Platform-based versus Self-operated Logistics Supply Chain Models: A Comparative Case Study of Cainiao and JD Logistics

In recent years, the rise of e-commerce led to development of different supply chain management models. Although previous research has explored digital supply chains, few studies have compared different logistics models. This study selected two Chinese logistics companies, Cainiao Network and JD Logistics, to compare and analyze their supply chain structures. The study is a comparative case study which uses secondary data to examine different logistics aspects of these two companies. The results show that Cainiao Network uses its platform to integrate resources by collaborating with merchants and companies, achieving flexible operation and efficient resource allocation; while JD Logistics ensures the reliability of order delivery and service quality through self-built infrastructure and independent operational control. The study concludes that these two models offer unique competitive advantages for each company, but also have certain drawbacks. Companies should adjust according to their own needs, such as reducing control or increasing flexibility, to improve logistics efficiency.