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Name of Lazada (Lazada) E-commerce Company A famous name appeared in the Thai media. From one ad media issue that has become widely criticized Up to the point of being banned - boycotted and petitioned by the government to take legal action, including 112 charges.

Lazada, an e-commerce giant, once held the throne as the largest online marketplace in Southeast Asia. before losing its position to a competitor website like Shopee a few years ago.

Lazada was founded by Rocket Internet from Germany in 2012 with the aim of becoming the Amazon of Southeast Asia. Operates in 6 countries: Indonesia, Malaysia, Philippines, Singapore, Vietnam and Thailand.

Entering the ecommerce market In the Southeast Asia region where the Internet infrastructure is developing rapidly It also has a large population of 600 million people, counting on the right place at the right time.

After only 3 years, Lazada immediately rose to become the No. 1 online marketing platform in Southeast Asia.

In 2013 or 1 year after establishment Lazada had sales of $89 million, or about 3,079 million baht, before in 2014 sales tripled to $350 million, or about 12 billion baht.

Lazada's growth Has attracted the attention of investors around the world, especially the Chinese e-commerce giant Alibaba (Alibaba), when Jack Ma was still CEO. Submit a proposal for a merger of Lazada. It bought 51 percent of the stock in 2016 before investing $1 billion in additional capital in 2017, increasing its stake to 83 percent.

Jack Ma's vision seems to be going well. Alibaba's 2017 results for markets other than China accounted for a more than 130 percent increase from 2016.

Even though everything is going well But in the end, internal problems arose due to the difference in the original European corporate culture of Lazada. Under the leadership of the German CEO Maximilian Bittner with Chinese new owners from Alibaba

Moreover, different corporate culture issues arise between Chinese executives and the Lazada team. in each country in Southeast Asia

The lack of market understanding of each region and the problem of excessive management intervention resulted in many conflicts, leading to problems of brain drain. Many Lazada employees quit and poured out to work with competitors. Especially applications that are growing up like Shopee, etc., and these problems resulted in Lazada having 4 CEOs to manage after Alibaba took over.

Alibaba first decided to restructure its management in 2018 with the passing of Peng Lei, CEO of Ant Financial, a subsidiary of Alibaba. Sit as CEO of Lazada, replacing Bitner, the founder of Lazada in Germany.