As long as you follow the right boss, there is hope every year. JD.com has raised salaries seven times in a year and a half, invested hundreds of billions in social security and housing funds, and provided 28,000 employee housing units. From starting with nothing to building a fortune worth hundreds of billions, Richard Liu has never forgotten that it was the brothers who carried goods and delivered packages with him, brick by brick, who built today's JD.com. Companies that treat their employees well will go further, and this simple persistence has long been engraved into JD.com's DNA.

JD.com is significantly increasing employee salaries, with a 70% year-over-year rise in year-end bonus funding. As the year ends, Richard Liu has once again generously approved salary increases for JD.com's employees. Some JD.com staff revealed on social media that the company announced its 2025 year-end bonus plan, with 92% of employees across the entire group receiving full or even above-target bonuses. The total year-end bonus investment increased by over 70% compared to last year, expected to set the industry's largest increase this year. While the industry overall is becoming more rational and exploring different development paths, JD.com has chosen to increase investment in employee compensation and benefits to motivate staff and retain talent.

Netizens have enthusiastically commented: "Liu is really treating his brothers as brothers by raising salaries now"; "There aren't many bosses who can still increase year-end bonuses these days"; "25 months' salary, such a niche concept." From an editorial perspective, this frequency and magnitude of salary increases are indeed rare in the internet industry. Specifically, in departments upgraded to 19 months' salary this year, employees with an A+ annual performance rating will receive a 10-month salary year-end bonus, totaling 22 months' salary for the year; those with an A rating get a 9-month bonus for 21 total months; and B+ performers receive a 7-month bonus for 19 total months. In departments upgraded to 20 months' salary, A+ employees get a 12-month bonus for 24 total months; A-rated employees get 10 months for 22 total; and B+ employees receive 8 months for 20 total. JD.com's procurement and sales staff will average 25 months' salary this year with no upper limit, reaching an average of 26 months by 2026 with no cap. Under this year's bonus rules, over 92% of JD.com's employees will receive full or above-target bonuses.

Since entering the food delivery market this year, JD.com has become the only company in the industry to achieve three 100% benchmarks: for frontline staff like full-time riders, it ensures 100% labor contract signing, 100% comprehensive social security and housing fund contributions, and 100% formal employee benefits. In fact, JD.com has long been praised within the industry for its benefits. Years ago, Richard Liu proposed the famous "35-cent theory": "If JD.com has the opportunity to earn one yuan, we only take 70 cents, giving 30 cents to partners. Of the 70 cents taken, we distribute 35 cents to employees, leaving 35 cents for sustainable company development." This business philosophy has been consistently practiced as JD.com's commercial creed.

From a business perspective, Liu's logic is quite shrewd. Leaving sufficient profit margins for partners ensures supply chain stability, product quality, and reliable supply. Distributing adequate compensation to employees maintains team stability and service quality assurance. These two elements precisely constitute the core competitiveness of the e-commerce industry. Without strong supply chains, products lose competitive advantage; without strong teams, service quality suffers. From an industry-wide viewpoint, leading companies improving employee compensation sends a positive signal that can elevate salary levels across the sector and enhance practitioners' quality of life.

In fact, as early as September last year, JD.com announced its 20-month salary upgrade plan, declaring that JD.com Retail and functional systems would achieve 20 months' salary within two years starting October 1, 2024, with other departments following suit. Under this plan, year-end bonuses continued significant growth this year, with upgraded departments reaching 19 months' salary, while some business units achieved 20 months' salary ahead of schedule. Additionally, frontline employees will receive their year-end bonuses before the Lunar New Year. Richard Liu recently revealed that over the past year and a half, JD.com implemented seven salary increases, with even the lowest performers receiving 50% raises, while employees at P5 level and above basically saw their salaries double.

Just one day before announcing the year-end bonus plan (December 24), Richard Liu personally purchased 100,000 boxes of GODIVA chocolates as New Year benefits, creating an online sensation. This marks the second consecutive year Liu has delivered surprises, having previously treated delivery riders to KFC and Pizza Hut. Not long ago, JD.com also announced providing 28,000 housing units for frontline staff, with plans to invest 22 billion yuan over the next five years to supply 150,000 "courier homes." Furthermore, JD.com was featured on the Forbes 2025 World's Best Employers list, marking its ninth consecutive year on the ranking and making it the only Chinese retail company included globally.

