Liu Qiangdong sent a letter to all employees: Jingdong's mission was upgraded to "technology-based, making life better"

Tencent Technology News reported on March 29 that Liu Qiangdong, founder and chairman of the board of directors of Jingdong Group, issued a letter to all employees by email, announcing Jingdong's new mission and values, and the key words are technology-oriented, customer first, innovation and hard work.

Key points include:

1. JD.com's mission has been upgraded to "technology-based, making life better".

2. Jingdong's values have been upgraded to "customer first, innovation, hard work, responsibility, gratitude, and integrity".

The following is the full text of the letter:

Vientiane renewal, make life better

Dear Brothers,

The spring of 2024 is coming, pregnant with vitality and vitality, at this time 10 years ago, we have completed the cultural combing, through the mission, vision, and values, for the first time, we have a concrete and complete description of what kind of people we are and what kind of things we want to do.

Now, 10 years later, we need to think about it again.

When JD.com first started e-commerce, online shopping was just emerging, and there were very few products to choose from, and there were many fakes and inferior goods. Many people are not rich, and they have saved up for a few months to buy a TV and a mobile phone online, but the experience is particularly poor. Therefore, in 2007, we made two important decisions: one is to build our own logistics, and the other is to expand from the 3C category to all categories. Although there was a lot of opposition at the time, our starting point was simple and pure, which was to make shopping simple and enjoyable. We know that whoever can solve problems for customers will be able to gain the trust of customers and achieve longer-term development.

The growth of JD has always been closely linked to the pulse of the times, thanks to the trust of customers, the support of partners, and the development of the times, JD has been developing and growing rapidly, while constantly giving back to the outside world with its own capabilities. We firmly believe that the value of business is not only measured by profit and revenue, but also by higher pursuit, whether it is the optimization of experience, the improvement of efficiency, or the reduction of costs, we always need to give back value to customers, partners, and society, and it is this sense of mission that has led JD to the present.

Today, JD.com has become a private enterprise with more than 600,000 employees and services covering all aspects of life.

JD.com, which is over 20 years old, will embrace this changing world more actively and start our new evolution, so we have upgraded our mission and values:

Technology-based, better life

From today, JD.com's mission has been upgraded to "technology-based, make life better".

In the 20th year of our founding, we officially put forward the "35711" dream. We need dreams, because only dreams can give meaning to every day's struggle, and can we always maintain the passion and temperature that constantly surpass ourselves.

Facing new dreams and futures, technology-based is the determination to believe that technology will eventually change everything.

At the beginning of 2017, we proposed a comprehensive transition to technology. Now we can really feel that the new generation of technology represented by artificial intelligence is accelerating the deep integration with the physical scene, and the general trend is like a tide.

The leadership of technology cannot rely on blindly accumulating resources, and the iteration of technology is not just an update of production tools. If we chose the right direction seven years ago, today we want to anchor a new intention: to treat everyone as the main body of technological innovation, so that everyone has the passion to use technology to change the status quo.

In 2008, when the first major revision of the web page, more than a dozen engineers rented a house in the suburbs, day and night for three months, just to expand the shopping background to 100,000 orders, no one can imagine that today we can support hundreds of millions of people to shop at the same time; the brothers who picked goods in the leaky warehouse in Phoenix Ridge will not think of more than ten years later" "Asia No. 1" warehouse, can become the industry's most advanced intelligent warehouse. JD.com's leading edge in "cost, efficiency, and experience" benefits from continuous investment in technology research and development, but the core is our unremitting pursuit of improving experience and optimizing cost and efficiency, and it is the belief that technology will eventually change everything!

Beauty, is a connection of pluralistic words, different times will have their own definition of beauty itself, but for the pursuit of beauty, has always been the most simple driving force for the development and progress of social civilization!

We hope to connect every specific thing with beauty: maybe it is to let the herdsmen on the plateau use their favorite electrical appliances, maybe it is the agricultural products in the deep mountains that are no longer sold, or maybe our products, prices, and services move customers again and again...... Everything can be better because of you.

