With a donation of nearly 15 billion yuan, Liu Qiangdong wants to "make a comeback"?

Although Liu Qiangdong's Weibo signature is still "low-key, low-key, low-key", he has not appeared for a long time and is particularly high-profile during the Spring Festival.

JD.com threw 1.5 billion yuan in red envelopes, becoming the exclusive interactive partner of CCTV Spring Festival Gala in the Year of the Tiger.

On the second day of the Lunar New Year, JD Group announced that Liu Qiangdong, chairman of the board of directors and CEO, would donate 62,376,643 class B ordinary shares to the third-party foundation for public welfare purposes.

According to the closing price of JD.com's U.S. stocks on February 1, Liu Qiangdong donated shares worth $2.34 billion, or nearly 15 billion yuan.

Liu Qiangdong's "high-profile" time point is very exquisite, and it is currently on the eve of the two sessions, at this special point in time, Liu Qiangdong's operation is to "make a comeback"?

1

After the "Minnesota Peach Incident", Liu Qiangdong's Weibo avatar was replaced by the JD logo: JD Dog.

On December 22, 2018, Liu Qiangdong posted his last Weibo post. Since then, Liu Qiangdong has rarely appeared in public, and he has been sentenced to two people before.

On November 7, 2019, the ninth meeting of the Standing Committee of the 13th National Committee of the Chinese People's Political Consultative Conference closed in Beijing, and the meeting accepted Liu Qiangdong's resignation as a member of the 13th National Committee of the Chinese People's Political Consultative Conference for personal reasons.

Liu Qiangdong, who is hidden behind the scenes, even missed the second listing ceremony of JD Group in Hong Kong in June 2020.

According to incomplete statistics, in the past two years, Liu Qiangdong has stepped down from his post in more than 200 companies, and even resigned from the positions of legal representative, president, executive director and general manager of JD.com.

Stepping down does not mean losing control, Liu Qiangdong still holds 15.4% of the equity of Jingdong Group, is the second largest shareholder, and the voting power is as high as 79%, that is to say, he has a veto right, and he is still "hanging the curtain" behind his back.

Liu Qiangdong has made it clear, "If I lose control of JD.com, I will sell it." ”

Compared with previous years, liu qiangdong taoguang is now obscure a lot, without the high profile of previous years, he blows up a thunderbolt from time to time under the low profile:

In June 2020, JD Group went to Hong Kong for the second listing;

In June 2020, DADA Group, which is controlled by JD.com, was listed in the United States;

In December 2020, JD Health was listed in Hong Kong;

In May 2021, JD Logistics was listed in Hong Kong.

At least from the surface point of view, in the days when Liu Qiangdong "retired", the negative news of Jingdong became less and less, and Jingdong became stronger and stronger.

2

Over the past four years, Liu has seemed to have consciously downplayed his connection to the group's brand.

As the soul of JD.com, Liu Qiangdong appeared in official news reports only twice before 2022 with the title of "Chairman of the Board of Directors and CEO of JD Group":

According to the Tibet Daily, in June 2019, Liu Qiangdong led a Jingdong delegation to Lhasa to hold a discussion with the Tibet Autonomous Region government to discuss in-depth cooperation.

According to Kunshan Daily, on July 15, 2020, Liu Qiangdong met with Wu Xinming, secretary of the Kunshan Municipal Party Committee, to discuss cooperation between JD.com and local governments.

In addition to the traces of these two news reports, the internal letter has become the main window for the outside world to understand Liu Qiangdong.

For example, in April 2019, in order to appease tens of thousands of Jingdong delivery workers who were cancelled from the basic salary, Liu Qiangdong wrote a letter to the "brothers", moving and understanding the urgency of the move - Jingdong Logistics has serious losses, either intercepting the flow, that is, canceling everyone's five insurances and one gold, or opening the flow, that is, relying on the brothers to increase the number of external receipts of Jingdong. The two phases are weighed, and the latter can only be chosen, and the abolition of the basic salary is an incentive.

In May 2020, Liu Qiangdong's letter was widely disseminated, and this letter, with the theme of "Who is JD.", redefined JD.com from the various problems faced by Chen JD.com.

In 2021 ,618," Liu Qiangdong released a letter to shareholders titled "Awe and Always Maintain Feelings", repeatedly emphasizing values.

It is clear that the wording of these documents is clearly deliberate. The payment of the letter to the delivery staff, the letter to all employees, and the letter to the shareholders are different, namely: your Dongge, your Liu Qiangdong, Liu Qiangdong - Chairman of the Board of Directors and CEO of Jingdong Group. The line between the informal and the formal is shown, and the "difference between kinship and alienation" is shown.

3

If "dilution" and "influence" are the most expensive lessons Liu Qiangdong taught in previous years, then "strengthening" and "influencing" or what JD.com and he have to do.

Chinese New Year's Eve, Jingdong Group took out 1.5 billion yuan to sponsor the Spring Festival Gala red envelope interaction; on the second day of the Chinese New Year, Jingdong announced that Liu Qiangdong, chairman of the board of directors and CEO of Jingdong Group, took out a huge donation of nearly 15 billion yuan, which will be mainly used for environmental protection and education.

Some media interpreted the above incident as his response to the "common prosperity" initiative. Of course, this understanding is correct, because Pinduoduo Huang Zheng and Meituan Wang Xing have learned from the past, and previously took out shares worth tens of billions of yuan to do charity.

In addition, Tencent and Alibaba also announced the establishment of a 100 billion yuan rural revitalization fund last year. Over the years, Jingdong has been mentioned by the outside world and the two giants side by side, and Liu Qiangdong cannot show weakness.

However, in the view of Yi Jianjun, in addition to the meaning of charity itself, perhaps the sponsorship of the Spring Festival Gala and the generous donation of tens of billions of dollars are on the one hand to strengthen the brand image of Jingdong and Liu Qiangdong, on the other hand, to pave the way for their comeback.

After all, during the national "Internet anti-monopoly" period, JD.com, as one of the few Internet platforms, was almost unharmed. It is one of the few large-scale Internet companies in China that does not have a "stain".

Compared with several other Internet companies, JD.com not only paid social security in full for more than 200,000 couriers under JD Logistics, but also provided employees with interest-free housing loans of up to 1 billion yuan.

In the 2021 China Top 500 Private Enterprises list released last year, JD.com ranked second only to Huawei.

In addition, as far as Liu Qiangdong is concerned, before the "Minnesota incident", he was significantly stronger than Ma Yun and Ma Huateng in handling political and business relations, and he was already the vice president of the Chinese Non-governmental Chamber of Commerce.

With the passage of time, the negative impact of the "Minnesota incident" on Liu Qiangdong and JD.com seems to be dissipating, and it is not impossible for Liu Qiangdong to serve as a member of the National Committee of the Chinese People's Political Consultative Conference again.

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