One Month in Alibaba Jeff Tang, 2013/09
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Absolutely more than this…
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
More than this as well…
* Incomplete agenda Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Agenda
• The program
• The company
• Tmall & my work
• Observations
• It’s fun time
• Summary
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
1. THE PROGRAM Good to be the “first” class.
One Month in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Global Interns Program (全球实习生项目)
Conceived the plan
3 years ago…
戴珊(集团CPO):the
ultimate program manger
曲洋(资深总监):Class coordinator
out of 10K+ applications http://e.weibo.com/1897953162/A3mxL3AWa
陆兆禧 (集团CEO)
彭蕾 (小微CEO)
Many others…
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Goal & an unwritten law
A bit more about this program…
Group Activities
• Opening
• Campus visits
• Weekly gathering
• Top mgmt sharing
• Graduation
The best way to taste Aliway (阿里味儿) is to work with Alipeople (阿里人).
1-on-1 mentorship in BUs
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
2. THE COMPANY BUs are working independently together... 形散而神聚
One Month in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
A quick view of its business in 2013
25 BUs constitute “Alibaba Group”,
but it only means 1/3.
* Org chart after restructuring on
2013/01/10, maybe outdated..
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
A quick view of its business in 2013
Alibaba Small and Micro Financial
Services Group (under formation)
彭蕾 - CEO
国
内
事
业
群
国
际
业
务
事
业
部
共
享
平
台
事
业
群
创
新
金
融
事
业
群
樊路远 (木华黎)
彭翼捷 (翼捷)
井贤栋 (王安石)
胡晓明 (孙权)
China Smart Logistics Network
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
The structure looks familiar?
Key Concepts of Supply Chain Management
Alibaba Group
Cainiao Network
Alibaba SMFS
Group
Alibaba’s E-commerce
Territory
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
3. TMALL & MY WORK C2B is the future, but has a long way to go..
One Month in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
China B2C market is huge and still growing fast
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Tmall is Asia’s largest B2C online retail platform
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Tmall: Online Shopping Landmark in China
Tmall allows brand owners, channel partners (distributors, authorized sellers)
to sell quality, brand name goods to consumers in Greater China region.
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Tmall is featuring more and more (high-end) brands
70,000+ merchants, 80,000+ brands, 400,000,000+ buyers. (as of 2013/07)
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Organizational Structure of Tmall
张勇(逍遥子) 总裁
物流事业部 大客户部 天猫事业部 航旅事业部
国际业务及商家成长部
产品技术部 网站运营部 客户满意部 新业务部
服装服饰
家装生活
美妆个护
时尚生活
数码电器
商家成长培训部
服务商运营
进口业务部
整合营销
商家互动部
国际招商(BD)
国际品牌管理
商家成长体系
整合营销
流量拓展部
品牌及行业合作
网站及规则
无线
商业分析部
品牌站
品牌街
五大垂直类目 Merchant Growing System
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Team of Merchant Growing System
Intelligent Product &
Service System
智能化产品与服务体系
Policy & Communication Service Platform
• 天猫早知道:the only official portal for information
disclosure and communication, (rules, updates,
solutions, training course, online registration etc) .
• 天猫规则解读:interpretation of rules for merchants
selling goods on Tmall – Dos & Don'ts.
Data-driven Operational Capability
Enhancement Plan for Merchants
• Diagnostic reports.
• Structured SOP after diagnosing.
• Data tools for regular operations and special
events.
• Knowledge system.
• Track merchant’s growing roadmap.
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
What did I do with the team?
* Part of my first & last bi-weekly report.
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Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Knowledge System Framework
Goal: to better assist category operations specialists (类目运营小二) to
diagnose individual stores, identify root causes to any problem, and push
customized operational enhancement solutions.
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Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Knowledge System Framework
It will be integrated into current data-
driven store enhancement plan.
Merchants, Tmall, and consumers are on the same boat!
Only when merchants grow, Tmall grows.
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Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
“Double Eleven”
2013 2012
US Cyber
Monday
~95
China’s Singles’ Day (光棍节)
Chinese Online Shopping Carnival
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Challenges behind the prosperity
It’s an extreme stress test for the whole ecosystem…
2012/11/11 Before After
Merchants
Tmall
Prod. planning
Inv. planning
Marketing
Biz innovation
Order fulfillment
Logistics
Traffic mgmt
After-sale service Alipay cap.
