Ali Middle Platform "Big Middle Platform, Small Front Office" Strategy | ||||
Background | Supercell | Supercell is a gaming company with an annual revenue of US$1.5 billion. It fights with a small team (no more than 7 people) and is responsible for the entire life cycle of the project. After inspecting Supercell, Alibaba made up its mind to learn Supercell and began to develop the strategy of large, middle and small front-end. | ||
Shared Business Department | Juhuasuan's birth, the status of the sharing business department has been improved, and it has begun to show its strength and centrally managed more than 10 shared services. | |||
driver | Innovation business | In addition to Taobao, new businesses are constantly innovating (such as Tmall , Juhuasuan, etc.), and the original strategy cannot support the rapid innovation of the business. | ||
Middle-Term Data | Business generates data, and data generates new businesses. As the Internet platform traffic and data are the largest assets, and data is also the greatest productivity. Integrating middle-Term data will strongly support management decisions, precise marketing and risk control. | |||
Cost reduction and efficiency enhancement | Establish a technical platform in microservice , which will reduce duplicate work, reduce costs, and increase efficiency. | |||
Strategy | Big middle platform, small front desk | top-down top-level design, and through the enterprise's abstract reorganization of the enterprise's common capabilities (corresponding to common needs), it is built into a public system capability, and is shared with each business in the form of interfaces, components, etc., so that all business lines in the front desk of the enterprise can quickly realize business iterative innovation without redevelopment. | ||
新家 | Management layer supports | top down top leader project | top down tml0 Organizational Structure | The ability and determination to adjust the organizational structure, and the high consistency of Alibaba's values |
Culture | The culture of "adapting to changes" gradually formed within the "adaptation to changes" | |||
Double middle platform | Business Middle platform | Handwidth business is the skeleton, data is blood, double middle platform complement each other | ||
Data middle platform | ||||
Technical architecture | From ESB to microservices | ESB architecture has high cost of repeated development and maintenance, only supports one-way data flow and single-scene use, and single-line linkage between business and system. Microservices can bring flexible and robust systems, provide efficient and decentralized services, and enable new businesses to be launched quickly. Driver of headless e-commerce. |
The above table organizes Alibaba’s middle-end strategy, and briefly describes it in terms of background, driving, strategy, grasping, dual middle-end and technical architecture. From this, I thought of several questions and made a simple analysis as follows:
1. Are all enterprises suitable for carrying out digital middle-end strategy?
1. The life cycle stage of an enterprise will be an important consideration in choosing a middle-end strategy. The following figure shows different stages of the entire life cycle of an enterprise, divided into growth stage and aging stage. As the name suggests, the growth stage is a period of rapid growth, and the aging stage is stability and begins to decline. Alibaba has begun to implement the strategy of delaying aging in the stable period, and since then, it has entered a growth period again (virtuous cycle).
2. The industry in which the company is located will also be an important consideration for the company to choose the middle-end strategy. According to the classification of tertiary industry of National Bureau of Statistics (below), there is no doubt that tertiary industry enterprises are more suitable for digitalization, especially industries and enterprises that face retail end customers directly.
3. The company's own desire for strategic transformation will also be an important consideration for enterprises to choose the middle-end strategy. Companies in a period of strategic transformation and have a strong demand for digitalization are more likely to accept the middle-end strategy.
4. The prosperity of the overall environment is also an important consideration for enterprises to choose the middle-end strategy. Market economy When the prosperity is high, most companies choose offensive strategies, and when the prosperity is low, most companies choose defensive strategies. Sometimes when the market economy is low, those who can see the prospects and have the courage to implement the digital middle-end strategy are often extremely excellent companies and the probability of success is extremely high.
2. What is the most important thing to implement the digital middle-end strategy?
1. A powerful push from top to bottom. The top leader personally takes charge of the entire process of strategy, and a consensus is formed on the strategic goals from top to bottom. Let every employee quickly understand and agree with the strategic intentions behind it.
2. Establish an organizational structure suitable for strategic implementation. allows employees to quickly adapt to the new organizational structure, understand and accept their roles under the new organizational structure, so that the strategy can be smoothly transferred and finally implemented.
3. Track the implementation of the strategy and make fine adjustments in a timely manner. continues to track the implementation of the strategy. The market is changing, the products are evolving, the overall environment is also being updated and iterated, and the technology is also being introduced. The strategy will be fine-tuned in time according to internal and external changes.
will say so much in this issue. We will share in the later stage how the enterprise's middle-end strategy should be implemented. Please stay tuned.
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