The advantage of JD.com's self-operated model is that it can control the quality of goods and guarantee after-sales service, thus improving consumers' shopping experience. At the same time, JD.com's self-operated model can directly establish a trusting relationship with consumers, provide more product choices and competitive prices. However, the self-operated model also faces challenges such as difficulty in expanding product lines, inventory pressure and high operating costs, and requires continuous investment of resources and energy to maintain operations and development.