速卖通总经理张凯夫工作变动，将负责内部Web3.0项目

雷峰网独家获悉，全球速卖通总经理张凯夫（花名：凯夫）即将负责内部web3.0新项目，该项目名义上暂由蒋凡分管。目前，凯夫已经逐渐从速卖通业务中抽离，速卖通暂时由蒋凡直管，“开会都是他亲自参与”。

The exclusive owner of Lei Peaksnet has learned that Global Express General Manager Zhang Kaefe (known as Kev) will soon be in charge of the new internal web 3.0 project, which will be temporarily managed by Chiang Fan. At present, Kev has gradually moved away from the fast-trading business, which will be temporarily managed by Chiang Fan, who “has been personally involved in the meeting.”

凯夫曾长期领导淘宝商家与行业线，是蒋凡旧部，与平畴（汤兴）、吹雪（杨光）、家洛（刘博）并称为“大淘宝四大金刚”。

Kaf has long led the shopkeepers and industry, and is the former branch of Chiang Fan, and is known as the Great Treasure Four.

2021年12月，阿里巴巴组织架构大调整，新设中国数字商业和海外数字商业两大板块，分别由戴珊和蒋凡负责。随后，凯夫和平畴两位得力干将从中国数字商业板块调任海外数字商业板块，继续追随蒋凡。其中，凯夫担任速卖通全球跨境业务中心总经理，平畴担任海外数字商业板块CTO，兼任速卖通基础平台中心总经理。

In December 2021, Alibaba’s organization was significantly restructured to create two new sections of China’s digital commerce and overseas digital commerce, under the responsibility of Dashan and Chiangfan, respectively. Subsequently, Kaf was transferred from China’s digital business section to the overseas digital business section, where he continued to follow Chiangfan.

2022年1月13日，阿里巴巴在内网发布了新一轮组织部晋升名单，凯夫晋升阿里巴巴M6（副总裁）。

On 13 January 2022, the Alibaba Network published a new promotion list for the Organizational Department, and Kaf promoted Alibaba M6 (Vice-President).

据悉，凯夫本科毕业于清华大学计算机系，持有欧洲工商管理学院管理博士学位，曾担任卡内基梅隆大学Tepper商学院市场营销助理教授以及长江商学院市场营销学助理教授。任职长江商学院期间，凯夫曾为阿里提供高管培训，随后加入阿里。

According to the information received, Kevbenko graduated from the Faculty of Computers at the University of Qinghua, holds a doctorate in management from the European School of Business Administration, served as Assistant Professor of Marketing at the Tepper School of Business at the University of Carnegie Melon and Assistant Professor of Marketing at the Yangjiang School of Business.

目前，凯夫工作调整的原因暂不明朗。

At present, the reasons for the reconfiguration of Kev's work are not clear.

一直以来，俄罗斯市场都是速卖通最重要的战略高地。凯夫接掌速卖通时，恰逢俄乌战争爆发，导致速卖通在俄罗斯的业务全面塌方：平台无人管，刷单的刷单，逃亡的逃亡。卢布、欧元汇率的暴跌，更是让卖家损失惨重。此外，万事达卡、Visa和PayPal还停了在俄罗斯的业务，使得只有卢布没有美金的用户买不了东西。多重压力叠加下，速卖通在俄罗斯的业务一度断崖式下降了90%以上。

Russian markets have been selling the most important strategic highlands at short notice. When Kev took over, it coincided with the outbreak of the war in Russia, which led to the rapid sale of a full collapse of operations in Russia: the platform was unmanaged, billed, and escaped. The sharp fall in the ruble and euro exchange rates had cost sellers more than 90% of the damage. Moreover, MasterCard, Visa, and PayPal had stopped their operations in Russia, making it impossible for only users without dollars to buy.

同时，速卖通在第二战略高地——巴西市场，不仅遭遇了Shopee的有力狙击，还受到了巴西政府向亚洲电商平台增税政策的冲击。无奈之下，速卖通只好将重心转向了韩国、西班牙和法国等市场。关于速卖通的兴衰起伏，欢迎点击《留给速卖通的时间不多了》。

At the same time, fast-trading in the second strategic highlands — the Brazilian market — was hit not only by a powerful sniper shot at Shopee, but also by the Brazilian government’s policy of increasing taxes on Asian power suppliers’ platforms. Unabledly, fast-sales simply shifted the focus to markets such as Korea, Spain and France. With regard to fast-sales, the boom and decline are welcome to click on .

虽然目前俄乌战争的影响已逐渐消退，且在蒋凡的带领下，速卖通祭出了全托管和本土化运营两大策略，试图解决运营周期长、物流慢以及对当地购买习惯不了解等跨境电商的先天弊端，提升用户体验和平台竞争力。

Although the effects of the war in Russia and Ukraine have now faded, and led by Chiangfan, the fast-sales offerings offered two strategies: full hosting and home-based operation, which sought to address the pre-existing ills of cross-border power suppliers, such as long operating cycles, slow logistics and lack of knowledge of local purchase habits, and to enhance user experience and platform competitiveness.

但在SHEIN、Temu以及Tik Tok等强敌的环伺之下，速卖通仍然面临着不小的增长压力。关于SHEIN、Temu和Tik Tok的出海故事，敬请关注雷峰网即将推出的“围攻亚马逊，决战电商光明顶”系列文章，也欢迎联系作者（微信LW_PLUS）交流。

However, fast-marketing is still under considerable growth pressure in the presence of powerful enemies such as SHEIN, Temu, and Tik Tok. With regard to the sea trip stories of SHEIN, Temu, and Tik Tok, please pay attention to the forthcoming series of articles on “Amazon siege, final-war electric power merchants” by Le Peaks, and welcome contacting authors (Micro-LW_PLUS).

除了凯夫转岗之外，与其一同从中国数字商业板块调到蒋凡麾下的平畴（同样为阿里巴巴M6）也早于2022年8月就已经离职。平畴曾担任阿里巴巴集团淘系技术负责人，并作为2019年阿里双11技术总指挥，带领集团经济体双11团队完成一场不亚于移动化变革的战役，实现了核心交易系统100%上云。

In addition to Kev’s transfer from China’s digital business plate to Chiang Fan’s Ping (also Ali Baba M6) in August 2022, Ping, who was the technical leader of the Alibaba group, led the group’s 11-team team in 2019 to complete a campaign that was no less than a mobile change, achieved 100% of the core trading system.

针对平畴离职和凯夫的工作调整，有阿里内部人士表示：高P离开，至少腾出位置来，其实也不是什么坏事。雷峰网也认为，阿里海外是阿里未来几年可见的增长来源，平畴、凯夫在完成其历史使命后离开，对后续团队建设和战力提升，或将起到正面效益。

In response to smooth departures and the readjustment of Kev’s work, Ali’s insiders have said that it is not a bad thing that HCP leaves, at least freeing up. Le Peaknet believes that Ali’s overseas is a visible source of growth for Ali in the years ahead, and that even, after fulfilling his historic mission, Kev’s departure will be a positive benefit in terms of team-building and force-building.

关于阿里内部的高管人事变动，欢迎联系作者（微信LW_PLUS）交流爆料。

With regard to high-level personnel changes within Ali, the contact author (Web LW_PLUS) is welcome to share the material.

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