In 2023, the number of new stores opened on Tmall will increase by 70% year-on-year Wu Yongming announced that the younger management team will take over Taotian Group

On December 22, Alibaba Taotian Group continued to move at the business level and organizational structure level.

On the one hand, the 2023 brand entrepreneurship report released by Tmall shows that the number of new merchants in 2023 will increase by 70% year-on-year, and summarizes the current development trend of brand entrepreneurship and high efficiency.

On the other hand, Wu Yongming, who has just officially served as the CEO of Taotian Group, announced that the young management team of Taotian Group has taken over the baton in an all-round way, and at the same time put forward requirements for Taotian Group to face up to the status quo and start a new business. Since Wu Yongming took over as CEO of Alibaba Group in September, he has made a series of arrangements at the strategic, business and organizational levels.

Tmall's new merchants in 2023 will increase by 70% year-on-year

On December 22, Tmall released its annual brand entrepreneurship report (hereinafter referred to as the "Entrepreneurship Report"), showing that in 2023, the number of new merchants will increase by 70% year-on-year, and it will continue to become the preferred main position for brand entrepreneurship.

Alibaba's financial report data for the first quarter of fiscal year 2024 (the second quarter of the natural year 2023) shows that in the past year, Taobao Tmall added more than 5 million new merchants, and in the second quarter of 2023, the number of new merchants on Tmall increased by 75% year-on-year, and the number continued to rise in the third quarter of this year, reaching 105%.

From the perspective of the types of merchants that will start brand businesses in 2023, the proportion of merchants with factories in characteristic industrial belts who have established their own brands through Tmall is the highest, accounting for 41%, followed by new consumer brands created to meet new needs, accounting for 19%, and brands created for content-based IP and live broadcast celebrities. Among the TOP20 characteristic industrial belts with the fastest growth rate in 2023, the number of newly opened stores of Cangzhou fishing gear, Caoxian women's clothing, Luoyang flowers, and Tai'an pastries and biscuits has grown the fastest, with a growth rate of more than 1,000%.

At present, the Tmall platform has gathered more than 300,000 global brands, becoming the main position of the brand's largest operation. Only when a merchant and an entrepreneur operate on Tmall and emerge can it mean that they have truly embarked on the road of brand creation.

During this year's "Double 11", 402 brands exceeded 100 million yuan in Tmall, and 1,606 brands won the championship of new categories among the brands that were created on Tmall within three years. 450,000 large-capacity tons of cups meet the daily average of "8 cups of water", 450,000 pieces of "Double 11" were sold, 2.65 million pieces of "Shark Pants" were sold in the new category of "Shark Pants", and more than 30 million copies of bath soup products were sold for the main "Vitality Master" who can easily maintain their health at home. Industry insiders said that the energy of brand entrepreneurship is slowly being released.

Judging from the typical merchants who have been successful in Tmall brand entrepreneurship, the IP derivatives brand "March Beast" under Flip Animation has only been in Tmall for 3 months, and the transaction volume has exceeded 51 million during this year's "Double 11", winning the first place in the list of new brands of trendy toys and the third place in the industry-wide list. Snowline, a lifestyle brand that started with ski wear, is one of the typical representatives of foreign trade foundries to create their own brands, through the Tmall platform, the brand understands users better, and now Snowline is in the main Tmall position, sales have increased steadily, and have increased several times year after year.

It is reported that in order to help new merchants and entrepreneurs grow rapidly and break the situation, Tmall launched the "Blue Star Plan" to support new merchants this year, providing incentives of up to 50,000 yuan, and opening the digital capabilities and platform resources of the Tmall platform to merchants.

"Professional escorts have become very important. Some of today's brand entrepreneurs pay attention to products and supply chains, but what they lack is the ability to operate online. What the platform needs to do is to simplify the steps of operation, that is, to make some of the original complex operations more acceptable to the brand, or to provide special services for the brand in the form of small modules to help the brand solve the problem of operational efficiency. An Tang, general manager of business growth of Taotian Group's brand business development center, said.

