Liu Qiangdong, who "changed his face", it's time to scrape the bones to cure the poison!

Golden wrong knife

2024-05-29 14:52Published in Beijing

"The one who never fights is not my brother!"

Recently, in order to get Jingdong back on its feet, Liu Qiangdong publicly announced in an internal speech: People who have never worked hard, this company will never tolerate it.

As soon as these words came out, countless netizens scolded Liu Qiangdong for changing, not being a brother enough, and not having righteousness.

Some people even quickly took stock of Liu Qiangdong's brother's remarks over the years, combined with them, and came to the conclusion that Liu Qiangdong has the final right to interpret "brother".

But if you listen to the 10-minute inside speech in its entirety, you will see that this is not the case.

For the first 8 minutes, Liu Qiangdong kept talking about wage increases and salary increases, and only in the last two minutes, Liu Qiangdong directly pointed out a series of loopholes in the company.

But in the era of traffic, only Liu Qiangdong's blame and wolf culture remained.

In fact, Liu Qiangdong's knife is not waved at his brother.

"As long as the county magistrate raises his salary,

You're going to have to get your wages up! ”

Regarding brothers, Liu Qiangdong mentioned the most important word.

At an annual meeting of Jingdong, Liu Qiangdong toasted each of the 200 tables of employees, and some people persuaded him to replace the wine with water, Liu Qiangdong said that he would not drink water when he drank with his brothers.

The emphasis on people has become the source of JD.com's core competitiveness in the early days.

In 2008, there was a miracle in the history of Chinese e-commerce. Jingdong posted an announcement on its official website, and the content of the announcement is very strange, dissuading users from continuing to place orders on Jingdong, and it is best to go somewhere else to buy and buy. The reason is also very simple: Jingdong back then was liquidated.

The paralysis of distribution, and the third-party distribution at that time were also very barbaric, which made Liu Qiangdong often angry.

As a result, Liu Qiangdong proposed to build his own logistics and use the $10 million he had just raised to invest in logistics, but was opposed by most people - how can an Internet company do logistics?

And Liu Qiangdong is very persistent in establishing a logistics network across the country.

In 2008, JD.com had achieved 100% guaranteed next-day delivery and 40-50% guaranteed same-day delivery, which was a complete dimensionality reduction blow to other e-commerce companies at that time.

When a major earthquake occurred in China this year, Liu Qiangdong made a rule that if a disaster occurs anywhere in China, the person in charge of the warehouse closest to the disaster area has the right to call all rescue resources in the warehouse without reporting.

In addition to having the courage to build self-built logistics, the most important thing is to be brothers.

Last year, JD.com had 420,000 warehouse and distribution personnel, accounting for about 82% of the total number of employees. The other two e-commerce giants have 204,000 and 17,000 employees, respectively.

In the face of these brothers, Liu Qiangdong announced that the salary of employees should refer to the salary of the local county magistrate, and the salary of the county magistrate should be raised together, and strive to buy a house in the county within five years.

There is a "3 Mao 5 Theory" in JD.com: if JD earns 1 yuan, it will be distributed to partners for 3 cents, and 7 cents will be left to JD.com, of which 3 cents and 5 will be reserved for employees, and 3 cents and 5 will be invested in future development.

Liu Qiangdong thinks that this is the only way to pay attention to brothers, and this is done to make partners benefit and employees motivated.

At that time, Jingdong's three golden signboards: self-built logistics, top-level after-sales, and self-operated no fakes, all of which were done by Liu Qiangdong and the Jingdong brothers.

Brother culture has retained employees and users for JD.com.

"How many times have I said it,

Let employees and brothers live with dignity! ”

Regarding brothers, another word that Liu Qiangdong mentions most frequently is dignity.

When Jingdong built the customer center in Suqian, in order to solve the problem of employee accommodation, Liu Qiangdong ordered to build a dormitory building for employees, and when the dormitory building was about to be renovated, the person in charge also specially installed a model room.

It was this model room that made Liu Qiangdong furious.

"There are four to six people in it, and the bathroom is still a squatting toilet, which is placed with the shower, and I am so angry that I want to hit someone!"

Later, the staff dormitory "model room" was changed to "shame room", "this is a shame for our managers!" If you can't live in it, you can rent a building again, what we want is for our brothers to live with dignity! ”

After Liu Qiangdong's rectification, JD.com's staff dormitories can only accommodate a maximum of two people each; All employees who have worked for more than three years will have a separate room for each.

Liu Qiangdong is angry, not talking about "brothers", but really daring to share money.

As of March this year, in the past 12 months, Liu Qiangdong has spent a total of 106.6 billion yuan on human resources, including the company's own employees and external personnel, far ahead of his peers.

In 2021, JD.com had more than 380,000 employees; By 2022, it will increase to 450,000; Last year, it was 570,000, an increase of more than 130,000 in just two years.

For these distribution personnel, Liu Qiangdong refused to outsource, and promised to pay five insurances and one housing fund.

In 2018, the total amount of five insurances and one housing fund + commercial insurance paid by Jingdong for delivery staff is more than the sum of the four or five mainstream private express companies on the market combined, and on average, each delivery person is 3-6 times that of others.

