Careers at

Mission is in the business of selling popular household items and electronic devices to Chinese consumers through its online retail platform. It tries to help consumers shop conveniently and save money on purchases of items that they use regularly. The company also operates a separate online marketplace that is dedicated to serving third-party vendors.

Business segments operates in two main business segments:

  • Online Retail: In this segment sells items directly to consumers.
  • Online Marketplace: This segment of business is dedicated to the service of third-party vendors.

History was founded by Chinese Internet entrepreneur Liu Qiangdong (Richard Liu) and the company has been around since 1998, though it has changed names several times over the years. At one point the company was known as Jingdong Century Trading Co., Ltd and it mostly dealt in selling magneto-optical.

Back in 2004, when was still known as Jingdong Century, it launched an online retail site called The launch of saw the company expand into offering more diversified consumer products.

But about three years down the line, the company deemed it fit to rename its retail site to The transformation also came with a much wider range of consumer items being offered on the site.

Jingdong operated its online retail site as until 2013 when the company decided to rename itself to The company has maintained its corporate headquarters in Beijing and now its operations cover more than 50 Chinese cities.

To expand online shopping space for Chinese consumers, has continued to add sections to its online retail site that allow consumers to buy international brands. currently boasts more than 170 million users and the number is growing as the company expands to cover a wider variety of consumer products and also expands into more countries.

Industry awards and recognitions have also helped to fuel the growth of At a time when online shopping had not taken strong roots among Chinese consumers, by the China E-Commerce Association gave a reputational boost by naming it the Most Trustworthy Company in 2008. has continued to build on that reputation.

The company has also bagged several awards over the years, including being named the Best Chinese Employer in 2011 by Fortune magazine. In the same year, China’s Ministry of Commerce named the company among the model e-commerce countries in the country. Prior to that, was featured featured in the list of Top 10 Growing and Innovative Chinese companies in the e-commerce space.

One of the interesting things about the history of is that the founder Qiangdong didn’t have a vision for e-commerce early on. His interest as a young man was to go into politics.

In 2013, Qiangdong’s net worth was cited to be $1.06 billion, which rose sharply to $6.1 billion in 2014 following’s IPO.

Business model of

Customer segment serves two main customer segments:

  • Direct consumers: The company renders an array of consumer products across more than 10 product categories directly through its online retail platform. Some of the consumer products categories offered are computers, home appliances and furniture and households goods. also created a joint venture marketplace called Yihaodian that is aimed at affluent consumers seeking high-quality imported goods.
  • Merchants: serves third-party vendors by providing them a platform to engage consumers. The company also renders advertising and logistics services such as payments support to these vendors.

Value proposition has grown to become China’s leading online retailer through its ability to simplify shopping experience for everyday consumer. Shoppers on can access a wide variety of consumer products as the company has continued to expand its offering, including through partnerships with international brands.

The company has also simplified checkout for its shoppers by offering them a variety of payment methods, including cash on delivery. The variety of payment options enable shoppers to close transactions quickly and this also encourages shoppers to buy more from also renders credit support to its shoppers. For instance, the company has teamed up with ZestFinance to give its customers access to microcredit. With that, it is encouraging the consumers to continue spending on its retail platform.

Channels uses direct sales teams to recruit merchants to use its Online Marketplace. The company also uses traditional media and internet advertising to increase awareness about both its Online Retail platform and Online Marketplace for third-party vendors. representatives also present at trade shows and industry conferences to pitch to customers, especially those who can use its platform to advertise and sell their products to Chinese consumers.

Customer relationship employs web and mobile technology that simplifies discovery of products on its retail site and the marketplace. Among other things, the technology renders personalized product recommendations and a user-friendly interface.

Key activities sells electronics, home appliances and general merchandise products such as books through its main online portal. These items sold through its main retail site are acquired from manufacturers and distributors and then offered at competitive consumer prices on the platform.

On the marketplace used by independent merchants and distributors, renders advertising and logistic services such as shipping and payments support.


Tencent is a major partner of as the two companies are working in concert to build a stronger force against their common rival Alibaba Group Holding. In 2014 Tencent announced that it was making a $214.7 million cash investment in to acquire a 15% stake in the company. Tencent also said that it was ceding operation of its e-commerce businesses Paipai and QQ Wangguo to The transfers also included the minority stake in Yixun.

Wal-Mart China, eBay and finance services provider ZestFinance are some of the other partners.

  • The collaboration between and ZestFinance is to render microloan services to Chinese consumers who have limited access to traditional credit options.
  • eBay is one of the international partners using’s international marketplace called JD Worldwide.
  • com and Wal-Mart reached a deal to jointly operate an online marketplace called Yihaodian that caters to affluent consumers.

Key resources operates a network of 210 warehouses across China with total floor space of more than 4-million-quarter meters. The warehouse facilities are helping to hold more stock and diversify its retail offering. Additionally, they provide a great way for the company to improve order delivery speed.

Because of the large warehouse capacity, can serve many third-party vendors on its marketplace, thus increasing its opportunities to generate more revenue from the marketplace.

The company has about 108,985 full-time employees whose input in areas ranging from customer acquisition to inventory management keep the engine roaring.

Cost structure

Maintaining the massive payroll of more than 100,000 employees and a network of more than 210 warehouses are a huge financial burden on the shoulders of

You see the burden when you realize that reported a 54% increase in cost of revenue to $24.2 billion in 2015, with leading cost drivers being direct sales activities and traffic acquisition to its marketplace platform. In the same year, the company said fulfillment expense, marketing expenses and technology expenses rose 73%, 93% and 88%, respectively.

Revenue streams’s main source of revenue is the Online Retail business. The company also generates revenue through the advertising and logistic services it renders to third-party vendors on its marketplace. had about 100,000 third-party merchant accounts on its marketplace at the end of the first quarter of 2016. generated net revenue of $28 billion in 2015, an increase of 58% over the previous year. In that year, company’s Marketplace business registered the highest percentage revenue increase at 110% compared to 55% of Online Retail business.

Our team

Liu Qiangdong,
Founder, chairman and CEO

info: Liu is the founder, chairman and CEO of He graduated with a bachelor’s degree in sociology in 1996 from the People’s university of China. Though today he is known as an Internet entrepreneur, Qiangdong had an interest in politics as a young man. Qiangdong’s net worth rose to $6.1 billion soon after he took public.

Xuande Huang,

info: Xuande has been the CFO of since 2013 when he joined the company from Pactera Technology International, an IT services company listed on NASDAQ. He has also served in various leadership positions including as audit manager at KPMG LLP.

Chen Zhang,
Chief Technology Officer (CTO)

info: Chen has been the Chief Technology Officer (CTO) of since 2015. He holds a Master's degree in Computer Science earned from Indiana University Bloomington. Zhang previously worked for Yahoo as the president of global R&D center based on Beijing.