Taobao and Tmall are fully integrated, with three centers focusing on consumer and merchant experience

The new structure will "fully focus on user experience and customer value, eliminate inertial thinking, and encourage mechanism innovation."

Among them, the most watched adjustment is that, on the basis of insisting on the dual-brand operation of Taobao and Tmall , the new Industry Operation and Development Center, Platform Strategy and Operation Center, and User Operation and Development Center will be newly established, which will be respectively led by Chuixue, Sihan , and Xuande , and report to Dai Shan.

In terms of innovative business, live streaming is managed by Daofang, and content ecology such as Guanguang is managed by Qiancheng . They report directly to Dai Shan, which also reflects Alibaba's emphasis on these two businesses.

In addition, Alibaba Group CTO Lu Su will concurrently serve as Taobao CTO, and Group CCO/CRO Shi Tai will concurrently serve as Taobao CCO/CRO. Jia Luo will continue to be in charge of Alimama .

The establishment of three new centers means that the two core businesses of Alibaba e-commerce, Taobao and Tmall, have been fully integrated in the background . After this round of adjustments, Taobao will form a unified platform mechanism to ensure that consumers' shopping experience is simpler and smoother, and the development and growth of small and medium-sized businesses are more certain.

Previously, although Taobao and Tmall shared the same Taobao app , they had two different platform mechanisms. Taobao was mainly for small and medium-sized businesses and diversified long-tail supply, while Tmall was mainly for serving brand businesses. This organizational adjustment has achieved the full integration of Taobao and Tmall , which will drive consumers' shopping experience to a smoother level.

Under the new mechanism, both brands and small and medium-sized businesses will operate under a new unified platform mechanism. Alibaba's merchant service capabilities accumulated through Tmall and Taobao businesses in the past will fully serve all merchants and give them a better experience. The industry operations of Taobao and Tmall are fully connected, and the growth path of small and medium-sized merchants will be clearer.

This adjustment is not just a simple physical merger of Taobao and Tmall 's industry operation capabilities , but an upgrade of consumer and merchant service capabilities.

The newly established Industry Operation and Development Center will move from industry operation to industry management, provide in-depth services to merchants, and provide full-life cycle consumer operation and product operation capabilities for all merchants, including small and medium-sized merchants. A customer experience evaluation team will also be established under each vertical industry, with customer satisfaction as the benchmark for the industry's operating level.

The newly established platform strategy and operations center will upgrade the platform mechanism, promote the widespread application of intelligent technology, and establish a full-range digital merchant operation product system to enhance merchants' insight into medium- and long-term consumption trends and their ability to respond quickly to consumer feedback.

The newly established User Operation and Development Center will continue to optimize the consumer experience chain from the user product level, bringing consumers a simpler, smoother and more enjoyable shopping experience.

It is not difficult to see that the three newly established centers correspond to the three dimensions of merchant services and product operations, platform rules and governance, and consumer experience. The organizational design is entirely based on the customer's perspective.

On January 1, Alibaba China's digital business division was officially established. On behalf of Alibaba Group, Dai Shan was in charge of Taobao (including Taobao, Tmall, and Alimama), B2C retail, Taobao Caicai, Taote, and 1688 .

Alibaba's financial report shows that as of September 30 , 2021 , there are 953 million annual active consumers from the Chinese market in the Alibaba ecosystem. The monthly active users ( MAU ) of the Chinese retail market reached 946 million , an increase of 65 million from the same period last year .

Analysts believe that with the integration of Taobao and Tmall's businesses, the upgrading of merchant services and consumer experience, and the further strengthening of live streaming and content-based businesses, Alibaba will further consolidate and strengthen consumer minds and create greater certainty of growth opportunities for different types of merchants.

Taobao

Tmall