Liu Qiangdong "abdicated", what about Dong Ge's "brothers"? | Send a book at the end of the article
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△Hollis, a person with a unique pursuit of Coding △ 
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Recently, Jingdong’s main operating organization, Beijing Jingdong Business changes occurred in Century Trading Co., Ltd.
Liu Qiangdong resigned from the company's legal representative, executive director, and general manager positions, and Xu Lei took over as the company's executive director, manager, and legal representative.
_
Dong Ge has completely retired from nearly fifty senior management positions in JD.com companies. Jingdong said that this is just a normal job assignment, but why did Dong Ge abdicate? After leaving Brother Dong, where will JD.com go?
Suqian Boy's History of Entrepreneurship
To understand why Dong Ge abdicated, you should first understand Dong Ge.
Most people know that from graduating from the National People’s Congress to starting a business in Zhongguancun, and then to the e-commerce boom that emerged during the SARS period, Liu Qiangdong created JD.com, which has a market value of close to 30 billion U.S. dollars. He once shared half of the e-commerce industry’s cake. "Farmer Entrepreneur".
And just knowing these is not enough.
In 1998, Liu Qiangdong founded JD.com in Zhongguancun, Beijing. In just two years, JD.com, which became the most influential company product agent in China, was initially positioned as an early agent for traditional channel companies to sell magneto-optical products.
After
five years of development, JD’s information technology chain stores have grown to more than 10. However, after being forced to shut down due to the arrival of SARS, Liu Qiangdong began to try to combine online and offline product retail.
In early 2004, Liu Qiangdong led the company to enter the field of e-commerce and formally established the JD Multimedia Network. He is determined to transform into a professional e-commerce company. It was this decision that made JD Mall today.
Two important periods of change in JD’s history were in the initial stages of two corporate projects: full-category and self-built logistics. The significance of the former lies in Liu Qiangdong's thinking about the advantages of e-commerce scale, that is, he is determined not to be a "medium-sized e-commerce", but to be a large-scale anti-Ali. The latter is a pioneering business for JD to create new user value or user bonuses.
JD officially entered the field of e-commerce in 2004. After more than ten years of development, its market transaction scale has continued to expand, and by 2017 it has increased to 1.3 trillion yuan. In 2019, JD.com was successfully selected into the Fortune 500 for the fourth consecutive year.
The
pros and cons of Liu Qiangdong's absolute power
JD.com was founded by the group’s current CEO Liu Qiangdong. It is currently the largest self-operated e-commerce company in China, second only to Alibaba Group, Tencent and Baidu, and is China’s fourth largest Internet technology company.
On May 22, 2014, JD.com went to the NASDAQ in the United States to be listed, and its stock code is JD.
JD.com has gone through multiple rounds of financing before going public. Starting with today’s capital investment of US$10 million in 2007, it received US$214 million investment from Tencent before it went public, and its total pre-IPO financing amounted to more than US$2 billion. Although the number of financing and the amount of financing have shown a high level, the founder Liu Qiangdong has always controlled Jingdong's operating control.
Since entering the e-commerce field in early 2004, JD.com's turnover has maintained a relatively high growth rate under the leadership of Liu Qiangdong. JD.com has nearly 10,000 suppliers and sells millions of high-quality goods in 12 main categories, such as household appliances, digital products, communications, computers, household appliances, department stores, food and tens of thousands Online brand. For a long time, the controlled business model of JD.com's one-stop shopping platform and supply chain has been regarded as China's Amazon.
What really changed JD.com was self-built logistics, which was a very hard work, and Amazon and Ali did not do it. When JD received its first financing in 2007, it was determined to establish its own logistics platform and strictly inspect the quality of services. Nowadays, JD’s logistics is indeed eye-catching in the industry, with uniform clothing, complete equipment, and delivery times close to standards, making people feel high-quality services.
But
in the first half of 2018, no matter what, Dong Ge is definitely the idol of many otaku: becoming CEO, marrying Bai Fumei, making the rich list, and accepting hundreds of thousands of "brothers." Any one is enough to envy others.
At that time, Liu Qiangdong held 79.5% of the voting power of JD.com. The concentration of power meant high efficiency, which meant that Liu Qiangdong could make any decision against all opinions.
However
, on September 2, 2018, Liu Qiangdong was arrested on suspicion of sexually assaulting female college students in Minnesota, USA.
When "Liu Qiangdong is suspected of first-degree rape felony, or will face 12 years in prison" series of articles were active among the media, Jingdong's stock fell at a visible rate, giving Jingdong a heavy blow.
In the early days, his lace negative was quite interesting. I don’t know his wife’s beauty and became the content of a large number of official account articles and ghosts and animals at station B. Under the strong experience of JD Nextday, the early negatives were all aided by public opinion, which made the public suspect that this peachy news broke out even strategically.