Real-time service
CRM
Sales
volume = Website
UV × Click-
thru-rate × Purchase-
thru-rate × Avg buyer
spending
Cust. service
Huge QPS
Real-time tracking
Order processing
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Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
“Double Eleven” Preparation Whitebook
Tmall rules, page template, etc
Operational planning
CRM techniques
Marketing channels
Customer service
Warehousing & distribution
Organizational readiness
Planning
I will be proud of this year’s success…
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Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
C2B: Future of E-commerce
Consumer-driven
Make-to-order (以销定产)
Personalization (个性化定制) Personalized
marketing
Socialized (open)
supply chain
collaboration Flexible manufacturing
Cloud computing
Personalized needs
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Tmall: Alibaba’s frontline for testing C2B initiatives
Pure Sales Platform Consumer
Connection Platform
Tmall Strategies (2013)
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Presales: Tmall’s first step to educate the market
Tmall
presales
Pick & pack
to order Shipping
Delivery to
doorstep
原产地直供,时令最新鲜
* captured on 9/4
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Customization? Category by category, even item by item.
Products like
furniture, home
appliances are
much easier to
do customization
than clothes.
Event-based;
Right cust. scope;
Group buying;
Attractive price;
* captured on 9/4
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Customization? Category by category, even item by item.
* captured on 9/5
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
It takes a long way to fully roll out. Shopping experience is key.
Item Store Brand/Category Platform
Personalized Marketing
• Tag-based CRM tools
(product, demographic,
customer behavior, etc)
• Brand watch + subscription +
SNS + Mobile Internet
seller-buyer interaction (O2O)
• “千人千面” (PC & Mobile) and
push personalized feeds
Low-hanging fruit
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Implications of Tmall C2B initiatives on my research
Product (line) launch
Planning Stage Operation Stage Time
Product Portfolio
Planning
Flexible Feature
Commitment
Customer Choice
Behavior Modeling for
Mass Customization
Multi criteria need to be
considered when
merchants are planning
products to sell.
Even if fitting customer individual needs
is an extra selling point for MC, price is
still (oftentimes) the most important factor
for customer’s choice decision-making.
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Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
4. OBSERVATIONS It is truly unique, value-driven, and organized to win.
One Month in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Simple logic for strategic planning
20
80
SOE / Big enterprises
SME
(屌丝:underprivileged losers)
Internet technology
Significantly lower
entry barriers and help
the 80% grow
Matthew Effect often occurs..
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
It could be applied to virtually any industry…
Supply Demand
C2B Tmall/B2C
Taobao
Marketplace Auction
Focus Position
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Business Nature Organization Corp. Culture
Organization Hierarchy Innovation Value/Intensity
Strategies
Tactics
Operations
Great Executors
Great Thinkers
Great Managers
Alibaba is almost purely driven by business model innovation until ~2009.
How to manage
22K+ employees??
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Business Nature Organization Corp. Culture
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Business Nature Organization Corp. Culture
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Business Nature Organization Corp. Culture
大理段氏的最高武学
客户第一
激情 诚信 敬业
拥抱变化
团队合作
Alibaba Value System
Detailed interpretation of 6 values could be derived for different functions.
客户是衣食父母
共享共担,平凡人做非凡事
专业执着精益求精
诚实正直言行坦荡
迎接变化勇于创新
乐观向上永不放弃
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Business Nature Organization Corp. Culture
金庸武侠中最高深的武学宝典,此功佛道相参,刚柔并济。
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Alibaba Leadership Model
胸怀
眼光 超越伯乐
会看
会Sell
有结果
领导者是寂寞的
胸怀是被冤枉撑大的
心态开放,能倾听,善于换位思考
找对人
养好人
养成人
Business Nature Organization Corp. Culture
These are not just slogans… they are like blood running through
employees' veins, and embodied by what they think, what they
say, and what they do.
武侠文化:capable, righteous, idealistic, realistic
(Chinese Chivalrous Culture)
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
风清扬
Business Nature Organization Corp. Culture
These are not just slogans… they are like blood running through
employees' veins, and embodied by what they think, what they
say, and what they do.
武侠文化 (Chinese Chivalrous Culture)
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
嗨,我是三丰!
姜鹏 (集团SVP)
Business Nature Organization Corp. Culture
These are not just slogans… they are like blood running through
employees' veins, and embodied by what they think, what they
say, and what they do.
武侠文化 (Chinese Chivalrous Culture)
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Business Nature Organization Corp. Culture
These are not just slogans… they are like blood running through
employees' veins, and embodied by what they think, what they
say, and what they do.
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
家文化:feel at home, emotional bond, brotherhood
(Home Culture,人情味儿)
Dress comfortably Trust, Simple, Happy
Business Nature Organization Corp. Culture
These are not just slogans… they are like blood running through
employees' veins, and embodied by what they think, what they
say, and what they do.
