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This wave even affected AliExpress, the cross-border e-commerce platform under Alibaba at the time. Around 2009, AliExpress pushed for brand transformation more aggressively, requiring merchants to have corporate qualifications and brand authorization, and completely clearing individual sellers. As a result, not only did small and medium-sized merchants leave Taobao and AliExpress, but users also began to choose other e-commerce platforms. The impact on Alibaba was that Taobao's development slowed down, traffic was diverted, and users' usage frequency and retention time became less and less. About ten years ago, AliExpress had almost no Chinese competitors in the cross-border e-commerce field at the time.



Merchants could sell goods very conveniently. Taobao to AliExpress. However, the japan code number telephone departure of small and medium-sized merchants caused AliExpress to develop slowly after its initial success. In the past two years, cross-border e-commerce has been booming. AliExpress, which started early, has arrived late. When Alibaba realized all this, the Internet had bid farewell to the past high-growth era and entered the current era of cost reduction and efficiency improvement. At this time, Alibaba not only had to face Pinduoduo, a rapidly rising opponent, but also faced the impact of short video platform live e-commerce.



The original advantages of Taobao and Tmall were also weakening. To this end, Alibaba launched the largest organizational reform since its establishment in 2017. After that, it made personnel adjustments. Zhang Yong's position as chairman of the board of directors of the group was handed over to Cai Chongxin, and Wu Yongming took over the position. The core e-commerce business Taotian Group was also replaced at the end of last year. Jack Ma believes that the situation of Taotian Group is very serious and requires Alibaba to return to Taobao, return to users, and return to the Internet.