1pai.com, a Chinese online auction site run jointly by Sina (SINA) and Yahoo (YHOO), is undergoing an executive shuffle.

Zheng Zhaodong, former CEO of 1pai, and Qin Xin, a Public Relations Executive, have both left the company, and Yahoo's search service manager has taken over as interim CEO.

Analysts are quoted by local media as saying that intense competition from eBay Eachnet and Taobao have pushed 1pai to make faster competitive moves, and perhaps the management changes will allow the company to do so.