Chinese e-commerce behemoth Alibaba Group Holding (NYSE: BABA) has announced an organizational reshuffle affecting its two major marketplaces. The reorganization grants Taobao president Jiang Fan oversight over the operations of sister platform Tmall.

Founded in 2003, Taobao is China’s largest c-to-c and small business e-commerce platform, while Tmall — launched in 2008 — handles larger and more established brand names.

Alibaba’s Jiang Fan (left) and Jing Jie (right)

MAUs across Taobao and Tmall reached 699 million in December — a quarterly net increase of 33 million. The Hangzhou-based company does not disclose platform-specific data.

Jiang will takeover Tmall operations after former president Jing Jie (AKA, Jet Jing) was made special assistant to Alibaba CEO Daniel Zhang. Jing will also serve as secretary-general of Alibaba’s enterprise-facing product offerings, which includes the recently launched Alibaba Business Operating System.

The sister sites will continue to develop independently. Although Taobao and Tmall serve different needs, they target “the same group of customers,” so Alibaba expects the realignment to create more “synergies” between the two, a company spokesperson told Technode.

Recent upgrades to the Taobao app have been credited with sustained user growth for the site. The new app format incorporates a personalized feed, pushing products that it thinks users will purchase based on their history.

Alibaba has begun pushing the Taobao brand in a new direction over the past year. It’s now centered around content generation, short videos, celebrity users and other social elements. In January, the site launched a new “family account”, that would facilitate the sharing of digital gifts and “money packets” between extended family members.

Taobao launched its own, stand-alone short video app called Lu Ke in September. The app is aimed at letting users show off their goods on the platform. In an interview with Chinese tech media outlet 36Kr, Taobao president Jiang Fan said it’s possible for video to take up 90 percent of the site’s content in future.

Alexa’s latest ranking of the world’s top websites shows that Taobao has moved up into the tenth position — one place ahead of e-commerce rival The site launched a new app called Taobao Special Offer with a focus on daily deals in July.

Additional reporting: Technode

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