We also hope to connect every specific person with beauty: maybe the first-line brother of our site, with the blessing of technology, so that the delivery is faster, more warm, so that customers feel the heartfelt joy; Better quality products;Maybe it's our online consultation doctors, which can protect the health of more patients, so that everyone doesn't have to queue up for a long time, and you can feel the warmest service at home;Maybe it's that our merchants' store operations are becoming more and more prosperous, shareholders have gained benefits and increased confidence, employees let their families live a better life, society continues to give us more recognition, and everyone has found that JD.com can make our lives better.

The pursuit of technology and the goodwill to make life better will become our most solid spiritual force on the way to our dreams!

Only innovation can truly realize our dreams

JD.com's values were officially upgraded to "customer first, innovation, hard work, responsibility, gratitude, and integrity".

At JD.com, we define values as a person's spirit and temperament, and we find people with the same pursuit through values to strive for the realization of dreams. Innovation joins JD's values, conveying a spirit of active evolution, a never-ending belief, and an unremitting pursuit of higher value, greater dreams, and a farther future.

Regarding innovation, I would like to share a story: once a warehouse brother tried to optimize the packing tape of the express box in his daily packing work, and shortened the width of the tape from 53 mm to 45 mm without affecting the packaging effect and aesthetics of the express mail. After this small improvement is promoted across the country, it not only has higher packaging efficiency and more beautiful express mail, but can even reduce the waste of 5 million square meters of tape every year, and the accumulated resources saved have already been an astronomical amount.

Innovation is no size, and now Jingdong has more than 600,000 brothers, relying on everyone to have a heart and do their part. From the improvement of even a roll of tape to the iteration of the well-known self-built logistics, 211 time-limited delivery, after-sales 100 points and other businesses, everyone can become the main body of innovation and find the value and meaning of innovation in their own jobs. I believe that there is no one in the world who has no willingness and ability to innovate, and the ability to innovate and the spirit of innovation are natural for everyone to achieve their goals.

Of course, we have also paid "tuition" on the road to innovation, and we were once attracted by too many opportunities and wanted to do everything, but our ability may not support it. We have summed up the experience in the losses we have suffered and stepped on: successful innovation ultimately needs to return to "cost, efficiency, and experience", and to evaluate whether an innovation is valuable, we need to ensure that at least one of the "cost, efficiency, and experience" has been greatly improved, and the other two cannot be reversed in order to succeed, otherwise they are invalid.

In the future, we will further improve the innovation mechanism, encourage every JD person to strive to create more possibilities in their posts, and encourage each team not to let go of any new ideas to create value for customers, so that innovative actions and results can be more recognized and motivated.

Innovation is the passion to forge ahead, the team is the most firm support behind us, and the most valuable thing in JD.com is always our team. After this upgrade, collaboration is no longer a value alone, but is integrated into the daily practice of "customer first" and "responsibility": when customers are in need, we twist into a rope and create value for customers wholeheartedly, and when the team is in need, we can stand up and take the initiative to lend a hand. The spirit of collaboration will penetrate into all aspects of our work: the core responsibility of managers is to develop the team, and every JD person also needs to better integrate into the team, believe in the team, and support the team.

I have always believed that no matter what position you are in, you always need a team to cooperate with you and help you, and you must also get the support of a team to get things done and do them well.

The starting point and the end point are to create value for customers

From day one, we were thinking about what our customers really need. At that time, we were in the business of disc burning equipment, not only to ensure low prices, genuine products, and invoicing, but also to teach and package meetings, teach editing, and send materials, so that everyone could buy them back and use them well. Some customers who do wedding photography from other places have been in the car for a long time, specially to train and learn, and bring the technology back to the county, so that the "newlyweds" in distant places have also caught up with the "fashion" of the big city.

Fortunately, for more than 20 years, there have been new businesses and new JD people, so that one big or small innovation has taken root, and has continuously exceeded customer expectations, and more and more customers have chosen us. Because we always put the beginning and end of our work on the customer, we are never satisfied with the status quo, and want to do better and make the customer more satisfied.

Spring is the beginning of the year, and everything is pregnant with good hopes. I firmly believe that this complex era still contains simple and simple needs, there are still many customer needs that have not been truly met, there is still a lot of room for growth that has not been discovered, there are still many cost, efficiency, experience processes can be better, and there will always be a better life worth pursuing.

As long as we have the pursuit of beauty, our footsteps will not stop, as long as there is a yearning for tomorrow, our dreams will definitely come true!

Your Liu Qiangdong

March 29, 2024