Jingdong'S "Hungry Wolf" Liu Qiangdong'S Road To E-Commerce

Liu Qiangdong, Jingdong

In 2010, B2C was red.

According to data from Analysys consultancy, last year, China

Jingdong Mall (360BUY), as well as its board chairman and CEO Liu Qiangdong, is undoubtedly the most notable.

Sales in 2010 were as high as 10 billion 200 million yuan.

Since 2007, Jingdong's revenue growth rate has reached 1813%, and has won many rounds of financing from today's capital, bull capital, tiger Global Fund and so on.

The biggest sales agency in China, B2C, and its head of staff, has become a hot topic in the financial media.

The popularity of brands in Jingdong mall, especially in the northern part of China, is what happened in the past three or four years.

When southerners are used to parallel purchases or shopping in Beijing, urban men and women who crouch indoors are also used to browsing the B2C website.

If they decide to buy electrical appliances or electronic products, they will often log on to Jingdong mall.

With the rapid expansion of the market and the leading position of Jingdong, the online shopping, especially the 3C consumers, can not get away from Jingdong. "They may complain, but eventually they have to go back to the Jingdong". There is no lack of such pride in the inside.

At the end of the year, orders for online shopping surged.

Liu Qiangdong, chairman and CEO of Jingdong mall board, has entered the busy period before the Spring Festival.

The company's internal activities, customers' and government's entertainment, reporters' visit, online orders, which led him to be very tired when interviewed by reporters.

A month ago, micro-blog's verbal battle with Dangdang President Li Guoqing made Liu Qiangdong's popularity rapidly expand outside the circle.

Dangdang was just listed at that time. Liu Qiangdong made a high profile on Jingdong's book guarantee that it was the lowest price in the market, which caused Li Guoqing's quick return.

However, Liu Qiangdong told reporters that the "Liu Qiangdong" on micro-blog was not in line with his real character.

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Is this really the case?

Fighting spirit

"Do you mean a few words?"

This is Liu Qiangdong's summary of micro-blog's "war of words".

In January 25th, after a long silence, he finally said something related to business on micro-blog. This is the 2010 financial report: "sales 10 billion 188 million, from manufacturers rebate year-on-year increase of 67%, consolidated gross margin rose 2 points."

Before, he was still complaining. "I also saw some media questioned why I did not express my views on the war between the national day and the battle of big mo."

In the real world, netizens and insiders call Liu Qiangdong "Lao Liu".

People familiar with Liu Qiangdong said: "Lao Liu said that his character is introverted or extroverted, he must choose to be introverted; but Lao Liu is not introverted and straightforward, and he can also speak very well."

Liu Qiangdong said he had been cautious about his speech.

3C reporters, IT reporters and producer reporters were looking for him to express their views. So he told reporters that Jingdong could be regarded as a large logistics company or Internet Co. Please do not write one sidedly.

"I now (open) speak and say one sentence to explain three sentences.

Why should we classify the Jingdong? Why do you want so much? "

For the micro-blog storm, Liu explained that he proposed low price books, and intended to make a report.

"I never care about competitors."

He told reporters.

But inside the company, Liu Qiangdong should still say.

The scale of Jingdong has seen an explosive growth in recent years.

At the end of 2009, at the internal conference, Liu Qiang, Dongxing, announced: "our Jingdong is more than the second and third generation in the entire B2C industry of China."

Then he put forward the goal. In 2010, the sales volume of the Jingdong family strives to "exceed second to tenth in China," so that it can "compete with Ma Yun (Chairman of Alibaba group) for binoculars".

Immediately the whole audience applauded, but "Lao Liu" did not forget to add a sense of crisis to his employees: now so many B2C, many of them are going to die, so try hard.

This pessimism also exists in the industry.

"B2C is just beginning," a senior B2C executive told reporters. Jingdong's momentum is good, but the market competition in the future will be very cruel.

"At present no one has been able to sum up experience, in two or three years, many B2C will die."

Liu Qiangdong himself described that Jingdong in the B2C industry is equivalent to 15 or 16 year old children, but the whole industry is still in the early stage, for example, Internet users are not yet mature, and B2C enterprises themselves have many problems in development, which need to accumulate experience to solve.

He feels that Jingdong is currently in the big forest of B2C, belonging to the role of "hungry wolf".

"Because hungry, so to find food, but also fighting spirit.

I want every employee to have a sense of survival.

At the headquarters of Jingdong, the conference rooms were named after the capitals of various countries. The name of the first conference room was "Washington".

Coincidentally, Jingdong's latest internal slogan is "One world, one shop" - the outside world is questioning Jingdong's monopoly. Liu Qiangdong said it was because it was necessary to remind all employees that competition was very cruel.

One person doing service

With the expansion of Jingdong's business, there are more and more negative news about it.

It is reported that the Jingdong's low price is due to the sale of good goods and inferior goods. There are also comments that Liu Qiangdong's control of the company is getting weaker and weaker. He even accused Jingdong of "bullying the store" and squeezing the upstream suppliers.

On the Internet, many people who consume in Jingdong also make complaints like this or that, for example, the order is cancelled, or the discount to the gold medal user is too little.

Liu Qiangdong said he knew that the crowd who consumed the Jingdong mall was the white-collar workers who often surfed the Internet, aged between 20 and 30, and the proportion of women in it increased gradually.

