The story is as follows:

Born in Suqian, Jiangsu in 1974, Liu Qiangdong comes from the poorest place in Jiangsu. When he was a child, his family was so poor that they only had sweet potatoes and corn for three meals a day for several years.

The poverty in his childhood left many marks on Liu Qiangdong. He speaks poor Mandarin and always wears simple clothes. He looks more like a private entrepreneur than an Internet person standing at the forefront. He is very concerned about food safety issues because he sees that more and more parents of friends around him have died of cancer. He once said that the sideline he most wants to do is to make food. Because of his own experience, he likes people with a spirit of hard work and perseverance. He has a farmer-like stubbornness and persistence in many things.

Liu Qiangdong hates fraud the most. JD once had a vice president who asked his secretary to punch in for him and was directly fired. In Liu Qiangdong's view, this violated the bottom line of corporate ethics and there was no room for tolerance.

In addition to data, he also likes to obtain information through his own channels. To date, Liu Qiangdong said that he spends 80% of his energy every day reading user comments. He not only reads user reviews on this site, but also pays special attention to comments about JD.com on forums and Weibo outside the site.

Especially after Liu Qiangdong registered Weibo in the winter of 2010, he consciously assumed the responsibility of the "spokesperson" of JD.com. Enter "JD.com Liu Qiangdong" in the keyword search, and a large number of users send various complaints to Liu Qiangdong through the "@" method every day.

Liu Qiangdong said that he has been reading customer complaints every day for seven consecutive years. "User experience" is the "most urgent, most direct, and most impactful" thing for him, so it also stimulated him to invest heavily in logistics and improve customer experience.

He almost never responds directly to complaints, but he is anxious about it. A strategic manager at JD.com said that the biggest headache for the boss now is the return issue. "Lao Liu once called us over seriously and asked if we could return the goods unconditionally within seven days. Recently, he has a new idea for customer service almost every day."

Unlike many Internet companies, Liu Qiangdong doesn't like to invest too much in advertising. He believes that word of mouth is a better advertisement. This may be due to lack of money at the beginning - he once said that when JD.com started, it only rented a counter in Zhongguancun for less than 20,000 yuan; later, it became a kind of confidence.

Liu Qiangdong likes to use the "company morning meeting system" that he has been implementing for 13 years to prove his "persistence" in doing things. This meeting starts at 8:30 every morning and lasts about 20 to 40 minutes. Employees above the department manager level in more than 100 departments across the country must attend. Except for appointments or business trips, Liu Qiangdong will appear in the meeting room on time, rain or shine.

In JD.com's employment mechanism, there is also a special measure that has been maintained for five years, which is the annual recruitment of "management trainees" for college graduates. This activity has trained a total of 200 people so far. Liu Qiangdong said that JD.com selects management trainees to select those who "can really endure hardships for a lifetime." JD.com conducts family background checks on management trainee candidates, and only those whose parents are ordinary workers or farmers can pass smoothly. Liu Qiangdong said very directly, "We dare not accept those whose families can eat and drink well even if they don't work for three to five years." These management trainees are managed and trained by Liu Qiangdong himself, and they will get more and faster promotion opportunities than others. But of course, this will also make other employees of the company feel unbalanced.

As for the recruitment of company management, Liu Qiangdong's selection criteria are the same as himself-do more than talk; must start from the grassroots, and private enterprise experience is more convincing than foreign enterprises.

The way of employing people fully reflects Liu Qiangdong's confidence. Success is always intoxicating. As the company continues to grow, Liu Qiangdong's confidence is also expanding. In a recent interview, Liu Qiangdong admitted that JD.com still has many problems in logistics and after-sales service, but it is already the best e-commerce company in China. Even compared with international companies such as Amazon, JD.com is much better. He is the one who believes that he can always successfully cross the desert in the end.