Xu Lei is a man with feelings and strategies.

these two days, JD.COM announced that its first entity MALL will officially open the day before the 11th Golden Week, and it will be located in the ancient city of Xi 'an.

Shenglong Square is located in the west of Weiyang Road, which belongs to the famous "Longshou Business Circle" in Xi 'an. It has a superior geographical position and is next to Daming Palace Ruins Park in the east, which is both commercial and humanistic.

Two weeks ago, Xu Leigang was promoted to be the second-in-command in JD.COM.

As soon as Xu Leigang, a "rock mr. six", "becomes a full member", he will witness an important step forward for JD.COM on the real road. In recent years, JD.COM's emphasis on his identity as an "entity e-commerce" is, to exaggerate, a wish that these four words could not be engraved on his forehead.

In the past, Xu Lei often used a new song to convey his feelings.

But now, his Weibo has been set to be invisible to fans. This time, we don't know what Xu Lei will say about it.

Xu Lei was born in a military compound in Beijing in 1974.

He spent some time in a state-owned enterprise, and then went to Lenovo for two years.

In 26, under Liu Qiangdong's eloquent words, Xin Xu, the "queen of investment", took out $1 million to bet on JD.COM, who started his business.

Why do you say it's a "bet"? At that time, there was no one in JD.COM who had no money, no decent financial director, and no decent operation talents. Xin Xu had to help Liu Qiangdong find suitable talents everywhere.

after searching for a year, Xin Xu found Xu Lei.

However, Xu Lei and Liu Qiangdong didn't look at each other right at first. Looking at a face of unruly tone & justo, Liu Qiangdong kept beating drums in his heart; Looking at the newly established JD.COM, tone & justo heart is also very hesitant.

But after all, it was recommended by the "Queen of Investment". Liu Qiangdong and Xu Lei still made an appointment to have a meal, and they were regarded as diamond cut diamond in terms of alcohol consumption, and they met each other after a brief encounter.

Although a deep understanding may not be enough, after this interview, Xu Lei entered JD.COM and started to set up the marketing public relations department of JD.COM Mall, which is a "virtual job".

However, after Xu Lei built a complete market structure, JD.COM's marketing has really improved greatly.

At an early meeting, Liu Qiangdong turned to Xu Lei and said, "I'm too busy. You are in charge of corporate sales." Xu Lei became the first CMO of JD.COM Group. In two years, Xu Lei took sports marketing and entertainment marketing as the breakthrough point, which made the sales of JD.COM Mall achieve explosive growth.

It can be said that Xu Lei contributed a lot to JD.COM's promotion to the top of domestic e-commerce.

However, as for this very unusual and often aggressive courtyard child, the rest of the company always sincerely feel that he won't stay long.

everyone's doubts really came true.

In 211, Xu Lei left JD.COM angrily and went to Yougou.com invested by Belle as a CMO. About why he suddenly left, tone & justo himself never mentioned it, and there were few insiders in JD.COM.

However, in the second year after his resignation, when JD.COM announced that his "Red June" was worth 1 billion yuan a day, Xu Lei spat bluntly, "I don't believe it even if I die!"

naturally, Xu Lei's temper is not directed at Liu Qiangdong. In the years after he left, Liu Qiangdong asked him out to have a drink from time to time, with the natural purpose of persuading Xu Lei to come back.

Perhaps this soft grind and hard foam played a role. In 214, Xu Lei returned to JD.COM and gave a gift to JD.COM, changing "Red June" to "JD.COM 618".

Many people may know that "the father of double 11" is Zhang Yong, but few people know that "JD.COM 618" which directly marked Taobao was put forward by Xu Lei.

JD.COM's internal views on Xu Lei are not small, and the second return is even more unexpected, so his proposal only won three votes, including Liu Qiangdong's key vote.

Xu Lei is not impulsive. His proposal has been carefully considered.

first of all, since double 11 is to be directly targeted, JD.COM 618 is a more intuitive symbol and brand memory than Red June.

Secondly, for most people who disagree, it is considered that "Red June" can do marketing for a whole month and share the logistics pressure at the same time. However, Xu Lei believes that there is no contradiction between the naming of "618" and the promotion time. As for the concern about traffic, he is confident that marketing can achieve good results.

Despite Liu Qiangdong's full support, Xu Lei managed to communicate with people one by one after the meeting to explain his views.

Later, the success of "618" was obvious to all, and Xu Lei was equivalent to recreating a national classic symbol for China E-commerce Shopping Carnival.

But in JD.COM at that time, there were many internal problems. It was common for departments to go their own way and not buy each other, and the management was in a mess.

No matter when he was the senior vice president of the marketing department, or during the wireless period in JD.COM, Xu Lei regarded "establishing rules" as the top priority and took the lead in abiding by it.

Later, under his training, these two departments were running in a perfect way.

Xu Lei, who seems to be the most out of tune, has become the "most disciplined" one in Liu Qiangdong's mouth.

With Xu Lei's more and more achievements, people who were biased at the beginning gradually understood Liu Qiangdong's good intentions.

With JD.COM's growing size and complicated structure, talents who dare to speak out, coordinate the operations of various departments and handle the relationship between superiors and subordinates are very important. What Liu Qiangdong values is not only Xu Lei's marketing ability, but also his management ability.