The young management team has taken over Taotian Group in an all-round way

On December 22, Wu Yongming, who had just officially served as the CEO of Taotian Group, immediately carried out a drastic organizational adjustment. Wu Yongming announced the latest organizational decision of Taotian Group, and the younger management team will take over the baton in an all-round way. At the same time, Wu Yongming put forward a request to Taotian Group: face up to the status quo and start a new business.

Previously, on December 20, Wu Yongming, CEO of Alibaba Group and chairman of Taotian Group, concurrently served as CEO of Taotian Group. From then on, Wu Yongming will serve as the CEO of Alibaba Group, Taotian Group and Alibaba Cloud Intelligence Group.

This time, six young managers were appointed to lead the key businesses of Taotian Group and report directly to Wu Yongming. Among them, the "post-85" Wu Jia will be responsible for the Taotian User Platform Division and Alimama Division. It is understood that Wu Jia joined Alibaba in 2010, and has accumulated rich experience in the front line of technology development, cultivating and incubating Quark, a product that is widely popular among young people. Wu Jia will also continue to serve as the president of Intelligent Information.

Chen Weiye, the current chief operating officer of Ele.me, will be transferred to Taobao and will be responsible for Taobao Business Division, Taotian Merchant Platform Department, and Taotian Customer Satisfaction Department. He led the proposal of Ele.me's brand value direction of "rest assured and delivered on time", and created a phenomenal marketing "guess the answer for free". He is also the founder of Xianyu, another idle trading and hobby content platform that young people love.

Liu Bo (Jia Luo) will take over the Tmall business department, he has been on the front line of Taobao Tmall business for more than ten years, has rich experience in business practice, and has continuously created a number of strategic tracks. Born in '87, Wang Tingxiang (Shaoyou) will lead the apparel development department. Liu Yiman (Yiman), the former head of the direct sales business, will be in charge of the M2C division. Cheng Daofang (Daofang) will lead the Taobao Live and Content Division, responsible for promoting Taobao's content construction and innovation.

Wu Jia and Chu Duan were transferred from other business groups to Taotian's new positions, and the work responsibilities of the other four managers have also changed, showing the unified command and high-intensity talent investment of Alibaba Group's strategic focus business.

Wu Yongming's strategic adjustment continued

On March 28 this year, Ali launched the largest organizational change in the 24 years since its establishment, and by September 10, Ali's current round of changes has basically taken shape.

In this round of reform, Alibaba Group has been split into a "1+6+N" structure, that is, six business groups and a number of business companies, including Alibaba Cloud Intelligence, Taobao Tmall, Local Life, Cainiao, International Digital Commerce, and Dawen Entertainment. Joe Tsai, Executive Vice Chairman of Alibaba Group, is appointed Chairman of the Board of Directors, and Yongming Wu is appointed Chief Executive Officer.

Since Wu Yongming took over as CEO of Alibaba Group in September, he has made a series of arrangements at the strategic, business and organizational levels.

On September 12, Wu Yongming, who had just assumed the post of CEO of Alibaba Group, called on Ali people to "reshape user value with the determination to start a business again", and emphasized: "We will resolutely implement the rejuvenation of the team, let the young main managers refresh the business management team, and create a mechanism and cultural environment for more young Ali people to become the core strength of Alibaba." ”

At the same time, Wu Yongming clarified the strategic focus and priority selection of the whole group, defined the core business and business strategy, and resolutely chose the main business.

In November, Alibaba announced the first batch of strategic-level innovative businesses for young people and technology development trends - 1688, Xianyu, DingTalk, and Quark, and focused on promoting the reform of the younger management team. This adjustment is one of a series of measures taken by Wu Yongming to promote the rejuvenation of management, and these young managers have been fully trained in the front line and have emerged with business performance.

Chairman Joe Tsai of Alibaba Group also made it clear in a letter to all employees entitled "The only constant is change, let's ignite the spirit of starting a new business!" to promote the reform of the management team in an all-round way. "Next, we will fully use the young management team that has been trained at the grassroots level and is up-and-coming, so as to create their own innovation environment for young people. Tsai Chongxin pointed out.