In the 21st century, e-commerce has developed rapidly. According to the China e-commerce report 2019 issued by the e-commerce Department of the Ministry of Commerce, China's e-commerce transaction volume reached 34.81 trillion yuan in 2019, which has become a vital part of the total retail sales in today's society. At the beginning of 2004, JD mall stepped into the field of e-commerce. In the past ten years, JD's sales growth rate has always maintained a high level. It is one of the most influential companies in China's B2C market self operated e-commerce platform, and the research on its logistics distribution mode is of great significance.
1、 Four modes of e-commerce logistics distribution
（1） Enterprise self operated logistics distribution mode
Self operated distribution mode refers to a system in which an enterprise establishes and manages each link of logistics distribution through its own strength to realize its distribution of internal and external goods. Self operated logistics distribution is to complete logistics services by itself, so it is more able to establish an enterprise image, and obtain and feed back the distribution information of goods in time.
（2） Third party logistics distribution mode
The third-party logistics distribution mode refers to that an enterprise outsources its own goods distribution tasks to a company specializing in logistics. The enterprise itself does not participate in the distribution at all, but only supervises the distribution process of the third-party logistics company. This way of logistics distribution greatly saves the enterprise's investment in logistics, improves the distribution efficiency, and reduces the operational risk.
（3） Joint distribution mode
Joint distribution refers to the distribution activities carried out by several companies with regular freight needs using the same transportation system together in order to make the logistics of a region more reasonable. Joint distribution is of great significance for the rational use of goods distribution resources, reducing resource waste, greatly reducing logistics costs, and making goods distribution more efficient.
（4） Logistics integrated distribution mode
Logistics integration is to integrate all companies or entities involved in the logistics process to form a stable whole of logistics activities. The logistics company forms a stable contractual relationship with the supplier and the seller. The goods provided by the supplier are processed by the logistics company, and are delivered to the stores owned by the seller according to the corresponding orders, and then sold to customers by the stores.
2、 Logistics distribution mode of JD mall
The success of jd.com's logistics distribution model lies in the establishment of its own logistics distribution system. However, China is vast in territory and rich in resources. Establishing distribution stations in every city or remote area requires a large amount of capital, and the number of orders in remote areas is small, which will cause income to exceed expenditure. Therefore, at present, JD's logistics distribution modes are mainly self operated logistics distribution mode and third-party logistics distribution mode.
（1） JD's self operated logistics distribution mode
As of June 30, 2020, JD logistics has operated more than 750 warehouses nationwide, including the cloud warehouse area. The total storage area operated and managed by JD logistics is about 18 million square meters. At present, JD logistics has put into operation 28 "Asia 1" intelligent logistics parks and more than 70 unmanned warehouses at different levels, forming the largest intelligent warehouse group in Asia. Jd.com's large and medium-sized logistics networks have basically achieved full coverage in the mainland, and its self operated distribution services cover almost all the population in the mainland. At the same time, jd.com launched 211 time limited delivery, express delivery, Jingzhun delivery, night delivery, timed delivery and other time limited delivery services. JD mall has provided self operated distribution services to most districts and counties in China.
（2） JD third party logistics distribution mode
JD's third-party logistics distribution mode refers to JD mall's outsourcing of its own goods to a company specializing in logistics distribution in order to save money. Jd.com relies on the network settings of third-party logistics enterprises to expand jd.com's logistics distribution points in the whole of China, so as to complete the arduous task of jd.com's logistics distribution to remote areas and regions with small orders. Distribution through third-party logistics enterprises reduces costs, improves efficiency, and can select suitable logistics suppliers according to the needs of enterprises or products.
3、 Problems in the logistics distribution mode of JD mall
（1） JD's self operated logistics distribution system has low resource utilization and high cost
The current logistics sub groups of JD mall adopt a one-way distribution mode from the logistics distribution center to the customers, only providing business services for JD mall, and the vast majority of distribution is only sending without receiving. As a result, JD logistics has a large number of empty driving behaviors, which is far lower than the resource utilization rate of logistics enterprises providing two-way services. Thus, the resources of JD logistics distribution are wasted, and the logistics cost is greatly increased, thus increasing the freight of distribution again and again, and reducing customer satisfaction to a certain extent. At the same time, the establishment of a distribution network requires a large amount of capital. Jd.com has 70% of its capital invested in the construction of its logistics system, which poses great economic risks to the enterprise.
（2） Lack of logistics talents, low quality of distribution personnel, and great pressure on logistics distribution
In order to develop rapidly, JD mall spends most of its funds on the construction of enterprise logistics on the establishment of distribution stations or distribution outlets, the purchase of relevant logistics equipment, and the optimization of logistics infrastructure. However, it invests very little in the soft power of logistics distribution, lacks professional logistics talents, most of the logistics personnel have low academic qualifications, and the coordination of logistics teams is not high. In terms of logistics distribution, there are shortage of parts, express violence, delay in arrival, poor quality of distribution personnel, negative attitude, expressionless and so on. Especially on holidays, customers often complain that JD's self operated distribution system is weak, and customer satisfaction is damaged to a certain extent.
（3） The self built logistics distribution system makes it unable to concentrate on its core business and reduces its competitiveness
Jd.com mainly sells products online, covering 12 categories, tens of thousands of brands and millions of commodities. Logistics is not its main business. Too much concentration on the construction of its logistics system will occupy a lot of capital and technology, reduce its investment and research and development in its main business, and may reduce its sales and order volume. In the long run, the core competitiveness of enterprises will decline. Although the logistics and distribution system and efficiency are very important, if there is no order, how can there be logistics and distribution? Sales are the foundation of its profits.
