China’s richest internet moguls think their employees should work more.

Jack Ma, a founder of the e-commerce titan Alibaba, called long work hours “a huge blessing.” Richard Liu, who runs the Alibaba rival JD.com, said people who frittered away their days “are no brothers of mine.”

Rank-and-file tech workers in China, discouraged by a weakened job market and downbeat about their odds of joining the digital aristocracy, have other ideas.

They are organizing online against what in China is called the “996” culture: 9 a.m. to 9 p.m., six days a week.

For years, Chinese tech employees have worked hours that make Silicon Valley’s workaholics seem pampered. Now they are naming and shaming employers that demand late nights. Some programmers are even withholding their creations from companies that they think overemphasize 996.