wen | tingchaoti guojiayi

bianji | zhangxiao 

dagongsizhisuoyichengweidagongsi，zaiguanjianjiediandejueze——xuanzezuoshenmebuzuoshenmeshang，wangwangdoumeifanguodacuo。

qiaobusi1997nianhuiguipingguoshi，juedepingguoxiangyaodetaiduo，bahunluandechanpinxiankandaolezhishengsitiao，imac、ipod、iphoneheipad，zheigejuezezhijinshouyong；liuqiangdong2004nianzhuomozhebayewubandaoxianshangshi，yixieyuangongbulijie，yixieyuangonghailizhile，dantalipaizhongyijiuzheimezuole，zheicaiyoulehoulaidejingdong。

fanmianjiaocaigengduo。jiayuetingdangnianjiushixiangyaodetaiduo，leshidashahongrandaota，zhijinrenhaidaizaiguowai，zaocheshinian，zhongyuzaijinniandachengleleijijiaofuliangtupoliangweishudelichengbei。

zheixiejuedingzheqiyefazhanfangxiangnaizhimingyundejueze，zuidademeililaiyuanyuweizhi。takenenghuidaijiyijiaqiyechongfendexiangxiangkongjian，yekenengrangyijiaqiyezhuiluoshenyuan。

daduoshushijianli，duiyijiaqiyeeryan，zuoshenmeyubuzuoshenme，qujueyuzaimougejieduanli，taduiweizhigandaokongjuhaishixingfen。zheizhongrenzhiyoujianlizaifengfudejueceyaosuzhishang，baokuoduishichangfengxiangdeganzhi、duixiaofeihuanjingbianhuadepanduan、juececengdepoliheyongqi，dengdeng。

ganyuanchengshou93yiyuankuisundedaijiamaidiaoyintai，shialibaba——zheizhirujinzhengzaiquanmianzhuanshendedaxiang，zaiquanhenglibizhihou，zuochudexinxuanze。

zuotian（12yue17ri），alibabajituankongguyouxiangongsigonggao，qiyulingyimingshaoshugudongtongyijiangyintai100%deguquan，xiangyageerjituanheyintaiguanlituanduichengyuanzuchengdegoumaifangcaituanchushou，chushouqian，alibabachiyouyintaiyue99%deguquan。

alizaigonggaozhongzhichu，alibabajiuyintaichushoudesuodekuanxiangzongeyueweirenminbi74yiyuan（10yimeiyuan），alibabayujichushouyintaierludedekuisunyueweirenminbi93yiyuan（13yimeiyuan）。

chushouyintai，yualieryanbingbushiyigetufajuece，tashializheiliangnianjujiaodianshangheyunzheiliangdahexinyewuzhihou，jinkuaishixian“feihexinyewu”zichanjiazhizheiyixuanzexiadeyibufen。zaozaijinniannianchu，pengboshejiubaodao，alidangshiyijingzaikaolvchushouyintaishangyele。

erqie，canzhaoaliguoquliangnianlaideyewushuliluoji，gaoxinlingshoudechushou，kenengyezhishishijianwenti。

shishishang，gengzaozhiqian，zaozaiqunian12yue，alibabazigongsialiwangluo，jiuyijingjiangqichiyoudeduojiashangshigongsigufen，zhuanrangjixinshelidehangzhouhaoyue，zheixiegongsibaokuomeinianjiankang、fenzhongchuanmei、qianfangkeji、juranzhijia、yuantongsudi、meikailong、lirenlizhuang。

hangzhouhaoyueyeshialidezigongsi，danaliduizheixiechiyoudegufen，taiduyiranshengbian。11yue27ri，lirenlizhuangpilu，gongsishoudaolehangzhouhaoyuedetongzhi，houzhejiangzai6geyueneiqingcangshizhuanrangchiyoudegufen。

zhici，zhuanshenzhijideali，mianxiangjiyouyewudexuanzejibeihoudeluojiyezaiyufaqingxi：

