In the face of online rumors and cyberbullying, should one silently endure and bear the immense cost alone, like many victims in the past, or actively communicate and clarify the situation, using the law to protect one's rights?

JD.com's recent experiences demonstrate that the latter is the optimal solution.

Recently, a series of "shocking" news surrounding JD.com began circulating online. From gossip about Liu Qiangdong and Zhang Zetian to allegations linking JD.com with foreign forces, it is obvious to any discerning observer how unreliable these rumors are.

However, as the rumors intensified, many uninformed netizens were successfully swayed, causing significant harm to JD.com.

Fortunately, JD.com has finally received apologies and a reversal of fortune.

On the morning of November 26, SOHU issued an apology stating, "Without verification, we published false information about the family and private life of Liu Qiangdong and Zhang Zetian, which led to a large number of online reposts and widespread social concern, seriously damaging the reputation of Liu Qiangdong and Zhang Zetian. For this, SOHU Entertainment sincerely apologizes to Mr. and Mrs. Liu Qiangdong and Zhang Zetian."

Subsequently, according to the official Weibo account of JD.com's spokesperson, a few institutions and individuals have recently spread rumors, maliciously attacked JD.com, its founder, and their families. After investigation by public security organs, some rumor-mongers have been punished accordingly.

According to the penalty decision issued by the police, Wang, the person involved, has been dealt with for fabricating facts related to JD.com's credit product and disturbing public order. Additional rumors are under investigation.

Although the truth came late, for JD.com, it has finally arrived.

Conspiracy Theories Target JD.com

It's astonishing that in 2024, some people can still use conspiracy theories to target a leading enterprise and gain considerable attention. This is our biggest takeaway after learning about the series of rumors surrounding JD.com.

Last month, a piece of "gossip" about Liu Qiangdong and Zhang Zetian of JD.com suddenly emerged online, filled with conspiracy theories. It first claimed that Zhang Zetian had joined the "Illuminati," based on a brooch she wore being identified as a symbol of the group. It then stated that Liu Qiangdong had divorced Zhang Zetian but might have also joined the "Illuminati."

Regarding this, we believe most people share the same bewilderment as the author.

The so-called "Illuminati" in Chinese internet discourse, similar to the Rothschild family of old, is portrayed as the mastermind controlling the politics and economies of various countries worldwide. Much of this is more akin to fictional plot devices that add flavor to life; taking it seriously means "losing."

However, as a public figure, Zhang Zetian chose to publicly clarify, stating, "This brooch is from the French fashion brand Schiaparelli... It has nothing to do with any so-called rumored 'society'!"

Afterward, more rumors targeted JD.com. Collaborations with stand-up comedians were exaggerated into issues of feminism, human rights, and even foreign forces. Claims such as "JD.com infiltrated by the international mystery organization ESG," "JD.com controlled by Jewish capital," "JD.com promoting Western extreme feminism," "JD.com implementing policies allowing customer service to insult clients," "JD.com dominated by extreme feminism with 90% female employees," "Run on JD.com Finance," "JD.com Finance becoming a defendant, and facing regulatory intervention"... The list goes on.

In November, a fire occurred in Warehouse 5 of Phase II of JD.com's Wuxi Yupei Logistics Park, destroying low-value items such as daily necessities. This accident, which did not involve any mobile phones or express packages, was quickly twisted into "billions of dollars worth of mobile phones destroyed" and "the entire logistics park unrecognizable."

It can be seen that in the past month, rumors surrounding JD.com have been all-encompassing, primarily aimed at stirring up gender, wealth, and national divides. From the founder to the company's operations, the narrative directed public opinion toward "boycotting JD.com."

Seeing this, many may realize that there is a clear profit-driven motive behind the rumors plaguing JD.com. Someone has been systematically "operating" for some time, which coincidentally overlaps with the annual Double 11 shopping festival.

Rumors are easy to spread, but safeguarding rights is arduous. As JD.com was smeared with numerous absurd and unfounded rumors, it seems many forgot the genuine image it has cultivated over the years.

JD.com is the only logistics private enterprise that signs labor contracts and provides "six insurances and one housing fund" for frontline employees, making it the "white moon" in the hearts of countless delivery drivers. During the pandemic, thousands of JD.com delivery drivers rushed to Shanghai to ensure supplies, with their "suicidal logistics" moving China. After Liu Qiangdong's rise to fame, his struggles and contributions to society and hometown became a model for Chinese entrepreneurs.

Victims Are Not Limited to JD.com

After the involved media apologized and relevant rumor-mongers began facing legal consequences, it is believed that the many rumors surrounding JD.com during this period will soon dissipate. However, JD.com's experience still warrants continuous reflection.

In an environment plagued by online rumors and cyberbullying, everyone is a potential victim. Ordinary people, teachers, students, civil servants, celebrities, internet influencers, entrepreneurs... Regardless of identity or economic status, no one is safe from rumors.

Periodically, individuals suffer from depression or even commit suicide due to cyberbullying and rumors, with countless related cases trending on Weibo.

Even focusing on enterprises and celebrities, JD.com's experience is not unique; it seems we have become accustomed to such occurrences.

Nongfu Spring and its founder Zhong Shanshan have faced persistent online rumors and malicious attacks, with accusations focused on product safety and national confrontation, among other familiar themes. Mo Yan, China's only Nobel Prize in Literature winner, has long been tarnished with the malicious label of "traitor." "Alibaba is a Japanese company"...

Anyone with common sense can easily discern the absurdity in these statements. Unfortunately, rational voices are often drowned out by the flow of "shouting and killing" traffic. Under manipulated waves of traffic attacks, emotional manipulation successfully dominates public opinion, making rational thinking the unwelcome party.

The cost of a simple rumor can be enormous. For JD.com, a giant industrial ecosystem with over 600,000 employees, countless innocent individuals indirectly bear the consequences of rumors. JD.com's brand reputation, built through years of significant investment, will also suffer negative impacts from a few flippant remarks.

In "The Age of Post-Truth," Christopher MacDonald writes, "The truth is like a mirror shattered into countless pieces, and everyone believes the small fragment they see is the whole truth."

For ordinary netizens, what we need to do is simply follow the nation's repeated advice: "Don't believe or spread rumors," and try not to let every read and like become an accomplice."

For the overall social and media environment, the priority is to establish more credible public trust and effectively combat rumor-mongering interest groups. Who is behind the creation, manipulation, and organized spread of these rumors? What price should they pay?

In today's interconnected world where the online opinion environment mirrors reality, the entire society must take action.