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jewelry supplies wholesale knoxville Tmall's "three vertical and two horizontal" is actually upgraded by merchant service
Guidance: Cat and Jingdong are completely different structures, and any company has its own characteristics. Merchant.
, as the world's largest e -commerce ecosystem, Ali's every move has attracted much attention. On December 2nd, Alibaba Group CEO Xiaoyaozi issued an internal open letter, announcing the integration of Tmall and Gathering teams, and establishing three major business groups and marketing platform business departments and operation centers, that is, to create a "three vertical and two horizontal horizontal horizontal horizontal horizontal horizontal horizontal horizontal two horizontal horizontal horizontal two horizontal horizontal horizontal two horizontal horizontal horizontal horizontal two horizontal horizontal horizontal horizontal two horizontal horizontal horizontal two horizontal two horizontal horizontal horizontal two horizontal horizontal two horizontal horizontal horizontal horizontal two horizontal horizontal horizontal horizontal two horizontal horizontal horizontal two horizontal horizontal horizontal horizontal horizontal horizontal two horizontal horizontal horizons "Organizational structure.
"Three verticals" is to form a fast consumer goods business group to set up a fast consumer goods business group, Tmall Electric City, Tmall Meijia and other electrical home improvement business groups. Men and women's clothing, luggage, shoes and hats, underwear accessories, jewelry jewelry and other set up clothing and clothing business groups; "two horizontal" are the integration of Tmall Marketing Department and Gathering into a platform business department. Planning management and resource management.
It, according to the new organizational structure, Tmall's exports are simplified, which is a great benefit for merchants, which means that it will enjoy more convenient services.
In internal integration, housekeeper service
On how to understand Tmall's adjustment? Looking at the government center of the big city, it is very easy to understand. In the past, enterprises went to government departments, and they had to run once in business, taxation, and quality inspection. Now they are concentrated in a local office, or even a window to accept business, allowing enterprises to run a lot of injustice and greatly improve their efficiency. The adjustment of Tmall's "three verticals and two horizontal" is similar to the setting of the government center, breaking the barriers of the internal departments, and forming a unified export of merchants.
In the past, the gathering and Tmall supermarkets must be connected separately. Merchants may need several interface leaders to plan alone in resources. The efficiency of merchants will be greatly improved. As Xiaoyaozi's internal letter says, "We want to make a group coordinate and serve customers like a person's movements." This is actually a housekeeper -style service. All needs are submitted to the housekeeper. Arranged. After Tmall is unified, merchants can enjoy one -stop service.
For example, after the establishment of the fast consumer goods business group, it includes Tmall supermarkets, beauty wash, food mother and baby, Tmall fresh freshness and other businesses. Merchants can cover Tmall flagship stores, Tmall supermarkets, and Gathering and enterprise procurement such as shopping scenarios. At the same time, it can also use Ali's consumer operation model to turn Tmall into the main position of the brand to achieve commercial Internetization in the fields of brand building, channel management, and product innovation.
Prior to this, Tmall Fast and Tmall Supermarket had tried coordinated operations. During the Yixi Super Brand Day event in May, the flagship store and Tmall supermarket were in -depth coordinated. The flagship store launched the "Gini Challenge of Biscuits Box Filling Color Graffiti", while Tmall Supermarket undertakes sales of more than 2/3 during the event. In August, the star chocolate brand Milka (Milka) entered the Chinese market through Tmall's first start. In the first two months of the start, Tmall Supermarket contributed about 60%of sales.
Obviously, the adjustment of Tmall's architecture this time is not accidental, but after testing is valid, it can truly bring greater value to the merchant and solve the pain points that the merchant encountered in the development process. Xiaoyaozi also mentioned in the internal letter, "We must set the pain points that customers encountered in our platform's development, unify the entire retail platform's service strategy for customers."
In essence, this adjustment is actually Ali's mission, "making the world no difficult business." Only by breaking the bottleneck of merchants on the platform's development and improving the service efficiency of merchants can the business of merchants be better and better. In the past so many years, Ali has continuously adjusted the structure, and the ultimate goal is to serve merchants and consumers.
does not change the unchanged organizational structure. In the development of any company, it must be continuously adjusted based on changes. Earlier, JD.com also made several rounds of adjustments, set up the business department according to the category, and set up a new marketing platform system this year. Some people think that Tmall is almost a tissue structure in JD. It seems the same, but there is actually a big difference.
, on the one hand, Tmall's architecture adjustment is the integration of small platforms into large platforms. The gathering is the largest group buying platform in China. Tmall Supermarket is the largest online supermarket. All these two large platforms are included in the Tmall system. Integrating into the marketing platform business department, the latter was included in the fast consumer product group. Such arrangements are unintentional. Group purchase is not a conventional sales, but a promotional behavior, which belongs to the marketing category. Therefore, it has been included in the marketing platform, and its positioning becomes clearer.
On the other hand, the "three vertical" business group is the construction of large categories, the purpose is to open up the boundaries between categories and exert the common characteristics of each other. There is a common point for fast consumer goods -fast, fast consumption, high frequency, and Tmall supermarkets are included in this logic that allows fast -moving consumer goods to circulate faster and better serve fast -moving merchants. After all, electrical home improvement and clothing are relatively lower.
In fact, Tmall and Jingdong are completely different structures, and any company has its own characteristics, and pays attention to better service to its own merchants. The fundamental adjustment of Tmall's internal architecture is that it is to improve the services of merchants and solve the pain points of merchant development. It is a major feature of Ali to be able to adjust its own rapid adjustment. Therefore, it is not difficult to understand why Tmall can continue to lead.
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