Since joining JD.com in April 2007, Mr. Chen served as CFO of JD.com, where he was responsible for finance, business analysis, investor relations, management and promotion of major business projects and financial business.
In September 2013, the financial business of JD Group was separated independently.Chen Shengqiang has been the CEO of JD Finance, responsible for the establishment of the Internet finance team and business development, and promoted the transformation of JD Finance to JD Digital in 2018, single-handedly building JD’s financial business.
However, it is such a “feudal officials”, but by Jingdong rotation swap.
It is worth noting that Chen was appointed to two positions: vice chairman of JD.com’s digital division and chief of staff of JD.com Group.
According to the internal announcement, the position of vice chairman is responsible for the strategic planning, product polishing and technology upgrading of JD Digital Division, and further building the core barriers of digital technology business.The position of chief of staff is responsible for assisting Liu Qiangdong to plan ahead and expand the future of JD Digital Technology from a higher and longer perspective.
For this personnel appointment, the market is full of rumors.Some rumors linked it to the recent “advertising gate” incident of Jingdong Digital Division, and believed that Chen Shengqiang may be blamed for this, and was promoted by Liu Qiangdong.
Recently, a short video advertisement of online loan from Jingdong Digital Department was frequently scold on the hot search.The 80-second video advertisement, which tells the story of an online loan to save the face of a migrant worker, was rejected by many netizens because of its exaggerated plot, distorted outlook and exaggeration of interest-free benefits.
In response, JD Group issued two very rare apology statements in a row, saying that “this advertisement reflects the operating team’s direction, culture and values have problems, lost themselves, lost responsibility, lost the original intention, so it will be strictly responsible for the problems of the subsidiary enterprises, for the whole group to reflect on education.”
However, close to Jingdong insiders but this view expressed a clear denial.
Even though it is unlikely to be blamed for the “advertising gate” incident, it has been recognized by many people.