He sometimes pays attention to some messages on the Internet and then answers.

"I can only identify whether these complaints are universal or special cases.

To be honest, there are some complaints that you can look for other providers. They will not do better than Jingdong. "

He said.

Many IT reporters jokingly say: for now, Jingdong's sales service level is not neat, but Liu Qiangdong will be very tight. He will often read the forum, read the message, and will direct the questions raised by the users.

People joke that "it's like (Jingdong) only Liu Qiang is working in the East."

"He used to be an idealistic person.

He felt that if I were sincere with you, you should be sincere to me, but that is not necessarily the case.

A Jingdong official told reporters that Liu Qiangdong had encountered similar problems in management.

Until now, Liu also had emphasized the importance of "honesty" in the interior, and even Liu Qiang Dong would check it personally.

And the enterprise values of the Jingdong, integrity is also placed in the first place.

Liu Qiangdong was a child king when he was a child.

He worked as a monitor for many years until he was the vice president of the student union.

It was also because he wanted to be in politics and made him enter Renmin University of China.

In his words, the reason why he went into business after graduation was because he began to see the "mess" in society: "one can not change certain bad habits."

The only thing you can do is change yourself. "

Liu Qiangdong once opened a restaurant before he graduated and founded Jingdong.

It was a failed experience: the restaurant staff had to report accounts and make false accounts. The restaurant closed in less than a year and brought him a debt of about 200000 yuan.

"At that time, no management, no process, no monitoring, nothing."

Nowadays, there are also incidents of internal theft inside Jingdong.

He will even set an example of this: because of the promise of advance telephone calls, even though a number of funds were higher than those of Tiger Fund, and ran to Suqian, Liu's hometown, Suqian, eventually, they signed financing contracts with the latter.

As the company expanded, Liu Qiangdong began to attend some business management courses in the past two years, but he told reporters that he had no commercial idol and did not want to compare with other enterprises.

"Different companies and different corporate cultures are formed in different environments. There is no need to learn from others."

Such gestures are easy to be criticized for being too different or even arrogant in the current industry.

Like talking to people about "value"

Liu Qiangdong said that he was a child from the countryside, and that he was the simplest thing he met from childhood.

"Your eyes are big enough to find food and fill your stomach, so it's an instinctive demand for survival."

He said.

Liu Qiangdong's birthday is February 14th, Western Valentine's day.

However, the Jiangsu people do not seem to be very sentimental and their image is not as strong as news or micro-blog.

He thought he was a civilian. He once opened a restaurant, opened a counter in Zhongguancun, and waved his hands together at the internal meeting.

This makes Liu Qiangdong's temperament far away from those Scorpio internet stars who are born almost in the autumn and more or less with "ocean" flavor.

Now Liu no longer needs to survive. He must be concerned about the long-term development of Jingdong.

Comments have been made to link WAL-MART, Gome and Jingdong.

Liu Qiangdong did not object to seeing Jingdong from the perspective of traditional selling: "Jingdong chose a retail industry, which is destined for every retailer to endure decades of success if it wants to succeed.

How many years has WAL-MART been successful? We only have 11 years to continue. "

In 1998, Liu Qiangdong went to Zhongguancun to start a business, bought a computer and a recorder, and sold the counter.

This period of time has always been mentioned: when he had a girlfriend, he questioned whether he graduated from the National People's Congress "is he going to live like this in his life?"

The rise of the Internet and SARS have given Liu Qiangdong the chance.

The shopping mall, which has become desolate because of fear of disease, means the beginning of online business opportunities.

Jingdong gradually expanded.

Almost every year, there are new slogans in Jingdong, which sound very professional, such as "reassurance" and "make shopping simple and happy" and so on. Up to now, these slogans have become the slogan slogan "One world, one shop".

The experience of entrepreneurship has also become a benchmark for Liu to measure himself and measure his employees.

He will say to the staff at the conference: "those who come to work in the Jingdong may not be a high school kid, nor have a high educational background. The only thing that can be done is to fight hard.

Moreover, Liu Qiangdong likes to talk about "value" with others.

He believes that what Jingdong did from the earliest small counters to today's big companies is valuable.

Many executives told him why you didn't sell stocks. He replied that gambling is worthless and that lottery tickets are worthless.

However, since last year, Liu has begun to pay attention to the capital market, and even occasionally asked other people about the stock price movements that day.

Capital is Jingdong's leading capital.

Since 2007, Jingdong mall has received several rounds of financing from today's capital, bull capital and tiger Global Fund. This is also the largest financing in China's Internet market since the financial tsunami.

"Well done e-commerce companies.

I have not yet seen which is completely developed by rolling, which is basically dead.

Liu said.

When he was in a war with Dangdang, many commentaries also thought that the listing of Dangdang made the top figure of B2C business feel a new crisis.

With the support of capital, Jingdong began to establish its own logistics channel.

In the past 3 years, Jingdong has invested more than 1 billion yuan in warehousing, but Liu said he would continue to focus on "retail business": "I never want to do other businesses."

I'm not going to stir up stocks in my office. "

In the interview, Liu Qiangdong repeatedly emphasized this point, almost ignored the suspicion that it might bring "old soil".