Liu Qiangdong was ruthless and did not let the true brothers chill

City Boundary

2024-05-29 08:08Posted on the official account of Beijing Municipality

01. Three salary increases in half a year

People sit at home, and the salary rises in the sky.

On May 27, the topic of "Jingdong Group once again gave a large salary increase to procurement and sales" rushed to the hot search on Weibo. On the morning of the same day, Jingdong Group suddenly announced that from July 1, 2024, through one and a half years, the annual fixed salary of JD.com's procurement and sales will be increased from 16 to 20 salaries, and there will be no cap on performance incentives.

Liu Qiangdong was ruthless and did not let the true brothers chill

As soon as the news came out, netizens were immediately envious, and they commented: "16 salary is enough to be red-eyed, not to mention 20 salary", "I really want to go to Jingdong to work", "Give Dong Ge a thumbs up", "Call on all bosses to learn from Dong Ge", and some people bluntly asked their hearts: "Just ask if Jingdong is still recruiting people now?" ”

Compared with netizens, more than 600,000 employees of Jingdong Group knew the news of the salary increase earlier, and it was the founder Liu Qiangdong who told everyone in the video conference, "No matter what position is purchased and sold, the minimum increase is 20%, the highest is 100%, all in cash." And his speech announcing the decision to raise salaries was repeatedly interrupted by applause from employees.

Some employees couldn't help but post the good news of the salary increase on social media. "Jingdong is going to send us money again, so happy." A veteran employee who has worked at JD.com for 6 years revealed: "Since January this year, the procurement and sales wages of our department have increased. ”

Counting up, this is the third time that JD.com has given employees a salary increase in the past six months. As early as December 2023, JD.com announced that it would increase the fixed annual salary of front-line business personnel such as procurement and sales by nearly 100% from January 1, 2024, and at the beginning of 2024, all JD retail employees will have an average salary increase of no less than 20%. In February this year, JD.com once again announced that it would raise the average salary of more than 20,000 JD.com front-line customer service by more than 30%.

It is understood that in order to celebrate its salary increase, Jingdong Procurement and Marketing once collectively discounted five percent in the live broadcast room. The purchasing and marketing brothers have said: The salary has been raised, and it is more energetic to help consumers bargain. At the end of last year, some employees of the procurement department revealed that they had issued 18 months of year-end bonuses, and some departments even issued year-end bonuses for more than 20 months.

After half a year, a new round of salary increase is coming, "This fully shows that JD's ability to purchase and sell has been fully recognized by the group." An e-commerce person analyzed.

Jingdong procurement and sales will start to be out of the circle from 2023 Double 11, to put it bluntly, the job of procurement and sales is to find the most suitable brand owners and help consumers cut lower prices. The characteristics of Jingdong's procurement and marketing are the "three nos" signboard, no talent, no commission, no pit fee, this model can greatly reduce intermediate costs, save money and give profits to consumers.

Sincerity has arrived, and there are naturally many people who have poured into the live broadcast room of Jingdong's procurement and sales. According to official data, on Double 11 in 2023, the total number of viewers of JD.com's live broadcast will exceed 380 million, the cumulative sales of more than 60 brands will exceed 1 billion yuan, the turnover of nearly 20,000 brands will increase by more than 3 times year-on-year, and the number of new merchant transactions will increase by more than 5 times month-on-month. In April this year, Liu Qiangdong's clone created by Jingdong Yanxi, the AI digital human of "Procurement and Sales Dongge", ushered in the live broadcast debut, with less than 1 hour and more than 20 million views in the live broadcast room.

"The JD procurement and sales team deserves to be rewarded with real money." Some consumers sighed, "They have to negotiate with merchants everywhere during the day, and they have to sit in the live broadcast room at night." ”

Many people in the industry believe that the rise of the procurement and marketing business has allowed Liu Qiangdong to emphasize the low-price strategy to find a breakthrough.

