Analyzing Alibaba's Earnings: Taobao DAU, a farewell address, and the Two-Pronged Communication Strategy

Taobao DAU, Jiang Fan's return to the Partnership, a farewell earnings call and the dual-track IR communications strategy

I’ve written about Alibaba from many different angles, from its more recent historic reorganization to Alibaba’s lackluster growth in international e-commerce, and gone on a podcast to discuss Alibaba vis-a-vis Chinese tech. It's personal for me, having worked at Alibaba Group's New York office in International Corporate Comms and observed the company from the inside. It's also a captivating story of one of the OG Chinese companies going global and "made it," culminating in its successful IPO.

The world is a much harsher place for Chinese companies these days. While Alibaba had first-mover advantages to test the water on how and what to communicate to the world, its overseas e-commerce business had a decade-long headstart, it is losing out to challengers like Shein and Temu. Alibaba is at a crossroads, defining once again its identity in a post-restructuring world and the aftermath of the Jack Ma era.

Earnings Narrative Snapshot

BABA 0.00%↑ just announced its latest quarterly earnings. The financia…