Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 732 Super Anchor Plan
This department is Taobao Wireless Division, and they are looking for potential anchors who can bring goods.
All this originated from the instructions personally issued by Lao Ma after returning from the lake.

Last week he and a group of bigwigs were blocked at the door, but fortunately Lakeside College has a rarely used back door.

After all, everyone was familiar with such things as taking the back door, so they left quietly. However, they were still photographed by some sharp-eyed people, and there were even comments online that Jack Ma had run away.

After returning from the lakeside garden, Lao Ma sat in his office and looked out towards Sichuan Foreign Studies University, with steam rising from the purple clay teacup in his hand.

He narrowed his eyes, and the scene that made him grit his teeth appeared in his mind again. Behind those reports, there was a "black dog" barking unscrupulously in the void.

"Should I call him personally and give him a good scolding?" This thought went through his mind countless times.

But in the end, he just put down the teacup gently, with a self-deprecating arc at the corner of his mouth.

He knew very well that he would not get any good results from the other party's sharp tongue. Moreover, the other party's shameless and scoundrel style would not only not get angry, but might even retort in a sarcastic tone, "Teacher Ma can also apply to Qingteng College. I didn't stop you."

Thinking of this, Lao Ma shook his head. It was not just a possibility, but that bastard would definitely say that.

In fact, they had analyzed it long ago. Qingteng College is at best a skill training class. Even if it is left in the sun to dry into a dried salted fish, there is no problem with the principle. It is nothing more than squeezing out the students of other training institutions. But because Qingteng College's selection is extremely strict, it does not squeeze out any students, so there is really nothing to criticize.

If I really do what he wants, I might end up giving the other party free advertising, which would be a complete loss of both the wife and the army.

Outside the window, the night is quiet.

Lao Ma took a deep breath and drank all the unnecessary emotions along with the tea in the cup.

The person who can sit in his position is best at controlling his emotions, putting grudges behind, and rebuilding the city on the ruins.

The e-commerce godfather immediately adjusted his strategy and devoted all his energy to the new battlefield of live streaming.

After all, the business world is like a battlefield. Instead of dwelling on past gains and losses, it is better to expand into new areas.

Because Ant Financial's foundation matrix has been fully empowered, it is time to use it as a handle to pull together, focus, align, precipitate, and deepen, and ultimately implement a series of combined punches to force the outcome.

There is a dedicated and professional team to manage the whole thing, so he doesn't need to worry too much.

Because he saw the huge money-making potential of live streaming e-commerce.

Last year, Douyin took the lead in creating a new live streaming sales model with a subversive attitude.

I still remember Chen Mo's textbook-level live streaming PK of selling goods in the program "Win in China". He even used the program to bring in Lei Jun and Liu Qiangdong to form a three-man team, which made a comeback and is still impressive.

Starting from the fourth quarter of last year, Taobao Live quietly formed a 10-person data analysis team to specialize in studying the live broadcast data of the Douyin platform.

Behind this move is Lao Ma’s keen insight into industry trends - he found that in the live streaming e-commerce ecosystem, the anchor is the core competitiveness.

Looking back at the development of the industry, Mogujie, a vertical e-commerce company focusing on female consumption, actually tried live streaming earlier, but it never made a splash. The reason is that its live streaming data is too average and lacks the benchmark effect of top anchors.

However, Douyin took a different approach: Chen Mo’s personal participation set a benchmark template for the industry.

As Chen Mo faded out, the “Ten Sons of Douyin” emerged - these ten top anchors with different styles, some were knowledgeable, some were eloquent, some were humorous, and some were highly professional, but what they had in common was their outstanding image, eloquent speech, and top emotional intelligence.

These top anchors who were incubated internally by Douyin have repeatedly created sales myths of over 100 million in a single show since this year.

It seemed as if his words "Let there be no difficult business in the world" were prepared for the other party.

This demonstration effect triggered a frenzy of capital pursuit, and a large number of mid-level anchors followed suit. In addition, Douyin has strong traffic-generating capabilities from platforms such as Zhihu and Weibo on the front end, and relies on the strong support of JD.com's supply chain and SF Express logistics on the back end, so its business ecosystem is becoming more and more perfect.

The data of Douyin e-commerce is rising steadily.

Although its offline layout is not as good as that of Hema Fresh, which integrates e-commerce, supermarkets, catering and logistics, the latter triggered a buying frenzy as soon as its first store opened in Jinqiao Plaza in Shanghai in January this year.

But the new commercial complex of Douyin + JD.com + SF Express + Pangdonglai has already taken shape.

Lao Ma already has a hunch that in the next two years, his biggest competitor will be the integrated commercial entity of Douyin + JD.com + SF Express + Pangdonglai.

In the face of challenges, Taobao still ranks first in the industry, but its advantage is no longer stable. This is also related to the fact that he had previously made false moves in public and was repeatedly caught by his opponents.

Even on the Internet, someone maliciously tampered with his own words, "Let there be no difficult business in the world!" to "Let there be no business in the world!" This is simply treasonous!
Lao Ma is clearly aware that although his side is leading in new retail and traditional e-commerce, it is indeed far behind in the new situation of live streaming sales.

