JD.com belongs to the self-operated distribution logistics model. The self-operated distribution model is a distribution model widely adopted by current production and circulation or comprehensive enterprises (groups). Enterprises (groups) independently set up distribution centers to realize the distribution of goods supply to internal departments, factories, and stores.

Although this distribution model combines the traditional "small peasant consciousness" of "self-sufficiency" to form a new type of "big and complete" and "small and complete", thus causing a waste of social resources. However, it has played an important role in meeting the company's (group's) own needs such as internal production material supply, product export, retail store supply, and regional market expansion.

At present, the more typical self-operated distribution model within the enterprise (group) is the distribution of chain enterprises. Large and small chain companies or groups basically complete the unified procurement, unified distribution and unified settlement of internal stores and stores by setting up their own distribution centers.