Interpreting JD.COM's corporate culture.

Interpreting JD.COM's corporate culture.

Guide: To build a ship, don't just let a group of people collect wood, listen to your orders and assign tasks, but induce people to yearn for the depth and vastness of the sea. The following is the decoding of JD.COM corporate culture I brought you, hoping to help you.

We know that this is an era of qualitative change and uncertainty. The only constant is that everything is changing. Therefore, enterprises should return to cultural fundamentals, value fundamentals and management fundamentals to think about their future. As Drucker said, only? Rely on the enterprise's own strength to establish the value of enterprise existence? In order to win the future competition. Where does your own strength come from? Where does the value of existence come from? Only by thinking about the basic value of enterprises can we find the real answer.

There is no doubt that the development history of JD.COM for more than ten years is that JD.COM has constantly surpassed one after another? Giant? The history of. JD。 COM is well-deserved, not only because JD.COM has created an e-commerce model with full value chain operation and established its leading position in the B2C field, but also because JD.COM has always adhered to it? Customer first, honesty, teamwork, innovation and passion? Our core value concept is to manage enterprises and promote their development, which has led to today's achievements? Although? Running barefoot? Along the way, there are pains and scars, which will be transmitted on the nerve endings of JD.COM for a long time, but JD.COM is not far from the day when dreams come true in this period. Just like this, as a post-commercial times's concern for social enterprises, an enterprise with a soul, an ideal and a valuable pursuit, as a bystander, I would like to ask: What basic values are driving JD? The growth of COM?

Everything serves the users.

? A century-old enterprise is by no means accidental or a simple business. They all have a mission, that is, to take social development as their own responsibility, pay attention to opportunities in social progress and even social change, and finally bring value to customers, employees and society? (Drucker)

There is a saying circulating in JD.COM that employees will never forget: In JD.COM, customers are a matter of life and death? . And JD. The widely acclaimed service of www.com was not built in a day, it came from the right? Customer first? The persistence of ideas bordering on paranoia Like JD.COM? Not against the world? , the first in the e-commerce industry? Cash on delivery? This move stunned the whole industry at that time. But does JD.COM realize that e-commerce can make China consumers really realize this? God? You can do it. Stay at home, cash on delivery, reasonable price? Free return, and more importantly, there is no difference due to different consumers' regions, rich and poor. , highly recognized by customers, and finally forced the whole industry to change along with JD.COM. Then, JD. COM's self-built logistics has been launched one after another? What is the time limit for 2 1 1? 、? All these decisions and actions are made around satisfying customers and creating customer value. In the decade of rapid development, Liu emphasized in his internal speech almost every year. Any decision should follow the company's values, if it is violated? Customer first? Then this decision is invalid. The user experience must not be reduced because of financial security and information security. Never lower the quality of service on the grounds that the company saves money. ? JD。 COM's high requirements and high standards for serving customers can be seen.

Secondly, the JD.COM model forces all participants to return to the essence of business and pursue low cost and high efficiency. JD.COM realized that the chain store model passed on huge costs to consumers, so he began to innovate the model to reduce the whole supply chain cost and social waste. At the same time, JD.COM also opened its platform to its partners, and through the docking of information systems, it reduced the inventory turnover rate of suppliers and doubled the efficiency of the whole supply chain. As Liu said,? Reducing the cost of the whole supply chain is our real greatness. ? Today, the unprecedented pressure faced by the traditional physical store model has been fully manifested, and the advantage of giving back to consumers at low prices in JD.COM is even more prominent.

In addition, JD.COM not only brings low-priced products to consumers, but also allows brand manufacturers to obtain reasonable profits, helping the whole industry to develop more healthily.

An important significance of this cultural carding is to redefine JD.COM? Clients? Connotation: Consumers, suppliers and sellers can realize JD. By thanking customers, serving customers and achieving customers' goals? Customer first? .

At the same time, JD.COM released a mascot: a mascot named? Joy？ Metal dog. Dogs are famous for their loyalty to their owners, but they also have upright conduct and fast running speed. ? Joy？ It's the incarnation of JD.COM, representing JD.COM, right? Customer first? Persistence: strive to improve the user experience and constantly bring surprises and joy to everyone. Where there is JD.COM, there is joy, and there is joy and happiness.

