After more than ten years of development, JD.COM has gradually established its own corporate culture: mission: to make life simple and happy. I will share it with you. Welcome to read, for reference only!

Corporate Culture of JD.COM Mall

One goal: to be the largest e-commerce company in China and the top five in the world.

Mission 2: Make shopping simple and happy!

Three values: honesty, customer first, * * *, learning, team spirit and pursuing transcendence.

Core corporate culture:

Integrity: Honesty and trustworthiness.

Customer first: customer interests first, think for customers and do more for customers.

* * *: Positive, initiative, diligent and upward learning: modesty, studious, enterprising and brainy team spirit: cooperation, honesty, keeping pace, pursuing transcendence: innovation and competition.

1 store's corporate culture

The corporate culture of 1 store is very simple, and it is called "eight-character proverbs": INTEGRATY integration, CUSTOMER, EXECUTION and INNOVATION. Among them, "honesty" is the first, because honesty is the foundation of everything.

Simply put, honesty means that Store 1 is sincere to customers, suppliers and employees.

1 store's mission: to create maximum value for customers and businesses with advanced system platform and innovative business model.

The concept of Store 1:

Integrity: character first, integrity-based, aboveboard, as scheduled, floor! Customer: customers are like mothers, they serve with heart, feel empathy, and customer experience comes first! Execution: data speak, result-oriented, attention to detail, effective communication, and pursuit of efficiency! Innovation: break the shackles, give full play to potential, dare to try, and constantly pursue to create value! "Integrity, customer, innovation and execution" is the core concept of 1 store, which deeply influences and dominates everyone's behavior in 1 store. We always put honesty first, and strive to make "honesty" the second business card of 1 store. Every new employee who joins the 1 store will attend a series of corporate culture trainings. Let this eight-character motto be 1 the code of conduct for every shopkeeper.

Analysis of Corporate Culture Changes of Shopping Centers in JD.COM

After more than ten years of development, JD.COM has gradually established its own corporate culture:

Mission: Make life simple and happy.

Vision: To be the most trustworthy enterprise in the world.

Values: customer first, honesty, teamwork, * * *, innovation.

The beginning of corporate culture

At the beginning of its establishment, JD.COM. The corporate culture of COM has not been fully formed. JD。 The corporate culture of COM is more concentrated on Liu. "Some people have done a business of decapitation, but no one has done a business of losing money, but JD.COM can buy a refrigerator at the purchase price of 2,000 yuan/set and sell it at the price of 1980 yuan/set." Li Shubin, president of Haolebu, then the technical director of competitor Search Yide, still remembers Liu's expansion in those years. At that time, there were many small express delivery companies in Zhongguancun, which delivered goods to JD.COM and us. Some people even say that Liu is a madman, and his company will close down sooner or later. But to everyone's surprise, JD.COM is in daily growing. On the contrary, companies that emphasize operating profit, such as Search Yi, have closed down. Moreover, "after a few years, those small express delivery companies are all finished."

He taught me the two most important criteria for measuring entrepreneurs: one is strategy and the other is courage. Liu's strategy is very simple, that is, genuine products, low prices, scale first, and channels are king. At the same time, he has the courage to stick to the end, neither closing the audition nor being disturbed by any external factors, only doing what he thinks is right. "

“JD。 At that time, the liquidity was very tight and the salary could not be paid. At that time, he had already negotiated another fund and all the contracts were signed. The other party promised him $5 million, but because JD.COM was losing money, he only got $6.5438+0 million. We talked in Shangri-La for two days until 2 am, and he asked for 2 million dollars. As a result, I gave him $6.5438+million, which is the price he said. Just after signing the framework agreement, he was given a loan of 2 million US dollars, part of which was used to redeem the equity from the previous fund and part of which was used as working capital. " Xin Xu recalled.

Xin Xu was moved by two factors. First, data, the monthly growth rate is as high as10%; Second, honesty, which was very small at that time, was designed by Liu himself, and the finance was not standardized. But, JD COM's inventory and cash were randomly checked and found that each one was correct. In addition, she found that the team trusted and respected Liu from the bottom of their hearts, which was a kind of loyalty and execution.

"Liu is very capable. He usually doesn't like to talk, and the critical moment is very inflammatory. " Recalling that what Liu lacked was not money, but talent. At that time, the salary of old employees was 5000- 10000, and it was difficult to recruit good people, but Liu insisted that the salary of new employees should not exceed that of old employees, even if their ability was outstanding. "For example, we drew a pie for Chen, and he went to talk to Liu. Liu talked for a long time and his salary was reduced by more than half. Now, Xiao Chen is the chief financial officer of JD.COM. I introduced several people to him. He has the ability to reduce his salary by 50%-70%, but everyone wants to trust him and believe in the options he promised. "

Liu's honesty and execution became the best corporate culture in this period. It is this honesty that will enable JD.COM to develop in the future.