In 2022, when JD.com completed the acquisition of more than 50% of the equity of Debang Holdings, Liu Qiangdong not only has a sea of stars in business, but also thinks about the brothers' "steamed bread pickles", and he promises:

It is necessary to gradually pay five insurances and one housing fund for hundreds of thousands of Debang brothers to ensure that every Debang brother can "take care of the old and get medical treatment for the sick".

In order to make the bottom brothers more dignified, Liu Qiangdong also released "a lot of cruel words":

"Deducting the five insurances and one housing fund of employees, sacrificing the life saving money of brothers after the age of 60, that is shameful money!"

"The group took out 10 billion yuan to set up a housing security fund for grassroots employees!"

"There are still tens of millions of poor people in China, and this is a shame for our rich people!"

"How many times have I said that I want employees and brothers to live with dignity!"

In addition, Liu Qiangdong took the lead in donating 100 million yuan to expand the scale of the "Employee Children Relief Fund".

And the setting of the applicable group of this fund is full of brotherly righteousness:

Including Debang employees, even if all employees who have only worked for JD.com for one day, whether they are injured or not, lose their ability to work or die unexpectedly, this fund can raise the employee's child until he or she graduates from college at the age of 22.

In the end, whether you are a brother or not, in addition to looking at the office building, you also have to look at the courier brother running on the road.

The final bet on a turnaround against the wind:

Don't let the real brothers chill!

Liu Qiangdong didn't say it wrong, but said it was late.

In the face of the rapid development of competitors, Pinduoduo's ferocious low-price model, and the countless sales miracles created by Tmall and Douyin live broadcasts, JD.com has long reached the moment when it must be ruthless.

A cruel episode is that Luo Yonghao's "Make a Friend" live broadcast room, even the WeChat video account has started live broadcast, and it has been suspended on Jingdong for half a year.

JD.com used low prices and marketing to win back some customers and markets last year, but this was far from enough.

To save JD.com, we must first solve the disease of large companies.

One night in December 2023, Liu Qiangdong replied to an employee's comment on the company's intranet, saying that JD.com must change, otherwise there is no way out, ""Now the organization is huge, bloated and inefficient, and it does take time to change", criticizing many people for talking about innovation every day, but plagiarism and following others every day.

Within a month, Liu Qiangdong issued an internal letter review, "There are so many problems, of course, I am not managing well, and I blame myself very much." ”

He told his brothers that he would never lie flat no matter what, and hoped that his brothers would never lie down, "Now the organization is huge, bloated and inefficient, and it does take time to change." ”

Liu Qiangdong has been angrily denouncing management in recent years, and at the Jingdong management training meeting, Liu Qiangdong, who was in Hong Kong, also scolded in the video for more than three hours.

The reason is that when I listen to the strategy meeting, the executives talk too much about the bells and whistles, but too little about the cost, efficiency, and experience.

He criticized that with the success of the 3C home appliance business, many brothers began to be arrogant and complacent, and no longer paid attention to our low price advantage, so that sooner or later it will become the second Suning!

There are not a few employees who use the word "brother" to exploit loopholes.

In the past year, the phenomenon of JD employees clocking in and out on behalf of employees has been extremely serious, and even gave birth to the industry chain of punching in and out, and even 14,000 people are clocking in and out every month.

According to a JD.com employee, some employees clock in for nearly 100 days a year and get off work at four o'clock every day, but they can still receive their full salary. The intern didn't come for two months, but by punching in on behalf of the company, he defrauded the company of 15,000 wages.

It is precisely because there are too many people to support, coupled with poor management, that it has become a declining trend in the competition for JD.com.

The laxity and management within JD have reached a large area of punching cards, and JD is indeed "sick".

Liu Qiangdong's "no struggle, no brothers" rectification is not a brother, but a disease of large enterprises, because enterprises have to survive. At this time, Liu Qiangdong must give priority to performance, consider the life and death of the enterprise, and consider the future of the vast majority of employees.

Conclusion:

These days, Liu Qiangdong's past promise to his brother has become a hot slap in the face that has been repeatedly compared:

"I will never fire a brother."

But in fact, most of the people who stir up emotions are just to vent their stress.

The market and consumers will not pay for JD.com's brotherhood, but will only vote for services and experiences.

Just like Yu Donglai's personality charm, it is still the supermarket itself that makes the people of Henan pay;

Lei Jun quickly gained 20 million fans, but the origin of everything came from when Apple announced that it would give up making cars, and Xiaomi couldn't bear the ridicule and really built the car.

Therefore, only by being ruthless to those who take advantage of loopholes will not make the true brothers feel cold.

We all encountered this scenario when we were students: the teacher put the "good students" in the front row of the classroom, and the so-called "bad students" in the back row of the classroom.

And the "one-size-fits-all" approach that was scoffed at the time has been revived in another way in the era of traffic.

Increasingly, entrepreneurs are being judged by conclusions, labels, and black and white – and it's clear that oversimplification is more tempting than it is to think too hard. JD.com needs to be treated, and so does traffic.

Don't let "angry enterprises" become a cool drama on the Internet!

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