taduixinlingshouweilaidezouxiangtanbushangkongju，danzhishaoshishiwangle，xuanzefangxiazhinian，jishizhisun；dantatongshiyouduiaiduidianshangheyunjisuandailaideweizhigandaoxingfen，yushiquanlijujiao，jianjuetouru。

zheishialideyizhi，shixianrenjituanceowuyongmingdeyizhi，yeshimayundeyizhi。

01 “做大做强，再创辉煌”

congalibabachuanglineitianqi，zheijiagongsiyouguotaiduocizoudaofenchalukou，daduoshushijianli，mayunzongnengxuanduifangxiang。

zaoxienianbazhifubaocongtaobaotixichaifenchulaishizheiyang、litingwangjianjianjuetourualiyun，yeshizheiyang。

zhidao2014nianqianhou，yijingyuezhangyuedadealizhuanbiantouzicelve，kaishijiangchujiaoshenxianggengduolingyushi，qijianyixiliededaxiaoxuanze，quewufayongdanchundeduicuolaipingpanle——birujinianqiankankenengshiduide，dangxiakanhaoxiangyoubuneimezhengque。

aliweiraoxinlingshoudetouziheyewubuju，jiushizheiyangyigezaibutongdejieduankan，huidechubutongjielundexuanze。

zaoxienian，alideduiwaitouzizhengtishangweiraodianshangzhuyezhankai，xiwangyudianshangzhuyewanchengxietong，buzudianshangjichunengli。biru2008niantouzibaishiwuliushitishengpeisongxiaolv，2010niantouzitaotaosoushiwanshantaobaotuxianggouwudesousuonengli。

zheizhongjumiansuizheyidonghulianwangshidaidedaolaifashenglebianhua。

2013nian3yue，mayunzaixianggangjuxingderuishixindaiyazhoutouzidahuishangbiaotai，tashuoalizaisannianqiankaishifazhanyidongyewu，danyizhimeiyougenshangjingzhengduishoutengxunheqitaweixinfuwudefazhanbufa。weilai，alibabajituanjiangtongguoshougouyubinggoushixianjingzhengli。

lianggeguanjianrenwudedaolai，jiasutuidonglealitouzicelvedezhuanbian。

yigeshizhanghongping，tayuanlaishibeijiguangchuangtoudefuzongcai，zai2011nianjiaruali，danrenalizibendongshizongjingli；lingyigeshicaichongxin，tazai2013nian4yuexierencfo，churenjituandongshijuzhixingfuzhuxi，zhuyaofuzejituanzhanlvetouzi。

zaineizhihou，alideduiwaitouzibianjiekaishituokuan，bujinjinshitoudianshang，yekaishibujugendianshangyewukanqilaibijiaoyuandeyewu。

dangshi，zhanghongpingcengduiwaifenxiangguoalidetouzilinian——yibufenshihealixianyouyewuzuozhenghe，alihuicaiqukonggudefangshi；lingyileizeshicaiqushaoshuguquantouzi，zhuyaoshicaiwutouzi，mudeshidazaoshengtaiquan，qiangdiaobuju。

zheizhongtouzicelvezhixia，alidebendishenghuobankuai、dawenyubankuai、xinlingshoubankuai，jihudoushishougoulaide。

alibendishenghuojituandangxiazuihexinde“daodian”bankuaigaodeditu、“daojia”bankuaieleme，fenbiezai2014nianhe2018nianshougouerlai；

dawenyubankuaixiadealiyingye、damaiwang、youkudengyingshineirongchanxiaoyewu，yedoushishougoulaide；

alijizhongdaliyazhudexinlingshou，yeshitongguotouzibinggouzaibuju。chulehemashizaineibufuhua，yintaishangyehegaoxinlingshoudoushishougouerlai。

