Chinese tech conglomerate, Alibaba is known locally and globally for its e-commerce online trading platforms which have enabled a more globalised economy in the 2010s and 2020s. Recently, Alibaba-owned Southeast Asian online shopping platform, Lazada, has gone through a management reshuffle and has appointed a new CEO for the Lazada company.

As of Jun 3rd, the new chief executive officer for Lazada in the Southeast Asian region is Mr James Dong, replacing former CEO, Chun Li. 

Dong was a former associate partner at McKinsey & Co and a proud MBA graduate from Cambridge University. He had served as the head of globalization strategy and corporate development at Alibaba Group and as a business assistant to group CEO Zhang before joining Lazada as its CEO for Thailand in 2018.

In 2019, Dong was then appointed for CEO for Lazada Vietnam as well while still holding the position of CEO for Lazada Thailand. During his term as CEO, he oversaw a push to bolster logistics and improve operations to cope with rising orders at the height of the pandemic. Between June and August of 2021, at the peak of the fourth wave of Covid-19 in Vietnam, Lazada’s orders in the country quadrupled from a year earlier, Bloomberg reported, quoting Dong.

“Since James joined Lazada in 2018, he has quickly delivered success in his various roles,” the company said in its statement.

Dong has since passed on the Vietnam top role to Kaya Qin and had continued on as CEO for Thailand, where he led the launch of a new social commerce platform.

Chun Li, the former CEO of Lazada for the entire Southeast Asian market since 2020, has now been delegated a new role as advisor to Lazada Group Chairman Jiang Fan and stay on the company’s board, according to a company statement.

The Lazada brand has recently been facing fierce competition in the Southeast Asian market with rapidly growing e-commerce sites in the region such as Shopee and JD. Despite these growing concerns, the Lazada brand is reportedly looking for expansion into the European market as well to continue growing its business operations.

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