The operating models adopted by JD.com are mainly the following:

1. B2C (Business to Customer) model: JD.com, as an online retailer, sells goods directly to consumers. Consumers can buy a variety of goods on JD.com, including electronic products, household goods, clothing, food, etc.

2. Self-operated model: JD.com purchases goods by itself and is responsible for warehousing, logistics and sales. This model can ensure the quality and supply of goods, and at the same time improve JD.com's competitiveness.

3. Third-party store model: JD.com allows third-party merchants to open stores and sell goods on its platform. This model can increase the variety and selection of goods, and at the same time provide more sales channels for third-party merchants.

4. JD Logistics Model: JD.com has its own logistics system, which can provide consumers with fast and accurate delivery services. JD Logistics Model can improve consumers' shopping experience, and at the same time improve JD.com's competitiveness.

5. Financial service model: JD.com provides financial services, such as JD Baitiao and JD Payment. These services can provide consumers with more payment methods and financial services, and can also bring more revenue to JD.com.

In general, JD.com's operating model is mainly based on the B2C model, but it also adopts a variety of models such as self-operated model, third-party store model, JD logistics model and financial service model to meet the different needs of consumers.