huanjuhuashuo，congpchulianwangshidaizhuanxiangyidonghulianwangshidaishi，alideduiwaitouzimouzhongchengdushangshidiyicihaodu。tayunzangzhealiyuelaiyuedadeyexin，jialibababuyinggaizhishiyijiaxianshanggouwupingtai，congxianshangdaoxianxia，tayaoshentoujinrenmenshenghuodefangfangmianmian。

xinlingshou，dangranshializaizheiyixiliebujuzhongzuiguanjiandeyiciluozi。zheibushicaiwutouzi，ershiyewutouzi。

qizhongbaohanlemayunqiangliedegerenyizhi。tacengzaishejiaomeitishangfabiaoguandiancheng，“chundianshangshidaiyijingguoqu，weilaishinian、ershinianmeiyoudianzishangwuzheiyishuo，zhiyouxinlingshouzheiyishuo。”

weici，aliquzhikeshudejibidaguimodeshougou、rugu，jihudouyuxinlingshouyouguan。

shougoueleme，alihuale95yimeijin；siyouhuayintai，alihuale177yiyuan；rugugaoxinlingshou，alihuale224yigangyuan；yusuningxianghurugushi，alihuale282yiyuanchenglesuningdierdagudong；zhongguojingyingbaoshangbannianzaiyizebaodaozhongyetidao，youjiejinaliderenshibiaoshi，alizaihemashangtourulezhishao150yiyuan。

alidangshisihuyebuzaihushibushihuihuadiaogengduodeqian，zaiyiqiexianxiadeshangyeyetaidoukeyibeixianshanghuagaizaodehongdashexiangxia，shaoweichidiankuiyebuzhongyao。

birudarunfadangshishiquanguodiyidamaichang，yingshouchaoguoleqianyi，dancong2016niankaishi，tadedandianyingshouyijingkaishixiahuale，zijiandianshangfeiniuwangyeyizhichuyukuisunzhuangtai；2017niansiyouhuayintaizhiqian，yintaidezongshouruyuewei60yiyuan，zengsu4%，gudongyingzhanlirundezengsuyezhiyou0.2%，danalifuchude177yiyuan，haishibiyintaideshoupanjiayijialeyue42%。

neishihaishijituanceodezhangyongshuo，“alibabaduiyintaishangyededingweifeichangqingchu，tajianghuishialijituanjianduizhongdeyisouzhulijian，danfuxianshangxianxialingshoubaihuozhuanxingshengjipingtaideshiming。”

rujinhuiguotoukan，xinlingshou，shialidezhinian、shizhangyongdezhinian、gengshimayundezhinian。

02 事与愿违，新零售的激进试验宣告终结

alizuoxinlingshou，dangranbushishougou、rugujijiagongsizheimejiandan。

ershiyouyitaochengshudeyewujiagou。

zaialidexinlingshoubujuluojixia，aliyun、cainiao、zhifubao，shixinlingshoutixidedicengjichusheshi，taobaowanghetianmaoshixinlingshoujizuo，zaicizhishangdejiluxinlingshouzongdui，zefenbiemianxiangbutongdeyewuxingtai。

birurugusuningyigoujujiaodeshijiadianshumalingyu、yintaishangyeshifushibaihuo、hemahedarunfazeshikuaixiaoshangchang。

zhanzaidangshidejiediankan，aliyuzheixiexiangguanqiyedehezuo，keguanshanggouchengshuangyingjumian——

aliyouqiangliededatongxianshangxianxiaxiaofeichangjingdeyiyuan、nengli，yeshizaixinlingshoubujushangtaiduzuijianjue、yetaizuiguangfan、shengtaizuiwanzhengdeqiyezhiyi，aliyeyouqianyouziyuan，yeyoudianliuliang（suiranmeineimeduo），yijingzaidianshangchongjixiaxianlutuishidexianxiashangchao，youwangjiecikaipidierquxian；alizenengjixuzuodagmv。

