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1. Introduction
Since 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 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-
commerce’s field,
which
mainly focuses on sales of the 3C. (Jingdong profile, 2015) Through nearly 20 years,
Jingdong has undergone 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 years,
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 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 JD’s investment report, there are three source of income:
the huge compression of operating loss, 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
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