April 26 news, recently Xiaomi Youpin has made structural adjustments, the former deputy general manager Ye Hualin was appointed as the general manager, reporting to Xiaomi China President Lu Weibing.
Since its inception in 2017, in the past five years, Xiaomi Youpin has experienced three responsible persons, namely: Gao Ziguang, Bai Fang, and Ye Hualin.
In September 2021, after Gao Ziguang, who was promoted to vice president for just one year, Xiaomi Group integrated Xiaomi Youpin with Xiaomi's retail business in China.
The first-line helmsman of Xiaomi Youpin was also replaced by Bai Fang, the former general manager of the fourth department of the Internet.
Now, less than a year later, Bai Fang's position as the person in charge has been hastily replaced and replaced by Ye Hualin.
At present, after Ye Hualin was promoted, there was no news of Bai Fang's subsequent whereabouts.
After Gao Ziguang left, Xiaomi's internal status declined
For Xiaomi Youpin, Gao Ziguang is a veritable "founding father", who single-handedly founded and was responsible for Youpin e-commerce for more than two years, and experienced the stage of Xiaomi Youpin's pioneering from scratch.
In February 2014, Gao Ziguang joined Xiaomi, and then made Xiaomi IoT popular.
In 2017, Lei Jun separated the Mijia Youpin team from the MIOT (Xiaomi Internet of Things) team, established the Youpin E-commerce Department, appointed Gao Ziguang as the general manager of the Youpin E-commerce Department, and reported to Liu De, senior vice president of Xiaomi.
In August 2017, Mijia Youpin was renamed Youpin, a move that is often interpreted by the outside world as de-milletization. But in fact, according to Gao Ziguang, after deciding to do independent e-commerce, they internally wanted to go to the "Mijia", and the reason why they experienced "changing their name after four months" was only a trademark registration issue.
In the more than two years in charge of Xiaomi Youpin, Gao Ziguang has built a set of effective methodologies and systems under the Youpin e-commerce system, so that Youpin has achieved a GMV breakthrough of 10 billion in 2019.
In 2020, under the impetus of Liu De, Gao Ziguang was promoted to vice president of Xiaomi Group, and at the same time transferred to China to take charge of the new retail business. After the transfer, Gao Ziguang's reporting object was also transferred from Liu De to Lu Weibing, president of the China region.
For the promotion and transfer of posts, Gao Ziguang at that time was not very excited, on the contrary, he repeatedly said that he did not want to take it.
First, once you leave the direction of the product, there will be changes accordingly, which is prone to problems. Second, he is well aware that his strengths are in software, Internet technology, etc., and the mobile phone industry has high cognitive barriers, which need to be supported by a lot of experience and contacts, and he does not have much confidence in going to China.
But later, Gao Ziguang still took on this heavy responsibility.
In March 2021, Lu Weibing, a partner and senior vice president of Xiaomi, began to oversee Xiaomi's China region and international department; a month later, the major appliance business was also transferred to the management of Zhang Feng, a partner and senior vice president of Xiaomi, following the notebook and TV business.
At this point, the large hardware business outside xiaomi mobile phones has moved from decentralization to integration.
After Lu Weibing operated the entire China region, he sorted out the Chinese region, and the core sales department was carefully dismantled into sales department one, sales department two, and sales department three.
Among them, Gao Ziguang is responsible for the sales of one, and is in charge of the three businesses of Xiaomi Network, Xiaomi Home, and Xiaomi Youpin. The second sales department is responsible for Wang Xiaoyan, mainly e-commerce channels; the person in charge of the third sales department is Yu Peng, who is responsible for the operator business sector.
Half a year later, in September 2021, Gao Ziguang decided to end his career in Xiaomi China.
Informed sources told Leifeng That after Xiaomi Retail began to open offline stores across the country, Gao Ziguang felt that his mission in China had been basically completed, and he already had the intention to start a business before the 40-year-old mark.
After Gao Ziguang's departure was approved in October 2021, Shang Jin, vice president of Xiaomi and general manager of the integrated management department in China, began to assume the responsibility of new retail.