"JD.com's salary increase is deserved, otherwise talents will be poached." Li Chengdong, an e-commerce analyst, revealed that at present, the pre-tax salary of JD.com's grassroots employees can reach almost 350,000 to 450,000.

"City Boundary" saw on the recruitment website that taking the positions of the 3C digital category as an example, the salary range of JD.com's procurement and sales is between 17-30K, and 20 salaries will be paid after the salary increase; The salary range of the corresponding position of the competitor Ali is 15-30K, and the salary is 16. Some Jingdong procurement and sales employees said with anticipation, "There are two rounds, will the third and fourth rounds of salary increases be far away?" ”

02, sent hundreds of billions to the brothers

The generosity of procurement and sales is closely related to Liu Qiangdong's conduct in the world, and JD.com has never been stingy with spending on employee welfare.

In the 12 months ended March 31, 2024, JD.com's total human resources expenditure, including the company's own employees and external personnel, reached 106.6 billion yuan, which is 4.4 times that of the net profit attributable to the parent company of 24.167 billion yuan in 2023, far ahead of the industry.

The reason why so much money is spent on manpower is not unrelated to the fact that JD has a lot of employees.

In the case of JD.com, a listed company, as of the end of 2023, the company has created full-time employment opportunities for 517124 employees, and JD.com revealed that the number of jobs provided by the company has increased by 13 times compared to a decade ago.

Indeed, unlike many Internet giants that are currently dwindling in their workforce, JD.com has seen a significant increase in the number of employees in the past three years.

"City Boundary" flipped through the financial reports of JD Group and found that as of the end of 2021, the end of 2022 and the end of 2023, the total number of employees of JD Group was 385357, 450679 and 517124 respectively, with a total increase of more than 130,000 in just two years. Among them, there are 420,000 front-line warehouse and distribution personnel alone, accounting for about 82% of the total number of employees. The other two e-commerce giants, Alibaba and Pinduoduo, have 204,000 and 17,000 employees, respectively.

Jingdong not only supports people a lot, but also pays five insurances and one housing fund to all employees.

"Does Liu Qiangdong treat employees as brothers, not necessarily to see the office, but to see the courier running on the road", Li Chengdong said, "Jingdong's logistics employees have five insurances and one housing fund, and this welfare is much better than three links and one payment and SF Express." ”

"I am a little jealous of the situation of arrears of wages in all directions, and I don't want to take risks", in the book "I Deliver Couriers in Beijing", the author Hu Anyan wrote about his experience as a courier, "Among the express delivery companies in 2018, only companies such as JD.com that completely adopt the direct management system will buy five insurances for couriers." ”

Liu Qiangdong once revealed that in 2018, the total amount of five insurances and one housing fund + commercial insurance paid by Jingdong for the delivery staff is more than the sum of the four or five mainstream private express companies on the market, and the average payment amount for each delivery person is 3-6 times that of the delivery staff of other private logistics companies.

Whether it is outsourced or self-owned, as a courier in JD.com, you can enjoy the benefits of five insurances and one housing fund. In 2022, when JD.com completed the acquisition of more than 50% of the equity of Debang Holdings, Liu Qiangdong then said that he would gradually pay five insurances and one housing fund for more than 100,000 Debang brothers to ensure that every Debang brother can "take care of the old and get medical treatment for the sick".

"The issuance of five insurances and one housing fund to front-line logistics employees means that the labor cost will be 20-30% higher for JD.com, which means that the cost alone will be 80-10 billion higher," Li Chengdong stressed.

In order to benefit his brothers, Liu Qiangdong himself has repeatedly uttered "crazy words": "Jingdong's staff dormitory can only live for two people at most", "If your company relies on deducting employees' five insurances and one housing fund, sacrificing the brothers' life-saving money after the age of 60, it is shameful money"......

