On December 6, Alibaba carried out a new round of internal organizational structure adjustments, appointing Jiang Fan to be in charge of the newly established "Overseas Digital Business" sector, and Dai Shan took over its original business and was responsible for the "China Digital Business" sector. In terms of its business division method, under the overall situation of significant changes in the domestic and foreign environment, this adjustment is undoubtedly very consistent with the development pattern of China's domestic and foreign dual circulation. At the same time, the current situation that the e-commerce penetration rate in a considerable number of overseas countries and regions is far lower than that in China has also made cross-border e-commerce a new blue ocean in the eyes of many people.

Alibaba, which has always had a very high frequency of organizational structure adjustments, lived up to expectations at the end of 2021. Its chairman of the board and CEO Zhang Yong once again announced a new round of internal changes in the form of an internal letter. According to the content, the extent of this adjustment can be called the largest in recent years. It has once again upgraded its diversified governance system and re-divided Alibaba's domestic and overseas businesses after integration. Among them, the most concerned by industry insiders is undoubtedly the relevant situation of the two major sectors at home and abroad.

In response to the increasingly fierce domestic competition, Dai Shan is in charge of the Chinese digital business sector, which consists of Taobao (including Taobao, Tmall, and Alimama), B2C retail business group, Taocaicai, Taote and domestic trade (CBU).

As one of the original 18 co-founders of Alibaba, Dai Shan has been responsible for customer service, user interface, sales, marketing and human resources since 1999. In 2017, she served as president of the B2B business group, in charge of the group's domestic and foreign e-commerce platforms Alibaba and 1688 and the international retail trading platform AliExpress.

After the organizational structure adjustment in 2019, he took over the Hema business group and was fully responsible for connecting Hema, Village Taobao, smart agriculture and other businesses.

In this regard, industry insiders believe that it is a defensive move for Dai Shan, who has been in charge of B2B business for many years, to be in charge of Alibaba's largest base in China. On the one hand, domestic competition is becoming increasingly fierce, and Alibaba's leading position in the industry and market share have been facing the impact of many platforms. On the other hand, Alibaba has been fighting in the domestic market for many years, and it is difficult for its current market share to increase significantly. The growth of business has slowed down. The top priority is to defend the territory and stabilize the development trend. In contrast, Dai Shan, who is well versed in Alibaba's way of survival, is undoubtedly a suitable candidate.

As for the business demands of seeking growth, it is handed over to the overseas digital business section under the charge of Jiang Fan, which has two overseas businesses, AliExpress and International Trade (ICBU), and several subsidiaries such as Lazada facing the overseas market.

In 2013, with the acquisition of Umeng, a mobile developer service platform founded by himself, Jiang Fan joined Alibaba and led the team to build the Taobao content system the following year, allowing Taobao to expand from a single web platform to the mobile terminal.

In the years after 2017, Jiang Fan served as the president and legal representative of Taobao and Tmall. In the organizational structure adjustment in 2019, he also represented the group in charge of the Alimama business group.

Industry insiders said that from a business perspective alone, under the strategic thinking of domestic and foreign dual circulation, overseas business has become a high priority incremental entrance. And it is natural that the specific expansion of the business is handed over to Jiang Fan, who is in his prime and has participated in the development of Taobao's business throughout the process. On the other hand, Jiang Fan has been caught in a public opinion storm due to personal problems since last year, and his prestige within the company is inevitably affected. Transferring to be responsible for overseas business is not a bad opportunity for him to make up for it.