zaibufenhezuozhong，zheigejumianqueshichuxianle。

biruyintaibaihuobeisiyouhuahou，zaialixinlingshoutixilijiasuwanchengleshuzihuabiange。jiezhimuqian，yintaishangyezaiquanguoyongyou60jiabaihuomendianheduogedaikaixiangmu，congmiaojieappdao“yintaibaihuointime”weixinxiaochengxu，zaidao“yintaibaihuo”zhifubaoxiaochengxu，yiranshixianlexianxiazhuanjushangpinhefuwudeshuzihua，shuzihuahuiyuandadaole4000wan。

lingyifangmian，tianmaozaipinpaihuaguochengzhongyeshoudaolefuneng。

ciqianyiweidianshangxingyefenxishiduizimeitizhiweirucishuodao，“2010nianzuoyoumeiduoshaopinpaishangyuanyizaitianmaokaidian，2015nianalishangshiyinianhouzheizhongqingkuangcaiyousuobianhua。yintaiyoujiqiangezhimingpinpaishangziyuan，dangshidetianmaokendingshixuyaoyintaide。”rujintianmaodepinpaishangjiazaoyijingchaoguo30wan。

danalizhenggexinlingshoushengtaihoulaidejinzhan，bingweiruyuxiangzhongneiyangshunli。

jinniansanjidu，alibaokuogaoxinlingshou、yintai、hemadengyewude“suoyouqita”yingshouwei470.23yiyuan，tongbixiajiangle7%，jingdiaozhengebitatongbixiajiangle87%。

dangshialihaiqiangdiao，ruguotichugaoxinlingshou、hemajiyintaizheileiyoushitilingshouyunyingdeyewu，alibuguanshishouruhaishijingdiaozhengebitalvdouhuiyougenghaodebiaoxian。tichuhou，jituanzongshouruzengzhangyue8%，jingdiaozhengebitalvyehuibixianzaigaoyue4%zhiyue24%。

huanjuhuashuo，zheixiexuyaozhongyunyingdeshitilingshouyewu，mouzhongchengdushangyijingchenglealidefudan。

tamenhennanzaigongxianliangyandeyingshouzengzhangle（shenzhiyingshouzaixiahua），erqiehaizaikuisun，erqieduanqineihaikanbudaogaishanjixiang。

congyewuxietongxinglaikan，congyintaidaogaoxinlingshou，dengdeng，tamenmouzhongchengdushangyeyijingwanchenglezijidelishishiming，birushangwenzhongtidaode，tianmaoyijingnadaolezugoufengfudepinpaishangziyuan。

naizhidangyewuxietongnengweishuangfangdailaideshinengyuelaiyuexiao，alidezheixiehuotouzi、huoshougou，kanqilaigengxiangshicaiwuxingtouzile。

alixuyaozuochuxinyilunjueze。

danrujindealimianlinzhegengjiayanjundejingzhenghuanjing，zhengtidianshangshichangyezaijiasumairuxindexiaofeizhouqi，xinyilunjishubiangexushidaifa，zheixiebeijingdoujuedingle，alixuyaozhongxinshenshizhiqiandexinlingshouzhanlve，zhongxinkaochazijide“naixin”shifouhaiyoubiyaochixuxiaqu。

aliyijingzuochulexuanze。zheiliangniandeali，kanqilaibiyiwangrenheshihoudougengqingchudizhidao，zijiyaozuoshenme、buyaozuoshenme。