Interestingly, without the business founder Gao Ziguang's Xiaomi Youpin, the status within Xiaomi has since begun to decline significantly.
In November 2021, Xiaomi announced the integration of its independent e-commerce platform "Xiaomi Youpin" with Xiaomi's retail business in China. Xiaomi Youpin and Xiaomi Mall will end the different situations of independent settlement and operation policies, and jointly serve the new retail goals of Xiaomi Group.
That is to say, at this point, Xiaomi Youpin is no longer independently developed and has been downgraded in terms of business architecture.
Gao Ziguang, Xiaomi's first vice president of internal training after 80
Promoting young people within the Xiaomi organization has always been a matter of importance to Lei Jun, and it is also the core work of the organization department under Liu De's management, with the purpose of promoting the rejuvenation of the Xiaomi management team and allowing Xiaomi to maintain its combat effectiveness.
After the listing in 2018, Xiaomi launched the biggest organizational structure adjustment since its establishment: the ecological chain department, MIUI, TV and interactive entertainment business led by co-founders Liu De, Hong Feng, Wang Chuan and vice president Shang Jin were reorganized into ten first-level departments, and boldly reused young executives after the 80s to report directly to Lei Jun.
At that time, these ten business units and the responsible persons were as follows:
Television department, the general manager is Li Xiaoshuang;
Ecological chain department, the general manager is Qu Heng;
Notebook computer department, the general manager is Ma Qiang;
Intelligent hardware department, the general manager is Tang Mu;
IOT Platform Department, general manager is Fan Dian;
Youpin e-commerce department, the general manager is Gao Ziguang;
Internet Department I, responsible for MIUI core experience, technology middle office, commercial product development and advertising sales, game distribution, business cooperation and MIUI international business, the general manager is Li Weixing;
Internet Department II, responsible for the app store, game center, millet music, millet reading, millet life, the general manager is Qiu Ruiheng;
The third department of the Internet, responsible for information, search, developer ecosystem and other businesses, the general manager is Yu Kai;
The four Internet departments, the negative TV version of MIUI, Xiaomi Video, Pictorial, Live Broadcast, Mi Chat, Mi Che Life, Fast Video and Internet Innovation Business, the general manager is Bai Peng.
The general managers of these ten business units reported to Lei Jun at the same time, which also means that Lei Jun's management of some businesses is more direct and more flat.
At that time, Lei Jun said that Xiaomi should "start to train and promote a large number of young management cadres."
But three years later, that is, in 2021, among the general managers of this batch of first-level departments, only Gao Ziguang, who was responsible for Xiaomi's e-commerce at the time, was promoted to vice president of the group and entered the core business of mobile phones, becoming the main leader of Xiaomi's new round of offline channel expansion.
Gao Ziguang joined Xiaomi from Tencent in February 2014 and is recognized by Xiaomi as the first post-80s executive to be promoted from within, and the youngest vice president of Xiaomi.
At that time, Lei Jun also posted a photo with Gao Ziguang, Lu Weibing and Liu De on Weibo.
However, with the departure of Gao Ziguang, there is no left in the senior management of Xiaomi after the 80s.
Among the 10 young executives who had high hopes for Lei Jun, Ma Qiang, Tang Mu and Gao Ziguang have all left their jobs, and 5 people have been transferred.
At present, among the people who have transferred jobs, li Xiaoshuang and Yu Kai, who have joined the car-making preparation team, and Qiu Ruiheng, who is the general manager of the middle and taiwan department of the business, are still in the front line of the business.
On October 15, 2021, Xiaomi announced the appointment of Li Xiaoshuang as vice president of Xiaomi Automobile, who will be responsible for product, supply chain and market related work, and report directly to Lei Jun, CEO of Xiaomi Automobile.
Bai Peng, who was transferred to prepare for the to B business, and Li Weixing, who was transferred to the technical committee as vice chairman and secretary general, both withdrew from the front line. At the Xiaomi Enterprise Service Summit on October 12, 2021, Bai Peng appeared as vice president of the To B business unit.