前不久，刘强东回到老家宿迁，出现在当地的夜市大排档。透过网友拍的视频可以看到，他坐在塑料凳 上，接过老乡递来的倒满酒的塑料杯一饮而尽。今年4月，刘强东与快递员和外卖骑手同桌吃火锅聊 天，评论区调侃"昨天火锅店里，听一个骑手大哥侃，说京东外卖是他的也是大家的。" 这种"烟火气"，很难在目前的企业家群像里看到了。 很难看到企业家直播炒菜。 锅灶烟气升腾，背后系着"七鲜小厨"围裙掌勺的，是京东集团创始人、董事局主席刘强东。 9月16日傍晚，刘强东现身"京东品酒会"直播间。他自我解嘲说，自己第一次直播很紧张，"像贾国龙先 生第一次炒菜一样紧张，像罗永浩第一次说脱口秀一样紧张。" 但掌勺后，他很快就进入了状态。因为"平时喜欢在家下厨，只要回家都会给家人做菜。" 与直播时的紧张相比，刘强东在另一种场合要自在得多。 刘强东几次讲到，自己做到了没有把利润当作第一大追求，"任何时候都敢说这个话"。京东集团上下耳 熟能详的"三毛五理论"是其中一种诠释。即，如果京东能赚到一块钱利润，京东只会拿七毛，另外三毛 留给合作伙伴；拿走的七毛，其中三毛五留给团队，剩余三毛五用于公司持续发展。 有两件事令市场印象深刻。疫情期间，京东健康的口罩 ...

Core Viewpoint - The article highlights Liu Qiangdong's unique approach to leadership and corporate responsibility, emphasizing his commitment to employee welfare and social responsibility over profit maximization [5][6][9]. Group 1: Liu Qiangdong's Leadership Style - Liu Qiangdong's first live cooking session showcased his nervousness, likening it to other entrepreneurs' first experiences, but he quickly adapted due to his passion for cooking at home [3]. - His informal interactions with local workers, such as sharing meals and drinks, reflect his down-to-earth nature and connection with grassroots laborers [5]. Group 2: Employee Welfare Initiatives - JD.com was one of the first internet companies to provide full social insurance benefits to its delivery personnel, a decision made in 2007 despite investor skepticism [5][6]. - Liu Qiangdong announced plans to provide full social insurance for all full-time delivery riders by 2025, indicating a long-term commitment to employee welfare [5][6]. - Over the past 18 years, JD.com has invested over 100 billion yuan in social insurance for its employees, demonstrating a significant financial commitment to their well-being [6]. Group 3: Corporate Philosophy - Liu Qiangdong emphasizes that the core of JD.com's business logic is the importance of people, stating that the success of the company translates to hope and dignity for its employees' families [6]. - The "Three Mao Five Theory" illustrates JD.com's profit-sharing model, where 70% of profits are reinvested into the team and company development, rather than solely focusing on profit maximization [7]. - During the pandemic, JD.com maintained stable prices for essential goods, prioritizing consumer welfare over potential profit increases [7]. Group 4: Social Responsibility and Market Positioning - Liu Qiangdong advocates for quality and fair pricing in a competitive market, encouraging a focus on higher standards rather than cost-cutting [9]. - The company's commitment to providing dignified living conditions for its employees is seen as a fundamental principle, with plans to implement a 20% salary increase for all employees over two years [9]. - The article concludes that true entrepreneurial spirit lies in respecting people and taking responsibility for societal issues, rather than merely pursuing profit [9].