The Changes of Corporate Culture in JD.COM

20 13, JD.COM changed its corporate culture. Let's take a look at the corporate culture comparison between 20 12 and 2065438+03 JD.COM:

Make life simple and happy

20 13 is a year of self-cultivation in JD.COM. It can be predicted that JD.COM will strengthen the construction of corporate culture, but it is unexpected to comprehensively sort out its mission and values. JD。 The mission of COM is to "make shopping simple and happy!" Change it to "Make life simple and happy!" From "shopping" to "life", the scope of influence is wider. Today, with the Internet and e-commerce becoming the mainstream, JD.COM should not only influence people's shopping behavior, but also change people's lifestyles, so that JD.COM can be integrated into people's lives and become an indispensable part of people's lives.

At present, the goods sold online in JD.COM have covered 7 million kinds of high-quality goods in 3C digital products, books, audio-visual products, daily necessities, clothing, etc. It also provides a series of services, such as air tickets, hotel reservations and travel, and even sells houses and cars. In addition, with the recently launched food supermarket, users can enjoy a relaxed and pleasant one-stop shopping experience at their doorstep.

In the promo of "Year-end Inventory of JD.COM Mall 20 12", there is an advertisement: "What would you think if one day you found that your neighbor never went out? Missing persons? Isolated? But in fact, he is ... living a rich life in JD.COM. Everything from color TV sets, washing machines and refrigerators to toilet paper, nail clippers and toothpicks is arranged with a mouse click. Who will go out with such a simple lifestyle? " This is the embryonic form of JD.COM's life.

JD。 COM's mission of "making life simple and happy" is in direct opposition to Ma Yun's concept of "Taobao is life". In addition, at the beginning of 20 13, JD.COM defined the direction of the second decade: self-operated e-commerce and open services.

Service and data finance, and Alibaba's future business will be divided into three parts: platform, finance and data, which are strikingly similar. It is foreseeable that the competition between JD.COM and Ali will be more intense in the future.

From goal to vision

The most remarkable change of corporate culture in JD.COM is to turn more specific and clear goals into longer-term vision. JD。 COM's original goal of "being the largest e-commerce company in China and the top five in the world" seems to be aimed at its most powerful competitor, Alibaba, because Alibaba is currently the largest in China. The development of JD.COM in the past ten years is a process of constantly surpassing the "giant". From the Dangdang and Excellence of independent B2C to the traditional retail giants Gome, Suning and JD.COM. The low cost and high efficiency of COM have stirred up the original industry interest pattern and become the target of public criticism in the industry. For Alibaba, Liu said frankly in the internal mail that "Taobao is doing better than us now, but what is most needed is transcendence, and people are most afraid of industry giants."

New definition of customer

In the core values, JD.COM redefined the scope of "customers": not only consumers, but also suppliers and sellers. JD。 The rapid growth of COM not only benefits from consumers' love, but also depends on the support of suppliers, while third-party sellers provide commissions and income for JD.COM. Suppliers and sellers have jointly enriched the standardized and non-standardized commodity categories in JD.COM and provided consumers with more diversified choices and better user experience, so they are also "customers" in JD.COM. JD.COM should thank consumers, suppliers and vendors for providing them with better services and helping them achieve better performance and achievements.

Joey and JD. Corporate culture of COM

On the evening of March 30th, 20 13, jd.COM released a new domain name and mascot. The domain name was changed from 360buy to JD, and the mascot was a metal dog named Joy. JD.COM insisted that "Joy is a metal dog, which can only bring happiness to everyone. Dogs are famous for their loyalty, integrity and fast running. " It is not the "cat and dog war" interpreted by the industry.

"JD= what?" Many people interpret it as "simple, decisive and exciting ..." In fact, the significance of JD goes far beyond this. Joy, the mascot, skillfully embodies JD. Corporate culture and values of COM. Have you ever thought about "JD=Joy Dog"? Joy translated into Chinese means "happiness" and stands for JD. The mission of COM is "make life simple and happy!" As JD.COM Mall said, dogs are loyal animals, representing the loyal employees trained by JD.COM, the loyal suppliers and sellers attracted by low cost and high efficiency, and the loyal customers attracted by products, prices and services. "Honesty" corresponds to "honesty" in JD. He is honest, brave and keeps his promise. "Running fast" represents the rapid growth of JD.COM, and JD.COM has maintained a growth rate of more than 200% for seven consecutive years.

Of course, using metal dogs as mascots has something to do with Tmall. After all, they are competitors. Cats and dogs are the most familiar animals, even pets, which will inevitably lead to associations. On the other hand, it can also have a good publicity effect, because the media likes "explosive" information, and the more interesting the topic, the more it can attract media attention.

The above is what I provided for you, I hope you like it!

?