A Study On Financing Tactics Of Jingdong Mall

As the Internet continues to penetrate traditional industries,China’s e-commerce industry has entered a period of high-speed growth.However,due to the particularity of the e-commerce industry itself,e-commerce enterprises have been difficult to finance,which has brought about a huge negative impact on the development of China’s e-commerce industry.Therefore,this paper takes the Internet e-commerce industry benchmark-JD Group as an example,in-depth analysis of JD’s strategic layout and financing strategy,to explore the success and shortcomings of its financing strategy,in order to provide reference for other e-commerce enterprises financing.Based on the theory of enterprise capital structure and the theory of enterprise life cycle,this paper puts forward the choice of financing strategy based on enterprise life cycle theory,and establishes the analysis framework of e-commerce financing strategy by analyzing the characteristics of e-commerce enterprises and the factors of their financing strategy.And through the case analysis method,the initial,long-term and mature financing strategy of JD.com Group is introduced in detail,and the financing timeliness,financing scale,financing cost and financing risk in JD.com financing strategy are analyzed in depth.Improve the profitability of enterprises,reduce the cost of debt financing,carefully choose to optimize the financing of gambling agreements,and reveal the following inspirations for other e-commerce financing strategies: First,the enterprise financing planning should be consistent with the strategic objectives of the enterprise;Fourth,grasp the national policy to help enterprises grow;Through reading the relevant literature,it is found that although there are many researches on enterprise financing,there is very little research on financing strategies for the e-commerce industry,and the innovation of this paper lies in providing relevant reference for the financing activities of other e-commerce enterprises through the analysis of the financing strategy of JD.com.However,JD.com has not yet released its 2018 annual report,which may be due to insufficient understanding of the undisclosed matters that occurred in JD.com in 2018,resulting in a lack of analysis of the reasons for the effectiveness of its financing strategy.