By attracting and retaining employees through high salaries and generous benefits, JD.com can gradually build competitive barriers over the long term. Reports indicate that by the end of the second quarter this year, JD.com's total workforce exceeded 900,000 employees. Of course, having risen from Suqian to become a billionaire, Richard Liu hasn't forgotten his roots. Last year, he prepared 10,000 yuan cash red envelopes for every senior over 60 in his hometown Guangming Village, and gave 100,000 yuan cash gifts to each of his elementary school teachers. Over a decade ago, Liu returned to his hometown with his wife Zhang Zetian, distributing 10,000 yuan special Spring Festival red envelopes to each of the village's 650+ seniors. This year, expectations remain high for continued generosity toward villagers. Such year-after-year consistency is truly remarkable. Correspondingly, JD.com has deployed numerous industries that progressively drive economic development in its hometown Suqian.

Of course, all high salaries and benefits ultimately depend on business growth for support. JD.com's bold investment in employee welfare presupposes strong cash reserves, robust business performance, and healthy cash flow. Latest financial reports show JD.com maintains solid profitability. Third-quarter revenue reached 299.1 billion yuan, up 14.9% year-over-year, with net profit at 5.3 billion yuan. JD.com Retail generated 250.6 billion yuan in Q3 revenue, an 11.4% increase, with operating profit of 14.8 billion yuan. This steady retail growth primarily stems from strong platform user base expansion and shopping frequency growth, with annual active users surpassing 700 million in October. Many customers likely choose JD.com precisely because they appreciate its employee treatment practices.

During a June sharing session, Liu stated: "Last year JD.com's net revenue was 1158.8 billion yuan, but net profit was only over 40 billion yuan." He explained this was because JD.com paid 116.1 billion yuan in salaries alone last year, plus 18 billion yuan in social security and housing funds for employees. Liu emphasized: "Since 2007, JD.com has contributed over 100 billion yuan in social security and housing funds – all of which could legally have become my personal wealth or JD.com's net profit." He added: "Some might say I'm posturing, but that's fine. If every company could genuinely distribute over 100 billion yuan to employees, such posturing would be quite welcome." Liu further stressed, "We truly don't prioritize profit as our primary pursuit – JD.com can proudly state this at any time."

This year, Richard Liu has appeared more frequently in public view, with each appearance conveying clear signals. In April, he donned delivery uniforms again to personally experience food delivery and treat riders to hot pot. Since May, he has consecutively appeared at the National Youth Entrepreneurs Forum, Summer Davos, Asia-Europe Commodity Trade Expo, Wuzhen Summit, and other events, presenting numerous forward-thinking theories. JD.com's development trajectory has become increasingly distinct.

Beyond JD.com, on December 19, ByteDance announced via global internal email that it would continue increasing talent investment, enhancing salary competitiveness, and boosting equity incentives. Specific measures include: increasing bonus (including performance equity) investments by 35% for the 2025 performance cycle compared to the previous period; significantly raising salary adjustment investments by 1.5 times; and increasing both minimum (starting) and maximum (ceiling) total compensation packages across all job levels. Additionally, ByteDance will implement a new leveling system, consolidating the original 5-level, 10-band structure (1-1 to 5-2) into a 10-level system (L1-L10), merging original "1-1" and "1-2" levels into "L1" while adding new "L10" above previous equivalents. Under the new system, employees can receive larger raises without promotion, while promotions will offer even greater salary growth potential. ByteDance stated these changes aim to ensure employee compensation competitiveness and incentive rewards "lead top levels" across global markets.

From an industry trend perspective, salary increases at ByteDance and JD.com may signal the internet sector's entry into a new phase of virtuous cycle. Their moves might represent just the beginning. More companies could follow suit, potentially elevating salary levels across the entire industry. Beyond salary hikes, the sector is releasing a positive signal: in an era of uncertainty, companies that persist in doing right, embracing long-termism, and treating employees well will travel farthest. Employees represent certainty, users represent certainty, and core capabilities represent certainty. JD.com's commitment to employee welfare and service quality constitutes确定性. Regardless of external environmental changes, these fundamentals remain solid. With stable fundamentals, companies can maintain resilience amid uncertainty and seize every opportunity.