Comments:? Customers first continue to create value for their partners? It's JD. The survival logic of COM. Create customers according to Drucker's research? It is that value and the real reason for the existence of enterprise. All operations are centered on customer needs, and products are developed and produced according to the actual needs of customers, so as to establish the overall function of the organization. The basic logic of enterprise survival is to put customers first, create customer value, satisfy customers and serve customers well.

honest

? Honesty and fairness are the foundation of your throne? (Bible)

In JD.COM, the most common sentence should be:? Honesty? . It's not just lip service, it's actually doing it so persistently. Since 1998 started its business, JD.COM has always adhered to the principle of no fake goods, and has not deceived and deceived users, which has accumulated a good reputation for JD.COM. For example, when JD.COM started his business, he sold CDs in Zhongguancun. At that time, the whole Zhongguancun was selling fakes, but JD.COM never sold fake CDs. This is for JD.COM? Sars? The e-commerce transformation during the period laid the most solid foundation. As a pathfinder of e-commerce, it was hard for people to believe that online sales and thinking habits were deeply rooted. Honesty? Foundation, JD.COM is impossible to open up a piece of heaven and earth.

JD.COM also created the most classic case in the history of PE cooperation between enterprises in China, which made the business community believe? A verbal promise is worth more than a hundred million? . At that time, Tiger Fund wanted to invest in JD.COM. After a period of contact, in a telephone communication, the investment director of Tiger Fund and Liu reached an agreement on the enterprise valuation, and also reached an oral agreement on the investment amount and equity ratio of Tiger Fund in the mall. This afternoon, two other investment funds contacted Liu, and their quotations were more than 30% higher than those of Tiger Fund. If we break the verbal agreement with Tiger Fund and sign contracts with these two funds, then JD.COM can earn 1 100 million yuan more a day. In this case, Liu still chooses to cooperate with Tiger Fund and strictly abides by his verbal commitment. We can see that it is because of JD.COM. COM adheres to the principle of good faith in business communication, which has laid a solid foundation for JD.COM to create great success at present.

There are many such cases. For example, once a supplier had an accident and the company closed down, JD.COM tried his best to find out the address of the supplier's lover and took the initiative to pay for the goods. Values are JD. COM's self-esteem and values are JD. Is the character of COM really as Liu said? You can win a game rule that is beneficial to you by all legal means, but you must never play cards without following the rules? Within us, it violates the principle of good faith. As long as I find out, even the vice president, I will definitely let him go? .

Comments:? Integrity? It is the foundation of JD. COM's career. Some scholars have studied and revealed the short history of the rise and fall of the top ten star enterprises in China. Failure gene? Is it? There is a general lack of moral fairness and humanistic care awareness? . ? Honesty? Not only the moral bottom line, but also the life and death line of the enterprise, right? Honesty? JD.COM was invincible because of her perseverance. ? Honesty? In JD.COM, managers and employees formed a high degree of awareness, which strengthened the confidence of dealers and consumers in JD.COM, and also established a basic moral bottom line and moral sense for employees.

group

? No one is an island? (poet? Dorn)

Excellent companies first have a group of pragmatic idealists, who rely on the core values and beliefs of enterprises to form a team of mutual trust and cooperation; Secondly, it is based on the full understanding of the actual individual consciousness, so that enterprises and employees form the same interest body, and finally make enterprises and employees move from opposition to harmony. What is this? Team? It means that members don't lie to each other, respect each other and have the spirit of tolerance. It should refer to the sum of the basic principles of avoiding mutual harm, from self-centeredness to cooperation and mutual assistance, bringing benefits to others, not harm. Liu has a profound understanding of this: What is team spirit? Its essence is to give up oneself and adapt to others. Complaining is the biggest natural enemy of team spirit. First, people who are self-centered must have no team spirit. When encountering problems, don't talk about yourself, just talk about others. The boss is an idiot and his colleagues don't cooperate. How can he work as a team? Second, people who complain often have absolutely no team spirit. Some people complain 90% of the time, 10% of the time at work. They have no team spirit and must be asked to leave. ?

