Produced | Tiger Sniff Commercial, Consumer and Mobile Group
The author | Miao Zhengqing
Caption image| IC Photo
On the 6th day of officially taking the helm of Alibaba China's digital business sector, Dai Shan gave her first "answer sheet".
On the afternoon of January 6, Dai Shan, President of Alibaba Group's China Digital Commerce Division, released an internal letter announcing the new organizational structure of the former Taobao Tmall business.
According to the adjusted structure, Taobao and Tmall, on the basis of adhering to dual-brand operation, will achieve further integration through the newly established three centers (industrial operation and development center, platform strategy and operation center, user operation and development center), and some insiders told Tiger Sniff that with the operation of the three major centers, Taobao and Tmall two major businesses will be fully integrated at the background level, which means that Taobao will form a unified platform mechanism.
The changes that Dai Shan brought about did not stop there.
According to the new structure, Taobao Live will continue to be responsible for the previous responsible person Daofang, but Daofang will report directly to Dai Shan - previously, there was no direct reporting relationship between the person in charge of Taobao Live broadcasting and the head of the business group where the Datao Department was located, which was regarded as Dai Shan's emphasis on the live broadcast business and the key layout to improve the efficiency of the live broadcast business.
Tiger Sniff asked Ali relevant people about the underlying logic of this structural adjustment for the first time, and was told that "the new architecture will strengthen the service awareness of the Datao Department and greatly improve efficiency." ”
It is reported that this is consistent with the internal image formed by Dai Shan in the 22 years of ali: within Ali, there is a product called "9 O'Clock Radio", which records 270 million original voices from customers, which is the key project launched by Dai Shan when she was a CCO in the past - in order to help new employees clarify the "customer first" principle, all new people need to listen to a few original voices randomly during training.
And Dai Shan's emphasis on efficiency has long been well-known within Ali. There were employees in the work report in order to thank more than a dozen colleagues and sent a group email, Dai Shan found out and replied bluntly, "Sending such a war report, you need @ a bunch of people, can not leak, can not be wrong, this time is better to leave it to yourself, leave it to customers." ”
At present, what lies in front of Dai Shan and Da Tao is not an Internet jianghu that can "lie and win". After the industry experienced an unsatisfactory 2021 and an unspeakable perfect double eleven, Dai Shan needs to lead the Da Tao department to revitalize morale and give a strong blow to the newly rising crowd, after all, on the side of the big Tao system, Douyin Kuaishou is ambitiously hungry and thirsty, and the old rivals Jingdong and Pinduoduo are also slamming on the accelerator...
Dai Shan wanted to change something
In short, Dai Shan wants to improve the customer experience. Specifically, Dai shan is trying to change three things: merchant services and merchandise operations, platform rules and governance, and the consumer experience. To this end, Dai Shan has set up a platform strategy and operation center, a user operation and development center, and an industrial operation and development center.
The consistency of platform rules may be one of the most eye-catching aspects of this change. Under the new architecture system, Taobao and Tmall will adopt unified platform rules. This is exactly the link where brands and consumers have often "complained" in the past few years.
The founder of a new consumer snack brand once told Tiger Sniff that Taobao and Tmall have different traffic logic and platform rules, which means more "delivery costs" for brands. It is worth noting that the two platforms of Taobao and Tmall were two sets of teams from the organizational structure, which means that there is also room for "efficiency improvement" in information and data linkage. Strengthening platform consistency means opening up for Taobao and Tmall. For brands and consumers, it can mean simpler choice experiences and more efficient delivery returns.
Another obvious change in This Daisan's transformation is the continuous strengthening of the term "experience" - the consumer experience has been elevated to the strategic value layer of the Datao system, which is rare in the past few years.
