Alibaba’s New Leadership Shuffle Aims to Rejuvenate E-Commerce Unit Amid Intense Competition

Alibaba Stock

In a strategic move to reinvigorate growth and face fierce competition, Alibaba Group Holding Ltd. (NYSE:BABA) has appointed a group of younger executives to lead its e-commerce unit, following the recent departure of longstanding e-commerce chief Trudy Dai. The announcement came from Chief Executive Officer Eddie Wu, who took charge of the main online platforms Taobao and Tmall earlier this week.

The internal memo, seen by Bloomberg News, revealed the selection of six managers who will report directly to CEO Wu from various segments of the core business. The appointments include Wu Jia, president of the intelligence information business group, leading user platform experience and features; Chen Weiye, chief operating officer of, now overseeing Taobao; and Liu Bo, a group vice president, taking charge of Tmall.

In the memo, CEO Wu emphasized the need to “confront our current realities and reignite our entrepreneurial spirit” to secure and win Alibaba’s future. This reshuffle follows a series of changes at Alibaba as it strives to regain its competitive edge against rivals like PDD Holdings Inc. and ByteDance Ltd., especially after regulatory scrutiny and missteps.

The move also aligns with Alibaba’s broader plan to promote a younger leadership team. Eddie Wu, who became CEO in September, aims to see the core leadership team become younger by promoting individuals born after 1985 and the 1990s within the next four years. Notably, Wu Jia, one of the newly appointed e-commerce executives, was born in 1985.

This leadership shuffle is part of Alibaba’s ongoing efforts to navigate challenges, including regulatory changes, and reposition itself for growth. The company, once the most valuable in China, is adapting to the evolving business landscape and seeking to regain its leadership position in the fiercely competitive e-commerce sector.

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