The premise of mutual trust and cooperation must be based on mutual benefit. JD.COM didn't? Painting cakes to satisfy hunger? The policy of treating employees is a diversified interest distribution with profit sharing as the core, which is established through the sharing system. For example, when JD.COM first raised funds, it issued shares to employees for five years. So far, even more than half of Liu's shares have been given to employees. It should be said that JD.COM not only brought good salary and stock to employees, but also constantly improved the training system. I hope that after working in JD.COM for several years, employees' personal career, professional ability, horizon, horizon, knowledge and ability can all rise to a new height. Take JD for example. Take the employees of COM as an example. JD.COM employees' cash income is above average in the industry, and if stocks are included, JD.COM is the best. More importantly, the joy and expectation of individuals and organizations growing together.

On the other hand? People-oriented? Must speak with facts, Liu put forward more requirements for himself at the 20 12 year-end shareholders' meeting. (JD.COM) In the second decade, I have only one assessment goal for myself, that is, caring for people and caring for us in JD.COM. The satisfaction and happiness of our employees will be my most important assessment indicators. ? A recent case in JD.COM is a proof. On the third day after the bird flu epidemic was announced this year, Liu sent an early warning to the whole company through an urgent internal mail, and put forward the specific measures and requirements of 1 1, requiring all managers who received the mail to take all measures immediately and notify as many employees as possible overnight. JD.COM is the first enterprise in China to light a warning light for the bird flu epidemic. Between the lines of the letter, you can immediately feel an entrepreneur's incomparable respect for people: if the epidemic continues to deteriorate and inevitably infects our distribution brothers, we would rather close down the company than close down? ; ? Every manager must pay full attention to it? Full of absolute awe of life. Be responsible for the life safety of colleagues. If any employee in JD.COM is infected with bird flu at work, it will be a lifelong shame for me and all our managers! ?

Comments: The success or failure of an enterprise is mostly due to people, isn't it? The second factor? . JD.COM advocates a modern enterprise consciousness of * * * knowing, * * creating, * * enjoying, * * advancing and retreating, which is also very valuable. There is no one world, and individuals have no freedom and happiness except loneliness and indifference. Only by sharing, cooperating and sharing information can a strong team be formed. As Drucker said? Does the organization take values as the growth boundary? .

reform

? Why not retire and do the internet? Historical records? Hanshu? Biography of Dong Zhongshu

The history of JD. The development of COM is also a history of continuous innovation. E-commerce is a rapidly changing industry. JD.COM dared to break away from convention, tried new things constantly, and came to today through continuous learning; In addition, the essence of competition among e-commerce enterprises is cost and efficiency, and the growth of JD.COM can only be achieved by continuously optimizing the process and improving the management level and operational efficiency.

With the arrival of SARS, Zhongguancun market is deserted, and JD.COM tries to sell online on CD-Best forum.

Build your own logistics and turn it into a machine. Before 2007, few people realized that logistics was e-commerce? Life gate? At that time, consumers frequently complained that the third-party logistics was too slow, the express delivery was lost and even the mobile phone in the parcel was replaced by bricks. JD.COM is determined to turn Gan Kun around. Since 2007, he has invested tens of billions of yuan to build his own logistics system. When people questioned Liu, they said? If one day the service quality and efficiency of the third-party distribution company can meet my standards and consumers are satisfied, I can get rid of it at any time? .

Go to the door to swipe your card and create a precedent for e-commerce. JD.COM Mall launched the mobile POS door-to-door credit card service in Beijing, Shanghai and Guangzhou, which initiated the e-commerce in China.

Innovate business models and rebuild rules. JD.COM model rebuilds the new industry order and the whole value chain, which affects the whole industry to reduce costs and improve competition efficiency, to benefit consumers at lower prices, and to prevent the whole industry from bullying suppliers and asking suppliers for too much gross profit and too long accounting period.

