The future of shopping is being redefined as Tmall, Alibaba's B2C platform, implements a comprehensive organizational upgrade to accelerate its new retail vision. Announced on March 9, this strategic move represents a crucial step in Alibaba's digital transformation efforts and its mission to redefine consumer experiences through seamless online-to-offline integration.
"One Center, Two Fundamentals": Tmall's 2018 Strategic Framework
Tmall President Jing Jie outlined three core missions for 2018: serving as the primary engine for consumption upgrades, driving brand digital transformation, and acting as the main force behind Alibaba's new retail strategy. The reorganization follows a "one center, two fundamentals" approach, placing consumers at the center while focusing on brand digitalization and new retail implementation.
Three New Business Units Established for Operational Efficiency
The restructuring introduces three specialized business divisions:
- Tmall Consumer Electronics Division: Combining mobile devices, home appliances, and supply chain operations under General Manager Yang Guang (alias: Chui Xue), this unit aims to streamline the electronics supply chain while enhancing logistics, after-sales services, and personalized recommendations.
- Tmall Home Furnishings Division: Led by concurrent General Manager Yu Wei (alias: Shao Long), this division focuses on improving consumer experiences in home decoration and automotive sectors through AR/VR technologies and innovative retail scenarios.
- Tmall Platform Operations Division: Merging marketing and consumer-focused operations under General Manager Liu Bo (alias: Jia Luo), this unit will drive precision marketing and customized shopping experiences based on consumer behavior analytics.
Global Expansion and New Retail Integration
Former Home Appliances General Manager Yin Jing has been appointed as Assistant to Alibaba Group's CEO, focusing on global strategy implementation. This move signals Alibaba's ambition to export its successful new retail model to international markets.
The company had previously established the Tmall New Retail Platform Division in January 2018, integrating Alibaba's cloud infrastructure, digital capabilities, and big data resources to bridge online and offline retail experiences. Under General Manager Ye Guohui's leadership, this division provides comprehensive digital solutions for brands.
Deepening New Retail Through O2O Integration
As the foundation of Alibaba's new retail ecosystem, Tmall will collaborate with physical retail partners including Intime, Suning, and RT-Mart. The restructuring ensures alignment between Tmall's vertical business units and Alibaba's eight new retail divisions, promising more personalized and convenient shopping experiences through deeper online-to-offline integration.