Alibaba's New Chairman to Upgrade Marketing Platform Alimama

Jack Ma's successor Daniel Zhang shined a spotlight on Alimama, a data-powered marketing technology platform, in one of his first moves as chairman.

Belinda Zhou
    Sep 16, 2019 4:30 PM  PT
Alibaba's New Chairman to Upgrade Marketing Platform Alimama
author: Belinda Zhou   

Alibaba Group Holding Ltd. (NYSE: BABA)'s new chairman announced to reform its marketing technology platform Alimama in a non-public summit Monday.

China's largest e-commerce company, led until last week by legendary entrepreneur Jack Ma, welcomed its chief executive officer turned chairman Daniel Zhang, who said the future digitalization of marketing is in all channels in an unpublicized Alimama Marketing Summit, as reported by China Securities Journal, the official news website of China's SEC.

Alimama, founded in 2007 as an online advertising trade platform, is now portrayed as a "data-powered marketing technology platform," according to its official website. The online marketing unit said its data and marketing services cover 4.5 million brands and stores, bringing its clients more than 4.7 billion orders. 

Zhang said the company plans to upgrade Alimama by seeking profitable business mode in users operation and the whole life cycle for branding, as cited by China Securities Journal.

"It means the differences in the product definition, product operation mode and service system construction," he added.

Alimama's mission as "make it easy to do marketing anywhere," as its official website states. It has helped German automobiles manufacturer BMW reach 800 million exposures in the young generation in China and gain 5,000 trial run orders in August 2018.

Last week, after Alibaba Group said farewell to Ma and celebrated its 20th anniversary, it said it seeks to serve 2 billion consumers, create 100 million jobs and help 10 million small- and medium-sized enterprises to thrive by 2036.

"To-business end and to-customer end serves as the wings of the flywheel, distinguishing Alibaba from peers," Zhang said. He also emphasized the combination of 2B and 2C in the challenging market.

Shares in Alibaba closed at $177.05 apiece Monday, down 1 percent.