Analysis of E-commerce Platform Supply Chain Finance Model - Taking JD Group as an Example

This paper makes an in-depth analysis of the supply chain finance model of e-commerce platform, taking Jingdong Group as a case study, and discusses its development process, main financing mode and advantages and disadvantages. By defining the concept of supply chain finance and electricity supply chain finance, combined with the theory of transaction cost and long tail, this paper explores the jingdong gold enterprise cooperation financing mode (including order loan, warehouse receipt pledge, accounts receivable and entrusted loans) and platform of proprietary financing mode (such as Beijing bao bei, Beijing small loan, enterprise gold and chattel financing). Through the comparison with the supply chain finance model of Ping An Bank and Alibaba Group, it reveals JDs unique characteristics in its strategic positioning, participants and financing services. The article points out that fintech has promoted the innovation of supply chain finance, and JD's supply chain finance model has significant promotion value, and provides suggestions on improving the payment system, increasing policy support, expanding the source of funds and improving the regulatory mechanism, so as to further optimize the supply chain finance services of the e-commerce platform.