It can be seen that innovation must be the principle of progress. The lasting vitality of many excellent enterprises also proves that innovation is an inviolable survival law! Just as plants have their own laws from growth to withering to regeneration, promoting the health of ecological chain can make everything survive and develop better, and only in suitable soil can they bear full fruits.

Comments:? Innovative ability to turn problems into opportunities? This is JD.COM's kinetic energy. In this era of innovation, a company that cannot innovate by itself is doomed to decline and perish. ? Innovation? It is a simple truth to maintain the vitality of enterprises. Only in the process of innovation and change can enterprises achieve self-creation and sustainable development. Innovation should be pragmatic, law-respecting, problem-oriented and market-oriented.

enthusiasm

? It's a long way to go, Xiu Yuan, Xiu Yuan. I'll go up and down, okay? (Qu Yuan)

JD.COM is a company with no background. It can achieve today's achievements because all JD.COM people are full of passion and the spirit of hard struggle, which has been a decade-long struggle.

A netizen commented that Liu has three great qualities: strong personality, independent thinking and perseverance. A strong personality creates a charming magnetic field with great energy to attract the resources and people he needs; When you have enough determination and never give up, you are half successful; The hardest thing in the world is persistence, and the easiest thing is persistence. However, few people can stick to one thing, and when things have changed and things have changed, he is still sticking to his original impulses and dreams. Liu did this and achieved success. This is a passion drive. Such an evaluation is pertinent.

Liu once said, As an entrepreneur, the soil for survival is the market! Without market economy, there would be no entrepreneurs! One of entrepreneurship is to appeal and enjoy market competition! ? Leave a foreign company? Can't resist the urge to start a business? Open the first counter in Zhongguancun and set up JD.COM; From giving up traditional channels (at that time, 12 stores were profitable, and offline turnover accounted for 90%), they insisted on doing e-commerce; From something he insisted on? Be the first, not the second? . The power of passion is everywhere.

Spiritual strength can be transmitted, which also affects his employees. There are countless examples in JD.COM. COM internal publication: dealer Song braved the snowstorm to pick up the goods from customers at 9 pm; The elevator is broken. An employee climbed 25 flights of stairs to deliver goods to customers. Employee Yan Ju has come home from work, but because of a customer's mistake, she resolutely rushed to get some points and solved the problem for the customer. Li Hongyuan, the delivery man, was caught in the heavy rain halfway, but he didn't get caught in the water to protect the customer's package?

Even when JD.COM selected Guan Peisheng, JD.COM stipulated that students with persistent passion and perseverance must be selected. JD.COM believes that passion and continuous driving force cannot be continuously transmitted by external forces, but must come from one's own nature.

This passion promoted the success of the first venture of JD.COM Shopping Center and the second venture transformation of JD.COM. Sustained activation and striving for foundation should be another key secret of JD.COM. The success of COM.

Comments: JD.COM people's passion, indomitable fighting spirit, loyalty to their duties and due diligence are actually rooted in their love for the profession. Never forget to be prepared for danger in times of peace, never forget to fail when you are alive, always keep the passion of fighting, transcend the passion, and focus on the strugglers. These are all necessary qualities to survive in uncertain times.

In "Evergreen Foundation", it is said that values are a deep belief of an enterprise, and it is believed that only by persisting in this way can the cause succeed; At the same time, it is considered that values are the standard for enterprises to judge right and wrong, and they are universal standards. This standard cannot be equated with business behavior and business strategy, and it is a basic value position that would rather harm the financial interests or short-term rights and interests of enterprises than self-destruction. Only by sticking to this position can enterprises be full of ideals, persistent in doing things and have an insurmountable bottom line. For more than ten years, JD.COM has been striving to defend these basic values, which is especially commendable! At the beginning of 20 13, JD.COM officially entered the second ten-year strategic planning period as an e-commerce. Will JD.COM continue to abide by it? Customer first, honesty, teamwork, innovation and passion? Core values, and can constantly break through the shackles of the original habits, maintain a new tolerant, open, inclusive and enthusiastic attitude, in the realization of JD.COM? From Excellence to Excellence? Never stop on the road of development and prosperity! ;