Here is an excerpt from an interview of Daniel Zhang by Daniel Zipser for the McKinsey Quarterly, published by McKinsey & Company. To read the complete article, check out others, learn more about the firm, and sign up for email alerts, please click here.

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The chairman and CEO of China’s e-commerce giant describes Alibaba’s approach to innovation and how he balances analytics and instinct to push himself to spot hidden opportunities.

The Quarterly: What strikes you as notable about Chinese consumers, and how are they evolving?

Daniel Zhang: What we see from our digital platforms is that they are very diverse. Because of the internet, they know what’s popular—not only in China but all around the world. They also have strong beliefs. Generation Z, for example, doesn’t believe only in so-called big brands; they prefer unique things and new brands from their own generation. That’s [a big part of] their lifestyle. The other important thing is that they tend to spend more. China is famous for being a high-savings-rate society, but the younger generation are more willing to improve their lifestyle through spending, and that presents huge opportunities.

The Quarterly: Speaking of consumer spending, Double 11, the online shopping festival that happens on November 11 each year, generated more than $30 billion in gross merchandise volume in 2018. What was your vision when you launched the event back in 2009?

Daniel Zhang: Tmall [Tmall.com] is now the largest online B2C business in the world, but at the time, it was tiny compared with Taobao [Taobao Marketplace]. So we wanted people to remember us. The idea was to bring together all the merchants on Tmall and create a common event where we could work together to serve our mutual customers with the best service, the best products. We never dreamed it would become such a fantastic event ten years later, and that really reflects the power of ecosystems.

But if you ask me about the idea on day one, I have to say it came from a sense of, “How can we make people remember us?” and “How can we survive?” From there, it came from trying new things. Going forward, it will continue to be about innovation. We will look to promote not only online sales but also brick-and-mortar stores. Double 11 is a day focused on consumers, and they seek online as well as offline experiences. That’s a very obvious trend we see and will pursue as we continue to make Double 11 the best day of the year for consumers.

The Quarterly: Say more about innovation and technology at Alibaba—and, in particular, the role of artificial intelligence [AI].

Daniel Zhang: We are always trying new things—always innovating services and using technology to give consumers new experiences. For example, people in China are now largely used to the convenience of mobile wallets, so we have pushed to promote facial recognition as confirmation for digital payments. Feedback tells us young Chinese consumers love the convenience of this; it’s a fantastic consumer experience.

We had been working on AI for many years, but, to be honest, we didn’t even realize what we were doing was AI. We are a data-driven company. We create value from the data generated by real activity of users and merchants; we use data as fuel for our marketplaces to help merchants better serve their customers. That is our logic, and we have been working on this for many years.

Technology and data empower our whole business—not only on the sales side and marketplace side but also in the back-end office, in customer service, in every single area. This is how we work. So when people say “AI,” we laugh and say that, to us, it’s “Alibaba intelligence” because data and technology power everything we do.

The Quarterly: How would you describe Alibaba’s purpose, and how does your business model support it?

Daniel Zhang: Alibaba has been a mission- and vision-driven company from day one. Jack Ma, along with 17 other early cofounders, set a great mission: to make it easy to do business anywhere. Our mission drives our business strategy, which is empowering our business partners.

Even though our business is always evolving, the mission remains unchanged. For example, we are not only helping big brands and retailers—we also help small and medium businesses grow. We believe small is beautiful; we want to help new businesses and entrepreneurs be more successful. That’s always been our philosophy. In this digital era, when we talk about Alibaba’s future, we focus on helping our business partners win through successful digital transformation, rather than about how we can make ourselves even stronger. When small businesses can grow faster and grow healthier, it will benefit the whole society.

As the Chinese economy transforms into a consumption-driven economy, Alibaba has a huge opportunity to understand consumers’ changing needs. We help connect the whole world with China to facilitate easy trading and access to the world’s largest consumer market.

The Quarterly: You are often described as reserved, soft spoken, and detail oriented. How do you see yourself as a leader, and how has your leadership style evolved?

Daniel Zhang: I don’t think I’m a reserved guy, actually. People may tag me based on my background as an auditor, and I always say that maybe I picked the wrong first job. Obviously, though, that first job gave me a lot of opportunities to learn the basic skills and have access to many clients in different industries. I consider myself very lucky to be engaged in the digital landscape and to be part of such a fantastic company in Alibaba.

In terms of my leadership style, I’m very nice to people. I tend to give people opportunities to try their own ideas, but I’m very tough once a decision has been made. Once I make up my mind, I want my teams to go ahead and get concrete results. That’s why people at Alibaba always say it’s very difficult to deal with me in business meetings, because [in that context] I am always trying to get to the substance of the matter and drive people to make progress.

So my leadership style is that, yes, while I speak softly, I always make the tough decisions. I think the most important thing [for a leader] is to lead the whole team forward. They need direction, and they need clear guidance. Leaders have to make the tough decisions, even if it may not be the perfect decision. At the same time, I also try to learn from our young people—the people born after 1990, 1995. Learning about their lifestyle and preferences helps give me a lot of new ideas and inspires innovation.

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Here is a direct link to the complete article.

Daniel Zhang is the chairman and CEO of Alibaba Group. This interview was conducted by Daniel Zipser, a senior partner in McKinsey’s Shenzhen office.