After the sexual assault case, Liu Qiangdong's personal reputation plummeted.

Later, it was revealed on the Internet that JD.com began to implement end-of-life elimination, and began to abolish the basic salary of couriers. The personnel changes caused heated discussions again and again.
Although later, Liu Qiangdong posted a message in the circle of friends that Jingdong has not implemented the final elimination system in the past four or five years, and there has been a rapid expansion of personnel, more and more people giving orders, and fewer and fewer people working. . If this continues, JD is destined to be hopeless, and the company will only gradually be ruthlessly eliminated by the market.
He said that the messenger is not my brother! The real brothers must be people who fight in the world together, take responsibility and pressure together, and enjoy successful results together!
For
a while, the online comments on JD.com and Liu Qiangdong suddenly changed the direction: "JD.com has a good model, but it's a pity that Liu Qiangdong has expanded and forgot the original intention." "A group of Jingdong people may never hear Liu Qiangdong call brothers again, because as long as the people who are cleared out are "people who mess around with life", they are not worthy of being "brothers"?". "The group of courier brothers worked day and night to support their family with three meals a day. But Liu Qiangdong is now canceling the basic salary of the courier brothers and lowering the provident fund payment of the courier brothers." Similar negative news affects JD.com's Social image.
At this time, the drawbacks of Liu Qiangdong's high degree of centralization gradually surfaced. Due to a high degree of control, Liu Qiangdong is the only pillar of JD.com. During that time, as the founder of JD.com, Liu Qiangdong brought some negative effects to JD.com.
Perhaps, since that time, the internal "de-Liu Qiangdong" of Jingdong has quietly started.
Liu Qiangdong's remnants of influence on Jingdong after leaving office
Liu Qiangdong once said: "If I can't control a company, I will sell it."
Since July 18, it has been announced that the rotation system will be implemented. Xu Lei will serve as the first rotating CEO, responsible for the daily work and reporting to Liu Qiangdong. A person close to JD.com said that this is Liu Qiangdong's attempt to delegate power.
Liu Qiangdong once posted: "...I also publicly confessed my wish for many years: After retirement, I will leave Beijing and return to the village where I was born in Suqian..."
In
fact, Liu Qiangdong’s resignation was not sudden, and it can be said that the layout has been long.
Starting from November 2019, in less than half a year, Liu Qiangdong stepped down as the legal representative, chairman or other senior management positions of 46 companies.
After March this year, he accelerated his actions and stepped down as general managers or executives of 25 companies including Suqian Jingdong Qiwei Enterprise Management Co., Ltd., Suqian Jingdong Golden Wing Enterprise Management Co., Ltd. and Jiangsu Dakun Juxian Information Technology Co., Ltd. Position.
However
, no matter how the position changes, according to the latest document submitted by Jingdong to the US Securities and Exchange Commission on February 12, 2020, Liu Qiangdong holds 16.2% of the shares of Jingdong Group he holds on his behalf and has 78.7% of the voting rights.
It shows that Liu Qiangdong still firmly grasps the future development direction of JD.com.
JD.com, which has left Liu Qiangdong, may change in many aspects such as brand strategy, product service range, and management model, but it will still retain the soul of the founder.
Dong Ge once said, "To be honest, I really don't feel any difference between myself and others, there is no difference at all. It's nothing more than persistence, and stick to it for a lifetime."
If it is said that the end of every entrepreneur is to resign, then Dong Ge just left earlier than we imagined. Adhering to his philosophy, he did it all his life for the development of JD. It still needs time to see the way. We can wait and see after we bid farewell to Dongge.
references
1 Li Tingting. Research on Jingdong New Retail Business Model Innovation[D]. Jiangxi University of Finance and Economics, 2019.
2 Research on the realization mechanism of business model innovation-driven technological innovation-Multi-case rooted analysis based on the software industry[J].Zhang Xinxiang.Research in Science. 2015(04)
3 Changes in consumer behavior in the era of big data and its impact on business model changes[J]. Li Fu. China Circulation Economy. 2014(10)
4 Lv Shuhao. Business model innovation based on value creation in the Internet era: Taking "Jingdong" as an example[J]. Hebei Enterprise, 2019(02):63-64.
5 Tencent.com: Will Liu Qiangdong’s harm to JD.com during this sexual assault destroy JD.com? Unexpected answer https://new.qq.com/omn/20190422/20190422A02FTN.html
6 Sogou Encyclopedia: Jingdong https://baike.sogou.com/v30504964.htm?cid=bk.lemma.share.qz
About the Author: Hollis (ID: hollischuang), has a unique quest for Coding people, the current Alibaba technical experts, personal technology blogger, technical articles, the amount of reading the whole network of tens of millions, "three classes of programmers," co-author .
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