1、1. IntroductionSince 1999, a new e-commerce business model was growing up and keeping popular for now, it is a new trade way online, such as business to customer (B2C), customers to customer (C2C), Computer, Communication and Consume electronic (3C) and others, e-business are more convince and more

2、flexible. There are many companies created brands to enter this field and make profits, one of such companies is named Jingdong (JD). This company is a famous company in e-commerces field, which mainly focuses on sales of the 3C. (Jingdong profile, 2015) Through nearly 20 years, Jingdong has undergo

3、ne various changes and boast of an eventful history. The founder of JD named Liu Qiangdong, he was failed in his early business and was on debt, but he still carry on doing business and create the brand of “JD”. In 1998, the company was established and entered into the e-business in 2004. After 10 y

4、ears, JD had its own stock and expands the scale of the company. Although JD is popular in China, but actually it consistently lost 3.5 billion RMB from 2009-2012, and the condition start getting better since 2013, the register number break through 1 billion and the sum volume of indent is over 3233

5、 billion and made profit over 60 million in this year (Billion state power network, 2014). Table 1:Opearting Loss in JD in 2009-2012, source form: Billion state power network (2014)According to the number of JDs investment report, there are three source of income: the huge compression of operating l

6、oss, the loss in 2012 was 17.23 billion and the loss in 2013 was 3.16 billion; the huge growth of interests, income 1.68 billion in 2012 and increased at 2.15 billion in 2013; the increase of other income including fiscal subsidies, from 0.6 billion grow to 1.64 billion in 2013 (Banny, 2014). The in

7、tense competition in e-business field in China makes a lot of brands and companies keeping cerate new idea and fight for more market share. In comparison with others classic e-business models in China, JD possess distinct features. It is a multiple business to consumer platform. They boast of an ext

8、ensive line of products but their focal points are the 3C products. JD occupied 35.6% in e-business market in China in 2012 and continued 10 quarter at the first place. The reasons of JDs success are divide into external and internal parts. For external parts, the fast evolution of P.E.S.T. improve

9、an important environment for develop whole e-commerce business. For internal part, the success honor belongs to JDs characteristic. Firstly, the prices of goods are 8%-15% lower than other retail sales, the superior qualities of the goods are guaranteed and the digital products attract a large consu

10、mers following. Secondly, the prices of products provided on JD are much lower than other online shop like Suning or Guomei. With online sales service the cost of renting, employing staff, utilities and other expenses are minimized. Thirdly, the rate of the margin is maintained at about 5% and the s

11、tock turnover kept at 12 days, JD does spot transaction with supplier. In comparison with Suning and Guomei, whose stock turnovers are kept at 47-60 days with the settlement for account at about 112 days. In addition, the aim of JD at first was not to make profits but to win customers trust. JD util

12、ized low prices, high quality goods and services to amass a vast customer following. Table 2: Compare Classic E-business Moodle in ChinaSource from: Strategy Research of JD (2012)However, JD still faces many threats in the fast development of e-business environment. The rapid rise of turnover looked

13、 fabricated particularly the “double 11”s rate war with Tmall and Taobao Mall. Liu Qiangdong considered that state and thinks about the threats: strategy and culture: does not like Jack Ma give a hundred dream to people, he try to keep a simple and faith culture in his company, he believe his subord

14、inate, looks the reality benefit in short and long term. According to the trends of network, formulate the plan of future, and now he is absorbed in e-business (Chen, 2015). However, even JD had these threats and stay in the intense competition environment, the future still bright with JDs efforts.

15、This study will study on JDs threats and opportunities in e-commerce business field in China, and analysis why JD can make profits and figure out what is JDs advantage compare to other companies. Banny (2014) The three largest source of net profit of 60 million yuan of the Jingdong. Available at: . (Accessed: 12 February 2014).Billion state power network (2014) Available at: (Accessed: 30 Januar