First, the top management attaches great importance to it, and focuses on summarizing and improving it. Jack Ma attaches great importance to the impact of culture on everyone, and has injected passionate vitality into the team from the beginning. At the first communication meeting of the entrepreneurial team, he proposed to build a world-class enterprise with the momentum of "at this moment, it must be me", so as to stimulate the enthusiasm of the team. Less than half a year after the start-up, the cultural requirements of "credible, friendly and simple" were put forward.

In 2001, Alibaba used tools to systematize the culture, determined the vision, mission and values ​​in written form, and formed the value system of "Six Meridians Divine Sword" and "Dugu Nine Swords".

In 2008, "Dugu Nine Swords" was further sublimated into "Nine Yang Manual".

Second, tell stories. In order to reproduce the passionate years of yesterday, the company's history is objectively presented in the form of text, pictures, audio and video. Classic stories have a "macro" background, vivid characters, lively plots, and in-depth details, which can make people feel like bystanders, as if they have experienced it personally and can learn from it.

Third, career growth route. Alibaba's new business must retrace the "Long March Road" - starting a business in Lakeside Garden, growing in Huaxing Building, and developing in new places.

Fourth, activities and anniversaries. Alibaba carries out rich and colorful activities to convey culture and values, such as the "Centennial Series" - 2 weeks of cultural training for new employees. Crisis education on May 10th every year and the company anniversary on September 10th every year are all good ways to convey corporate culture.

Fifth, behavioralization of values. Each "sword" and each "scripture" of Alibaba's "Six Meridians Divine Sword" and "Nine Yang Manual" have three different levels of behavioral requirements, and are combined with key events. Incorporated into the performance evaluation system, it accounts for 50% of the weight of personal performance evaluation.