People familiar with Dai Shan may not be surprised, after all, within Ali, Dai Shan is a figure known for implementing values, and as an old Ali person, emphasizing "consumer experience" is a thing in the bones. Someone once sent a video to Dai Shan of Ali employees visiting customers, and in the video, Ali employees had a strong attitude, which disappointed Dai Shan. It is said that Dai Shan once asked the team, "How big is the shelf of our Ali employees now?" This is not what we wanted when we founded Ali. Another time, Dai Shan had a business trip to Guangdong, saw the customer drive 2 hours over, just to report the work rather than solve the problem, after the meeting, Dai Shan immediately formulated the Taocai dish "visit customer 5 to 5 don't" to improve efficiency and experience.
It is worth noting that in this change, the certainty of the growth of small and medium-sized businesses has been repeatedly mentioned. For the Big Tao, this may be a positive signal: in the past few years, small and medium-sized businesses in the Big Tao department are not doing well, and it has become a more common voice, which is actually related to the value strategy of the platform - are your resources tilted to large customers with more delivery capabilities, or are you treating small and medium-sized businesses in the growth stage equally?
This may be a fundamental difference that Dai Shan brought to the Da Tao family. As we all know, Dai Shan is regarded as an Ali executive who has little interest in "short-term returns". This time Dai Shan almost made his attitude clear, with the three major centers put into operation, more favorable policies for small and medium-sized businesses are gradually introduced, may be a wave of "emerging brand resurgence", but this is not an easy task, because it means that the platform executives need to resolutely maintain a great degree of restraint on "short-term gains".
From a longer-term point of view, the Big Tao department has actually reached a situation where it will not change. Although the big Tao system on the books is still very strong, but to see the future in 5 years.
According to statistics, 70% of the GMV of the Datao system comes from consumers aged 25 to 44, and they are the absolute main force of the Datao system, with a retention rate of more than 90%. But for today's Big Tao, it has reached a time when we need to consider the future, such as Generation Z.
According to Alibaba's own statistics, the ARPU brought to the platform by young consumers aged 15 to 24 is relatively low, but the penetration rate has reached 90%. What does this mean? This means that these Gen Z consumers are not unaware of Taobao and Tmall, but their usage habits have yet to be developed.
What's the key here? It's actually a service, or consumer experience.
Now all e-commerce platforms have seen that Z generation consumers are the future, Jingdong, Meituan, Pinduoduo, Douyin all regard Z generation users as the key engine of the future, this generation of consumption ability is extremely strong and online shopping acceptance is extremely strong, as a natural native belongs to the platform must compete for users. But in terms of Generation Z attraction, there is still room for the Big Tao system.
In 2021, there were third-party institutions that counted the Z generation's favorite e-commerce platform, and the two of the big Tao department did not win, which is actually a signal that is enough to make Ali's top management alert. Fortunately, it's not too late, because Gen Z users haven't yet formed the final spending habits.
Therefore, Dai Shan's emphasis on the road of consumer experience is just the right time: for Generation Z consumers, this is a window period that can still affect the mentality of e-commerce consumption. In a sense, this is why Dai Shan attaches so much importance to small and medium-sized merchants, because for Generation Z, many of the emerging brands they like are small and medium-sized brands today, and have not yet grown to a large enough scale, but if a platform holds Generation Z in one hand and small and medium-sized brands in the other, what will it be like in 5 years? I am afraid that in the 5 to 10-year cycle as far as the eye can see, you can sit back and relax.
At the moment, for Dai Shan and the three new centers, the key is the implementation effect of the next six months.
For everyone in the Datao system, in fact, this is not the time to make small calculations, they need to come up with a certain underlying spirit of the Ali people: for the sake of a larger pattern, shelve the controversy and work together. To tell the truth, at this time, the e-commerce jianghu is no longer a barbarian, but a million male soldiers, the next half year is crucial - once in several key nodes such as 618, the Big Tao system does not show a controlling posture, the aggressive crowd will be morale doubled. To put it bluntly, the Big Tao department needs unity.
This may be the moment when they need these two words the most in more than five years, because the next battle is not a battle between Dai Shan alone or a few people, it is about everyone in Ali, and even it is not the gain or loss of a city and a pool at the commercial level, but the survival of a value - which concept is the infrastructure for the future of China's e-commerce industry?
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