To this end, he personally supervised the battle, added a Taobao live broadcast department within the Taobao wireless division, and integrated the Taobao Tian system with Alibaba resources to catch up. Lao Ma knew that a piece of approval was far from enough, and that a capable person with both innovative thinking and execution ability must take on this important task.

His eyes finally fell on a young man - Jiang Fan, born in 1985.

The resume of this top student from Fudan University is impressive: he worked at Google Maps and founded Umeng, a mobile developer service platform, after returning to China. He received angel investment from Kai-Fu Lee and a $1000 million Series A round of financing from Matrix Partners, with a company valuation of $5000 million. After Alibaba acquired Umeng for $2013 million in 8000, Jiang Fan officially joined the Alibaba system.

Lao Ma retrieved the personnel files and checked them carefully: Jiang Fan started from Taobao's wireless division, led the comprehensive upgrade of the Taobao mobile app, and built a "consumer media platform" that integrates commodities, transactions, social networking, videos, and live broadcasts.

Its three core performances are particularly impressive:
1. Promoted the proportion of Taobao's wireless transactions to soar from 2015% in 68 to 86%;

2. Successfully incubated the core functions of "Taobao Live";
3. Complete technical architecture innovation and create personalized recommendation algorithms;

Last year, the group's annual review commented: "He perfectly combines engineering thinking with business acumen and is a key executor of Alibaba's mobile transformation."

Looking at the young man's outstanding results, Lao Ma was obviously very satisfied.

He immediately made the decision and solemnly wrote on the appointment document:
“Jiang Fan, former director of Taobao Wireless Business Unit (P10/M4), has been promoted to vice president of Alibaba Group (P11/M5) and general manager of Taobao Wireless Business Unit.

On the basis of the original business, new powers were added: being in charge of Taobao Live's innovative business and intervening in the platform's commercialization strategy.

The reporting line was changed from reporting to Taobao President Zhang Jianfeng (Xingdian) to reporting to Group CEO Zhang Yong (Xiaoyaozi).”

This extraordinary promotion caused a strong shock within Alibaba.

You should know that Jiang Fan just joined Alibaba in 13 and was only a P8-level senior expert in wireless business of Taobao Division.

In just over two years, he went from senior expert (P8) to product director (P9) to senior director (M4). It can be said that he climbed several levels a year and made steady progress.

This time, he jumped directly from M4 to general management and was promoted to the reserve position of senior management. It can be said that he has made the leap from a carp to a dragon, which is a miracle in Alibaba's strict promotion system.

As the news of "President Ma personally appointing the new talent" spread like wildfire, Alibaba's internal management was shocked by the speed of Jiang Fan's promotion and were more inclined to wait and see.

When receiving the appointment notice, Jiang Fan understood that this was not only a great trust, but also a heavy responsibility.

You should know about Alibaba's job levels and treatment. Previously, the annual salary range for M4 was about 150 to 220 million, and when it comes to M5, the annual salary range will have a significant jump, which will be 220 to 350 million. Doubling of salary is one aspect, and the most important thing is that the additional shares will also double.

His adjusted annual salary went directly from around 180 million to 337 million, and an additional 1 shares were issued on the basis of the original 2 shares. If the stocks are converted, the total annual income is about 700 million, an increase of nearly 100%, which is basically the top treatment for Alibaba.

With such a high-level promotion treatment, Jiang Fan knew very well that he would have to work very hard from now on.

Sure enough, he soon received a clear instruction: within this year, Taobao Live must completely surpass Douyin in terms of live streaming sales.

Jiang Fan is not one of those fake overseas talents. In just one day, he came up with a plan to become a "super anchor".

Jiang Fan acted decisively and convened a meeting of the core team that day to establish a "two-front battle" strategy:

The first line: building a top live broadcast base

The team quickly identified a site near the company and began to plan the construction of a Taobao e-commerce live broadcast base.

This base will be equipped with the most advanced live broadcast equipment, a professional content production team and a real-time data analysis system to provide all-round support for the anchors.

The second line: tapping into potential anchors

Through a comprehensive evaluation of past Taobao live broadcast data, the top 100 anchors with potential for selling goods are selected.

A week later, a list of potential anchors to support was placed on Jiang Fan's desk. He carefully reviewed the information of each candidate and finally locked his eyes on three anchors with great potential:
The first candidate is a Taobao shop owner and an internet celebrity.

Since 09, she has shot commercials for Maybelline, Coca-Cola and other brands with her sweet image, and has appeared as a model in fashion magazines such as Rayli and Mina.

In May 14, she met a partner named Feng Min. One was responsible for sales, and the other was responsible for capital operation. They opened a Taobao store called "My Happy Wardrobe". The store achieved remarkable results. Later, Ruhnn Capital was established and it has completed a round B financing of 5 million.

Of course, what Jiang Fan values ​​most is that this person had previously achieved sales of 4 million in 2000 hours on Taobao Live, which currently ranks first among all candidates.

For some reason, when Jiang Fan saw the photo of Zhang Dayi, his heartbeat suddenly quickened.
(End of this chapter)