阿里那个“85后”回归C位

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21世纪经济报道记者董静怡上海报道随着饿了么、飞猪并入了阿里电商事业群，蒋凡在阿里内部的重要性毫无疑问再上一个台阶。这位85后少帅，在短短半年内，重新执掌阿里电商全盘业务，完成了它从“分散作战”到“一体化协同”的进化。这一系列动作背后，既是阿里应对拼多多、京东、美团等强敌的防守反击，也是蒋凡个人职业生涯的“二次创业”。2020年，他因个人家庭问题引发的舆论危机被取消阿里合伙人身份，2021年底...

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上海报道随着饿了么、飞猪并入了阿里电商事业群，蒋凡在阿里内部的重要性毫无疑问再上一个台阶。这位85后少帅，在短短半年内，重新执掌阿里电商全盘业务，完成了它从“分散作战”到“一体化协同”的进化。这一系列动作背后，既是阿里应对拼多多、京东、美团等强敌的防守反击，也是蒋凡个人职业生涯的“二次创业”。2020年，他因个人家庭问题引发的舆论危机被取消阿里合伙人身份，2021年底被调离核心淘天业务，转战海外市场。当时，外界普遍认为这是一次“流放”，毕竟彼时的阿里的海外电商业务表现平平。然而，蒋凡用三年时间证明了自己的价值，国际数字商业集团成为阿里增长最快的业务。2023年7月，蒋凡重回阿里合伙人行列；2024年11月，他正式执掌整个阿里电商事业群，国内外业务首次由同一人统领。此前，张勇主导的“1+6+N”分拆曾被视为阿里应对大公司病的良方，各业务集团独立运营，甚至计划“成熟一个，上市一个”。然而，仅仅一年半后，吴泳铭便调整策略，重新聚焦电商与AI两大核心，将原本分散的淘天、国际数字商业、1688、闲鱼等业务整合进电商事业群，形成“一盘棋”作战模式。吴泳铭表示，阿里电商事业群将通过整合集团内的所有电商资源，激发多年沉淀的能力，服务好国内和全球消费者。而蒋凡，正是阿里内部少有的同时操盘过国内与海外电商的“双栖统帅”。从现在来看，那时蒋凡的使命不仅是救火，更是重构阿里电商的底层逻辑——从“流量内卷”到“生态协同”，从各自为战到全域作战。6月，阿里再次调整架构，将饿了么和飞猪并入电商事业群，同样向蒋凡汇报。这一动作被解读为阿里向“大消费平台”的全面升级，特别是加强了即时零售领域的布局。饿了么的即时配送能力与淘宝闪购的结合，让阿里在即时零售战场有了与美团、京东正面交锋的资本。6月23日，淘宝闪购联合饿了么宣布，日订单数已超6000万。蒋凡在今年一季度财报电话会时提到，“淘宝闪购的尝试，无论规模增长还是效率都超预期，即时零售是非常高频次的场景，长期会提升淘宝的用户活跃度。”飞猪的并入则更具战略意味。美团的高毛利酒旅业务一直是阿里的心病，而京东近期也宣布进军该领域。阿里显然不愿坐视对手蚕食这块蛋糕。眼下，蒋凡手中的牌已经足够多。飞猪、饿了么并入阿里电商事业群后，几乎所有具备消费属性的业务都已经集中在了淘宝内，由蒋凡统一指挥。在这一过程中，蒋凡在阿里内部的地位再次上升。他的打法很明确：整合资源、聚焦核心。无论是国内外的供应链协同，还是即时零售的快速扩张，都是对电商行业趋势的敏锐判断。不过，蒋凡面临的挑战不容小觑，组织整合的复杂性、盈利压力等问题会更加显著。蒋凡需要证明的，不仅是他的个人能力，更是阿里这艘巨轮能否在“合”的架构下重新找回敏捷与创新。吴泳铭在内部信中称阿里要“回归初心，重新创业”，对蒋凡而言，这或许是他职业生涯中最具挑战性的一次“二次创业”。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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