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
家文化:feel at home, emotional bond, brotherhood
(Home Culture,人情味儿)
You
Are
Cared!
Business Nature Organization Corp. Culture
These are not just slogans… they are like blood running through
employees' veins, and embodied by what they think, what they
say, and what they do.
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
家文化:feel at home, emotional bond, brotherhood
(Home Culture,人情味儿)
有情有义
Business Nature Organization Corp. Culture
Why Alibaba puts so much effort in developing
such unique organizational culture?
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Hard Power Soft Power
Vision
Mission KPI
Code of Conduct
Incentives
Penalties
Value System
Org. Culture No perfect system.
It always has some holes.
Complementary
互补 法律 道德
……
Business Nature Organization Corp. Culture
Organization Hierarchy Innovation Value/Intensity
Strategies
Tactics
Operations
Great Executors??
Great Thinkers
Great Managers
Alibaba is almost purely driven by business model innovation until ~2009.
How to adapt the
organization??
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Since Aliyun & “de-IOE” scheme, more technology innovation is taking place.
Alibaba redefines the role of HR
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
行军打仗,政委有担当!
集团OD平台&Staffing
组织与人才发展
组织文化与沟通
业务HR
组织成长与关怀
HR
General
Join business
decision-making!!
Make sure right
people at right place
Empower the teams
Training
Education
Organizational
Development
Organizational
Culture
What traditional HR professionals should do
(mostly paperwork) has been outsourced..
Change champion
Alibaba redefines the role of HR
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
It’s possible in Alibaba!
彭蕾:阿里小微金服CEO
3 Words I Heard Most Often in Alibaba
沉淀
共创 落地
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Words of Wisdom in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
平凡人做非凡事 快乐工作,认真生活
今天的表现是明天最低的要求
马上做!做精彩!
心要大,脚要实。 刚工作的几年比谁更踏实,再过几年比谁更激情。 男人的胸怀是被冤枉撑大的
你感觉不舒服的时候,就是成长的时候。
教是最好的学
……
but, it must be a happy one
Problems/Challenges
• Manage post-90s employees
• Limited bottom-up innovations
• Make 360° assessment really work
• Still a question mark for its social-media
roadmap
• ……
Alibaba is by no means a perfect company
5. IT IS FUN TIME Happy working, live earnestly... 快乐工作,认真生活
One Month in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Day 1: Half-day Opening Ceremony
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
DH12 & Tmall’s president in a joint
marketing event in Hangzhou
Day 2: Tmall mentor team & intern team
were syncing expectations from both sides
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Sharing on Alibaba (华蕾, one of the earliest Alibaba employees) & Alipay
Yanjin’s sharing on fashion
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Sharing on Alipay business &
technologies, by 井贤栋, President of
共享平台事业群(阿里小微金服)
Cross-departmental brainstorming session
on 2013 11-11 live broadcasting
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
First day (8/21) of Alibaba’s move to its new
campus, Taobao City, in Yuhang District.
Visits to Binjiang
Campus, Taobao City,
& Hupan Garden, Jack
Ma’s apartment, where
Alibaba was born.
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
A whole-day painstaking journey for
deep reflection on our life & dreams. Dundun Academy(盾盾学堂): industry
sharing by outside speakers
(VP of Tianhong Fund, Director of Youku)
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Self-torture like challenge – 10hr walking tour
(~27KM) around West Lake under summer sun.
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Dialogue with 王民明 (VP of OC), and
李俊凌(VP of Strategy, former Jack Ma’s PA)
Dialogue with 彭蕾 (CEO of Alibaba
SMFS Group)
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Small group luncheon meeting with
蔺相如(VP of Alipay)
Brainstorming session for connecting Qingzhi’s
social enterprise project with Taobao
It’s Fun Time!
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Dinner with Group CEO for best
performance of marketing 来往 Talk with the founder, Jack Ma, through
Alibaba’s own mobile IM client - 来往
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
It’s Fun Time!
Our video clip for graduation ceremony
6. SUMMARY & some final words…
One Month in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Takeaways from one month in Alibaba
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Know Alibaba better
Know post-90s better
Know myself better
Jack Ma on the Company
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
If you work for making money, it’s just a job.
If you work for self-actualization, it could be a career.
If you work for pursuing some dream, it’s answering a calling.
-- Jeff Tang, 2013
My updated thoughts on work & life
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Thanks for your attention! “Life is like a box of chocolate, you never know what you’re gonna get.”
Copyright © 2013 Jeff Tang, HKUST. All rights reserved.
Contact: ghtang#ust.hk (replace # with @)
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