Behind Ma Yun's Breakup of Taobao: Each Segment Receives Its Own Mandate, Evaluation Metrics Tend to be Vague

by super86225 on 2011-08-27 10:34:40

In June this year, Taobao Mall added the position of chairman, and as president, Zhang Yong needed to report work to Zeng Ming, who was the group strategist and chairman of Taobao Mall. Not only that, the mall also received the task of building a logistics platform and website construction.

These changes all stemmed from Taobao's split plan - on June 16, Alibaba Group announced that it would split Taobao into three independent companies, namely, Taobao.com which continues the original C2C business, Taobao Mall (tmall.com) which is a platform-type B2C service provider, and Etao.com which is a one-stop shopping search engine. In this plan of changing from one to three, not only did the management structure of Taobao Mall change, but executives from the other two companies also needed to embrace these new changes.

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