Taote are still investing. Ali's business in the Chinese market has been fighting with various opponents for many years, and the overall situation is on the defensive. Since Ant Technology was terminated last year, Alibaba has paid huge fines for monopoly, and the Internet giant has entered an era of strong supervision.
This is also the reason why Ali has carried out organizational changes and set up overseas markets as a large sector.
Opportunities abroad.
At the beginning of the establishment of the company, Ali looked at foreign countries and helped Chinese merchants connect with foreign markets. After Ali's listing on the U.S. stock market in 2014, there was globalization in the strategy formulated for the next decade. When Daniel Zhang took charge of Ali, internationalization is also a strategy that has been mentioned many times.
The overseas digital business sector that Jiang Fan will be responsible for, the latest quarterly report shows that it accounts for 7% of Ali's total revenue, but its 30% growth rate far exceeds China's wholesale commercial revenue. Its overseas business includes platforms such as its self-built AliExpress, as well as enterprises such as Lazada, a Southeast Asian e-commerce company that has finally achieved control through capital operation.
Alibaba's "vision" is to serve 2 billion consumers worldwide by 2036.
At present, Alibaba's annual active consumers are 1.24 billion, of which 285 million are from overseas, and overseas is the main battlefield to achieve the goal of 2 billion in the case of exhaustion of domestic users.
This battlefield is in the offensive period, and it needs a good warrior to expand the territory. Jiang Fan needs a tough battle to wash away the doubts raised by the peach news. Daniel Zhang also need jiang fan's battle achievements to prove his ability to recognize people.
As for the outcome of the battle, it will be left to the test of time.
The author of this article | Horse tears | When the value is edited | Wu Crescent Moon
Responsible Editor | He Mengfei | Editor-in-Chief | Zheng Yuanmei | Image source | VCG