In addition to the five social insurances and one housing fund treatment for front-line employees, JD.com's housing treatment is also unique. Just last year, JD.com also announced that it would spend 6 billion yuan to build a "JD Youth City" near the JD.com headquarters building, equipped with 4,000 staff apartments with complete household appliances. In 2022, JD.com even said that it would spend 10 billion yuan to set up a "housing security fund", and employees who have worked for five years can apply for interest-free housing loan funds from the company.

03. Say no to big business

Although Liu Qiangdong is not stingy with giving money to his brothers, he has recently been scolded by some netizens who don't know the truth.

The fuse came from a sentence Liu Qiangdong said at the executive meeting, "It's not wrong that you don't want to fight, but you are not my brother, you are a passerby, and we should not work together." After this sentence was edited out separately, it immediately sparked heated discussions, and many people felt that he had redefined his brother, which was a clear PUA employee.

This is completely taken out of context, and if you watch the full video of Liu Qiangdong's speech, you will find that what he said is reasonable. After talking about the recovery of performance and salary increase, he turned to the problem of performance: "If you have good performance, you can not work overtime, and the company will give you the best treatment; If your performance is average, as long as you reach the average level and are willing to work hard, the company will not dismiss you; But if you don't have a good performance and don't want to work hard, then you're not my brother. ”

Liu Qiangdong said ruthlessly, because the practice of a small number of employees hurt his heart, if not managed, in the long run, it will cause the situation of "bad money drives out good money", excellent employees can not do it and leave, and those who stay are all lying flat and messing around, so how can the company talk about competitiveness, and finally the ship sank, hurting thousands of families.

It is understood,Jingdong's internal investigation found that employees have formed an industrial chain on behalf of the punch card,14,000 people find someone to punch in every month,15 yuan at a time,300 yuan a day,Some interns cheated 15,000 wages by punching in on behalf of the employee,Some employees punch in for nearly 100 days a year,Get off work at four o'clock every day,But you can get the full salary。

This is shocking and unfair to many employees who work hard and work hard. A Jingdong employee said frankly: "The company and the good of the employees are mutual, the company is good to the employees, the employees will be good to the users, but if the company is good to the employees, some employees are messing around, and they can get paid without going to work, and the final result is that everyone's work is gone." ”

Just imagine, if you work hard, and your colleagues arrive late and leave early every day, but get the same salary as you, this will greatly discourage your enthusiasm for work, will you also lie flat with the trend? If you don't want to go along with the struggle, will you just choose to leave if you can't bear it? Did the company lose a talent, but let the "fishing party" stay, which is a typical "bad money drives out good money".

"We are only a small enterprise with 200 employees, and it is very challenging for a large factory with hundreds of thousands of people like JD.com to manage its employees well." A netizen put himself in his shoes and said that many companies will have big business diseases when they get bigger, and they must find ways to strengthen management.

In order to strengthen management, JD.com adjusted its internal attendance system and shortened the lunchtime of up to two hours of lights-out, which is not available in any enterprise.

It's not just JD.com that's fighting the big business disease. On May 23, Alibaba Group released its FY2024 annual report. In a letter to shareholders signed by Mr. Tsai and Mr. Wu, Mr. Tsai and Mr. Wu also wrote that in the past 25 years, Alibaba has experienced continuous growth and has shown some symptoms of big business diseases, and they also expressed their determination to actively combat big business diseases and maintain their entrepreneurial spirit.

In contrast, the market environment faced by JD.com is more complex, there are wolves and tigers in the front, the competition is extremely fierce, and ten times the effort may not be able to double the effect. This is a tough battle for JD.com, and there can be no slackness, let alone anyone who "disturbs the morale of the military" on the warship. In the face of mistakes, JD.com's management has the courage to "correct" and "adjust", which can be regarded as a kind of self-evolution.

Salary increase incentives for outstanding employees, while strengthening management, and clearing out a small number of "fishing parties", which is a normal management means for all companies, and only when the enterprise is good, employees can benefit from it and live a better life.

Author: Zhang Jikang, Chen Chang

Edited by Chen Fang

Operation: Liu Shan

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