（4） The supervision of the third-party logistics distribution is weak, the distribution quality cannot be guaranteed, and the customer relationship is at risk
After jd.com outsources its logistics and distribution business to a third-party logistics company, it cannot automatically obtain the distribution of goods. Among them, there are some problems such as goods damage, out of stock, delay, poor express service, etc. JD can't know this, so it can't know the real experience of customers, and the quality of JD's goods may be discounted in this process. After jd.com outsources the logistics and distribution, the corresponding customer information may be leaked. The third-party enterprises operate the logistics and distribution of multiple companies at the same time. When competitors have ulterior motives and use high prices to lure the third-party logistics providers, the customer information will be leaked, which is harmful to jd.com. This process will also reduce the opportunities for jd.com to directly contact customers and weaken the brand image of jd.com. At the same time, if the third-party logistics provider faces operational risks, JD will also bear certain operational risks.
（5） Lack of docking with third-party logistics distribution information
Because there is no complete platform and perfect mechanism for the logistics and distribution information exchange between jd.com and third-party enterprises, the information docking is not accurate and timely. Therefore, part of the data in the background database cannot be connected accurately, the accuracy of goods distribution cannot be effectively guaranteed, and the cost of goods distribution cannot be minimized.
4、 Suggestions and Countermeasures on logistics distribution mode of Jingdong Mall
（1） Suggestions and Countermeasures for the government (macro)
To improve the legal construction of the logistics industry, if the logistics distribution of e-commerce enterprises wants to develop healthily, the government needs to create a good condition for logistics distribution, so that the development of e-commerce and logistics distribution can be more standardized and unified. At the same time, we should speed up the construction of logistics infrastructure. As far as China's current logistics distribution is concerned, there are still some big problems in transportation and storage. The backwardness of the logistics industry is largely caused by the imperfection of the country's logistics infrastructure. It is necessary to vigorously build China's e-commerce basic logistics facilities, make reasonable planning, increase government supervision, and put an end to garbage projects. At the same time, the government should also help enterprises realize the industrialization of logistics distribution system, support the construction of logistics distribution centers with government funds, and actively guide enterprises to increase investment in logistics distribution centers.
（2） Suggestions and Countermeasures for jd.com (micro)
1. Establish an efficient logistics distribution system and consider undertaking logistics business of other companies
The main flow of JD mall in logistics distribution is the first-class distribution center of goods, then the distribution center of the Branch City, and finally delivered to customers through the express brother. It is a great waste of logistics resources to adopt this kind of distribution mode of only sending but not receiving. To this end, JD logistics distribution personnel can recover some damaged or dissatisfied goods according to the needs of customers when they deliver them to their homes, and change the idleness of the team and human resources on the return journey caused by only sending but not receiving. At the same time, JD can consider providing some logistics services to other suitable companies to improve the economic benefits of logistics distribution.
2. Attach importance to the training of professional logistics management personnel, improve the quality of distribution personnel, and manage employees reasonably
At present, the logistics and distribution industry is not only an industry that needs simple labor. In the final analysis, the logistics industry is a competition for talents, so jd.com should pay attention to the introduction and training of talents, carefully screen them for important posts, see whether they are competent for their posts, and examine their morality. Regularly send excellent logistics and distribution management talents to famous logistics enterprises at home and abroad to investigate and learn advanced logistics theory, and carry out certain forms of cooperation with them, such as joint training or sending logistics experts to give lectures. At the same time, improve the requirements for distribution personnel, train them before joining the company, learn the corporate culture, distribution manners and etiquette, and try to change their posts, improve their skills, and employ qualified employees. And set up a certain reward and punishment mechanism to restrict the behavior of employees.
3. Allocate funds to concentrate on R & D of main business and improve competitiveness
JD's self operated logistics distribution system has great advantages, but after a period of development, it has tended to be stable. Jd.com should devote part of its capital and energy to product research and development. Only when the product quality is improved can the sales volume go up. Only when there are a large number of orders can its logistics and distribution system play a greater role. Only with its own core products can enterprises be competitive.
4. Strengthen the supervision and management of the third-party logistics distribution enterprises
JD can sign a contract with a third-party logistics company. If the goods are damaged or lost in the process of distribution, JD can ask the logistics company to make reasonable compensation and apologize for the inconvenience caused to the customer. At the same time, the third-party logistics company is required to ensure the quality of goods in the process of distribution, maintain JD's brand image, and ensure that the customer information provided by JD will not be disclosed to other peer companies. Jd.com can reasonably check the distribution and logistics information of its own goods at any time, strengthen the monitoring of the logistics process, and provide feasible suggestions to third-party companies. Jd.com is required to collect the logistics fees from the customer, and the third party is only responsible for distribution. If the third party company collects the fees privately, it will suspend its further cooperation with it, and the logistics company will refund the fees to the customer and give compensation. Properly handle the relationship with the third party, and each party should play its own role to achieve a win-win situation for both parties.
5. Establish a good information docking mechanism with the third-party logistics and distribution enterprises
When jd.com cooperates with third parties, there are many logistics companies with different advantages in different regions. They form B2C business departments and reach alliances with relevant departments of jd.com. Establish an information sharing and docking platform on the basis of the alliance, and update relevant logistics and distribution information on the platform in time. Thus, according to the order distribution of jd.com and the comprehensive situation of local logistics companies, select appropriate delivery routes and distribution companies, and timely monitor and deal with relevant logistics and distribution problems, so that the logistics cost of jd.com can be minimized, and several logistics companies can also cooperate in delivery to achieve the best user experience.
5、 Conclusion
This paper introduces the logistics and distribution modes of e-commerce enterprises and JD mall, analyzes the problems in the logistics and distribution mode of JD mall, and gives suggestions and countermeasures from the government and the enterprise itself, with a view to providing reference for other e-commerce enterprises' logistics and distribution modes.