From zhongguancun, a small counter to the current market value of more than $400 of the company, the author summarizes the jingdong jingdong development process, key points are nothing more than these three points:
First, the strategy. Jingdong not liu, a human but jingdong strategy is absolutely liu by one person. Three times in the history of jingdong, plays a decisive role in the strategic decision. First of all, it was made in 2004 transformation of electricity, jingdong was caught in the next decade consumer trends and even longer period of time. Second, it is decided to the whole category expansion, from only do the 3 c product into a one-stop shopping platform; Third, is to determine the position (warehouse) with (distribution), the integration of logistics system. Is liu after investors and management against opinionated, push down.
These strategic decisions, not so tight after calculation, as Sun Jiaming (current jingdong group vice President, one of the most early employees jingdong) recalls: "at first, to be honest, I never calculate said future jingdong logistics, compared with a third party, our cost is high or low? Who also don't understand, don not do this calculation. Want to is that we do that, the customer will complain less, more satisfied, more people in Beijing east bought, was thinking."
This business insight of talent, but more importantly, the starting point of thinking is the user experience first. Jingdong do the cause of the logistics from the users complain about the worse of the third party logistics. With favorable user experience back what steps need to do, reversed transmission team managed to strike a balance between the cost and efficiency. The starting point of all business, from the user needs.
Second, the execution. Jingdong efficient execution is the strongest in the company I have ever seen, is at least one of the strongest. This is closely related with the jingdong starts from retail, pay attention to organization chain retail itself closely, pay attention to highly effective execution.
In November 2014, the APEC summit held in Beijing, tightly managed, many blocks ten step a hillock, limit, limit line, is not only in Beijing, even in hebei shandong regional restrictions. Even paid leave off 6, 7 to 12, Beijing. 11 "approaches" 11.. jingdong pressure is great, jingdong group, general manager of north China Shao Jiwei prior to find social resources, reserves of 1200 cars, although there are seven or eight genius to the "11.11", cargo not to rush, but must be prepared in advance, so could you then. On November 10, jingdong "double 11" start early, Shao Jiwei put full force on the work in the morning, there is no limit the vehicle to run from zero to six points, limit the car from zero run to 3 points. Each distribution site to mobilize employees with family members at the site to see at night, if your site within the community, in order to prevent a nuisance, car in the doorway, wait until five o 'clock in the morning, the goods into the site again.
On November 11, 8 points, 8 PM in north China became the first in the production of one million single district. 4 provinces and two cities in north China area, west to Inner Mongolia wuhai, east to weihai in shandong, north to hebei chengde, south to zaozhuang, shandong province, 220 square kilometers of land, affected by APEC summit, still do as much as 90% of the orders for the next day.
Jingdong is sprint athletes, because APEC summit, the result became the lame man on crutches, so also limped ran to the finish on time. With values is customer first, employees struggle. Those days, employees tired to eat eat with fell asleep, warehouse stock, dozens of centimeters, the gap among employees with a body lying on the ground to sleep.
Jingdong emphasizes the mission will reach. Jingdong management meetings and regional leaders see the data together, head of all business units, compared with a year, and budget than, than with rivals, between regions and regions than each other, have no time to praise is advanced, the circle of performance data is not good, head must explain why not, how next next year, liu's questions are very sharp, he asked, if not two or three quarters, relieve guard directly. Once, he asked for 200% growth, says the chief of this business is difficult, began to reason, liu immediately interrupted him: I'm sorry, you don't understand my question, I asked how growth, not ask how I can growth. Later, China on the management meeting never see the figure of the man.
Entrepreneurs must have the screwing spirit, to some extent, to perform is more important than strategy, constantly to assign, dry unceasingly, insist on long, pay more, always go a little farther than others.
Third, the enterprise culture. Its highly efficient executive ability within the circle of from the employees of the company vision, from the team's cohesion. Jingdong difficulty of the management of the company is rare, it is the special fast expansion, from 1000 to 1000 people only took six years, over 70 times; Secondly, online pay equal attention to, need across the gap of the binary opposition between urban and rural areas. In "the jingdong" wrote the book I spent a lot of ink jingdong's corporate culture, however, there is a jingdong not written into its corporate culture, but I think deeply rooted in the jingdong underneath, and support the jingdong employees passionate struggle, that is, liu has created a relatively fair environment, people have the ability to obtain relatively fair returns through performance, including income, position and status, let employees feel he succeed in jingdong not embrace leadership thighs, not gift-giving, but actual performance and the correct values.
In April 2008, jingdong communications Tang Yi deep mining sales department senior director to join the jingdong. When he was in the former company do adopt pin, 3000 yuan a month, every day until 12 PM, the company does not give training, also do not give spiritual and material incentives, stem long just feel you don't have any value, is not being recognized. He thinks about earning for themselves, but promotion need gifts, headquarter leadership don't like people with manufacturer direct docking, get real benefits, with the hand control of the staffing branch procurement staff promotion to mobilize to obtain benefits. In the company, chanting slogans shouted widely spread-and deeply felt, are you really thinking about work? Thinking about how to take kickbacks are on the table.
Just joined jingdong, he felt that he come to the right, see the telephone kept ringing, everybody busy, lively atmosphere. If you are out of spirits, a see be done things. At that time, the mining sales department be eleven or twelve at night at half past eight every morning to go, because of the storage system, can't do material management, weekly pin department also help organization to warehouse inventories. Four or five individuals in the warehouse inventory by hand hundreds of thousands of storage card, take a thousand is to remember a number. These youths are full of passion, seem to be never tired.
Tang Yi deep in an interview with "the jingdong" author: "so high efficiency jingdong in those early days, why? Why not under the strict supervision mechanism, can cooperate so well? Because employees use jingdong as my own business. After Beijing university, on a more reasonable, more perfect system to standardize the things at work, haven't system, depends on the vigor, a ambition. Coming from the era of the jingdong, maintained a beginner's mind, not only should consider yourself, but also to the company. You decide yourself whether useful in an enterprise, we have to see whether you create value for the enterprise, you can't create, it doesn't matter who it was, that doesn't make any sense to you.
What kind of companies will be respected? To create value, to create value for society, jingdong go today, there is no use of legal, social vulnerability, tax evasion, and there is no red, rich second generation. Electrical business operating efficiency higher than traditional channels, used to buy things, need 100 people travel at the same time, the 100 people now a marki come la. Improve operational efficiency of society, is to create value for society, employment, solve the jobs of 70000 people, learn skills, improve the industry status, there are different training allows you to continue to progress, this is for the value of employees.
From a 22-year-old young man, to now almost 30 years old, one of my best Duan Qingchun also dedicated to the jingdong. I live up to the company, every behavior every idea stand point of view, the interests of company also feel live up to my company, or work environment or both revenue and stock return. People I know, in other companies, start from the GuanPeiSheng, to 30 years old, now pay for nearly 10 years, wages are just one thing, there is no stock returns, work experience is just like that, he cried. "