03 马云纠偏：用“舍”换“得”

mayunzai2019nianxierenalibabajituandongshijuzhuxi，neizhihouzhangdajinwuniandeshijianli，tajihumeiyouzaialineiwangfaguosheng。

danguoquyinian，mayunzaialineiwangyiyouguoduocizhongyaobiaotai。

yicishizaiqunian11yue，pinduoduodeshizhishoucichaoguoali。dangshiyouyuangongzaineiwangfatietaolunliangjiagongsishizhi，mayunpinglunshuojianxinalihuibian，alihuigai，tashuosuoyouweidadegongsidoudanshengzaidongtianli，aidianshangshidaiduisheidoushijihuiyeshitiaozhan。

lingyicishizaijinnian4yue，alibabalianhechuangshiren、dongshijuzhuxicaichongxinzainuoweizhuquancaifujijinfabudefangtanshipinzhong，tancheng、haobubihuidifansilealijiniandecuowu，shuoali“zalezijidejiao”。neizhihoumayunfabule《zhigaige zhichuangxin》dezhangwen，kendinglealideneibubiange，jialirendaqi。

zaiyouyicishizai9yue10ri，alibabayinglaile25zhounian，mayunzaineiwangfaleyifengqianzizhangwen，huigulealizhiqianzuodeshiqing，bingchengrenalidangqiancunzaitiaozhan。

“jintian，kandaohulianwangaijishuzaicifengqiyunyong，gegexingyelingyujingzhengjilie，alihenduoyewumianlintiaozhan，mianlinbeichaoyue......25nianli102nianyijingkuaizouwan1/4delule，womenyaoshiketixingzijibunengzaijingzhenghexingshiyalixiadiushileziji。”mayunzheimexiedao。

jinnian12yue8ri，mayijituan20zhouniandehuodongxianchang，mayunhaifabiaoleyiduan3fenduozhongdeyanjiang。

tashuo，“20nianyiqian，hulianwanggangganglaidaodeshihou，womenzheidairenhenxingyun，womenzhuazhulehulianwangshidaidejiyu，dancongjintianlaikan，weilaide20nian，aishidaisuodailaidejudabiange，huichaochusuoyourendexiangxiang，yinweiaihuishiyigegengjiaweidadeshidai。”

congmayundezheijicifashengbunankanchu，jinguanzheixienianlaitazhujiantuiyin，xiaoshizaigongzhongshiyezhinei，dancongweizhenzhenglikai——tazongshizaiguanjianshikechuxian，bangzhualimaodingxinfangxiang、jialirenqiaojingzhonghuozhedaqi。

zheixieshiqingbingfeizhiyoutanengzuo，rujindejituanceowuyongmingkeyizuo、caichongxinyekeyizuo，danxianran，xiaoguodoubuhuibimayungenghao。

ermayunzheijicifashengshifangchudexinhao，yiranshifenqianglie，tajihuweializheisoudachuanxuanhaolejiexialaidefangxiang：

电商、云、AI。

shishishang，alirujindezhanlvexingqushexuanze，yezaojiukaishile，beihouyeyoumayun。

qunian5yue，mayunzhaojitaotianjituangeyewufuzeren，kaileyichangxiaofanweineidegoutonghui，mayunzhichu，aliguoquneixielaiyichenggongdefangfalunkenengyijingbushiyong。taweitaotianjituanzhichulesangefangxiang：huiguitaobao、huiguiyonghu、huiguihulianwang。

mayunpanduan，jiexialaidejihuizaitaobao，erbushitianmao。

congzheiyicengmiankan，wuyongmingjiyuciweialidingxiade“weiraojishuqudongdehulianwangpingtaiyewu、aiqudongdekejiyewu、quanqiuhuadeshangyewangluo”zheisandafangxiang，jishizhanlvedingdiao，yeshiyicizhanlveshuli。

alimingqueleyaojianggengduodeziyuanhejinglifangdaodianshang、yun、ai、wuliudenghexinyewushang，yaogengjujiao，buzaizuomangmudeyewukuozhang。

zhengruyiweihulianwanggongsidegaoguancengpingjiadeneiyang，zhiqianalidexintaishi“bunengjieshoushenmedalingyuyuzijiwuguan”，danxianzai，alixianranhuanlezitai——dangtazhendejuedingjianfu、zhuanshenshi，yidiandoubudaituonidaishuide。

zheishimayundepoli，yeshialidepoli。