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说起京东，现在的新闻似乎往往是围绕章泽天的。
Speaking of JD.com, the media seem to be only interested in Zhang Zetian.
似乎只有这位老板娘的八卦和新动向才能引起大众的注意。
It appears that only the gossip and news of the boss’s wife can draw the public attention.
不过我们今天要讲的和她无关，而是一段京东早期的创业故事。
However, what we talk about today has nothing to do with her, instead, it is a story from JD’s early years in business.
如果要给早期的京东找一个最恰当的形容词，那应该就是“节俭”。
If you want to find the most appropriate word to describe JD in the early years, it should be “frugal”.
刘强东一直相信价格的力量，会想尽所有可能的办法来压低价格。
Liu Qiangdong has always believed in the power of prices and tried every possible way to drive down prices.
别的商家通常想的是怎么多赚一点，而刘强东想的往往是怎么少赚一点来增加用户粘性。
Other businessmen usually want to raise the prices to make more money, but Liu Qiangdong often thinks about how to earn less to increase stickiness.
为了维持这种低价策略，刘强东和他的团队一直努力维持着非常节俭的运作方式。
In order to maintain this low-price strategy, Liu Qiangdong and his team have been working hard to keep a very frugal operation.
其中最有趣的应该就是今天的这个故事，当时京东的主要业务之一是卖光盘。
The most interesting is that one of JD’s major businesses was selling CDs at the time.
为了节省成本，刘强东要求每个员工都带一些废纸箱到公司去。
In order to cut expenses, Liu Qiangdong asked each employee to bring some waste cartons to the company.
下班之后，大家就会把这些纸箱改造成装光盘的盒子。
After work, they would convert these cartons into CD containers.
而且，他们不只是回收自己家用过的纸箱，还抓住各种机会回收任何可以利用的纸箱。
What’s more, they not only recycled cartons that they found at home, but also seize every opportunity to recycle any available cartons.
有一次，刘强东开着自己的红旗轿车，看见一对夫妻正在扔废弃纸箱，就下车把这些纸箱装到自己的后备箱里去了。
On one occasion, Liu Qiangdong was driving his Hongqi (Red Flag) car and saw a couple throwing away discarded cardboard boxes. He stopped his car and loaded the boxes into the trunk of his car.
结果他听到那个妻子对丈夫说：“你看看，你混得还不如一个捡破烂的，人家捡破烂的都开红旗了。”
At that moment, he heard the wife speaking to her husband, “You’re not as good as a garbage collector. Just take a look at him, he drives a luxury car.”
当然，现在的京东已经不去收破烂了。
Of course, today’s JD does not have to collect garbage anymore.
不过它还是沿袭了各种其创立初期的优良传统，只不过是在以不同的方式体现而已。
However, it still followed various fine traditions from its earlier days, only in different ways.
一个公司做大了以后，人们对它的看法就很容走向两个极端。
When a company becomes bigger, people’s opinions about it can easily go to two extremes.
要么把它当成一个无比厉害的精英集结地，要么把它看成某种险恶的幕后恶人。
They either treat it as a terrific place where the elite gather or treat it as a sort of sinister evildoer.
人们往往忘了，不管多大的公司都是由一个又一个普通的决策累计起来的。
People tend to forget that no matter how big a company is, it grows by one ordinary decision after another.
真正有价值的东西，总要剥开噪音才看得见。
Truly valuable things are only visible when you ignore the noise.
完
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