The beautiful scenery of Guizhou is hidden in the green hills and green trees. Clouds and mists surround all the year round, terraces are stacked on top of each other, winding around the clouds, and the traditional wooden buildings are scattered.
However, the people of Guizhou have a classic description of this land: "The sky is not clear for three days, the earth is equal to three points, and people have no silver." This shows the development status of Guizhou for thousands of years: inconvenient transportation and climate. Bad, poor and backward.
However, everything that exists has quietly changed under the banner of "Poverty Alleviation".
Mountain beams, tunnels, the development of Guizhou's high-speed traffic has brought the deep mountains closer and closer to the outside world, and has also changed the backwardness of this place.
One example is Jiulong Village, Maxi Township, Shibing County, Qiandongnan Prefecture.
In recent years, with the support of enterprises such as China Investment Corporation and JD.com, and with the assistance of East-West poverty alleviation, the village has used the "running chicken" industry to get rid of poverty and become rich, leading a relatively wealthy life. Go to the hope of life.
In the "running chicken" breeding base, the leaves are dense and the flocks of vigorous chickens chase and play in the shade in twos and threes.
They breathe fresh air, drink mountain spring water, eat weeds, and pecks pests. They are hard-working "little guards" in the base; they exercise every day and run a million steps out of the hurdle. They are muscular "athletes". "; They are purely ecologically stocked and grow happier and healthier than caged chickens.
The "Jingdong Running Chicken" project originated from the initiative of Jingdong founder Liu Qiangdong.
As early as January 2016, Liu Qiangdong said that on the one hand, agricultural products in poor areas cannot be sold at good prices, and on the other hand, urban residents cannot buy green and safe food.
JD.com supports the breeding of running chickens in poverty-stricken areas in the form of interest-free loans. By supporting the growth of industries in poverty-stricken areas and building brands, people in the city can enjoy this healthy, safe and delicious chicken, and truly help poverty-stricken areas out of poverty.
From the intervention of various links such as breeding technology, processing, brand marketing, logistics, and technology traceability, JD.com has created a series of green agricultural specialty projects such as running chickens, swimming ducks, flying pigeons, swimming fish, and running pigs since 2016. The standardized and standardized JD.com’s own poverty alleviation brand matrix, and the promotion and replication in more regions, not only attracted the active participation of the majority of poor households, but also provided consumers with green and pollution-free high-quality products, realizing poor households, consumers and projects The implementation of multi-party win-win for enterprises has also enabled more backward areas to embark on a bright and smooth road to industrial poverty.
Liu Qiangdong was born in Guangming Village, Lailong Town, Suqian. When he was a child, his family was very poor. His parents made a living by running a boat. There is an old saying in Suqian: "There are three things in the world, sailing, ironing, and tofu grinding."
For a long time, young Liu Qiangdong's biggest wish was to be a village chief and let the whole village eat pork.
Liu Qiangdong's parents run the boat all year round, eating and living on the boat.
Liu Qiangdong and his sister were fostered at his grandmother's house. According to today's words, they are left-behind children.
Liu Qiangdong’s motivation to start a business is very important to improve the family economy so that his grandmother and mother can spend money at ease and live a good life.
One detail can represent the simplicity and greatness of Chinese farmers: Liu Qiangdong's grandmother went to Shanghai to visit relatives and brought some fruits back to Suqian, leaving one for each of his grandchildren.
Liu Qiangdong was studying high school in Suqian at that time, and was not at home.
So my grandmother took the biggest pear on Wuliuli Road to Longzhen, drove nearly 30 kilometers to Suqian, then walked three kilometers to Suqian Middle School, and took the pear to Liu Qiangdong in person.
Liu Qiangdong works in the university. In addition to leaving his own living expenses, he will send the remaining money home to his grandmother for treatment.
These experiences have allowed Liu Qiangdong to understand the unspeakable bitterness and blood and tears of Chinese farmers. His feelings for the poor are strong and heartfelt.
This can also explain why Liu Qiangdong persisted in promoting poverty alleviation for many years, and provided the best welfare conditions for couriers from rural areas.
His country complex, on the one hand, comes from the rural life experience when he was a child, and on the other hand, he inherited the rural simple values for thousands of years, and the low-level life experience, let him know that he is grateful and never forgets his roots.
JD’s Flying Pigeon project is located in Fuping County, Hebei.
When he came to the countryside and among the peasants, Liu Qiangdong greeted the villagers cordially and made things happen.
Because the countryside is an environment he is very familiar with.
In November 2017, Liu Qiangdong was hired as the "honorary village director" of Pingshitou Village, Fuping County. Talking about his original intention as the village director, Liu Qiangdong said, "I am the son of a peasant, and I am deeply aware of The life of farmers is not easy, and the development of rural areas is difficult. I am confident that through my own efforts and the efforts of all my fathers and villagers, I will help poor households in Pingshitou Village to get rid of poverty within three years, and increase the average annual income of all villagers tenfold within five years, and households will be stable. With their work and income, every family can lead a well-off life."
From the beginning of 2016 to September 30, 2020, JD.com has helped poverty-stricken areas across the country put more than 3 million products online, achieved poverty alleviation sales of more than 100 billion yuan, and directly driven the income of more than 1 million poverty-stricken households with registered cards.
JD.com started its rural e-commerce strategy in 2015. In the past five years, JD.com's platform has achieved over 500 billion yuan in agricultural product transactions, becoming the main channel for agricultural products to go up.
In the next three years, JD.com will launch the "Penfolds Encouragement Plan" to drive the growth of trillions of rural output value.
Poverty alleviation and long-term support are based on the industry and the industry model.
Reviewing the history of poverty alleviation, focusing on achieving precise poverty alleviation through industrial development, and finding a replicable model in industrial development is a path that must be embarked on as a “super-large-scale country”.
On this road, JD.com has a wealth of experience and continuous innovation. After directly donating money, property, and materials to the poor, and helping poor industrial areas through the two-generation model of poverty alleviation through the "company + farmer" industrial model, JD.com. JD has entered the 3.0 era with the creation of a poverty alleviation brand as the core.
Looking back at 2003, JD.com was still a small, no smaller, micro company with only 38 employees. When struggling to survive, it went to Jingle County, Shanxi Province to fund 38 orphans.
JD.com goes to Jingle County, Shanxi to support poor students
In Liu Qiangdong’s consciousness, he knew well that the poorer the family, the more unable to withstand the blow, and that a sickness or loss of business would make the family embarrassed and even devastated.
Therefore, JD has a lot of caring benefits for employees, especially grassroots employees.
Every time I have a meal with Jingdong brother, Liu Qiangdong always does not forget to "inquire" about their income, whether to buy a house, and the education of the employees' children.
The imprint of his childhood gave him a deeper experience and understanding of poverty, and he also knew what these children from the countryside were thinking and wanting.
"When JD.com builds the house, I will sell it to you at cost." Liu Qiangdong's preferential treatment of grassroots employees is nothing new. When JD.com recruits employees, it will give priority to rural backgrounds.
JD.com has "Love Fund" and "Relief Fund" welfare projects, and a special fund of 30 million yuan is used to help families of employees who have encountered major disasters or diseases.
The treatment and benefits of JD's grassroots employees are also among the best in the entire industry: Suqian employees' luxury apartments can accommodate more than 1,300 JD employees.
80% of JD’s delivery staff are college graduates, more than half are from rural areas, and they want to buy a house in the city and live a stable life.
An honest rural child who has worked on JD.com for three to five years, saving money to buy a house in the city, and bringing his family back, may be the greatest happiness for them. That's why he cares so much about the dignity of employees' lives.