Xu Lei is indeed the most special one in JD.COM.

Occasionally, he appears in front of the public. He is always dressed as a trendy man, with AJ barbs on his feet and ripped jeans. Tanning coat and leather jacket are all necessary items, and his earrings don't fall off. When he steps on a stool and waves his arms to show his strong fighting power, his tattoos are also clearly visible.

from a secular perspective, such a hipster executive is really not serious enough. But the transformation from "Rock mr. six" to the second-in-command of JD.COM is indeed a fascinating story.

However, under what circumstances was this identity transformation completed?

218 is the darkest hour in JD.COM, and all business lines are as if they were discussed, and they keep plummeting.

Also in this year, Xu Lei became the first rotating CEO of JD.COM Mall, and he conveyed positive emotions with a song "Put Your Lights On".

However, two months later, Liu Qiangdong's "Mingzhou Sexual Assault" came by surprise, followed by 16 internal corruption cases in JD.COM, and investors withdrew one after another, leaving JD.COM in an unprecedented dark moment.

It's just that Xu Lei is a person who is excited when he meets difficulties, just as his Weibo signature says: "I walk in the rain and never open an umbrella; I have my own sky. It never rains. "

As Liu Qiangdong gradually retired from the background and stepped down as the senior manager of nearly 5 JD.COM companies, Xu Lei stood in front of the stage.

At the end of the year, Xu Lei took all the senior executives in JD.COM to Zhaoqing, Guangdong Province, and held a closed-door meeting quietly for three days and three nights. At the beginning of the meeting, Xu Lei gave the senior executives present a cruel sentence: "If this continues, you guys should stop doing it."

After the closed meeting, JD.COM immediately carried out the largest organizational change in history, and the collision and resistance encountered in the process can be imagined.

In that organizational restructuring, all three business groups reported to Xu Lei. Later, from the listing of the sub-group to the financial report meeting to the Davos Forum, Xu Lei came forward, which made some senior executives with the same qualifications as Xu Lei indignant.

At the first annual meeting attended by Xu Lei as the rotating CEO of JD.COM Mall, employees sat down in order in front of dozens of round tables, and only Xu Lei smoked cigarettes at the top row of executive round tables. Usually used to a casual dress, he also solemnly changed into a suit at this time. After taking office, he admitted that he was a little anxious.

If you break through in the dark night, you may become famous in World War I, but you may also fail, and you will never be in the abyss.

Liu Qiangdong was well aware of Xu Lei's hardships, so at the internal meeting in early 219, when pushing a cup for a change, he beat a group of senior executives with the words "people are overstaffed, pulling gangs ..." and bluntly said that "whoever refuses Xu Lei will refuse me".

Liu Qiangdong is partial to Xu Lei, who is also worthy of Liu Qiangdong's trust and decentralization.

In September of the same year, when Xu Lei officially became the CEO of JD.COM Retail, he also left a malicious saying, "If you don't grow up, you will quit!"

under the drastic reform, Xu Lai established the concept of "value creation based on trust and customer-centered" in JD.COM, and a set of strong combination punches down, and JD.COM's retail business achieved high-quality growth for three consecutive years.

the market value of JD.COM also soared to $14 billion in 22, and this year's sales exceeded 343.8 billion yuan, setting a new record.

In the past three years, under the management of Xu Lei, the retail business lines in JD.COM have been becoming clearer and clearer in the process of transformation, and the division of the front, middle and back office systems has strengthened the roles of each line and become the veritable "second-in-command" in JD.COM.

"If you have read the novel" Three-body ",there is a sentence in it,' Destroy you, but it has nothing to do with you'. In this world, there are often many ways to play cards that don't follow the routine. Often, subversives don't talk about' martial arts'. "

This passage was made by Xu Lei in the opening speech of "Being a Changing Friend in a Changing World" at the 19th Annual Meeting of Chinese Business Leaders at the end of last year.

Different from the outside world's assumptions about managers in such a high position, for Xu Lei, such words are somewhat overemphasized. If he doesn't do it, he will stick to the end with an independent attitude towards life and strong fighting capacity, and the stereotypes imposed by the outside world.

This almost rock-solid and profound influence on Xu Lei's character.

In order to change the traditional marketing model in JD.COM, Xu Lei led a group of employees to the stage of the "talk show conference" in the pre-heating activities of JD.COM Double Eleven last year, and JD.COM was given a new "personality".

This unique interactive marketing method with strong personal color is familiar to Xu Lei, and it certainly conforms to the image Xu Lei shows to the outside world, without any sense of disobedience.

this marketing is for any e-commerce platform, which cannot be duplicated.

As for Xu Lei himself, it seems that he has never changed his true colors as a literary youth and a rock youth.

It can be said that without Xu Lei's resistance, subversion, change and going his own way, JD.COM's appearance might be a little worse than it is now.

Unlike when Liu Qiang East Station was in front of the stage, Xu Lei didn't deliberately strengthen his personal symbol. Not many people knew him, but JD.COM gave people a deeper impression.

"I feel out of the loop and more energetic." An internal employee commented on JD.COM Retail under Xu Lei.

The president of the remix who loves to "behave" and rock and roll is constantly bringing amazing changes to JD.COM.

Author: Ally Li