Liu Qiangdong, two nobles, one WeChat group begging for milk and bread, one taking office and then rising
On April 7, Xu Xin, a legendary investor in Jingdong, asked for milk and bread in the WeChat group, which made many melon-eating people sigh: "The landlord's family has no surplus grain." Living in a mansion of 200,000 yuan per square meter, you also have to worry about eating and drinking.
On the same day, Xu Lei, whom Xu Xin recommended to Liu Qiangdong, once again remembered his promotion and became the CEO of Jingdong Group, becoming a veritable second-in-command of Jingdong.
The former Xu Xin, in 2006 10 million US dollars to invest in Jingdong, to help Liu Qiangdong through the difficulties, in 2014, Jingdong listed, her investment return of more than 100 times, Jingdong a single net income of more than 13 billion yuan. He is a legend in the investment industry and a nobleman of Liu Qiangdong.
The latter Xu Lei, a flower arm man full of fashion brands, started from Jingdong consultants to the president and CEO of Jingdong Group, who is also a legend of marketers and a nobleman of Liu Qiangdong.
In 2007, Xu Lei served as a marketing consultant of JD.com under the recommendation of Xu Xin, and after being recognized by Dongge, he served as the vice president of marketing of JD Mall. In 2011, he left his job and joined Belle to manage its e-commerce mall "U-Buy Network".
In 2013, Xu Lei was persuaded by Dongge to return to JD.com and served as the senior vice president of JD Mall, responsible for marketing. In 2017, he served as the CMO of JD Group, and in 2018, he was promoted to CEO of JD Retail.
At the beginning of the return, CMO Lan Ye, CEO Shen Haoyu and other airborne executives were red, but Xu Lei still did things according to the rules, step by step, according to the words of Jingdong friends: he has extremely high emotional intelligence, strong ability, left and right fate, and can also come up with performance and constantly prove himself.
In the end, this airborne unit left its post and transferred to another post, and Xu Lei returned to the power center of Jingdong. Undoubtedly, Liu Qiangdong still feels that this veteran who holds heavy power and has a budget of N billion yuan is reliable, "pays attention to rules, does not love power", and has high emotional intelligence and can investigate big responsibilities.
Especially after Liu Qiangdong's "Mingzhou" incident in 2018, he continued to be reused, and the media rumored that Dongge also said: Whoever disobeys Xu Lei is disobeying me. Then he lived in seclusion behind the scenes, and various activities and releases entered the "Xu Lei time".
After removing obstacles, at the beginning of 2019, the Jingdong organizational system changed drastically, executives were eliminated, within two months, CLO, CTO, CPO successively left, foreign managers withdrew, the internal growth of the elderly took office, and then survived a series of negative public opinions such as canceling the basic salary of couriers and collecting user privacy.
After the explosion of the big melon, Xu Lei proposed the Jingdong program for 2019 and the future:
First, from the simple pursuit of digital to the pursuit of high-quality growth;
Second, the business model, from goods-centric to customer-centric;
Third, the organization has changed from vertical integration to front, middle and back office;
Fourth, the talent incentive mechanism has changed from creating numbers to creating value
Establish good rules, Xu Lei iron fist implementation, Jingdong gradually returned to the right track from a series of negative events, revenue, net profit returned to high growth, users fell for nearly 1 quarter, and then returned to growth... As a result, Jingdong came out of the darkest moment, and the achievements of 3 years also allowed Xu Lei to sit firmly in his position.
Looking at it now, Xu Lei has become the second in command of the entire Jingdong, and Dongge is both rewarding him and continuing to test, depending on whether he can grasp the development of the entire group.
Today, Liu Qiangdong is still the chairman, only 48 years old, originally worked for another 20 years is not a problem, he is more like Qianlong to Jiaqing", "help the horse, take a ride". To ensure that there is a second position that knows the roots and has the ability to ensure the daily "stability" of Jingdong Group, he can learn huang Zheng and Zhang Yiming to invest in strategic design, rural revitalization and other "stars in the sea".
At this point, the founders of ali, Pinduoduo, and Jingdong, the three strong e-commerce companies, have withdrawn from the front line, and the king of the first generation has become the "Three Kingdoms Killing" of the second generation.
After that, can Xu Lei continue to "stand the test for a long time" and what kind of answer can he come up with after the recent layoff storm? It depends on the financial reports of the listed departments in the past two years. Especially now, the Internet pattern is solidified, the increment has bottomed out, the closure is difficult, and the pass has to be passed.
According to the original EXCEL model forecast (above, fitting accuracy of 99%), the environment, assumptions remain unchanged, in the quadratic calculation, Jingdong's revenue will reach about 1180 billion in 2022, breaking trillion yuan for the first time. Can Xu Lei really do it?
What do you see?